2026 Winners

International and Region 2

Service Oklahoma 

Virtual Reinstatement Visit Press Release

Service Oklahoma’s press release, “Oklahomans Can Now Schedule a Virtual Driver License Reinstatement Visit,” published February 20, 2025, exemplifies clear, effective, and engaging public communication. The release announced the launch of same-day Virtual Reinstatement Visits, a modernization effort that allowed customers to complete driver license reinstatement appointments online through secure video meetings.

The objective was to increase accessibility, convenience, and efficiency for customers navigating reinstatement, a process often tied to transportation and scheduling challenges. Many Oklahomans needing reinstatement face barriers such as distance from service locations, lack of transportation, or limited time off work. The new virtual option provided a faster, easier way to resolve compliance issues, aligning with Service Oklahoma’s mission to ease the stress of navigating government services by meeting people where they are.

The release targeted Oklahomans with suspended or revoked licenses, as well as advocacy groups, legal aid organizations, and state partners who regularly assist those working toward reinstatement. Written for clarity and trust, the tone emphasized that reinstatement could now be done from home with the same security and accuracy as an in-person visit.

Strategically, the release served as the cornerstone of a broader communication effort that included social media messaging, website updates, and media outreach. Service Oklahoma collaborated with local broadcast and print outlets, partner agencies, and driver assistance programs to ensure the announcement reached audiences most likely to benefit.

Clarity and tone were central to the writing’s success. The release guided readers step-by-step through the new process, explaining eligibility, scheduling, and the use of Microsoft Teams for virtual appointments. It translated procedural and technical information into accessible language that emphasized relief and empowerment rather than complexity.

Effectiveness was demonstrated through measurable engagement and real-world results. The release generated more than 740 direct views on the Service Oklahoma website, with additional reach through social media shares and earned media mentions. Since January, Service Oklahoma has seen 6,371 virtual visits completed. Service Oklahoma is meeting Oklahomans where they are, with 26.7% of all visits performed virtually, all without a paid advertising campaign.

Out of all 42,885 compliance services, 59.2% are performed virtually or via online portal. Virtual visits now represent 22.5% of all reinstatement transactions, reducing in-person traffic and helping customers resolve compliance issues faster.

Customer feedback highlighted increased satisfaction with convenience and accessibility, particularly among those living in rural areas or without reliable transportation. The program also strengthened partnerships with workforce and legal aid organizations that direct clients to Service Oklahoma for support.

Through concise, informative writing, the press release transformed a procedural update into a meaningful public announcement. It clearly communicated a new, citizen-centered service while reinforcing Service Oklahoma’s commitment to accessibility, innovation, and customer care for every Oklahoman.

Region 1

Maryland Motor Vehicle Administration 

Six-Month Renewal Email

The Maryland Motor Vehicle Administration (MVA) has a standing monthly meeting to review customer trends and performance data. During these “briefing book” meetings, the team discusses goals and strategizes how to more effectively provide a premier experience to MVA customers.

The first briefing book meeting of January 2025 was no different. The afternoon deep dive was a conversation on driver’s license renewal behaviors. Maryland allows non-commercial renewals up to one year in advance of the product’s expiration date; however, very few customers take advantage. For its part, MVA sends out an email reminder one year prior to product expiration, as well as 90-, 70-, and 10-day renewal reminders via email.

The real challenge was to avoid sending the 45-day paper notice that required printing and postage. From that meeting, the team decided to try sending an email renewal reminder at six months. But instead of going with the normal template that customers may overlook as just another MVA reminder in their inbox, we’d shake things up a bit.

While the end goal was to have customers renew their driver’s license before the paper mailing hit the post office, the most important goal was to prepare them with the information they needed ahead of time, so however they planned to make their renewal happen, it would be seamless and easy.

Starting in February 2025, customers six months from expiration had a new reminder from MVA hit their inbox. The subject line, “Time Flies – LOOKING Ahead to Your Next Driver’s License Renewal,” took on new meaning once the customer opened the email and found a GIF of a hawk staring and blinking back at them!

We kept the content simple with three bulleted suggestions to make the next renewal simple and encouraged them to look into what was required to renew now instead of waiting until later in the year. It also helped us to grow our myMVA Online Services accounts by letting customers know that account creation provided access to all of their important MVA information.

The result has been one of MVA’s most successful open rates for an email marketing campaign, averaging 60–70 percent of opens each month. Specifically, for those customers who received our first email for September expirations, eight percent clicked through to check out more information about renewal, and about half of those customers completed the renewal by following the six-month email links.

Customer behavior can be a tricky thing to pin down; however, MVA continues to find that the more we keep our audiences surprised about the content that a government agency can produce, the more engaged and motivated they become to adopt new behaviors in terms of renewal.

Region 3

Wisconsin Department of Transportation, Division of Motor Vehicles 

WisDOT Shines Light on Odometer Fraud

WisDOT’s Office of Public Affairs (OPA) took advantage of a calendar date, National Odometer Day, to raise awareness about the great work DMV’s Field Investigation Unit does to uncover odometer fraud and protect consumers. The goal was to write a news release that highlights the growing issue of odometer tampering and fraud. The news release was designed for broad appeal to reporters and their followers.

OPA worked with DMV’s Dealer and Agent Section (DAS) Specialist Joel Ingebrightson, who reviewed DAS files, compiled statistics, and provided tips to identify odometer tampering.

The news release, “Wisconsin DMV identified nearly 6,000 vehicles with odometer rollback; $37 million fraud loss last year,” is concise and factual with an objective tone. It was sent out in the morning on National Odometer Day (May 12, 2025). The relevant timing gave reporters a hook for an engaging, consumer-friendly story with enough background and time to complete their reporting that day.

This news release included eye-opening statistics, helpful tips, and links to valuable resources for a ready-made story. Links to DMV’s Consumer Rights page and “where to file a complaint against a dealer” were included. It was kept at a modest 900 words but built with distinct sections to provide flexibility for reporters’ space constraints.

To build further engagement, an image of a sample title with altered mileage was included to help illustrate the point and expand multimedia opportunities. This not only was a convenience to the media, but it also sparked interest and ideas.

This approach was highly effective. The foundation of the news release was carried in 14 media outlets, including three that used the image (see attached). National Odometer Title Fraud Enforcement Association (NOTFEA) also featured this on its website. Wisconsin DMV’s Dealer and Agent Section noted a 17% increase from the previous year in the number of inquiries/complaints related to “odometer” issues.

In addition to extensive individual coverage statewide, this engaging news release sparked a story for the national stage. After a reporter for National Public Radio (NPR) received the news release, he approached OPA for broader and unique insights. OPA staff actively responded to his requests, tapped AAMVA communications director for national contacts who could provide nationwide statistics, and set up local interviews.

This NPR story, carried nearly a month after the news release, reached millions of listeners and more through its digital platforms.

At a time when marketing is evolving, the time-tested informative news release continues to be a valuable tool to control the narrative and inform consumers.

Region 4

California Department of Motor Vehicles 

How the DMV Helps Californians Recover from Disasters  

The Palisades Fire was a highly destructive wildfire in Los Angeles County, burning more than 23,400 acres, killing 12 people, and destroying more than 6,800 structures, making it one of the deadliest and most destructive California wildfires on record.

Soon after it broke out on January 7, the DMV mobilized to staff makeshift offices at three Southern California disaster relief centers to offer much-needed services to help survivors get back on the road to recovery. Team members helped to replace driver’s licenses, identification cards, and vehicle registrations destroyed in the flames—vital documents needed to get services and file insurance claims. Armed with laptop computers, printers, and a camera, the teams assisted 9,562 wildfire survivors in completing 6,538 transactions.

In addition, a DMV Investigations team worked with law enforcement partners to identify charred, unrecognizable vehicles with the goal of identifying their owners so they could file insurance claims promptly. The team also developed an app that made information sharing quick and streamlined.

This article appeared in the March 2025 edition of the DMV Spirit Record employee magazine and celebrates DMV team members and their commitment and dedication to serving fellow Californians when disaster strikes.