How a leading communications agency centralised and managed data for a national government campaign

Digital Ready CommsHub

Problem

N2N is one of Australia’s largest independent communication agencies. The Federal Department of Communications engaged N2N to prompt 20 million Australians to re-tune their TVs so they didn’t lose service when channels moved frequencies. The change impacted every Australian home, business and building with a TV set.

N2N needed a platform that could centralise and assist in the creation and management of more than 400 localised PR campaigns across Australia, as well as give visibility across a large set of data, which would have been near impossible with manual tools.

Solution

Due to the ambitious timeline and urgency of the project, WordPress was selected as the quickest way to get a solution up and running, that could also be iterated upon throughout the life of the campaign.

The Code Company created a custom WordPress-powered web platform that was able to manage the complex Digital Retune campaign data that was both user-generated and sourced from external APIs (application programming interface). The application tracked hundreds of thousands of objects, such as geographic-specific action plans, phone calls and their responses, emails, email campaigns and local stakeholder and media contacts for each site. It was also smart enough to cross reference contacts who may have been relevant over multiple geographic-regions.

The platform had to to integrate with other external APIs in real time. A common use for this would be switching the timeline of when a physical tower would be changed over. A sequence of automated actions had to allow the team to manage the situation accurately.

Additionally, the platform allowed different levels of access to ensure that operators in call centres weren’t given the same privileges as project or campaign managers. There were multiple user roles, each with a unique purpose and set of responsibilities.

Results

Overall, the platform was able to track and execute over 6000 action tasks, manage over 20,000 contacts, create over 130,000 activity logs, including: over 45,000 phone calls, 160,000 question responses, and 21,000 emails.

 

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The platform we developed was able to track all actions and pull together reports of overall campaign success both at a macro and micro level. This data was regularly presented to government officials, and needed to be detailed with pinpoint accuracy.

The platform was able to increase efficiency across almost all aspects of the Digital Retune PR campaign. It allowed N2N to focus on delivering quality work rather than micromanagement.