2022 and COVID may be time when government seeks to prioritize “positive citizen experiences”

By Andy Blenkle

While COVID’s wake has created harm for citizens and the economy, I believe the pandemic’s overall effects have been a catalyst to piquing the government’s interest in fresh solutions. The risks and shortcomings of so many programs are more apparent than ever. Regardless of their size or specialty, marketing firms stand to help advance the government’s mission to safeguard the country and protect its citizens.

This Administration is raising the expectation of federal agencies to prioritize positive citizen experiences (online and offline), instill healthier behaviors across all age groups, and expand access to skills training and job opportunities for all Americans regardless of education level or type. I predict those companies that seek to present ideas and solutions will see greater levels of engagement from federal agencies than they have in the past.

Whether it be low code applications addressing basic citizen needs through a mobile device, evidence-based ad campaigns that educate to increase safe behaviors or calls-to-action that prompt people to decide to serve their country, our industry stands equally with the makers of hardware, medicine and infrastructure to creatively eliminate barriers and help build a more effective government for all.

Andy Blenkle is Vice President, Public Service, Fors Marsh Group.