Birmingham City Council

Channel shift campaign reduces school admissions team’s workload by 72%

Birmingham is the second largest and most populous city in the UK (after London) and the council serves over one million citizens. Every year there is competition for school places and the council sees a huge spike in call volumes during the admissions period that significantly increases the strain on staff resources and call centre costs.

Download this success story to learn how Birmingham’s channel shift tactics, specifically a targeted email campaign using the GovDelivery Communications Cloud by Granicus, kept citizens informed and resulted in 72% fewer calls on the 2018 secondary school offer day in comparison to 2016 figures, before measures were introduced. The reduction in calls across the seven days that followed equated to a ~£13.4k saving.

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