Success story

Centralized communications management system for the City Council of Barcelona

Type of project:

Development of application, Channel Execution

Sector:

Public Administration

Years:

2010-202 

Profiles involved:

Project Management

Frontend IT (Fase I Proyecto) 

Backend IT (Fase I Proyecto) 

Marketing Automation 

Channel Execution 

Visual Design 

Maquetación email 

Data Analytics 

10

Year

of uninterrupted project

x5

Areas

of the City Council involved

+6M

of users

impacted per year

A public administration, like a large private company, must be able to unify communication criteria among its different internal areas to transmit an image of soundness and credibility to its users.

In this sense, for 10 years we have been helping the City Council of Barcelona to manage the various newsletters to citizens via email through a management system capable of unifying the communications of all areas / districts of the city, as well as templates tailored to different needs, unified forms, preference centers and dashboards that allow us to keep track of the results of the campaigns and the status of the database for each area.

Type of project:

Public Administration

Sector industrial

Administración pública 

Years

2010-202 

Profiles involved:

 

Project Management

Frontend IT (Fase I Proyecto) 

Backend IT (Fase I Proyecto)

Marketing Automation 

Channel Execution 

Visual Design 

Maquetación email 

Data Analytics 

Starting point:

The different areas/districts of the City Council of Barcelona needed to develop closer communications with the citizens. The problem was that they lacked a centralized model, so each area was governed by its own criteria, resulting in very different ways of proceeding both in attracting subscribers and in the way of communicating with them, which rarely obeyed the best practices in email marketing.

Objective:

Given our extensive experience in email marketing projects, the Head of the Communications Department of the City Council of Barcelona turned to BeRepublic for help in establishing a centralized model to standardize communications with citizens and establish common best practices criteria for all areas in a simple and agile way.

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Having a partner capable of helping you in each and every phase of your project allows you to define, build and operate your digital tools and processes with the highest quality and efficiency.

Project phases

  • First phase (2010 – 2011):

We established the bases for the process of incorporation of areas of the City Council to this project and proceeded to the definition and development of the application.

In addition to the management system, a single communication process was also defined, regardless of the area involved: data collection would be carried out through unified data forms and users would be able to manage all their subscriptions from a single preference center. In addition, although each area would have different templates adapted to their specific needs, they would have similar structures and formats, giving the City Council of Barcelona a solid image.

  • Second phase (2012 – 2020):

During the following 8 years we have been in charge of the support, standardization and debugging of the work process with the different areas and the new incorporations.

Results

The City Council of Barcelona has achieved its original objective, standardizing the communication process via email with citizens through a model that integrates its different areas.

By using a single process, they have achieved more efficient subscriptions, GDPR compliance and best practices within email marketing.

 

Their trust over 10 years is the best guarantee that we are doing a good job.

“As an example of the effectiveness of this project, both informative communications with the citizen and the areas that issue them have multiplied during these years: from a little more than 300 mailings per month in 2010, we have gone to more than 6 million communications by email in 2020.”

JUAN MARÍN 

CHANNEL EXECUTION MANAGER DE BEREPUBLIC 

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