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Open Government Products
I was the marketing and outreach intern for Open Government Products (OGP), an experimental development team that builds technology for the public good and also to accelerate the digital transformation of the Singapore Government by adopting novel tech practices. During my tenure, I was involved in several projects - media analytics, branding, strategy, event execution, and market research.
1. Branding & Media Analytics
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Branding / Content Creation
Completed content audit of competitors and conceptualised ways to improve branding across OGP's marketing channels to increase brand awareness, improve click-through rates, and position OGP as a thought leader within the government and in the tech industry.
Designed and wrote copies for #HumansofOGP pillar, internal, and external events.
Analytics
Utilised social listening tools such as SproutSocial to gather real-time consumer insights and performed sentiment analysis.
Generated comprehensive monthly reports on social media analytics and marketing performance.
Performed targeted A/B testing and extrapolated insights from the results, leading to improvements in click-through-rates of social media
Impact
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One-third of the posts I created and boosted emerged as the top performing posts on LinkedIn in 2023 (both organically and non-organically), with both posts obtaining over 50% engagement rate, above the industry average of 2%
Grew social media engagement rate of company on LinkedIn and Instagram by an average of 8% in 3 months.
#TFPG Employer Branding Bootcamp
Purpose
Given the mass layoffs in the tech industry over the past few years, many government agencies were trying to attract tech talents to join the public sector. Given OGP's success in tech recruitment, the bootcamp was proposed to propagate some of OGP's practices to help more government agencies attract tech hires and also to position OGP as a thought leader.
Audit
I completed an audit for several government agencies
(eg. HDB, DSTA, SAF, GovTech) that answer these questions:
1. What are the existing marketing efforts of priority agencies for tech hiring? (owned, paid, earned)
2. What are some gaps in the marketing of priority agencies that OGP can help to fill in through the bootcamp?
Planning / Execution
Based on the audit, I planned and executed the employer branding sessions across 2 days. I also crafted templates and take-home kits on Canva for the engaged agencies to tweak based on their future needs.
Impact
10/13 (77%) agencies signed up to be part of
the TFPG community
Comparing pre-post surveys, 31.25% more confident in employer branding and marketing
activities post bootcamp
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