The document discusses Fairfax County's process of creating a cohesive branding strategy for government communications. It explains that the county had over 40 agencies sending out inconsistent information. In 2004, the county executive directed creating stronger identity. A core team formed subcommittees of over 50 employees to develop standards over 6 months. In 2005, the Fairfax County Communications Strategy launched to ensure common look and message. It was redesigned in 2011 as the Communications Toolkit website to make information more accessible to staff. The process received awards and positive feedback for integrating county programs and building public confidence through consistent branding.

1. Branding Government:
Creating a Cohesive Look, Feel and Message
Jeremy Lasich, Deputy Director
Fairfax County (VA) Office of Public Affairs
jeremy.lasich@fairfaxcounty.gov

2. Why Brand Government?
 40+ County Agencies sending out
information
 Hundreds of publications and letters
using different formats and branding
 Thousands of employees using different
business cards
 1 million+ residents receiving mixed
communications from their government

3. Process
 Common Message, Many Voices
 Ensure a common look, feel, and
message in all county communications,
providing staff with quick access to
county procedures, standards and
guidelines

4. Process
 2004 - County Executive directed the
Office of Public Affairs to guide a
countywide effort to create a stronger
identity for the county and build public
confidence that the county was
effectively integrating its programs,
services and resources.

5. Process
 Core Team formed with five
subcommittees
 More than 50 county employees from
the 20 different county departments
most involved in outreach to the
community

6. Process
 Subcommittees worked for six months to
develop standards, communication
planning templates and communication
resources
 July 2005 Fairfax County Communications
Strategy was launched
 January 2006 – Strategy was implemented

7. Process

8. Process
 Subcommittees worked for six months
to develop standards, communication
planning templates and communication
resources
 2006 Fairfax County Communications
Strategy was launched

9. Process
 Launch included:
– Presentations to Senior Management Team
– Presentations to agencies
– Articles online and in county newsletters
 A lot of positive feedback
 Some pushback as well

10. Process
 2011 – Strategy was redesigned to
coincide with new Intranet
 Rebranded from the Communications
Strategy to the Communications Toolkit

11. Process
 Distributed countywide survey about
information in the Strategy and what
employees would like to see in the new
Toolkit
 Held several focus groups to test site
 Moved from text-heavy pages to more
dynamic content with graphics

12. Process

Elevated topics identified by staff as most
important in their daily work and organizes
information in a streamlined manner

New information was added, such as the
social media policy
 Received 2012 NACo Achievement Award

13. Communications Toolkit

14. Communications Toolkit

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27. Communications Toolkit

28. Communications Toolkit

29. Questions?
Jeremy Lasich, Deputy Director
Office of Public Affairs
jeremy.lasich@fairfaxcounty.gov