CASE STUDY: Council Reaches Voters Using Till Receipts

Provided by Access Point
CASE STUDY: Lancaster City Council use Homebase and Argos Till Receipts to increase electoral roll uptake.
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What was the Challenge / Background of the Campaign?

Lancaster City Council is a regular user of Till Receipt advertising following a recommendation to this form of marketing. The client has previously used this method to successfully gain new registrations in time for the 2015 general election. They were keen to use Till Receipt advertising again as it gives them the opportunity to reach a wider demographic.

What was the Campaign Objective?

To specifically target local people and to increase the number of eligible voters applying to be included on the register of electors. Councils have a government targets to achieve their registration quota and Till Receipt advertising forms part of a larger marketing strategy for this goal. The activity also benefits the end user as they can increase their credit score by being on the electoral register.

What was the Solution?

20 week till receipt advertising campaign at Argos Lancaster, Argos Morecambe and Homebase Morecambe. Timings of the campaign coinciding with EU Referendum.

What were the Results?

The campaign is ongoing until May 2016 and coincides with the forthcoming EU Referendum. The council are already experiencing an uptake in eligible voting numbers and expect this to increase as the summer progresses. "Access Point provided a competitively priced advertising option to allow us to provide a targeted campaign through a well-known retail outlet with very little fuss." Lisa Vines, Lancaster City Council.

What were the Key Learnings of this Campaign?

The client felt the campaign is effective in introducing new subscribers to the electoral roll to meet their registration quotas, particularly in time for the forthcoming EU Referendum. "Till receipts provide a way to get a message to people we may otherwise have missed." Lisa Vines, Lancaster City Council.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k20 week campaign expected to reach 6690 shoppers per week
All adultsBoth
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
01 Feb 16 - 30 Jun 16DIRECT RESPONSE
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