Membership Organisations and Regulatory Bodies
To develop and support the communications and engagement strategy for BACP around the developing SCoPEd framework ahead of the proposed launch of an updated version in early 2022.
SCoPEd (Scope of Practice and Education) is a ground-breaking project to map shared professional competences for 75,000 therapists across counselling and psychotherapy professions for the first time. It is being developed by BACP in partnership with six professional bodies.
Our objectives were to:
Our work to date with BACP has covered three distinct phases:
Research and strategy development
Using the Government Communications Service’s OASIS framework, we worked with BACP’s leadership, project and communications teams to review existing practice and co-create a communications and engagement strategy for BACP around SCoPEd that set out:
We used a range of research techniques to ensure our strategy was based on insight and the accurate current context for and challenges facing the project and the organisation. This included:
We shared and discussed drafts and rationale with the BACP team as the project progressed to ensure our recommendations and the approach was accurate and appropriate, which was critical for such a large and important project.
Core content creation
Before new proactive outreach activity was done to engage and inform staff, members and stakeholders, we worked with BACP to improve the SCoPEd section of the BACP website (www.bacp.co.uk/scoped) and create a suite of core materials – presentations, FAQs, animations, graphics and videos to:
All content development was led by DTW in conjunction with and approved by the BACP team prior to publication.
Ongoing outreach and campaign support
Our initial six-month campaign plan used this core content and identified a range of channels such as staff briefings, member emails and events, professional journals, stakeholder events and engagement activity.
Emerging key themes and areas of interest from members and stakeholders were identified and key messages and new content developed as appropriate to engage on these as the work progressed.
A follow-up plan of activity was then developed to inform, engage, inspire and involve BACP members around the development and publication of the new version of the framework in January 2022.
Increase in total visits to the SCoPEd section of the website
Increase in unique engagements with SCoPEd content in ebulletins
Staff strongly agree or agree that BACP has done a good job of communicating with staff about the publication of the January 2022 SCoPEd framework