Digital communication in the public sector requires a unique approach to deliver value. This document shares some best practices and the impact of following them.

1.
Public Sector Digital Communications Best Practices
World Class Digital Communication Maximizes Direct Connections with the Public
Three value drivers in public sector digital communication
1. Effectiveness:
Reach the maximum number of stakeholders/residents/customers directly on
topics of relevance to them
2. Efficiency:
Automate and streamline complex communications across multiple channels
including email (the most broadly used by far), social media, SMS/text, RSS, and
others
3. Engagement:
Drive users to the online and offline activities that create the most value for the
public and your agency including transactional services, offline actions, and online
engagement
#1 lesson good public sector communicators learn from private & non‐profit sectors
More stakeholders = More value
Value increases dramatically when transition is made from having some outreach
functionality to having a clear strategy to maximize outreach and direct connections.
“The value of an email address to a knowledgeable marketer is $118.”
Stan Rapp, former CEO of
McCann Relationship Marketing
“Online revenue per usable email address for a non‐profit is $3.36 ‐ $27.56.”
Source: Convio Benchmarking Study
Contact: Scott Burns, scott.burns@govdelivery.com, 651-726-7303
Updated February 2011

2.
Public Sector Digital Communications Best Practices
1
Marketing / Fundraising Best Practices vs. Public Sector Best Practices
Marketers and Fundraisers Public Sector Best Practice
 Respect privacy
Personal Data  Few limits on privacy or gathering of personal data  Seek and use information where useful, but allow public to stay informed by
vs. End User  Send messages on topics and with timing that providing only limited information
Control maximize $ impact  Give stakeholders extensive choice as to what they receive (topics), when
they receive it (immediately or in bundles) and where (channel)
 Limit messaging to reach organizational $ goals
 Distribute topic‐based updates as soon as available (give users control of
 Not “give you what you want” but “get you to do
frequency)
Message Control what we want”
 Send information to people who want it without bias
 Discriminate based on buying behavior, income, and
 Promote engagement opportunities to targeted individuals, when appropriate
other demographics
 Work openly with related organizations to promote / cross‐promote content
 Build and protect customer / stakeholder base
Openness & and extend reach
 Promote social media sharing and content only
Collaboration  Encourage signups to partners (other agencies, non‐profits, etc.)
when supportive of $ goals
 Encourage social media sharing and comment
Automation  Automate a large portion of outbound messaging based on Web and social
 Centralize control of messaging
media content updates that already occur
Across Complex  Limit automated communication that might be “off
 Use core government interactions with public to build audience that can be
Organizations message”
engaged later for higher value activities
 Focus on total reach (subscriber/friend/follower base) and content views
through opens/clicks/activity
 Focus on revenue metrics
 Connect upstream metrics to downstream mission results wherever possible
Metrics  $ per click
(more water bills paid online, more flu shots taken, etc.)
 Revenue / per subscriber
 Document direct savings and $ benefits where possible (example: typical
agencies see $4‐$7 of direct financial benefit per email subscriber)
 Through normal website traffic with effective promotion and efficiency of
signup
 Through partnerships within government serving a similar audience
 At time of major event (e.g., natural disaster for
Top Stakeholder  At time of mandated interaction
fundraising or major product release for Amazon)
 At time of event (e.g., flu season, severe weather)
Base Building  At time of transaction / purchase
 At time of interaction around benefits or transactions (e.g., “signup to our
Opportunities  When value provided (e.g., free whitepaper, event,
updates after renewing your license”)
future product updates)
 After inbound inquiry (e.g., “press 1” after 311 call to provide email address
and be invited to sign up for updates
 Through consistent messaging from public officials
Contact: Scott Burns, scott.burns@govdelivery.com, 651-726-7303
Updated February 2011

3.
Public Sector Digital Communications Best Practices
While much can be learned by looking at best practices from marketers, fundraisers, and advocates, the unique needs and
opportunities in the public sector lead to very different digital communication requirements in order to support best practices.
Key Functional Needs in Public Sector Digital Communication Platforms
Importance Key Functionality Examples
 CDC: Expanded from fewer than 50 options offered
Effectiveness:  Ability to offer highly‐specific content updates
to more than 500; grew outreach base from <125K to
 High user control to increase signup rates
Dramatically  Larger audience dramatically improves >600K
 Heavy focus on top channel of email for audience
increase the communication impact  White House: Dramatically increases signup rates by
building to complement other channels
 ROI from cost reduction & revenue promoting signup to many topics and when public
number of  Ability to cross‐promote content between
enhancement opportunities are heavily submits comments / complaints
organizations to extend reach after initial signups
people you driven by reach  State of Indiana: Saved >$250K and built outreach
occur
reach directly base of >800K by instituting collaborative signup
 Ability to integrate signup into other online activities
across all state agencies
 Ability to create and (when appropriate)  FAA: Automates emergency directives across over
 Given limited resources, a portion of
automatically send outbound messages to multiple 7,000 aircraft parts to communicate with the aviation
updates must leverage existing Web and
channels when Web, database, or social media industry
Efficiency: social media content updates
content is updated  Benefits.gov: Automates messages to get immediate
Automate  Consistent triggering of messages when
 Direct integration between email, SMS, and social updates out on over 900 benefit programs
content is new increases relevance and
complex media publishing  Whitehouse.gov: Posts video and key content across
value to public
 Reporting across multiple channels blogs, YouTube, and email outreach simultaneously
communications  Connectivity between channels
 Efficient archiving of all messages to meet records  Many state, local, and federal agencies post
dramatically increases public use of all
requirements simultaneously to email, twitter, Facebook, and SMS
content, especially social media
 Send information without bias to people who want it (when appropriate)
 Engage users across multiple digital channels so they  Driving Standards Agency (UK): Over 800% more
can engage with content where they already are people signed up to receive YouTube updates
 Drive stakeholders (internal and external) (multi‐channel posting, syndication of content in through email than are “subscribed” directly to
to outcomes that maximize value to widgets, and cross promotion of social media with YouTube channel
stakeholder and to the government other digital channels)  Wisconsin DNR: Saved over $100,000 in first three
Engagement: o $ impact  Complement day‐to‐day communication with months of outreach strategy and dramatically
o Real outcomes (examples: more flu targeted and filtered messaging based on previous increases license revenue by promoting renewal
Create mission shots, better health, more “green” interests (Example: “You recently downloaded our notices via email
value lifestyle, engaged citizens, improved environmental policy plan, please join us for city‐  Oakland County, MI: Reduced communication and IT
economic development) wide cleanup day”) costs over $268,000 while driving key improvements;
 Elevate communications to drive real  Robust online functionality in place to drive real value e.g., dramatically increased pet adoptions
mission value & ROI (e.g., must be able to drive people to high value  Agencies at all level of government report peaks in
activities such as pay water bill online, submit an blog comments and idea submission when multi‐
idea, register for an event, commit to volunteer, etc.) channel promotion, driven by email outreach, is used.
Contact: Scott Burns, scott.burns@govdelivery.com, 651-726-7303
Updated February 2011