The Corporation of the TOWN OF MILTON

Transcription

1 The Corporation of the TOWN OF MILTON Report To: From: Committee of the Whole William Mann, Chief Administrative Officer Date: October 3, 2016 Report No: Subject: Recommendation: ES Corporate Communications Plan Update THAT Council receives for information an update on the centralization of the Corporate Communications and Marketing Team and the implementation of the Corporate Communications Plan. EXECUTIVE SUMMARY The purpose of this report is to provide an update to Council about the centralized Corporate Communication and Marketing team and the Corporate Communications Plan that will guide the work of the aforementioned team for the rest of this term of council. REPORT Background Destiny Milton 3, Goal 4 Enhanced Communication, highlights the importance of internal and external communication to share with the community a common understanding of issues, needs and key messages and engage in an open and transparent manner that encourages two-way communication. The action items outline in the document call for the creation of a centralized Corporate Communication and Marketing Team and the development of a Corporate Communications Plan and Implementation Strategy. Discussion A centralized Corporate Communications and Marketing team was brought together in November In June 2016, the Manager of Corporate Communications and Marketing joined the Town and since then, the group has been reorganized into a client centered, service delivery model where three (3) Communications and Marketing Advisors are assigned to support departments/divisions throughout the corporation. A

2 The Corporation of the TOWN OF MILTON Report #: ES Page 2 of 4 Graphic Designer and a Marketing Clerk (shared resource with Community Services) round out the team with expertise in branding, design and social media. Under the new model, the Corporate Communications and Marketing Team works closely with clients (departments/divisions) to understand priority areas and learn the intricacies of projects and initiatives. Building relationships in specialized areas allows communications and marketing efforts to complement program efforts and lead to longterm collaborations that maximize impact. During the summer of 2016, the Manager, Corporate Communications and Marketing undertook a series of interviews with various stakeholders at the Town (Council Members, Strategic Management Team, Leadership Management Team members and others throughout the organization) to identify areas of strength and opportunity. These interviews, plus a Communications Audit completed in late-2014, a scan of municipal best practices as well as the information outlined in Destiny Milton 3 informed the development of the Corporate Communications Plan (attached). The Corporate Communications Plan sets out six (6) guiding principles for communications at the Town of Milton. In addition, it sets out priority areas for the Corporate Communications and Marketing team and will act as the map for their work plan through to the end of this term of Council. Guiding Principles: 1. Provide timely, accurate, clear and accessible information that meets the audience along their path. 2. Encourage meaningful two-way communication and public engagement to inform decision making. 3. Align marketing & communications activities with the Town s Strategic Priorities. 4. Speak with one voice/one brand across the corporation. 5. Recognize that all employees have a role to play in customer-focused communications excellence. 6. Build a culture of communications excellence based on research, evaluation and innovation. Corporate Communications Plan (at a glance): Theme 1: Encourage a more informed, engaged and connected community Goal 1: Raise awareness of Town programs and services by reaching audiences along their path. Objectives: Develop a comprehensive Digital Communication Strategy to reach residents in meaningful, modern ways. Refresh and consolidate Town of Milton brands to be more reflective of the community and allow us to speak to residents with one voice.

3 The Corporation of the TOWN OF MILTON Report #: ES Page 3 of 4 Develop innovative integrated marketing and communications plans to support the Town s strategic priorities. Goal 2: Standardize how the Town will inform, consult and advise stakeholders as part of the decision-making process. Objectives: Develop a Community Engagement Plan to provide a standard process on how the town will inform, consult and advise residents and businesses on municipal decision-making related to programs, services and initiatives (from DM3). Expand public engagement toolkit to include new, innovative tools that leverage technology. Goal 3: Enhance the Town s profile in the media. Objectives: Develop a proactive media relations strategy to enhance the Town s public image as a vibrant, young, modern municipality and tell the story of growth and building a complete community. Theme 2: Contribute to an internal culture of pride and purpose for employees Goal 1: Demonstrate the impact of Town employees on the community Objectives: Develop an Internal Communications Plan to increase engagement and understanding of how employees contribute to organizational goals Focus on leadership communications that set a long-term, strategic view of our future. Connect the dots between operational activities and strategic outcomes. Build understanding of the Corporate Communications function to identify opportunities for increased collaboration. Financial Impact None Respectfully submitted, William Mann, MCIP, RPP, OALA, CSLA, MCIF, RPF Chief Administrative Officer For questions, please contact: Jodie Sales Phone Number

4 The Corporation of the TOWN OF MILTON Report #: ES Page 4 of 4 Attachments Appendix A Corporate Communications and Marketing _Council Presentation CAO Approval William Mann, MCIP, RPP, OALA, CSLA, MCIF, RPF Chief Administrative Officer

5 Corporate Communications & Marketing Partners in creating a more informed, engaged and connected community 1

6 Client Service Delivery Model Manager, Corporate Communications & Marketing Marketing & Communications Advisor Community Services Recreation and Parks Transit Fire Marketing & Communications Advisor Planning & Development Engineering (not Transit) Corporate Services Marketing & Communications Advisor Community Services - Culture Innovation Centre/MEV Economic Development Marketing Clerk (½) Corporate Social Media Internal Comms. Graphic Design Support Graphic Designer Advertising Visual Identity/Brand 2

7 Our Guiding Principles 1. Provide timely, accurate, clear and accessible information that meets the audience along their path. 2. Encourage meaningful two-way communication and public engagement to inform decision making. 3. Align marketing & communications activities with the Town s Strategic Priorities. 4. Speak with one voice/one brand across the corporation. 5. Recognize that all employees have a role to play in customerfocused communications excellence. 6. Build a culture of communications excellence based on research, evaluation and innovation. 3

8 Destiny Milton 3 Goal 4: Enhanced Communications Action: Develop a Corporate Communications Plan and Implementation Strategy to ensure consistent, clear and appropriate communications methods are used within the organization, with stakeholders, the public and others outside of Milton. 4

9 Encourage a more informed, engaged and connected community Raise awareness of Town programs and services by reaching audiences along their path Develop a comprehensive Digital Communication Strategy to reach residents in meaningful, modern ways Refresh and consolidate Town of Milton brands to be more reflective of the community and allow us to speak to residents with one voice Develop innovative integrated marketing and communications plans to support the Town s strategic priorities 5

10 Encourage a more informed, engaged and connected community Standardize how the Town will inform, consult and advise stakeholders as part of the decision-making process Develop a Community Engagement Plan to provide a standard process on how the town will inform, consult and advise residents and businesses on municipal decision-making related to programs, services and initiatives (from DM3) Expand public engagement toolkit to include new, innovative tools that leverage technology 6

11 Encourage a more informed, engaged and connected community Enhance the Town s profile in the media Develop a proactive media relations strategy to enhance the Town s public image as a young, vibrant and modern municipality, and tell the story of growth and building a complete community 7

12 Contribute to an internal culture of pride and purpose for employees Demonstrate the impact of Town employees on the community Develop an Internal Communications Plan to increase engagement and understanding of how employees contribute to organizational goals Focus on leadership communications that set a long-term, strategic view of our future Connect the dots between operational activities and strategic outcomes Build understanding of the Corporate Communications function to identify opportunities for increased collaboration 8

13 Implementation Timeline Town of Milton - Brand Refresh Proactive Media Relations Plan Internal Communication Strategy Digital Communication Strategy Community Engagement Plan Develop innovative, integrated Marketing & Communications Plans for Town s Strategy Priorities Q4,