Marketing

Introduction to Marketing

Government marketing helps fulfil operational and policy objectives by effectively understanding and meeting the needs of citizens, as well as changing their behaviour for personal and societal benefit.

Marketing campaigns include research into citizen behaviour, insight generation, strategic planning and the implementation of communication programmes across multiple channels, including working with partners who can amplify our communications. They will use data and insights to determine attitudes, habits and preferences so that our communications are relevant, meaningful and effective. 

So when you watch a Department of Health and Social Care (DHSC) health campaign on TV or see a HM Revenue and Customs (HMRC) advert on a bus shelter reminding you to do your tax returns, you know that there’s a marketing team behind it who’s worked out the best way to get that message to you.

Our standards

To ensure government marketing is delivered to the highest standards, your work needs to comply with the key pieces of our guidance.

Marketing professionals should deliver 8 goals:

  1. Focus on delivering a high-quality customer experience.
  2. Support the raising of awareness of policies, influences attitudes and behaviours.
  3. Aid the operation of services.
  4. Be based on reliable data.
  5. Use appropriate and validated creative techniques to influence attitudes and behaviours.
  6. Be founded on established behavioural science.
  7. Build confidence and trust in the government’s institutions and brands.
  8. Be measurable in terms of effectiveness and achievement goals.

Test and Learn Guidelines for Media Buying

The Test and Learn Guidelines for Media Buying are aimed at all communicators and provide practical guidance and knowledge on how to incorporate test and learn approaches into campaign planning to increase the effectiveness of government communications.

Read and implement: Test and Learn Guideline for Media Buying

Campaigns

Consumers and citizens are bombarded by thousands of messages every day, from TV commercials, emails, newspapers, magazines, billboards, brand labels, to Facebook and Google adverts, signage, and mobile adverts. The volume of messages and channels fighting for our attention has never been greater.

Marketing includes:

  • research into citizen behaviour
  • insight generation
  • strategic planning
  • implementation of communications programmes across multiple channels
  • effectiveness measurement
  • a focus on delivering a high-quality end-to-end service and customer experience.

Government departments and arm-length bodies are increasingly adopting social media platforms and data-driven solutions. Their marketing strategy is to reach and impact their audiences in a better way, at the local, state and national level.

Use our guidance on Delivering government campaigns
Most popular topic: Guide to campaign planning: Oasis

Branding

Each department must follow its branding guidelines but you must also be aware of government Branding guidelines.

Check out our useful guide: Using images as a communication tool (member access).

The Advertising Standards Authority (ASA)

The ASA is the UK’s independent advertising regulator formed in 1961, ensuring rigorous standards in all areas of advertising in the UK. They make sure ads across the UK abide by the advertising rules by measuring them against The Advertising Codes, which are written by the ASA’s sister organisation, the Committee of Advertising Practice (CAP). 

All members of GCS should be familiar with the ASA and how to abide by their regulations. This involves understanding: 

  • the “complaints to conclusion” process 
  • the remit of the ASA 
  • what type of adverts do not adhere to ASA regulations 
  • sanctions that the ASA can use.

ASA resources

The ASA has a range of resources to help communicators receive guidance, information and knowledge on their entire regulatory process. Below are some useful examples: 

Why understanding the ASA Advertising Codes matters

Design102

Design102 is a creative design studio solely for government departments, agencies and public bodies.

Their design expertise covers a wide range of areas including:

  • branding
  • strategy
  • campaigns
  • video and photography
  • animation
  • copywriting
  • proofreading

For more information:

Engaging with influencers

Our ‘Influencer due diligence policy’ provides essential guidance for all government communicators who are considering working with social media influencers. 

The policy also outlines what checks you and your departments should complete before engaging with any influencers. This will help ensure that our influencer partnerships are effective, appropriate, and aligned with government communications standards.

Further information on engaging with influencers can be found in our ‘Guidelines for influencer marketing’.

Partnership marketing

Screenshot of the partnership marketing video

Working with partners can help your campaigns go further. Find out how with case studies from the UK Transition campaign and the new publication they created:  ‘Introduction to partnership marketing’. 

Resources:

Introduction to partnership marketing (members access)

Advertising, marketing and communication spending control guidance

Using images as a communication tool (members access)

Crisis communication: A behavioural approach

Explore our on demand learning

Learning and resources

In this section

Related content