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A Brand is a Terrible Thing to Waste.

A Brand is a Terrible Thing to Waste.

Here’s How to Make the Most of Yours.

Article by Cassandra Popli, director of account services, ETA Agency
Conference Diamond Sponsor

The value of branding is recognized by all types of businesses. It’s simply one of today’s most important aspects of doing business. But do governments and municipalities need brands like those of consumer-facing companies? The short answer is ‘yes’. The same brand-building tactics used by major companies should also be employed for public agencies, and the services and programs offered. Every government needs a memorable brand and an effective brand strategy to stand out in the marketplace, and stay relevant and competitive in the ever-changing consumer landscape.

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CAPIO Now Offering the Accreditation in Public Relations

It’s official: CAPIO is only one of nine public relations organizations to offer our members the internationally recognized Accreditation in Public Relations (APR)! The APR is overseen by the Universal Accreditation Board, comprised of representatives from the nine organizations.

“CAPIO members are some of the best and brightest government communicators in California,” said CAPIO President-elect Christine Brainerd, APR, communications manager for City of Folsom. “Joining the UAB board and providing the APR, the gold standard in public relations accreditation, will be an added benefit to our members who want to continue to advance in the  profession through education, expertise and ethics.”

Representing CAPIO on the UAB will be Rachel A. McGuire, APR, communications manager for Western Municipal Water District in Riverside, Calif. McGuire earned her APR in 2015 and has been a member of CAPIO since 2005. She has served on the CAPIO board since 2009 in the roles of president, vice-president - awards, vice-president – conference; and is currently the education and development chair.

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The Basics of Search Engine Optimization

The Basics of Search Engine Optimization
by CAPIO Diamond Sponsor, CivicLive   View article on CivicLive Website

If you have ever received an email or taken a phone call from a citizen who simply cannot find what they’re looking for on your site, Search Engine Optimization (SEO) may be the solution. SEO is a marketing concept that aims at enhancing or changing how your web content is found. The goal of SEO isn’t to increase traffic; the goal of SEO is to match the right people to the right content. Optimizing content for search engines helps alleviate some of the frustrations users of your site may experience when looking for particular information.

Search Engine Optimization and Ice Cream

The internet is a vast and expansive library of information, with search engines acting as the head librarians. If you asked the librarian to find you a few books on ice cream, there may be certain sections of the library she would check, or specific keywords to look for. Search Engine Optimization functions in the exact same way. If we want to learn more about the process for making ice cream, you would hope to find information that details ingredients, the freezing process, and perhaps the history of ice cream making. What we definitely won’t want to find is information related to frozen yogurt, cattle farming, and the beef industry.


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Conference Registration Closes March 24

Register Today for the west coast's premier conference for PIOs being held April 3-6 in San Diego!  Cost is $500 for members, $600 for non-members for the full conference Monday - Thursday.  Day rates also available.  (Hotel costs are additional).

We’re excited about bringing the conference back to San Diego after 8 years.  The event will be hosted at the award winning DoubleTree Mission Valley – known for great service and a convenient location right on the trolley line connecting you to major attractions all over the city.  It is also walking distance to Fashion Valley Mall via walk/bike path and connected to Hazard Center shops and restaurants.

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