Austin 3-1-1

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Challenge: The City's information center was in need of a brand refresh and a media strategy. Considering all of the City's residents can benefit from the services Austin 3-1-1 provides, the team decided to focus on millennials and Austin's Spanish-speaking population in order to increase brand awareness.

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Research & Insight: A citywide feedback survey revealed an engaged community. Citizens' awareness of current news, trends, and the influx of new residents motivates them to Keep Austin Beautiful while also maintaining the “weirdness” that the city is so popularly known for. The target audience of tech savvy, independent thinkers are motivated by personal and professional achievement, and proud to reside in the “Most livable City in the country.”

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Strategy: Messaging emphasized the department's positioning as the City's info center and appealed to the on-the-go nature of the audience through promotion of the app. Tactics included: event sponsorship, digital display ads (desktop and mobile), digital video display ads, SEM, print, radio, TV, posters, and street banners. The creative showcased includes 2016's "All Day Any Day Info Center" campaign along with 2017's "Better Together" campaign. To ensure engagement with the community, the marketing plan relied heavily on event outreach. This emphasis on outreach inspired the idea to create their "Discover Austin" display, which found a home during 2016's Austin City Limits festival.