Complex marketing strategy for electronic services of Moscow City Government

Задачи:
  • Улучшение узнаваемости бренда
  • Поддержка и улучшение отношений с клиентом
  • Повышение ценности бренда
Результаты:

Agency: ICFuture

Brands: Moscow City Governmet/ IT Department

Tasks:
Increasing brand value
Supporting and enhancing customer relationships
Increasing brand awareness

Case objectives:
Shaping Customer’s electronic services marketing strategy and implementing it

Solution:
Organizing the strategic session: a usability research, a focus group, a web panel.
PR promotion: press events, a press trip to best high schools, writing a teacher’s blog.
Events: promo events, teaching IFC employees
Advertorial activities; outdoor activities, audio and video pieces, addressed marketing, direct marketing, interactive screens
Web promotion: SEO optimization, SMM, targeted banner ads, context ads.
Optimizing Customer’s services. CRM mailing: developing a brand character, a promo game, a 3D card of the landing page.

Results:
More registered visitors at the portal, growth of daily audience by 5 times
General increase of activities at the services

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