IDM delivers direct marketing training to Local Government Agencies
Released 09 June 2003: The IDM has created a sector-specific direct communications training programme for local government authorities. The programme has been created in response to a research initiative which identified the need for local authorities to build better relationships with their residents through a variety of communication channels.
The new course is timely given that local government spending on direct mail alone increased by 25% last year and that many agencies have yet to meet the targets set by central government to move services online and manage on-going communications through CRM type programmes.
Professor Derek Holder, Managing Director of the IDM explains, "We have been speaking to senior local government officers and found that they need to communicate more effectively to some very specific target groups. They need to explain policy and describe services in the most effective way possible – and with budgets evermore accountable that means driving down costs too."
"Our research programme found that although local authorities are communicating directly with their publics most don’t realise they are using direct marketing techniques. Although we found some excellent examples of direct marketing in the public sector, on many occasions the execution was weak. This course will enable local government officers to learn from best business practice."
Marc Michaels M IDM, Director of Direct Marketing at COI Communications adds, "Government issues and messages can be quite complicated and need a fair amount of explanation. Direct mail is very good for that and for heading off potential questions."
The two-day course, ‘Winning Direct Marketing for Local Authorities’ takes place on 3 and 4 September at the IDM in Teddington. For more information, visit www.theidm.com/training or call 020 8614 0275.
Note to editors
For more information contact Juliet Hilditch on 020 8614 0229 or email juliethilditch@theidm.com.
