We put a lot of focus on B2B, B2C, and even B2G marketing communication. All manner of material has been written to tell you how to reach consumer markets. But, how does your marketing strategy change when you aren’t selling a product? What type of marketing communication works best when a government agency needs to inform the public or reach out to businesses? How can you influence public opinion using direct mail?
Marketing communication, or Marcom, is the targeted interaction between a business entity and its customers or prospects. Effective marketing campaigns often use different forms of media. Direct mail, alone or in conjunction with another channel, is one way of conducting such a campaign. It is ideal for government campaigns that need to disseminate information to a large number of people. After all, for a government campaign to be truly successful, it must first have an effect. That effect only takes place with an effective outreach.
Successful Marketing Communication
The goal of any government marketing communication is the same as all other campaigns. First, you want to engage your prospect, and then you want them follow-through with the desired response. The primary vehicle for this is information. You must keep the public informed if you want to promote your initiative.
Set your priorities so that everyone in your organization understands your objectives. Then find the appropriate audience. You want to reach the people who will impact your program the most.
The information you need to share depends on your objective. Mail Manager can help you put together the perfect direct mailing to facilitate your outreach.
“We highly treasure our relationships with our government clients, and we are proactively striving to grow and expand our services to government agencies, Contractors, and Specialists, key decision-makers, and stakeholders.” – Larry Chasson, Mail Manager
Measuring Campaign Success
For businesses, success is often measured by obtaining a certain number of leads, or an increase in sales. For government education programs, success is often harder to measure. Mail Manager has the ability to track delivery and receipt of your marketing communication. We provide you with real-time dashboard access and fulfillment reports so you track the delivery of your material. If you included a call-to-action or a response card with your mailing, we also track those response rates.
If you are a government agency wanting to conduct a public education program, call us today. Let our experts show you how to craft the perfect marketing communication strategy to reach the most people and achieve your desired results.