portfolio > STRATEGIC MARKETING
DIGITAL STRATEGY & MEDIA PRODUCTION
RVA 311
AvePoint, Inc. | The City of Richmond, VA
Digital Engagement • Brand Awareness • Public Sector Marketing
COLLABORATORS
AvePoint, Inc.
The City of Richmond, VA
Municipal Gov. Comms. Team
TIMELINE
January – December 2018
(12 months)
Credits:
Will Johnson
ROLE
Creative Director
Executive Producer
Marketing Strategist
Brand Strategist
Motion Graphics Producer
Video Producer
Key Contributions
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Strategic Marketing Leadership
Directed a multi-channel campaign to enhance visibility and community adoption of RVA 311.
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Public Awareness & Engagement
Developed messaging and branding assets that clearly communicated the app’s functionality and benefits to Richmond residents.
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Multi-Platform Advertising
Designed and deployed promotional content across web, social media, LED billboards, and transit advertising.
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UX/UI & Digital Integration
Supported web development efforts to optimize the user experience for desktop and mobile users.
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Motion Graphics & Video Production
Led the creation of animated explainer videos that aired on CBS6 and digital platforms to simplify the app onboarding process.
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Despite RVA 311’s importance in modernizing city services, awareness and adoption were major hurdles. Many residents were unaware of the tool or confused by the digital service request process. Additionally, the city needed a campaign that reached diverse populations, including older residents and those with limited digital literacy.
The challenge was educating, engaging, and encouraging widespread use across all communities.
media production
To simplify RVA 311’s onboarding process, I designed, produced, and executed a motion graphics tutorial that became the foundational content for future marketing and adoption materials.
This video clearly outlined how residents could submit service requests, reinforcing the platform’s usability and accessibility. Built on RVA 311’s branding, it set the visual and messaging standard for all subsequent outreach efforts and tactics.
Digital Engagement
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To drive adoption and ensure an inclusive approach, we executed a comprehensive marketing and media strategy:
Messaging Strategy: Created clear, accessible messaging that simplified how the app functioned and why residents should use it.
Video Tutorials: Developed motion graphics explainer videos, featured on CBS6 and social media, demonstrating how to submit service requests.
Digital & OOH Advertising: Designed digital ads, transit posters, LED billboards, and social media campaigns to reinforce awareness in high-traffic areas.
Community Engagement: Partnered with local organizations to spread awareness through on-the-ground outreach and informational sessions.
Outcomes
& Impacts
25% Increase in App Downloads
Within the first three months post-launch, app adoption saw a significant uptick.
Higher User Engagement
Improved awareness and accessibility led to more consistent use and completed service requests.
Stronger City-Resident Connection
Residents felt more empowered to report and resolve city service issues, leading to enhanced community trust.
Widespread Visibility
The multi-channel campaign ensured RVA 311 messaging reached every corner of Richmond, from digital spaces to public transit.