Strategic Communications Plan 2021 - 2022 - Amazon AWS

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Strategic
Communications Plan
              2021 – 2022
Introduction
The City of Shoreview is committed to being a connected and engaged
community. Communication is an essential part of government operations and the
democratic process. We recognize the value in citizen feedback and the wealth of
knowledge and ideas that exist within our community. Strong and effective
communication helps:
   •   Build pride and satisfaction within the community
   •   Increase participation
   •   Strengthen the quality of life for our residents, businesses, and visitors
Communications is an important and necessary investment of Shoreview’s
resources. It is also an essential component to the city’s primary functions. Much of
the city’s success is shaped by the quality of our communication efforts. Given this,
a proactive and comprehensive approach is needed to foster effective
communications. This plan is a key element to help our organization develop and
maintain strong communications and meet core objectives.

Guiding Principles
This plan is built on the below concepts. They are meant to guide staff when
developing communication vehicles and strategies. Additionally, they are designed
to:
   •   Share accurate information
   •   Listen to and engage our community members
   •   Promote the value of city services and activities
   •   Reach a wide audience with various tools and outreach methods
Clear & direct
We will strive to use direct and straightforward language to communicate the city’s
policies and programs. To ensure our communications are understandable and
accessible, we will:
   •   Explain technical terms
   •   Avoid jargon
   •   Provide background information
Proactive
We will tell our story first rather than rely on others to react and interpret the city's
actions, issues, and decisions. We will provide information on issues as it comes to

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light to ensure the most accurate and complete information is available as soon as
possible. This will allow citizens to make informed judgements.
Transparent
We will be open in communicating city business and making information available
to all. We will strive to include citizens during appropriate levels of decision-making.
This can include a wide range of strategies from asking for input to encouraging
service on commissions.
Inclusive
We recognize that communications is two-way, both providing information and
receiving feedback. Including everyone in the process builds a community and
feelings of belonging. The goal is to include everyone who wants to take part and to
motivate those who are not currently engaged. We recognize that not everyone
uses the same channels of communication, nor do they communicate the same
way across different demographics. When the city strives to listen to all residents, it
benefits in two ways. First, by building trust and credibility. Second, by ensuring
that the public’s voice is reflected in city policies and programs.
Cohesive
We will create a communication program built on strong themes and cohesive
messaging. Communication should support, reinforce, and reflect the key
messages, goals, and objectives of the city. This will present Shoreview as an
effective organization with a common purpose and direction.

Who is responsible for the city’s communication efforts?
The city’s communications department is responsible for sharing information. They
will use a variety of methods and tools including:
   •   Website and social media
   •   Print communications and publications
   •   Relations with the media and community
   •   Cable television programs and bulletins
   •   Electronic signs and digital billboards

Who speaks on behalf of the city?
Communications staff will work with other departments to distribute consistent
and professional information. Due to the number of communication tools used, the

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responsible staff member varies. Departments should notify the city manager and
communications department before releasing any information pertaining to
emergencies or sensitive topics. Below is a list of responsible staff members for the
top three communication tools.
   Social media and website
   Communications staff are responsible for the city’s website and social media
   pages. Each department has designated employees that are responsible for
   their respective webpages.
   Press releases and printed material
   Each department head is responsible for approving press releases and printed
   materials that are distributed to local media outlets or the public.
   Interviews
   The mayor or city manager is responsible for conducting interviews with local
   media outlets. The city manager may designate others to speak on the city’s
   behalf, particularly if a subject matter expert is needed.

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Communications Strategy
In order to ensure effective communication, the city’s communication strategy
must:
Enhance collaboration and prioritization
Effective teams have a common purpose and intent with trust, respect, and
collaboration. The city will need organizational commitment and willingness to
foster a collaborative environment. This will be needed before standard processes
and procedures can be implemented.
Be responsive to changing communication trends
Communication trends are ever-changing. The city must continue to use new
techniques to provide information that is timely, relevant, and accessible. It will also
need to address the needs of a diverse population.
Gather and incorporate feedback
Regular data collection and review is imperative to evaluating and making
decisions. Data collection will be a mix of public feedback, engagement, and trends.
Provide education and training
Ongoing training in communication practices and techniques is a must for staff.
Staff must embrace learning new technology, and accept accountability for quality
assurance. Simply using new tools will not guarantee effectiveness.
Incorporate key messages
The city will communicate the following key messages to the public on a regular
basis.
   1. The City of Shoreview is one of the premier communities in the metropolitan
      area. It provides quality services, state of the art facilities and public
      amenities, and a variety of housing choices.
   2. Shoreview uses its tax dollars wisely to deliver high-quality services in an
      effective and efficient manner. These services add value to the community
      and have a positive impact on the quality of life.
   3. Shoreview employees are committed to providing outstanding customer
      service that exceeds expectations.
   4. Shoreview is committed to sustainability and environmental efforts that
      enhance our natural resources and community.

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Communications Plan
Mission statement
The following is the city’s communications plan mission statement:
In order to support the city council in achieving their strategic goals, this plan’s
mission is to:
   •   Develop and enhance communication between the city and its residents,
       businesses, and employees
   •   Promote and foster positive relationships
   •   Encourage trust
   •   Ensure accurate and timely information is provided to the public

Target Audiences
Target audiences will vary by program or project. Staff will tailor communications to
meet the needs of each program’s target audiences. Audiences will include:
   •   Residents
   •   Businesses
   •   Visitors
   •   Employees
   •   Media
   •   Other government/organizations

Communication Goals, Objectives, & Action Items
Goals, objectives and items must align with the city’s guiding principles while
measuring success of communication efforts.
Goal #1: Reinforce the city’s identity and community pride to strengthen public
confidence, promote a positive city image, and enhance trust in our city government.
Goal #2: Effectively use established media and emerging trends in communications
to provide open and easy access of information to the community.
Goal #3: Communicate city news and information internally and externally in a
timely, accurate, and proactive manner, so that citizens, as well as employees, remain
knowledgeable on city information.
Goal #4: Support the city council in achieving their goals and specific community
programs. Additionally, facilitate citizen input and feedback concerning city policies
and programs to aid in the decision making process.

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Goal #1: Reinforce the city’s identity and community pride to strengthen public confidence, promote a positive
                                 city image, and enhance trust in our city government
                                                                  Responsible
                           Action Item                                            Timeline Performance Measure
                                                                     Parties
Objective #1: Reflect the city’s mission and values in the way we do business.
1. Communicate the city’s mission and values to staff,         City council      Ongoing # of ways the mission
   residents, and visitors                                     Employees                   and values are
                                                                                           communicated
2. Educate/train new employees to understand that the          Supervisors       Ongoing # of employees trained
   city’s mission and values serve as the foundation for how   Human
   we treat our customers.                                     resources
3. Incorporate the mission and values into:                    Employees         Ongoing # of items the mission is
   • Comprehensive plan                                                                    incorporated into
   • Environmental initiatives
   • Community development
   • Committees/commission charges
Objective #2: Establish positive, ongoing relationships with residents and businesses
1. Continue offering a citizen’s leadership academy every   Admin dept.        2021       Completed academy
   other year.
2. Encourage council to meet annually with                  City council       Ongoing    # of joint
   committees/commissions                                   Committees /                  committee/commission
                                                            commissions                   meetings with council
3. Continue/enhance business e-newsletters                  Community          Ongoing    # of newsletters issued
                                                            development                   annually & percent
                                                                                          opened
4. Continue/enhance the business outreach done through      Community          Ongoing    # of outreach activities
   the EDC/EDA                                              development                   completed annually
                                                            EDA
                                                            EDC
5. Continue/enhance the Access Shoreview newsletter         Communications     Ongoing    # of newsletters issued
                                                                                          annually & percent
                                                                                          opened

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Objective #3: Strengthen the use of the city logo as a brand and develop key messages that reflects the city’s
mission and values.
1. Communicate the city’s key messages to staff, residents,  City council     Ongoing # of ways the key
   businesses, and visitors                                  Employees                  messages are
                                                                                        communicated
2. Incorporate the city’s brand and writing guide into all   Communications Ongoing # of items the brand
   documents, plans, advertisements, and electronic                                     and writing guide are
   communications                                                                       incorporated into
  Goal #2: Effectively use established media and emerging trends in communications to provide open and easy
                      access of information to the community in the most accessible manner.
                                                                Responsible
                          Action Item                                         Timeline Performance Measure
                                                                   Parties
Objective #1: Develop communication tools based on data, feedback and priorities that align with the strategic
communications plan
1. Conduct an internal communications audit to identify      Communications Dec 2021 Completed audit
   process/lack of process, audiences, stakeholders, and                                # of surveys/interviews
   gaps/opportunities in order to drive consistency in                                  conducted
   communications.                                                                      # of documents
   Subtasks:                                                                            reviewed
   • Survey and/or interviews with staff and council
   • Document review
   • Systems/process analysis
   • Critical incident analysis
   • Assessment of current resources, software,
      technologies
2. Conduct an internal analysis of current city-wide and     Communications Dec 2021 Completed analysis
   cross-departmental communications efforts to
   determine:
   • Which methods work well, do not work or need to be
      changed
   • Opportunities to leverage or improve
   • What may be hindering successful communications

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3. Develop a report with recommendations to current            Communications March       Completed report
   communications plan/structure based on data collected                      2022
   and analyzed.
4. Create an inventory of current and future tools that can    Communications Ongoing Updated inventory
   help efficiently reach audiences in the manner in which
   they want to be reached.
Objective #2: Identify key information which community desires to receive and methods in which to receive
them.
1. Use data and trends to identify who is reached with         Communications Ongoing Website and social
   current communication tools.                                                           media analytics
2. Use analytics to measure success of digital                 Communications Ongoing Increased use of
   communications. (Website, social media, etc.)                                          website and social
                                                                                          media
3. Utilize community survey results to identify how residents Admin dept.     2022        Community survey
   want to receive information and continue to ask relevant                               results
   questions in upcoming community surveys.
4. Identify key metrics and methods as well as resources       Communications June        Key metrics and
   needed to track communication effectiveness.                               2021        methods identified
5. Create informative and engaging videos at least twice per Communications Ongoing # of videos created
   year.
  Goal #3: Communicate city news and information internally and externally in a timely, accurate, and proactive
             manner, so that citizens, as well as employees, remain knowledgeable on city information.
                                                                 Responsible
                          Action Item                                         Timeline Performance Measure
                                                                   Parties
Objective #1: Coordinate information across departments to ensure consistency and accuracy.
1. Develop a consistent and sustainable method for             Mgmt. team       Ongoing   Communication
   department heads/managers to share information                                         method created
   among themselves as well as with their respective staff.
2. Develop a staff academy that outlines the different roles   Admin dept.      2021      Academy developed
   of each department and how we work together.                                           and implemented
3. Strengthen and enhance coordination between                 Communications   Ongoing   Completed calendars
   community center and city hall and other departments                                   Annual review of
   for messaging, publication, marketing and promotional                                  analytics
   activities.                                                                            # of meetings held
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Subtasks:
   • Develop an annual calendar of events
   • Create a shareable editorial calendar
   • Share data/analytics regularly between departments
   • Hold regular communication team and cross-
       departmental meetings
4. Create an emergency communications plan to outlines         Communications Sept 2021 Completed emergency
   steps for departments to take during emergency                                           communications plan
   situations.
Objective #2: Enhance and manage websites to ensure content is relevant and engaging.
1. Conduct a website audit biennially to ensure all            Communications June and Completed audit
   information is still relevant.                                               Dec each
                                                                                year
2. Create a digital first plan that prioritizes online         Communications Dec 2022 Completed digital first
   information over print publications. This includes but is                                plan
   not limited to:                                                                          # of items converted to
       • Forms and applications                                                             digital format
       • Program descriptions
       • Maps
       • Budget information
3. Create a process for ensuring programs and events are       Communications Dec 2021 Process created
   consistent across the website, registration system, and     Parks and rec
   ShoreViews to meet customers on their preferred
   platform.
   Goal #4: Support the city council in achieving overall goals and specific community programs. Additionally,
     facilitate citizen input and feedback concerning city policies and programs to aid in the decision making
                                                        process.
                                                                 Responsible
                            Action Item                                         Timeline Performance Measure
                                                                     Parties
Objective #1: Encourage citizens to become more knowledgeable, informed, and involved in city and issues so
that every citizen feels connected and involved.
1. Educate citizens on how to become involved in the city      Employees        Ongoing # of ways citizens are
                                                               Staff liaisons               educated

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2. Identify barriers to participation in the community    Admin dept.        March      Barriers identified
                                                                             2021
3. Create informational guide on how to participate in the    Admin dept.    March      Completed guide
   municipal process.                                                        2021
4. Create internal guide on how to engage citizens in the     Admin dept.    March      Completed guide
   municipal process.                                                        2021
Objective #2: Use decision-making processes that are transparent, encourage input at appropriate times, and
include a variety of ways for community members to participate and influence decisions.
1. Identify opportunities to engage with citizens in a manner Mgmt. team     Ongoing
   that will enhance the decision-making process and
   encourage participation.

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Communication tools – updated November 2020
External: The city uses the following external communication tools to reach its targeted audiences.
               Communication Tool                  Audience                Pros                         Cons
Website (Both city and economic                   Residents   • Comprehensive and           • Information does not
development) – Both the city and economic         Businesses    easy-to-update resource        reach those who aren’t
development use websites to connect with our Visitors           that allows visitors to        online or regular users.
audiences and provide high quality customer       Employees     self-serve                  • Not currently utilizing
service. The websites provide information on all Media        • 27% of residents stated        digital first strategies
city functions such as city council,              Other orgs    they use the website as • May be difficult to
commissions, departments, activities,                           ‘Primary Source of             navigate with a mobile
economic development, and services.                             Information’, which is a       device, particularly
                                                                16% increase since 2015        PDFs and tables.
Social media (Facebook, Twitter, Nextdoor,        Residents   • Allows the city,            • Information does not
Instagram, LinkedIn and YouTube) – The city, Businesses         community center, and          reach those who aren’t
community center, and economic                    Visitors      economic development           online or regular users.
development use social media as another           Employees     to post new material
means of communicating information to our         Media         continuously and
audiences. The city is able to use data to        Other orgs    connect with audience
determine which posts resonate with our                         members
audience, which ones tend to be the most                      • Membership has
useful, and which ones users are seeking more                   increased significantly
information on.                                                 in last two years
                                                              • Allows for two-way
                                                                communication
                                                              • Increases in followers
                                                                and engagement will
                                                                continue to boost our
                                                                visibility across social
                                                                platforms
ShoreViews – The city’s newsletter and            Residents   • Can provide more in-        • Decline of 9% since
recreation catalog includes information about                   depth information than         2015 survey as ‘Primary
city services, programs, news, events, resident                 on social media.               Source of Information’
resources, and community organizations, along
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with community center recreation programs,                     •   Highly read by the         •   Not timely source of
classes, events, and schedules. It is published                    residents.                     news/info
four times a year and is mailed free of charge                                                •   Costly to produce
to residents and community center members.                                                    •   May not reach
                                                                                                  residents in multi-unit
                                                                                                  dwellings.
Access Shoreview – The city’s bi-monthly           Residents   •   Can provide more in-       •   Sent to approximately
electronic newsletter and online summary of                        depth information than         1,200 subscribers –
council actions and up-to-date city news,                          on social media.               4.5% of residents
information and events.                                        •   Additional opportunity     •   Average 47% open
                                                                   to provide residents           rate is high for
                                                                   with information.              industry standard but
                                                               •   Provides direct links to       means approximately
                                                                   detailed pages and             575 residents are
                                                                   event information              actually reading it
                                                               •   Offers a wide variety of   •   May not offer the
                                                                   content                        specific-interest level
                                                                                                  content residents wish
                                                                                                  to receive
Citizens’ leadership academy – This program        Residents   •   Allows residents to        •   Limited spots
was created to promote a better                                    better understand local    •   Requires significant
understanding of local government and to                           government                     time commitment
foster future community leaders. The program                                                      from staff and
consists of six meetings, which are a                                                             residents
combination of tours, speakers, interactive                                                   •   Is not accessible to
sessions, and Q&A sessions, and is offered every                                                  residents who work a
other year.                                                                                       non-traditional
                                                                                                  schedule, those with
                                                                                                  family members to
                                                                                                  care for during the
                                                                                                  evening, etc.
Channel 16 – The city’s public access channel      Residents   •   Can display information    •   Only 21% watch it on a
that provides information on events, services,                     that repeats                   monthly basis
meetings, etc. Additionally, the city broadcasts
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city council and planning commission                                                              according to 2018
meetings.                                                                                         survey
                                                                                              •   Information does not
                                                                                                  reach those who don’t
                                                                                                  have cable
Digital signs – The city uses three digital signs   Residents    •   Quick way to provide     •   Cannot provide more
along Hwy. 96 to communicate and promote            Businesses       information on city          in-depth information
public events provided by the city and              Visitors         events
organizations that are financially sponsored by     Employees
the city.                                           Media
                                                    Other orgs
Various printed materials – The city uses           Residents    •   Provides specific        •   May not always be
various printed materials to distribute             Businesses       information designated       read
information on city projects, documents,            Visitors         to targeted audiences.   •   May be costly to
events, and services. Printed materials include     Employees                                     produce
but aren’t limited to letters, brochures, flyers,   Media                                     •   May become outdated
bi-annual budget, capital improvement plan,         Other orgs                                    quickly
comprehensive plan, utility bill stuffers,
council/commission reports, and
advertisements for the community center.
Public meetings – In addition to city council       Residents    •   Provides specific        •   Information does not
and commission meetings, the city holds other       Businesses       information designated       reach those who are
public meetings to provide information on           Media            to target audiences.         unavailable in
large projects and developments occurring in        Other orgs   •   Staff members are            evenings (typical time
the city, as well as provide the public with an                      present to answer            of meetings) or don’t
opportunity to express opinions and give input.                      questions and provide        have transportation to
                                                                     clear, cohesive              get to meetings.
                                                                     messages
Press releases – The city issues press releases     Residents    •   Easy to write and        •   May not always be
to the local media to provide information on        Businesses       distribute                   read
programs, events, awards, and projects.             Media                                     •   Local newspapers are
                                                    Other orgs                                    closing
E-notifications – Through Constant Contact,         Residents    •   Additional opportunity   •   Information does not
audience members are able to sign up for            Businesses       for the city and             reach those who aren’t
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information on city events and projects,         Media           community center to           signed up for the e-
community center classes, etc.                   Other orgs      connect with audiences.       newsletter.
                                                                                           •   Opened
                                                                                               approximately 46% of
                                                                                               the time
Text notifications – Through Nixle, audience      Residents    • Additional opportunity      • Information does not
members are able to sign up for text              Businesses      for the city and             reach those who aren’t
notifications on weather delays, closures, road   Media           community center to          signed up for text
projects, etc.                                    Other orgs      connect with audiences.      notifications.
Business Matters newsletter – The city’s          Businesses • Can provide more in-          • Is not currently sent
newsletter to businesses that covers recent                       depth information than       out
news and developments that impact                                 on social media.           • May not always be
Shoreview, highlights a local business, and                    • Additional opportunity        read
showcases available events and programs for                       to provide businesses
businesses. Please note that the city does not                    with information.
currently publish this. This is listed under goal
#1 for evaluation.
Internal: The city uses the following internal communication tools to reach its targeted audiences.
               Communication Tool                  Audience                Pros                        Cons
Weekly city manager’s report – The city           City council • Keeps city council and      • May not always be
manager issues a weekly report to the city        Mgmt.           mgmt. team informed          read
council and management team that reviews          team
upcoming council meetings and events, park
and recreation activities, and other projects.
Management meetings – Members of the              Mgmt.        • Provides an opportunity • Meetings may not
management team meet every other week to          team            for the management           always be held on a
review the previous council meeting and to                        team to be informed of       regular basis
keep each other informed of programs,                             what is happening in all
projects, and issues in their own departments.                    departments.
Employee newsletters – Employee                   Employees • Keeps employees                • Is not sent out
newsletters are sent out once per month to                        informed of what is          currently
notify employees of events, new employees,                        happening in the city.     • May not always be
benefit changes, etc.                                          • Easy way to reach all         read
                                                                  employees
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Employee access e-newsletter – Employee      Employees   •   Keeps employees          •   May not always be
access e-newsletters are sent out once per                   informed of what is          read
month to provide updates on department                       happening in the city.   •   May not reach
projects and staff.                                      •   Easy way to reach all        employees who don’t
                                                             employees                    have email
                                                         •   Average open rate of
                                                             84%
Department meetings – Departments meet as Employees      •   Keeps employees          •   Due to schedules,
needed to keep each other informed of                        informed                     meetings may not
projects, programs, and issues.                                                           always be held on a
                                                                                          regular basis

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