Marketing digital inclusion

For many UK online centres visitors it is the helping hand they receive at a local and trusted centre which makes the key difference in motivating them to get started online, and continue on their own digital journey. As community intermediaries and experts centres are key in targeting and engaging vulnerable, dismissive or otherwise deeply excluded people.

At UK online centres we believe it's possible to market digital to the digitally excluded, and we conduct extensive marketing research to understand our different audiences, their motivations and barriers to using technology. We can then build targeted campaigns, and choose our media and messages accordingly.

The marketing model which has proven most successful and most cost effective is a national PR campaign to raise awareness, backed up by locally delivered marketing to drive footfall to individual centres. For each of our campaigns, including the now annual Get online day in October, we focus our PR on national broadcast contacts and consumer publications, driving calls to our 0800 77 1234 number where callers can find details of their nearest participating UK online centre. We also provide centres with marketing packs and toolkits which piggy-back on the national theme and allow them to run their own mini-campaigns in their own local areas.

In focus: It's never too late

The It's never too late campaign targeted older people and challenged them to give the internet a go for the first time. We teamed up with Digital Unite to make the campaign support their annual Silver Surfers' Day in May, and with Ofcom who in turn supported a network of Older People's Champion centres - flagship UK online centres who led the campaign across the network.

It's never too late saw ex-footballer Geoff Hurst and ex-Coronation Street star Julie Goodyear between them cover various regional radio shows, the national Jeremy Vine radio show, plus TV programmes including Working Lunch, Sky News, The One Show and BBC News 24. Both stars were former web-phobes who had been into their local UK online centres to use myguide for themselves. To back up national and regional activity, nearly 500 centres ran Silver Surfing events with our marketing packs of posters, leaflets, appointment cards and other materials.

Between them, our celebrities and centres inspired more than 6,500 calls to our free helpline, 72,000 centre searches on our website, and by the end of May the special It's never too late game on myguide had been played 6,000 times.