Richmond upon Thames Council's Communications Team has achieved a significant 41% increase in social media impressions over the past year, a testament to their enhanced engagement strategies. These strategies included an increased use of video content, particularly Reels on Facebook and Instagram, and YouTube Shorts. The team also prioritised using authentic photos of people and places within the borough over designed graphics or stock images, and experimented with engaging formats like Instagram Stickers/Polls and carousels to boost interaction.
The team's efforts, detailed in a review by the Policy and Performance Review Board, have seen a substantial boost across various communication channels during the 2025/26 period. This includes a 600% surge in media enquiries, with 70% originating from regional or national outlets. This increase was attributed to growing interest in major issues affecting local government, such as Fair Funding and policing changes linked to Met budget reductions, alongside proactive engagement by the council to raise Richmond's voice on key issues. While the report notes that approximately 280 enquiries (70%) came from regional or national media outlets, it does not specify which outlets were most active.
Furthermore, there has been notable growth in the Council's e-newsletter subscriptions, now exceeding 42,000. The average open rate for the weekly community newsletter stands at 63%, which is above the UK public sector average of 44%.
Clara O'Connor, Director of Climate Change, Policy and Communications, presented the findings, highlighting the team's work with Westco Communications, a specialist public sector consultancy. Key successes include a 758% month-on-month increase in traffic to the Smarter Homes Hub following a solar campaign. This campaign involved targeted mailings to households potentially eligible for solar, paid social media promotion, and featured case studies and a handbook on the Smarter Homes Hub. A webinar, which saw over 150 registrations after just one day of promotion, also contributed to the campaign's success.
The Smarter Homes Hub has driven significant resident interest, with one partner reporting nearly three times more solar and battery installations in early 2026 compared to the entirety of 2025. The hub's success is also evidenced by case studies featuring residents like Juliet, Julia, and Steve.
In terms of waste reduction, a successful waste and recycling campaign has been attributed to a 526-tonne reduction in food waste. This figure was determined by comparing food recycling tonnage and dustbin waste composition changes between Q4 2025/26 and Q4 2024/25, which showed a 526.12-tonne (-18%) decrease in food in residual waste.
Creative campaigns have also yielded positive results. 'The Fixery', Richmond's repair and reuse hub, has seen over 1,000 visitors since its opening in March 2026, with more than 130 repairs completed.
The borough's appeal for filming has also grown, with Richmond ranking as the 8th most filmed borough in London, experiencing a 20% increase in filming days. This activity generated over £16,000 for local charities.
Despite these successes, the team acknowledged the ongoing challenge of reaching residents who are not digitally active. Strategies to address this include partnering with organisations like Adult Social Care and Public Health, and engaging through in-person events and community conversations. The effectiveness of these partnerships is measured by cascading information to these organisations to share with those they are engaging with, particularly for events like the 'Full of Life Fair' which targets an older demographic.
Public reports pack Thursday 16-Jul-2026 19.00 Policy and Performance Review Board
