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HomeMy WebLinkAbout8.2 Communications Work Plan~S~OFDU~Ir~ CITY CLERK ~1~ File # ^0®0"©0 ~~ ~ $~ ~~~~ \C31T t...~~,15~1' AGENDA STATEMENT CITY COUNCIL MEETING DATE: September 15, 2009 SUBJECT: Communications Work Plan for the City of Dublin Report Prepared by: Linda Maurer, Assistant to the City Manager ATTACHMENTS: 1. Proposed Communications Work Plan Outline RECOMMEN A Staff recommends that the City Council review and approve the Communication Work Plan, its main objectives and action items. FINANCIAL STATEMENT: The City Council approved a Higher Service Level for Fiscal Year 2009-2010 in the amount of $57,500 to improve the City's communications efforts. The proposed activities fit within the budgeted amount. Ongoing, annual support for these communication activities, which are estimated at approximately $9,500, will be budgeted as part of the annual budget process, beginning in Fiscal Year 2010-2011. DESCRIPTION: Improving the City's communications with Dublin residents and businesses was established as a City Council High Priority Goal and Objective for Fiscal Year 2009-2010. Staff has been working for the past few months on a plan that would enable the City accomplish this goal. The proposed Communications Work Plan has five areas of focus (main objectives): 1. Utilize the City's website as a primary communication tool 2. Create systems to get quality and timely information out to the Dublin residents and businesses 3. Create more transparency and communication regarding the actions of the City Council 4. Increase the City's community relations/engagement activities 5. Create a unified identity for citizens of the City of Dublin Staff has attached the proposed Communications Work Plan as Attachment 1 to this staff report. The Work Plan provides an overview of the actions needed to address each main objective. If the City Council agrees with main objectives and related action items, Staff proposes the Communications Work Plan be delegated to the proposed Communications Committee to provide policy guidance and direction to Staff on the Plan's implementation. Any major items, particularly those in the broader policy and implementation context, would be brought back to the entire City Council for consideration with a Communications Committee recommendation under the proposed committee structure. COPY TO: Page 1 of 4 ITEM NO. o' Following is a summary of the main action items included in the Plan by objective. Utilize the City's website as a primary communication tool Websites are a critical piece of any communications strategy. They serve as an extension of the character or brand of an organization. For cities, this can be particularly important, especially for business friendly communities like Dublin, where the audiences for the website not only include local residents, but existing and prospective businesses as part of the City's economic development efforts. 1. Website Redesign While the City's current website has served the community well, the existing layout, design and navigation is not conducive to effective communications and doesn't enhance the City's economic development efforts. It lacks the continuum of new and relevant information that more dynamic websites offer, and limits Staff's ability to manage its content in efficient manner. Therefore, Staff is recommending a redesign of the website. With City Council approval of a website redesign, Staff would work with the proposed City Council Communications Committee to design a Request for Qualifications (RFQ) to be sent to graphic design firms with a specialization in public agency websites. The RFQ process is preferable to a formal Request for Proposals (RFP) because it allows vendors to tell us about the wide array of services they provide and often at what cost. In addition, Staff recommends the creation of a community website focus group as means to receive public input. This focus group would be a representative sampling of community members, including individuals from business community, schools and community members at- large. The purpose of the focus group would be so that members of the Dublin community can provide input on the "good and bad" of the current website, as well as those items important to be included in a new website. 2. Change City's Domain Name The City of Dublin's current website domain name is www.ci.dublin.ca.us. Staff recommends simplifying this to www.dublinca.gov. The .goy domain names are becoming commonplace for many communities and are easier to market and remember. Staff has purchased the rights to use www.dublinca.~ov from the Federal Government's domain name registry service. The rollout of this revision will happen over time, so as to not cause additional costs to the City in its implementation. Create systems to Eet quality and timely information out to the Dublin residents and businesses 1. Use of Social Networking/Media Sites Many municipalities -large and small -are exploring the use of social media as a means to stay connected and communicate with citizens because of their increased popularity and usage. These sites enable cities to engage in a two-way exchange of information with their constituents in a time-sensitive way or in relation to programs or campaigns initiated by these communities. However, larger policy and legal questions still remain with social media use -particularly the use of Facebook by governmental agencies. Due to these questions, Staff recommends the proposed Communications Committee review the policy considerations in relation to the City's already established Internet Website Policy and related legal issues, of using social networking sites for Pa9e~ a ~ ~{ official city business. The Committee would then be able to make an informed recommendation to the entire City Council. 2. Utilize Twitter for Important City Information Unlike social media sites such as Facebook, the use of mini-blogs like Twitter enable the City to retain more control over the exchange of information, thus eliminating many of the policy and legal concerns with sites such as Facebook. Twitter has been effectively used by a number of public agencies, particularly in public safety, to provide up-to-date information on emergency situations, street closures or affected roadways, power outages, etc. Therefore, it is Staff's recommendation to utilize Twitter for the limited purpose of disseminating important information to the community. 3. "Push "Technologies -Self-Selected Correspondence While many of today's social networking tools, such as Twitter, push out information to an audience interested in receiving that information; others tools, both new (Really Simple Syndicate- RSS feeds) and traditional (e-mail), exist and should be explored. Staff is recommending that the City identify appropriate push technology programs. Ideally, these services would be incorporated as part of a website redesign proposal. However, Staff believes that standalone options should be evaluated both in terms of functionality and pricing. 4. News/Public Information Page In addition to the establishment of the Public Information Officer function, Staff has created a "News and Public Information" page on the City's website. Currently, this section of the website includes press releases issued by the Public Information Office. Staff plans to add information to this page, including City fact sheets, newsletters and other necessary information. 5. Develop a Business e-Newsletter Serving a dual purpose of achieving communications outreach as well as enhancing the City's economic development efforts, Staff recommends the creation of asemi-annual newsletter for the Dublin business community. This newsletter would be delivered in an electronic format to those businesses that have provided an e-mail address with their Business License application to the City of Dublin and would include general news items and information about the City, as well as specific information on new businesses, expansion, new incentive programs being offered by the City, etc. Create more transparency and communication regarding the actions of the City Council 1. City Council Preview and Briefs for Media and Public The Dublin City Council meetings receive limited media coverage from the local daily newspaper. Dublin's beat reporter is also the reporter for the City of Pleasanton. Both Dublin and Pleasanton hold City Council meetings on the same evening, leaving the beat reporter to select which meeting to attend based on the substance of the agenda. Staff is recommending that, when warranted, the City should issue City Council Previews to the media as well as City Council Briefs following a City Council meeting night, to inform the media and community of the City Council actions. Staff would conduct appropriate media outreach for the Previews and Briefs and place them under the City's News and Information section of its website. 2. Develop a City Council Presentation Protocol Already in effect to some extent, Staff recommends that a formal protocol be followed as it relates to the presentation of "Certificates of Recognition" or other formal recognition at City Council meetings. Staff proposes that a presentation table be placed in the Council Chambers to allow recipients and City Council members the opportunity to stand in front of the dais to formally recognize individuals or groups. Staff will, in turn, take photos of the recipient and the entire City Council and will distribute the photo to the receiving party as a memento of their recognition. Increase the City's community relations/engagement activities 1. Host annual City Council Open House The City sponsors many fun community-based events throughout the year through the Parks and Community Services Department. These events continue to create excellent engagement points for the City as a whole. However, there does not appear to be very many opportunities for the community to engage with the entire City Council in a less formal setting. Staff is proposing the creation of an annual "Open House" event at the Civic Center, where the community can meet one-on-one with their elected officials. The date and time of the proposed event would need to be coordinated based on the ability to attract the largest number of community members. Create consistency and quality in the look and feel of internal and external materials for the City of Dublin 1. Develop the Dublin Shamrock for Marketing Efforts The City Council recently approved the gateway/monument program for Dublin Boulevard. The purpose of this signage is to unify and create continuity along this important arterial corridor. Part of this corridor identity includes the use of a single shamrock to symbolize the City of Dublin. Staff is recommending the incorporation of a shamrock into other mediums and forms so that it can serve as a unifying image for this community. The use of this image and identity would not supplant the use of the City's official seal, as the City seal would continue to be used for official City correspondence. 2. Development of Templates for City Documents; Graphics and Standards Manual While individual departments and divisions have created their own design templates and information, there continues to be a lack of consistency in the look and feel of City materials. Staff is recommending the development of new templates for City PowerPoint presentations, newsletters, brochures, as well as for internal communications. In making this recommendation, Staff is also proposing the development of an easy-to-follow Graphics and Standards Manual to assist in this effort. Staff would likely utilize the Parks and Community Services Department's internal graphic design person to work on this citywide effort. RECOMMENDATION: Staff recommends that the City Council review and approve the Communication Work Plan, its main objectives and action items. Pa~~+~~ ~ ~- a Proposed Communications Work Plan 2009/2010 Main Obiectives: 1. Utilize the City's website as a primary communication tool 2. Create systems to get quality and timely information out to the Dublin residents and businesses 3. Create more transparency and communication regarding the actions of the City Council. 4. Increase the City's/Council's community relations/engagement activities 5. Create a unified identity for citizens of the City of Dublin Proiect Costs: o One-time FY 2009/2010 - $57,500 o Annually - $9,500 ETtilize the City's website as a primary communication tool • Redesign the City website to provide better access to information; make relevant for today's Dublin community • Change domain name to www.dublinca.gov for simplification of use by residents and businesses Crreate systems to get qutality information out to Abe Dublin residents and businesses • Explore the use of social media/networking (Facebook) for the City of Dublin (review legal and policy concerns) • Utilize Twitter - @dublinpio - as a means to disseminate important, late breaking information (public safety, traffic accidents, emergencies, etc.) • Explore use of push Internet technologies that enable residents and businesses to receive self-selected information on an ongoing basis (listserve type services) • Create anews/public information section on the City's website (includes press releases, fact sheets, city newsletters, Council briefs, awards City has received, etc.) • Create a business newsletter for distribution twice a year. Explore use of electronic delivery (utilize Business License database, Chamber listings, Dun and Bradstreet listings) ~.~,~,~- g,a ~ I~siaq ATTACHMENT 1 a ° f °Z Create. more transparency and communication regarding; the actions of the City Council • Develop a Council Preview for media on Fridays before the Council meeting (if warranted). • Develop a City Council Summary Brief for distribution on Wednesdays following the Council meeting to the media (if warranted). Post on City's website. • Create a presentation protocol at City Council meetings increase the City's community relations/engagemenfac~ivitiies • Host an annual City Council "Open House" event at Civic Center (Begin in 2010-2011) Create consistency and quality in the look and feel of internal and external materials for fhe City of Dublin • Extend (incorporate) the use of the Dublin shamrock as a unique identifier/image for the City of Dublin (use in the Dublin Blvd./gateway monument campaign -currently underway). Continue to use the City seal for official correspondence. • Develop templates for presentations, newsletters, brochures, memos, etc. citywide • Develop graphics and standards manual for all materials and websites