The government provides vital services to citizens
Every day, hard-working government employees strive to provide beneficial information and services to the public. Healthcare services and informational campaigns, social programs, community projects, and environmental initiatives are just a few of the offerings that have the potential to significantly impact people’s lives for the better.
Services are going unseen and unused
Unfortunately, many of these programs never reach a large portion of their intended audience.
One contributing factor is that many government organizations meet resistance when proposing additional resources or resource reallocation in order to provide a more modern, citizen-centric experience.1 In practical terms, this means a more frustrating experience that could act as a turnoff for people trying to access services.
In addition, much of the public has come to associate government services with partisan politics. In reality, especially at the state and local levels, most of the organizations, roles, and programs providing these services remain constant, regardless of who is currently in elected office. In a charged political landscape, many citizens don’t have a strong, trusting relationship with sources of government information.
This smaller focus on the citizen experience compounded by a lack of awareness and trust of informational resources means many citizens don’t know where to go to learn about the government services available to them.
Bringing our experience to the public sector
We’ve seen up close and personal how central marketing is to the success of a program or opportunity. Whether or not a person is aware of and engages with a program can be decided by how and what message they receive.
But this doesn’t start with them seeing a well-written social media post. An effective campaign is the culmination of a professional marketing strategy. This starts with deeply understanding a target audience, researching the needs and pains of different demographics, and identifying the kinds of messages that resonate most with those groups.
Then, strategically pivot a campaign’s messaging to resonate with each group on an emotional level. Content is crafted to not only present information but also build a relationship between the audience and organization based on empathy and trust.
The final step is launching this emotionally compelling content as a cohesive campaign. One that strategically manages the avenues and timing of outreach to maximize the impact of every ad spend dollar.
Taking our marketing approach from private to public
We recognize the current disconnect between the government organizations providing valuable services and the constituents these services so often miss. We also see an incredible opportunity to bridge this gap and build stronger relationships with effective marketing strategies.
We have spent the past several decades honing our approach to marketing with audience testing, digital marketing data, and the latest neuroscience research. Now we are ready to put these industry-leading content strategies to work for government organizations, helping them leverage technology to reach their audiences without straining their resources.
Interested in working with The Odigo Group on your next government campaign? Visit our website or contact us to request a quote!
1 Citizen experience in government takes center stage | Deloitte Insights