27/10/2017 11:21:29
Marketing Risk Register Report
Entity: Marketing (including children), Risk Assessment open, Current Risk version, Risk is open
Service
Risk Description
Area
Jennie Peoples (Marketing Manager)
Marketing Lack of appropriate
research/consultation
Marketing New Council Brand roll-
out is not achieved
Marketing Third party service
providers are not
managed effectively
Marketing The security and integrity
of critical data/information
is not assured
Potential Causes
Lack of consultation; Lack of
strategy; Poor data collection;
Lack of resources
Non-alignment with current
Council policies; Resistance to
change
Lack of communications/trust;
Lack of formal contract; Lack of service standards
transparency
Inappropriate access controls;
Lack of training/awareness
Total
Residual Residual
Potential Impacts Current Controls Residual
Likelihood Impact
Risk Score
Items in Group: 6
Loss of credibility; Public Campaign Evaluation Systems 3 3 9
disengagement; No
information/feedback for Liaison and communication with Council
planning or decisions or service Depts to identify consultation needs
improvements Surveys
Online system for feedback
Reputation; Council services Centralisation and consistency of all 3 3 9
not fully recognised; design requests
Inconsistent communication
Council approvals where required
Brand guidelines developed and rolled
out to all service areas
Financial cost; Poor/Inadequate Adherence to Council procurement 2 3 6
procedures
Clear Terms of Reference for all Projects
Regular progress meetings
Sign-off of all projects
Liaison with and advice from
Procurement Manager
Procurement training to relevant staff
Use of single select list for services
Loss of information; Loss of Mechanism for authorisation of holding of 2 3 6
credibility; Loss of personal data/mailing lists
documentation
Access controls
Email Marketing System
Data Protection training
1
 27/10/2017 11:21:29

Total
Service Residual Residual
Risk Description Potential Causes Potential Impacts Current Controls Residual
Area Likelihood Impact
Risk Score
Marketing Failure to safeguard Lack of policies/procedures; Financial cost; Impact on Adherence to Council procurement 2 3 6
against bribery Lack of awareness service delivery; Reputation procedures
Fraud Awareness Training
DCSDC approval & payment procedures
DCSDC Gifts & Hospitality Policy
Marketing Inability to maintain Inadequate resources and Missed opportunities and Social Media Plans for every campaign 2 3 6
systems for social media reluctance to change; Lack of inefficiencies; Reputation
and e-communication appropriate skills in respect of Ongoing review of Council-owned
social media communication; websites
Lack of appropriate intranet Website Redevelopment Plan
system
Staff training
Social Media protocols developed and to
be rolled out to all staff
Editorial Calendars
Budget allocated for specialist staff
resource (Social media & digital
communications)