Smart Collaboration - Report a Cowboy

Smart Collaboration A pragmatic and unified approach to meeting the challenges of regulation in New Zealand

Over the past three year’s the Plumbers, Gasfitters and Drainlayers Board (PGDB) has been solving challenges in the regulatory space by means of an app (report-a-cowboy). It provides a reporting and intelligence function to effectively help deal with unauthorised work swiftly.

The app with more than 13,430+ downloads from consumers, tradespeople and Local Council building inspection units has been doing its job effectively – and it is set to extend both reach and success with further smart collaboration.

“Effective collaboration has been critical in maximising the potential of the app to improve performance across the industry in the area of eliminating those working illegally in the trades”, says PGDB Chairman, Peter Jackson.

In November 2016, the Electrical Workers Registration Board saw the benefits of this technology. They joined forces with the PGDB by adding an electrical reporting component to the app.

Now, expanding on New Zealand’s regulation presence using this pragmatic approach, the Building Practitioners Board have joined forces in 2019. They have added a new reporting component for building work. This new version of the R.A.C app will be available to the industry and consumers from July this year.

Effective collaboration has been critical in maximising the potential of the app to improve performance across the industry in the area of eliminating those working illegally in the trades “

In Peter’s opinion, “This unified approach of regulators working together to link common goals makes it possible to deliver a more effective and far-reaching presence.” “While each area of regulation in the industry is covering a wide range of issues, the R.A.C app meets a shared focus specifically on identifying unauthorised work. It’s about collating intelligence received from those on the front-line, and eliminating those working unlawfully”, he concluded.

Another aspect of the PGDB’s core business for 2019 has been maximising their efforts in public awareness through the Sort the Pros from the Cons campaign. They launched this in 2017. This regulator is ‘big’ on building awareness that helps consumers become familiar with their trades, the legislation and building a strong reputation for those who hold the NZ Practising Licence.

In its first three years, the campaign has been a success story. A brand well established and familiar to the Kiwi D.I.Y’er. Its message with the linkage to regulation and restricted work connects homeowners looking to buy, sell, build or renovate.

The recent Colmar Brunton brand awareness survey results showed awareness that a plumber, gasfitter or drainlayer needs to hold a NZ Practising Licence has remained constant and high over the last three years.

Over nine out to ten New Zealanders knew they had to use a licensed tradesperson. And, over half responded as being extremely or very confident in the trades.

The challenge for the PGDB 2019 campaign was keeping the brand similar to preserve familiarity - but deliver new content. They had to maintain their audience engagement levels and encourage communication where their presence was experiencing growth. The social channels. The campaign had to get the ‘chat’ happening.

“By year three, we had a more true understanding of our target audience. And with that information in 2019 we

really started to connect”, says Peter. By bringing together consumer insight with the magic of a great creative team, we customised our ideas accordingly. We

Sometimes it's easy to focus too much on what has always been done because it is a safe and known path - a strategy that would have definitely hindered our success in 2019 “

completely changed our approach to the content.” “A bold move - but it paid off. The new approach certainly came up with the goods.”

“Sometimes it’s easy to focus too much on what has always been done because it is a safe and known path. A strategy that would have definitely hindered our success in 2019”. The PGDB’s new approach to their campaign significantly boosted results.

The overall engagement in the campaign lifted by 40% in comparison to the year prior. Video content engagement increased by 32.7%. Digital advertising click-through increased by 133%, and those seeking information about the R.A.C app increased by 66%.

Again, a collaborative approach was used by the PGDB to achieve the significant growth of the Sort the Pros from the Cons campaign. Their practitioners and stakeholder organisations had to be engaged and proactive in assisting them on a promotional level if they were to succeed again in 2019.

“The fact is there is nothing more important to our organisational success than collaboration”, Peter concluded.

Peter Jackson Chairman Plumbers, Gasfitters, and Drainlayers Board