Success Stories

Citizens have told us they want more information about city government that is easier to access, but they also want information about topics of interest to them. This system will provide timely and accurate updates in response to those requests and will open the door for more two-way communications.
-Donna Mason, Director of Media Services, City of Vancouver

GPO Bookstore uses GovDelivery Network to cross-promote content, expand reach

Situation

The U.S. Government Printing Office (GPO) markets to a diverse network of customers: many libraries, government agencies, businesses, and law firms purchase government information as a reference tool for the workplace. Citizens may also purchase federal government publications through the U.S. Government Online Bookstore (bookstore.gpo.gov). Military history publications, National Park Service books, and Senate art publications are among those that appeal most to the general public. Given that GPO has many types of customers in different markets, proactive, targeted communication to the specific market niches is vital to the agency’s success in promoting and selling government publications.

Solutions

“GPO’s core mission is to keep Americans informed on the documents of our democracy,” said Public Printer Bob Tapella. “This system is another way for GPO to carry out its historic mission. A simple email alert will let the public know about the various publications available from our agency customers.”

After launching GovDelivery, the U.S. Government Bookstore was able to communicate with its stakeholders on more than 115 unique opt-in topics, compared to 12 previously. Additionally, the Bookstore leveraged the GovDelivery Network to further increase its reach. The GovDelivery Network allows government agencies to link up with other agencies to cross-promote content, making informational topics available to subscribers of partner agencies during the signup process. By partnering with the IRS, EPA, DOL, USA.gov, NASA, and others, the Government Printing Office is able to reach a larger audience than ever before.

Results

In June 2010, The U.S. Government Printing Office (GPO) Bookstore was recognized "For Scoring a 'Slam Dunk' 'Sweet 16' Sales Promotion." Its proactive communication greatly increased program participation-GPO experienced an increase in subscribers of 200% and a 231% increase in sales of the winning title. More than 139,000 votes were received during the 11-day promotion, and voting rounds with email reminders garnered on average 4.68 times more votes than the round without.

To receive GPO Bookstore's email updates, go to http://bookstore.gpo.gov/.

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