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Strategic Government Communications
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Wednesday, April 17 • 3:40pm - 4:15pm
Launching the FBI Fit Test App: How an Effective Integrated Communications Strategy Led to Download Success - Federal Bureau of Investigation

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From public awareness campaigns, content-rich feature stories, to useful web tools, the FBI’s Public Affairs Team has been leveraging effective integrated communications strategies to highlight its mission across multiple platforms. When the Bureau developed and launched its recent Fit Test App, it wanted to show the public, and potential applicants, the experience of training like a special agent. By executing a streamlined communications strategy that leveraged social media, the fbi.gov website, podcasts, live streaming and traditional media outreach; the FBI exceeded its download objectives for the app and heightened public awareness, while assisting its Human Resources Division in preparing potential special agent applicants for their training at the FBI Academy.

This session will dig into the strategies and tactics the FBI utilized to promote the Fit Test app, as well as the useful analytical data the Public Affairs team captured during the campaign to develop future best practices. You will learn how to: 
 
  • Understand the importance of leveraging communications strategies for public awareness campaigns
  • Linking different communications vehicles together to reach objectives
  • Digging into analytics to understand what works and what doesn’t
Nora Scheland, Social Media Manager
Federal Bureau of Investigation

Steven Lewis, Digital Content Strategist and Public Affairs Specialist
Federal Bureau of Investigation 

Speakers
avatar for Steven Lewis

Steven Lewis

Digital Content Strategist and Public Affairs Specialist,, Federal Bureau of Investigation
Steve Lewis is a Digital Content Strategist and Public Affairs Specialist for the Federal Bureau of Investigation’s Office of Public Affairs. In his role, Steve leverages his digital marketing and public relations background to develop content and strategies to meet an array of... Read More →
avatar for Nora Scheland

Nora Scheland

Social Media Manager, Federal Bureau of Investigation
Nora Scheland is the Social Media Manager for the Federal Bureau of Investigation’s Office of Public Affairs. In this role, Ms. Scheland manages the FBI’s national social media accounts and program manages the FBI’s social media presence on over 60 social media accounts across... Read More →



Wednesday April 17, 2019 3:40pm - 4:15pm
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