Case Study · Government Digital Transformation
PERA Digital Strategy: Building a Modern Enforcement Authority
How HR92 launched the public identity of the Punjab Enforcement & Regulatory Authority — and reframed it as a modern, transparent, technology-led force.
The Client
What is PERA?
The Punjab Enforcement & Regulatory Authority (PERA) is a first-of-its-kind provincial body established under the Punjab Enforcement and Regulation Act, 2024, and envisioned by Chief Minister Maryam Nawaz. It is the province’s dedicated enforcement arm against inflation, hoarding, profiteering and illegal encroachment — created to put real teeth behind public-welfare laws that previously sat scattered across siloed departments.
Operating from Lahore through 154 enforcement stations across Punjab, PERA was designed to be different by intent: an authority built on digital evidence, transparent process and professional conduct, deliberately distinct from the traditional policing model. As a flagship Punjab Government project under the Maryam Nawaz administration, it carried high public visibility from day one — and a public-perception challenge to match. You can view the authority at its official portal.
“PERA represents a paradigm shift in enforcement — built for ethical enforcement, transparency, and e-governance, not the old command-and-control mindset.”
The Challenge
Launching a brand-new authority — with public trust on the line
In January 2025, PERA existed in law and in leadership, but not yet in the public mind. HR92 was brought in by the Director General to build that public identity from zero — and to get the perception right the first time.
Zero public awareness
A newly notified authority that most citizens had never heard of, needing a clear identity, mandate and voice — fast.
The “another police force” risk
Without careful framing, a new enforcement body can be read through the lens of the old policing mindset — exactly the perception PERA needed to avoid.
Province-wide hiring, in public
A large recruitment drive across many roles and districts had to be communicated transparently to tens of thousands of applicants — every notice, test and result, in real time.
High-visibility scrutiny
As a flagship initiative of the Maryam Nawaz government, every post represented the authority — and the administration behind it.
A modern identity to define
PERA needed to look and sound modern, educated and credible — a visual and editorial system that didn’t exist yet.
From nothing to daily
No channels, no content library, no cadence — all of it had to be stood up and then sustained on a daily basis.
The Mandate
What the Director General asked HR92 to deliver
Working directly with the DG, HR92 took ownership of PERA’s digital strategy and communication function — across social, electronic and print media.
Public-awareness campaigns
Brand & creative design
Motion graphics & short films
Press releases & documentaries
On-ground event coverage
Multi-platform community management
Image building & reputation
The Strategy
Our PERA marketing & digital transformation approach
We didn’t start with posts. We started with an audit, a mission-aligned plan, and a content architecture engineered for trust.
Audit, identity & infrastructure
Before publishing anything, we mapped the ground and built the rails.
- Digital audit of PERA’s online presence
- Goals aligned to PERA’s mission & KPIs defined
- Channel setup and a modern visual identity
- Audience research across Punjab’s demographics
A balanced content architecture
Every post was assigned a job. We built a deliberate content mix so the page informed first and promoted second.
Built to look modern, not “police”
The look was the message. We invested in production values that signalled a professional, technology-led authority.
- Motion-graphics reels & a launch brand film
- Professional field photography & video
- Clean, consistent design language
- AI-assisted content optimisation in the workflow
A full multi-platform presence
We didn’t pick one platform — we ran them all in a single, consistent voice, meeting Punjab’s public wherever it engages.
- Facebook, Instagram, TikTok & more, managed end-to-end
- Platform-tailored formats & a structured content calendar
- Real-time coverage of events and operations
- Daily highlights, community management & public Q&A
The Work
Campaigns we ran for PERA
Four connected campaigns turned a name on a notification into a recognisable, trusted public institution. Select a campaign to explore each one.
Public awareness & launch
We answered the first question on everyone’s mind — “What is PERA?” — with a 20-part educational series of static posts and voiced motion-graphics videos, plus a 60-second launch brand film. The series explained PERA’s mandate, its leadership structure, and how it protects citizens from illegal land grabs and unfair pricing.
60-sec brand film
Motion graphics + voiceover
Leadership & mandate explainers
Recruitment communications
PERA’s hiring drive spanned the full organisation — Enforcement Officers, Investigation Officers, on-site engineers, the legal head, procurement, admin, HR and the digital media team. We communicated every stage transparently: PPSC process, written exams, physical tests, and medical — with clear, district-wise instructions and live public Q&A that cut confusion and built fairness into the process.
Engineers · Legal · Procurement
Admin · HR · Media
PPSC · Written · Physical · Medical
Event & field coverage
From physical-test days to district operations and leadership engagements, we covered PERA on the ground across Punjab. Live updates, behind-the-scenes footage and daily highlights showed a working, present, accountable authority — not a logo on a letterhead.
District operations
Behind-the-scenes
Leadership & DG engagements
Reputation & transparency
We turned PERA’s channels into a two-way conversation: public Q&A, citizen facilitation, success stories and transparent process communication. The consistent message — respect, sincerity and accountability — built the modern, educated, trustworthy reputation PERA set out to earn.
Citizen facilitation
Success stories
Transparent process
Recruitment, in depth
Communicating a province-wide hiring process
Hiring at this scale only works in public if people trust it. We documented every role and every stage — and answered the questions applicants were actually asking.
Roles Positions we communicated hiring for
We produced clear, role-specific communications for the full organisational structure, including Enforcement Officers (EO), Investigation Officers (IO), on-site engineers, the legal head, procurement officer, and the administration, HR and digital media teams — each with its own eligibility, process and timeline messaging.
Stages The PPSC, written, physical & medical journey
We mapped the candidate journey end-to-end and published each milestone on schedule: the PPSC process, the written examination, the physical test (running, height, chest expansion and BMI standards), and the medical examination — with district-wise test-centre details and last-minute reminders ahead of every test day.
FAQ The questions applicants kept asking
Our public Q&A content pre-empted the real-world questions flooding the page — for example: is there one physical test for both EO and IO posts; what are the running, height and chest-expansion requirements; what happens if a candidate passes the run but exceeds the BMI limit; what are the physical standards for female applicants; can a test centre be changed; and is the role contract-based or regular. Answering these openly removed confusion and reinforced a fair, transparent process.
Cadence Test-day live coverage
Around each physical-test window we ran a tight content rhythm: pre-test instructions and reminders, live updates and behind-the-scenes coverage on test days, same-day recaps, and follow-up Q&A — repeated across centres so every applicant, in every district, had the same clear information at the same time.
The Transformation
What PERA looks like today
From an unknown notification to a recognisable, modern public institution — this is the reputation the work helped build.
A modern public identity, built from zero
PERA launched with a clear, consistent and contemporary identity — read as professional and technology-led, not as “another police force.”
A 90,000+ following on the flagship channel
A genuine, engaged public following anchored a full multi-platform presence across Facebook, Instagram, TikTok and more — the front door to citizens across Punjab.
A recruitment drive trusted in public
Transparent, district-wise communication of every hiring stage reduced confusion and reinforced a fair, credible process.
A daily, multi-channel content engine
A working calendar, motion-graphics pipeline and field-coverage rhythm that kept the authority visible and accountable across every platform.
A credibility template for a flagship project
A communication standard worthy of a flagship Maryam Nawaz government initiative — repeatable across future public-sector mandates.
Detailed performance analytics from the engagement are available to qualified stakeholders on request.
How we can help you
The capabilities behind this work
The same team and approach is available for your institution or business — public sector or private.
Government Digital Transformation
Public-sector digital strategy, identity and citizen engagement — built for trust and scale.
Social Media Marketing
Strategy, content and daily community management that turns followers into engaged audiences.
Media Production
Motion graphics, video, photography and drone coverage with broadcast-grade production values.
Work with HR92
Have a public institution or brand to transform?
Whether you’re a government department or a private business, HR92 builds the strategy, identity and content that earns attention and trust. Let’s talk about yours.
FAQ
PERA digital transformation — common questions
What was HR92’s role in PERA’s digital transformation?
HR92 served as PERA’s digital strategy and communication partner from January 2025, working directly with the Director General. The engagement covered launch media strategy, public-awareness campaigns, brand and creative design, motion graphics and short films, recruitment communications, on-ground event coverage, and day-to-day multi-platform community management — full-service strategy and execution.
What is PERA?
PERA is the Punjab Enforcement & Regulatory Authority, established under the Punjab Enforcement and Regulation Act, 2024 and envisioned by Chief Minister Maryam Nawaz. It is Punjab’s dedicated enforcement arm against inflation, hoarding, profiteering and encroachment, operating through 154 enforcement stations province-wide.
Who managed PERA’s social media and marketing?
HR92 built and ran PERA’s social media across Facebook, Instagram, TikTok and its other channels — including strategy, content production and community management — as part of a complete PERA marketing and reputation-management mandate.
How did HR92 make PERA look modern rather than “old police”?
Through a deliberate, professional visual identity, a balanced content architecture that informs before it promotes, high-quality motion graphics and field production, and transparent two-way public engagement — all signalling an educated, technology-led, accountable authority.
Does HR92 take on government digital transformation projects?
Yes. HR92 works with both public-sector bodies and private businesses. You can explore our Government Digital Transformation service or contact us to discuss your project.
When did the PERA digital strategy project begin?
The engagement began in January 2025, at the launch stage of the authority.
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