The Bridge Handbook to Government Marketing

Government agencies at the local, state and national level are increasingly adopting social media platforms and data-driven solutions into their marketing strategy to better reach and impact their audiences.

Government marketing goals that benefit most from these services include:

• Brand awareness
• Federal agency recruitment services
• Constituent outreach and engagement
• Political campaigns

Bridge’s Government Marketing Services

Utilizing valuable consumer data can help government agencies find new, innovative ways to learn more about what citizens want and how to deliver valuable messages to them.

We’ve provided the three main ways Bridge helps support state and federal agencies to help share their mission and achieve their goals.

1. Audience Analysis

By combining offline, online, and mobile data, Bridge identifies the right custom audience to fit each government agency’s unique marketing goals. We build comprehensive target audiences based on various characteristics including age, demographics, occupation, political affiliation, and more.

For example, Bridge helped the Army National Guard identify the ideal constituents for recruiting services. The target audience included high school students, recent high school graduates, college students, influencers (teachers, counselors, parents), and prior service members.

Target audiences can also become more granular for state-level campaigns. For example, we identified a target audience for the U.S. Air Force that encompassed young adults who were ages 18-25, California residents, with veterans present in their household and/or currently active in the military.

Based on your unique needs, whether it’s at the state or national level, Bridge can help build the right group of individuals for your campaign.

2. Media Delivery

Once a target audience is identified, Bridge links your audience to individual mobile device IDs so we can deliver optimized multi-channel campaigns – reaching the right constituents across every channel for maximum engagement.

We serve relevant ads to target audiences where they are most likely to respond across desktop, video, email, social, and mobile platforms.

By reaching the right people, in the right place, at the right time, Bridge helps marketing agencies to inspire and influence audiences through digital marketing strategies.

3. Advanced Attribution

Bridge ensures that our attribution solutions track every step of the campaign – from the first click, all the way to conversion. By accurately tracking what works and what doesn’t, government agencies can find the most cost-effective way to connect with key constituents.

Some of our key tools include: Audience Analysis (which breaks down who engaged most with your ads), Cross-Device Tracking (which tracks which channel was most successful in creating clicks and conversions), as well as Foot-Traffic Attribution (which is specifically to measure who saw an ad and then visited a physical retail location).

With powerful attribution tools, Bridge ensures that marketing dollars are generating real results for their specific KPI goals.

Key Benefits

Government agencies can see various benefits from incorporating digital marketing solutions into their marketing strategy. Some of the key values of working with Bridge specifically include:

• Small Business Status – Working with Bridge fulfills your small business requirement and adding a unique value to a government agency’s overall marketing strategy.
• Hyper-Local Targeting – With our rich database of audiences, we help organizations reach the right people, whether locally or nationally – in the right place, at the right time.
• Personalized Marketing Campaigns – By linking our digital campaigns to real, verified individuals, we deliver relevant, personalized ads to people based on their unique interests, lifestyle, and media preferences.

Working with an expert digital marketing agency can help enhance your overall government marketing strategy, as well as ensure that you’re reaching the right people, in the right place, at the right time.

To discover more about our federal contract vehicles and government agency clients, download our free Handbook to Government Marketing.

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