Digital Marketing

Before you begin promoting a program or initiative online, get to know your community. That means figuring out where different groups hang out online. Can you identify both the influencing and underrepresented voices speaking to relevant issues across channels? And are you taking demographics like age, culture, ethnicity, interest, background, gender, sexuality, etc., into consideration?

If you want to facilitate deeper conversations and get constituents involved in what you’re doing, it’s worthwhile to observe. Start by diving into the data − what relevant topics, concerns, or questions are trending? Have you begun documenting citizen experiences and voices in community forums? What are those voices telling you? We can use those insights to inform where and how you enter the public consciousness.

Once you’ve started connecting with constituents, you can’t stop. There needs to be a steady, constant flow of content published across social channels. Cadence is key. And consistency is going to nurture community engagement across the weeks, months, and years. Every individual message or deliverable you post should be on brand − that means speaking the same language, upholding the same values, and complying with the same internal policy guides.

This is where we can add value by extending your internal marketing and communications resources. After defining a digital strategy tailored to your audience, we can put it into practice. Our account managers and social media specialists are prepared to go the distance with you, collaborating with stakeholders from Public Relations, Communications, Customer Service, Marketing, Government Affairs, and others to launch high-performing digital campaigns at scale while driving organic social outreach.