Client: City of Edmonton
People hate taxes. And in the case of property tax, their bills seemed to keep getting bigger. For decades, citizens relied on media reports about tax increases and some big ticket items their tax dollars were going towards.
We needed to help the City of Edmonton take control of how the budget was communicated—and get citizens engaged in a bigger conversation about how their tax dollars connect to their everyday lives.
To make people feel better about their taxes, we couldn’t just overload them with dry, complex information.
In addition to the site, we developed and implemented a communications strategy using a variety of social media platforms to engage with citizens about the budget. This was highlighted by a facilitated Ask Me Anything on the Edmonton subreddit with the City’s CFO.
The City of Edmonton received a great deal of unsolicited praise for YEGCityBudget.ca. Most people expressed how much they appreciated the simple and effective way the site delivered such detailed information.
Over the course of the campaign we recorded:
- Over 10,000 visits to YEGCityBudget.ca in single month
- 2,000 social media referrals to the website
- 107 upvotes and 64 comments and questions during the City CFO’s Reddit Ask Me Anything
- Extensive media coverage of the budget on television, print and radio
YEGCityBudget.ca was also recognized for communications effectiveness with an Award of Excellence at the International Association of Business Communicators’ Capital Awards.