{"id":95360,"date":"2026-01-22T12:51:52","date_gmt":"2026-01-22T17:51:52","guid":{"rendered":"https:\/\/granicus.com\/?post_type=blog_posts&p=95360"},"modified":"2026-01-22T12:51:52","modified_gmt":"2026-01-22T17:51:52","slug":"when-the-storm-hits-why-audience-segmentation-matters-in-times-of-crisis","status":"publish","type":"blog_posts","link":"https:\/\/granicus.com\/uk\/blog\/when-the-storm-hits-why-audience-segmentation-matters-in-times-of-crisis\/","title":{"rendered":"When the storm hits: Why audience segmentation matters in times of 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In this scenario, it\u2019s likely that residents in unaffected areas will disengage from communication, while those requiring critical assistance might struggle to locate specific guidance amid the overwhelming volume of information. <\/p>\n<p>Effective crisis communication is not about amplifying volume \u2014 it is about communicating strategically. <\/p>\n<p>As the City of Doncaster Council has demonstrated, transforming a crisis into an opportunity for meaningful connection requires one essential tool: audience segmentation. By sending tailored alerts by location and need, they ensured critical information reached those most at risk, ultimately building trust and engagement across their community.<\/p>\n"},{"acf_fc_layout":"anchor","anchor_name":"Turning the tide: Segmentation lessons from the storm"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h2>Turning the tide: Segmentation lessons from the storm<\/h2>\n<p>Storm Babet put Doncaster\u2019s system to the test, but on this occasion, segmented, locality-specific updates built trust, boosted engagement, and reduced confusion. <\/p>\n<p>The City of Doncaster Council developed a crisis strategy that offered:<\/p>\n<ul>\n<li><strong>Precision:<\/strong> Residents in flooded villages received specific advice regarding sandbag locations, road closures, and shelter information relevant exclusively to their circumstances.<\/li>\n<li><strong>Clarity:<\/strong> By directing critical information through email, the council avoided the confusion often associated with messaging via social media.<\/li>\n<li><strong>Trust:<\/strong> Residents recognised that council emails contained verified, actionable information.<\/li>\n<\/ul>\n<p>As Nick Fromont, the council\u2019s digital communications business partner observed, the transformation was fundamentally about building trust: <\/p>\n"},{"acf_fc_layout":"quote","quote":"\"It's to the point now where I think the emails are more trusted than social media because it's just you and that message. There's no one else clouding opinion ... it's just coming straight to you as a resident.\"","quote_author":"","quote_author_title":""},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>For more details on what worked, read our full <a href=\"https:\/\/granicus.com\/uk\/success-stories\/how-city-of-doncaster-council-improved-communications-with-audience-segmentation\/\">City of Doncaster Council success story<\/a>.<\/p>\n"},{"acf_fc_layout":"anchor","anchor_name":"The results: Building trust through targeted coms"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h2>The results: Building trust through targeted coms<\/h2>\n<p>Doncaster\u2019s experience shows that <a href=\"https:\/\/granicus.com\/uk\/solution\/digital-communication-engagement\/\">targeted, relevant updates<\/a> make crisis communications more effective. By moving from broad social posts to segmented messaging, the council built trust, improved engagement, and saw higher open rates and better public sentiment. Other local authorities recognised their approach as a model for resident communication. <\/p>\n<p>There\u2019s much to be gained by following Doncaster\u2019s example and here are the measurable outcomes you can achieve by implementing its strategy of segmentation:<\/p>\n<ul>\n<li><strong>Higher open rates:<\/strong> Targeted emails to specific villages achieved nearly 60% open rates, significantly exceeding the 40% average for borough-wide messages.<\/li>\n<li><strong>Enhanced digital traffic:<\/strong> The campaigns generated more than 7,000 visits to the council\u2019s storm-related web pages, ensuring residents accessed the detailed assistance they required.<\/li>\n<li><strong>Improved public sentiment:<\/strong> The City of Doncaster Council was lauded by other public sector organisations on social media as the gold standard for resident communication.<\/li>\n<\/ul>\n"},{"acf_fc_layout":"anchor","anchor_name":"How your authority can apply these lessons"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h2>How your authority can apply these lessons<\/h2>\n<p>Consider the impact if, instead of broad updates, your residents in affected areas received actionable guidance and reassurance delivered directly to their inbox. Or \u2014 even better \u2014 if you could circumvent social media noise for urgent messages requiring recipients\u2019 immediate attention. Building segmented lists \u2014 whether by location, interest, or vulnerability \u2014 enables this targeted approach. <\/p>\n<p>By integrating these practices, <a href=\"https:\/\/granicus.com\/uk\/market\/local-government\/\">your council<\/a> can not only inform but also build trust, reduce confusion, and strengthen community resilience \u2014 regardless of the type or kind of emergency. <\/p>\n<p>You don\u2019t need to wait for a crisis to get started. Here are the essential steps any local authority can take to put segmentation into action:<\/p>\n<h3>1. Build your audience before the crisis<\/h3>\n<p>Segmentation requires data collection; initiate proactive campaigns now to encourage newsletter registrations. Use every touchpoint \u2014 council tax bills, bin collection calendars, and website footers \u2014 to gather subscriber information.<\/p>\n<h3>2. Ask strategic questions<\/h3>\n<p>Collect more than email addresses. Request postcodes or town names. Enquire about interests (e.g., “Emergency Alerts,” “Housing Support,” etc.). This approach transforms a generic mailing list into a powerful engagement tool.<\/p>\n<h3>3. Create content for a “single source of truth”<\/h3>\n<p>Social media algorithms often suppress posts containing external links. Use email to direct residents to a dedicated, continuously updated webpage. This ensures everyone accesses the most current information, not outdated social media screenshots.<\/p>\n<h3>4. Measure and refine results<\/h3>\n<p>Doncaster validated the effectiveness of its strategy through data tracking, so monitor open rates and click-through rates. If a specific subject line proves effective for emergency alerts, template it for future use.<\/p>\n"},{"acf_fc_layout":"anchor","anchor_name":"Ready to transform your crisis response?"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h2>Ready to transform your crisis response?<\/h2>\n<p>The City of Doncaster Council\u2019s success shows what\u2019s possible with just the right approach. For practical strategies, proven templates, and everything you need to elevate your crisis communications, download our revised <a href=\"https:\/\/granicus.com\/uk\/resource\/communicate-with-confidence-in-any-crisis\/\" target=\"_blank\">Crisis Communications Workbook for UK Public Services<\/a>.<\/p>\n<p>This resource includes:<\/p>\n<ul>\n<li><strong>Actionable strategies<\/strong> for both local councils and housing associations.<\/li>\n<li><strong>Ready-to-use templates<\/strong> for emergency alerts, media briefings, and internal checklists.<\/li>\n<li><strong>Best practices<\/strong> for managing everything from flash floods to the cost-of-living crisis.<\/li>\n<\/ul>\n<p>Do not wait for the next emergency to test your strategy. Equip your team with the tools they need to communicate with confidence, authority, and clarity. <\/p>\n"}],"2_column_w_sidebar":{"page_content_builder":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>However, when a flash flood affects a specific village or a power outage impacts a single neighbourhood, a council-wide social post is not merely inefficient but counterproductive. In this scenario, it\u2019s likely that residents in unaffected areas will disengage from communication, while those requiring critical assistance might struggle to locate specific guidance amid the overwhelming volume of information. <\/p>\n<p>Effective crisis communication is not about amplifying volume \u2014 it is about communicating strategically. <\/p>\n<p>As the City of Doncaster Council has demonstrated, transforming a crisis into an opportunity for meaningful connection requires one essential tool: audience segmentation. By sending tailored alerts by location and need, they ensured critical information reached those most at risk, ultimately building trust and engagement across their community.<\/p>\n"},{"acf_fc_layout":"anchor","anchor_name":"Turning the tide: Segmentation lessons from the storm"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h2>Turning the tide: Segmentation lessons from the storm<\/h2>\n<p>Storm Babet put Doncaster\u2019s system to the test, but on this occasion, segmented, locality-specific updates built trust, boosted engagement, and reduced confusion. <\/p>\n<p>The City of Doncaster Council developed a crisis strategy that offered:<\/p>\n<ul>\n<li><strong>Precision:<\/strong> Residents in flooded villages received specific advice regarding sandbag locations, road closures, and shelter information relevant exclusively to their circumstances.<\/li>\n<li><strong>Clarity:<\/strong> By directing critical information through email, the council avoided the confusion often associated with messaging via social media.<\/li>\n<li><strong>Trust:<\/strong> Residents recognised that council emails contained verified, actionable information.<\/li>\n<\/ul>\n<p>As Nick Fromont, the council\u2019s digital communications business partner observed, the transformation was fundamentally about building trust: <\/p>\n"},{"acf_fc_layout":"quote","quote":"\"It's to the point now where I think the emails are more trusted than social media because it's just you and that message. There's no one else clouding opinion ... it's just coming straight to you as a resident.\"","quote_author":"","quote_author_title":""},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>For more details on what worked, read our full <a href=\"https:\/\/granicus.com\/uk\/success-stories\/how-city-of-doncaster-council-improved-communications-with-audience-segmentation\/\">City of Doncaster Council success story<\/a>.<\/p>\n"},{"acf_fc_layout":"anchor","anchor_name":"The results: Building trust through targeted coms"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h2>The results: Building trust through targeted coms<\/h2>\n<p>Doncaster\u2019s experience shows that <a href=\"https:\/\/granicus.com\/uk\/solution\/digital-communication-engagement\/\">targeted, relevant updates<\/a> make crisis communications more effective. By moving from broad social posts to segmented messaging, the council built trust, improved engagement, and saw higher open rates and better public sentiment. Other local authorities recognised their approach as a model for resident communication. <\/p>\n<p>There\u2019s much to be gained by following Doncaster\u2019s example and here are the measurable outcomes you can achieve by implementing its strategy of segmentation:<\/p>\n<ul>\n<li><strong>Higher open rates:<\/strong> Targeted emails to specific villages achieved nearly 60% open rates, significantly exceeding the 40% average for borough-wide messages.<\/li>\n<li><strong>Enhanced digital traffic:<\/strong> The campaigns generated more than 7,000 visits to the council\u2019s storm-related web pages, ensuring residents accessed the detailed assistance they required.<\/li>\n<li><strong>Improved public sentiment:<\/strong> The City of Doncaster Council was lauded by other public sector organisations on social media as the gold standard for resident communication.<\/li>\n<\/ul>\n"},{"acf_fc_layout":"anchor","anchor_name":"How your authority can apply these lessons"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h2>How your authority can apply these lessons<\/h2>\n<p>Consider the impact if, instead of broad updates, your residents in affected areas received actionable guidance and reassurance delivered directly to their inbox. Or \u2014 even better \u2014 if you could circumvent social media noise for urgent messages requiring recipients\u2019 immediate attention. Building segmented lists \u2014 whether by location, interest, or vulnerability \u2014 enables this targeted approach. <\/p>\n<p>By integrating these practices, <a href=\"https:\/\/granicus.com\/uk\/market\/local-government\/\">your council<\/a> can not only inform but also build trust, reduce confusion, and strengthen community resilience \u2014 regardless of the type or kind of emergency. <\/p>\n<p>You don\u2019t need to wait for a crisis to get started. Here are the essential steps any local authority can take to put segmentation into action:<\/p>\n<h3>1. Build your audience before the crisis<\/h3>\n<p>Segmentation requires data collection; initiate proactive campaigns now to encourage newsletter registrations. Use every touchpoint \u2014 council tax bills, bin collection calendars, and website footers \u2014 to gather subscriber information.<\/p>\n<h3>2. Ask strategic questions<\/h3>\n<p>Collect more than email addresses. Request postcodes or town names. Enquire about interests (e.g., “Emergency Alerts,” “Housing Support,” etc.). This approach transforms a generic mailing list into a powerful engagement tool.<\/p>\n<h3>3. Create content for a “single source of truth”<\/h3>\n<p>Social media algorithms often suppress posts containing external links. Use email to direct residents to a dedicated, continuously updated webpage. This ensures everyone accesses the most current information, not outdated social media screenshots.<\/p>\n<h3>4. Measure and refine results<\/h3>\n<p>Doncaster validated the effectiveness of its strategy through data tracking, so monitor open rates and click-through rates. If a specific subject line proves effective for emergency alerts, template it for future use.<\/p>\n"},{"acf_fc_layout":"anchor","anchor_name":"Ready to transform your crisis response?"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h2>Ready to transform your crisis response?<\/h2>\n<p>The City of Doncaster Council\u2019s success shows what\u2019s possible with just the right approach. For practical strategies, proven templates, and everything you need to elevate your crisis communications, download our revised <a href=\"https:\/\/granicus.com\/uk\/resource\/communicate-with-confidence-in-any-crisis\/\" target=\"_blank\">Crisis Communications Workbook for UK Public Services<\/a>.<\/p>\n<p>This resource includes:<\/p>\n<ul>\n<li><strong>Actionable strategies<\/strong> for both local councils and housing associations.<\/li>\n<li><strong>Ready-to-use templates<\/strong> for emergency alerts, media briefings, and internal checklists.<\/li>\n<li><strong>Best practices<\/strong> for managing everything from flash floods to the cost-of-living crisis.<\/li>\n<\/ul>\n<p>Do not wait for the next emergency to test your strategy. Equip your team with the tools they need to communicate with confidence, authority, and clarity. <\/p>\n"}]},"sidebar_type":"sticky","content_builder_sidebar_group":{"content_builder_sidebar":[{"acf_fc_layout":"speaker_list","headline":"Author","speakers":[{"name":"Holly Mitchell","title":"Marketing Manager"}]},{"acf_fc_layout":"anchor_nav","headline":"Topics covered"},{"acf_fc_layout":"link_list","headline":"Workbook","link_list":[{"link":{"title":"Communicate with confidence in any crisis","url":"https:\/\/granicus.com\/uk\/resource\/communicate-with-confidence-in-any-crisis\/","target":""}}]},{"acf_fc_layout":"link_list","headline":"Success story","link_list":[{"link":{"title":"How City of Doncaster Council improved communications with audience segmentation","url":"https:\/\/granicus.com\/uk\/success-stories\/how-city-of-doncaster-council-improved-communications-with-audience-segmentation\/","target":""}}]}]},"posts_slider_group":{"show_section":true,"posts_slider":[{"add_anchor":false,"anchor_name":"","background_color":"green","slider_subhead":"","slider_headline":"Recent resources","slider_text":"","slider_type":"resource_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-centre\/","target":""},"slider_link_icon":false}]},"post_slider_clone":{"posts_slider_group":{"show_section":true,"posts_slider":[{"add_anchor":false,"anchor_name":"","background_color":"green","slider_subhead":"","slider_headline":"Recent resources","slider_text":"","slider_type":"resource_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-centre\/","target":""},"slider_link_icon":false}]}},"custom_content_slider":{"show_section":false,"add_anchor":false,"anchor_text":"","background_color":"red","section_subhead":"","section_headline":"","section_text":"","section_link_icon":false,"section_link":null,"slides":false,"additional_sliders":false},"custom_content_slider_clone":{"custom_content_slider":{"show_section":false,"add_anchor":false,"anchor_text":"","background_color":"red","section_subhead":"","section_headline":"","section_text":"","section_link_icon":false,"section_link":null,"slides":false,"additional_sliders":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\/95360","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\/36"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media\/95378"}],"wp:attachment":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media?parent=95360"}],"wp:term":[{"taxonomy":"resource_tax_market","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_market?post=95360"},{"taxonomy":"resource_tax_dept","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_dept?post=95360"},{"taxonomy":"resource_tax_type","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_type?post=95360"},{"taxonomy":"resource_tax_region","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_region?post=95360"},{"taxonomy":"resource_tax_outcomes","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_outcomes?post=95360"},{"taxonomy":"resource_tax_topic","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_topic?post=95360"},{"taxonomy":"resource_tax_products","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_products?post=95360"},{"taxonomy":"resource_tax_solutions","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_solutions?post=95360"},{"taxonomy":"resource_tax_services","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_services?post=95360"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}