Communications Audit Overview
Internal and External.
Collateral Materials
Social Media
Channels
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(www. q)
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Website and App
Stakeholders Think?
1 Internal.
Interviews
293
What Do External
Stakeholders Think?
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External
Surveys
4 External
Interviews
Strategic
Communications
Plan
Establish the Authority of the Communications and
Marketing Division as the Center of City's Communications Properly Resource the Communications and Marketing
Division
Enhance Brand Identity of City of Placentia
Create a Structured System to Oversee Content Created
and Posted by or on behalf of City Administration and
Departments
Generate Content of Interest to City's Target Audiences Position the City of Placentia as the Leading Social Media hub for City News
Generate Proactive Communications that anticipate,
address, and engage audiences
Establish a set of key messages that convey the City's goals and priorities
Adopt Marketing Plan for Citywide Events
Cultivate and Sustain Positive Relationships with Members of the Media
117 Plan Objectives
Increase use of Text/SMS Messages for City
Communications
Set and utilize metrics effectively to measure progress, evaluate performance, and drive continuous improvement
across City communications
Establish and implement a system for the maintenance of City assets
Enhance and Maintain Communications Took Deemed
Successful by Audiences
Maintain Grammatical Standards Across City Channels
Provide Staff with Crisis Communications Guidelines
Improve Accessibility and Efficiency of City
Communications
Establish the Authority of the Communications and
Marketing Division as the Center of City's Communications Enhance Brand Identity of City of Placentia
Create a Structured System to Oversee Content Created
and Posted by or on behalf of City Administration and
Departments
Generate Content of Interest to City's Target Audiences Position the City of Placentia as the Leading Social Media hub for City News
Generate Proactive Communications that anticipate,
address, and engage audiences
Adopt Marketing Plan for Citywide Events
Set and utilize metrics effectively to measure progress, evaluate performance, and drive continuous improvement
across City communications
Enhance and Maintain Communications Took Deemed
Successful by Audiences
Provide Staff with Crisis Communications Guidelines
Objective: Establish the Authority of the Communications and Marketing Division as the Center of City's Communications
PLACENTIA
RESIDENTS
• Establish Communications Oversight
Structure & Responsibilities
• Define Role of the Communications
and Marketing Division and
Marketing Manager
• Public Information Officer Title
CITY COUNCIL APPOINTED BOARD,
COMMITTEE AND COMMIS ,+N
MEMBERS •
DEPUTY DIRECTOR OF
ADMINISTRATIVE SERVICES
COMMUNICATIONS AND MARKETING MANAGER (CMM/PIO)
DEPT.
COMMUNICATIONS
LIAISONS
POLICE AND FIRE
PIOS
• Communications and Marketing Division shall
expand Style Guide to ensure:
CITY OF PLACENTIA
STYLE GUIDE
Iii
• Expanded Primary
Colors
• Logo Guidelines
• Typography Rules
• Style Guide Policy
Objective: Create a Structured System to Oversee Content Created and Posted by or on behalf of City Administration and Departments • Establish Editorial Calendar
o Department Communications
Liaisons must share social
media content with the
CMM/P10
SAMPLE EDITORIAL CALENDAR
Department
Date Channel Type of Post Post Topic
Copy to be scheduled
Graphic
CITY
ADMINISTRATOR'S 1/1/1
OFFICE
CITY COUNCIL 1/1/1
PUBLIC SAFETY
COMMUNICATIONS 1/1/1
CENTER
FB/Insta/
Twitter
FB/Insta/
Twitter
FB/Insta/
Twitter
Feed Post
Feed Post
Don't miss the opportunity to be a
Citizens community ambassador. Apply today
Academy to be part of the 2014 Citizens
Academy!
Join us for a Council Meeting today
Council at 7 PM. You're welcome to join
Meeting either in person or virtually via the
provided link.
Calling 9-1-1 could be your most
crucial call ever. Our Public Safety
Video 9-1-1 Calls Communications Center is here to
cover all you need to know about
emergency calls
2024 PLACENTIA CITIZENS ACADEMY
CITY OF PLACENTIA
CITY OF PLACENTIA
CITY OF PLACENTIA
PLACENTIA POLICE DEPARTMENT
PLACENTIA POLICE DEPARTMENT
PLACENTIA FIRE AND LIFE SAFETY
PLACENTIA FIRE AND LIFE SAFETY
REALIGNMENT OF SOCIAL MEDIA PAGES
Department
Platform Followers
BLIC SAFETY COMMUNICATIONS CENTER
BLIC SAFETY COMMUNICATIONS CENTER
PLACENTIA COMMUNITY SERVICES
PLACENTIA COMMUNITY SERVICES
Facebook
Instagram
X (Formerly Twitter)
Facebook
Instagram
Facebook
Instagram
Facebook
Instagram
Facebook
Instagram
5.5K
2.1K
4.5 K
12K
11.5K
2.8K
2.3K
47 320
1.6K
1.6K
Objective: Generate Content
of Interest to City's Target
Audiences
• The majority of residents reported feeling `very, or
`somewhat' informed about the City's goals and
objectives.
• Current Top Sources for City Information
o Emails/E-notifications
o The Palm Quarterly newsletter
o Social media channels
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Objective: Position the City of Placentia as the Leading Social Media Hub for City News
Post Frequently
ALL social media channels
associated with the City
shall post two to five
posts per week.
The information must
flow consistently.
Generate More
Video Content
Paid Social Media
Advertising
Video content is desired
by internal and external
audiences. This includes
videos, reels, and stories.
Approximately 31,200 to
36,700 Placentia residents
on Meta (Facebook and
Instagram).
Paid Social Media
Management Platforms
These platforms would allow
the City to manage and
schedule content to ensure a
consistent online presence.
Ex. Hootsuite, Later, Sprout
Social.
Objective: Position the City of Placentia as the Leading Social Media Hub for City News
Measure Social Media
Performance
Social Media Best
Practices Training
Quarterly social media
reports should capture
analytics including
following, views,
impressions, reach and
follower demographics.
ALL staff with
communications
responsibilities shall
undergo social media
best practices training.
Objective: Generate Proactive
Communications that
anticipate, address, and
engage audiences.
News
Be the First to Share City News
Monitor Various Internal. and External.
Communications Channels
Share News with Business Organizations
Objective: Adopt a Marketing Plan for Citywide Events
Events Calendar
Capture all
community events
hosted throughout
the City of
Placentia, enabling
the Communications
and Marketing
Division to prepare
and promote events.
Coordinate Marketing
with Department
Liaisons
4111110.-
Following a marketing
plan for citywide
events is essential. for
maximizing
community
engagement and
participation.
Objective: Enhance and Maintain
Communications Tools Deemed
Successful by Audiences
Brown Bag Lunch Series
Recognized by internal audiences as a
successful communication tool, fosters
collaborative environment among staff.
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Objective: Provide Staff with
Crisis Communications
Guidelines
• Develop a Crisis Communications Plan
o The City should consider the development of a
detailed Crisis Communications Plan that provides a
structured framework for effectively managing and
responding to unexpected events or emergencies.
Objective: Set and utilize metrics effectively to measure progress, evaluate performance, and drive continuous improvement across City communications
Social Media
Media Coverage
E -newsletters
Website
Events
• Number of Followers
• Reach
• Impressions
• Page Likes
• Profile Visits
• Engagement
• Etc.
• Number of stories
published about the
City of Placentia
• Tone of the articles
• Number of
subscribers
• Click -through rates
• Open rates
• Bounce rates
• Visitors
• Page Views
• Pages visited more
frequently
• Attendance
Set Baseline and Track
• 1
1 •• .1.0.
Questions?
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