COMMUNICATIONS
Our ability to communicate effectively with all our stakeholders – ranging from government to familes – is fundamental to what we do and we place great importance on constantly reviewing our messaging across all media. Our comms team is small – one full time and one part time member of staff – but they have achieved a marked improvement in every aspect of our communications effort in 2016, especially in building a network of media and unit contacts and with the HQ Air Media and Comms team.
Visits to the Federation’s website for 2016 showed a 15% increase in traffic. Mobile phone/tablet use plateaued at 68%, a shift of just 1% in favour of the mobile device compared to 2015. Serving personnel have tended to use a PC to complete our online surveys and spouses tend to come to us via a mobile device.
We will launch a new website in 2017 that will provide easier navigation and smarter ‘bolt-on’ options to allow greater customer engagement (such as online chat and sponsorship areas). We will also add new pages to mirror emerging topics such as Families Transition and Future Accommodation Model. We have developed a new App, which will enable us to communicate and interact more specifically as a result of a filtered registration process. It will offer direct text contact with those signing up with specific interests, such as childcare, financial news, housing etc. It is available now for android devices but it’s still at the assessment stage with Apple, due to Apple’s change in security procedures. We will promote it hard once both gateways are live.
Envoy magazine
We receive positive feedback on our quarterly magazine and print 23,000 copies per edition. We have worked hard to ‘move with the times’ to keep the magazine fresh and relevant. The number directly subscribing to receive the magazine to their home in 2016 has increased by 17% and we continue distribute direct to all SFA wherever we can. Elsewhere, we remain dependent on units distributing the magazine for us.
e-BULLETIN
Our weekly e-BULLETIN of news stories continues to grow in popularity. Figures at the end of December show 572 new subscribers in 2016. We promote the e-BULLETIN through all PR routes, as well as during station visits and presentations and now have nearly 1146 subscribers - double the number in 2015.
Social media
Our social media profile is still growing and our followers have increased by 13% during 2016. Facebook remains our most interactive platform and we continue to receive more engagement onto our website from this area compared to Twitter. However, we have more followers on Twitter, which saw an increase of 28% to 8917 during 2016. Our radar is on Instagram and SnapChat as potential platforms to engage with, in particular for younger RAF personnel.
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