Whattaya want? Determining Community Needs & Values 1
Marketing and Community Engagement in the New World
May 29, 2015
You’re not a mind reader, so how can you determine what your community wants to be and what it values? How do you afford the costly process in these tough economic times? Join the City of Hampton, VA as they tell their story of how the new City Manager lead the way to explore an innovative marketing model that combines creativity, collaboration, and new technology. All of this for under $1,000. Better yet…ANY local government can develop this easily replicable program to take community and engagement to a new level.
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Whattaya want?Determining Community Needs & Values
1
Tammy Flynn
Mary Bunting
Amber Callahan
3
square miles53
4
146,439 5
Hampton, VA
Military
Presence 33%
8
400 years!
The
“ I Value”Story
You’re hired!
$19 Million
None of us is as smart as all of us.
- Ken Blanchard
Key Principles
Leaders
hip
Lead from where YOU sit
18
Have the courage to push your ideas!
19
Have the courage to push your ideas!
20
21
Buy in from the top!
Cre
ativ
ity
23Activate the right side
Perhaps imagination isintelligence having fun.
- George Scialabba
“ “
You loved them as a child, love them again.
Colla
bora
tion
bigger & better together!
Innovatio
n
That’s the way
we’ve always
done it.
New media =New ways of doing old things
It's the new normal...
marketing and engagementis everyone's job
40
Meet them where
they are…
but where are they?
PEOPLE
PARTNERSHIPS
RELATION
SHIPSRE
SOU
RCES
Message
informconverse
feedback
engage
Video
Face to Face
Social Networks
Data Collection & Analysis
Engagement Team
TraditionalMarketing
Leads
Marketing
Facilitation
Engagement Team
Logistics
Community Relationships
Message
input
needs vs. wants
challenging budgetvalues
shape future
PEOPLE
PARTNERSHIPS
RELATION
SHIPSRE
SOU
RCES
Message“I Value”Campaign
informconverse
feedback
engage
Face to Face
Social Networks
Input, Data Collection &
AnalysisTraditionalMarketing
VideoEngagement
Team
Video
ArticulateCity
Intranet
Channel 13
City Website
YouTube
converse
Budget Video Message
PEOPLE
PARTNERSHIPS
RELATION
SHIPSRE
SOU
RCES
Message“I Value”Campaign
informconverse
feedback
engage
Face to Face
Social Networks
Input, Data Collection &
AnalysisTraditionalMarketing
VideoEngagement
Team
TraditionalMarketing
Flyer
Weekly Memos
Drop Boxes
FAQ
Posters
Business Cards
311
CommentCards
converse
Website
City Page
Newsletters
News Releas
e
FlyerDrop
Boxes
Posters
Business card
takeaways
Comment
Cards
TraditionalMarketing
City Page
Newsletters
TraditionalMarketing
Website
hamptonvalues.com
TraditionalMarketing
Weekly Memos
FAQ
311
TraditionalMarketing
News Release & Media
TraditionalMarketing
News Release & Media
TraditionalMarketing
PEOPLE
PARTNERSHIPS
RELATION
SHIPSRE
SOU
RCES
Message“I Value”Campaign
informconverse
feedback
engage
Social Networks
Face to Face
Input, Data Collection &
AnalysisTraditionalMarketing
VideoEngagement
Team
59
Face to Face
Meet & Greet
Organizational Chats
Informal Chats
Staff Chats
Budget Week
converse
Face to
Face
Budget Week
Meet & Greet
Informal Chats
Organizational Chats
Staff Chats
Face to
Face
Organizational Chats Face
to Face
PEOPLE
PARTNERSHIPS
RELATION
SHIPSRE
SOU
RCES
Message“I Value”Campaign
informconverse
feedback
engage
Face to Face
Social Networks
Input, Data Collection &
AnalysisTraditionalMarketing
VideoEngagement
Team
64
HRTownSquare
MeetUp.com
Social Networks
Live Online Chats
Blogs
WordPress
engage
FacebookSocial Networks
FacebookSocial Networks
FacebookSocial Networks
Live Online Chats
Social Networks
Live Online Chats
Social Networks
Social Networks
Social Networks
PEOPLE
PARTNERSHIPS
RELATION
SHIPSRE
SOU
RCES
Message“I Value”Campaign
informconverse
feedback
engage
Face to Face
Social Networks
Input, Data Collection &
AnalysisTraditionalMarketing
VideoEngagement
Team
Input, Data Collection &
AnalysisComment
Cards
Budget Survey
“I Value” Survey
StaffSurvey
FAQ
311 Survey
feedback
Input, Data Collection &
Analysis
Comment
Cards
Meeting Comments
311 Survey
Resu
lts
30+methods of communication
50%two-way communication
2 million positive impressions
Public meeting attendance + 2,000%
$???
$860
And there’s more…
and more…
Message“I Value”Campaign
informconverse
feedback
engage
Video
Face to Face
Social Networks
Marketing
LOGISTICS SPEAKERS
PEOPLE
PARTNERSHIPS
RELATION
SHIPSRE
SOU
RCES
Facilitation
Input, Data Collection &
Analysis
Engagement Team
TraditionalMarketing
ArticulateCity
Intranet
Flyer
Weekly Memos
Drop Boxes
Website
311
FAQ
Posters
Business card
takeaways
Meet & Greet
Organizational Chats
Live Chats (2)
Blog
HRTownSquare
WordPress
MeetUp.com
Channel 13
City Website
YouTube
Informal Chats
Staff Chats
Budget Week
Comment Cards
Budget Survey
“I Value” Survey
StaffSurvey
FAQ
311 Survey
City Page
Newsletters
News Release
Comment Cards
input obtained & used to shape
decisions
approved budget without contentious
controversies
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