Creating a Promotional page

Is a Promotional page right for you content? Learn more about this visually appealing content type.

Summary

This is a visually engaging content type that supports a focused marketing or awareness effort. Promotional pages, which are intended to be live for a finite time period, serve as a simple introduction to timely information and typically feature a primary call to action.

Promotional page

These pages guide visitors who have minimal or varying levels of background knowledge to more specific services and resources either on or off Mass.gov. They are not designed as replacements for Organization pages or Press Releases, or to serve as splashy cover pages for Binders or other content.

Linking to Promotional pages

Promotional pages can be linked from a Featured Item Mosaic on an Organization page, Events, or other Mass.gov content types. But they more likely will be accessed via a friendly URL, which might be discovered via external sources, such as a billboard, flier, email newsletter or social media message.

We ask that you apply for friendly URLs via a ServiceNow request at least 1 week before you plan to advertise the web address.

Examples of Promotional pages could include:

  • Awareness campaigns that call attention to a subject (and encourage action), such as becoming a foster parent or getting a flu shot

  • Educational campaigns that raise awareness about an issue, such as the EEE virus or water conservation

  • Bringing attention to a public service change, such as the introduction of Real ID

Note: All CMS users can access the Promotional page content type and create drafts. But you must request Office Hours with the Mass Digital Service team to receive training before publishing your first Promotional page. You must also have editing privileges to publish a page.

Setting an unpublish date

Marketing and awareness plans will drive the need for and creation of Promotional pages. These plans will inform the images, messaging and other content on or linked from these pages.

While Promotional pages allow for up to 10 sections, our recommendation is to aim for fewer rather than more so as to emphasize your core message.

Because Promotional pages are intended to be active for only a limited time, they must be unpublished within 14 months of going live. This will help to prevent Mass.gov from being populated with outdated content. The Unpublish on field can be found on the right side of the CMS screen under "Scheduling options."

Users should unpublish Promotional pages once communications about them has ended, or the content is no longer current. There is currently no reminder system built into the CMS for unpublish dates, so you are encouraged to set a reminder in your team's calendar.