CPS – Invest Website and Marketing

Developing the communication tools to lead a major change programme at the heart of the Criminal Justice System

Crown partners

With over 8000 staff in 42 locations, the CPS could be regarded as the biggest law firm in the country. Moving everyone on to new job titles and descriptions was never going to be one of their easier briefs.

The clock's ticking

When we were asked to get involved there were 6 months to go before all the staff at the CPS moved over to a career family structure; with new job descriptions, a new performance management and appraisal system, and for many, a new job title. We had to move fast and devise a campaign that reached all staff from the Chief Crown Prosecutors to the building maintenance teams.

Invest in yourself

Every law practice operates in an information heavy environment. Any messages not relating to case work have to fight to get noticed. Instinct and experience told us that we needed to create an internal brand that stood out from all other CPS communications. We also knew, that the core purpose of the changes being introduced was to enable staff to invest in themselves and their career. The campaign brand Invest was therefore a natural choice.

New way through

The only established means of reaching all staff was through pay roll and this was strictly off limits. We needed something else and to know who was getting the message and who wasn't.

Measuring effectiveness

Using the web in a new way for CPS, we built a campaign site that kept staff informed about how the changes would affect them. Every member of staff was given a unique access code and encouraged, via email newsletters and marketing, to log on for the latest info. This approach allowed us to measure responses to the campaign, and to adapt tactics to try and reach those that hadn't logged in.

Get the message out

To drive people to the site we needed to reach staff throughout their working day. An internal poster campaign was devised to shout out from staff message boards. Full page ads in staff newsletters and a roadshow run by the delivery team were branded with the Invest ID. A toolkit was designed for each member of staff that helped them manage the changes, plan their career and log all highlights going forward.

Going live with 100% awareness

By the go live date nearly 70% of CPS staff had accessed the website using their unique access code. A telephone survey amongst staff revealed a 100% awareness of Invest.

Crown Prosecution Service

Crown partners

With over 8000 staff in 42 locations, the CPS could be regarded as the biggest law firm in the country. Moving everyone on to new job titles and descriptions was never going to be one of their easier briefs.

The clock's ticking

When we were asked to get involved there were 6 months to go before all the staff at the CPS moved over to a career family structure; with new job descriptions, a new performance management and appraisal system, and for many, a new job title. We had to move fast and devise a campaign that reached all staff from the Chief Crown Prosecutors to the building maintenance teams.

Invest in yourself

Every law practice operates in an information heavy environment. Any messages not relating to case work have to fight to get noticed. Instinct and experience told us that we needed to create an internal brand that stood out from all other CPS communications. We also knew, that the core purpose of the changes being introduced was to enable staff to invest in themselves and their career. The campaign brand Invest was therefore a natural choice.

New way through

The only established means of reaching all staff was through pay roll and this was strictly off limits. We needed something else and to know who was getting the message and who wasn't.

Measuring effectiveness

Using the web in a new way for CPS, we built a campaign site that kept staff informed about how the changes would affect them. Every member of staff was given a unique access code and encouraged, via email newsletters and marketing, to log on for the latest info. This approach allowed us to measure responses to the campaign, and to adapt tactics to try and reach those that hadn't logged in.

Get the message out

To drive people to the site we needed to reach staff throughout their working day. An internal poster campaign was devised to shout out from staff message boards. Full page ads in staff newsletters and a roadshow run by the delivery team were branded with the Invest ID. A toolkit was designed for each member of staff that helped them manage the changes, plan their career and log all highlights going forward.

Going live with 100% awareness

By the go live date nearly 70% of CPS staff had accessed the website using their unique access code. A telephone survey amongst staff revealed a 100% awareness of Invest.

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