Book A Government Marketing Demo With Our Team
In the discovery calls, we discuss reaching a specific population or geography, CPM & pricing for public sector campaigns, how we report reach and outcomes for public accountability, and how we work through procurement and RFP processes.
Public Sector Campaigns We’ve Delivered
Government campaigns are judged differently from commercial ones. The question is usually whether a specific population was actually reached, and whether the spend can be defended to a board, a council or an auditor. Every figure below comes from work delivered for a public entity.
You’d Be In Great Hands. These Clients Are
Government & Municipalities Need Digital Solutions As Well
In an age where connecting with constituents in more efficient ways is vital, digital advertising has become a powerful tool for state departments, local departments, agencies and municipalities who need to communicate with the public. Some of the solutions we deploy for government include:
- Facebook & Instagram Advertising
- Pay Per Click Advertising
- Programmatic Display
- Geofencing Marketing
- Addressable Geofencing
- OTT & Connected TV
Public entities we have delivered campaigns for include state and county public health institutions, government airport authorities, state commissions, municipal departments and public awareness initiatives. Traditional channels like TV and direct mail still have a role, and our work is usually designed to layer on top of them rather than replace them.
Reaching A Specific Population, Not A Broad Audience
Most public sector briefs are not about reach in general. They are about reaching a defined community, often one that is underserved and hard to reach through mainstream channels. Location and household targeting make that possible:
- Household level outreach – addressable geofencing targets specific residential addresses rather than a broad radius, which is how one public health campaign reached over 300,000 residents in a defined demographic.
- Community locations – fence clinics, community centres, libraries, recreation centres, transit hubs and supermarkets where the population you need to reach actually gathers.
- Events & public meetings – reach attendees of a town hall, health fair or public consultation for up to 30 days afterwards.
- Facility attribution – measure how many people served the campaign later visited a clinic, testing site, airport or public facility.
We do not fence sensitive locations. Places of worship, healthcare facilities, addiction treatment centres and schools stay off the target list. Many demand-side platforms prohibit it outright, and for a public entity the reputational risk is not worth the incremental reach.
Solutions Custom Tailored To Government Agencies
Be Found When The Public Searches For Your Service
Residents search for programs, eligibility, deadlines and locations. Paid search puts the agency at the top of those results rather than a third-party site with outdated information. Common uses:
- Program enrollment and eligibility information
- Public health guidance, testing and vaccination locations
- Deadlines, filings and renewal periods
- Public meetings, consultations and comment periods
- Recruitment for open agency positions
Reach The Public Where They Already Are
Programmatic display and keyword contextual targeting place agency messaging alongside content relevant to the issue, and follow those same people across the web. For awareness campaigns with a fixed window, such as an enrollment period or a public health push, this provides the frequency that a single channel cannot.
Make Agency Information Findable
Public sector websites are often difficult to search and structured around departments rather than what residents actually look for. Our SEO work restructures content around real search behaviour, fixes technical issues that keep pages out of the index, and improves the chance that residents find official information rather than an unofficial source.
Targeted Outreach To Defined Communities
Paid social reaches residents by geography, demographics and interests, which makes it effective for outreach aimed at a specific community. One public health campaign we ran delivered 2.9 million Facebook and Instagram impressions that drove over 8,000 visits to the campaign landing page. Learn more about our social advertising solutions.
Reporting You Can Put In Front Of A Board
Public money requires defensible reporting. Our analytics dashboard reports impressions, reach, engagement and, where relevant, tracked visits to a physical facility, across every channel in one place and available at any time rather than in a monthly PDF.
One government airport authority campaign curated an audience of over 30,000 qualified household and business parcels — and tracked 697 of those people arriving at the airport.
Key Geo-Fencing Benefits
- No IT requirements needed from the agency
- As long as location services on a resident’s mobile device are turned on, ads can be served to that device
- 90% of individuals typically have location services turned on
- Does not require any physical beacons or hardware
- Target location visitors or event attendees for 1 day – 30 days
- Serve ads across the 600,000 apps we have access to as well as in browser
- Granular localization via custom shapes & sizes, down to a building footprint
- Household level targeting against address lists at up to a 90% match rate
Digital Execution Process For Government Agencies
1
Discovery
We define the population you need to reach, the geography, the campaign window, and what success will be measured against when the programme is reported.
2
Creative Development
What will you say when you show up? Here we take your messaging and build ads around it, including any disclaimer or approval variants your communications office requires.
3
Audience & Fencing
We build the audience from address lists, demographics or physical locations, then draw conversion zones around clinics, offices or facilities where attendance should be measured.
4
Analytics/Reporting
All channels are pulled into one dashboard with reporting suitable for board, council or grant reporting requirements rather than internal use only.
5
Optimizations
After running the campaign for 1 – 2 weeks, we start our optimization process with split testing ads, changing targeting parameters, and checking cost per outcome against goals.
Frequently Asked Questions About Government Marketing
What kinds of public entities do you work with?
State and county public health institutions, government airport authorities, state commissions, municipal departments and public awareness initiatives. The work is usually outreach to a defined population rather than commercial marketing, which changes both the targeting and the reporting.
Do you respond to RFPs and work through procurement?
Yes. A significant share of our public sector work comes through formal solicitations, and we have a dedicated team that handles RFP responses for higher education, public health, government and tourism entities. We are comfortable with the documentation, compliance and participation requirements that come with public contracting.
How do you reach a specific community rather than the general public?
Through household level targeting rather than broad geography. Addressable geofencing matches a supplied or curated address list against plat line data and serves ads to devices at those addresses. One public health campaign used this approach to reach over 300,000 Alabama residents in a specific demographic.
Are there locations you will not target?
Yes. We do not fence places of worship, healthcare facilities, addiction treatment centres or schools. Many demand-side platforms prohibit it, and for a public entity the reputational exposure outweighs any incremental reach. Where those communities need to be reached, we use household addressable targeting or civic venues instead.
Can you prove the campaign reached the intended population?
Reporting shows delivery by geography and audience segment, so you can demonstrate where impressions actually landed. Where a physical facility is involved, conversion zone tracking counts how many people served the campaign later visited, which is a far stronger outcome measure than impressions alone.
Is this appropriate for public health and awareness campaigns?
It is one of the strongest applications. Awareness campaigns need frequency against a defined population within a fixed window, which is exactly what addressable targeting and programmatic delivery provide. Campaigns can be concentrated on the communities with the greatest need rather than spread evenly across a state.
What about resident privacy?
Campaigns target addresses and devices rather than named individuals. Lists are matched and scrubbed of personally identifiable information before targeting, and reporting comes back at aggregate and ZIP+4 level rather than person level.
Can you support tourism and economic development mandates?
Yes. We have run tourism campaigns for both an international government airport authority and a regional airport, targeting travellers in origin markets and measuring arrivals. The airport authority campaign tracked 697 visits from people who had been served the advertising.
Do you also work with political campaigns?
We do, but that is separate work with different requirements. Government agency outreach is non-partisan public communication, and we keep the two engagements distinct. If you are looking for campaign advertising rather than agency communications, see our political and advocacy page.
If you are a government agency, public health institution, authority or municipality that needs to reach a specific population and report on it defensibly, please contact our team.
Public spend has to be defensible.
We report where the impressions actually landed, which communities were reached, and where possible how many people showed up at a clinic, facility or airport as a result.
We work through formal procurement and respond to RFPs from public health, government, higher education and tourism entities.
Fill out the contact form or call us at 1 (877) 776-7358.