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19 82 STAFF REPORT CITY CLERK
` CITY COUNCIL File #1100-25
DATE: September 15, 2015
TO: Honorable Mayor and City Councilmembers
FROM: Christopher L. Foss, City Manager "
SUBJECT: Presentation on the New City of Dublin Website
Prepared by Lori Taylor, Economic Development Director and Public Information
Officer
EXECUTIVE SUMMARY:
Staff will provide a brief presentation on the update of the City's website and highlight its new
design, features and functionality, as well as present an overview of recent marketing and
communication efforts.
FINANCIAL IMPACT:
None at this time.
RECOMMENDATION:
Staff recommends that the City Council receive the presentation.
Reviewed By
Assistant City Manager
DESCRIPTION:
As a result of the City Council's Strategic Initiative to create a comprehensive City marketing
and branding plan to expand communications with residents and businesses, the City Council
received a report from North Star Destination Strategies on February 18, 2015 presenting "The
New American Backyard" branding plan. The plan was developed with the participation of a
citizen's advisory group and was based on extensive research about Dublin and community
attributes. The plan included a brand concept, new looks, logos guidelines, and also suggested
possible actions to implement the plan.
Since February, staff has been working to implement the brand concept. The efforts have
included:
• Development of a two-minute video highlighting Dublin, which premiered at the annual
State of the City event, and is now posted on the City's new website and new YouTube
channel.
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• Development of new "Quick Facts" economic highlights fact sheet.
• Creation of display materials including signage, tent, tablecloths, new glasses for
beverages, and shopping totes, which have been used at the Farmer's Market and other
City events.
• Redesign of City publications (including City Report, Annual Report, and Activity Guides).
• Updating City events, such as Splatter, to reflect brand, and have included the brand look
and feel on signage, commercials, and all advertising.
• City meeting notices and signage are being updated to reflect the new look.
• Developed and distributed a New Resident Guide.
• Updated City office supplies to reflect the new brand. Items such as name badges are
being gradually replaced with the new look. Soon, new letterhead, envelopes and
business cards will be used to match the brand. City-generated maps are also being
developed to match the overall look.
• Introduction of additional translated materials to expand the City's reach to international
economic development opportunities.
• Created branded ads targeting new residents, visitors, and businesses that are being
published in a range of publications, including the Independent, Urban Land Institute,
Diablo Magazine, California Shopping Centers, and Western Real Estate.
During this time, a comprehensive update to the City website and mobile application has also
been underway. The City's website is the primary communication tool with the community and
the new brand presented an opportunity to modernize features and improve usability. The new
site has several new features which staff hopes will encourage residents and visitors to learn
more about our community. Key improvements include-
1. The site has "responsive design" which means that is fully-functional on mobile devices.
(It looks the same on a mobile phone, tablet or full-size computer screen.)
2. The look of the page is simple, with streamlined links to pages and information.
3. New "How Do I..." and "Explore" sections include new content, including a dining guide
and expanded listing of economic development opportunity sites.
4. Prominently displayed translation feature to encourage usage for all members of our
diverse community.
Implementation of the brand is an ongoing effort and will be done over time to improve and
expand our communication efforts. More content is currently being developed for the website,
and staff is encouraging feedback on this version so that we can continue to refine our
communication efforts. Staff is also beginning production of a new short video highlighting why
local technology firms selected Dublin, which will be used in the City's economic development
recruitment efforts. Staff will continue to explore how to expand communication efforts through
more video content and use of social media to help tell the Dublin story to a broader audience.
NOTICING REQUIREMENTS/PUBLIC OUTREACH:
Not Applicable.
ATTACHMENTS: None.
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