Public sector marketing and communications teams can get quick and easy access to tools to audit the performance of their campaigns, through a new Crown Commercial Service procurement framework.
The Communication Performance, Auditing and Analysis framework, designed in collaboration with the Government Communication Service (GCS), customers, and industry experts, promises to improve campaign outcomes for public sector marketing and communications teams.
It is more comprehensive than previous agreements, allowing for the review of total end-to-end campaign spend and the real-time measurement of performance.
CCS spoke to potential customers and suppliers during 2019 and the subsequent agreement reflects their feedback, increasing transparency on the effectiveness of spend, in line with the government’s marketing policy agenda, while making it as simple as possible for SMEs to bid.
5 agencies have been appointed to deliver services through the agreement, including 3 SMEs.
Philippa Hutchins, CCS Media Category Manager, said:
The industry has moved on significantly since our last agreement was launched. The thinking around auditing and assurance has changed. Customers have told us they want to be able to measure outcomes and performance to optimise campaigns while they are live.
This new agreement drives better value for taxpayers across all paid communication activity, establishes best practices, identifies inefficiencies, and raises standards even higher for all communications teams across the public sector.
David Amstel, Head of Campaigns, Cross-Government Campaign Services at Cabinet Office said:
This new framework aids the measurement and evaluation of the whole campaign delivery cycle. It is more important than ever that we are able to prove the value and outcomes of our work as communicators, a task made easier with the support of the excellent range of suppliers available.
The agreement includes increased access to more manageable, low-value opportunities, strengthening specialist and local supply chains – important for customers looking at social value opportunities.
CCS supports the public sector to achieve maximum commercial value when procuring common goods and services. In 2018/19, CCS helped the public sector to achieve commercial benefits worth £945m – supporting world-class public services that offer best value for taxpayers.
Take a look at the new Communication Performance Audit and Analysis agreement.