Background
Rishon LeZion is a diverse Israeli city of 260,000 residents, blending historic neighborhoods with modern business and innovation districts. The municipality faced a complex communication challenge: bridging the gap between its heritage and rapid urban development while maintaining a close-knit community feel.
The goal was to develop a digital language that connects civic pride with the daily municipal services residents receive. We needed to translate extensive municipal operations into accessible, engaging content that puts the resident first, ensuring a large city still feels like a warm community.
The work
Mashrokit Digital runs the city's Facebook, Instagram, and TikTok channels alongside the client's in-house team. Together, we developed a digital strategy centered around the concept of a "city of families." The content focuses on daily touchpoints, using specific neighborhood names to build local relevance and clearly explaining the direct benefits of municipal projects—whether it is a new local park or an upcoming cultural event.
Beyond daily operations, local realities require preparedness for sudden escalations. We established a structured protocol for managing digital channels during an emergency. When activated, the tone immediately shifts from warm and conversational to official, calming, and strictly focused on delivering life-saving information and precise real-time instructions.
From our work
Ongoing scope
Our ongoing work covers a wide range of civic life, translating municipal investments in infrastructure, education, and culture into clear text, design, and video content. We assist in making municipal services digitally accessible, ensuring the city's narrative is communicated effectively across all platforms.
What transfers
Large municipalities often struggle to make city-wide updates feel relevant to individual neighborhoods. By anchoring content in specific local areas and clearly stating the direct benefit to the resident, local governments can significantly increase engagement. Additionally, establishing a clear protocol for digital channels during an emergency ensures a smooth transition from routine community building to critical information delivery.
Results & Impact
The localized digital strategy successfully reinforced Rishon LeZion's positioning as a family-centric city. By maintaining a consistent, service-oriented presence, the municipality strengthened its daily connection with residents, transforming complex civic updates into clear, community-focused communication.