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HomeMy WebLinkAbout3.a Marketing/Communications Plan DatesCITY OF ROSEMOUNT EXECUTIVE SUMMARY FOR ACTION City Council Meeting Date January 12, 2005 AGENDA ITEM: Marketing /Communications Plan dates AGENDA SECTION: uPlw ES PREPARED BY: Alan Cox, Communications Coordinator AGEND ATTACHMENTS: Final Marketing /Communications Plan APPROVED BY: RECOMMENDED ACTION: For Council's information ACTION: At the Council's work session in November, the communications coordinator distributed a draft marketing and communications plan for the City The draft version did not include dates for the action items included After reviewing the resources available through the 2005 budget, and with the review of the assistant city administrator for priorities, the plan is now available with specific dates Few of the dates are mandatory, most can be modified based on Council preferences or other changes in the flow of work requiring communications efforts The plan must be flexible to take advantage of the latest opportunities For instance, recent Council action has led to a late revision to the timeline to move up preparation of economic development mailings One challenge presented by the timeline is that it is frontloaded early in the year, and some items may need to be delayed c ty o Foos 'M ount unications plan mar an com pEG EMBER Zpp4 Marketing COmmittee ,lamie Verbrug9e' City Adm,n,strator Q awn Weitzel, Assistant CM Administrator City Englneer An Brotzler orks Superintendent ook, public �N police erector Rick C Chief of p ment D Ga ry Kalstabak mu ,ty Dev Kim Lindquist, Co Direct Finance or Recreation Director Jett Schultz, Parks and protect Engineer Anthony Aderhold CoorC'e k r Alan Cox, Communications �nta Lehr, Accounts Payable Virg A dahl, su pervisor Cason Lin Lisa Maurer, Recreation p Tim Murphy, police Officer Todd Ratzlaff, Maintenance Worker P Executive summary In its goal setting process for 2004 -05, the Rosemount City Council identified the need for an emphasis on marketing and communications efforts by City government Shortly after the Council's determination of its goals, the Assistant City Administrator convened an internal marketing committee whose members included all department heads and a staff member from each department Staff members on the committee devised marketing plans for their own departments Drawing on those plans and on the suggestions of a strategic marketing consultant, the staff created the overall marketing and communications plan in this document The plan recognizes the Council's direction that residents and businesses must be involved in the change process for the community To generate support and consent for change, residents and businesses must be comfortable with City government's efforts that have been carried out so far and that are envisioned for the future The plan points toward aggressive means to inform and involve stakeholders of Rosemount in those changes Based on the committee's work and the input of the consultant, the plan illuminates key messages for the City's marketing and communications efforts The possibilities that appear most fruitful are the unique level of pride that citizens have in their community, and the opportunities for public and private progress that Rosemount offers The plan provides the foundation for a refreshed approach to the City's visual identity system In conjunction with the departmental plans that led to it, the ntt'es to P romote ortu the G'tY with a ol u�de the levera9a initiatives 'raging effed've approach pions s message and and of f'nanc'al' stem our staff wdl be as we visual I d e ntity sy for 2o0 they anse and the approval of th 1 15 venta9 e G+ty Mies as e Ol 0PP rtun t With t h e budg o ake ad of Rosemoun in cluded' n erly positive story P eat e them to tell the creat FtesPecffully s""M'tte" Jame vOoNgge city Administrator d communications Plan nt marketing an ssa9es, tools, poSe mOU oats, audien6es, me ervices th and that C?lty of Ian s to identify 9 residents of s mount, to inform Rose pecemb m future er 2�p4 The purpose of the p or business in Ros strategies, and tactics t estto1liv living es doing that will take p ace in the advantag rntt for C prep hang Purpose a vadable a a n d a Gomm will mote itself and to be hich it residents a The C�tY of Rosemount Gomm its to pro uahty of life and in which its residents that to an exceptional q nde community unique level of P gu,mmarY and businesses feel a Go vernmen t .Provide services .Provide information -Resid .gusmess owners .Other governments Rosemount's products and services *Recreation .Public safety •Financial services *Public works /infrastructure .Employment opportunities *Education, from pre school to continuing adult I How the City measures its success I *People move here *People utilize services .Few negative responses from residents *Businesses created .Reinvestment (residential and business) City government will use this approach in promoting itself as a provider of quality services and pertinent, accurate information to its citizens and businesses, both current and prospective Elected officials will be able to judge the effectiveness of these efforts in the years to come by measuring population growth rates, levels of services utilization, business creation, and reinvestment in the community The survey of residents scheduled in 2005 will provide a baseline for measurement of subjective qualities such as level of pride and the effectiveness of key messages The City's competitors Apple Valley, Inver Grove Heights, Eagan, Lakeville, Hastings, Farmington s p ertise CounC�V unity and supp °rt, C Vtren the mundy, offerings, low Crim ra .Actively involved C° extensive recreational ark system other 'Stron policing ntowns and high onswe to resident to Central City dow resp roads, access .Fis fanned City cally well -p .Plentiful land h p h am enities To ntown a sine of residents from .Ex +sung dow s idents and t es compared attraction advantag shared far the ounti s c ompetiti on ako t a County Rose c mmuni leade e r t�se of staff. The C faces ci ties in D ent by 1 exp ding active involvem and profess) am of orga af{Iciais the surroun inc elected o t{ clals, an t sp d prOg o10 with those cities stem h ervice p ending values am s trong park sY orted by h�9 overnmen goals overnment offers a mumty supp roach tag an d nx of City 9 a safe fiscally responsible app gut the degre eopie to Tema n� 'mmltted t° a attributes ber °f p or alt °t thelead an increasing num ma y offer so uaHty features these ether c�t�es hJ h q cone ove to Rosemount choose to m 11 at the c s its c asttential for growth .Give new businesses PO t school distract .Raise children in an excep More vaned and affordable housing .plenty of land comm spirit from Irish identification .Safe com unity p .Sense of Comm ective residents who seek a sm The city all -town feel in a 's custom asp larg .Existing and p entrepreneurs and 9 contemporary suburb rOsPect Burin P owners, current and P missions .Business Rosemount com Operators Overnment, from federal to R .Other levels of 9 access to the Of land with cons tr ie Dow T ao n distnct with aundy s lenty It has future he com Rosemount offinet opolitan area ortumbes for the rgets new families' centers of the rimary akes it attractibuto esses- historical basis and substanUa o growth P°tentiaa d established e ntreprene urs, r (V Lli- .Website, newsletter, utility insert .Meetings on cable access .Handouts, direct mailings .News releases to newspapers .Word of mouth .Chambers of Commerce economic development marketing group .Dakota Futures (countywide .private businesses .Electronic sign on Hwy 3 .Employees .Real estate agents to reach I ts targets The The City currently m d utilizes th andtcommunity organ zations, to traditional means rang efrom to cable newsletters and brochures, to electronic billboards and news releases, N and the Internet .Funding q uarterly newsletter .production and budget constr (failings uar in bulk mail and online) .Gaps in reaching entire pop other heavy industry) .Restraints beyond control (rad line, refinery, .Staff time resources residents .Flexibility limited for ways to reach busy .Out -of -date visual presentation of community identity, detracting from professional appearance W Still, Rosemount faces a number of challenges to marketing itself effectively. The City is identified by many non residents largely by its largest landholders: the refinery and heavy industry in the northeast end Overweighting of residential property in the City's tax base force limits on public spending and the availability of staff resources for additional initiatives The single communications effort that reaches the most people the City quarterly newsletter— has many limitations and is only one vehicle in reaching the population Heading in the right For residents to give their support or informed consent for change in a direction community, they need to be convinced that their city is building an attractive setting for current and future residents If residents believe that the city's work to date has been successful and that the results of future change will be consistent with what the city has already done, they are likely to consent to change The City will need to continue to be aggressive in involving residents and businesses in the change process As changes continue to take place in the community, it will be important for the City to be aggressive and creative in finding more ways to inform and involve stakeholders As a starting point in finding those ways, key stakeholders were questioned about their perceptions of the proposed messages and the suitability of the current logo (See appendix) 10 f t supPo ed and strongY s�990mY to develop t rolects This w lk s tes ld be m trateg future shou e comuni cated co of DveCa ount s The vision must b in all relevanN Ah the "plan P vision for Rosen t de al T unitY City materials an throughout s tha hoot the com d businesses Message un y vision nts an n lated keY be done in °onlunction w'th re Com It reside stones the vision success ects) in achtevn9 is and businesses the sta {t pr is and residents Ciy volunteers, with den t ent, that residen can The City needs tO bate as developm the support results) This niuni s, alo tY ng surve prac y d tices that o ther ss withn the com L, t1tativ d m easured ition (pla Commvyjn c ake suc cess qualitative and e as eer reco9 busne accomplished through p also be bers of Com cities can merce as I d Cham to residents enlist the p and ma otmmun catng themes public s The City should munity vise °n partners in the com to do a better and businesses and a process enabling the p r t n ersOPs with tools due to chang rov s t arise dress tho$e concerns staff be pcerns that may o ig als a n9 potential con essages that a Cit of i rb dentify peveloPm ent of tools ICiry to begin early in forecasting m 11 Key messages This is an overall marketing /communications plan which encompasses a number of strategic communications efforts As such, messages need to be developed for each strategic effort Community vision A set of key messages needs to be developed that center on articulating the community vision, how the City can achieve the vision, and how the City is successfully attaining that vision Messages must be crafted with both current residents and the rest of the metropolitan area in mind Community outreach Rosemount will use volunteers from throughout the community to be additional sets of eyes and ears that keep a finger on the pulse of the community In this way, staff is attuned to what key messages need to be developed City survey, business survey, Realtors' survey a set of key messages should be developed for use in the collateral materials which express the key findings of the surveys, including the comparison of how Rosemount ranks with others (Staff wdI also consider an opportunity to pay for a question to be included in a statewide survey conducted by the University of Minnesota to fudge perceptions outside the community.) Outside view of Rosemount A set of key messages need to be developed that will be used in external marketing efforts for the community Focus on Rosemount's selling features (such as survey findings) and dispel myths about Rosemount 12 Tools Development of a survey results brochure A promotional piece that highlights mayor survey findings, uses photos, pulls quotes from residents and businesses, and adds other facts about the City It would be sent to residents, businesses, included to informational packets for new residents, Realtors, businesses, developers The same themes would be included in a cable N production survey findings, community vision, and solicitation of additional resident and business input To enhance the City's image and professionalism, a new visual identity system should be implemented Use of the refreshed logo would occur as existing supplies are consumed, and as standard maintenance is performed on vehicles and equipment. rVu_ )nsiomt Due date Prepare notebook for de Ranitz, Cox 2/28/200! she guid elines Schedule transitions for Department heads 03/31/20( items with old locos To communicate Rosemount's unique values and points of difference with competing communities, a simple taglme should be created and integrated into City communications where appropriate Each department will submit a communications initiative to support the City's key messages and leverage existing opportunities without additional spending 13 com mittee cask Marketing Meeting Ian departmental marketing committee 02(28!2005 initiatives Marketing Present depahirental informal marketing initiatives es most effectively, elected officials m communicate City messages Help s hould be offered media training shou Due date o p+cs for mearQ`at -a- Sign ups for two- time media training se s� media training Perform Council members, PA chair Counci members the effectiveness of its marketing efforts, ud in9 utar basis With an research on a reg the -f maintain accurate data for 1 g ga uging strategies the City must conduct resident surrey adequate number of questions dev oted to marketing i ssues and to Research t 's responsiveness to the concer of residents and businesses. ns Ci Y 14 date resident survey in field A _,,,.,c,' of resident team, the City should conduct To judge Similar for the business community, a survey of businesse business Distribute business business result_ the real To judge similar measures real estate should conduct surveys industry and its customers, the City agents 15 date �Indqutst, Cox ask lkl estate uestions acre un D IStnbute questn Ire eti Lindquist, Cox at Realtor "exit ,tefvie`N" to pnalyZe real estate osemountI an their results is choose to leave R ers who close why some r sh be sent to utility custom To learn survey Due date the form of a 112005 PSp accounts on sibit+t 031 in1 1200 5 Trve F +Hance Begin inal d +sto button w ith water bills MCEItlon network Its commu l e vel suring en rom to person on Iss ues find ways tO reinforc erson feedba ould a rassroots, p c lear ee$ Its "front line octant Rosernount d businesses on 9 is an alwaYs r W ith Itss emp hbors the imp support resides staff are w ll work a nd neig to develop Fa�e.tp -face strategies CItY officials acid City to share with frien designe the community Th them in a proces to and equip s vision Due u +p educa a bout ROs e Rsp p41151200 themes onsib' i ash ssion overv1e'N „rkP.bn( 16 Rose m ount, staff will offer assistanc resenst st a k eholders of the state of the City address To present a report to the stakeholders of to the Mayor m h,s p resen ta ti o n pue date Tasf state of the City address an+ze monthly Pe service to residents, the City should org To emphasize p elected officials informal meetings or coffees ho by pue date .4 ask Hold t Mayo ffocs ee Cox session ment information, the To provide additional opportunities for access tog overn give residents who don't uter City Hall lobby Band state sites erV1Ce City will install a comp m tto he access Crty, coun have y, Customer have Internet service a way pue dates strategies Responsibi 1pi0112 Task uter Weitzel Install public comp nter or at Community 11 he CitY's PubUc website should be reorgan1Zed f emphasi d person son sery +ce t hasis. p dat with a 'how Res on t 11 t 0211512 Internet strategies de Ranrtz, Task Cox, New web artwork Gov0ffICe r o al in {O Og1Q rating visu 200 Cox n n� 1200 atic reorgan1za ent, a g reater Them Get governor elected off +coal of wems k figures C cli s of public S ense of ld be place personal coma 1 d on and video P To give residents �blic website shou n the p through Personalized pages pages department heads) d events Due date meetings an ��nns�bd� 0212512005 [as K f neW web p5lu�ic Creation Council Cox es for_f new P web a bulk email Creation artments m essages ,,sages age for de relevant m hundreds of m wlth with timelY to send along interested audiences with the cap faalitY maintenance, Yo reach e employed das and CI Y system should b m ee t in g ages kly up date on topics such as m Cr We e wider diistnbuUon of the y M cost 1mPiement buIK a Program of ope dated fac�lit�es, ded n s stem as nee the need for up I� should be scheduled To help citizens un oi acil W5 Due houselpublIC tours e showlopen Res onsibA� 04!15!200 Trad vent m arketing -cask Cox ho USele Obtain COOn Public strateg1eS guidance at goal sett'ng 19 Printed media strategies To improve the attractiveness and impact of the City's quarterly newsletter, a redesign should be implemented Task Responsibility Due date Obtain quarterly Cox 12/17/2004 newsletter proposals from enters Council 09/01/2005 Redesign quarterly Gritz, de Ranitz, Maurer, 01/10/2005 newsletter Cox Rirst deadline for Maurer, Cox, 02/08/2005 redesigned quarterly Department heads newsletter (Spring issue) Deadline for Summer Maurer, Cox, 04/12/2005 newsletter Department heads Deadline for Fall Maurer, Cox, 07/19/2005 newsletter Department heads Deadline for Wmter'05- Maurer, Cox, 11/15/2005 '06 newsletter Department heads To achieve repetition with its key messages, the City should explore bimonthly publication of its newsletter Task Responsibility Due date Devise cost estimate for Cox 08/15/2005 bimonthly newsletter Consider bimonthly Council 09/01/2005 newsletter change during budget process 20 involved, the CAY Should create a single To keep busipe ax or mail ng targeted to business interests Due date page bimonthly ^r�nnslbild ng115f2005 st tissu� is sue Cox, uent busness Development 12I15t2005 Subsea Community is e Cox, subsea vent busness Development City should Issue rospectNe residents, fron s messages n fro ta o 9 p the CItY' fax or mating eted to real estate p N— Tokeep single -Pag Due dat— _e_ create a �tir�512005 Cask Cox, Frrst issue of real esta e pevelo meet -anon enodic newsletter the City should create a p To attract new dev elo p ment targeted to developers 21 COY, TasK Plan develosublerl publ+cat+on develope Subsequent develope' issue ctoN Packet of information should be w p date residents, an +ntrodu To welcome n e d+stnbut Respons+b+lj ontheads 03(151200 Cask resident Co)(' Assemble new ('nX .Oniu I dew bu fe s+dent PaC an d developers, t e read for distrit busine wts ype p bi+ctat on with the Chambers of To maintain the City s v a� b azme should explore a m g pue date G+ty 11101120p5 comme �esPon +b+l+ asK NDCGG on 22 appearance of printed material issued by the City, To ,,,rove the pr°fessio crea a sty manual should be Due date h111tV nvir)120 i dam of City style Publlcatson manual a regular ervise production of the City should sup focusing on the community To reach more residents, overnment activities, ro ram on g d key messages me dia cable access P ourifs future an pue date B vision for Rosem Res onsibdit 05!011 strategies Task coX Purchase multimedia Og i/ 1010 2045 computer options Cox $egin reviewing P for regular cable for expand ro rammin n, to ent and the need should develop the capability produce special To promote e City should level e distribution p facilities ,p aat� presentations for cable and tape nalbilitY nR/0112 lasi� n o tions Beg in review+ g P for special cable 23 e C+ty should explore options to permit For the convenience of citizens, the s over the Internet NeW productlservices registration for services or program strategies onsibilit Due date Resp 02101120 Task Schultz, Weitzel n.ccnss online 24 Task Responsibility Due date Obtain quarterly newsletter proposals from printers Cox 12/17/2004 Plan developer publication subject areas Lindquist, Cox 1/1/2005 Propose resident survey questions Mana ement team, Cox 1/1/2005 Redesign quarterly newsletter Gritz, de Ranitz, Maurer, Cox 1/10/2005 First issue of developer publication Lindquist, Cox 1/24/2005 Meeting to plan departmental marketing initiatives Marketing committee 1/31/2005 Discuss online recreation registration Schultz, Weitzel 2/1/2005 First deadline for redesigned quarterly newsletter (Spring issue) Maurer, Cox, Department heads 2181200 Obtain bulk email cost estimates Cox 2/15/2005 New web artwork incorporating visual info system Cox, de Ranitz. GovOffice 2/15/2005 Resident survey in the field DR] 2/15/2005 Creation of new web pages for Council Cox 2/25/2005 Prepare notebook for style guidelines de Ranitz, Cox 2/28/2005 Present departmental marketing initiatives Marketing committee 2/28/2005 Create exit survey Cox 3/1/2005 State of the City address Mayor, staff 3/8/2005 Create schedule and topics for media training Cox 3/10/2005 Analysis of resident survey results Staff and DR] 3115/2005 Assemble new resident content Cox, Department heads 3/15/2005 Hold first Mayor's coffee session Cox 3115/2005 Publication of City style manual Cox 3/15/2005 Schedule transitions for items with old logos Department heads 3/31/2005 Revamping of homepage Cox 4/1/2005 Begin exit survey distribution with final water bills Finance 4/1/2005 Implement bulk email system Vendor, Cox 4/1/2005 Propose business survey questions Lindquist, Cox 4/1/2005 Propose real estate questions Lindquist, Cox 4/1/2005 Deadline for Summer newsletter Maurer, Cox, Department heads 411212005 Sign ups for two -at -a -time media training sessions Council members, PA chair 4/13/2005 New resident packet ready for distribution Cox 4/15/2005 Obtain Council guidance on public tours at g oal setting session Cox 4/15/2005 Overview session for staff on marketing Cox 4/15/2005 Creation of new web pages for departments Distribute business questionnaires Cox Cox 5/112005 511/2005 Distribute questionnaire at Realtor meeting Cox 5/1/200 Perform media training Council members, PA chair, Cox 5/1/2005 Purchase multimedia computer Cox 5/1/2005 First issue of real estate publication Cox, Community Development 5/15/2005 Subsequent developer issue Lindquist. Cox 5/20/2005 Analyze business survey results Lindquist, Cox 6/1/2005 Analyze real estate results Lindquist, Cox 6/1/2005 First issue of business publication Cox, Community Development 6/15/2005 Deadline for Fall newsletter Maurer, Cox, Department heads 7/19/2005 Begin reviewing options for regular cable programming Cox 8/1/2005 Begin reviewing options for special cable programmin Cox 8/1/2005 Devise cost estimate for bimonthly newsletter Cox 8/15/2005 Subsequent business issue Cox, Community Development 8/15/2005 Consider bimonthly newsletter change during budget process Council 9/1/2005 Thematic reorganization ofwebsite Cox 9/1/2005 Subsequent developer issue Lindquist, Cox 9/20/2005 Install public computer at Community Center or City Hall Weitzel 10/1/2005 Subsequent business issue Cox, Community Development 10/15/2005 Consult with NDCCC on magazine publication Cox 11/1/2005 Deadline for Winter'05 -'06 newsletter Maurer, Cox, Department heads 11/15/2005 Subsequent business issue jCox, Community Development 12/15/2005 CITY OF ROSEMOUNT AGENDA City Council Special Closed Meeting Wednesday, January 12, 2005 600PM. CALL TO ORDER 2. DISCUSSION Evaluation of City Administrator's Job Performance 3. ADJOURNMENT