What’s out is in again: Re-energizing classic resources
If yours is like most communities, there are likely great resources that have been developed to either help constituents or promote government services, but may have fallen to the wayside with lack of attention. Perhaps once widely utilized and well-known, these resources may now be outdated and in need of a breath of fresh air.From recycling programs to snow removal communications to highway adoption litter clean-up programs, many states have seen an increased need for theses resources, but have found a lack of awareness in newer populations. Some government entities have turned to social media, while others have opted for rebranding.

Adopted nationwide in 2000, 511 is an example of a slightly newer resource that many states launched with great fanfare but have since left relatively unpromoted. The service is offered as a means to communicate traffic, road and weather conditions to callers and Web visitors. Recently, North Carolina and Virginia took action to revitalize efforts of this service and are now two of the most successful state 511 programs, with millions of calls each year. Both states conducted focus groups to alter signage—finding that the traditionally blue signs, used along highways to promote the service to drivers, blended in with other signage too much. Additionally, both states used a new marketing plan to develop PSAs and a media campaign to create awareness among constituents.

Here’s how to take a cue and bring new life to resources in your own community:

  1. Review the resource
    First things first: It’s no secret that some resources fall to the wayside not because they’ve become tired, but because they’re not being utilized. So, take efforts to understand if a resource is in need of an update or in need of retiring. Host diverse focus groups or utilize community input to ask for opinions on local government resources. Offer participants an incentive for providing feedback—like an embroidered baseball hat or a rugged aluminum sport bottle.
  2. Make it relevant again
    Refocus, repurpose and redesign the resource to make it applicable to current audiences. Use survey or focus group information to target the resource to audiences most likely to utilize such services. This might mean updating the visual identity of a resource or the channel within which is communicated. Crowd source the ideas for new logos, taglines or brandings by taking to the community with a rebranding contest. Entice constituents to enter their ideas by offering prizes for all entries, like practical umbrellas or tumblers.
  3. Spread the word
    Start fresh with a new communications or marketing campaign that aims to enliven the awareness of a resource. Get out in the community with creative tools to build buzz like leaving small branded items printed with a URL, such as wooden nickels or round magnets, strategically left behind at local businesses or in unexpected places. Utilize social media channels and more traditional direct mail tactics to be heard, too.

Last but not least, once a resource has been revitalized, take efforts to keep it from once again falling to the wayside. Continue to seek constituent and user feedback and grow the resource as the community grows and changes, too. Then you’re sure to have a truly classic resource on your hands.

“The 411 on 511.” American City & County | Information on State & Local Government Policy, Politics, Management, Finance, Environment, Economic Development, and Technology, Finance, Environment, Economic Development, Infrastructure and Technology. Web. 02 Sept. 2010.

Share this Newsletter:    Facebook   Twitter

September
MonthlyWeeklyDaily
American Diabetes
Aviation History Month
Celebrate Empty Nester Month
Diabetic Eye Disease Month
Epilepsy Awareness Month
Family Stories Month
I’m So Thankful Month
International Drum Month
International Microfinance Month
Learn Chinese Month
Lung Cancer Awareness Month
MADD’s Tie One on for Safety Holiday Campaign (11/16-12/31)
Military Family Appreciation
National Adoptions Month
National AIDS Awareness Month
National Alzheimer’s Disease
National American Indian Heritage
National COPD Awareness Month
National Family Caregivers
National Georgia Pecan Month
National Home Care & Hospice Month
National Inspirational Role Models
National Life Writing
National Marrow Awareness
National Peanut Butter Lover’s Month
National Pomegranate Month
National Roasting Month
National Scholarship Month
Prematurity Awareness Month
Vegan Month 
National Fig Week: 1-7
World Communication Week: 1-7
National Care Week: 3-9
National Animal Shelter Appreciation Week: 4-10
National Long-term Care Awareness Week: 4-10
Dear Santa Letter Week: 5-9
Kids’ Goal Setting Week: 5-9
World Kindness Week: 7-13
Green Ribbon Awareness Week: 11-17
Childrens’ Book Week: 12-18
National Hunger & Homeless Awareness Week: 12-18
Home Care Aide Week: 13-19
National Farm-City Week: 16-22
Natioanl Family Week: 18-24
National Game and Puzzle Week: 18-24
National Bible Week: 18-25
Better Conversation Week: 19-25
Travelers with Disabilities Week: 11/25-12/2
1: All Saints Day
1: National Authors Day
1: National Family Literacy Day
1: National Men Make Dinner Day
2: National Ttraffic Directors Day
2: Plan Your Epitaph Day
3: Cliché Day
3: Fala Day
3: International Tongue twister Day
3: Sadie Hawkins Day
4: Daylight Savings End
4: National Chicken Lady Day
4: Use your Common Sense Day
4: Zero Tasking Day
6: International Day for Preventing the Exploitation of the Environment in War and Armed Conflict
6: Election Day
6: Saxophone Day
7: National Bittersweet Chocolate with Almonds Day
8: Abet and Aid Punsters Day
8: Cook Something Bold and Pungent Day
8: National Parents as Teachers Day
9: Guiness World Record Day
9: 10: Kristallnacht
9: National Child safety Council
9: Vietnam Veterans Memorial Day
9: 11: National Donor Sabbath Days
10: Area Code Day
10: Marine Corp Birthday
11: Death/Duty Day
11: Veterans  Day
12: Birth of Baha ‘U’ Llah
12: I Need a Patch for that Day
12: World Orphan Day
13: National Young Readers Day
13: World Kindness Day
14: Loosen Up, Lighten Up Day
14: National American Teddy Bear Day
14: National Educational Support Professionals Day
15: America Recycles Day
15: Great American Smokeout
15: I Love to Write Day
15: National Bundt (Pan) Day
16: International Day for Tolerance
17: Homemade Bread Day
17: National Family Volunteer Day
17: Remembrance Day
18: Married to a Scorpio Support Day
18: Mickey Mouse Day
19: Have a Bad Day Day
20: African Industrialization day
20: Name Your PC Day
20: National Adoption Day
20: Universal Children’s Day
21: Pumpkin Pie Day
21: World Hello Day
21: World television Day
21: What Do You Love About America? Day
22: Humane Society Anniversary Day
22: Thanksgiving Day
22: Turkey-Free Thanksgiving Day
23: Black Friday
23: Buy Nothing Day
23: Flossing Day
23: National Salesperson’s Day
23: Sinkie Day
23: You’re Welcome Giving Day
24: D.B. Cooper Day
24: International Aura Awareness Day
25: Alascattalo Day (About Alaska)
25: Blasé Day
25: International Day for the Elimination of Violence Against Women Day
25: Shopping Reminder Day
27: Rockefeller Center Christmas Tree Lighting Day
29: Electronic Greetings Day
29: International Day of Solidarity with the Palestinian People
30: Computer Security Day
30: Stay Home Because You’re Well Day
TwitterFacebookYou Tube
Submit your review
1
2
3
4
5
Submit
     
Cancel

Create your own review

Hot Products

Shop 4imprint's Hottest Products!

Shop Now

Sale Products

Shop 4imprint's Sale Products!

Shop Now

New Products

Shop 4imprint's Newest Products!

Shop Now

Leave a Comment

Your email address will not be published. Required fields are marked *