The Key Drivers for the Council
In reviewing our priorities and outcomes, we are cler about the challenges we face. The key drivers for change are:
Closing the gap of inequality
‘Closing the Gap’ is about delivering faster rates of improvements between the most vulnerable and disadvantaged within the Borough and the majority.
There are big differences in the outcomes for people living in communities in our Borough. The reasons for this are well known but hard to tackle and include prosperity, lifestyle, health and education. A key ambition is to narrow this gap in life chances.
In October 2009 we were recognised for our work to ensure that local people are treated fairly when we were assessed as ‘Achieving’ under the national Equality Framework for Local Government (EFLG). This demonstrates our commitment to closing the gap of inequality in the Borough and to making sure that everyone is treated fairly. It also means that we are working to understand the needs of local residents and involving communities in the services it provides. It recognises our progress in making sure that people are treated fairly – regardless of their race, disability, gender, age, sexual orientation, religion or belief.
Understanding the needs of customers
More and more people are coming to expect personalised services and expect us to know their needs in detail to be able to respond appropriately. We are, therefore, increasing our capacity and skills to understand the needs of all sections of the Borough.
Customers should also have easy access to information that enables them to reflect on provision and make considered choices.
This understanding of need is multi-faceted and requires reliable information in the right format and at the right time to be made readily available to those responsible for delivering integrated and cost effective services.
More for less
Local government has learned how to adapt to an ever decreasing pot of money and has earned a reputation in the public sector for being able to successfully implement efficiencies whilst minimising the impact on service delivery.
With the current economic conditions and the tightening of the public purse, we are facing the need to address a year on year reduction in income. It, therefore, requires more creative and sophisticated approaches to delivering efficiency whilst at the same time optimising the quality and effectiveness of services.
We have set ourselves the aim of continually improving services whilst striving for efficiency by doing ‘more with less'. Inevitably, there will be some difficult decisions to make over the next couple of years as we find new ways of working smarter. We will have to give significant consideration to what range and level of services we are able to provide going forward.
Our Brand
Our Brand is about the way we behave as a council. It is the key to tackling with integrity the challenges that face us.
Our Brand was developed in 2005 following consultation with local people about whether they trust us to do the right things. In this consultation we found that people wanted us to be ‘open, honest, approachable and keep our promises’! Our brand was born. It is the personality of the Council and we know if we behave in the right way, local people will trust us.