# Presentation: 536300

## Marketing Firstgov.gov

**Mary Levy**
**Federal Citizen Information Center**
**Office of Citizen Services and Communications**
**U.S. General Services Administration**

**Notes:**
For most of my government career my job has been to help make consumers/citizens aware of the plethora of government information resources that are available to them – information that can make them healthier, wealthier, wiser....Just the kind of information that comes from your agencies.

## The Catalog was King

**The Catalog was King**

**Notes:**
In the 1970s and 80s, that information was primarily available in printed publications, many of which the Federal Citizen Information Center distributes from Pueblo, Colorado through the Consumer Information Catalog.

Citizens ordered more than 8 million publications from Pueblo, CO in 2005

## For 1 out of every 5 Americans, Pueblo, CO = government info.

**For 1 out of every 5 Americans, Pueblo, CO = government info.**

**Notes:**
We did this for so long, and we had such good material to work with – practical, helpful, timely publications that were easy to read and understand – that today about 1 out of every 5 Americans can identify Pueblo as a source of government information. 

Well, a lot has changed, and now our challenge is to help citizens take advantage of the enormous amount of government information and to use the online services found on FirstGov.gov.

## Slide 4

**Notes:**
It’s a little like trying to be all things to all people – the scope of FirstGov is so vast and the needs and interests of Americans are so diverse.

And citizens are only one of the four main user groups – but as part of the President’s e-government initiative – reaching our to citizens is our top priority.

So the marketing plan that we’re working on uses a number of different approaches to meet this challenge.

## Why have a marketing plan?

** **

- “Doing business without advertising
- is like winking at a girl in the dark.
- You know what you are doing, but nobody else does.”
- 		~Steuart H. Britt

**Notes:**
Why market?

Doing business without advertising is like winking at a girl in the dark.

You know what you are doing, but nobody else does.

So we wanted a campaign that eye-catching, and like the layout of FirstGov, easy to follow and understand.

## “In the Pink”

**“****In the Pink”**

**Notes:**
We began in 2003 with a pink poodle...

## Slide 7

**Notes:**
Who encouraged Americans to get out of line...and go online with FirstGov.gov.

## Who’s Your Uncle!

**Who’s Your Uncle!**

**Notes:**
In 2004, a group of zany Uncle Sams were thrilled to deliver information to the American public.

## Slide 9

**Notes:**
And this year, Uncle Sam returned in a new guise and in some very strange places.

Show 2005 60-second spot.

## Radio listeners have questions...We have answers

**Radio listeners have questions...We have answers**

**Notes:**
Radio listeners have questions, and we have answers.  

Play the 60-second radio spot.

Radio is an important component of the campaign.  Recorded PSA’s in :60,:30, and :15 second lengths went out to 5,000 stations whose formats (family-friendly, news and country have been most receptive to airing PSAs over the years.

## Slide 11

**Notes:**
And, since you can’t be too clear about the breadth of the info and services available on FirstGov.gov, Uncle Sam demonstrates everything from registering to vote, to buying surplus government property to changing your address.

Print ads are sent to all the major magazines and newspapers (both dailies and weeklies).

## Results of “Always There” PSA

**Hundreds of mentions of print ad in local newspapers**
**Campaign has been used in over 70% of the nation’s TV markets**
**Aired more than 24,000 times on over 300 broadcast TV stations**
**Delivered the TV PSA to more than 500 cable TV stations nationwide**
**Expect to receive approximately $8 million in airtime donated as a public service**

**Notes:**
The 2005 public service advertising campaign has been very successful.

Hundreds of mentions of print ads primarily in smaller weekly newspapers

TV PSA aired in over 70% of the nation’s  TV market... more than 24,000 times on more than 300 broadcast TV stations

Delivered to more than 500 cable TV stations

Expected to receive about $8 million in TV airtime donated as a public service

## Slide 13

**Notes:**
The messges from the campaign are reinforced by regular information releases that go out to 10,000 writers and editors on our listserv and another 3K who wish to receive printed copies.  

Our written style mirrors the style of our PSAs – warm, friendly,  short, to the point, and nongovernmenty – with a heavy emphasis on what FirstGov can offer or do for you, the citizen. 

Use Ed Cals (Editorial Calendar) from Bacons and Prof Net from PR News Wire to find writers who are looking for story ideas, resources for stories under development and the editorial calendar planned by major magazines.  Finding upcoming stories where a mention of FirstGov.gov would tie-in helps us prioritize media contacts and pitches.

## Slide 14

**Notes:**
The clips of articles and print ads that we receive mirror the diversity of topics covered and audiences served by FirstGov:
	El Mexicalo in Bakersfield, CA
	Navajo Times in Window Rock, AZ
	Financial Times in New York
	Asian Pages in St. Paul, MN
	Black Tennis Magazine in Dallas, TX
	Pasadena  (TX) Citizen

Just last August, we received 1.379 clips of articles and print ads with a circulation of 14 million.

## Slide 15

**Notes:**
This diversity of audience and information is also reflected in a colorful brochure developed for conferences.

## From Federal web sites...

**Notes:**
Online, one of the chief ways that citizens find out about FirstGov is through 10s of thousands of federal web sites, including those of the Web Content Managers Forum.

## To the states...

**Notes:**
47 of the 50 state web sites, and the District of Columbia,  feature a FirstGov link.....

## Cities and counties...

**Notes:**
As do many city and county sites,

## Slide 19

**Notes:**
And even a number of congressional sites – although this is an area where we have lots of growth potential.

## Slide 20

**Notes:**
Online news sites also receive and use our information releases.  This is a screen shot of about.com, visited by about 20 million people each month.  This site is a perfect place for FirstGov, since it offers practical advice and solutions for everyday life.

## Slide 21

**Notes:**
Additional online outreach is through regular e-newsletters that highlight new or especially popular topics on FirstGov.  Currently we have about 75,000 subscribers to this online service.

## Slide 22

**Notes:**
And writers or editors can always find the latest releases and public service announcements at our online Press Room. 

## Slide 23

**Notes:**
Moving to a more targeted approach, this lesson plan helped students in 17,000 high schools across the country use FirstGov.gov to do everything from getting a passport to finding financial aid for college, and registering to vote.

## Slide 24

**Notes:**
153 Department of Defense schools in 13 countries gave out 112,000 copies of this colorful brochure to their students and their families.

## Slide 25

**Notes:**
And we’ve asked every public, high school and college library to post this message for their patrons – Ask not what your country can do for you...actually, go ahead, ask.

This ad was developed by McCann Erickson as a public service. 

## Slide 26

**Notes:**
Even the Federal Executive Institute now provides a brochure on FirstGov to the federal supervisors, managers and executives who are attending training at the Institute to increase their leadership and management skills.

## A message from the IRS

**Notes:**
This message from the IRS really gets people’s attention.

It appeared on the back of about 15 million envelopes containing IRS refund checks.  It’s a great example of an interagency partnership that is even more effective because FirstGov is co-branded with 1-800-FED-INFO. 

## Slide 28

**Notes:**
And speaking of co-branding, FirstGov is mentioned on every information release that highlights a publication from Pueblo, Colorado......

## 13 million Consumer Information Catalogs annually highlight FirstGov.gov

**13 million Consumer Information Catalogs annually highlight FirstGov.gov**

**Notes:**
On the back of 13 million Consumer Information Catalogs annually....

## Slide 30

**Notes:**
And in 500,000 copies of the Consumer Action Handbook, which is the quote consumer bible for every state and local consumer protection agency.

So, after all of this, how are we doing?  Are citizen’s more aware of FirstGov and what it can do for them?

## Awareness of FirstGov.gov Doubles

**Awareness of FirstGov.gov Doubles**

**Notes:**
The answer is yes.  We’ve doubled consumer awareness from 2004 to 2005. The yellow bar is 2004 and the red is 2005.  

## Pop-up Online Survey: American Customer Satisfaction Index

**Pop-up Online Survey: ****American Customer Satisfaction Index**

**Notes:**
And about 25% of those responding to the American Customer Satisfaction Index survey that pops-up on random pages of FirstGov say they came to the site because of media mentions, teachers and libraries.

But our job is just beginning...

## Public education still needed

**Public education still needed**

**Notes:**
Even with doubling the awareness rate in one year, only 9% of those surveyed said they knew about First Gov – so we still have lots of room for success.

## Lessons Learned	

**Make it easy**
**Keep focused on your website**
**Think outside of the box**
**Make it personal**

**Notes:**
Lessons learned:

 Make it easy for others to link to you.  There are numerous 
  samples of linking language and graphics easily accessible from
  the FirstGov.gov home page.

 Keep focused on your website.  Our PSAs are built around the 
  services and questions that citizens go to and ask about most 
  frequently.  

 Think outside of the box.  Find partners who share your 
  communication goals, look for unusual communication vehicles 
  and venues where your website would bring value.

 Make it personal.  Keep your passion for the information you
   have to share.  It will draw others in.  And remember that
   every member of your team is an ambassador for your website.

## Thank You

**Mary Levy**
**Information & Education Director**
**Federal Citizen Information Center**
**Office of Citizen Services and Communications**
**Mary.levy@gsa.gov**
**(202) 501-1794**

**Notes:**
Thank you.  And please feel free to contact me if you have questions about any aspect of our marketing plan for FirstGov.gov.