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Marketing & Advertising

Marketing is a general term used to describe all the various activities involved in transferring goods and services from producers to consumers. Community Information & Outreach established products and processes to reach target audiences.

To request help from Community Information & Outreach in designing your campaign, you will start by completing a Client Intake Questionnaire. We use the responses to assess your actual needs and assemble a team with the right skills to achieve your outcomes.

Advertising

Community Information & Outreach's Advertising division offers a wide arrangement of services including:

  • consultation
  • media planning
  • rate negotiation
  • graphic design
  • ad placement

Interested departments must submit all advertising requests through the Advertising Job Tracker located online at: http://olstrac/trac/advertising/newticket.

For more information, please review the County's Advertising policy.

Community Information & Outreach is also dedicated to promoting web page alternatives for the traditional placement of legal ads in print media. This not only offers a free and convenient alternative for our residents to view legal notices, but also further supports the Miami-Dade County's commitment to go paperless. For more information on how to post your legal notices online, please visit  E-net.

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Branding


The use of a uniform count ywide brand helps to increase the public's awareness of the wide variety of services offered by Miami-Dade County. While branding is more than a logo, branding County services with a consistent identifier increase public awareness of what we do, builds confidence in County government and, ultimately, increases support for County services and programs. Branding policies are designed to help County departments implement the county wide branding strategy, and provide a resource point for the graphics and standards to be used.

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Enterprise Editorial Calendar

The Enterprise Editorial Calendar (EEC) guides and unifies marketing efforts across the enterprise. There is a multitude of marketing initiatives, developed by different County agencies, and Community Information & Outreach focuses on incorporating them into and managing a consolidated timeline for purposes of improved messaging alignment, but also for better marketing resource utilization. The ultimate goal of our global marketing calendar is to systematically plan out marketing events and thus increase awareness of the County's brand through print and various media channels as well as County owned information channels, such as the portal, 311 and Miami-Dade TV.

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eNewsletters

Since email use has become more commonplace, and due to advances in content and e-mail automation, e-newsletters have become a communications vehicle of choice. Today, Community Information & Outreach's portfolio of electronic publications consists of the following:

  • e-News (general audiences)
  • “Explore” Recreation & Culture Newsletter
  • G2B (business audiences)
  • Greenology
  • The Scoop (general audiences)
  • What's New (Employees)

Community Information & Outreach will continue to automate and personalize the publication of its electronic newsletters, but now add customization based on user location and topic preferences, with tie-ins to account information such as water and tax bills. Our approach is to also decentralize the production of newsletters by enabling other departments to self-publish and deploy with limited auditing for messaging and branding policy compliance.

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Graphics Design

The Creative Design Section of Community Information & Outreach provides comprehensive graphic design services from concept to finished product. This includes invitation and program designs for special events, newsletters, ads for publications, ceremonial checks (up to 20" x 40"), cover designs for reports, chart enlargements (up to 30" x 40"), and flyers. Photographs and posters can also be mounted on foam core for displays. To allow adequate time for printing and mailing invitations, requests should be made at least three (3) weeks in advance. On average, design projects are completed within three working days. Complex design projects can require a 10-working-day turnaround. Departments are required to provide an index code to cover the costs of materials and printing.

Community Information & Outreach staff is equipped to work in Windows and will accept projects that have been initiated in most word processing or graphics programs. It is the department’s responsibility to provide materials in accessible format when requested. Text files are usable as accessible materials for some people with screen readers. If Braille is requested, the Office of ADA Coordination will need to be provided with a text file to convert for you. Make sure that any text files used in the preparation of any documents are kept in file by the department for such later use.

Departments are required to submit all graphic requests online using the Graphics Job Tracker located at: Graphics Job Tracker. For more information, including cost estimates, or to set up an appointment with a Graphics Designer, please email GIC-CSS@miamidade.gov.

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Social Media


Community Information & Outreach first ventured into social media in 2008 with the launch of the miamidade.gov Facebook group and the Miami-Dade TV channel on YouTube. We later developed a MySpace page to recruit poll workers for the 2008 primary and presidential elections. The miamidade.gov Facebook group later spawned a Miami-Dade County page that was launched in January 2009. Then a Twitter account followed… We had contracted the viral virus.

These three social media channels work in concert to create increased exposure to the County's news, events and activities in the community. For example, Twitter fans are periodically asked to visit Facebook pages for expanded content or to comment.

Community Information & Outreach is focused on growing its base of portal members, Twitter fans and Facebook friends. And we will continue to increase the reach of social media channels by pursuing reciprocal relationships with like-minded organizations, and inviting the public to identify and report service issues in real time.

Community Information & Outreach will champion acceptance of consumer-generated media as a viable means to influence opinions and raise awareness at the executive level of the enterprise by developing a rational framework for citizen engagement. For this purpose it will continue to develop policy and best practices for the use of social media. This will include publishing guidelines, scheduling workshops, providing consultation, technical assistance and more.

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Translation Services

County departments may request Spanish and Haitian Creole language translations of press releases and other public information materials from our federal and state certified in-house translators. A one-week or more lead time is recommended for in-house translations.

An outside contractor provides translation services for other languages, or when in-house translators and interpreters are unavailable. At least two weeks lead time is recommended for service provided by our outside contractor(s).

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Viral Marketing

Community Information & Outreach currently utilizes several viral "widgets" that support viral marketing: RSS feeds for widespread distribution across many different platforms, a "Share" button to over 50 major social networks embedded on each miamidade.gov page and in video content, an "Email this page" feature, and "badges" on the main miamidade.gov page that highlight our social media presence.

Our strategy for viral marketing revolves around designing provocative creative content that stimulates discussion and sharing. Humor, colloquial speech and eye-catching visuals will all play a role. We must also encourage storytelling among County departments. Testimonials and other real-life situations strike an important emotional chord with our audiences.

Viral marketing is also a perfect solution in times of budgetary reductions. It is a zero-cost method of spreading our message and growing our network of followers and portal subscribers.

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Page Last Edited: Mon Nov 18, 2013 10:17:11 AM
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