MDOT MVA’s Online Customer Awareness Initiative Garners National Award

GLEN BURNIE, MD (December 17, 2024)
-- The Maryland Department of Transportation Motor Vehicle Administration (MVA) is proud to announce its Groundhog Day at MVA campaign was selected as a Granicus' 2024 Digital Government Award winner. The award recognizes the achievements of states, cities and counties that have elevated standards on the experience of government services to create a better engaged public and a more responsive government. The public campaign won first place in the Service Delivery category for a state government agency in delivering better, more relevant experiences for the public through the strategic use of digital tools and tactics.

Launched on February 2 (Groundhog Day), the goal of the five-week email campaign was to prepare for an unusually high number of customers requiring branch office appointments to renew driver licenses and identification cards. Customers with credentials expiring between February and May 2024 received an email reminder that "The groundhog isn't waiting six weeks, and you don't have to either!" The email included a photo of a groundhog along with the benefits of completing transactions online via myMVA's Online Services.

"Our Groundhog Day at MVA initiative is a clear example of our agency's commitment to providing premier customer service that is responsive to all Marylanders," said Motor Vehicle Administrator Chrissy Nizer. "We understand that our customers lead busy lives and we are dedicated in offering the necessary information to ensure that our customers receive appropriate and timely communication."

Overall, the outreach campaign reached more than 150,000 customers with an average 40 percent email open rate, six percent click rate to renew online, and four percent increase in customers using a myMVA account.

With a myMVA account, customers can complete more than 60 transactions online including common requests to renew a driver's license or vehicle registration, change an address, apply for disability products and verify vehicle emission inspection deadlines. More than 12 million transactions have been completed via a myMVA account since it launched three years ago. In November 2024, the Maryland MVA announced that over two million customers have registered for myMVA.

Since 2010, Granicus has honored government entities and employees who have embraced modern technologies that drive awareness of community programs, improve citizen experiences, transform outdated processes and inspire civic action.

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