When Surrey Police enlisted Memex to bring a new technology solution to their workforce, strategies had to be implemented to ensure the introduction of the new software ran smoothly across the entire force. Surrey Police and Memex are working in partnership to deliver an enterprise wide information management system joining all Surrey’s Police key police business functions under one platform system. This System was to be implemented in phases over three years. With any IT purchase the challenge is always how to engage with the operatives and get user buy-in. If the users won’t use it, then the project is a failure – no matter how feature rich or beneficial the system actually is.

So how do you get buy in? Internal marketing. Something which many IT rollouts pay far too little attention to, but where Surrey Police have been hugely successful.

Introducing a new technology solution

Having worked in Marketing for Memex for over 10 years now, I have seen many different approaches to internal marketing and while always impressed by our clients I have been completely bowled over with Surrey Police. Their internal marketing campaign has been so well thought out and with the end result always in sight. They could have just gradually rolled out the software and waited until final installation to start engaging with the users. Instead, from the start Surrey Police insisted the process not only be in partnership with Memex but involve users as part of the process. As a result they have managed to engage interest and pride in their new software right across the board by using a three step campaign consisting of • Subject Matter Experts (SME) • Web Portal • Competition and Launch

Subject Matter Experts

Subject matter experts were identified for each of the key applications: Crime, Intelligence, Case and Custody. These subject matter experts are internal evangelists for their applications and work closely with the team at Memex towards the agile development and configuration of each solution. They are the voice within Surrey Police matching user requirements to bring about business needs. Their role was to communicate on the progress being made in each key area in an understandable and informative way.

Web Portal

Surrey Police has implemented a force-wide web portal called “My Enterprise”. The portal is a central “go-to” point across the entire force and contains the latest information on the Memex implementation. The SME’s post monthly blog posts that are available to everyone in the force to get updates on the progress being made. Particularly successful has been the use of screen shots of the latest implementations, this then progressed to engaging video content on the web portal to cover key areas of the implementation.

Competition and Launch

Another key tactic in raising the awareness of the Memex implementation was a naming competition for the end to end law enforcement solution. The competition was advertised across the entire force via posters, in the Surrey Police magazine and on the ‘My Enterprise’ portal. A panel of 3 people from both Memex and Surrey Police were enlisted as judges and all members of the force were invited to submit a name for the new system. In total the force received 503 entries to the competition and saw a high number of 1500 hits to the ‘My Enterprise’ portal on the day the competition was launched. They kept the interest going with posters displayed across the offices and screen saver options resulting in over 700 votes. The name Siren came out a clear winner and they then had the official launch and prize giving.

You don’t usually associate fun with a large IT rollout, especially one which has such a serious aim but the prize giving was a great event. A Scottish theme was employed – full Scottish breakfast and flags - , creating a real sense of excitement and pride in the software that was being implemented.

Marketing for the future

Introducing any big IT purchase into a company can be a tense time but Surrey Police have engaged their Force from the onset making Siren an exciting project to partner on. It is a real a real pleasure to be involved with Surrey Police and their marketing team on this project. Marketing activity has so far been delivered to raise awareness of Enterprise Programme, the communication task now moves to developing engagement with key areas of the business. I look forward to working with the team at Surrey Police as we enter this new phase.

For more information read the Surrey police case study.