London Borough of Harrow.
Harrow is the 12th largest borough in Greater London and one of the most diverse boroughs in the UK. Our campaign 'Harrow Clicks' helps citizens to use more effective services online.
Paying my council tax has never been easier.
33% increase in website visitors - 2007 to 2009. Overall cost per transaction reduced from £2.23 in 2006 to 93 pence in 2009.
Audience.
It’s automatic for many of us to use Internet banking, book holidays via the web and e-shop. However, convincing the public to use online public services, particularly in socially excluded communities, is a challenge. That's the case despite nationwide awareness of NHS Direct, online tax returns and car licensing.
Challenge.
One local authority aiming to reduce the number of people using face-to-face one-stop shops and call centres for services such as paying council tax is Harrow. Harrow wanted to shift customers online to free up offline channels for vulnerable people who needed them most.
Insight.
We were asked to develop a strategy to migrate people online to improve their customer experience. Our campaign, Harrow Clicks, gets to the heart of the service improvement: it’s better and easier for those people leading hectic lifestyles to take advantage of Harrow online services.
Result.
Our extensive local media and stakeholder relations campaign using above and below the line media from web banners to vehicles, fridge magnets to library bookmarks has significantly increased web users and dramatically helped to reduce transactional costs. http://www.harrow.gov.uk