The SG Comms Plan
Governments love strategies and plans. They sound really important, don’t they? And, of course, they are. But they’re also only as good as the implementation and delivery which follows.
We’re partial to a spot of planning in SG Comms too. ‘Failing to plan is planning to fail’ as the saying goes. But we also recognise that it’s the execution of the plans which delivers results.
We’ll be making use of the full armoury at our disposal – marketing, news, digital and internal comms – to deliver the Plan, and placing more emphasis than ever before on work which is based on evidence and insight, and which can make a genuine contribution to outcomes. Or – putting aside the civil service jargon for a minute – doing stuff that is proven to improve and change lives.
Of course, delivering first-class work requires first-class people. Luckily we have them in abundance. I’m proud to be able to work alongside some of the brightest and most energised people working anywhere in the marketing and communications sector.
Some of the great work they do – and some of the great results they deliver – are highlighted in the Plan. For example:
- an 18% year-on-year increase in recruitment into junior doctor training posts via the #juniordocscot campaign,
- engaging over 7,000 people in face-to-face conversations about how to create a more equal society through the Fairer Scotland engagement programme,
- the Eat Better, Feel Better campaign that saw 35% of target mums shopping, cooking and eating more healthily.
We can’t deliver what we do on our own. We’re supported by some great people in Comms who do the invaluable but often invisible stuff behind the scenes; we work with talented policy colleagues; we collaborate with other public sector bodies; we partner with some great companies and organisations; and we work hand-in-hand with Scotland’s best marketing agencies.
The last 12 months were busy, successful, rewarding and challenging. I’m sure the next 12 will be exactly the same and I can’t wait!