About this Website
While the web version of Jeremy Fermin's Portfolio & Action Plan is essentially the same as the print version, a website allows for more meaningful engagement. Additionally, this platform offers more space for content such as embedded videos, direct website links, and more. You can jump to a section by clicking the buttons below or simply scroll.
Abstract
It is a privilege to be considered for the position of marketing and communication specialist for the City of Warner Robins and I am grateful to engage with the selection committee. I am eager to share my creative portfolio and analysis of the city's current digital landscape, shining a spotlight on potential areas of growth.
This website is organized in four parts:
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Graphic Design and Content Creation
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Included are examples of past content creation for social media, video, and web design.
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Objective Situational Analysis
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This segment includes an impartial appraisal of the city's digital presence, a SWOT analysis, and recommendations.
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Proposed Marketing Plan
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This is a data driven roadmap based on findings from the previous section that includes a detailed 16 week plan of action.
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Appendix
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The final section includes original application documents: resume, cover letter, and college transcripts.
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What makes me an ideal candidate is my background collaborating and spearheading marketing and communication initiatives for various local, regional, and national organizations across diverse industries. I pride myself on being an A-Player and what sets me apart from the other applicants is my tenacity and commitment to get the job done right the first time.
I would be remiss if I did not inform you that I leveraged Artificial Intelligence, specifically ChatGPT in the research and creation of this document. In my view, AI should serve as a performance-enhancing tool, much like a calculator's role in a finance department.
I am grateful for your time and I look forward to future discussions with members of the selection committee and community stakeholders.
Sincerely,
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Jeremy Fermin
GRAPHIC DESIGN & CONTENT CREATION
Graphic Design & Social Media Examples
Hover over arrows to view more
OBJECTIVE SITUATIONAL ANALYSIS
Social Media Data
Social Media Audit
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Twitter Profile inactive; last post September 2020
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NextDoor profile out of date; old banner photo; last post Oct. 2021
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On Facebook profile, Instagram link is incorrect
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YouTube channel does not exist even though it is referenced in "Social Media Rules" document on website.
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YouTube Impersonators:
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City of Warner Robins (@cityofwarnerrobins8344) body cam footage
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warnerrobins (@warnerrobins)
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Warner Robins (@warnerrobins1477) homes for sale
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Warner Robins Georgia Land Surveyors (@warnerrobinsgeorgialandsur4534) using official city seal
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TikTok Impersonators:
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Warner Robins Growth (@warnerrobinsgrowt) appears to be a traffic camera
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Additionally, Snapchat, LinkedIN TikTok, and Nextdoor profiles do not exist
Website Audit
A website is the welcome mat of the city. A bird's-eye view of both the mobile and desktop versions are noted below:
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User Experience: The design is outdated, is not aesthetically pleasing due to poor quality images, and, for lack of a better term, feels "clunky."
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User Interface: The navigation interface is not intuitive and the buttons and links are not consistent in size.
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Favicon is “Civic Plus” – the website builder
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Facebook & Twitter links in header do not link to social channels
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Footer contents are atypical.
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Staff and City directory are out of date (both last updated October 11, 2019)
Recommendations
The following urgent and short term recommendations will enable the city to effectively enhance its digital presence, ensuring it is on par with industry best practices and user expectations.
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​Urgent Recommendations
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Facebook & Twitter links on website do not link to social channels
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Report impersonators on social media channels.
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Ensure branding is consistent on all channels
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Improve Digital Brand Reputation by engaging and responding to online feedback
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Reimagine website UX and UI
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Short Term Recommendations
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Perform comprehensive situational analysis of the marketing and communication efforts beyond what is detailed in this report.
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Brand identity
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Enhance the visual appeal of the city's digital footprint.
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Ensure social media and digital channels are consistent in messaging
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Create and/or update the following social media channels (if in alignment with city leader's vision): Snapchat, LinkedIN TikTok, and Nextdoor.
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Construct a social media content calendar with regular postings across channels based on industry norms.
S.W.O.T. Analysis
Strengths
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Community Spirit: Warner Robins is known for its strong community spirit, creating a warm, welcoming environment for visitors and potential residents. This can be leveraged in marketing communications.
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Attractions: With a strong aviation history and the Museum of Aviation as a significant draw, Warner Robins has distinct attractions that can be emphasized.
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Economic Stability: Warner Robins' robust economy, led by sectors such as defense, healthcare, and education, offers marketing opportunities to attract businesses and professionals.
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Weaknesses
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Digital Presence: Assuming the city's website and social media platforms are outdated or lack engaging content, it can lead to missed opportunities to engage with a younger demographic or tech-savvy audience.
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Brand Identity: If the city lacks a strong and unique brand identity, it may struggle to differentiate itself from other cities in Georgia and the Southeast.
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Communication Strategy: Lack of a consistent and strategic communication approach can result in missed opportunities to effectively relay the city's benefits to potential tourists, residents, and businesses.
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Opportunities
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Digital Marketing: Improving the website and social media platforms will allow the city to reach a broader audience. Interactive features, SEO optimization, and engaging content can significantly enhance the city's online presence.
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Partnerships: Strategic partnerships with businesses, influencers, and neighboring cities can amplify Warner Robins' marketing efforts.
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Niche Marketing: The city can capitalize on its aviation heritage and strong community spirit, using these unique aspects for niche marketing strategies.
Threats
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Competition: Other cities in Georgia and the Southeast region also vie for tourists, residents, and businesses, posing a competitive threat.
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Economic Fluctuations: Unpredictable economic conditions can impact the city's marketing budget and the effectiveness of its marketing efforts.
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Digital Savvy Competitors: If competitor cities have a strong digital presence and sophisticated marketing strategies, they may outshine Warner Robins in attracting a younger or more tech-oriented demographic.
Target Audiences
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Current residents
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Potential residents
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Tourists and visitors
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Business owners and potential investors
High Level Objectives
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To increase awareness about Warner Robins and its offerings to potential tourists, residents, and investors.
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To attract new businesses and stimulate economic growth.
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To enhance community engagement and satisfaction among current residents.
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To promote the city’s unique heritage and culture, celebrating its diverse and vibrant community.
General Marketing Strategies
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Improve Brand Reputation: Enhance and reimagine a unique and strong brand identity for Warner Robins that encapsulates the city's charm, vibrancy, and community spirit. Ensure consistent branding across all platforms and initiatives.
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Digital Marketing: Establish a strong online presence through SEO optimized website content, engaging social media activity, e-newsletters, blog posts, and digital ads targeting specific audience segments. Use online platforms to highlight our city's unique attractions, events, opportunities, and quality of life.
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Public Relations: Share positive news about Warner Robins with regional, national, and international media outlets. Host press roundtables and conduct interviews to generate media coverage about the city's amenities, cultural events, new developments, and success stories.
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Community Events: Host and promote various community events throughout the year to engage current residents and attract visitors. These can include music festivals, cultural fairs, farmers' markets, sports events, and more.
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Partnerships: Form and nurture strategic partnerships with local businesses, schools, institutions, and identify community influencers to promote the city and create mutually beneficial initiatives.
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Promotional Material: Design and distribute attractive brochures, flyers, city maps, and other promotional material that highlight the city's attractions and opportunities. Make these available both online and at strategic locations.
PROPOSED MARKETING PLAN
Digital Strategy
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Website Overhaul
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User Experience: Modernize the city's website to make it visually appealing and user-friendly. Navigation should be intuitive, and the website should be mobile-responsive to accommodate visitors using different devices.
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SEO Optimization: Implement search engine optimization (SEO) strategies to enhance the city's online visibility. This includes keyword research and on-page SEO practices.
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Content Update: Regularly update the website's content to reflect current events, announcements, and attractions. Create dedicated sections for tourists, residents, and businesses.
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Analytics: Utilize Google Analytics or similar tools to track website traffic, user behavior, and conversion rates. Use these insights to continually optimize the website.
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Social Media Management
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Content Calendar: Establish a consistent posting schedule across platforms like Facebook, Instagram, Twitter, LinkedIn, and YouTube. The content should align with the city's brand and objectives, featuring a mix of informative, engaging, and promotional posts.
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Community Engagement: Foster a sense of community by actively engaging with followers. Respond promptly to comments and messages, and share user-generated content when appropriate.
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Promotions: Use social media platforms to promote city events, local businesses, tourism attractions, and community stories.
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Text Alerts
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Emergency Notifications: Utilize text alerts to rapidly disseminate vital information during emergencies or unexpected situations. This can include weather warnings, traffic disruptions, public safety alerts, or other urgent community updates.
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Event Reminders: Send text alerts to inform residents and visitors about upcoming city events, festivals, parades, or community gatherings. This can help increase participation and engagement in local events and initiatives.
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City Updates and Announcements: Use text alerts for important city updates, like changes in public service hours, new city policies, municipal elections, or significant city developments. This will ensure residents stay informed and engaged with their local government.
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Email Marketing
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Newsletter: Develop a monthly e-newsletter for residents, businesses, and tourists interested in Warner Robins. The newsletter can include city updates, upcoming events, business opportunities, and tourism highlights.
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Segmentation: Segment the email list based on the recipient's interest, such as resident updates, tourist information, or business news. This allows for targeted communications that are more likely to engage each segment.
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Content Marketing
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Blog: Regularly publish blog posts on the city's website about a range of topics, such as city history, tourism spots, business success stories, event round-ups, and community profiles.
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Videos: Develop engaging video content that showcases the city's attractions, events, and community spirit. Share these on the website, social media, and YouTube.
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Online Advertising
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Google Ads: Utilize Google Ads to attract website traffic from people searching for relevant terms, like Georgia tourism, Warner Robins events, or business opportunities in Georgia.
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Social Media Ads: Run targeted ad campaigns on social media platforms to reach potential tourists, residents, or businesses.
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Retargeting: Implement retargeting campaigns to engage individuals who have previously interacted with the city's online content or platforms.
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Online Reputation Management
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Review Management: Monitor and respond to online reviews on platforms like Google and Yelp. Negative reviews should be addressed promptly and professionally, turning challenges into opportunities for public relations.
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Crisis Management: Have a plan in place to handle potential crises or negative publicity online. This involves monitoring online chatter, responding appropriately, and communicating transparently with the public.
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Analytics & Reporting
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Performance Tracking: Utilize tools like Google Analytics, social media analytics, and email marketing metrics to track the performance of the digital marketing strategy.
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Adjustments: Regularly review and adjust the digital marketing strategy based on performance data, audience feedback, and evolving goals or circumstances.
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Evaluation Metrics
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Digital engagement: Monitor website traffic and social media engagement.
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Media coverage: Track quantity and quality of media coverage.
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Event attendance: Measure the number of participants and feedback at community events.
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Tourist influx: Monitor the number of tourists and their spending.
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Business growth: Track new businesses established in the city.
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Resident satisfaction: Conduct surveys to assess residents' satisfaction with city life.
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Budget: To be determined based on the available resources and specific requirements of the strategies outlined above.
16 WEEK ACTION PLAN
