Montgomery County Auditor
BRANDING & DESIGN • MARKETING & STRATEGY • VIDEO & ANIMATION • SOCIAL MEDIA
For Montgomery County’s triennial property tax update, we were tasked with creating an education campaign focused on explaining a complex appraisal process in a way that would reach the county’s 180,000 homeowners and reduce calls from confused citizens, saving the county money. Our efforts decreased that year’s call volume by 50% and the results garnered the campaign the 2018 National Association of Counties Achievement Award, a national award for auditor campaign success.
BRANDING, DESIGN & DIGITAL MARKETING STRATEGY
We began with a brand overhaul for the Montgomery County Auditor, Karl Keith, that highlights their three pronged approach with constituents and uses the county’s color scheme. Next, we strategized and crafted the animated series “Back on Track” to explain to county homeowners why and how their home values were increasing and what this meant for the county’s value overall. Throughout our campaign we were able to generate 1.5 million impressions, hitting each homeowner 4-6 times with our various marketing materials detailing the process and updated branding. Over 90% of video viewers watched the 30-second animation to completion across the various ages and genders thanks to the refreshed branding and animation. We continue to work with and develop outreach campaigns for the MCA, including recent videos and billboards for tornado damage tax relief for property owners.