"How do we ensure that every municipal project gets the attention it deserves?" A question that led to an exciting and innovative service design project focused on creating a sustainable communication strategy for the Municipality of Nijlen.
The Municipality of Nijlen faced a communication challenge. Every employee was allowed to post about projects on social media, but not all projects received the same attention. While staff members were proud of the work they were doing, they often didn’t share it externally. Without a clear strategy, employees lacked the confidence and guidance to effectively communicate their achievements.
Without structured guidance, their message didn’t always reach the intended audience, making it challenging for employees to communicate with confidence and purpose while keeping citizens at the heart of each message.
The biggest challenge was to develop communication strategy that catered to a wide range of employees. From administrative staff to field workers, everyone needed to feel comfortable sharing updates about municipal projects.
At the heart of the solution was a comprehensive communication toolkit. It consisted of five chapters and several practical cards that guided employees through the process of developing their communication plan. This toolkit helped them identify the target audience, clarify the message, and choose the right channels to communicate effectively. Its modular format allowed staff to build a tailored communication strategy that fit the needs of each project.
One of the key shifts we introduced was the awareness around communication channels. Instead of posting everything everywhere, staff learned how to choose the most appropriate channels for specific audiences and messages. The toolkit broke down the characteristics of each platform, making it easier to match content with the right channel and audience.
Each chapter offered practical advice, from setting the frequency of posts to choosing the right timing, and how to maximize the impact of their communication. The toolkit also included clear milestones, making it easier to collaborate with the communication team for more structured and consistent messaging.
"To me, this project was a nice example of how our service design expertise can adapt to the specific needs of a municipal context. By drawing on our knowledge of public sector challenges, we were able to create a communication strategy that truly worked for Nijlen. It wasn’t about reinventing the wheel, but about using our proven approach to find the right solution for their unique situation." Charlotte, service designer
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