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NAGC 2012 conference. Branding Government
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Branding Government: Creating a Cohesive Look, Feel and Message
Jeremy Lasich, Deputy DirectorFairfax County (VA) Office of Public Affairs
Why Brand Government? 40+ County Agencies sending out
information Hundreds of publications and
letters using different formats and branding
Thousands of employees using different business cards
1 million+ residents receiving mixed communications from their government
Process Common Message, Many Voices
Ensure a common look, feel, and message in all county communications, providing staff with quick access to county procedures, standards and guidelines
Process 2004 - County Executive directed
the Office of Public Affairs to guide a countywide effort to create a stronger identity for the county and build public confidence that the county was effectively integrating its programs, services and resources.
Process Core Team formed with five
subcommittees
More than 50 county employees from the 20 different county departments most involved in outreach to the community
Process Subcommittees worked for six months
to develop standards, communication planning templates and communication resources
July 2005 Fairfax County Communications Strategy was launched
January 2006 – Strategy was implemented
Process
Process Subcommittees worked for six
months to develop standards, communication planning templates and communication resources
2006 Fairfax County Communications Strategy was launched
Process Launch included:
– Presentations to Senior Management Team
– Presentations to agencies– Articles online and in county
newsletters
A lot of positive feedback
Some pushback as well
Process 2011 – Strategy was redesigned to
coincide with new Intranet
Rebranded from the Communications Strategy to the Communications Toolkit
Process Distributed countywide survey
about information in the Strategy and what employees would like to see in the new Toolkit
Held several focus groups to test site
Moved from text-heavy pages to more dynamic content with graphics
Process Elevated topics identified by staff as
most important in their daily work and organizes information in a streamlined manner
New information was added, such as the social media policy
Received 2012 NACo Achievement Award
Communications Toolkit
Communications Toolkit
Communications Toolkit
Communications Toolkit
Communications Toolkit
Communications Toolkit
Communications Toolkit
Communications Toolkit
Communications Toolkit
Communications Toolkit
Communications Toolkit
Communications Toolkit
Communications Toolkit
Communications Toolkit
Communications Toolkit
Communications Toolkit