CASE STUDY: A partnership to increase Basic Online Skills

Provided by Trinity Mirror
A partnership with Go On North East to deliver increased digital skills activity across the North East region
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What was the Challenge / Background of the Campaign?

We received a press release that over 16 millions people in the UK lack basic online skills. In the North East alone, more than 500,000 adults - almost a quarter of the regions population , lack online skills according to research by Ipsos Mori. We then saw another story that cross-sector charity Go On UK, founded by dot.com pioneer Martha Lane Fox, were launching a programme to address this skills gap in the region

What was the Campaign Objective?

We partnered with Go On North East to deliver increased digital skills activity across the North East region, plus use our engaging content to challenge the people of The North East to become 'Digital Champions'

What was the Solution?

The campaign utilised our great relationship with our readers, all 735k of them. Darren Thwaites, Editor in Chief of The North East worked with us in delivering a true editorial partnership. Darren came on board very quickly and mobilised his team across Newcastle and Teesside, to deliver incremental editorial support, as well as coverage of the main GO ON NE launch event at The Gateshead centre in Newcastle. We interviewed Martha Lane Fox and were able to arrange front page editorial support of what Go ON were trying to achieve.

What were the Results?

The post campaign numbers showed a staggering 9:1 ROI in editorial and commercial for the partners.
BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100k
25 - 34
35 - 44
45 - 54
55 - 64
Both
C2
DE
LOCAL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
North22 Aug 14 - 21 Aug 15ENGAGEMENTCSR/COMMUNITY
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