Case Study: Hertfordshire County Council boosts Ukraine host recruitment with CACI’s Acorn

Hertfordshire County Council boosts Ukraine host recruitment with CACI Acorn and wins a 2024 comms2point0 award

Hertfordshire County Council faced a challenge in rematching displaced Ukrainian guests with new hosts for its Homes for Ukraine scheme. The council needed a more targeted approach to identify potential hosts, moving beyond the assumption that affluence alone was the key indicator. To achieve this, they partnered with CACI Limited and leveraged its Acorn demographic data and segmentation insights.

CACI's solution involved a blended data strategy that merged Acorn data with the council's own records to create a customized segmentation model with seven unique personas for the local population. This enabled the council to pinpoint and target specific affluent areas, starting with a pilot in St Albans. The campaign, which used targeted leaflet drops and digital advertising, was highly successful. It brought many more rematch hosts forward, won an industry award for its high impact, and even inspired council staff to become hosts. CACI's data provided Hertfordshire County Council with a powerful tool to understand resident needs and execute a highly effective campaign.

Hertfordshire County Council