Digital Experience Strategy

Challenge

The City of Denver was seeking to connect with its residents more effectively through digital channels, but with so much information to share, the challenge was real. How do you reach and inform a diverse city with messages that matter? The answer: get smart about digital communication. By strategically matching the right content with the right people on the right platforms, the Denver team set out to transform how the city engages with its community online.

Our Approach

To better understand the city government landscape and best practices, GFM|CenterTable performed a robust audit of digital communications of other similarly sized cities across the U.S., including Boston, Miami and Seattle. We also conducted a survey among residents of these cities and Denver to understand how, when and why residents connect with their municipalities online. Next, the team took a deep dive and reviewed Denver’s digital channels, including social media, website and email newsletters. We analyzed these channels with consideration to platform best practices, accessibility standards, lessons learned from our audit of other cities and how well it was achieving the content goals of the city. These findings were analyzed and packaged into a Digital Experience Strategy that included: 

• Digital resident personas that were informed by the city’s distinct audiences and their various goals and needs when interacting with the city on digital channels. 
• Content strategy that strategically aligned with the content themes the city needed to communicate. 
• Channel strategy including our Platform POV™ that identified what to post and how to post it on each channel for the highest chance of success in reaching the desired audience(s).