diff --git a/app/templates/views/best-practices/benchmark-performance.html b/app/templates/views/best-practices/benchmark-performance.html
new file mode 100644
index 000000000..2661f6b00
--- /dev/null
+++ b/app/templates/views/best-practices/benchmark-performance.html
@@ -0,0 +1,145 @@
+{% extends "base.html" %}
+
+{% set page_title = "Measuring performance with benchmarking" %}
+
+{% block per_page_title %}
+{{page_title}}
+{% endblock %}
+
+{% block content_column_content %}
+{% with title=page_title %}{% include "components/best-practices/nav_breadcrumb.html" %}{% endwith %}
+
+ {{page_title}}
+ Learn how effective your texting program can be.
+
+
+ Several factors determine a messaging campaign’s success, but the performance of previous projects can help set
+ expectations. Get to know what other government texting initiatives have done as a way to benchmark your own
+ performance.
+
+ What other texting studies have found
+
+ When the Center on Budget and Policy Priorities studied WIC, they found key learnings about the
+ quantity of messages delivered, how people engage with messages, and how they take action.
+
+
+ Message delivery
+ Benchmark: 80% of texts are
+ successfully delivered
+
+
+
+
+ Engagement
+
+
Benchmark: Engagement rates with texts ranged from 17%
+ to 26%
+
Appointment requests
+
+
Benchmark: Requesting appointments after receiving texts ranged
+ from 4% to 9%
+
+ The Code for America’s Texting
+ Playbook
+ reported specific learnings around appointment reminders, completing
+ document submission, and maintenance reminders.
+
+ Appointment reminders
+
+
Benchmark: Clients were 79% more
+ likely
+ to keep
+ their appointment after receiving a text reminder.
+
+
Benchmark: Clients were 55% more
+ likely
+ to complete
+ an interview after receiving an interview reminder
+
Document submission
+
+
+ Benchmark: Clients were 6% more likely to complete document submission after
+ receiving a customized list of required documents via text
+
+
Reminders
+
+
Benchmark: Text reminders improved case maintenance rates by 21%
+
Best Practices
+ For texting the public
+ Effectively reaching your audience and supporting your program’s goals starts with strategically planning out what
+ text messages can help you achieve and how to approach a thoughtful rollout.
+
+
+ This set of best practices will help you get an effective texting initiative up and running.
+
+ {% set card_header = "Key elements of a texting campaign" %}
+ {% set card_contents = [
+ {
+ "svg_src": "goal",
+ "card_heading": "Establish clear goals",
+ "p_text": "Start with a singular purpose. Make explicit what you want to achieve.",
+ "link": "/best-practices/clear-goals"
+ },
+ {
+ "svg_src": "compliant",
+ "card_heading": "Follow rules & regulations",
+ "p_text": "Understand what is required when texting the public.",
+ "link": "/best-practices/rules-and-regulations"
+ },
+ {
+ "svg_src": "trust",
+ "card_heading": "Establish trust",
+ "p_text": "Help your audience anticipate and welcome your texts.",
+ "link": "/best-practices/establish-trust"
+ },
+ {
+ "svg_src": "runner",
+ "card_heading": "Write texts that provoke action",
+ "p_text": "Help your audience know what to do with the information you send.",
+ "link": "/best-practices/write-for-action"
+ },
+ {
+ "svg_src": "language",
+ "card_heading": "Send texts in multiple languages",
+ "p_text": "What to know as you plan translated texts.",
+ "link": "/best-practices/multiple-languages"
+ },
+ {
+ "svg_src": "chart",
+ "card_heading": "Measure performance with benchmarking",
+ "p_text": "Learn how effective your texting program can be.",
+ "link": "/best-practices/benchmark-performance"
+ }
+ ] %}
+
+ {% with card_header=card_header, card_contents=card_contents %}{% include "components/best-practices/cards.html" %}{%
+ endwith %}
+
+
+{% endblock %}
diff --git a/app/templates/views/best-practices/clear-goals.html b/app/templates/views/best-practices/clear-goals.html
new file mode 100644
index 000000000..95154bdad
--- /dev/null
+++ b/app/templates/views/best-practices/clear-goals.html
@@ -0,0 +1,201 @@
+{% extends "base.html" %}
+
+{% set page_title = "Establish clear goals" %}
+
+{% block per_page_title %}
+{{page_title}}
+{% endblock %}
+
+{% block content_column_content %}
+{% with title=page_title %}{% include "components/best-practices/nav_breadcrumb.html" %}{% endwith %}
+
+ {{page_title}}
+ Start with a singular purpose. Make explicit what you want to achieve.
+
+
+
Text messaging should be one part of how you communicate with the people you serve, and it is best used to
+ provoke
+ action or influence behavior. Therefore, when starting to plan your texting campaign, it’s important to start
+ with
+ the end in mind.
+
+
+
+
+ To establish clear goals, start by answering the following questions:
+
+
+
+ - Who do you want to text?
+ - At what moments do you want to text them?
+ - Why do you want to text them?
+ - What do you want them to do?
+
+
+
+
+
+
+
+
+
 }})
+
+
Dept. of Human Services: We believe your EBT card may have been
+ used by
+ someone else. Please call the number on the back of your card (888-123-5555) to cancel and get a new
+ one.
+ If
+ you
+ need a new card immediately, please visit your local office.
+
+
+
+
+
+
+ When should you send a text?
+
+
+
+
+
+
+ What to do
+
+
+
Use texting to share timely
+ information, provide critical status updates, or remind someone to do something.
+
Examples:
+
+ {% set list_item_dos = [
+ {
+ "list_content": "Your application is due on…",
+ },
+ {
+ "list_content": "We need more information from you to process your application for…",
+ },
+ {
+ "list_content": "We will be calling you about…at…",
+ },
+ {
+ "list_content": "We will be calling you about…at…",
+ },
+ ] %}
+
+ {% for item in list_item_dos %}
+ -
+ {{item.list_content}}
+
+ {% endfor %}
+
+
+
+
+
+
+
+
+
+ What not to do
+
+
+
Texting is not great for long,
+ detailed instructions or frequent reminders that may be ignored.
+
+
Examples:
+ {% set list_item_donts = [
+ {
+ "list_content": "Your rights and responsibilities",
+ },
+ {
+ "list_content": "How to complete your application",
+ },
+ {
+ "list_content": "Weekly reminder not to share your account information",
+ },
+ ] %}
+
+ {% for item in list_item_donts %}
+ -
+ {{item.list_content}}
+
+ {% endfor %}
+
+
+
+
+
+
Your program may already be communicating with your audience through methods like mailed notices and phone calls.
+ Think of text messages as complementary to your existing communications. Review how well you are currently reaching
+ your audience. Are there methods or gaps that could be supplemented with a text message?
+
+
+ The Department of Veterans Affairs provides a helpful flow-chart that can help you decide if a text message is needed
+ for the communication problem you are trying to solve.
+
+ Use a hypothesis framework to plan your campaign
+
+ Think of your texting campaign as a scientific experiment, and try to articulate what you hope to improve as a
+ result of implementing text messaging at your agency. For example:
+
+
+
+
+
+ We believe that texting [specific group of people] when [this happens or on this
+ cadence] to inform/alert them about [subject] will result in [desired action].
+
+
+
+
+ Review your drafted hypothesis with your team to make sure everyone is aligned on your desired goals. A clear and
+ concise hypothesis can help you decide how to write text message
+ content
+ that provokes action.
+
+ Begin with a small test
+
+ To help you decide how much to invest in text messaging over time, we highly recommend starting small and testing
+ your message campaigns to refine based on feedback and evidence.
+
+
+ Starting small has less risk and more flexibility. It can help you gather data and decide if and how to send
+ more text messages. For example, start by sending one message to a smaller sample of your audience and track their
+ resulting behavior.
+
+
+ At a minimum, make sure to get feedback on your message content from staff, community-based organizations, and,
+ ideally, from people who receive the texts themselves to ensure your messages are clear and actionable.
+
+ Measure performance
+ Building and operationalizing a texting initiative requires time and effort, and you want to be able to demonstrate
+ the results of that effort.
+
+
+
+
+ To understand if your texting program is successful, ask:
+
+
+ - What do you want to be different for your program or your desired audience after a text message is sent,
+ as compared to your current state?
+ - How will you know if text recipients take the desired action?
+ - Do you have access to existing data in your system that you could use to determine whether texting is
+ giving you the results you want?
+
+
+
+
{{page_title}}
+ Help your audience anticipate and welcome your texts.
+
+ People are wary of texts they’re not expecting to receive. Before you send your first text, consider how you will
+ gain trust with your audience and address any concerns of spam. Seize specific moments to reinforce what your
+ audience should expect from your messages.
+
+ Get the word out
+ Before you launch, let your audience know you are adding texting as a communication method. People are more likely
+ to trust your text once they get it if they know that your program is sending texts.
+
+ How you currently communicate with your audience will determine the best approaches to announce your new
+ initiative. Harness channels you’re already using like social media, public websites, mailing inserts, or fliers at
+ key service locations as well as partnering with community organizations to get the word out about your new texting
+ program.
+ An example of key messages in direct mail
+
+ }})
+ A paper mailer sent out by the State of Connecticut, in partnership with Code for America, to get the
+ word out about their new SNAP texting initiative. Flier displays an image of an introduction text and includes key
+ messages to reinforce legitimacy.
+
+
+ Prime your audiences to trust you
+
+ -
+
+
To reinforce legitimacy, include these key messages in your outreach:
+
+ - Introduce yourself – Give people time to get to know your texting communications before you need
+ direct action from them
+ - Phone number – Note the sending phone number your texts will come from
+ - Text types – Be clear on the types of texts you intend to send, how often, and why they matter
+ - Privacy policy– For example, state that you will not collect personal information, including the
+ types of information you will never ask for
+ - Places to verify – Include a phone number, website, or human where people can verify that the texts
+ are coming from you
+ - Opt out – Provide opt-out instructions and a disclaimer for the potential cost of receiving the
+ text
+
+
+
+ -
+
+
+
+
Dept. of Social Services: Welcome to text updates from the
+ {{circle_number(1)}}Department of Social Services. {{ circle_number(2) }}We’ll always text
+ you from
+ this number, save us to your contact list. Our goal is to {{ circle_number(3) }} keep you up to
+ date on
+ your account status. {{ circle_number(4) }} We will never ask for personal details in a text.
+ {{ circle_number(5) }} If you have questions about how we protect your privacy, see
+ state.gov/privacy.{{circle_number(6) }}Reply STOP to stop.
+
+
+
+
+
+ As people receive texts
+ When a person has questions or needs assistance, reaching out for support may be natural for them. Give direction
+ in your texts so your audience understands what to do with the information you provide. Remember, it’s important to
+ repeat consistent and standardized language across texts and programs.
+ Be trustworthy
+
+ -
+
+
+ - Identify yourself in the text message. Use a consistent and familiar program name to precede each
+ text you send.
+ - Personalize with first name. Through A/B testing, Code for America saw an increase in
+ follow-through by 25% if someone’s first name was included.
+ - Use full and direct .gov website URLs. Avoid link shorteners, as they obscure your links and
+ potentially make it easier for a malicious actor to spoof your text.
+ - If providing a phone number, use a familiar phone number and provide information on how to verify
+ its legitimacy.
+
+
+ -
+
+
+
+
+ {{circle_number(7) }}Dept. of Social Services: Hi {{circle_number(8) }}Julie, Your Medicaid
+ renewal is closing December 31, 2023. You can renew online at {{circle_number(9) }}https://www.application.yourstate.gov or {{circle_number(10) }}
+ call the number on the back of your Medicaid card.
+
+
+
+
+
+ Provide helpful auto-responses
+
+ -
+
+
If you're sending one-way notifications, phone carriers allow a single auto-response message that will be
+ generated if a recipient tries to text a response to your message. Use the auto-response to reaffirm your key
+ messages around legitimacy and communicate to recipients that texts are coming from an automated system.
+
+ - Provide a way to contact a human in any auto-response text
+ - Provide information on how to opt out and opt back in
+
+
+ -
+
+
+
+
+ Dept. of Social Services: This number is unmonitored. To {{circle_number(11) }} contact us, call
+ 888-123-4567. We will never ask for personal details in a text. If you have questions about how to
+ protect your privacy, see state.gov/privacy {{circle_number(12) }} Reply “STOP” to this phone number
+ to opt out of receiving texts, and “START” to opt back in.
+
+
+
+
+
+ Be prepared for questions
+
+ Your texting program will only be perceived as legitimate if you get the word out in many different ways. It's also
+ important that agency employees who support text recipients (for example, the call center) are familiar with the
+ texting program. They can accurately respond to recipient questions about them, so make sure you’re priming your
+ delivery staff, especially those who interact directly with your intended audience.
+
+
+ {% set card_header = "Harness trusted communication channels" %}
+ {% set card_contents = [
+ {
+ "image_src": asset_url('images/website.svg'),
+ "card_heading": "Websites",
+ "p_text": "Post banner alerts about texting on your agency website and link to a press release for more information.
+ Publish a public texting privacy policy.",
+ },
+ {
+ "image_src": asset_url('images/community-org.svg'),
+ "card_heading": "Community organizations",
+ "p_text": "Alert trusted community-based organizations that texts are coming and what they look like. Equip them with
+ fliers, posters, and talking points to spread the word.",
+ },
+ {
+ "image_src": asset_url('images/call-center.svg'),
+ "card_heading": "IVR / Call Centers",
+ "p_text": "Consider adding hold message announcements about your texting initiative to further get the word out.",
+ },
+ ] %}
+
+ {% with card_header=card_header, card_contents=card_contents %}{% include "components/best-practices/cards.html" %}{%
+ endwith %}
+
+ {% set card_header = "Prepare your team" %}
+ {% set card_contents = [
+ {
+ "image_src": asset_url('images/grouping.svg'),
+ "card_heading": "Staff",
+ "p_text": "Give all staff a heads-up about texts before and when they are sent.
+ Share talking points on what texts you’re sending, when you’ll start to send them, the phone number they are coming
+ from, and where staff can escalate any issues.",
+ },
+ {
+ "image_src": asset_url('images/project-management.svg'),
+ "card_heading": "Case management systems",
+ "p_text": "When it makes sense, include information about texts being sent to specific clients on individual splash
+ pages or
+ within case management notes.",
+ },
+ ] %}
+ {% with card_header=card_header, card_contents=card_contents %}{% include "components/best-practices/cards.html" %}{%
+ endwith %}
+
+{% endblock %}
diff --git a/app/templates/views/best-practices/multiple-languages.html b/app/templates/views/best-practices/multiple-languages.html
new file mode 100644
index 000000000..13c638d38
--- /dev/null
+++ b/app/templates/views/best-practices/multiple-languages.html
@@ -0,0 +1,30 @@
+{% extends "base.html" %}
+
+{% set page_title = "Text in multiple languages" %}
+
+{% block per_page_title %}
+{{page_title}}
+{% endblock %}
+
+{% block content_column_content %}
+{% with title=page_title %}{% include "components/best-practices/nav_breadcrumb.html" %}{% endwith %}
+
+ {{page_title}}
+ What to know as you plan translated texts.
+
+
+ Sending messages in recipients’ preferred language demonstrates respect, makes it more likely that recipients will
+ understand and take action on the message, and may be required by your agency or program.
+
+
+
+ To send translated messages using Notify.gov you will need two things: a record of your recipients’ preferred
+ language and translation/s of the message template. Notify.gov does not provide translation services.
+
+
+
+ As with messages in English, we strongly recommend user testing the translations with people who speak the language
+ to ensure the messages are understandable.
+
+
+{% endblock %}
diff --git a/app/templates/views/best-practices/rules-and-regulations.html b/app/templates/views/best-practices/rules-and-regulations.html
new file mode 100644
index 000000000..5fe753c73
--- /dev/null
+++ b/app/templates/views/best-practices/rules-and-regulations.html
@@ -0,0 +1,126 @@
+{% extends "base.html" %}
+
+{% set page_title = "Rules and regulations" %}
+
+{% block per_page_title %}
+{{page_title}}
+{% endblock %}
+
+{% block content_column_content %}
+{% with title=page_title %}{% include "components/best-practices/nav_breadcrumb.html" %}{% endwith %}
+
+ {{page_title}}
+ Understand what is required when texting the public.
+ What to know about consent and opting out
+
+ Providing consent and opting out are key ways for text recipients to express their text communication preferences.
+ Discuss your obligation to obtain consent with your legal counsel.
+
+
+ If you do need expressed consent, consider including a pre-checked plain language opt-in (i.e. “It’s OK to text
+ me.”) on
+ digital forms. Be sure to ask for an up-to-date phone number and include a question about the recipient’s preferred
+ language for text messages if you expect to translate your text
+ messages in
+ languages other than English.
+
+ {% set links = [
+ {
+ "p_text": 'The Telephone Consumer
+ Protection Act (TCPA) (47 USC § 227) is the federal law that impacts how organizations are allowed to
+ communicate
+ in bulk with the public via telephone (including text message or SMS).'
+ },
+ {
+ "p_text": 'The FCC has ruled that Federal and State programs are exempt from the TCPA and can
+ send
+ text messages to the public without consent if conducting official business. Without explicit mention in the ruling,
+ local governments, phone carriers, or any texting intermediaries might require it.'
+ },
+ {
+ "url_link":
+ "images/TCPA_Overview.pdf",
+ "url_text":"Download and share our overview of the TCPA with your legal counsel",
+ "is_downloadable": true,
+ "p_text": 'It provides a baseline
+ interpretation to aid your legal counsel in getting up to speed with what might be needed for your program or use
+ case.
+ For additional questions about the enforcement of the TCPA, you can watch a recorded training on public
+ benefits texting provided by the FCC.'
+ },
+ ] %}
+ Complying with the Telephone Consumer Protection Act (TCPA)
+
+ {% for item in links %}
+ -
+
+ {% if item.url_text %}
+
+ {% endif %}
+
+ {{item.p_text |safe}}
+
+
+ {% endfor %}
+
+
+ Opting out
+
+ There is no policy requirement for senders to communicate opt-out options, but including instructions in introductory and/or
+ auto-response texts on how to opt out and opt back in are effective ways to establish trust with your
+ audience.
+
+
+
+ In the US, no matter where texts are coming from, a recipient has the right to revoke consent at any time through
+ any
+ reasonable means. For example, a text recipient can always opt out of receiving text messages from a phone number by
+ responding “STOP”, “QUIT”, or one of several other keywords.
+
+
+
+ Any subsequent messages sent to that number will be blocked by the phone carrier and not delivered. We recommend
+ establishing an internal process to obtain and remove numbers that fail multiple times to avoid continuing to send
+ messages to them.
+
+ Honoring privacy
+ Phone numbers are personally identifiable information (PII)
+
+ When putting together the data spreadsheet (or CSV) file containing text message data, follow relevant security
+ processes for storing and transmitting the file that contains PII.
+
+ Don’t text sensitive information
+
+ Sensitive information should be protected and secure. Social Security Numbers, driver’s license numbers, personal
+ health information, and passwords are all sensitive PII that should not be shared via text message. Consult with
+ your privacy office to understand what information you can and cannot include in a text message. Different programs
+ and jurisdictions may have different rules and interpretations.
+
+ Assess risk
+
+ Consider the risks if someone who is not the intended recipient receives the text message. Establish an internal
+ process
+ to keep your phone number list up-to-date. The FCC offers a Reassigned
+ Numbers Database to identify phone numbers that may have been reassigned since your agency obtained them.
+
+
+
+
+{% endblock %}
diff --git a/app/templates/views/best-practices/write-for-action.html b/app/templates/views/best-practices/write-for-action.html
new file mode 100644
index 000000000..3f226c4d2
--- /dev/null
+++ b/app/templates/views/best-practices/write-for-action.html
@@ -0,0 +1,106 @@
+{% extends "base.html" %}
+{% from "components/best-practices/circle_number.html" import circle_number %}
+
+{% set page_title = "Write texts that provoke action" %}
+
+{% block per_page_title %}
+{{page_title}}
+{% endblock %}
+
+{% block content_column_content %}
+{% with title=page_title %}{% include "components/best-practices/nav_breadcrumb.html" %}{% endwith %}
+
+ {{page_title}}
+ Help your audience know what to do with the information you send.
+
+
+ When writing a text, focus on the person who is going to receive the message and write it for them. Use plain
+ language and provide easy to understand next steps.
+
+
+
+
+ When deciding what types of messages to draft for your campaign, think through the following questions:
+
+
+
+ - What do you want recipients to do when they receive the text?
+ - What will happen if a recipient doesn't take the action you want them to take?
+ - Will you send any follow-up texts depending on if the action was taken or not?
+
+
+
+
Be clear and concise
+
+ - Use simple, everyday language. Keep the text short and clear. Stay under 300 characters.
+ -
+ Say only one important thing per message. Focus on the most essential instructions and information. If there are
+ multiple actions you want someone to take, consider sending a series of well-timed messages.
+
+ - Use a neutral, direct, and professional tone. This works better than a friendly or overly casual tone.
+
+ Build conditions for action
+
+ -
+
+
For example, getting a person to update their mailing address:
+
+ - Clearly state the information and the response you want the recipient to take.
+ - Point directly to where the action can be completed, not to more information.
+ - Make sure the action can be completed via mobile phone, like calling a person or going to a
+ mobile-friendly URL.
+
+ -
+ Include at least two options for a recipient to take action. Some recipients may be more comfortable talking
+ directly
+ to a person, while others may prefer a web-based experience.
+
+ - Consider clearly explaining any consequences if the desired action is not completed.
+
+
+ -
+
+
+
+
{{circle_number(1) }}State Medicare Agency: Hello, MEDICARE has
+ attempted to
+ send you an update about your claim, but the mail was returned.
{{circle_number(2) }}Please go to
+ https://www.medicare.gov/account/login?utm_source=TEXT, {{circle_number(3) }}log in to your account, and
+ click “My
+ Account Information” to verify that your address is correct. If you are having difficulty logging in,
+ {{circle_number(4) }}call 1-800-MEDICARE for assistance. {{circle_number(5) }}We will attempt to send the
+ mail again
+ in 14 days.
+
+
+
+
+ What provoking action looks like
+ Evidence shows that employing
+ behavioral science is an effective way to increase the
+ likelihood of a recipient
+ taking action upon receiving your text. Keep in mind these three foundational principles while drafting your text
+ message:
+ {% set card_contents = [
+ {
+ "card_heading": "Feeling a sense of ownership can influence behavior.",
+ "p_text": "Example – Don't miss this chance to get free internet or $30 per month off your internet bill.",
+ },
+ {
+ "card_heading": "Individuals are strongly influenced by others’ behaviors.",
+ "p_text": "Example – Thousands of residents already get an
+ average of $113/month in money for food.",
+ },
+ {
+ "card_heading": "Individuals perceive losses more powerfully than gains.",
+ "p_text": "Example – Contact us for potentially unclaimed free
+ internet services that belong to you.",
+ },
+ ] %}
+ {% with card_contents=card_contents, text_align='left' %}{% include "components/best-practices/cards.html" %}{%
+ endwith %}
+
+{% endblock %}