HomeMy WebLinkAbout09 01 2015 EDAC rept 4b_Attach1
www.cityofpriorlake.com
4646 Dakota St. SE
Prior Lake, MN 55372
City of Prior Lake Strategic Communications Plan
January 2015 – July 2015
I. City Mission Statement
The mission of the City of Prior Lake is to enhance the quality of life for current and future citizens by
providing quality services which result in a safe, secure community; recreation and leisure opportunities;
preservation and effective use of lakes, parks and other natural resources; economic vitality; and the
promotion of partnerships, volunteerism and civic pride for the community’s diverse population.
II. Communications Vision Element Statement
Prior Lake values engaged community members who provide positive direction for the City. Integral to
this effort is a systematic means of connection people and information, and objectively assessing
achievements and progress.
III. Target Audiences
- Residents of Prior Lake and outlying communities
- City of Prior Lake Council, committees, advisory groups and staff members
- Local, county and state-wide governmental bodies including first responders
- School districts and civic organizations
- Prior Lake businesses and outlying businesses
- Local, county and state-wide media
IV. Guiding Principles
- Develop and maintain a consistent brand that shows value, reinforces a positive image of a clean and
welcoming city, incorporates political sensitivity and promotes understanding of the 2030 Vision and
Strategic Plan
- Engage citizens, staff, elected officials through increased contact frequency and improved technology
- Involve staff in communication plans at all levels, understand needs and review materials
- Look for external partnering opportunities to improve service and offset costs
- Create three annual presentations for council with specific goals and objectives
- Solicit feedback and evaluate performance based on objectives
V. Core Areas (four):
1. Website, Web Streaming, Electronic Newsletters, Message Boards, other Online Opportunities
a. Keep 2040 Vision and Strategic Plan Web pages updated and fresh
b. Update and freshen PowerPoint Templates for staff use
c. Maintain/improve streaming media functions on website
d. Keep website calendar current (non-commercial city activity)
e. Update website “News and Announcements” and other pages daily
f. Implement new features like scrolling news and calendars, electronic subscriptions, safety info
g. Send out electronic newsletters like City Newswire, and other updates as needed
- continue to build email subscription list
h. Survey web users and maintain Google Analytics for website
i. Offer interactive forms when possible
j. Maintain process for reviewing all city Web pages, train website editors
k. Maintaining/update City’s branding guidelines
l. Maintain downtown electronic message boards/ keep public aware of uses, keep messages
fresh/updated
2. Newsletters, Publications, Photography and Advertising
a. Six Wavelength newsletters per year
- Expand understanding of 2040 Vision and Strategic Plan concepts and successes
- Increase presence on website
- Maintain city brochure display locations
b. Update 2040 Vision and Strategic Plan every 18 months/ mail to residents
c. Publicize Financial Gold Standards for Finance Department as requested
d. Maintain adopt-a-park, adopt-a-street, memorial bench brochures
- Implement other means of getting adopt-a program info out
- Expand small publications to city brochure displays
e. Keep fresh/updated public works annual report, transit fliers, inserts and other publications
- Update Park and Trail Map once every three years (last: July ‘13)
- Remarket emergency messaging and use of Code Red and other safety sites and info
f. Conduct residential and business owners’ survey
- Integrate results into next 2040 Vision and Strategic Plan and marketing
g. Create new/fresh ads for various publications to promote the City
- American Legion, Entertainment Guide, Resident’s Guide, chamber ads, southwest pub
3. Media Relations, Public Relations, Social Media and Marketing
a. Maximize usage of the PLA, other newspapers/media, partnering media (The Scene,
RiverSouth)
- Provide consistent input on possible story angles for media to pursue
- Provide press releases when needed
- Provide mayor’s column and other articles
- Fulfill all media requests same day
b. Maintain and advertise City’s presence at city events like Lakefront Days, Fall Fest, etc.
c. Maintain partnerships with and assist the chamber, civic groups, others
d. Keep City Manager informed of news stories and other items
4. Cable Channel (PLTV-15), Bulletins, Video Production and Programming
a. Air live and rebroadcast regular city council, planning commission meetings
b. Tape Inside City Hall cable show focusing on the behind the scenes (10 in 2015)
c. Tape events and shows focusing on timely issues and community gatherings
d. Keep cable/IPTV bulletins fresh and current maintaining at least 60 slides of latest events and
city initiatives like the 2040 Vision and Strategic Plan and the conservation initiative
e. Provide copies of meetings and shows as requested
f. Find more opportunity to utilize cable technician position (Brandon)
g. Retention Period: Retain recordings for one year after that meeting’s minutes are approved.
Retain closed meeting recordings for two (2) years. (Code ADM 05950)
VI. Recent Key Objectives (incorporate employee reviews, 2040 Vision, ongoing recommendations)
- Maintain and improve look of 4-page newsletter included with utility bills
- Coordinate more use of SCENE with Scott County
- Maintain seasonal messages regarding garage sales, parks and trails
- Educate residents on natural resources, conservation and recycling days
- Explore further use of inexpensive alternatives to “pushing” information out such as social media
- Develop new mobile site for new City website
- Maintain access to, and use of, RiverSouth website
- Increase number of slides and themes of website slideshow
- Establish and maintain partnership with volunteers and CT advisory committee (CTAC)
- Complete Social Media Analysis
- Examine role in grant writing for other departments