Local Government Marketing Trends

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Local Government Marketing Trends

Prominent trends in local government marketing across the United States include the use of municipal websites to boost social media followership, the use live or archived videos to promote public meetings, among other trends.

TREND 1: The use of municipal websites to promote social media followership

  • Many local governments across America have municipal websites that offer online job applications. Several posts on social media are used to get several residents to apply for jobs or to attract new followers.

EXAMPLE OF LOCAL GOVERNMENTS USING THIS TREND

  • The government of the City of Evanston uses links on its municipal website to promote its Facebook, Twitter, YouTube, and Instagram page.
  • The web page of the City of Evanston is used to share relevant content with residents, business investors, and job applicants.

TREND 2: USE OF MOBILE/MOBILE-FRIENDLY WEBSITES FOR MARKETING

  • Local governments are seamlessly connecting through desktop computers and mobile devices with residents across America.
  • A recent survey among residents of the United States reveals that for residents over 60 years old, about 54% use their phones to get information about their local governments.
  • A recent survey among residents of the United States reveals that for residents aged 18-29, the most prominent means of getting communications from the local government for about 54% of residents is through the phone.

EXAMPLE OF LOCAL GOVERNMENTS USING THIS TREND

  • Insights obtained from a Civic Plus web reveals that all local and state government websites across America are mobile friendly.
  • The state of Alabama uses a mobile device icon on its website to signify the mobile-friendly nature of the site.
  • The City of Evanston communicates with residents through phone calls and text messages through the phone number (847) 448-431.

TREND 3: Use of video/live video to promote council meetings

  • Several municipalities across the United States use live or archived videos to promote public meetings successfully.
  • Sharing links to videos of public council meetings on social media is used to remind citizens to view, get informed and also improve participation in local government matters.

EXAMPLE OF LOCAL GOVERNMENTS USING THIS TREND

  • The government of the City of Murfreesboro, TN, uses YouTube videos to promote its city council meetings.
  • Live video streams of the Murfreesboro CityTV are hosted on YouTube and accessible via this link.

TREND 4: Public Service Announcements

  • Local governments across America are using public service announcements (PSA) to raise awareness on issues that affect the community effectively.
  • Some examples of PSAs used by municipalities include general health awareness as well as safety and financial tips.

EXAMPLE OF LOCAL GOVERNMENTS USING THIS TREND

TREND 5: USE OF EMAIL FOR MARKETING

  • The use of an email marketing strategy is not just cost-effective but can be tailored to a particular audience.
  • Local governments use emails when marketing/communicating with both residents and business prospects/investors.
  • A recent survey among residents of the United States reveals that for residents over 60 years old, about 60% use emails to communicate with their local governments.
  • A recent survey among residents of the United States reveals that for residents aged 18-29, the most prominent means of getting communications from the local government for about 75% of residents is through emails.

EXAMPLE OF LOCAL GOVERNMENTS USING THIS TREND

TREND 6: USE OF ANALYTICS IN MARKETING

  • Insights obtained through Hootsuite reveals that local governments can get the necessary level of listening to public sentiments through advanced analytics. Analytical tools help local governments to streamline and coordinate the social media, their departments, agencies, and public officials.
  • Local governments are increasingly using evidence-driven analytics to support their decision-making process.
  • Detailed research reveals that some local/state governments in America use advanced analytics to focus on various regions, understand the current needs, as well as see everywhere at the same time.

EXAMPLE OF LOCAL GOVERNMENTS USING THIS TREND

  • Some local/state governments using analytics to understand their marketing needs include Idaho, Iowa, Alaska, California, Kentucky, California, Tennessee, Florida, Washington, New York, etc.

METHODOLOGY

Analysis/research through survey report, industry expert interviews, local government websites, among other resources such as TendersPage, City of Evanston web page, etc., for publicly available reports on trends specific to local government marketing in the United States failed to uncover any useful finding. A Hootsuite annual report on social media trends in government had some trends regarding how local/state governments use analytics for marketing, which we considered helpful. We verified through a Tableau publication that some local/state governments that are using analytics to understand their marketing needs include Idaho, Iowa, Alaska, California, Kentucky, California, Tennessee, Florida, Washington, New York, etc. The two insights were combined to imply a trend.

We further researched through several websites such as Civic Plus, Brookings Educational resources, etc., for how American local governments are marketing to investors and residents revealed several trendy patterns/activities that we confirmed across a plethora of sources and uncovered implementation areas as a criterion for inclusion.
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