ConnectedCity
Role: Product Marketing Manager
Time: February 24’ - Present
Tools: Figma, Notion, Jira, Statistica, MailChimp
Goal: Create an accessibility focused, govtech app that that makes it easier to participate, contribute, and stay informed
Impact: Provide city residents with a tool that fosters a sense of safety, improves local government trust, and creates stronger community building
Introduction
ConnectedCity is a PNJ Tech sector that focused on delivering innovative government technology solutions for local municipalities.
In my role as a Product Marketing Manager, I was responsible for conducting in-depth research on each city's unique demographic makeup, community culture, and municipal challenges. This process involved analyzing population data, identifying key trends, and understanding the specific needs of diverse groups within the community. Additionally, I sought to streamline administrative processes for government officials in order to align administrative capabilities with the needs of residents
Based on these insights, I provided strategic recommendations for app features that would have the most meaningful impact on citizens' lives. These features addressed common needs such as real-time issue reporting, event scheduling, bill payments, and access to vital resources, while also emphasizing accessibility and ease of use for all age groups and backgrounds.
Research
Competitor Analysis
In tandem with our UX/UI designer, we conducted a comprehensive competitive analysis of existing city apps to identify strengths, weaknesses, and opportunities for innovation. This process involved evaluating various municipal apps to understand how they approached design, usability, and feature integration.
The vast majority of city apps suffered from poor design flow and accessibility issues. For example, small buttons, inconsistent navigation, and cluttered layouts made it difficult for users to efficiently access key resources. These design flaws were largely due to the sheer volume of information and services that municipal apps need to provide, leading to inefficient and overwhelming user experiences.
Additionally, the city app market is dominated by a handful of industry players whose offerings tend to look and function almost identically. These apps provide the same limited features, lack differentiation, and often fail to address the specific needs of each community. The standardized, one-size-fits-all approach results in generic user experiences that don’t fully leverage the potential for meaningful community engagement or efficiency.
To stand out, I recognized the opportunity to differentiate ConnectedCity by focusing on customization and accessibility. Moreover, I identified that city officials could streamline resources if they had a dedicated platform that allowed them control of the app, rather than relying on a 3rd party tech company app. This research later informed our rollout of the Administrative Portal.
Product Development
Client Onboarding
Our client was the City Of Montclair. To begin redesigning their app, our team met with the IT Director to understand gain a thorough understanding of Montclair's specific needs, goals, and challenges.
Prior to this meeting I conducted independent demographic research included analyzing key factors such as age distribution, cultural diversity, household types, and primary languages spoken. By identifying these demographic insights, I aimed to anticipate the needs and preferences of Montclair's residents before engaging with city officials.
My research revealed that the majority of Montclair’s citizens were suburban families who highly value community safety and have a strong desire for better communication with city officials, greater transparency, and more opportunities to attend meetings and actively participate in decisions that impact their community’s well-being.
We also explored pain points experienced by residents, including difficulty navigating existing digital resources and delays in communication with city officials. These insights allowed us to design and market an app that addressed these challenges directly, ensuring a more seamless, accessible, and user-friendly experience.
Shown below is the completed Montclair app, which successfully integrates key features while addressing the critical points of accessibility and navigation flow that our competitors often overlook.
The app features large, easy-to-tap buttons and clear, intuitive icons, ensuring seamless usability for all age groups. The navigation flow is streamlined and contemporary, making it easy for users to find what they need without frustration. Additionally, the lively and refreshing design enhances user engagement, setting the app apart with a modern aesthetic that resonates with the community.
To meet city officials' needs, I collaborated with them and the development team to create a administrative portal. This feature is a key marketing point, as it gives cities full control of the app, improving communication and ensuring timely updates for citizens. By empowering city officials, the app fosters a stronger connection between the community and local government.
Marketing
Copywriting and Brand Messaging
I was responsible for developing a clear marketing directive that detailed our value proposition, brand mission, and key differentiators. I conducted marketing briefs and copywrote materials for websites, sales decks, brochures, and graphics that aligned with our messaging and enabled our sales team to effectively obtain contracts.
Feedback Loops
To ensure the success and resiliency of our sales team, I also established both positive and negative feedback loops from sales calls and client surveys. Our development team relied on this data to roll out new and revised features.
Email Campaigns
To reach potential clients, I compiled a client list that detailed the contact information of cities in California. If they did not have an existing app, I’d conduct demographic research to see if they could benefit from specific features like language and age accommodations. If they already had an app, I worked with our UX/UI designer to understand the flaws of the current app and the specific solutions we could offer if the city chose to switch development companies. I also ranked the existing apps by levels of design proficiency, in order to prioritize outreach.
I also launched campaigns to promote new features such as our holiday design pack that would encourage community members to interact with the app.
