[cma-l] ONS Community Radio advertising spend
Shane Carey
shane at eclectic-productions.co.uk
Fri Mar 4 18:10:17 GMT 2011
Dear william,
What your area manager for st Albans has said below 'advertising spend
is being directed towards community radio in the big cities, with a
high proportion of ethnic minorities' is in direct contradiction to
your claim below that there is no money for advertising spend.
Apparantly he got this direction from central office.
As you are the head of media for the central office, I would like you
to clarify this statement - or it is yet another example of either
poor organisational internal communication, or more fobbing off?
Regards,
Shane
On 4 Mar 2011, at 17:59, "William Mach" <william.mach at ons.gsi.gov.uk>
wrote:
> Dear Shane,
>
> Thank you for your note. I must confess I thought my last
> explanations on
> advertising and budgets were quite clear so I am enclosing them
> again below
> for ease of reference. I don't think we can add anything new.
>
> Regards
>
> William
>
>
> Census advertising
>
> There is a range of census activities through which ONS tries to
> reach all
> sections of the public using both marketing and direct contact. These
> activities include PR and news generation, engagement through
> voluntary and
> community organisations, advertising, direct mail out of the
> questionnaire
> and door to door visits by census collectors to households that have
> not
> returned their completed census.
>
> Within the budget available we use a blend of these different
> tactics in
> order to maximise questionnaire return rates from all groups within
> society. It is not of course possible to use all tactics for all
> areas and
> all population groups.
>
> You asked specifically about use of community media by the census
> and also
> for details of the national advertising campaign.
>
> As part of the overall census communication and engagement programme,
> census area managers and community advisors are contacting local
> community
> media to raise awareness of the 2011 census. Many organisations have
> responded positively, recognising the importance of encouraging their
> audience to participate, and covering the census in news and editorial
> features.
>
> The national census advertising campaign will begin on 21 February.
> The
> campaign focuses on media channels with high reach, primarily TV and
> outdoor with a smaller amount of digital advertising. Radio
> advertising and
> local print advertising are being considered for localised areas if
> questionnaire return rates are lower than predicted during the
> census field
> operation in April. It is not possible at this stage to identify
> where or
> if this advertising may be required.
>
> In answer to your further questions, thank you for your further email.
>
> We have as you know asked our area managers and community advisors to
> approach community media to explain the benefits of the census to the
> community and also to promote the thousands of job opportunities
> which the
> census provides. Some of the community organisations that have
> thought this
> information was of interest to their audiences are listed below.
>
> Ipswich Community Radio
> Hope FM
> Ummah Channel
> BEN TV
> Cresent Radio
> Asian Star
>
> Area managers have also successfully approached the news teams of
> local
> commercial radio and print press, but have no budget for
> advertising. I
> hope that is helpful information for you.
>
>
>
>
>
>
>
>
>
>
> |---------+-------------------------------->
> | | shane at eclectic-produc|
> | | tions.co.uk |
> | | |
> | | 04/03/2011 11:49 |
> | | |
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> | To: William Mach/TITCHFIELD/
> ONS@
> ONS
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> | cc: Stephen Penneck/NSPD/ASRG/LONDON/ONS at ONS, cma-l at commedia.org.uk
> , jaqui.devereux at commedia.org.uk |
> | Subject: FW: ONS Community Radio advertising
> spend
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>
>
>
> Dear William,
>
> I sent this email (below) to you earlier in the week, and am writing
> as
> I’ve had no response as yet. To date, communication and clarity from
> the
> ONS both centrally and locally has been poor. It is difficult to
> understand
> why, as one of your campaign pledges was to specifically target the
> hard to
> count in ethnic minority groups. As your Area Managers’ response bel
> ow
> suggests, the importance of using Community Media to target these
> groups
> has been recognised. Why then are we and Community Radio in the bigger
> cities still experiencing either a wall of silence or inconsistent
> information from your organisation?
>
> As Head of Media for the ONS, we would appreciate some clarity from
> you.
>
> Regards,
>
> Shane Carey
> Reprezent FM
> London
>
>
> From: Shane Carey
> Sent: 28 February 2011 16:00
> To: 'William Mach'
> Cc: 'Pishias, Christos'; Foreman, Wendy; 'PMorris1 at lambeth.gov.uk'
> Subject: ONS advertising spend
> Importance: High
>
> Hi William,
>
> One of my colleagues in the Community Media sector has forwarded on an
> email from their local ONS area co-ordinator. His station is based
> in St
> Albans, and he’s been trying (like the rest of us!) to get some clea
> r steer
> from ONS officials as to ONS community media allocations.
>
> Sorry for the slow reply on this matter Clive, I've chased up the
> office on
> this matter. I'm sorry to say that the radio advertising spend is
> being
> targeted towards community radio that cater for hard to reach ethnic
> minority groups in the bigger cities, and as a result there is no
> funding
> for other community radio stations. I am sorry I couldn't be the
> bearer of
> better news for you.
>
> Thank you for your support for the 2011 Census so far.
>
> Kind Regards
>
> Alan Mordey
> 2011 Census Area Manager
> Broxbourne, East Herts, Welwyn Hatfield, St Albans & Harlow
> Tel: 07801331393
>
> The seven south east London boroughs we cover contain a high level of
> ethnic minority residents, yet the local ONS area managers have a
> blanket
> response that ‘there is no ONS budget for advertising’. As such,
> two of the
> seven councils have contributed a small amount from their already
> heavily
> strained budgets – with no Community Media campaign assistance from
> the
> ONS, despite many approaches.
>
> Can you advise?
>
> Best,
>
> Shane Carey
> Director
> Eclectic Productions
> www.eclectic-productions.co.uk
> www.reprezent.org.uk
> 020 8320 0880
>
>
>
>
>
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