FEATURED CAMPAIGNS
Ann Williams: Concept, Design & Art Direction, Content
Creating successful campaigns for city services represents a critical yet largely untapped segment of business that will grow significantly in the future.
Conventional thinking kept municipalities from reaching out to their public in creative, easy to understand ways;rather, information on city services and programs was often communicated in dry, institutional language in hard to find places.
Denver Public Works realizes that transparency and accessibility are necessary when communicating with our citizens, and we treat our services and programs like the private sector does: we create focused, branded efforts that will resonate with the community and will reach the community through a variety of venues.
Each campaign has a defined goal, strategy, call to action, message, outreach method and purposeful partnership.
FEATURED CAMPAIGNS
Street Sweeping
"Show Your Pride, Move Your Ride"
Green Sweeper Photo Album
GOAL: Remind Denver residents to move their vehicles on their street sweeping day.
STRATEGY: Extreme make-over transforming one retired sweeper and two active sweepers into moving billboards for street sweeping and water quality through wraps featuring colorful images and messaging.
CALL TO ACTION: The campaign directs residents to visit www.KeepitcleanDenver.org, where they can sign up for a free “eminder” - an email reminder to move your vehicle on your sweeping day.
MESSAGE: "Show Your Pride, Move Your Ride" - remember to move your vehicle on your sweeping day.
OUTREACH: The fully-wrapped sweeper makes appearances at large public events such as Civic Center EATS, Movies in the Park and the Five Points Jazz Festival, accompanied by the "Green Sweeper Team" who engage passersby and distribute action cards with info on sweeping, parking and instructions about how to sign up for the free e-minders.
PARTNERSHIP: The action cards have a special coupon for one free McDonald's McCafe; McDonald's offset the cost of printing the cards.
Graffiti Removal
"TAG. YOU’RE IT. - Keeping Denver Graffiti-free starts with you. Here’s how."
Click here to view the "TAG." brochure:/media/AA/AQ/annwilliams-net/downloads/153133/Brochure_w_Kwal_Ad_-hi_res_D.pdf
GOAL: To educate Denver residents about graffiti vandalism.
STRATEGY: A new look created through a fresh brand and image for graffiti removal featuring an edgy logo and the established "Brush Off" tagline presented in an informational brochure about graffiti removal and prevention in an eye-catching, easy-to-understand format.
CALL TO ACTION: Take part in a signature community graffiti removal event, use free supplies from Public Works to remove graffiti from your neighborhood and take steps to protect your property from graffiti vandalism.
MESSAGE: TAG. You're It. Keeping Denver Graffiti Free Starts With You.
OUTREACH: Large, heavily-promoted annual signature community graffiti removal event, "The Brush Off Community Challenge." Earned media value for the two summer events in 2011 exceeded $143k; click here for the recap: /media/AA/AQ/annwilliams-net/downloads/168683/2011_BO_Recap.xlsx
PARTNERSHIPS: Exclusive media partner 9News provided a main sponsor for the event, Kwal Paint. Kwal purchased a strong commercial schedule to promote the event, provided all supplies and take-aways for 1,000+ volunteers; Live broadcast on 9News from the event; Contributing sponsors Boyers Coffee and Blue Bell Ice Cream were on site with treats for volunteers.
Parking 
GOAL: To familiarize drivers with the new "smart meters" in Denver (parking meters that accept coins and credit or debit cards) and pre-paid "ParkSmart Denver" cards (the cards replace the outdated "cash key," a key that was pre-paid and inserted into the traditional meters).
STRATEGY: To create awareness for the new meters and the ParkSmart Denver cards through a comprehensive yet easy to understand website, grassroots marketing, partnerships with private entities, high visibility via new point of sale sites, a publicity blitz (over $58k in earned media value; click here for the recap: /media/AA/AQ/annwilliams-net/downloads/168663/smart_meter_recap_2010.xls) and traditional advertising.
MESSAGE: No Change, No Problem.The solar powered smart meters are a major leap forward in customer service and convenience for parkers; no need to dig around for change when you can simply use a credit, debit or pre-paid smart card.
The "smart" campaign included:
- An easy to find informational web site, www.ParkSmartDenver.com.
- Action Cards created to inform folks of the new meters and their options. The card includes a coupon for a free McDonald's McCafe (as incentive to take the card, plus McDonald's offset the printing cost of the cards). The cards are available at the Parking Cashier and Parking Magistrate in the Webb building (these offices are where drivers pay and/or contest parking citations), the Tattered Cover stores, the Downtown Denver Partnership offices, Denver Recreation Centers and Denver Public Libraries. Click here to view the Action Card:/media/AA/AQ/annwilliams-net/downloads/153203/FINAL_ParkingCard.pdf
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ParkSmart Denver pre-paid parking cards
Design: When designing the ParkSmart Denver parking cards, it made sense to use images of Denver's most recognizable icons on the face of the card. The language on the back of the card was written to simply and clearly communicate how to use the card in the Smart Meters.Click here to view all card designs and the directions for use:/media/AA/AQ/annwilliams-net/downloads/153203/FINAL_ParkingCard.pdf
Partnerships: Availability and accessibility to the cards was a priority. ParkSmart Denver cards are available through a major retail partner, King Soopers in a first-of-its kind partnership with the City.
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The ParkSmart cards are promoted in-store through store "radio" announcements and display posters. The posters mirror the messaging and the design of the Action Card and the website.
Click here to view the poster:/media/AA/AQ/annwilliams-net/downloads/153153/ParkingCard_Poster_D_only.pdf
Tattered Cover and the Downtown Denver Partnership also sell the cards, as they had in the past with the Cash Keys.
Advertising: Traffic sponsorships promoting the ParkSmart cards aired on 13 local radio stations during AM and PM drives.Click here for copy: /media/AA/AQ/annwilliams-net/downloads/168653/radio_copy.doc
Snow Removal
A Denver snow plow participating in the Parade of Lights
"We Got Your Drift"
Click here to view the "We Got Your Drift" brochure: /media/AA/AQ/annwilliams-net/downloads/153113/SNOW_BROCHURE_07-08.pdf
GOAL: To inform and educate Denver residents about how Denver Public Works removes snow following the devastating blizzards of 2006-07. Designed and written to be easy to understand in both English and Spanish, featuring a playful title and colorful graphics, it is something folks will want to pick up and read. We need the community to be on our side; building a positive, powerful image of our plows and crews was essential to earning community confidence.
STRATEGY: Based on community feedback, it's critical to reach out and explain how our snow plows do their jobs. Knowledge is power, and when the community feels informed there is less complaining and more comprehension.
CALL TO ACTION: Read the brochure and know what to expect during snowfall from Denver Public Works.
MESSAGE: We understand that the community needs to be informed of how the City handles major snow events. Communication with the community is key.
OUTREACH: The brochure was sent via direct mail to every Denver household before the 2007-08 snow season. The brochure was also available at all Denver Recreation Centers and Denver Public Libraries.
"Our Goal Is Clear"
Click here to view: /media/AA/AQ/annwilliams-net/downloads/153123/Public_Works_Snow_Brochure_2008-09_ENGLISH.pdf
GOAL: This is the follow-up brochure to "We Got Your Drift," again produced in both English and Spanish. After receiving much positive feedback from elected officials and residents about the first brochure and the general effort to communicate with our citizens, the Denver Public Works Marketing and Communications department created this leaner, more concise version of the previous season's piece.
STRATEGY: Continuing to build on the success of the first brochure, we were able to save on production costs but still achieve the goal of educating and informing our residents. Because less detail was needed in this follow up, we concentrated on the main components and messages of our snow plan.
CALL TO ACTION: Read the brochure and know what to expect during snowfall from Denver Public Works.
MESSAGE: We understand that the community needs to be informed of how the City handles major snow events. Communication with the community is key.
OUTREACH/PARTNERSHIP: Rather than send this brochure through direct mail, a partnership was formed with all Denver McDonald's restaurants to distribute the brochure as counter cards next to the register. As extra incentive for visitors to pick up a brochure, a BOGO offer for a McCafe was included in the brochure. The brochure was also available at all Denver Recreation Centers and Denver Public Libraries.
In order to curtail spending in a tight economy, an investment was made to create a website containing all the information and imagery on the brochures, and use a function that allowed the site to be updated in real time as snow conditions change. The website accomplished the same goals as the brochure but was a one-time expenditure rather than an annual cost.
