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<p>All the paid for elements of the campaign are competitively procured through a
tender to ensure we get value for money. The procurement of the required services
is done using frameworks set-up by Crown Commercial Service, the biggest public procurement<br>organisation
in the UK.</p><p>In addition to internal governance and assurance procedures, the
Cabinet Office have contracted external auditors to conduct a comprehensive analysis
of media buying spend. Ebiquity will provide real time and post campaign assessments
of cost effectiveness to<br>ensure a high quality and value for money service is provided
by agencies.</p><p>Campaign activity will be continuously monitored and refined. We
will measure changes in public awareness of the campaign and the specific calls to
action that direct both citizens and businesses to relevant information. In addition,
we will monitor visits made to the dedicated Brexit information pages over the coming
weeks. We will also measure public understanding of changes in key issues that will
affect both citizens and businesses so that the campaign continues to be responsive
to the public's needs.</p><p>This will be done through a mixture of online data analysis
and in-depth surveys. The campaign will also utilise ongoing polling, metrics and
management information from departments in order to ensure that we are reaching the
right audiences and that our messages are prompting the required action from individuals
and organisations.</p>
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