Case Studies - Leeds City Council

Client: Leeds City Council

Campaign: Door to Door Delivery of Recycling information Packs

Brief:

To execute a solus door to door campaign to deliver a council information pack to every residential address with an LS postcode (325,000 in total).

Target Audience:

• All residents of Leeds and surrounding towns and suburbs.

Campaign Description:

• Targeted Solus Pack Distribution
  • A team of promotional staff overseen by two team leaders executed solus delivery of recycling information packs to residential homes across the Leeds area.
  • Information Packs were distributed into individual letterboxes of all types of residential properties (detached, semis, terraces and blocks of flats).

• Logistics:
  • All materials were stored at our Leeds head office storage facility. These were accurately broken down and stored in order of specific postal sectors and their allocated type of print.
  • The team were split into small groups each covering their own daily set of maps and street lists, all overseen by the on site project manager who met up with them all throughout the days, checking on their progress, their locations and replenishing the teams during their shifts.


• Onsite Staff Management:
  • The daily team consisted of ten distribution staff, plus two team leaders and a project manager.
  • All staff were existing leaflet distributors for Link Communication and are experienced in this field.
  • Their performance was closely monitored by the two appointed team leaders and the project manager.
  • The team leaders were in charge of logistics in the field, staff management and collation of street coverage lists.
  • There was also a project manager whose main responsibilities were to carry out quality control checks and replenish the print from the support vehicle. This was also done to evaluate team members and to ensure that work productivity was at its highest at all times.


• Head Office Management:
  An experienced Project Manager oversaw the entire delivery programme for the householder pack. His roll included:
  
  Pre Campaign
  • Creating, understanding and communicating route maps for staff for each daily distribution run.
  • Selecting, briefing all staff and choosing appropriate team leaders for both roles.
  During Campaign
  • Daily coverage list updates with the briefing sessions with the team leaders and field staff. This includes the streets covered per day, volume distributed per day, any recorded customer interactions (including feedback from the householders where appropriate).
  The campaign also benefited from the head office operations team (Operations Director, Operations Manager and Operations Assistant) who all contributed to route mapping, location plotting, and allocating daily task setting.






• Performance Monitoring:
  On Site
  • All shifts were overseen by two experienced team leaders who provided the head office project manager detailed coverage areas at the end of each day of activity.
  • A separate and impartial staff member monitored the success of the distribution by checking on the team covertly. Their streets were chosen at random which the staff member visited to check that the delivery had been executed correctly. Their findings were collated and returned back.
  • Any streets which were found not to be adequately covered were investigated and re done fully within 48 hours of the findings.
  Head Office
  • The project manager was continually in contact with the distributors both through their team leaders and directly. They were collating feedback, coverage lists etc throughout each day of activity.
  • The team were also closely monitored using mobile phone triangulation to monitor the location of the staff throughout the distribution. This was used periodically throughout the days, allowing the team to be located in real time throughout their shifts.


• Customer Care
  • All promotional staff followed Link Communications strict codes of conduct when undertaking any work. All staff are fully briefed into the campaign and fully understood their obligations as part of our teams. Each staff member was contracted for each piece of work and complied with all temporary employment laws.
  • The behaviour and attitude of each staff member was closely monitored by the onsite team leaders which was fed back to the project manager.
  • Each team member understood that they were acting as part of a team - each being brand ambassadors for Leeds City Council. Any interactions with the public were friendly, positive and educational for the residents.

Results:

• All 325,000 housholds with LS postcode were fully covered within the agreed four week time frame.
• The client (Leeds City Council) independently verified the delivery of the materials by checking with all of its own staff, which retrieved a 100% coverage result.
• Leeds City Council use Link Communication on a regular basis for a wide range of their marketing requirements.