Marketing Trends for Local Governments

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Marketing Trends for Local Governments

Some innovative marketing trends for local government include: 1. the use of artificial intelligence for citizen services, 2. the use of mobile apps for citizen engagement, 3. multilingual communities, 4. citizen-centered content and user-centered design, and 5. the use of open-data for citizen engagement.

1. Using Artificial Intelligence for citizen services

What it is and how it works

Evidence of how the trend helped local governments and examples of local government

  • AI was used in Validating Health Care Eligibility at California and it helped 100 employees to interact and validate the eligibility of over 1 million documents that year.
  • This also helped improve the patrol responses times in Las Vegas. The patrol offices were able to reduce the response times and help in resolving accidents quicker by combining social media, crowdsourcing apps, and traffic control data to predict trouble spots.
  • AI was also used in Iowa to predict floods, which increased customer engagement because it allowed citizens to simply “ask” about the possibility of a flood near their area.
  • Another example is from the New York City Department of Social Services, where, with the help of AI, it was able to handle 75% of SNAP applications submitted online, which resulted in a 30% reduction of foot traffic in the physical service centers.

2. Using mobile apps for citizen engagement

What it is and how it works

Evidence of how the trend helped local governments

  • The town of Tecumseh utilize municipal apps to update their communities in real time.
  • Sparks, Nevada also created a mobile app for their city to provide citizens and tourists with a platform that accesses local event information such as restaurants availability, hotels, shopping, nightlife, and parks to increase commercial opportunities.
  • Gov2Go is an application created by the State of Arkansas. To date, over 260,000 people have signed up. One of the benefits of the app is that it allows people to pay their taxes through online. Over 6,700 citizens have been reported to have used that function in 2018.

3. Multilingual communities

What it is and how it works

Evidence of how the trend helped local governments

  • One example is the expanding of language access in the city of New York.
  • The city decided to include a multilingual component to their online presence because three out of five New Yorkers are immigrants or children of immigrants.
  • This has helped 122,000 New Yorkers to access the NYC database in their primary language.

4. Citizen-centered content and user-centered design

What it is and how it works

  • Having a citizen-centered design helps to increase the user experience, service design, innovation, behavioral design, and other fields.
  • Having citizen-centered content helps in promoting a more personalized experience, which helps in better communicating with the community.
  • Also, effective community engagement starts with a well-designed citizen-centric platform. According to a survey conducted by local government respondents, 93% of people stated that it was either “essential” or “important.”

Evidence of how the trend helped local governments

  • Citizen-centric content decreased the standard application time from 45 minutes to under 10 minutes for the California Department of Social Services and 33 other counties.
  • Over 260,000 people have benefited from this service.

5. Using open-data for citizen engagement

What it is and how it works

Evidence of how the trend helped local governments

  • Open Data usage was used by the city of San Francisco. As of February 2017, San Francisco had published 420 data sets.
  • Providing this information resulted in an increased enrollment for their Data Academy. To date, the academy has attracted over 1,000 enrollees.
  • New York City is another city that uses open-data to increase citizen engagement. By February 2017, 1,600 data sets had been published.
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