government communications success: michigan department of natural resources
DESCRIPTION
This webinar teaches the secrets & tricks that the MI DNR used to achieve their amazing success. Christine Schwerin, Marketing Account Manager with MI DNR, will share with you her department’s digital communications strategies and implementation of key tools, such as multichannel distribution and social media, to dramatically increase their communications reach and achieve mission goals.TRANSCRIPT
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Government Communications Success: Michigan Dept. of Natural Resources
February 12, 2013
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2013 Digital Communications Tour
Find out where we’re going next: http://bit.ly/GDTour2013
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Presenter: Christine Schwerin
Marketing Account Manager Michigan Department of Natural Resources
Tweet comments to @GovDelivery or #GovD13
GovDelivery
Communicating with the public and the media
Christine Schwerin, Michigan DNR
www.michigan.gov/dnr
Implementation
•Michigan DNR added GovDelivery in Feb. 2012
•Uploaded about 239,000 email addresses from previous email system
•Began with 15 topics
•First major agency within State of Michigan government to implement
Growing Pains
• Training & supporting 40+ people • Template coordination and branding • Revising press release approval process • Philosophy of use • Developing message schedules • Data analysis • Topic organization (by interest or division?)
www.michigan.gov/dnr
www.michigan.gov/dnr
Old vs. New
Press releases and newsletters
www.michigan.gov/dnr
Subscriptions by the numbers
www.michigan.gov/dnr
Increasing subscriptions
• Red envelope everywhere (homepage, key web pages, calendar items, Facebook, Twitter)
• Points of purchase (license buying web page, camping reservation page)
• Handouts at public meetings • Partnerships with sporting goods stores
www.michigan.gov/dnr
www.michigan.gov/dnr
www.michigan.gov/dnr
Red envelope on calendar events
www.michigan.gov/dnr
Red envelope on e-license page
www.michigan.gov/dnr
Handouts at public meetings
www.michigan.gov/dnr
Digital ad partnerships
www.michigan.gov/dnr
Printed publications
www.michigan.gov/dnr
www.michigan.gov/dnr
How are we doing so far?
•Started with 239,000 subscriptions in February, 2012
•As of Jan. 1, 2013 we have about 1 million subscriptions • Avg. 22% open rate
•98% delivery rate
•Have sent over 600 press releases to statewide and/or filtered lists
•Currently offer 47 different topics
www.michigan.gov/dnr
Is it working?
Satisfaction survey during month of August revealed:
– 95% feel the emails provide valuable information – Of the 2,026 people who took the survey:
• 771 reported buying a hunting license as a result of receiving emails • 502 reported buying a fishing license as a result of receiving emails • 276 reported buying a Recreation Passport as a result of receiving
emails • 821 reported sharing DNR email with a friend or through social
media
www.michigan.gov/dnr
Next steps
• Promotional cards at exhibit booths, field sites across the state • Partnerships with stakeholder groups • We noticed you signed up for “x” you might also be interested in “y” • Creating a message calendar for each topic (not just major topics) • Sign up information on printed publications (fishing guide, hunting
guide) • Conversion tracking • Red envelope on Camping Reservation System website • Red envelope on LiveStream public meetings
