Maximus
Helping government envision a new approach to customer experience (CX)
Name a poor customer service experience. Did you say the DMV? Fairly or not, government’s reputation tends to lag in the service arena. So it’s no surprise that government agencies are now prioritizing CX, and increasingly turning to mega consulting firms for a game plan.
To get Maximus in the conversation, we helped position this longtime government partner as a thought leader with a unique POV and a different kind of CX solution.
Uncovering a market opportunity
The first step to building mindshare for Maximus was to strategically distance them from their competition. Where competitors were commercially-focused, Maximus was government-focused. Where others were purely digital, Maximus was omnichannel.
Using these and other differentiators, we created a detailed message architecture to present Maximus as a more human-centric company with deeper domain expertise. A company that knows government’s job is to get the public to comply, not buy. A company that serves all the people, not just some.
More than just CX… GX
With a new name for its offering – GX by Maximus – Maximus now had a proprietary (and catchy) way to refer to CX in a state and local government setting. Combined with our creative platform – which encouraged agencies and the public to “expect more from your government experience” – the stage was set for our launch.
Serving as a teaser, LinkedIn advertising used our inspiring anthem video to ask prospects to reimagine the CX experience. From there, they were driven to a landing page where they could download an eBook, which helped credentialize Maximus in the CX space.
POV paper shows a depth of knowledge
In addition to our initial campaign, we also provided support for relevant industry conferences and longer-form sales content.
For example, to help Maximus expand into the citizen services market, we created a robust POV paper on improving self-service in state portals. In-depth yet approachable, the paper included extended examples showing how to make government more personal when conducting transactions.
Making it real with a complete video series
Following up our anthem video, we also created a five-part educational series to tell the full story about GX’s capabilities, from service delivery to data analysis. Lively animations and relatable examples pulled in viewers, further explaining the GX category and establishing Maximus as its leader.
Altogether, our campaign is elevating Maximus’ brand image and thought leadership so it can better compete for CX-related contracts. The strategy is already paying dividends as we help agencies advance their mission at the ever-increasing pace of consumer expectations.
Results
Multi-million contract
to create a state portal
155%
video views vs. goal
What we did
Competitive Analysis / Creative Platform / Message Architecture / Anthem Video / Landing Page / Paid Advertising / eBook / White Paper / Educational Video Series