People and processesJo Morrison, Head of Communications and Digital, Leicestershire County Council

Jo Morrison, Head of Communications and Digital, Leicestershire County Council

Jo Morrison, Head of Communications and Digital, Leicestershire County Council

Leicestershire County Council is seen as one of the best performing councils in the country, providing a wide range of services to more than 650,000 residents.

Jo has been head of the council’s busy communications unit since 2011, leading a talented bunch of marketing, media, creative and digital professionals. She’s driven the costs of communications and marketing down by 78%, whilst at the same time increasing the number of people who say they feel informed and satisfied. Jo’s unit has led the council’s drive towards digital and social media marketing.

Her responsibilities also include the council’s digital estate with a website reaching more than 1 million visitors per year and microsites for commercial and standalone products.

Jo has helped to shape Leicestershire’s digital ambitions, putting customers right at the heart of digital transformation. Since launching a new website in 2015, the council has invested in user experience testing and analytics, which are driving improvements to online journeys and channel shift.

She has developed strong internal and external partnerships which benefit the organisation. In 2016, she convened a small, virtual team made up of digital experts, business intelligence professionals and a specialist in Google analytics. Over the last few months they’ve dived into more than 500,000 online customer journeys. And identified more than 250 areas of improvement.

One example is a dynamic map for grass cutting – built by the digital content team with their tech and frontline colleagues. People can now search for their street and see if there’s a problem. Calls dropped by around 57% in the peak month last year.

Jo’s aim is to help reduce demand on council services. As the lowest funded county, with mounting budget pressures – there’s a huge financial driver to think differently. But there’s also the need to embrace technology, design modern services and keep pace with customer expectations.

Another example of success is digital marketing. Jo’s team has heavily researched and tested the use of targeted social media advertising for foster carer recruitment. Now they’re seeing the work pay off – with cost per lead reducing by two thirds this year.

Now, with a wider strategic IT role for the next few months, Jo is helping to lead some of the council’s most innovative work. This includes robotic process automation, chatbots, Internet of Things and increased use of collaboration tools through Office 365.

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