This webinar teaches the secrets & tricks that the MI DNR used to achieve their amazing success. Christine Schwerin, Marketing Account Manager with MI DNR, will share with you her department’s digital communications strategies and implementation of key tools, such as multichannel distribution and social media, to dramatically increase their communications reach and achieve mission goals.

1. Government Communications Success:
Michigan Dept. of Natural Resources
February 12, 2013
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2. 2013 Digital Communications Tour
Find out where we’re
going next:
http://bit.ly/GDTour2013
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3. Presenter: Christine Schwerin
Marketing Account Manager
Michigan Department of Natural Resources
Tweet comments to @GovDelivery or #GovD13
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4. GovDelivery
Communicating with the public and the media
Christine Schwerin, Michigan DNR

5. Implementation
•Michigan DNR added
GovDelivery in Feb. 2012
•Uploaded about 239,000 email
addresses from previous email
system
•Began with 15 topics
•First major agency within State
of Michigan government to
implement
www.michigan.gov/dnr

6. Growing Pains
• Training & supporting 40+ people
• Template coordination and branding
• Revising press release approval process
• Philosophy of use
• Developing message schedules
• Data analysis
• Topic organization (by interest or division?)
www.michigan.gov/dnr

7. Old vs. New
www.michigan.gov/dnr

8. Press releases and newsletters
www.michigan.gov/dnr

9. Subscriptions by the numbers
www.michigan.gov/dnr

10. Increasing subscriptions
• Red envelope everywhere (homepage, key web pages,
calendar items, Facebook, Twitter)
• Points of purchase (license buying web page, camping
reservation page)
• Handouts at public meetings
• Partnerships with sporting goods stores
www.michigan.gov/dnr

11. Facebook
www.michigan.gov/dnr

12. Twitter
www.michigan.gov/dnr

13. Red envelope on calendar events
www.michigan.gov/dnr

14. Red envelope on e-license page
www.michigan.gov/dnr

15. Handouts at public meetings
www.michigan.gov/dnr

16. Digital ad partnerships
www.michigan.gov/dnr

17. Printed publications
www.michigan.gov/dnr

18. How are we doing so far?
•Started with 239,000 subscriptions in February, 2012
•As of Jan. 1, 2013 we have about 1 million subscriptions
• Avg. 22% open rate
•98% delivery rate
•Have sent over 600 press releases to statewide and/or filtered lists
•Currently offer 47 different topics
www.michigan.gov/dnr

19. Is it working?
Satisfaction survey during month of August
revealed:
– 95% feel the emails provide valuable information
– Of the 2,026 people who took the survey:
• 771 reported buying a hunting license as a result of receiving emails
• 502 reported buying a fishing license as a result of receiving emails
• 276 reported buying a Recreation Passport as a result of receiving
emails
• 821 reported sharing DNR email with a friend or through social
media
www.michigan.gov/dnr

20. Next steps
• Promotional cards at exhibit booths, field sites across the state
• Partnerships with stakeholder groups
• We noticed you signed up for “x” you might also be interested in “y”
• Creating a message calendar for each topic (not just major topics)
• Sign up information on printed publications (fishing guide, hunting
guide)
• Conversion tracking
• Red envelope on Camping Reservation System website
• Red envelope on LiveStream public meetings
www.michigan.gov/dnr

21. Questions?
Christine Schwerin
schwerinc@michigan.gov
517-335-7792
www.michigan.gov/dnr