Improving Communication With Multiple Audiences Through Outreach and Engagements
Providing consistent and clear messages to and engaging with the target audiences
DEPARTMENT OF DEFENSE, MANPOWER AND RESERVE AFFAIRS
The Challenge
Establish an organizational brand and voice to communicate with the military community, DoD civilian personnel, service providers and stakeholders.
The Impact
One strong voice delivered the client’s message to the 2.1 million active and reserve service members and their families, 930,000 DoD civilian personnel, service providers and stakeholders.
The Outcome
Developed and implemented a digital communication strategy boosting brand awareness, information sharing and reach across multiple platforms for an Assistant Secretary of Defense.
Making efficient use of resources, The Bowen Group created and executed a digital communication strategy that provided an avenue for an Assistant Secretary of Defense to communicate information and timely messages across his digital platforms, including People.mil, Facebook and Twitter. Bowen’s use of target-audience research, social media platform and website profiles, best practices and brand identity guidance laid the foundation for advanced and strategic planning. That planning resulted in the consistent delivery of creative and dynamic multimedia content that reflected activities and accomplishments, clear communication of the organization’s key messages and a consistent voice across all digital platforms.
Team Bowen kept the client’s platforms responsive to users and enabled him to leverage opportunities to engage with his target audiences. In the first seven months, The Bowen Group’s comprehensive program management solution increased the number of Facebook fans by 15 percent (from 6,651 fans to 7,667 fans), increased Twitter followers by 590 percent (from 61 followers to 421 followers), grew Facebook post reach by 115 percent and grew Twitter reach by 81 percent. Bowen’s work also received industry recognition, including a Communicator Award of Excellence and two awards from the Hermes Creative Awards Program.