REPORT

The next stage of digital engagement

Government organizations have more ways than ever to communicate, collect feedback, and measure engagement. The next opportunity is to understand who those efforts reach, where representation gaps remain, and how audience understanding can improve future interactions.

Download moving to relevance: “How government can reach the right people, strengthen representation, and improve outcomes” for building a stronger audience and strengthening engagement.

What you’ll find inside
The report examines five connected capabilities that can help agencies turn audience data into practical insight:

  1. Understand the audience
  2. Reach representative populations
  3. Learn from feedback and engagement
  4. Deliver more relevant experiences
  5. Measure outcomes and improve performance
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56%
of government communicators cite difficulty connecting with segmented audiences as a leading challenge
64%
said their organizations do not capture community satisfaction metrics for improvement
72%
of engagement practitioners cited non-representative participation or difficulty reaching certain demographic groups.
77%
of website survey respondents reported no personalization capabilities.

Research grounded in public-sector experience

The report combines survey findings with examples from public organizations, including:

  • Virginia Department of Motor Vehicles
  • Philadelphia Water Department
  • Town of Canmore
  • Passaic Valley Water Commission
  • City of Vaughan

These examples show how public organizations have applied targeting, feedback, connected information, operational data, and performance measurement to specific programs and services.

Who should read this report

This report is designed for public-sector leaders responsible for understanding audiences, increasing participation, improving services, or evaluating outcomes, including:

  • Communications directors, managers, and public information officers
  • Community and public engagement leaders
  • Department and program leaders
  • City managers and other executive leaders
  • Digital experience and service-delivery teams
  • Data, performance, and information technology leaders

Build a more complete view of the communities you serve

Audience intelligence connects what agencies know about communications, engagement, services, and performance. That understanding can help teams identify gaps, make better-informed decisions, and refine future interactions.

Download the report to explore the research, public-sector examples, and five-stage audience intelligence cycle.

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