TV Licensing
Increasing awareness and support for vulnerable audiences
TV Licensing faced the critical challenge of increasing awareness of its concessions, payment plans, and support services among financially vulnerable individuals across Wales. This required a nuanced approach to communication and engagement, ensuring that vital information reached those who needed it most, often through trusted intermediaries.
Eq was tasked with designing and delivering a comprehensive stakeholder engagement programme across Wales. Our strategy focused on building and strengthening relationships with key organisations that support vulnerable communities, ensuring TV Licensing communications were effectively disseminated and understood.
Over a five-year partnership, we acted as a crucial bridge between TV Licensing and its target audiences.
Our multi-faceted approach was designed to maximise reach and engagement with sensitive audiences:
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Extensive stakeholder mapping: identified and prioritised key organisations and influencers across Wales.
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Strategic outreach programme: established targeted sector campaigns delivered quarterly, ensuring consistent and relevant engagement.
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Tailored communications: developed bespoke toolkits, newsletters, and social content, adapting messaging for specific stakeholder groups.
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Coordinated engagement: organised and facilitated roundtables, focus groups, and briefings to foster dialogue and gather feedback.
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GCS best practice: applied the OASIS Framework and Evaluation Cycle to structure and measure all activities, ensuring strategic alignment and continuous improvement.
Over a five-year period, Equinox successfully expanded and strengthened TV Licensing’s stakeholder network to over 500 key contacts.
Our strategic, layered engagement plans consistently delivered and exceeded KPIs, significantly improving awareness and access to support for vulnerable audiences.
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Expanded network: grew the stakeholder network to over 500 key organisations and contacts.
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High engagement rates: achieved a 53% engagement rate across communications, consistently above the industry benchmark of 30%.
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Extensive reach: over 2,000 stakeholder contacts reached annually through newsletters and direct communications.
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Targeted briefings: delivered 33 briefings to priority groups and generated 14 tailored newsletters over a 12-month period.
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Successful partnerships: secured successful collaborations, including with the Money and Pensions Service on a Talk Money Week campaign, reaching 265 stakeholders with a 60% engagement rate.
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Valuable insights: facilitated listening sessions with key organisations supporting women experiencing financial vulnerability and roundtables with housing associations, gathering crucial insights for policy and process improvement.
