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The ultimate challenge for local government lies in converting passive consumers
of public services into responsible, supportive citizens. Targeted marketing and
focused communication skills (keystones of successful private sector
organizations) are tools used by successful cities and counties to transform
critics to supporters.
The City-County Communications and Marketing Association is the leading
organization for local governments that are innovating new and better ways of
communicating with their citizens by viewing them as customers with
important input into the kinds of services offered and how they are
provided. Historically, local government and other providers of professional
services (such as hospitals, colleges, banks, the legal and medical
professions) did not think it necessary or appropriate to focus on customers
by using sophisticated communication and marketing skills and techniques.
3CMA was founded in 1988, by
a few government professionals who realized that times were changing and
governments would need to become more competitive with the private sector, that
the traditional government service monopoly was dying. 3CMA founders saw a need
to develop members' skills to enable cities and counties to compete to retain
and satisfy residents and businesses. Members now have internet products, government
access TV programming and other reporting vehicles with enhanced image and
branding components.
With 900 city and county members from a number of governmental disciplines
and functions, 3CMA offers a wide range of member services. The key
elements are networking and
resource saving opportunities. By adapting ideas from the Annual Savvy
Competition, participating in a 3CMA Annual or Regional Conference, reading 3CMA Updates,
visiting the Member Services section of the 3CMA site, or contacting 3CMA's
office, a member can tap into a growing pool of specialized expertise.
Today, local government is heavily involved in communications and marketing
whether it recognizes it or not. The fundamental questions are: how effective is
the effort, and what tools are needed to improve your messages so you can increase citizen
input and satisfaction?
For more information contact: Richard Lillquist, Executive Director
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