How Data and Better Insight Can Transform Your Campaigns - Webinar Recording
- Dominic Ridley-Moy
- May 19
- 2 min read
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Public sector communicators are constantly being asked to deliver more with less – but too often, campaigns are launched without a deep understanding of the audience they’re trying to reach. The result? Wasted time, wasted budget, and little measurable change.
This free webinar will show you how better data and evaluation can transform your campaigns from scattergun to strategic – with real impact.
🔍 What you'll learn:
How to use free or low-cost open-source data to build accurate audience profiles
What data is out there (and how to find it)
Why better audience insight leads to more targeted, cost-effective campaigns
How to identify the behaviours you want to change – and the barriers in the way
How to apply theory using a campaign planner tool.
Whether you’ve got an insight team or you’re flying solo, you’ll leave with practical, actionable techniques to apply straight away.
Lindsay Coulson, Strategic communications and campaigns specialist, talked about bringing the theory to life, and explained how understanding your audience and using strategic planning models like OASIS can lead to stronger, more cost-effective campaigns that actually shift behaviour. For help with campaign planning or training for your team please call her on 07779 260129 or email lindsayathadyncomms@gmail.com. Lindsay is also a communications consultant and can support teams with their comms planning and strategy writing. Russell Pask, Archangel Construct, AI Insight and data specialist, talked about how existing public data sets can reveal audience behaviours and barriers – and help you build campaigns that truly resonate. Email: russellpask9@gmail.com John Paul Danon, CAN showed how to source and apply open data and behavioural segmentation techniques, turning numbers into meaningful campaign insight – even on a limited budget. Email:jp@can-digital.net Useful resources Here are some free resources the speakers shared: The COMMS:FILES: This is a bank of shared knowledge from which you can ‘withdraw’ ideas and inspiration from hundreds of examples of top-drawer comms, whether it’s motivational internal communications or behaviour change campaigns for residents. And you can ‘deposit’ campaigns you’re proud to have worked on here too. https://comms-files.co.uk/ Free data resources from Russell's presentation around all things data: www.ons.gov.uk www.ofcom.org.uk www.cdrc.ac.uk
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