Case Study: Rural Payment Agency

Spitfire introduce farmers to the benefits of the RPA’s new online system

The RPA needed to encourage Farmers to use a new online process for claiming their rural payments from the government. The traditional method was using maps, paper forms and hours of work. There were a host of benefits by going online, and they needed to be delivered as a multi-channel campaign in order to maximise the impact over an active ‘claim window’.

The strategy was to use direct mail, PR and advertising in the farming press and online marketing. In addition, a range of point of sale items such as posters, interactive presentations and a guidance booklet was developed.

The campaign featured a branded pc mouse which gave the campaign instant recognition and had the flexibility to work across every channel including animated banners.

Efficiency was vital in delivering a well co-ordinated communications plan and Spitfire worked closely with RPA’s marketing team in order to turn around each element of the campaign to a rigid timing plan, that had no margin for error.

The campaign was a success and by May 2010, the number of farmers going online exceeded the RPA’s target.