In this episode of Govcomms ‘From the Vault’, we revisit our insightful conversation with Shannah Hayley, which took place at the Content Marketing World 2016 conference in Cleveland, Ohio. Shannah is the Director of Communications and Community Outreach for the city of Plano, Texas, with responsibilities in strategic planning for all aspects of the city’s communications, marketing and community outreach.

Along with David Pembroke, she discusses how local governments can capitalise on unfavorable incidents and utilise content marketing to enhance social awareness for their communities. Shannah shares her successful strategy which turned a disparaging comment from the reality TV show "Real Housewives of Dallas" into a powerful marketing tool.

When a cast member compared Plano to an uncomfortable conversation, Shannah seized the opportunity to transform it into a clever marketing campaign. She embraced the phrase "It's a little Plano in here" and turned it into a meme of civic pride, effectively raising awareness for the city through content marketing.

“It started a whole campaign of ‘It's a little Plano in here,’ and that was a saying that popped up in our community…” - Shannah Hayley.

By capitalising on unfavorable incidents and utilising content marketing, Shannah demonstrated how local governments can increase social awareness and turn challenging situations into positive exposure.

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