Titles
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“Hackney Today” fortnightly circulation 108,000 |
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“Lambeth Life” fortnightly circulation 130,000 |
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“Waltham Forest News” fortnightly circulation 110,000 |
Background
It is the statutory responsibility of each local authority to communicate with their local residents. The Audit Commission confirms that the best vehicle of communication to residents is through a Council free newspaper delivered on a regular basis. The above mentioned titles have evolved through the professional management of the print and distribution process. London Letterbox Marketing is responsible for the distribution of each of these publications.
Objectives
It was the aim of each local authority to achieve as close to 100% efficiency of distribution as possible. To measure the success of every distribution each council employed independent Auditors, namely ABC (Audit Bureau of Circulations).
Method
The experience of our team has been built up over many years of operating within these boroughs. This, together with the application of the most up to date Royal Mail and Local Authority databases, has enabled us to identify and target households falling within each particular London borough.
One of the main benefits that local knowledge has brought is our ability to deliver to letterboxes situated in high rise blocks and council estates with entry phone systems. We targeted such locations during the hours when the tradesman bell is working and entry is relatively easy. We also overcame these difficulties through persistence and making prior arrangements with caretakers.
Results
Following the ABC auditing process these three titles were successfully issued with certificates. All audits carried out by ABC on these three titles verified over 97.5% efficiency of distribution.
Testimonials
“Lambeth Life”
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Ella Cope (Editor - Lambeth Life, March 2011)
“London Letterbox Marketing has done a great job for “Lambeth Life” during the seven years I have been here. I have also found that if there is a problem, they are very responsive. When I started, Lambeth used a different distributor with a very poor 42 per cent penetration. Since then London Letterbox Marketing have completely turned things around achieving above 97% efficiency. They have great local knowledge of the area.”
Vicky Hardman (Head of Media, March 2011)
“I want to thank you for all your team’s hard work getting Lambeth Life to our residents. The door to door distribution has really made a difference to our communication to our residents.”
| “Hackney Today” |
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David Roberts (Advertising Manager, April 2011)
“I have just seen the figures for the distribution of the last issue of Hackney Today (99.05%). Even by your usual high standards, this is an outstanding performance. Please convey my thanks to all the team.”
| “Waltham Forest News” |
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Kat Myers (Assistant Director Strategy and Communications, March 2011)
“Following a 12 month trial period and comprehensive tender process London Letterbox Marketing was awarded a three year contract to deliver our fortnightly newspaper “Waltham Forest News” to our 110,000 residential properties. I have always found London Letterbox Marketing to be flexible and responsive to our requirements. Their distribution achievement of over 97% penetration (verified by ABC) has been of vital importance to our newspaper’s success.”
Call 0208 940 0666
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