DWP Information Asset Register (IAR)

Title: Winter Warmers – how to achieve integration for the elderly audience
IARN: DS000-00135
Identifier:
Description: The report sets out a Communication Framework for engaging the elderly audience on cross government, winter warmer messages. It sets out to achieve this through: -Segmenting over 60’s, based on desk research to target help; -Identifying segmentation imperatives for initiatives and specifically for their communication; -Uncovering and applying strategic insights and a deep insight to drive effective communication; -Developing a strategic approach and objectives to best serve the target audience.
Subject: Winter Warmth, Keep Warm Keep Well, Communicating with elderly people, Engage, Cross government communication
Coverage: UK
Date: 200701-- Created January 2007
Updating frequency:
Date modified:
Source: An engage workshop and information gathering from relevant government departments.
Format: Powerpoint Presentation
Language: English
Author: Oxford Strategic Marketing Group
Publisher: Victoria Markland Busby, DWP MarComms, Room 230, Richmond House, 79 Whitehall, London SW1A 2NS Tel: 020 7238 0868 (Internal: 80868) Victoria.markland-busby@dwp.gsi.gov.uk
Rights: Classified The report is not in the public domain.
Category: People, communities and living/ People; Information and communication/ Media and the press