contentgroup

InTransition 108 – Shannah Hayley – civic pride and local government

How can you turn a disparaging comment on “Real Housewives” into a marketing tool for your city? Shannah Hayley explains how “It’s a little Plano in here” became a meme of civic pride for one local government.

Shannah is the director of marketing and community engagement for the city of Plano, Texas. David Pembroke spoke to her at Content Marketing World about content communication.

This is a reprise of an older episode, where Shannah and David discuss:

  • turning a “Real Housewives of Dallas” insult into a positive meme for the city
  • identifying your strategy
  • the differences between business and government
  • selling the benefits of content marketing in your organisation
  • social listening

Listen to the podcast:

Get it on iTunes

Selected links:

Download the transcript

Connect with Shannah Hayley on LinkedIn

Shannah on the “Real Housewives” local government story

“(on) The Real Housewives of Dallas, one of the characters, non scripted, scripted characters, made a disparaging comment about our city and said, “You know it feels a little Plano in here.” The show actually called out the city on twitter and said, “What does the city of Plano think about this?”

It was such an interesting discussion in the aftermath of what happened within our team. Because my response, and I happen to be watching twitter that night, that’s where the kismet comes in, you know? Why was the director watching twitter? Why was I handling it? Long story, but I just responded. I thought, you know, we need to be where people are. That’s a significant part of our strategy. People were watching that show, so that’s where we were. We responded with a, “Hey, no big deal. We’ll just shake it off.” I didn’t even say shake it off. I had a GIF of Taylor Swift performing Shake It Off, and it went crazy. It went crazy.”

David Pembroke

About David Pembroke

David Pembroke is the CEO and founder of contentgroup, a government and public sector content communications agency based in Canberra, Australia.

He has a commerce degree (marketing major) from one of Australia’s leading business schools (University of New South Wales) and worked in product management for the American multinational 3M. He changed careers to work in media where he spent a decade as a radio current affairs and sports reporter for the Australian Broadcasting Corporation.

He was the communications director of the Australian Rugby Team when they won the Rugby World Cup in 1999 and is a member of the Australian Olympic media team.

contentgroup was founded in 1997 and offers consulting, content production, training and research services. David hosts InTransition, a weekly podcast which examines the practice of content communication in government and the public sector.

More posts by David Pembroke

Like what you've just read? Sign up to our mailing list for weekly updates.

Subscribe to our newsletter
Public Sector Content Marketing Weekly Updates

Like what you've just read?

Subscribe to our mailing list to receive our best blogs direct to your email each week

We will not share your email address to third parties

Like what you've just read?

Subscribe to our mailing list to receive our best blogs direct to your email each week

We will not share your email address to third parties