TBG & ICMA
ICMA, the International City/County Management Association, is the professional association that advocates for the little known role of city administrators—those that fill the role of leader for cities that are too small to have a mayor. They also advocate more generally for the managers of local governments worldwide. In order to increase the visibility of the city administrator role, and to gather stories about the impact of the role on communities, ICMA worked with TBG (The Berndt Group), a leading developer of digital communications for professional associations, to develop a multi-channel campaign under the banner “Life, Well Run.” The campaign had components that spanned channels of:
- A website
- Social Media
- Socially contributed content
- Geographically focused web content
- Search Engine Marketing (SEM)
TBG worked with ICMA to develop a strategy for the campaign that in turn drove the development of imagery, narratives, and various types of user engagement spanning multiple coordinated channels. Rolled out simultaneously as a website with geographical sub-sites and as an embedded Facebook module, the “Life, Well Run” campaign simultaneously provides a strong marketing piece for the impact of city administrators and also a way for those administrators and others to tell the stories of their impact. TBG built the website using WordPress, a common Open Source CMS; the site featured custom development for a unique, content managed, beautifully designed national map feature.
In combination with email, these two platforms represent a hub for social and Web interaction around this decentralized, geographically localized campaign. As always with multi-channel strategies, there were significant challenges in selecting the right channel tools for various parts of the campaign, aligning analytics, repurposing content, and creating a uniform brand and experience across multiple channels. The campaign has been successful and generated considerable visibility and cross discussion for city administrators and is still easily managed by a small Web team.