HomeMy WebLinkAbout031423-03.4
STUDY SESSION MEMORANDUM 3.4
TO: Mayor and Town Council March 14, 2023
SUBJECT: Overview of Updated Communication Outreach Strategy and
Implementation Plan
BACKGROUND
The Town of Danville has had a dedicated Public Information Officer for nearly 13 years.
Over that time, the Town’s outreach strategy has been built and modified to suit evolving
outreach methods, such as updated websites and new social media platforms. In 2017,
the Town Council adopted a Marketing Plan and Brand Guidelines, establishing
marketing goals as well as branding elements such as color palettes and logos that created
a unified brand for Danville. The Town has also established social media accounts on
multiple platforms, for multiple programs.
In observing the existing outreach over the past four months and discussing goals,
processes, and results with staff at all levels, we have identified opportunities to
strengthen our outreach effectiveness. We have also heard from members of the
community and the Town Council about specific experiences with navigating the
website, finding information on social media, and receiving updates on Town projects
and events.
By looking at the current outreach methods from an end-user perspective, paired with
research and expertise on best practices in government outreach strategy, staff have
developed an updated outreach strategy that will make it easier for the Town to connect
with the community.
DISCUSSION
The updated outreach strategy reflects an engaged community relying more and more
on digital communication. The strategy makes the best use of professional staff expertise
to gather and share key Town messages effectively.
The Town benefits from a strong branding foundation from a 2017 Marketing Plan and
Marketing Brand Guidelines, with lessons learned from five years of implementation.
The guidelines will be updated to reflect what has been most successful and fruitful in
2023 Outreach Strategy 2 March 14, 2023
establishing the Town brand, and will pare down the options for logos and graphics,
creating a streamlined set of options that present a clear identity.
The outreach strategy also allows for quarterly newsletters, monthly emails, press
releases, as-needed event-specific emails, and social media content from a primary
source. Social media accounts and email outreach would be consolidated, creating one
social media presence for the Town, and one email list for general Town messages. The
Police Department would retain its individual social media presence, and some small
interest email lists such as call-for-artists, field conditions, and agenda items would
remain.
The cornerstone of the updated outreach strategy is making it easy for the community to
connect with the Town.
IMPLEMENTATION PLAN
The following implementation plan will support a more consistent brand identity for the
Town, and better use of staff resources. These items will also create a consistent, unified
source of information for the community.
• Outline internal processes for initiation of outreach materials and messaging.
• Use direct URLs in all outreach to ensure users can easily find specific web pages.
• Consolidate eight active departmental Town social media accounts.
o Rename official Town social media accounts to have a uniform account
name and handle across all platforms.
o Handle would be @DanvilleCAgov, to mimic website address.
• Maintain Police Department social media accounts as an independent presence.
• Create social media “relaunch” campaign to notify the public and encourage
following main accounts.
• Create a monthly email newsletter that covers all activities, updates, events, and
projects.
• Outline use for logos specific to Town business, Town promotion, and
business/event promotion.
o Original Danville Town logo for Town documents, reports, and Council
business;
o Danville, California Tree logo for promotion of Town projects, events, and
activities; and
o Danville Live Locally Tree logo for use by businesses to promote the Town.
• Maintain independent logos for Police Department and Danville Town Talks.
o Broaden the use of the Town Talks logo to include project updates as well
as Town Talks with the Mayor series.
• Restrict the use of any third-party logos or brand marks on Town outreach to
special, documented partnerships and sponsorships.
2023 Outreach Strategy 3 March 14, 2023
The target date for completing consolidation of social media accounts would be May 1,
2023, following a month-long outreach campaign on all channels. The monthly email
newsletter would begin in May, to follow up on the April publication of the quarterly
Live Locally newsletter.
Prepared by:
Jenn Starnes
Public Information Officer
Reviewed by:
Jill Bergman
Business & Economic Development Director