Wearecdbg
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# WeAreCDBG. Campaign overview. Goal Raise awareness of the importance of CDBG funds to the stability of Boston's neighborhoods. Strategy Mix of communications tools Conventional Social Printed collateral Social media to connect stakeholders: government to community

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# WeAreCDBG

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Wearecdbg

#WeAreCDBG


Campaign overview

Campaign overview

Goal

  • Raise awareness of the importance of CDBG funds to the stability of Boston's neighborhoods.

    Strategy

  • Mix of communications tools

    • Conventional

    • Social

    • Printed collateral

  • Social media to connect stakeholders: government to community

  • Leverage extant resources and relationships

    • Boston Main Streets

    • Women on Main

    • Intergovernmental Relations team to secure principals


Campaign overview1

Campaign overview

Tactics

  • High-profile launch event with media coverage

  • Twitter campaign with hashtags

  • Facebook support of campaign

  • Distribution of printed collateral in Main Streets districts to support campaign

  • Continuation of campaign through Community Development Week


Kickoff

kickoff

Mayor Menino kicked off the effort with a Tweet announcing the kickoff event and a hashtag: #WeAreCDBG.


Live tweeting event

Live-tweeting event


Principal support on twitter

Principal support on twitter

Build momentum with support from:

  • @MayorTomMenino

  • @SenWarren

  • Regional HUDSecBarbara Fields (@bgf0623)


Media coverage

media coverage

Based on press release, Boston Herald wrote

day-of feature story on the event and campaign


Social media momentum

Social media momentum

Business owners

re-tweeted hashtag + photos through the event into the following days.

We asked our Main Streets districts to support the campaign


Facebook support for twitter campaign

Facebook support for Twitter campaign

Created "shareables" for DND Facebook page

Asked other Main Streets businesses to support our efforts by tagging their tweets #WeAreCDBG.


Continued engagement

Continued engagement

Built engagement and momentum by posting event photos + tagging attendees


Printed collateral

Printed collateral

  • Created postcards to distribute at the event

  • Asked Main Streets businesses to distribute

  • Cards asked customers to tweet support for CDBG + its importance


Outcomes

Outcomes

  • Estimate that #WeAreCDGB campaign garnered 168,994 impressions, with more than 150 uses of the hashtag.

  • This is a replicable strategy, which we will roll out again next year to improve our results. 

    To follow us:

  • Twitter:@BostonNeighbor

  • FacebookCity of Boston

    Department of

    Neighborhood Development


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