Leading the way with CPA

Client: NUNEATON AND BEDWORTH BOROUGH COUNCIL (NBBC)

Project: Media relations programme for Comprehensive Performance Assessment (CPA)

Background: NBBC underwent its CPA in the summer of 2004. It was determined to welcome the CPA process, seeing it as a positive initiative.

Objective: To promote the Council’s CPA, to encourage public involvement and to show that the Council is open and committed to providing quality services while working in partnership with other organisations.

Our role: With 2004 being the year of the Olympics in Athens, Word Association devised the concept of the CPA being the Olympics for councils. The creative team designed a vibrant logo incorporating the letters CPA into a five-ring Olympic style design. A CPA launch was then staged at The Pingles Leisure Centre, featuring Olympic swimming hopeful, Adam Whitehead, who comes from the Borough. The launch was followed by a programme of 10 news releases which focused on individual key services – one for each ‘event’ in the decathlon theme.

Results: Three quarters of the way through, the media relations programme had generated coverage of more than £25,000. Despite the Council receiving a ‘weak’ rating in its CPA, the media coverage achieved was well balanced. At the campaign outset, Word Association identified the key messages of ‘quality’, ‘improving’, ‘partnership’, ‘listening’ and ‘consultation’, and these featured regularly in the coverage secured.