Marketing the Intelligent Community
Frank Miele
LEADING EDGE COMMUNITIES are positioning and branding themselves in the new knowledge-based economy as part of the process of planning and implementing the integrated community network (ICN) concept. The marketing, or promotion, of the ICN concept is critical to engaging all stakeholders in the establishment of a community portal. As the anchor tenant, local government must take the lead in formulating a marketing strategy that addresses the needs and expectations of both the service providers and the end users.
Integrated Community Network
Local government can employ the ICN concept as an economic development tool to retain and attract businesses, thereby creating new jobs and increased assessment. ICN technologies also can be used to increase government efficiency and effectiveness through the delivery of e-government services.
Clearly, Internet-based government services are in demand. But citizens also want business and social services delivered through an integrated community portal that informs, interacts, and transacts. In addition, the customer is demanding customization of these service offerings, or personalized communications, that provide seamless interactions across multiple channels of information.
Community portals can bundle information on numerous sectors, such as e-government, e-business, e-health, and e-arts and culture. These so-called silos are integrated into a seamless, simple-to-use community portal.
The Three-Dimensional Marketing Strategy
In order to market this multifaceted service properly it is important not only to target the end user, as in traditional marketing approaches, but also involve the end user at the beginning of the marketing process. The end user becomes an active participant in shaping the marketing effort to ensure the buy-in of all users at an early stage.
This three-dimensional marketing strategy builds on the traditional one-dimensional marketing approach of targeting a specific audience to fully engaging the target market early on in the marketing process. For example, members of the health care sector could participate in a workshop to determine how best to engage the entire health care sector in establishing the e-health silo of the community portal. Thus, the end user is a full participant or partner in the creation of the community portal.
As project leader, local government must engage in a collaborative effort in determining and identifying those factors that will assist in delivering a specific product.
A three-dimensional marketing strategy approaches a project from every conceivable angle, using marketing tactics that engage the customer from the very beginning. It is based on customer knowledge, customer collaboration, and a continuing relationship with the customer.
The challenge is building a network of partnerships that extend beyond traditional government organizational boundaries. The partners, or stakeholders, needed to implement a successful marketing strategy will come from every segment of the community: the private sector, the public sector, neighboring municipalities, ratepayer associations, cultural groups, and others.
The Role of Local Government
It is the responsibility of local government, as the anchor tenant, to define the roles of the community portal partners and oversee these continuing relationships. Managing multiple relationships while offering both core services and customized offerings to distinct market segments requires a high level of customer knowledge and collaboration. The process of establishing and marketing a community portal requires a transformation of traditional municipal government organizations. Several factors must be addressed.
- Executive leadership and commitment: Senior level champions must marshal technological and fiscal resources across the organization. Members of local government need to be educated and kept informed.
- External resources and core competencies: Business models should be used to identify where new resources are required, as well as provide guidance in the development of relevant, mutually beneficial partnerships.
- A new organizational structure: Municipal organizations need to manage multiple projects, develop partnerships with all stakeholders, and align technologies with new business models.
- Build support and momentum: A key step in the marketing mix is focusing on the results of multiple initiatives, scoring a quick “touchdown” and “tooting your own horn” to keep politicians, partners and customers motivated and supportive.
The development of long-term, mutually beneficial relationships with your community partners and customers begins on the first day of building a community portal. The key to “engaging” all stakeholders in the marketing and promotion of the project is their early involvement, employing the techniques of three-dimensional marketing.
ABOUT THE AUTHOR
Frank Miele is the Commissioner of Economic/Technology Development and Communications for the City of Vaughan, Ontario.