Case study · Public sector
City of Racine
When the pandemic hit, Racine became a hotspot and its communications were under enormous pressure. We turned the city’s web and social channels into a trusted, well-managed resource, then drove the video campaign that helped get residents vaccinated.
When a city needed to be heard, clearly.
The challenge
Racine registered as one of the country’s top COVID-19 hotspots, putting intense pressure on public resources and communications. The city’s site, racinecoronavirus.org, was fast becoming the de facto place residents went for trusted data, while social was falling behind: thousands of comments and questions, many of them anxious or negative, going unanswered.
The approach
Working with Kane Communications Group, we analyzed the city’s web and social performance and built a community-management playbook: active listening, a moderation matrix, hero content, and live chats to calm sentiment and keep residents informed. We then produced the Vaccinate Racine video campaign and promoted the city’s pop-up vaccine clinics, turning a public-health message into something people actually watched and acted on.
The outcome
growth of the public resource as we helped steer it.
Related
Public-sector communications draw on the analytics, reputation, and content sides of our discoverability work. See more in selected work, or start with your AI Mention Report. Visit the City of Racine ↗.
Communicating under pressure
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