The Highways Agency Case Study
Challenge:
K+R was appointed in June 2002 to develop a brand and communications strategy for The Highways Agency, the executive agency responsible for England’s motorway and major trunk road network The objectives of the work were to ensure good mutual understanding between The Highways Agency and its stakeholders and customers and to reflect the change in The Agency’s role from that of an asset manager to network operator. A key element of the strategy relates to the increasing need for the Agency to manage the traffic on its roads, change driver behaviour and, in consequence, interact more directly with the public
Strategy:
K+R undertook an audit of internal and external audiences, PEST and SWOT analysis and a review of the business plan, traffic forecasts, market research and the Agency’s current communications materials Following the audit, the consultancy developed a recommended communications strategy, brand identity and stakeholder ‘promises’. These were supported by a series of recommendations on the service and product development tactics required to deliver the strategy and brand objectives Our recommendations were accepted by The Highways Agency Board, for implementation over a five year period beginning in 2003
Tactics:
K+R further supported the strategy work with the development of a detailed 5 year communications programme embracing a combination of roadside communications, traffic information web site, call centre, advertising, stakeholder relations programmes, market research, customer satisfaction surveys, public relations, events and publications. The programme began in April 2003
The consultancy also helped with the implementation of preparation work, including an internal communications programme to support the need for related organisational culture change
Results:
The Highways Agency reported in June 2004 that the majority of the recommendations and related programme were, or had been, implemented with very few changes. Most importantly, the strategy and programme were viewed as highly successful particularly as the implementation required a wide ranging adjustment to the Agency’s culture
