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HUNTER MARKETING / CASE STUDY
Department of Neighborhoods
311 APP ADOPTION CAMPAIGN
Helping residents discover, understand, and adopt the City of Columbus 311 mobile application through strategic marketing, digital storytelling, and multi-channel community engagement.
The City of Columbus wanted to increase awareness of the 311 mobile app while encouraging residents to use it as their first resource for reporting non-emergency issues, requesting city services, and staying connected with their neighborhoods. Through an integrated campaign spanning digital content, social media, newsletters, and app promotion, we created a more approachable and engaging way for residents to connect with their city.
CLIENT
Department of Neighborhoods
City of Columbus
ROLE
Marketing Manager
SERVICES
• Campaign Strategy
• Campaign Development
• App Promotion Strategy
• Social Media Management
• Content Creation
• Newsletter Development
• Community Engagement
INDUSTRY
• Government
• Public Service
• Community Engagement
THE CHALLENGE
Helping Residents Connect With Their City
The City of Columbus offers dozens of services through the 311 mobile application, yet many residents were unaware of the app or unsure how it could simplify everyday interactions with city services.
The campaign needed to accomplish more than simply promote an app—it needed to educate residents, build trust, and position 311 as the easiest way to connect with their local government.
Key Challenges
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Low awareness of the 311 mobile application
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Limited understanding of available city services
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Encouraging residents to transition from traditional reporting methods
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Creating approachable, easy-to-understand messaging for a broad audience
MY ROLE
Supporting a Community-Focused Marketing Strategy
Campaign Development
Developed campaign concepts and messaging focused on increasing awareness, educating residents, and encouraging app adoption across Columbus neighborhoods.
App Promotion Strategy
Helped position the 311 application as the easiest and most convenient way for residents to report issues, request services, and stay informed.
Content Creation
Supported Eventbrite communications and registration strategy to create a seamless attendee experience.
Social Media Campaign
Created and managed engaging social media content designed to educate residents while increasing visibility across multiple digital platforms.
Newsletter Development
Supported ongoing resident communication through newsletter content that reinforced campaign messaging and promoted continued engagement.
Cross-Functional Collaboration
Worked alongside designers, content creators, videographers, and city stakeholders to ensure campaign materials remained accurate, engaging, and aligned with organizational objectives.
MY APPROACH
FEATURED CONTENT
Early Childhood Educator Awards Landing Page
APP DEVELOPMENT & PROMOTION
Rather than simply advertising an application, the campaign positioned 311 as an everyday community resource.
Messaging focused on:
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Reporting neighborhood concerns
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Requesting city services
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Staying informed
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Improving accessibility
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Encouraging community participation
This shifted the conversation from downloading an app to becoming a more connected and engaged resident.
NEWSLETTER SUPPORT
The campaign extended beyond social media through newsletter communications designed to reinforce awareness and encourage continued adoption.
Newsletter content included:
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Campaign updates
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App feature highlights
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Community resources
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Direct download links
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Calls-to-action that supported ongoing engagement
CAMPAIGN IMPACT
Increased App Awareness
Expanded visibility of the 311 application across multiple digital touchpoints.
Improved Community Engagement
Created approachable content that encouraged residents to learn more about available city services.
Strengthened Digital Adoption
Supported efforts to position the 311 application as the preferred method for accessing non-emergency city services.
Connected Residents With Resources
Simplified how residents discover, understand, and interact with local government services through digital communication.