2022 BEST PRACTICES AWARDS

New Hampshire Liquor Commission

In 2021 , the New Hampshire Liquor Commission ( NHLC ) surpassed $ 4 billion in net revenue since its inception in 1934 .

The funds that the NHLC generates goes to support education , health and social services , transportation , natural resource protection , addiction treatment and prevention programs . Such a broad description can make the commission ’ s purpose seem unclear , making some stakeholders and customers wonder where the revenue is spent , and why

by Jamie Stafford they should support the NHLC .

To celebrate surpassing $ 4 billion in total revenue , as well as answer the common question of where that revenue goes , the NHLC set out to inform key stakeholders through the launch of a new website , wheredoesthemoneygonh . com . The website aims to take visitors on a fun and informational journey to better understand the NHLC ’ s business , and the positive impact the revenue has had on the state .

“ Our goal for this campaign was to raise awareness and to offer transparency regarding how the funds generated by the New Hampshire Liquor Commission are utilized ,” says NHLC Chairman , Joseph Mollica . “ After setting our goals , we thought about the best way to reach our customers , and designed an integrated campaign that included a digital media aspect , as well as traditional channels of communication .”

When creating the website and campaign , it was important to develop different ways to display information . The website features raw data , interactive animations and a video . Through the website , the NHLC highlights that outlet sales go directly back to the people of New Hampshire in many helpful ways .

“ The greatest challenge was identifying the best way to make the information relatable to our customers and community ,” Mollica says . “ Instead of simply highlighting a set of numbers , we made the stats digestible by representing figures in a fun and engaging way . For example , we demonstrated that $ 4 billion dollars is enough money to pave 4,000 miles of road , or that it would take a person walking 10,000 steps a day for 1,096 years to reach four billion steps .

“ Through this campaign , it was important to let customers know the $ 4 billion dollars were given back to the people of New Hampshire , and that that wouldn ’ t have been possible without their support ,” Mollica adds .

The NHLC gives back to the community directly through government funding , but they also take the time to support those that seek out the agency ’ s resources .

“ As part of the campaign , we also gave away four $ 1,000 gift cards to those who visited the site and entered our contest ,” says Mollica . “ We had over 11,000 entries , showing us customers were taking time to engage with our site . We also received a positive response from local media , generating several news stories and helping us spread the word to more customers throughout New Hampshire .”

Through this effort , the website has proven to be quite successful .

“ We have had an overwhelmingly positive response to the campaign ,” Mollicasays . “ Since launching the website in May 2021 , we ’ ve had over 33,000 visitors and have reached over 44,000 people through our posts promoting the campaign on social media . “ Additionally , we received several comments on how easy the site is to navigate and how educational it is , Mollica adds .”

16 StateWays | www . stateways . com | Fall 2022