eGovernment is only successful if the convenient online services are used by citizens and businesses. Getting the word out is important. This is where NIC helps. Typically, NIC incurs all of the costs to develop, implement, and manage the marketing campaigns, which include tactics such as traditional advertising, social media campaigns, and public relations events that help drive awareness of eGovernment services and ultimately increase the number of online transactions.
Two portals in particular, Texas and Colorado, are helping their respective motor vehicle agencies increase online drivers’ licenses and vehicle registration renewals.
Texas Online Renewals: The Fastest Way to Renew and Relax
In Texas, the Department of Public Safety and the Division of Motor Vehicle determined that the greatest efficiencies could come from increasing online adoption of each agency‘s most common service – driver license renewal and vehicle registration renewal, respectively. Each year, more than 13.4 million Texans renew their driver’s license and more than 21.9 million vehicles are registered in the state.
Since 2010, NIC’s Texas team has developed and managed a comprehensive public awareness campaign to drive online adoption of these two services. Campaign tactics included a specialized campaign landing page, online and interactive TV advertising, broadcast TV advertising, public relations events, media relations, public service announcements, and social media.
Every year, the campaign taglines are crafted to portray the Texas.gov brand’s ‘smart with a smile’ approach of instilling confidence in online government services while keeping the message light-hearted and memorable. In 2013, the tagline was “the fastest way to renew and relax,” implying that Texas.gov is a simple, quick way to take care of government business. This message was included across all advertising and PR mediums.
Colorado: Meet Guy Vroom
In Colorado, the Division of Motor Vehicles not only wanted to increase online adoption of driver’s license renewals, they also needed a way to increase the number of Colorado drivers who registered to become an organ donor. With limited funds, office banners were the only way they were able to promote online renewals in the past.