Brief To position Serco at the forefront of debate about the design and delivery of the UK’s public services
Solution How can public service providers deliver more for less? What’s the future of the NHS? Who are the political leaders of tomorrow? These are just some of the topics tackled by Ethos, a multichannel content marketing programme consisting of a bi-annual journal, website and email newsletters supported by social media. We cultivate a strong ‘debate’ aspect to our editorial assets in the form of interviews, head-to-heads and multi-opinion pieces. This leads to provocative discussions that are enabled and encouraged by social media platforms such as Twitter. Editorial authority and intellectual clout is achieved by using only the highest profile contributors from across the political spectrum. This guarantees attention from our distinguished audience of politicians, civil servants, think tanks, the voluntary sector, academics and journalists. And it certainly seems to be working: 87% of 2014 survey respondents said Ethos content is ‘good’, ‘very good’ or ‘excellent’, while the advocacy figure is 79%. Plus, we’ve won a few awards, too.