Monetisation of Government Comms

The Marketing team have had a number of specific approaches from international partners for both consultancy and creative support, based on the award winning PHE social marketing campaigns. There is an opportunity for the team to commercialise the work that has been done by the team as well as build on PHE’s international reputation in the field of social marketing and behaviour change. This area of expansion was considered as part of the recent Cabinet Office Capability review. It was strongly recommended that this work be taken to the next level to identify what could and should be commercialised. Following the review PHE were approached by the Government Communication Service (GCS) to consider a cross-government approach to commercialisation of marketing and government assets. The PHE marketing team have had a specific approach from the Rio Olympic team. They would like us to sell Change 4 Life to them as part of their Olympic legacy. Although this is still at the initial stages at the current time we do not have products to sell. Better Value for Money can be delivered by looking at this as part of a longer term proposition. Some of this work will be required to support an approach we have had from the Rio Olympic team who would like to use Change 4 Life as part of their Olympic legacy. In addition we will also use these products to support Local Authorities in delivering our campaigns on the ground. This is support that has been requested by a number of our Local Authority partners to enable them to deliver increased participation in the campaigns and support the delivery of PHE priorities. This will lead to more smoking quit attempts as well as supporting more families to eat less. The job requires a unique specific set of skills:  Understanding of social marketing and behaviour change specifically the unique nature of the Public Health campaigns;  Experience of commercialising/productising marketing products at an international level;  Experience of developing a consultancy business plan both short and long term in a new area of work;  Ability to identify commercial opportunities The skills for this work are unique and to take advantage of the approach from the Rio Olympics require a quick turn around. Importantly, the Cabinet Office were working with Oxford SM on a related activity regarding monetising government marketing and advised PHE to utilise them in this way. Oxford SM previously worked on our campaigns & have the knowledge of the business and the complexities of commercialisation. Through their work at OxfordSM they have knowledge of designing and delivering new marketing products into the international markets. As we have already tested our Framework suppliers and found that the combined skills are not readily available we believed that the best Value for Money would be to engage with OxfordSM who will provide both the specific expertise in combination and who have a considerable understanding of PHE.