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Case Study: National Lottery Promotions Unit
Reviewing the performance of the National Lottery Promotions Unit
Area of expertise: Museums, galleries & heritage
Client: National Lottery Promotions Unit
Project: Communications Audit
The brief
The National Lottery Promotions Unit (NLPU) is an independent PR unit which aims to raise awareness of National Lottery Good Cause funding. The Unit works with a range of stakeholders including the Department for Culture, Media and Sport, the National Lottery Commission, 14 Lottery distributing bodies and the Lottery operator Camelot.
NLPU appointed Firebird PR to conduct an independent review of the performance of the Unit since its reorganisation in 2006.
Objectives
- To ascertain stakeholders' perceptions of the performance of the Unit
- To assess the progress of the Unit
- To identify areas for further improvement
Strategy and plan
We undertook an audit process which consisted of the following key activities:
- developing questionnaires comprising a mixture of quantitative and qualitative evaluation techniques
- interviewing stakeholders
- analysing data
- producing a report with recommendations for further improvements
PR Services provided
Successes
- Independent analysis of the performance of the NLPU
- Consultative dialogue to encourage ongoing participation and buy-in from key stakeholders
- Mandate for future role of the Unit
Testimonial
"From the outset, Firebird's highly professional approach, unwaivering determination and enthusiasm for the project instilled confidence in us. Their intuitive approach and experienced handling of the variety of stakeholders involved was greatly appreciated and enabled the production of a comprehensive report that exceeded our expectations. As a result of this audit, we have cemented the positive working relationships with our stakeholders and renewed our confidence to continue successfully raising awareness of the difference the £25 million a week raised by Lottery players is making to Good Causes around the UK."
Caroline Wood
Acting Director, National Lottery Promotions Unit