Marketing Your Government Website: Free or Low-cost Ways You Can Bring Customers to Your Site and Keep Them Coming Back - PowerPoint PPT Presentation

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Marketing Your Government Website: Free or Low-cost Ways You Can Bring Customers to Your Site and Keep Them Coming Back

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Marketing Your Government Website: Free or Low-cost Ways You Can Bring Customers to Your Site and Keep Them Coming Back Allison Soussi-Tanani NOAA Research CIO Office – PowerPoint PPT presentation

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Title: Marketing Your Government Website: Free or Low-cost Ways You Can Bring Customers to Your Site and Keep Them Coming Back


1
Marketing Your Government WebsiteFree or
Low-cost Ways You Can Bring Customersto Your
Site and Keep Them Coming Back
  • Allison Soussi-Tanani
  • NOAA Research CIO Office
  • Web Shop 2002 - August 8, 2002

2
Know Your Public and Your Product
  • Research
  • Customer Segments
  • Focus Groups
  • Branding
  • Improvements
  • Plain Language
  • Timely Updates
  • Comment/Feedback
  • Customer Quotes (as testimonials)

3
Use the Internet to Market
  • Internet News Services
  • Links/Barter
  • Multipliers ListServs and Online Discussion
    Groups
  • Responses to visitors auto-response and
    personalized)
  • Send Page to a Friend
  • Free Subscription
  • FirstGov Common Subscription Service/cross-agency
    Leveraging
  • Top Web Picks pages
  • Second page registration on top search engines
  • Keywords in metatags

4
Traditional Marketing
  • Media Relationships (not just Media Relations)
  • Earned Media
  • Speakers Bureau (Include stakeholders and
    advocates)
  • PowerPoint Presentationsfew lines is enough
  • Exhibits/Handouts (share and piggyback)
  • Demo site at exhibit
  • 5-minute usability test
  • Trade and Association Media
  • Public Awareness Campaigns - Print, Broadcast,
    Targeted Mailings
  • Federal Supply Schedule Resources (get marketing
    firms on FSS)
  • Site business cards (like FirstGov and
    FedStats.gov)
  • Graphics on envelopes
  • Award applications

5
Enlist/Inform/Teach
  • Tell employees first (agency, cross-agency teams,
    all government)
  • Network everywhere
  • Federal Executive Boards
  • Libraries and Community Groups
  • Schools and Colleges
  • Associations with related interests

6
Measure Everything, Especially Results
  • Put measures into your marketing plan
  • Put marketing plan into agency's strategic plan
  • Chart and compare outreach efforts against site
    traffic statistics

7
Government Specific Web Sites
  • FirstGov (www.firstgov.gov)FirstGov is the
    portal to all of government - federal, state, and
    local. The site has three customer channels -
    citizens, business, and government. FirstGov
    wants to hear from you when you have new features
    and services on your site. Write to "Suggest a
    Link" or to "Contact Us" on FirstGov.gov.
    beverly.godwin_at_gsa.gov
  • AOL's GovernmentGuide (http//www.usgovnow.com/fed
    /) James Vaughn, Manager of GovernmentGuide.com,
    wants to hear from you when you have new web
    features or other offerings. Contact him at
    vaughnj99_at_aol.com.
  • Usability.gov (www.usability.gov) This helpful
    site was developed by the National Cancer
    Institute communications staff to share what
    they learned in developing usable, useful, and
    accessible web sites and user interfaces. These
    experts on usability are available to run
    usability tests for your agency for reasonable
    fees. The content has gone through the NIH review
    process, therefore, a good source for
    scientifically based information.

8
General Marketing Web Sites
  • The Write Markethttp//www.thewritemarket.com
  • Guerrilla Marketinghttp//www.gmarketing.com/cgi-
    bin/main.pl
  • Idea Café Marketinghttp//www.businessownerside
    acafe.com/business/marketing.php

9
EXPERTS in the Biz
  • Bill GoodwillPSAs, Distribution, Packaging,
    EvaluationGoodwill Communicationshttp//www.good
    willcommunications.com Ask for e-mail and print
    newsletters.Public Service Advertising Research
    Centerhttp//www.psaresearch.com
  • David StarckAdvertising, PSAs, and Promotional
    MaterialsBoard Member, Federal Communicators
    NetworkAdvising Manager, Marketing OfficeBureau
    of the Public Debt, Department of
    Treasurywww.savingsbonds.gov david.starck_at_bpd.t
    reas.gov (202) 691-3776
  • George MatyjewiczInternet News ServiceChief
    Marketing OfficerGAP Enterprises,
    Ltd.http//www.gapent.com - Georgem_at_gapent.com(
    770) 752-9767
  • Marci HiltBoard Member, Federal Communicators
    NetworkPublic Affairs SpecialistUS Department
    of AgricultureProject Leader, Communicators
    Guide(202) 720-3088 Marci.hilt_at_usda.gov
  • George SelbyMember, Federal Communicators
    NetworkSupervisory Marketing SpecialistMarketing
    Services Office, U.S. Census Bureau301-457-3110
    george.selby_at_census.gov
  • Chris McFerreneMail Distribution ListsGeneral
    Services AdministrationChris.mcferren_at_gsa.gov
  • June MalinaMarketing expert, workshop
    speakerMember, Federal Communicators
    NetworkRetired (U.S. Government Printing
    Office)Jmalina_at_erols.com
  • Brant TurnerMailing Lists American Database
    Marketingwww.admlists.com Toll Free (888)
    565-7724Fax Toll Free (888) 279-4338
  • Gary PriceLibrarian, Internet Research
    SpecialistResourceShelfhttp//resourceshelf.free
    pint.com/ Web Search Buffet Presentation
    http//www.freepint.com/gary/fedweb02.html

10
Federal Organizations/Contacts
  • Federal Supply Service
  • Federal Supply Schedule Communications
  • General Services Administration
  • Janis Freeman - (703)305-6650
  • Ask for marketing portfolio. Many marketing,
    graphics, and communications vendors are on the
    schedule, which means you can get their services
    quickly.
  • Federal Executive Boards
  • There are 20 federal executive boards (FEBs) and
    about 100 federal executive associations (FEA)
    that coordinate and cooperate across agency lines
    on programs and initiatives.
  • Paula Bridgham - Director for Federal Executive
    Board OperationsOffice of Personnel Management,
    Washington, DC http//www.feb.gov (202)
    606-1001 plbridgh_at_opm.gov

11
Federal Organizations/Contacts
  • Federal Communicators Network
  • http //www.fcn.gov
  • To join online, go to http//www.fcn.gov/members/
    join.htm
  • FCN has more than 900 members from almost every
    agency all across the country.
  • A small coordinating committee provides direction
    and plans events and services.
  • Most workshops and activities are free, thanks to
    the support of government agencies, as well as
    private sector and nonprofit organizations.
  • FCN members connect and share information through
    an e-mail distribution list.
  • To subscribe, go to listserv_at_listsrv.gsa.gov
  • In the body of the message (not the subject
    line), type SUBSCRIBE COMMET- L YOUR NAME (no
    period).
  • For more information, contact pat.wood_at_gsa.gov.
  • Federal Multi-media Group-BOPSAT (Bunch of
    People Sitting Around Talking)
  • BOPSAT, a recent offshoot of the Federal
    Communicators Network, is doing a lot more than
    sitting around talking. It is committed to
    sharing multi-media information and resources
    across agency lines.
  • Launched by the Social Security Administration,
    its coordinator is Art Dormer 703-305-5476
    Donner.Art_at_epamail.epa.gov

12
Other Organizations/Resources
  • American Marketing Association / Marketing
    Power.com
  • http//www.ama.org or http//www.marketingpower.
    com
  • Direct Marketing Association
  • http//www.the-dma.org
  • Communicators Guide
  • You may download the guide in pdf at
    http//www.publicforuminstitute.org/activities/200
    2/fcn/commguide.htm
  • How to OrderCopies are available for 6 each
    plus shipping and handling fromIFAS/Extension
    Boookstore, Building 440, Mowry Rd., PO Box
    110011, Gainesville, FL 32611.Or call (352)
    382-1764 or (800)226-1764.
  • For people with disAbilities, copies of the guide
    are also available on audiotape for people with
    visual or cognitive disabilities. You can request
    tapes from the USDA Target Center at (202)
    720-2600.

13
Strategies from Other .govs
  • Business card for website Include URL on
    business card
  • Include URL in e-mail auto-signature
  • Use html e-mail to attach graphical site
  • Physical site roll out balloons, banners, etc.
  • Advertise new site page on popular page
  • Strategically place with creative wording
  • Advertise on gossip / society page Intranet
  • Distribute photos as screensavers backgrounds
  • Add to training programs
  • Include in new employee orientation
  • Ask, Whats your opinion
  • Trade show demonstrations
  • Tell your librarians use local library
  • Bookmarks with site info
  • Create pens and other giveaways with URL
  • Create bi/multi lingual site
  • Button for Make this page your home page
  • Create a good slogan or tag line and use it when
    marketing the site
  • Use a physical marketing campaign in well
    traveled areas, like the cafeteria or break area
  • Publish survey results and changes made per
    survey findings
  • Tap into professional meetings and events

14
How do you Market the Web?

15
The End
  • Credits
  • The inspiration and resources for this
    presentation were borrowed, with permission, from
    Pat Wood (pat.wood_at_gsa.gov) of the Office of
    FirstGov, General Services Administration.
    Portions of the presentation were covered at the
    FedWeb 2002 Spring Conference, May 22, 2002
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