STRATEGIC COMMUNICATIONS SUPPORT

Descriptions

The CMA requires a digital campaign strategy and plan to increase the number of people reporting cartels to us. We currently use three reporting channels: email, a telephone line and an online reporting form. Information on cartels and details of how to report them can be found on our 'stop cartels' campaign page. The chosen agency will need to help us identify and drive quality leads, ergo the number of people reporting business cartels that contact us with evidence of wrongdoing. Part of the challenge will be around accurately defining and tracking this 'quality' metric throughout the life of the campaign. As the 'stop cartels' campaign page is still relatively new, we are also keen to drive up the numbers of people seeing this page and engaging with it, through an action, e.g. watching a video, completing a quiz, reading information and ultimately reporting a cartel. We are keen to learn from this campaign to gain further insights into the behaviour of our target audiences, when faced with messaging aimed at encouraging reporting.