Maximus
Opening a door to a new model of government
We all know government is complex and, yes, bureaucratic. That makes true change difficult to achieve.
But two events – one barely on anyone’s radar, one monumental – offered a rare opportunity to remake government. Over a year of twists and turns, we helped Maximus make the most of it.
- What we did
- Qualitative research
- Buyer personas
- Message architecture
- Communications plan
- Creative platform
- Site development
- Video
- Content marketing
- Sales enablement
A new strategic approach
First, a shift in the law allowed states to make greater use of contractors like Maximus. But this didn’t guarantee buy-in from agencies wary of government jobs being taken. To make inroads, we helped Maximus move from a reactive stance with government buyers (renewing contracts, responding to RFPs) to a fully consultative selling approach.
Getting into the headspace of the government
From in-depth interviews with governors, political appointees, career administrators and others, a new picture emerged. Government suffers from many gaps – in budget, talent, technology and citizen engagement. This insight informed our strategy and activation, from highly choreographed sales support to a multi-layered marketing campaign.
Rapid response to COVID-19
Halfway through execution, the unimaginable happened: COVID-19. For overwhelmed state agencies, this was a code red. Building on a campaign already well aligned with audience pain points, we quickly pivoted to the new gaps COVID was causing – and showed why Maximus, now more than ever, was the go-to solution.
Results
5 state contracts
for contact tracing
12 state contracts
for unemployment claims
Federal partnerships
with the CDC, HHS, IRS and others