Jul 9, 2009
1. Who is our target audience (hint: Don't try to be all things to all people)
1st - Media and congress are main focus.
2nd- But general public – taxpayers are the secondary focus. Which includes
Interior Dept workers could be part of our target audience.
2. What is the competitive landscape? (hint: Sites that do it well)
GAO does it better. They have well defined list of recent reports – new technologies like Twitter – links for congress and media clearly labeled.
3. How do we differentiate ourselves? (hint: Secret sauce)
Create an IG home page that reflects the many projects that the office has investigated and issued reports on. Using visuals – still pictures and video. With summaries that are easy to read and link you to full reports.
One element of this - MAP of the U-S to highlight investigations. List topics to right on map. This could be a small icon on the main front page – when you click on it pops up and can be interactive.
4. How do we create our site? (hint: Staff and schedule)
Have a core of editors – two people – who write synopsis of the project. And organize the front page. Public Relations person have to Twitter info about latest reports. And IT person will execute the act of putting new items on website. Independent contractor already hired to redesign the site. Create template that others can implement.
5. How do we get our content? (hint: Pre-built, manual, automatic, updated)
From investigations, audits, evaluations, inspections and assessments. Many of these, already conducted by IG employees, have video and still pictures as part of their reports. These investigators already are use to doing two versions of their reports – one for the pubic and one for internal files.
6. How do we market our site? (hint: Spread the word)
Get list of media outlets and have PR person get email lists of names to alert them to the report. Send a press release – highlighting there are visuals - and link to report on website. Also note main website address.
Twitter, facebook, YouTube look at what GAO is doing
http://www.gao.gov/press/gao_enlists_new_technologies2009jul07.pdf
There is an exisiting campaign marketing the hotline complaint line. Needs to be updated and include website address. And link website to recovery.gov – and on the recovery.gov site have a link to IG site.
Change the website address to InteriorIG.gov – easier to market then the current – doioig – (dept of interior office of inspector general).
7. How do we sustain the site? (hint: Show me the $$$)
Federal appropriations – and employees already on the payroll. President Obama has already said he wants to make the federal government more interactive. So
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