Webcast marketing: Pros and cons

The marketing of Webcast services is seen as necessary but also as something

that could produce unwanted results.

For state organizations that provide Webcast services to government

agencies, advertising Webcast programs is something that needs to be done

but is often one of the forgotten aspects of the process, according to Renee

Klosterman, multimedia production manager for Washington's Department of

Information Services.

"One of the lessons we learned is that people won't just happen to find

their way to the Web site where the video is available," she said. "It's

essential that whoever is the responsible agency work with the [government]

customer's publicity people."

Michael Armstrong, the chief information officer for Des Moines, Iowa,

has quickly learned the same lesson since his city began Webcasting in January.

There hasn't been much marketing of the Webcast facility so far, so there

has not been much business.

"We are trying to cross-market now," he said. "We are doing a series

of short videos for the city cable channel, and we are looking for press

opportunities to help get the message out, as well as producing articles

for our own newsletters. And we'll take advantage of message stuffers with

things such as water bills."

However, not everyone wants to be so aggressive. Cupertino, for one,

is worried about the bandwidth available for Webcasting and what might happen

if demand suddenly explodes because of advertising. The city has 60 simultaneous

video streams available and will be upgrading to 500 streams in the summer.

"We want to be modest about how we introduce Webcasting and get feedback,"

said Pete Coglianese, program director for the City Channel. "Once we evolve

and have more bandwidth, then we'll see what we can do."

Robinson is a freelance journalist based in Portland, Ore. He can be reached

at [email protected]

About the Author

Brian Robinson is a freelance writer based in Portland, Ore.

Featured

  • Defense
    Soldiers from the Old Guard test the second iteration of the Integrated Visual Augmentation System (IVAS) capability set during an exercise at Fort Belvoir, VA in Fall 2019. Photo by Courtney Bacon

    IVAS and the future of defense acquisition

    The Army’s Integrated Visual Augmentation System has been in the works for years, but the potentially multibillion deal could mark a paradigm shift in how the Defense Department buys and leverages technology.

  • Cybersecurity
    Deputy Secretary of Homeland Security Alejandro Mayorkas  (U.S. Coast Guard photo by Petty Officer 3rd Class Lora Ratliff)

    Mayorkas announces cyber 'sprints' on ransomware, ICS, workforce

    The Homeland Security secretary announced a series of focused efforts to address issues around ransomware, critical infrastructure and the agency's workforce that will all be launched in the coming weeks.

Stay Connected