Empowering government to create better lives for more people.

Goals, Challenges and Predictions for a Successful Year

2017 PUBLIC SECTOR DIGITAL COMMUNICATIONS TRENDS REPORT

Empowering government to create better lives for more people

GOVDELIVERY NETWORK

Engage your audience via the digital communications platform exclusively for government

Build your audience by connecting with 100 million people

GOVDELIVERY COMMUNICATIONS CLOUD

ADVANCED PACKAGE FOR COMMUNICATIONS CLOUD

Streamline your marketing capabilities with segmentation, A/B testing, and more

INTERACTIVE TEXT MESSAGINGReach people with the technology

already in their pocket

LEARNINGReimagine online training and build

interactive learning experiences

OPEN DATACreate compelling stories with your

organization’s data

DIGITAL ENGAGEMENT SERVICESLeverage our expertise to create &

execute your digital outreach strategy

SECURITYFirst FedRAMP certified digital

communications platform

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GOVDELIVERY + GRANICUS

• 150 Million Citizensin the GovDelivery Network

• 55 Million Citizens served by multiple Solution Suites

• 3,000 OrganizationsGlobally use Granicus’ solutions every day

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TODAY’S SPEAKER

Madeline O’PhelanSr. Marketing Communications ManagerGovDeliveryTwitter: @madelineophelan

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2017 PUBLIC SECTOR TRENDS REPORT

What will successful digital communications look like for the public sector in 2017?

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2017 TRENDS SURVEY

1,200 responses across local, state, federal (+ U.K.)

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GOALS & PRIORITIES FOR 2017

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GOALS & PRIORITIES: UP ENGAGEMENT W/ YOUR CONTENT

• Increase The Overall Reach of Your Audience

• Create a Content Schedule

• Use Strong Calls to Action

• Try Different Communications Channels

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GOALS & PRIORITIES: INCREASE CUSTOMER SATISFACTION

• Use Plain Language

• Provide Options for Connecting

• Listen, broadly

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GOALS & PRIORITIES: INCREASE SUBSCRIBER GROWTH

REACH

ENGAGE

CONVERT

Implement a Website Overlay

Take Better Advantage of the GovDelivery Network

Re-Engage with Sleepy Subscribers

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DIGITAL TACTICS: WHAT TO EXPECT IN 2017

Website – 93%

Still Most Used Channel

Social media – 80%

Email – 80%

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PHONE CALLS: STILL #1 FOR FEEDBACK

BENEFITS• Rich feedback information• Connect personally with citizens

DOWNSIDES• High cost of time & resources• Not scalable• Not representative

OPPORTUNITY• Multi-modal feedback• Proactively request feedback digitally

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OPEN DATA: MOST EFFECTIVE WHEN PUBLISHED EXTERNALLY

MAKE THE GREATESTIMPACT IN 2017 With every $1 spent on email

marketing generating $38 in return. -Campaign Monitor

DIGITAL TACTICS: EMAIL WILL

CHALLENGES AHEAD

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CHALLENGES AHEAD

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CHALLENGES AHEAD: LACK OF RESOURCES

Automate Your Messaging

Use Pre-Built Campaigns

Effectively Leverage Tools

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CHALLENGES AHEAD: REACHING YOUR TARGET AUDIENCE

Identify Audiences and Create Personas

Choose Communication Channels and Messaging That Resonates

Test What Works Best

Master Multilingual Content

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TOP 5 INSIGHTS

CONTENT MARKETINGGovernment communicators are content marketers

2017 PRIORITIES Web, email and social are the priorities for 2017

CITIZEN FEEDBACK Most organizations intake citizen feedback with phone calls

LACK OF RESOURCESLack of resources or staff continues to be the greatest outreach challenge

MEASURING SUCCESSSuccess in 2017 will be measured by digital engagement metrics

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THE BENCHMARK REPORT METRICS EXAMINED

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PRIVATE SECTOR APPROACH• Launch and Iterate• Testing + Analytics + Continuous

Learning + Agility

PUBLIC SECTOR APPROACH• Make it Perfect• Expensive and Time Consuming

LOOKING TO THE FUTURE

RECORD EVENT ATTENDANCE

BROAD PARTICIPATION IN ONLINE TRAININGS

MASSIVE UPTAKE OF ONLINE TRANSACTIONS

AWARENESS AND USE OF BENEFITS

HEALTHIER INDIVIDUALS

SAFER COMMUNITIES

A NEW APPROACH

THANK YOU FOR YOUR TIME

MADELINE O’PHELANSR. MARKETING COMMUNICATIONS MANAGERMADELINE.OPHELAN@GOVDELIVERY.COM| @MADELINEOPHELAN

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BREAKOUT SESSIONS 9:20 – 10:00 A.M.

1. Creating Engaging Content

Kate Symes, Client Success Consultant

2. Optimizing Due to Lack of Resources and

StaffNaitik Vyas, Client

Success Consultant (and Christine Nazer)

3. Tips for Reaching your Target Audience

Pam Jones, Client Success Consultant

Give us Your Feedback!Text “TRENDS” to (410) 983-6311