Developing Successful Marketing and Public Awareness Campaigns for Government Organizations

To address challenges of and solutions for marketing and public awareness campaigns on behalf of government organizations, we will use case studies from various state agencies and their initiatives to assess strategy and development.

Often government-related campaigns do not have a specific call-to-action, therefore traditional ROI and conversion measurements may not be achievable. However, in the current new media environment, various alternative engagement indicators exist.

We will address the following:

• Creative asset creation and dissemination
• Developing targeted content
• Traditional and new media mix
• Using social media to improve PR
• Measurement tools and analytics

Learning Objectives

• Creating a successful campaign with no specific call-to-action
• How Government Organizations should/should not interact on social media
• Measuring the effectiveness of a campaign with no specific call-to-action

Speakers

Rebecca Royen

Marketing and Communications Manager, Center for Advanced Public Safety, The University of Alabama

@chloeandlulu

Rebecca Royen currently serves as the Marketing and Communications Manager at the Center for Advanced Public Safety (CAPS) at the University of Alabama. She has over 15 years of experience in branding and marketing in various industries from retail book sales to shopping center management to the medical field. Rebecca graduated cum laude from Brandeis University with a degree in Anthropology and Journalism. In addition, she attended the New England School of Art and Design. During her tenure at CAPS, Rebecca has orchestrated several public awareness campaigns on behalf of Alabama state agencies including the Department of Revenue, Department of Public Safety and the Alabama Law Enforcement Agency. Rebecca grew up in the Midwest and lived in Boston for many years before moving to Alabama in 2004. When she’s not in the office, Rebecca travels to arts & crafts shows selling handmade jewelry and home accessories under the shop name CHLOE+LULU.

Kellie Hensley

Marketing Coordinator, Center for Advanced Public Safety, The University of Alabama

@kelliehensley

Kellie Hensley is the Marketing Coordinator for the Center for Advanced Public Safety (CAPS) at the University of Alabama. In this capacity, Kellie has played an integral role in the development and execution of statewide public awareness campaigns for government entities and in the internal promotion of CAPS’ software and programs. She earned a Bachelor of Arts degree in Graphic Design and a Masters of Science in Marketing from the University of Alabama. Kellie’s experience ranges from magazine design with Time Inc. in New York to digital publication design with Faulkner University’s first digital academic catalog. She is a member of the American Advertising Federation of Tuscaloosa and a provisional member of the Junior League of Tuscaloosa. Kellie is also a freelance graphic designer and photographer with a penchant for travel.