Insight
There is currently a great deal of ill feeling towards the TV licensing collection system and their methods of communication. This has been observed in social media activity, included the launch of anti-TVL Facebook groups including "10 million for NO TV LICENCE" and campaign groups such as "The People's United Community" and "BBCresistance" as well as general media wide discussion.
The 'big brother' brand image and the 'pay or else' approach to collecting revenue is considered by many to be "heavy-handed", "intimidating" and "bullying".
The BBC have acknowledged this and began reviewing licence fee collection with a public consultation in September-November 2008. This will include an investigation into "the tone of the marketing and advertising about the TV licence" BBC Trust (2008) BBC Trust to review how the licence fee is collected the results of which were due for publication at the end of April 09, a few months after this body of work was completed.
Based on this activity a need was identified to improve perceptions of and create a more approachable feel to, the TV Licensing brand by studying their current CRM and creating a new strategy for their customer approach one which would encourage consumers to feel positive about paying their TV licence while still warning those who evade payment of the consequences of their actions.
Public Opinion
The following are comments from the Facebook Group "10 million for NO TV LICENCE"
Positive
"who wants to watch 5 minutes of adverts every 15mins? not me. i'd gladly pay to never see a shitty advert ever again"
"The BBC is awesome. If we didn't fund the BBC......television would become one giant advert. The BBC makes amazing programmes and I gladly pay the license fee and I'm a skint student."
"i love the bbc. i'll gladly pay a mere £140 a year for match of the day alone!"
"noticed on there it states it covers the use of a tv set, digital box, computer and/or mobile phone. is it good value then? I didn't realise it covered all these things"
Negative
"people all over the country are being bullied into paying for a service regardless of whether they use it or not"
"I dont even watch BBC why should I pay for it?"
"I am subscribed to sky and neva watch bbc unless on the rare occasion they put a good film on, i think they should scrap tv licence and switch to adverts like the other channels!"
"The only programmes I've watched in the last few years are the comedies 'The Mighty Boosh' and 'Black Books'."
"i have a tv but cannot afford to use it. thanks tv licencing."
"Paying for the BBC (like a Sky subscription) *IS* a choice... i.e. those (like me) would happily do without a Tell-lie-Vision and so perfectly legally not have to pay for a TV Licence." Webometric Thoughts
Mintel’s research shows that "only a fifth of respondents like to watch adverts, while six out of ten find the volume of adverts intrusive and seven out of ten will, more often than not, leave the room or do something else while the ads are on."
What does the licence fee pay for?
The BBC is paid for directly through each household TV licence. This allows it to run a wide range of popular public services for everyone, free of adverts and independent of advertisers, shareholders or political interests. BBC About the BBC - Licence Fee The BBC provides 9 interactive TV channels, 10 radio networks, more than 50 local TV and radio services, the BBC's website, and the on-demand TV and radio services, BBCi, BBC HD, BBC iPlayer with money from TV Licensing. BBC Trust Licence fee key facts
Many consumers do seem unaware of what their TV Licence pays for; "I didn't realise it covered all these things".
Although they may not like everything that's produced by the BBC some do note that they would not like to be without the programmes which they do enjoy. "I'll gladly pay a mere £140 a year for Match of the Day alone".
The breadth of content and services produced by the BBC means there is something for everyone to enjoy because everyone contributes they have a right to something they would like to watch.
Brand Identity - Logo and Design
TV Licensing is an established and understood organisation name for the collect of licensing fees.
It's logo was re-designed in April 08 after 17 years. The new logo designed to represent a power button was intended to encompass the expanding technology which is capable of receiving TV programmes and which would therefore need to be covered by a licence. The tick was intended to convey the positive connotations of being licensed. Farey-Jones, Daniel (2008) TV Licensing updates logo ahead of fresh campaign Brand Republic
Unfortunately the flat brand colours of the logo are still rather institutional, more reminiscent of tax documents and P45's rather than media company communications. The block capitals also appear to shout at the consumer rather than appearing friendly and inviting.
A reworking of the current logo into a more Web 2.0 design style would help to create a friendly more positive, media brand image.
From a visual perspective current communications including forms, leaflets and the brand website are also more indicative of a government tax collection than media bodies. While the Virgin and Sky approach may be a little too lifestyle and aspiration driven a more approachable visual mechanism would change consumer perceptions of the brand to a media lead rather than state governed body.
TVL are currently not permitted to use images of BBC programmes in their communications. This seems rather odd as the money collected pays for these same programmes. While working with this restriction for most communications it may be appropriate to show BBC images on the TVL website where video can be used and a direct link provided to the BBC website.
Brand Identity - Tone of Voice
The BBC trust currently aim for a "polite but firm" tone of voice in TVL communications. However, 'firm' seems to be misinterpreted by many consumers as "dire threats" and "people have accused the organisation of intimidating people with the tone of its marketing and advertising".
TVL rarely thanks the consumer for their payment which sends out the message that payment is expected rather than appreciated. While TV Licensing is not a subscription service like Virgin or Sky this sort of approach may improve feelings towards TVL. The consumer does have choice whether or not to watch TV and therefore whether or not they have to pay a TV Licence. Encouraging this feeling of choice will make TVL seem less like a tax and more like a subscription.
A more friendly approach to communications would allow the consumer to feel that they are being spoken to on a level ground. This is particularly important in DM communications, "Given the personal nature of mail as ‘my medium’, it’s important that the tone of communication is courteous and personal, like a private conversation between equals. Bad mail tends to pressure, bully or shout down at the consumer." An encouraging voice rather than a superior authoritarian tone would change consumer perceptions about the organisation.
Moving the tone of voice more in-line with the BBC, professional and yet personable would also help strengthen links between the two associations and not leave consumers feeling that TVL is the BBC bullying sibling.
Brand Identity - Association with the BBC
"Despite the complete absence of references to the BBC and its otherwise ubiquitous logo on any of its advertising or official material, the TV licensing authority is in no way independent of the BBC".
There is a great distance between TVL and the BBC. The lack of BBC imagery in TVL communications and the very different tone of voice all compound this feeling and while there are obviously not the same organisation they do work together along with the consumer to provide the great range of services on offer.
Perhaps the BBC do not want to be associated too closely with TVL. Allowing it's separate agenda and tone of voice to act independently and to do what it needs to do without impacting in a negative way on the BBC brand. However, the effect is only to confuse the consumer by removing the best reasons for paying their licence from the agenda and instead conveying messages of warning and prosecution.
A positive feeling towards TV licensing will reflect well on the BBC as a whole, at the same time positive feelings about the BBC could be used to improve feeling towards TVL.
Who are we talking to?
Anyone who watches TV programmes as they are broadcast and the general public.
Current communications largely target non-payers and evaders with very little communication to reassure payers.
The audience can be split into the following groups.
Payers – have always paid and continue to pay their licence, many by DD.
Possible considerations: CRM for payers would support positive feelings about paying the licence fee. Although the BBC services are the reward for paying communications direct from TVL would reinforce good feeling. Giving fee payers some extra bonuses like the ability to unlock an extra area of the BBC website perhaps or the ability to have a greater say about what goes on would make the consumer feel more involved. It would also create a dialogue between TVL and the consumer.
Possible media: could include renewal notices, thanks for payment, a redesign of forms and certificates to make the brand look more friendly and approachable, possible additional extras e.g. widgets, forums, ability to vote for awards etc, press to reassure positive feeling about TVL.
Non-payers - those who do not watch TV as it's broadcast.
Possible considerations: These consumers still need to contact TVL to declare that they do not have a TV. Currently they are often treated more like evaders and feel they must prove their innocence rather than TVL acknowledging that some people simple do not wish to watch TV. "TVL/BBC sends millions of letters every year to people who do not watch broadcast television, demanding payment. For many people, these letters can be very frightening."
Possible Media: DM to encourage non-payers to get in touch without accusing them of evasion would discourage ill feeling. Strengthening the evasion message if they do not get in contact with TVL.
Evaders – those who purposefully and continually evade paying despite watching TV as it is broadcast.
Possible considerations: Encouragement to pay by showing the benefits coupled with a warning message of the consequences regarding non-payment. Strengthening the evasion message if they do not get in contact with TVL over a period of time would mean that non-payers would not be treated as evaders.
Possible Media: press to reassure positive feeling about TVL, information on how to pay, DM specific to evaders.
New customers – these according to current campaigns appear to be students moving away from home with TV for which they have sole responsibility for the first time. Currently this campaign is less aggressive than other communications. This should be extended to cover anyone who has recently got or is thinking of getting a television of their own. New customers may also include those who have recently moved house.
Possible considerations: Encouragement about the benefits of paying, information on how to pay, gentle DM providing information and reassurance about TVL with subsequent DM showing an strengthened message regarding evasion if no correspondence is received.
Possible media: POS where TVs are purchased, new home cards, new TV cards.
Targeting Messages
"According to a spokesman at TVL 'some people will only buy a licence when told about the consequences of evasion"
TVL currently gathers information when a TV is purchased so the consumer can be contacted regarding a licence. This information could continue to be used providing personalised new TV specific DM to the purchaser.
Warnings regarding non-payment could be more appropriately directed to non-payers and evaders via DM.
TVL keeps a record of which houses aren't licensed. Houses which are recently unlicensed can be targeted with gentle reminders including information and reassurance about TVL and what it provides. This will hopefully encourage non-payers and new customers to come forward while longer term licence absence can be targeted with a stronger evasion message.
Equally targeted communications in the form of CRM and ECRM could be used to reward paying customers.
Press also has a role in reassuring and educating all consumers and should not just be used to issue warnings regarding evasion.
Conclusions
The TVL brand should be brought more in-line with the BBC brand which it works so closely with. Reinforcing the positive relationship between the consumer, TVL and the BBC. There should be more information about what the licence fee pays for both to reassure the consumer and to educate them.
Communications should be carefully targeted increasing relevance to the recipient. Messages should be staggered showing polite positive messages in the first instance which treat everyone equally with evasion messages increasing if the recipient does not contact TVL.
This campaign must work across media to improve perceptions of and create a more approachable feel to, the TV Licensing brand through tone of voice and design it must encourage consumers to feel positive about paying their TV licence.
Creative Brief
Why are we doing this?
To improve perceptions of and create a more approachable feel to, the TV Licensing brand through tone of voice and design. To encourage consumers to feel positive about paying their TV licence.
Who are we talking to?
Anyone who watches TV programmes as they are broadcast and the general public.
Payers – have always paid and continue to pay their licence, many by DD.
Non-payers - those who do not watch TV as it's broadcast.
Evaders – those who purposefully and continually evade paying despite watching TV as it is broadcast.
New customers – anyone who has recently got or is thinking of getting a television of their own.
What is the key insight?
There is currently a great deal of ill feeling towards the TV licensing system and their methods. This has included the launch of Facebook pages and campaign groups as well as general media wide discussion.
The 'big brother' brand image and the 'pay or else' approach to collecting revenue is considered by many to be little heavy handed. The BBC have acknowledged this and began reviewing the situation with a public consultation in September-November 2008, the results of this are due for publication at the end of April 09.
What is the one thing we want to say?
Paying your TV licence is the only way to get the high quality, uninterrupted entertainment you can enjoy in the UK
Why should I believe it?
The BBC is paid for directly through each household TV licence. This allows it to run a wide range of popular public services for everyone, free of adverts and independent of advertisers, shareholders or political interests.
The BBC provides 9 interactive TV channels, 10 radio networks, more than 50 local TV and radio services, the BBC's website, and the on-demand TV and radio service, BBC iPlayer.
What tone of voice?
This is the main area of this brief to create a new voice for TVL and develop their communications with this new tone of voice.
Generally this should be in-line with the BBC, professional and yet personable. Communication should be supportive and avoid reprimanding or lecturing.
Mandatories
TV Licensing is an established and understood organisation name for the collect of licensing fees. Although recently re-designed consideration may be give to changing the current logo to create a more positive and media brand image.
TVL are currently not permitted to use images of BBC programmes in their communications. While working with this restriction for most communications it may be appropriate to show BBC images on the TVL website where video can be used and a direct link provided to the BBC website.
What do we need to deliver?
CRM communications to deliver different messages to different target audiences based on a message which will work across integrated media.
payers - New look licence with DM pack, Widget providing an extra service
non-payers & evaders - CRM in the form of DM including a staggered approach to message delivery
new customers - DM
catch all brand messages - Website redesign, press ads
Possible brand approaches for consideration?
BT, British Gas, Royal Mail, Virgin and Sky.
Customer Journey
Communications are carefully targeted increasing relevance to the recipient. Messages are staggered showing polite positive messages in the first instance which treat everyone equally with evasion messages increasing if the recipient does not contact TVL.
Rationale
Logo and Design and Tone of Voice
The logo is still recognisable as the original but has been adapted to make it more approachable and reminiscent of a media brand. The font used for "TV" is the original logo font but in lower case. It is also spaced to reflect the way TV is written on the TV pages of the BBC website. The font for licensing is Helvetica Neue Condensed which was already used for TVL communications but again this is a softer lower case. This font is still used throughout the brand communications.
The colour in the logo reflects the green associated with a power on button and the shading creates a much softer modern feel to the logo bringing it closer to other media brands.
"Let's get it on"
The new strap line for the organisation encourages a feeling of working together, it's about getting on and getting the TV on. It also references the on button in the logo supporting this visual mechanism. It provides a good call to action encouraging the consumer to interact with the brand and work with it. It is not TV specific but can refer to the radio, internet etc. which is appropriate as TV programmes are increasingly available on other technologies.
The on button is followed through for the campaign using other TV buttons as a visual mechanism to illustrate TVL messages including services and content. Using this mechanism reinforces the on button in the logo and gives it explanation by continuing it through the rest of the communications. The DM also takes the form of buttons, the round shape is intriguing and according to the Royal Mail "consumers consistently said that they would always open any unusual shaped packages first, even before personal letters, and were clearly more engaged when mailings were creative beyond the form of a letter or leaflet." This would work equally well in online communications which could employ, stop, play and pause buttons for example.
The original logo was on a black background and this has been extended so the entire background of the communications is black. It is appropriate for the button visuals but also reflects the BBC TV website and iPlayer. It is not a direct reference but makes the brand feel more closely aligned with the BBC.
The new tone of voice is a much friendlier approach, chatty but informative with the content changing the strength of the messaging rather than a drastic change in tone to reprimand consumers.
Press
These ads are intended to educate and reassure everyone who watches TV. By promoting the breadth of services and content provided by TVL they show that there is something for everyone and just how much the consumer gets for their money.
The simple design has great stand out in cluttered TV guides which are read by TV viewers who both pay and evade the licence fee.
Rationale
Logo and Design and Tone of Voice
The logo is still recognisable as the original but has been adapted to make it more approachable and reminiscent of a media brand. The font used for "TV" is the original logo font but in lower case. It is also spaced to reflect the way TV is written on the TV pages of the BBC website. The font for licensing is Helvetica Neue Condensed which was already used for TVL communications but again this is a softer lower case. This font is still used throughout the brand communications.
The colour in the logo reflects the green associated with a power on button and the shading creates a much softer modern feel to the logo bringing it closer to other media brands.
"Let's get it on"
The new strap line for the organisation encourages a feeling of working together, it's about getting on and getting the TV on. It also references the on button in the logo supporting this visual mechanism. It provides a good call to action encouraging the consumer to interact with the brand and work with it. It is not TV specific but can refer to the radio, internet etc. which is appropriate as TV programmes are increasingly available on other technologies.
The on button is followed through for the campaign using other TV buttons as a visual mechanism to illustrate TVL messages including services and content. Using this mechanism reinforces the on button in the logo and gives it explanation by continuing it through the rest of the communications. The DM also takes the form of buttons, the round shape is intriguing and according to the Royal Mail "consumers consistently said that they would always open any unusual shaped packages first, even before personal letters, and were clearly more engaged when mailings were creative beyond the form of a letter or leaflet." This would work equally well in online communications which could employ, stop, play and pause buttons for example.
The original logo was on a black background and this has been extended so the entire background of the communications is black. It is appropriate for the button visuals but also reflects the BBC TV website and iPlayer. It is not a direct reference but makes the brand feel more closely aligned with the BBC.
The new tone of voice is a much friendlier approach, chatty but informative with the content changing the strength of the messaging rather than a drastic change in tone to reprimand consumers.
Press
These ads are intended to educate and reassure everyone who watches TV. By promoting the breadth of services and content provided by TVL they show that there is something for everyone and just how much the consumer gets for their money.
The simple design has great stand out in cluttered TV guides which are read by TV viewers who both pay and evade the licence fee.
New TV Card
This DM is aimed at new customers using TVL's existing data collection to target people who have just purchased a new TV. This is a very personal communication which creates intrigue as the model of the new TV is referenced. The content of the communication is designed to introduce the consumer to TVL, to show the benefits of having a TV Licence through the services and content it provides and to educate them about how to get in touch with TVL and buy a licence. Removing the need for an envelope on the DM is one less barrier between the DM and the reader and encourages them to give it some of their time.
This DM is aimed at new customers using TVL's existing data collection to target people who have just purchased a new TV. This is a very personal communication which creates intrigue as the model of the new TV is referenced. The content of the communication is designed to introduce the consumer to TVL, to show the benefits of having a TV Licence through the services and content it provides and to educate them about how to get in touch with TVL and buy a licence. Removing the need for an envelope on the DM is one less barrier between the DM and the reader and encourages them to give it some of their time.
Click on the image to download a full .pdf version of the communicationWhat are you missing?
This DM is aimed at new customers who have not responded to the "New TV Card" and as a general communication to houses without a licence. It immediately engages the consumer by posing a question and by the feeling that there is something contained within the DM. What the reader is missing is not only a TV Licence but also all the TV programmes they can not watch as they are broadcast. they are missing the on button. The content of the communication is designed to introduce the consumer to TVL, to show the benefits of having a TV Licence through the services and content it provides and to educate them about how to get in touch with TVL and buy a licence.
This DM is aimed at new customers who have not responded to the "New TV Card" and as a general communication to houses without a licence. It immediately engages the consumer by posing a question and by the feeling that there is something contained within the DM. What the reader is missing is not only a TV Licence but also all the TV programmes they can not watch as they are broadcast. they are missing the on button. The content of the communication is designed to introduce the consumer to TVL, to show the benefits of having a TV Licence through the services and content it provides and to educate them about how to get in touch with TVL and buy a licence.
Click on the image to download a full .pdf version of the communicationWhy don't we get on?
This DM is aimed at non-payers and evaders who have not yet contacted TVL as a result of previous communications. It is designed to educate and advise the consumer both to the benefits of having licence but also contains a slightly stronger message referencing the consequences of not paying if you need to. It also contains more detailed information on when you need a licence based on some common misunderstandings and ill feelings, 'I already pay for sky', 'what do I get in return' etc.
Click on the image to download a full .pdf version of the communicationWarning letter
This DM is designed to target longer term evaders with a stronger message about the consequences of evasion. It is designed to inform them of the risks involved and the consequences and warn them that further action will be taken by TVL if they do not get in touch. The return to a standard envelope and letter format makes the message more official reflecting the seriousness of the message contained within it. This does not look like a government communication however as this should be reserved for court summons and prosecution details.
New Look Licence
This includes a licence card with the customers licence number which can also be used to unlock content on the TVL website. The TVL widget is also included in the pack.
Click on the image to download a full .pdf version of the communicationWidget
The TVL widget rewards licence payers and allows them to interact with the brand by having their say in the content they would like to see their licence fee spent on. This is designed to let the user feel that they have a say in what’s on the TV and allows TV Licensing and the BBC to gather information on licence owner opinions. Poll results allow licence payers to see what other people want to watch, this supports the ‘brightness’ message that the licence fee must provide something for everyone. BBC content is also suggested for each option.
The widget is also downloadable from the website.
The TVL widget rewards licence payers and allows them to interact with the brand by having their say in the content they would like to see their licence fee spent on. This is designed to let the user feel that they have a say in what’s on the TV and allows TV Licensing and the BBC to gather information on licence owner opinions. Poll results allow licence payers to see what other people want to watch, this supports the ‘brightness’ message that the licence fee must provide something for everyone. BBC content is also suggested for each option.
The widget is also downloadable from the website.
Website
The new website design reflects the content currently available on the TVL website but with the addition of a forum. People are already talking about TVL on other forums and social media sites and TVL might as well own the conversation and take part in it by providing an area for discussion on their site. It will also allow them to publicly answer questions posed buy the consumer.
The site also provides un-lockable content for licence holders in the form of a monthly film on how money has been spent and also a like to unlock exclusive licence holder footage on the BBC website. This makes the licence holder feel like they are getting a little bit extra from their licence.
Information on TVL's relationship with the BBC is brought to the front of the site making it easier for people to find and also strengthens the connection between the organisations.
The new website design reflects the content currently available on the TVL website but with the addition of a forum. People are already talking about TVL on other forums and social media sites and TVL might as well own the conversation and take part in it by providing an area for discussion on their site. It will also allow them to publicly answer questions posed buy the consumer.
The site also provides un-lockable content for licence holders in the form of a monthly film on how money has been spent and also a like to unlock exclusive licence holder footage on the BBC website. This makes the licence holder feel like they are getting a little bit extra from their licence.
Information on TVL's relationship with the BBC is brought to the front of the site making it easier for people to find and also strengthens the connection between the organisations.
BBC Consultation
On the 31st March 2009 the BBC released it's findings of the public consultation in TV Licensing the following quotes from these documents support the findings of the planning and strategy for this campaign and suggest that the creative executions are in line with much need changes in the way TVL communicates.
"There is a role for advertising in reassuring licence fee payers as well as targeting evaders."
"Perhaps the strongest theme running through our audience research and our consultation responses was a public perception that the tone of the letters was too harsh and implied that people were deliberately evading when a licence had expired only recently or they had moved house."
"a balance should be struck between ensuring early reminders are polite, informative and non-accusatory, and strengthening the messages about evasion the longer a property remains unlicensed."
On the 31st March 2009 the BBC released it's findings of the public consultation in TV Licensing the following quotes from these documents support the findings of the planning and strategy for this campaign and suggest that the creative executions are in line with much need changes in the way TVL communicates.
"There is a role for advertising in reassuring licence fee payers as well as targeting evaders."
"Perhaps the strongest theme running through our audience research and our consultation responses was a public perception that the tone of the letters was too harsh and implied that people were deliberately evading when a licence had expired only recently or they had moved house."
"a balance should be struck between ensuring early reminders are polite, informative and non-accusatory, and strengthening the messages about evasion the longer a property remains unlicensed."
