Denyse Morrissey, CAO Service Delivery Review Corporate Communications. That Committee of the Whole recommend Council of the Municipality of Meaford:

Transcription

1 Date Monday, September 12, 2016 From Subject Report No. SDR-15 Denyse Morrissey, CAO Service Delivery Review Corporate Communications Roll No. N/A Recommendation That Committee of the Whole recommend Council of the Municipality of Meaford: 1. Approve the continued direct delivery of communication services and projects by the Municipality of Meaford; and 2. Refer to the 2017 budget process an increase in the communications budget by $5,000, as an enhancement, to support costs associated with direct mail. 3. Issue an RFP for a two year contract for for the Municipality of Meaford s community page in a local print newspaper. Service Summary Service Department Summary Mandatory Legislation By-laws Fees/Charges Corporate Communications Chief Administrative Officer Provision of the Municipality s corporate wide public information through our web site, a diversity of social media, print media, printed resources, newsletters, publications as well as on site meetings or community engagement sessions. No Where applicable AODA NA NA 2016 Budget Summary 2016 Gross Budget: $50, Gross Revenues: $0.00 Report SDR-15 Page 1 of 16

2 2016 Internal Transfers: $0.00 Net Budget: $50, Corporate Communications is a component of the overall CAO s Office budget as managed through the Executive Assistant/Communications Coordinator. The net budget is derived from staff salaries and payroll expenses and IT support costs to complete this function. % of 2016 Corporate Operating Budget assigned to the CAO's Office % of 2016 CAO's Office Budget assigned to Corporate Communications Corporate Budget $11.89M CAO's Office Budget $285K (2.4%) CAO's Office Budget $285K Corporate Communications $50.7K (17.8%) In reviewing corporate communications through the development of this report, staff have recognized that corporate communication costs are spread out over many budgets within the organization. The chart below highlights other costs embedded in various budgets which relate directly to this function. Report SDR-15 Page 2 of 16

3 Current Budget Budget Line Item Amount Purpose Corporate Administration Corporate Administration Corporate Administration Economic Development Information Technology Information Technology Recreation Administration Advertising - Communications/ Media Advertising - Promotions $ 17,500 $ 2,000 Mayor's Newsletter $ 5,000 Seasonal Wages & Payroll Expenses IT - Annual Software Maintenance $ 6,000 Regular bi-weekly newspaper page, other newspaper ads as required, surveymonkey annual fee Special advertisements including remembrance day, christmas, kin camp, etc. Mayor's newsletter to be mailed out 3 times annually. 60% of summer student payroll costs $ 11,300 Siteimprove IT - Portal $ 5,000 Website Enhancements Salaries, Benefits and Payroll Expenses $ 14,200 Graphic Design Chargeback TOTAL $ 61,000 Based on the above, staff will be developing the 2017 budget removing these costs from the various departmental budgets to include a new department within the Office of the CAO specific to Communications which will better reflect the overall scope for this service. Staffing Positions Hours Worked per year Full Time Staffing Part Time/Seasonal/ NA NA Student Full Time Equivalent 0.6 Contracted Services: Not Applicable Report SDR-15 Page 3 of 16

4 2016 Organizational Chart CHIEF ADMINISTRATIVE OFFICER ECONOMIC DEVELOPMENT OFFICER EXECUTIVE ASSISTANT/ COMMUNICATIONS SUMMER STUDENT (1) OPP POLICING CONTRACT SERVICES HUMAN RESOURCES CONTRACT SERVICES DIRECTOR OF PARKS, RECREATION & CULTURE DIRECTOR OF FINANICAL SERVICES & INFRASTRUCTURE MANAGEMENT DIRECTOR OF DEVELOPMENT & ENVRIONMENTAL SERVICES DIRECTOR OF LEGISLATIVE & PROTECTIVE SERVICES Service Background The commitment to enhancing proactive communication was made through Council s Strategic Priorities as outlined below. Focus Area: Objective: Leading in Municipal Government Foster Participation and Proactive Communication A. Update the corporate communications strategy to support the diverse communication needs of a large community with strong rural and urban character. B. Perform continual assessment and evaluation of website, social media and other media channels to provide information to our community and beyond. C. Evaluate the funding and investment needed to deliver effective communications through multiple methods, including increased use of direct mail. D. Evaluate and develop communication strategies that provide frequent and ongoing information to the community based on user-friendly approaches. E. Evaluate and ensure that municipal services provided are inclusive and accessible. Report SDR-15 Page 4 of 16

5 Communications is critical to ensuring our community has ongoing access to a wide range information regarding the Municipality of Meaford. Like many other municipalities the input from our residents has been that there is a need for more communications and improved communications. Trends, both in Canada and globally, have shown an evolution from the historic use of direct mail, and printed information as the internet, phones, social media and other apps become one of the primary ways to share information, often instantly. Investment in updating our web site design was made in 2015 and We are committed to continuous improvement and responding to the needs of residents in noting that with the review the web sites of many other rural communities, it appears our investments have allowed the development of a web site that is well designed and that provides enhanced access to our information. Staff are responsible for regularly updating the website and make every effort to ensure it is a strategic tool based on community feedback. While the web and social media is extensively used for information sharing, the Municipality of Meaford like many rural communities in southwestern Ontario also has parts of our community that do not have access to high speed internet. To respond to this challenge requires a balanced approach to our communication strategies and community engagement. In the Municipality of Meaford we currently need to use a mix of web based tools for communications as well as direct mail and printed materials. This report recommends consideration by Council be given to increasing the 2017 budget by $5,000 to support the costs associated with direct mail. In addition to the work completed by the staff member responsible for communications, there are staff within other departments that also are key providers of information on our services and programs. The following is a breakdown of the major functions completed on an annual basis by the Executive Assistant/Communications Coordinator based on 60% of this position being allocated to communications: Document Production Research, compile, produce and edit corporate public information and communications. Total FTE Calculation Estimated Annual Hours 546 hours 0.30 Report SDR-15 Page 5 of 16

6 Website and Social Media Maintain, monitor and respond to inquiries through municipal social media channels (Facebook, twitter, and Instagram). Maintain and update content on the municipal website, and provide website support to staff and the public Total FTE Calculation Estimated Annual Hours 218 hours 0.12 Communications Strategy Develop communication strategies, including the development and implementation of marketing and promotional plans; Total FTE Calculation Estimated Annual Hours 127 hours 0.07 Communication Planning Build strategic communications plans, new initiatives and priorities. Total FTE Calculation Estimated Annual Hours hours 0.07 Internal Communications Develop and implement of Internal Communications Strategies. Total FTE Calculation Estimated Annual Hours Communications Tools Objective Update Frequency Cost Internal Benchmarks Main Website Main repository for information on Municipal services, programs and events. Several times a week. $6,500 per year for hosting and support. $5,000 per year budgeted for enhancements. $4,800 per year for site management software (including analytics). Website analytics to measure page hits and user journeys. feedback. Report SDR-15 Page 6 of 16

7 Objective Update Frequency Cost Internal Benchmarks Tourism Website Linked from the main website, this site hosts tourismrelated information including local businesses, attractions, and festivals. Monthly to quarterly, as needed. Shared budget with Meaford.ca. Website analytics to measure page hits and user journeys. feedback. Social Media Facebook MoM page has 1,234 followers Twitter 1,021 followers Instagram - 27 followers Share municipal information, tourism materials, and respond to inquiries. Other Facebook Pages include: Municipality of Meaford Meaford Hall Meaford Visitor Information Centre Parks Recreation & Culture Department - Municipality of Meaford Meaford Museum Municipality of Meaford - Planning & Building Services Daily to several times a week. Staff internal time, part of job responsibilities. Number of followers, post reach, and engagement. Media Releases Distributing information to local residents through our regional media partners As needed, averaging 40 news release per year. Staff internal time, part of job responsibilities. Number of media inquiries, and frequency of information reprinted in local media outlets. Report SDR-15 Page 7 of 16

8 Objective Update Frequency Cost Internal Benchmarks Radio Advertising Meaford Minutes read by the mayor outlining local history, issues of local significance, and events, airing on the Jewel 99.3 Quarterly. $200- $250/month. feedback. Newspaper Advertising Regular bi-weekly ad page on upcoming events and programs, council meetings, and services. Bi-weekly, with additional ad bookings as necessary Budget of $17,500, of which $960/ month for the Meaford Express, with additional ads as necessary in other print media. feedback. Direct Mail Mayor s newsletter mailed 3 times per year, plus specialized mailouts. 3-6 Times per year $1200/mailout. feedback. Tax Bill Inserts Distribute information of interest to residents and ratepayers. Twice per year. 6,200 tax bills mailouts at $1.21 per mailing. Additional inserts increase the cost. Feedback. Cost of office materials. Staff internal time, part of job responsibilities. Report SDR-15 Page 8 of 16

9 Objective Update Frequency Cost Internal Benchmarks Water Bill Inserts Distribute information of interest to residents and ratepayers. 6 times per year 2,500 water bill mailouts at $1.21 per mailing. Additional inserts increase the cost. Feedback. Cost of office materials. Staff internal time, part of job responsibilities. Community Posters Posters placed throughout the municipality with important municipal information As needed. Cost of printing (varies based on poster design). Feedback. Rogers TV Local television coverage of Council meetings. With Council schedule. IT Related costs for capital technological improvements. Feedback. Recreation and Culture Guide Community guide detailing recreation programs, as well as other municipal services Twice Annually (Fall/Winter, Spring/Summ er). Break-even as $6,300 for printing, cost recovered through advertising. $500 for distribution through flyer delivery. feedback, program registration rates. Report SDR-15 Page 9 of 16

10 Objective Update Frequency Cost Internal Benchmarks Annual Waste Management Guide Guide detailing the waste pickup schedule for the upcoming year, as well as waste sorting information. Once per year. $4,500 for printing. $800 for mailing. feedback, diversion rates. Meetings Meetings held for community members to attend, gather information and provide feedback on a specific topic. As needed Occasional space rental fees depending on location. Attendance rates, public feedback. icompass Web tool that hosts all Council documents and provides a location for live Council streaming. With Council schedule $1,600/month Website analytics to measure page hits and user journeys. Brochures Promotional or Informational brochures distributed at events or community hubs. As needed Cost of printing/office materials. feedback. Media Releases Over the last 3 years, the Municipality of Meaford has issued an average of 40 News releases per year. Below is a list of all news releases issued to date in 2016: 1. News Release - The Place to Be - Share Your Opinions 2. News Release - Experimenting with Winter Road Maintenance 3. News Release - Notice of Bridge Closures 4. News Release - Community Grants Report SDR-15 Page 10 of 16

11 5. Joint News Release - Ontario Municipal Board Appeal Settlement Reached 6. News Release - Winter Road Conditions Update 7. News Release - Practice Winter Safety 8. News Release - New Conscious Aging Workshop 9. News Release Salary Disclosure 10. News Release - Wish Lists Wanted for Earth Week 11. News Release - Community Improvement Plan Grant & Loan Application Intake 12. News Release - Grant Received for Canada Day Celebrations 13. News Release - Grant Received for Seniors Programming 14. News Release - Meaford Museum Hosting Engaging Conversations Conference 15. News Release - Sydenham Centre now Open Thursdays 16. News Release - Governor General to Visit Meaford 17. News Release - Opening Celebration of the Sydenham Centre 18. News Release - New Fire Chief Appointed 19. News Release - Burn Ban in Effect 20. News Release - Celebrate Canada Day in Meaford 21. News Release - Burn Ban Lifted, with Some Restrictions 22. News Release - Tips on Staying Cool 23. News Release - Burn Ban Restrictions Lifted 24. News Release - Burn Ban in Effect 25. News Release - Burn Ban Lifted 26. News Release - Community Grants 2 nd Intake Newspaper Advertising Of the $17,500 allocated annually for advertising, $11,520 is directed towards a bi-weekly ad page in a local news publication. The remaining $5,980 goes towards advertising in other local print media, or occasionally online advertising as needed. The information below provides a general outline of the major local news publications. In addition to the information listed, other key considerations include: Website page views/statistics Social media profile/number of followers Engagement with the community Balance of Meaford/Non-Meaford news Meaford Express Website: Report SDR-15 Page 11 of 16

12 Facebook: (Separate Facebook page for the Meaford Express was discontinued in July The page had approximately 1,500 likes) ation Frequency: Weekly Headquarters: 11 Ronell Crescent, Collingwood Number of subscribers: 400 Total weekly distribution: 1100 Cost of full page ad: $480 (tax included) Currently booking 2 full page ads per month for an annual total of $11,520. Black and White. Meaford Independent Website: Facebook: ation Frequency: Weekly Headquarters: 68 Sykes Street N, Meaford Number of subscribers: approximately 300 Total weekly distribution: 1,000 Cost of full page ad: $960 (tax included), full colour. The Sun Times Website: Facebook: /?fref=ts ation Frequency: Daily Headquarters: 290 9th Street East, Owen Sound Number of subscribers (total): 8,820 Number of subscribers (in the Municipality of Meaford): Approximately 600 Total weekly distribution: 10,165 This report recommends we issue issue an RFP for a two year contract for for the Municipality of Meaford s community page in a local print newspaper. Analysis Options: 1. Continue the direct delivery of communication services and projects by the Municipality of Meaford. 2. Discontinue communications services. 3. Issue an RFP for contracted third party services for communications services. Report SDR-15 Page 12 of 16

13 Improving In-House Process and Performance Examine enhanced use of the Recreation and Culture Guide to supplement or reduce the amount of direct mail. This would require an additional 8 pages to be dedicated for communication needs, at a cost of about $110 per page, or $880 twice per year (total cost of $1,760 per year). Complete analysis on the reduction and consolidation of the 6 separate Facebook sites currently used by the Municipality of Meaford to 3 or less sites. This approach would reduce the number of staff completing updates and revisions to multiple Facebook sites, and consolidate this responsibility with communication services. Adjusting Service Levels Reduce the current communications budget which could include discontinuing the advertising in local newspapers for everything other than statutory public notices. The potential savings would be $12,000. We would rely more exclusively on web-based and social media. Cost Avoidance: Operating Costs and Capital Investments There are capital-related costs included with the website hardware and software. Costs could be avoided by not updating or continuing to ensure that our operational capacities and technologies are kept up to date. Many platforms, especially those for social media and web applications must be updated or they can become less functional or even obsolete. It is also critical to our IT security to maintain current software. Enhancing and Expanding Service Levels This report has recommended that consideration be given to enhancing the communications budget by $5,000 to support the costs associated with direct mail. New Revenues There are a diversity of resources and publications produced by the Municipality of Meaford that are potential areas where advertising revenue can potentially be realized. This includes resources such as the Waste Management guide, tourism website, Mayor s Newsletter, etc. Staff would complete an analysis of potential new revenues which is currently estimated to be $2,000. Tourism website: 10 ads at $150/year Waste Management Guide: 4 ads at $25 Mayor s Newsletter: 1 ad at $100, 2 times per year Report SDR-15 Page 13 of 16

14 Alternative Service Delivery Including Shared Services or Contracting Out There are a number of private sector firms that specialize in communications and marketing. The direct delivery of communication services could be discontinued and a firm hired via RFP per year or multi-year contract, or on a fee per hour service as needed. Based on industry rates, the cost for communication professionals can range from $ per hour plus HST. Our member of staff is allocated to communication responsibilities at approximately 60% of 1820 annual hours of work per year or 1092 hours. It is noted that a shared service for communications could also be accomplished through the amalgamation of some lower tier municipalities within Grey County or fully achieved if there was only a single tier government. Communication Services Staffing Realignment The following is based on an internal realignment and centralization of staff whose key responsibilities are communication and marketing related. The current economic development student is extensively involved in communications and it is estimated that at least 65% of this position is more aligned with communication services while supporting the projects and activities of economic development. Additionally, the graphic and design marketing coordinator included within Parks, Recreation and Culture s budget is a corporate-wide position with approximately 25% of the position time allocated to Meaford Hall. This realignment better reflects where staffing resources are working. This realignment in 2017 is cost neutral. *Summer Student realigned from Economic Development **Graphic Design & Marketing Coordinator realigned from Parks, recreation and Culture Report SDR-15 Page 14 of 16

15 Discontinuing the Service (Where applicable) Communications services could be discontinued, however based on Council s Strategic Priorities this area of service is critically important to ensuring information sharing and access to information by our residents. The message we have been receiving from our community is they would like to see enhancements to a wide range of our communication activities. Financial Impact Financial impacts and implications associated with: Improving In-House Process and Performance Examine enhanced use of the Recreation and Culture Guide to supplement or reduce the amount of direct mail. This would require an additional 8 pages to be dedicated for communication needs, at a cost of about $110 per page, or $880 twice per year (total cost of $1,760 per year). These costs would be included in the recommended enhancement of $5,000 related to direct mail costs. There is no cost related to consolidating municipal Facebook Sites. Savings may be realized in staff time as fewer staff members will be required to post to and maintain each Facebook page. Adjusting Service Levels Reducing information in local print media and relying almost exclusively on web and social media is estimated to save about $12,000 per year. Cost Avoidance: Operating Costs and Capital Investments The cost avoidance associated with reductions in maintaining hardware and software for web-based applications is estimated at $16,300 or more annually. Enhancing and Expanding Service Levels This report has recommended consideration of an additional $5000 allocated to direct mail, which would include expanded use of the Recreation and Culture Guide. New Revenues Estimated new revenues from ad sales in municipal resources is $2,000. Report SDR-15 Page 15 of 16

16 Alternative Service Delivery Including Shared Services or Contracting Out There are a number of private firms that specialize in communications and marketing. Hourly rates can range from $ per hour + hst for communication services. Service Structure and Staffing Realignment The realignment of staff from other departments to communication services for 2017 is cost neutral. Discontinuing the Service Elimination of communications services would result in savings of $112,000. Implications Communications is critical to ensuring our community has ongoing access to a wide range information regarding the Municipality of Meaford. Like many other municipalities the input from our residents has been that there is a need for more communications and improved communications. Trends, both in Canada and globally, have shown an evolution from the historic use of direct mail, and printed information as the internet, phones, social media and other apps become one of the primary ways to share information, often instantly. While the web and social media is extensively used for information sharing, the Municipality of Meaford like many rural communities in southwestern Ontario also has parts of our community that do not have access to high speed internet. To respond to this challenge requires a balanced approach to our communication strategies and community engagement. Respectfully Submitted: Prepared and reviewed by: Denyse Morrissey, CAO Prepared with: Hailey Thomson, Executive Assistant/Communications Coordinator Report SDR-15 Page 16 of 16