Digital Dairyland: Wisconsin DNR communications strategy reels in cost savings, engaged citizens
From fishing and hunting regulations to air quality alerts and permit renewals, state natural resources departments across the nation have much to share with residents – and the Wisconsin Department of Natural Resources (WDNR) is no exception. And since much of the information is timely and can be of a critical nature, such agencies must get messages out quickly and efficiently.
Realizing the importance of connecting with citizens, the WDNR’s Web Redesign project co-leads John Bushman and Margie Damgaard went looking two years ago for a more direct, cost-effective communications solution replacing the antiquated processes (over 5 different processes) the organization had been using. Among the many considerations was the ability to better engage with people in all areas of public health, recreation and regulatory topics.
Examples of this include ensuring those needing boat permits are notified before the expiration date, keeping people informed of new legislation, and letting folks know about educational opportunities offered by the department. Accordingly, the WDNR selected GovDelivery in 2009, and Damgaard said it has been highly effective in achieving – and exceeding - the agency’s expectations.
As with most state agencies, Damgaard said cost savings and improving employee efficiency were key goals when considering the service. Using digital communications rather than print publications helped the WDNR realize quick savings – in both money and staff time.
Damgaard said, noting that printing, postage and graphic design work was significantly reduced. "Employees no longer spend hours managing and maintaining email distribution lists, instead they strategize outreach opportunities satisfied knowing our subscribers are receiving our information. Likewise, our efforts have helped to improve the public perception of our department and build customer communities online."
Damgaard said she appreciates the ability to receive quick dashboard reports on which messages have been popular with subscribers and view them in a dashboard format. On average, each subscriber receives updates on 80 topics for everything from air quality to boat permits to details about water quality statewide.
Damgaard pointed to three other examples of how GovDelivery has helped the department increase direct connections with the public.
Streamlining boat permit renewal process: WDNR once mailed out reminders to existing boat permit holders, and noticed a drop off in the number of renewals and lagging revenues as a result. In 2010, Damgaard said the agency emailed the same people and suggested they sign up for a fishing or hunting license at the same time. “Within one hour, we generated more revenue than we did in weeks with the old method. People here were elated – we had reduced a truckload of work processing checks as well as printing and mailing costs.”
Public Health Outreach: WDNR provides up-to-the-minute air quality alerts - by county - to its customers’ wireless devices. This new service replaces a process in which customers would need to visit the agency’s website for alert notifications – and when WDNR employees had to come into the office to send messages from their work computers.
Blogging: Damgaard said WDNR started the first blog in Wisconsin state agency history to connect with Lake Association partners, as well as scientists, to share best practices in a wide variety of issues. The blog is moderated by a WDNR employee who is an expert in scientific topics, but also has a long history of outreach for customers.
Sufficed to say, Damgaard is a big fan of how GovDelivery has improved communications with outdoor enthusiasts all over Wisconsin and raised WDNR’s game to a new level.
“This is huge for us,” she said. “We are giving people a mechanism to interact and engage with us – and that helps everyone.”
About GovDelivery
GovDelivery helps government transform communication to support mission objectives. More than 400 government organizations work with us because of the results they can achieve with more effective digital communications. For more information, visit us online at: www.GovDelivery.com. GovDelivery is an ICG (NASDAQ: ICGE) partner company.
