The client: A local authority in the north of England

The objective: Consult residents on a proposal for a new school, reaching as many people from different demographic backgrounds as possible within a six-week window.

Timeframe: One month (paid campaign), six weeks overall

Cost: £2,500 paid advertising budget

Impact: A multichannel approach spanning Meta platforms and Google — combining paid and organic activity — reached 1,876,000 residents and generated 112,638 feedback form completions. The data gathered provided the local authority with valuable insights to take to the Department of Education as part of their consultation report. Notably, resident satisfaction measures also improved in the same period for other local authority matters, suggesting the consultation process itself strengthened resident trust.

The campaign was the catalyst for a broader paid advertising strategy, sitting alongside an already robust organic and earned media plan. Recognition from stakeholders, funding bodies followed, with the investment in customer communications and the resulting positive PR specifically praised. Since then, the local authority has continued to develop its growth plan, underpinned by improved satisfaction scores and stronger customer relationships.