SOCIAL MEDIA • EMAIL MARKETING • PERFORMANCE TRACKING
As a small but active suburb just outside of Kansas City, the City of Roeland Park needed a dedicated, in-house public information officer to effectively communicate City events and initiatives to residents. However, Roeland Park lacked the budget to hire an additional employee to handle the City’s communication needs.
Sturges Word created and implemented a strategic plan to enable it to fulfil the PIO role within Roeland Park’s budget. As part of the plan, Sturges Word updated the City’s communication channels and protocols by:
- Creating a new email template and schedule to streamline email content and reduce the amount of emails residents received to create a higher level of engagement.
- Developing an organized social calendar with an appropriate mix of news and feel-good content to humanize local government and encourage engagement.
- Deploying a strategic use of paid social advertising to grow social followers, impressions and engagement.