Best Government Integrated Ad Campaign

Audience: Texas drivers (15+ million licensed drivers and 23+ million registered vehicles) Goal: The 2014 Texas.gov integrated advertising campaign promoted online Vehicle Registration Renewal and Driver License Renewal services to Texans statewide. The campaign included digital banner ads, television commercials, and online TV (Hulu and Tremor) advertising. The banner and online TV advertising provided statewide reach, while traditional television commercials complemented banner advertising in the Austin market, which was selected for its tech-savvy population and affordability. The campaign also included a geo-targeted ‘micro’ campaign that included Spanish banner ads on Spanish websites in El Paso. The 2014 campaign tagline – “Texas.gov Puts You First” – clearly states that Texans can trust the state portal that puts them, and their time, first. The advertisements convey that Texans will always be first in line when they access government services online. Using humor, the ads suggest that when Texans complete their driver license and/or vehicle registration renewals on Texas.gov, they just may feel like they’ve experienced special VIP treatment. The campaign landing page, www.texas.gov/Driver, received 150,000+ visits from ad clicks in 2014. The online ads garnered a .26% CTR, a 63% increase over 2013. Furthermore, vehicle registration renewal transactions grew 16%, and 53% of visitors that clicked the ‘Renew Driver License’ link on Texas.gov/Driver completed a transaction. In El Paso, where Spanish banner ads ran, driver license transactions grew 11% more than overall transaction growth. In Austin, where the commercials aired, cumulative transactions for vehicle registration and driver license renewals transactions grew at a higher rate than overall transaction growth six out of twelve months.

Contributors:

General Manager & Director of Portal Operations:	Erin Hutchins
Director Digitial Government:	Janet Gilmore

TEXAS.GOV

Location: USA

About the Agency:

Texas.gov is the award-winning official website of the State of Texas. We provide Texans with an easy way to access 1,000+ online government services, and we help state and local governments web-enable their services. Texas.gov operates without tax funds via a partnership between the state and Austin-based Texas NICUSA, LLC .