{"id":40182,"date":"2017-08-18T11:56:32","date_gmt":"2017-08-18T15:56:32","guid":{"rendered":"https:\/\/granicus.com\/blog\/ukcomm17-new-whitepaper-sneak-peek-revolutionary-idea-income-targets-force-good\/"},"modified":"2024-02-22T09:58:30","modified_gmt":"2024-02-22T14:58:30","slug":"ukcomm17-new-whitepaper-sneak-peek-revolutionary-idea-income-targets-force-good","status":"publish","type":"blog_posts","link":"https:\/\/granicus.com\/uk\/blog\/ukcomm17-new-whitepaper-sneak-peek-revolutionary-idea-income-targets-force-good\/","title":{"rendered":"New whitepaper sneak peek – a revolutionary idea for income targets as a force for good"},"content":{"rendered":"","protected":false},"author":11,"featured_media":40183,"template":"","resource_tax_market":[186],"resource_tax_dept":[202],"resource_tax_type":[164],"resource_tax_region":[],"resource_tax_outcomes":[208],"resource_tax_topic":[],"resource_tax_products":[],"resource_tax_solutions":[209],"resource_tax_services":[],"class_list":["post-40182","blog_posts","type-blog_posts","status-publish","has-post-thumbnail","hentry","resource_tax_market-local-government-uk","resource_tax_dept-revenues-benefits-uk","resource_tax_type-blogs-uk","resource_tax_outcomes-return-on-investment-uk","resource_tax_solutions-digital-communications-uk"],"yoast_head":"\nNew whitepaper sneak peek - a revolutionary idea for income targets as a force for good | Granicus<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/granicus.com\/uk\/blog\/ukcomm17-new-whitepaper-sneak-peek-revolutionary-idea-income-targets-force-good\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New whitepaper sneak peek - a revolutionary idea for income targets as a force for good | Granicus\" \/>\n<meta property=\"og:url\" content=\"https:\/\/granicus.com\/uk\/blog\/ukcomm17-new-whitepaper-sneak-peek-revolutionary-idea-income-targets-force-good\/\" \/>\n<meta property=\"og:site_name\" content=\"Granicus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/granicusco\/\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-22T14:58:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_whitepaper_sneak_peek.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1440\" \/>\n\t<meta property=\"og:image:height\" content=\"590\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@Granicus\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\/\/granicus.com\/uk\/blog\/ukcomm17-new-whitepaper-sneak-peek-revolutionary-idea-income-targets-force-good\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/ukcomm17-new-whitepaper-sneak-peek-revolutionary-idea-income-targets-force-good\/\"},\"author\":{\"name\":\"Granicus Marketing\",\"@id\":\"https:\/\/granicus.com\/uk\/#\/schema\/person\/86d618ccb52051e285962f72626e8881\"},\"headline\":\"New whitepaper sneak peek – a revolutionary idea for income targets as a force for good\",\"datePublished\":\"2017-08-18T15:56:32+00:00\",\"dateModified\":\"2024-02-22T14:58:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/ukcomm17-new-whitepaper-sneak-peek-revolutionary-idea-income-targets-force-good\/\"},\"wordCount\":16,\"publisher\":{\"@id\":\"https:\/\/granicus.com\/uk\/#organization\"},\"image\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/ukcomm17-new-whitepaper-sneak-peek-revolutionary-idea-income-targets-force-good\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_whitepaper_sneak_peek.jpg\",\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/granicus.com\/uk\/blog\/ukcomm17-new-whitepaper-sneak-peek-revolutionary-idea-income-targets-force-good\/\",\"url\":\"https:\/\/granicus.com\/uk\/blog\/ukcomm17-new-whitepaper-sneak-peek-revolutionary-idea-income-targets-force-good\/\",\"name\":\"New whitepaper sneak peek - 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In a sneak peek at the results of the research survey we conducted to inform this new resource,\u00a0a surprise conclusion emerges. The finished whitepaper (full research, case study examples and conclusions) will\u00a0be available for the first time at\u00a0<a href=\"http:\/\/uk.granicus.com\/ukcomm17\/\">#UKComm17<\/a>\u00a0on 26 Sept. Book your place at this free event now to get your copy. <\/em><\/p>\n<p><em>Here, Dan shares a preview of what’s coming…<\/em><\/p>\n<p>There\u2019s a famous saying I like to quote from an American statistician who rebuilt the Japanese economy post-1945 from rubble of war.<\/p>\n<blockquote><p><strong>\u201cWithout data\u201d he once said, \u201cyou are nothing more than another person with an opinion\u201d.<\/strong><\/p><\/blockquote>\n<p>It\u2019s an unusually snappy line for a numbers man. It\u2019s also a line that I\u2019ve thought of more than once as I sift through the data from a major survey we\u2019ve carried out with the nice folk at Granicus. The full results will be published in a whitepaper I\u2019m writing with Darren Caveney. It will be published at Granicus\u2019 annual event in September. The event is free. Myself and Darren are compering. You really should come. You can <a href=\"http:\/\/uk.granicus.com\/ukcomm17\/\">register here<\/a>.<\/p>\n<p> <\/p>\n<h3>A sneak peek at survey numbers<\/h3>\n<p> <\/p>\n<p>Here are three sets of data. Firstly, on budgets. More than 60 per cent of public sector comms teams have seen their budgets fall. A fifth stayed the same and just 13 per cent have seen an increase. What\u2019s the data saying? Times are hard for most people.<\/p>\n<p>There\u2019s a pile of data on income targets. There is a pile of ideas we\u2019ve gathered on where to generate revenue that we\u2019ll include in the whitepaper. But less than 20 per cent of teams have income targets. Worryingly, feedback from those that have them isn\u2019t great. They are difficult. They are time-consuming. Strikingly, teams don\u2019t have the skills.<\/p>\n<p> <\/p>\n<blockquote><p><strong>As one survey respondent said: “How can a journalist turned press officer become a salesperson overnight?”.<\/strong><\/p>\n<p> <\/p><\/blockquote>\n<p>What does the data say? Income targets are hard. But they are not universal yet.<\/p>\n<p> <\/p>\n<p> <\/p>\n<h3>An idea emerges from the data: income targets as a force for good<\/h3>\n<p> <\/p>\n<p>If the data says income targets are not universal, there is time to shape things. Mulling over the data a clear idea emerged. The world has changed. We know that. We are being asked to chip-in financially to make a difference to the organisation we serve. Some people are great at bringing in money. It has been great to gather the case studies around this – which you can learn from. But shouldn\u2019t we as comms people be playing to our strengths?<\/p>\n<p>Instead of trying to sell ads on your website to your local leisure centre wouldn\u2019t we be better served using our time to do what we are good at? Good comms that would make a difference? So, does a campaign that maybe saves \u00a320,000 of call centre time have a role in this new world?<\/p>\n<p>This doesn\u2019t mean business as usual. What I\u2019m starting to think is good evaluated comms that has a financial measurement must be part of the answer.<\/p>\n<p> <\/p>\n<blockquote><p><strong>So, the campaign to drive traffic to the website instead of the call centre could and should be measured in pounds, shillings and pence.<\/strong><\/p>\n<p> <\/p><\/blockquote>\n<p>What\u2019s the average length of a call you are encouraging people not to make? What\u2019s the cost of that? How many went to the website instead? And \u2013 this is key \u2013 what is the saving in officer time and the value of that time. All this can and should be counted.<\/p>\n<p> <\/p>\n<blockquote><p><strong>Gedling Borough Council counted it for their alternative approach to <a href=\"https:\/\/uk.granicus.com\/pdfs\/successstory_GC_Gedling.pdf\">comms during the council tax billing period<\/a>. One single email campaign made a significant\u00a0difference to reducing the number of calls and operational customer contact costs<\/strong>.<\/p><\/blockquote>\n<p> <\/p>\n<p>Suddenly, it starts to be clear that the dead-weight of income targets can work to comms’ advantage. People complain about not having a voice at the top table or being taken seriously as professionals. So, if finance support an approach of evaluating comms this could be a game changer. Yes, evaluation like this isn\u2019t easy. But if you have the support of finance, maybe it becomes a little easier.<\/p>\n<p> <\/p>\n<p> <\/p>\n<h3>Yes, but what do finance people think?<\/h3>\n<p> <\/p>\n<p>Testing the water with finance people so far the feedback has been positive. Would finance listen to the comms team who offered an income target of evaluated comms? Surprisingly, they would.<\/p>\n<p> <\/p>\n<blockquote><p><strong>\u201cWe\u2019d far rather people used their skills to make a difference\u201d one said, \u201cthan have to re-train or bring new people in with all the on-cost that entails\u201d.<\/strong><\/p>\n<p> <\/p><\/blockquote>\n<p>The whitepaper will be published at Granicus\u2019 Public Sector Communications Conference in London on 26 September. You can <a href=\"http:\/\/uk.granicus.com\/ukcomm17\/\">register<\/a> and attend for free. You’ll get a free copy of the finished whitepaper.<\/p>\n","button":""}}]},"posts_slider_group":{"show_section":true,"posts_slider":[{"add_anchor":false,"anchor_name":"","background_color":"green","slider_subhead":"","slider_headline":"Discover More Blogs","slider_text":"","slider_type":"blog_posts","manual_resources":false,"slider_resource_tax":"recent","add_additional_filters":false,"department_filter":false,"market_filter":false,"outcome_filter":false,"product_filter":false,"region_filter":false,"solution_filter":false,"topic_filter":false,"slider_link":{"title":"View All Resources","url":"\/uk\/learning-center\/","target":""},"slider_link_icon":false}]},"centered_layout_builder_clone":{"flexible_page_builder_group":{"flexible_page_builder_fields":[{"acf_fc_layout":"wysiwyg","add_menu_anchor":false,"anchor_menu_text":"","wysiwyg_group":{"show_section":true,"alignment":"left","subhead":"","headline":"","wysiwyg":"<p><em>Granicus is writing a whitepaper with Darren and Dan of comms2point0 on income generation in public sector communications. In a sneak peek at the results of the research survey we conducted to inform this new resource,\u00a0a surprise conclusion emerges. The finished whitepaper (full research, case study examples and conclusions) will\u00a0be available for the first time at\u00a0<a href=\"http:\/\/uk.granicus.com\/ukcomm17\/\">#UKComm17<\/a>\u00a0on 26 Sept. Book your place at this free event now to get your copy. <\/em><\/p>\n<p><em>Here, Dan shares a preview of what’s coming…<\/em><\/p>\n<p>There\u2019s a famous saying I like to quote from an American statistician who rebuilt the Japanese economy post-1945 from rubble of war.<\/p>\n<blockquote><p><strong>\u201cWithout data\u201d he once said, \u201cyou are nothing more than another person with an opinion\u201d.<\/strong><\/p><\/blockquote>\n<p>It\u2019s an unusually snappy line for a numbers man. It\u2019s also a line that I\u2019ve thought of more than once as I sift through the data from a major survey we\u2019ve carried out with the nice folk at Granicus. The full results will be published in a whitepaper I\u2019m writing with Darren Caveney. It will be published at Granicus\u2019 annual event in September. The event is free. Myself and Darren are compering. You really should come. You can <a href=\"http:\/\/uk.granicus.com\/ukcomm17\/\">register here<\/a>.<\/p>\n<p> <\/p>\n<h3>A sneak peek at survey numbers<\/h3>\n<p> <\/p>\n<p>Here are three sets of data. Firstly, on budgets. More than 60 per cent of public sector comms teams have seen their budgets fall. A fifth stayed the same and just 13 per cent have seen an increase. What\u2019s the data saying? Times are hard for most people.<\/p>\n<p>There\u2019s a pile of data on income targets. There is a pile of ideas we\u2019ve gathered on where to generate revenue that we\u2019ll include in the whitepaper. But less than 20 per cent of teams have income targets. Worryingly, feedback from those that have them isn\u2019t great. They are difficult. They are time-consuming. Strikingly, teams don\u2019t have the skills.<\/p>\n<p> <\/p>\n<blockquote><p><strong>As one survey respondent said: “How can a journalist turned press officer become a salesperson overnight?”.<\/strong><\/p>\n<p> <\/p><\/blockquote>\n<p>What does the data say? Income targets are hard. But they are not universal yet.<\/p>\n<p> <\/p>\n<p> <\/p>\n<h3>An idea emerges from the data: income targets as a force for good<\/h3>\n<p> <\/p>\n<p>If the data says income targets are not universal, there is time to shape things. Mulling over the data a clear idea emerged. The world has changed. We know that. We are being asked to chip-in financially to make a difference to the organisation we serve. Some people are great at bringing in money. It has been great to gather the case studies around this – which you can learn from. But shouldn\u2019t we as comms people be playing to our strengths?<\/p>\n<p>Instead of trying to sell ads on your website to your local leisure centre wouldn\u2019t we be better served using our time to do what we are good at? Good comms that would make a difference? So, does a campaign that maybe saves \u00a320,000 of call centre time have a role in this new world?<\/p>\n<p>This doesn\u2019t mean business as usual. What I\u2019m starting to think is good evaluated comms that has a financial measurement must be part of the answer.<\/p>\n<p> <\/p>\n<blockquote><p><strong>So, the campaign to drive traffic to the website instead of the call centre could and should be measured in pounds, shillings and pence.<\/strong><\/p>\n<p> <\/p><\/blockquote>\n<p>What\u2019s the average length of a call you are encouraging people not to make? What\u2019s the cost of that? How many went to the website instead? And \u2013 this is key \u2013 what is the saving in officer time and the value of that time. All this can and should be counted.<\/p>\n<p> <\/p>\n<blockquote><p><strong>Gedling Borough Council counted it for their alternative approach to <a href=\"https:\/\/uk.granicus.com\/pdfs\/successstory_GC_Gedling.pdf\">comms during the council tax billing period<\/a>. One single email campaign made a significant\u00a0difference to reducing the number of calls and operational customer contact costs<\/strong>.<\/p><\/blockquote>\n<p> <\/p>\n<p>Suddenly, it starts to be clear that the dead-weight of income targets can work to comms’ advantage. People complain about not having a voice at the top table or being taken seriously as professionals. So, if finance support an approach of evaluating comms this could be a game changer. Yes, evaluation like this isn\u2019t easy. But if you have the support of finance, maybe it becomes a little easier.<\/p>\n<p> <\/p>\n<p> <\/p>\n<h3>Yes, but what do finance people think?<\/h3>\n<p> <\/p>\n<p>Testing the water with finance people so far the feedback has been positive. Would finance listen to the comms team who offered an income target of evaluated comms? Surprisingly, they would.<\/p>\n<p> <\/p>\n<blockquote><p><strong>\u201cWe\u2019d far rather people used their skills to make a difference\u201d one said, \u201cthan have to re-train or bring new people in with all the on-cost that entails\u201d.<\/strong><\/p>\n<p> <\/p><\/blockquote>\n<p>The whitepaper will be published at Granicus\u2019 Public Sector Communications Conference in London on 26 September. You can <a href=\"http:\/\/uk.granicus.com\/ukcomm17\/\">register<\/a> and attend for free. You’ll get a free copy of the finished whitepaper.<\/p>\n","button":""}}]}},"post_slider_clone":{"posts_slider_group":{"show_section":true,"posts_slider":[{"add_anchor":false,"anchor_name":"","background_color":"green","slider_subhead":"","slider_headline":"Discover More Blogs","slider_text":"","slider_type":"blog_posts","manual_resources":false,"slider_resource_tax":"recent","add_additional_filters":false,"department_filter":false,"market_filter":false,"outcome_filter":false,"product_filter":false,"region_filter":false,"solution_filter":false,"topic_filter":false,"slider_link":{"title":"View All Resources","url":"\/uk\/learning-center\/","target":""},"slider_link_icon":false}]}},"call_to_action":{"hide_call_to_action":false,"color":"red","custom_cta":false,"custom_subhead":"","custom_headline":"","custom_description":"","custom_link":null,"custom_image":false}},"_links":{"self":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/blog_posts\/40182","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/blog_posts"}],"about":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/types\/blog_posts"}],"author":[{"embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/users\/11"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media\/40183"}],"wp:attachment":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media?parent=40182"}],"wp:term":[{"taxonomy":"resource_tax_market","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_market?post=40182"},{"taxonomy":"resource_tax_dept","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_dept?post=40182"},{"taxonomy":"resource_tax_type","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_type?post=40182"},{"taxonomy":"resource_tax_region","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_region?post=40182"},{"taxonomy":"resource_tax_outcomes","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_outcomes?post=40182"},{"taxonomy":"resource_tax_topic","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_topic?post=40182"},{"taxonomy":"resource_tax_products","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_products?post=40182"},{"taxonomy":"resource_tax_solutions","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_solutions?post=40182"},{"taxonomy":"resource_tax_services","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_services?post=40182"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}