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Marketing & Advertising

Marketing is a general term used to describe the various activities involved in transferring goods and services from producers to consumers. Communications has established products and processes to help departments reach target audiences and achieve their communications goals.

 

Advertising

Communications' Engagement and Client Services section offers a wide range of marketing and communications services to County departments including:

  • market research
  • campaign management
  • media buying
  • ad placements
  • Community Periodicals Program management

It is the policy of the Office of the Mayor that advertising for County departments be administered by Communications. This ensures that advertising dollars are leveraged optimally through volume media buys. Departments may not buy advertising directly unless they are among those that are exempt. Read more about the County's Advertising Policy.

To initiate either a paid or unpaid campaign to promote an event, program, service or initiative, complete our Project Intake Form. For all other advertising requests, including legal or courtesy advertisements, please submit your request online. If you are not sure how to promote your item, email the Engagement and Client Services Manager.

Communications is 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 reduce paper. For more information on how to post your legal notices online, please visit  E-net.

Ad Sales

If you can help us amplify County messages and reach our target audiences at a great value, please email our Engagement and Client Services Manager. Due to the high volume of sales calls we receive, it may take up to one week for us to respond. Your patience is appreciated.

 

 
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Creative and Branding Services

The Creative and Branding Services section of Communications provides comprehensive graphic design and branding services from start to finish. Items include:

  • invitation and program designs for special events
  • newsletters
  • ads for publications
  • ceremonial checks (up to 20" x 40")
  • report cover designs
  • chart enlargements (up to 30" x 40")
  • flyers
  • online ad design, and more

Creative and Branding Services can also mount photographs and posters on foam core for displays. To allow adequate time for printing and mailing invitations, make your request 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.

Communications 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.

The use of a uniform countywide 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. For branding questions, email the Graphics Manager.

For more information, including cost estimates, or to set up an appointment with a Graphic Designer, please email the Graphics Manager.

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Enterprise Editorial Calendar

The Enterprise Editorial Calendar (EEC) guides and unifies marketing efforts across the enterprise by providing a bird's eye view of communications activities across the enterprise. County agencies are continuously developing marketing initiatives to promote public awareness of services. Communications focuses on incorporating them into and managing a consolidated timeline to improve message alignment, and also to utilize our resources more efficiently.

The main purpose of this global calendar is to strategically plan marketing activity and thus increase awareness of the County brand through various advertising channels as well as through County owned channels like the web portal, 311 and Miami-Dade TV. Additionally, it creates transparency in the County communications enabling departments to discover opportunities to partner with one another. Finally, Communications uses this information to identify activities that could benefit from value-added advertising the organization receives through volume media buys.

 
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eNewsletters

County departments are encouraged to utilize newsletters produced by Communications to promote their activities to various audiences. Our portfolio of electronic publications includes:

  • Miami-Dade County Weekly News (general audiences by subscription)
  • What's New (employees)
  • Pay Day Message (employees)

Communications will continue to automate and personalize the publication of its electronic newsletters, but will 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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Social Media

Along with Facebook and Twitter, Miami-Dade County departments are using Instagram, NextDoor and LinkedIn to communicate with audiences of all backgrounds and interests. Visit our Social Media Center for a complete listing of the County's social networks.

Communications develops policy and best practices for the use of social media for County departments including creating and updating publishing guidelines, scheduling workshops, providing consultation and technical assistance, and more. For questions on social media, email the Social Media Coordinator.

 
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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 outside contractors.

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Viral Marketing

Communications currently utilizes several "widgets" that support the sharing of our content: 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.

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Page Last Edited: Thu Apr 13, 2017 11:44:43 AM
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