Launch campaigns for public service websites
Getting a new public service website in front of the people it was built for: audience insight, campaign planning, search, social and paid media, partner toolkits and measurement against real outcomes.
A new public service website only works if the people it was built for find it and use it. For employment, skills and support services those people are often the hardest to reach: residents who are out of work, changing careers or unaware the help exists. A launch has to reach them where they already are, in plain language, and then prove that it did.
We plan and run launch campaigns for public service websites. We combine audience insight, search and social, targeted paid media and the partner networks that already have residents’ trust, and we measure the campaign by what matters: visits from the right people, searches answered, and actions taken on the site.
Who this is for
- Councils and sub-regional partnerships launching new websites or services
- Employment, skills and inclusion programmes
- Public bodies relaunching a service under a new name or address
- Education providers promoting new courses or routes
What the solution covers
Audience insight
Who the site is for, where they spend time online and offline, what they search for and what stops them engaging, built from existing data and short research with residents and frontline staff.
Campaign strategy and plan
Objectives, messages, channels, budget split and timeline agreed with you, with a clear measurement framework before any spend.
Search visibility
Technical and content SEO so the site appears for the questions residents actually ask, plus paid search where organic results take time to build.
Social and paid media
Targeted social campaigns and paid placements by area and audience, with creative tested and budget moved to what performs.
Partner and stakeholder toolkits
Ready-to-use copy, graphics and links for councils, job centres, colleges, employers and community groups, so trusted partners amplify the launch.
Accessible, plain-language content
Campaign copy and assets written in plain English, designed to WCAG 2.2 AA and available in community languages where needed.
Measurement and reporting
Privacy-respecting analytics with campaign tracking, a live dashboard and regular reports on reach, visits, engagement and on-site actions.
Handover for the long term
A content calendar, channel playbook and the assets your team needs to keep momentum after the launch period.
How we deliver it
This describes how we run work of this type. It is method, not a completed contract.
- 1
Discovery
Site, audiences, partners and existing channels reviewed, objectives and success measures agreed, and analytics and tracking checked before launch.
- 2
Strategy and creative
Messages and creative developed and tested with a small group of residents, with brand, accessibility and approval routes agreed.
- 3
Pre-launch
Search foundations in place, partner toolkits issued, paid campaigns built and scheduled, and launch content ready for sign-off.
- 4
Launch
Coordinated go-live across owned, partner and paid channels, with daily monitoring in the first weeks.
- 5
Optimise
Spend and content adjusted every week against the agreed measures, with underperforming channels cut and successful ones scaled.
- 6
Evaluate and hand over
An end-of-campaign evaluation against the original objectives, lessons learned, and a playbook for your team to continue.
What we bring from our own products
Accessible digital platforms
We design and build accessible public sector platforms, so we understand how a website and its campaign need to work together.
Search and content
We plan and publish search-optimised content and structured data for our own products and site, measured with privacy-respecting analytics.
Data and reporting
Our data service builds the dashboards and reporting that show what a campaign achieved, not just what it spent.
Risks we plan for
- Reaching people who would find the site anyway
- Targeting set by area and audience, and success measured on the intended audience, not total traffic.
- Spend without evidence
- Tracking and success measures agreed before launch, and budget moved weekly to what works.
- Momentum lost after launch
- Partner toolkits, a content calendar and a handover playbook for your team.
- Excluding residents with access needs
- Plain language, WCAG 2.2 AA assets and community language versions where needed.
Standards
- Plain English and WCAG 2.2 AA assets
- Privacy-respecting analytics and consent
- UK GDPR compliant targeting
- Success measures agreed before spend
- Weekly optimisation and regular reporting
- All assets and accounts owned by you
Questions buyers ask
How do you measure success?
Against measures agreed before launch, such as visits from the target area and audience, searches answered and actions taken on the site, reported through a live dashboard and regular reports.
Who owns the ad accounts and creative?
You do. Advertising accounts, analytics and all creative assets are set up in or transferred to your ownership.
How do you reach residents who are not online much?
Through partners who already have their trust, such as job centres, libraries, colleges and community groups, using printed and digital toolkits alongside online channels.
Can campaigns run in community languages?
Yes. Key messages and assets can be translated by qualified translators and targeted to the communities who need them.
Services behind this solution
Accessible digital platforms
Websites and digital engagement platforms for councils, colleges and universities: accessible to WCAG 2.2 AA, bilingual where needed, integrated with your records and CRM.
Learn moreData & AI
Reporting, data integration and practical AI, grounded in your own data, with a human in the loop for anything consequential.
Learn moreSoftware & digital engineering
Web platforms, mobile apps, APIs and internal tools, designed, built and supported by the team that runs its own products in production.
Learn moreTypically relevant to: Central & local government · Education
Have a requirement like this?
Share the opportunity or requirement and we will respond with our approach, any questions, and whether we can commit to it.
What happens next
- We review the requirement and any published documents
- We confirm whether we will respond, with any clarification questions
- We meet your timetable, with a named delivery lead
Existing customer? Contact support