Best Government Online Campaign

Audience: Texas drivers and professional license holders

The goals of the 2016 Texas.gov integrated advertising campaign were:

- Drive online transactions for government services in two categories – Driver and Work. When constituents complete transactions online rather than visiting a government office, they benefit from the convenience of 24/7/365 availability of services without the need to travel or wait in line. Our government partners benefit from a reduction in manual, paper-based processes and the ability to provide better customer service.

- Raise awareness of Texas.gov and promote additional services. Once visitors arrive at Texas.gov, they have access to 1,000+ online digital government services.

The 2016 campaign tagline – “Easy. Now.” – is simple and clear, illustrating the simplicity and immediacy of digital government services. The banner ads conclude with a “Renew” call to action that takes constituents to Texas.gov/Driver or Texas.gov/Work to immediately renew a license or registration. The video ads use humor and endearing characters to convey the obvious online choice.

The campaign was planned with the intent of comprehensive measurement, and to date we have been very successful in achieving our goals of increasing online transactions and promoting awareness of Texas.gov and its services. In 2016:

- There have been 84K+ view through conversions (those who didn’t click on the ad immediately but recalled the website and returned later to complete a transaction).

- The ads have reached 16.3 million new prospects (people who have never visited Texas.gov before). 163K of those new prospects visited Texas.gov, and 34% of those visitors completed a transaction.

Contributors:

Director of Digital Government - Texas.gov :	Jennifer Buaas
General Manager & Director of Portal Operations:	Erin Hutchins

TEXAS.GOV

Location: USA

About the Agency:

Texas.gov is the award-winning official website of the State of Texas. We provide Texans with an easy way to access 1,000+ online government services, and we help state and local governments web-enable their services. Texas.gov operates without tax funds via a partnership between the state and Austin-based Texas NICUSA, LLC .