Digital Team Case Studies: Branding and design
Each day, the City accepts hundreds of reports of broken streetlights, missed trash pickups, etc., by phone, mobile application, social media, or online. The phone number you needed to call was 617-635-4500. The mobile app was called CitizensConnect. The twitter handle you needed to reference was @NotifyBoston. And the website was http://www.cityofboston.gov/mayor/24/.
Few constituents knew they could report issues through any of these channels, and even fewer realized all these requests went to the same place. Our challenge was to clarify the options for residents to request City services and raise awareness that citizens can report these issues.
After three months of project work and campaign rollout, the City moved all requests for non-emergency services into a single brand: BOS:311. Our campaign was focused on pushing a new, cohesive BOS:311 brand and on educating the public that we want and need their help to know where to invest City resources.
311, also a nationally recognizable brand, allows anyone in Boston to submit a request for help and never have to know who/which department might be responsible to resolve the request. So, whether a user calls the City, tweets at us, makes a request through our mobile application, or visits our website, they’re always redirected to BOS:311.