Haringey Council's marketing communications team saved £2.1M
In 2010-11, Haringey Council’s marketing communications design & print team (MCDP) undertook an ambitious programme to change the way the council plans and fulfils its marketing communications. The result has created an annual saving to Haringey Council of £2.1 million on its marketing, design and print activity, representing a reduction in marketing spend of 76%.
An initial review identified the following issues as targets for improvement:
- fragmented, inefficient and labour-intensive systems and working processes
- a large volume of poorly briefed, unplanned and urgent work
- high cost of in-house and out-sourced design and print
- poor reputation of marketing communications services within the organisation.
To meet these targets, Haringey Council implemented Panacea Software to cut costs, ensure efficiencies and free up the skilled MCDP staff to take a strategic lead in improving the council’s marketing communications.
During the same period, separate savings targets were met by reducing the MCDP team from 13 staff to seven. Haringey also used Panacea Software to automate the management of language services to meet continuing high demand, while their translation and interpreting team of five was reduced to just two staff.