Define Marketing Objectives for 311 Data project

[chiusano]

Overview

In order to help you market 311 Data project, we need to collect the following information:

Action Items

• Identify the answers to each of these questions for your project putting your notes in the comments and checking off the boxes as you go:
  • Mission
  • Marketing Objective (KPI)
  • Primary Target Audience
  • Secondary Audience
  • Location (of Target Audience)
  • Timeline
  • Key Events
  • Budget
  • Gifted Media (Digital, TV, OOH, etc.) - free media or partner website with significant levels of traffic
  • Potential Business Partners
  • Potential Spokespeople
  • Free Press Opportunities
  • Key Outreach Platforms
  • Links to Digital Assets/Graphics
  • Other Important Information

Resources

[cottonchristopher]

Mission:
To empower local residents and Neighborhood Councils to make informed decisions about how to improve their communities using an easy-to-use application, Hack For LA partnered with EmpowerLA to create the 311 Data project.

• 311 Data makes navigating the wealth of 311 data easier using an open-source application built and maintained by volunteers throughout our community.
• To that end, 311 Data primarily provides two types of visualisation:
  An interactive map showing where different types of 311 requests are being submitted
  Dashboards that show what types of requests are being made, how quickly they're being resolved, how different councils compare, and more
• https://docs.google.com/document/d/1aQqAn_OOBZhpyHZcAklTqgdH8SDWAMmDep12v64k324/edit?tab=t.0

Marketing Objectives (KPI)
-Key Success Metrics

1. Acquisition
   • Unique visitors per month
     Growth in number of unique visitors per month
   • Sessions per month
     Growth in session time per month
2. Engagement
   • Searches
   • Clicks on site
3. Retention
   a. Pages per session
   b. Time onsite
   c. Session length
   d. Monthly minutes on site
   e. Daily, weekly and monthly active usage
   f. Churn
   g. Bounce rate
   h. Exit rate
4. Customer Satisfaction
   • Percent of users that rate the site
   • Returning users

• https://docs.google.com/document/d/17vZERI8yG5D4Ze2_VtZDywHO-qwyUhHPwZoY92PUoEY/edit?tab=t.0#heading=h.6ev2ivjn4h67

Key Success Metrics

• Growth in number of unique visitors per month [% of LA City Households~500k ]
• Growth in number of signups
• Growth in repeat visitors
• Growth in shares
• https://docs.google.com/document/d/1vVyRVfe9PIkDMPREp_3IFONZWrpgtl5NeqGpm3ldTOY/edit?tab=t.0#heading=h.6ev2ivjn4h67

Target audience:

• local residents and Neighborhood Councils
• Neighborhood Council (NC) members (elected to a NC - 2 year term)
• As a Neighborhood Council member, I want to have credible data backing my policy proposals so that I can advocate for appropriate budgeting on key issues.
• Volunteers who participate in monthly NC meetings
• https://docs.google.com/document/d/17vZERI8yG5D4Ze2_VtZDywHO-qwyUhHPwZoY92PUoEY/edit?tab=t.0

Secondary Audience: (?)

• Journalist Persona: As a journalist, I want to have credible and visually stimulating data so that I can tell a story to readers that captures their attention.
• https://docs.google.com/document/d/17vZERI8yG5D4Ze2_VtZDywHO-qwyUhHPwZoY92PUoEY/edit?tab=t.0

Location:
LA city: NC's and city (neighborhoods)

• https://docs.google.com/document/d/1aQqAn_OOBZhpyHZcAklTqgdH8SDWAMmDep12v64k324/edit?tab=t.0

Partners:

• EmpowerLA
• https://docs.google.com/document/d/1aQqAn_OOBZhpyHZcAklTqgdH8SDWAMmDep12v64k324/edit?tab=t.0

Gifted Media:

• Integrate with social media - next door / facebook - city websites / activist groups
• https://docs.google.com/document/d/1vVyRVfe9PIkDMPREp_3IFONZWrpgtl5NeqGpm3ldTOY/edit?tab=t.0