In 2007, North Tyneside was about to undertake a major transformation of its structures, staffing, management and systems. This modernisation of the council would occur in parallel to huge changes within the borough, stimulated by £1 billion public and private sector investment in regeneration and industrial development.

DTW was chosen by the authority as its Strategic Partner – Communications, to help it meet the internal and external challenges presented by the transformation programme.

Project

DTW was given a wide-ranging brief to work alongside the Council’s in-house team to develop new and innovative ways of communicating with staff, public and stakeholders.

An 18-month programme of work, built around the “CLOSER” theme, followed.

A DTW director was embedded in the Council’s communications team and worked both with them and DTW staff to deliver the ambitious programme:

Strategy

• Communications audit and recommendations for new structures, approaches and budgets
• Development of corporate marketing and communications strategy and plan
• Support to the recruitment of an enhanced communications team

Policies

• Development of a new policy for communicating with minorities
• Development and training in of new corporate identity guidelines

Publications

• New council residents’ magazine
• A to Z of Services
• What’s on guide for young people
• Inward investment brochure
• Council tax leaflet

Campaigns

• Children’s centres
• Big spring clean
• Regeneration
• Children’s healthy eating
• Employment development and welfare to work
• Safer communities
• Families Information Service launch
• Housing PFI scheme
• Safer communities
• Voting

Internal communications

• “CLOSER” vision and values launch campaign
• “STAR” staff recognition scheme launch campaign
• Job evaluation

www and multimedia

• Strategic planning for www development, including children and young people’s website
• Housing PFI dvd

Outcomes

North Tyneside’s annual residents’ survey showed a 9 point improvement in local people’s opinion of the Council during the 12 months following DTW beginning work.

There was also a significant increase in the number of residents feeling they were well informed.

With a new Head of Marketing & Communications and enhanced team in place at North Tyneside, DTW’s role changed to one of adviser and support agency, with the in-house and agency teams collaborating effectively in an outstanding example of public–private sector partnership.