COUNTY OF MONTEREY
HEALTH DEPARTMENT
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Hitchcock Road Animal Services
Strategic Plan Update
Salinas City Council
Tuesday, February 3rd, 2025
Presented by Cindy Burnham,
HRAS Animal Services Administrator
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Strategic Planning Process Partner
JPA Board directed staff in August 2024 to find a facilitator for the strategic planning process.
Staff determined Raimi and Associates were available and able to meet the timeline given.
In November 2024, the process started.
Example
Strategic
Plans
Monterey County Health
Department Strategic Plan
Natividad Strategic Plan
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Timeline for Animal Services Strategic Plan
Set up planning
process, review
key documents,
conduct rapid
landscape scan
Strategic plan
completed in
2025!
Conduct SWOT analysis,
identify and prioritize goals,
strategies, and outcomes
Strategic
Planning
Interviews
Feb- April
2025
Strategic
Planning Team
(SPT) meeting #1
Nov 2024
Strategic
Planning Team
(SPT) meeting #2
Feb 2025
Strategic
Planning Team
(SPT) meeting #3
May 2025
Strategic
Planning Team
(SPT) meeting #4
June 2025
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Environmental Scan Notes
Reviewed other Shelter Strategic
Plans
Compared relevant plans to determine best
practices
Analysis of HRAS best practices.
Operational Excellence –
12/13 initially compliant
Policy and Governance-
2/6 initially complaint.
Community Engagement
2/6, initially compliant
Animal Welfare and Outcomes –
8/8 initially complaint
Data-Driven Decision Making –
3/3 initially complaint
SWOT analysis done by Board of
Directors, HRAS Staff and Advisory
Committee
Strengths: Majority related to dedication of
team, compassion for animals,
collaborations.
Weaknesses: Majority related to budgetary
and staffing constraints
Opportunities: More partnerships,
community outreach, education, services
Threats: Rising costs, politics, veterinary
shortages, processes, job competitiveness
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Stakeholder Interviews +
Focus Groups
HRAS core leadership and staff (n=11)
Advisory Committee members (n=6)
Jill Tucker, CEO of California Animal Welfare Association Animal Welfare organizations in Monterey (n=4)
Volunteers (n=10)
Community members (n=7)
COUNTY OF MONTEREY
HEALTH DEPARTMENT
COUNTY OF MONTEREY
HEALTH DEPARTMENT
HRAS
Strategic
Plan
COUNTY OF MONTEREY
HEALTH DEPARTMENT
1. Background
a) Brief overview of HRAS
b) HRAS Mission, Vision, and Values
c) Brief description of strategic planning process + participation
2. HRAS Strategic Priorities
a) 3 Goals + Strategies + Metrics
3. Looking Ahead
a) Description of how plan implementation will be monitored Strategic Plan Outline
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Mission and Vision Statements
Mission :
Ensure a high-quality of life for animals and people through education, compassion, pet retention, advocacy, collaboration, and effective enforcement in Monterey County.
Vision:
Animals and people thrive in Monterey County.
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Goals and Strategies
Goal 1
Deliver the Highest-Quality Animal Services
• Strategy 1.1 Ensure high-quality animal intake
management and/or support pet retention
practices
• Strategy 1.2 Enhance practices that support
animal well-being
• Strategy 1.3 Expand use of data to guide
long- and short-term decisions and proactively
communicate with partners and the public
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Outcomes
and Metrics
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Current progress
Strategy 1.1 Ensure high-quality animal
intake management and/or support pet
retention practices
2/5 strategies are done. (Tracking animal info
and surrendered animal adoptions)
2/5 strategies are in-progress. (Improve
resources for pet owners and expanding
education to support pet retention)
1/5 is a longer-term strategy. (Develop of
community-based Stray Cat and Dog
Management Plan)
Strategy 1.2 Enhance practices that
support animal well-being and
community health
2/4 strategies are done (Adequate housing for
shelter animals, vaccines/microchip
requirements)
2/4 strategies are in-progress (Reduce length of
stay and increase LRR* and addressing
emotional and physical need of animals). (*live
release rate)
Strategy 1.3 Expand use of data to guide
long- and short-term decisions and
proactively communicate with partners
and the public
4/4 strategies are in-progress. (Refining metrics
and sharing publicly, consistency)
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Goals and Strategies
Goal 2
Expand Community Engagement and Partnerships
to Enhance Animal Well-being and Ensure
Community Health
• Strategy 2.1 Expand education to communities
throughout the county and prioritize outreach to
hotspots based on data
• Strategy 2.2 Increase the volunteer base to support
high-quality services
• Strategy 2.3 Expand support and training to retain
volunteers
• Strategy 2.4 Develop inclusive, culturally responsive messaging and targeted outreach strategies to
increase visibility and advance strategic priorities
• Strategy 2.5 Strengthen and initiate strategic
partnerships to address community needs.
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Outcomes
and Metrics
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Current progress
Strategy 2.1 Expand
education and
prioritize outreach to
hotspots based on
data
2/3 strategies are in-
progress. (Disseminate
resources, community
engagement events and
messaging)
1/3 strategies are longer
term. (Expand efforts in
schools and youth).
Strategy 2.2 Develop
inclusive, culturally
responsive messaging and
targeted outreach strategies
to increase visibility and
advance strategic priorities
2/5 strategies are done. (Utilize
social media to publicize events
& volunteer opportunities,
tailor outreach to advance
priorities)
1/5 strategies are in progress.
(Mix of media & sharing
accomplishments)
1/5 strategies are long
term.(Partnering w/ others for
outreach and share
accomplishments with
community)
Strategy 2.3 Increase the
volunteer base to support
high-quality services
2/2 strategies are in-
progress.
(Enhance volunteer
program, reducing barriers
to include onboarding for
volunteers).
Strategy 2.4 Expand
support and training to
retain volunteers
2/2 strategies are in-
progress. (Standardize
volunteer protocols and
training opportunities,
create/promote volunteer
opportunities off site)
Strategy 2.5 Strengthen
and initiate strategic
partnerships to address
community needs
4/4 strategies are in-
progress. (Collaborate to
expand opportunities to
increase low-cost vet care
to address vet services
shortage, formalize
relationships and
strengthen partnerships
for low cost and accessible
spay/neuter, adoption and
redemption services and
rescue transfers, all to
reduce pet overpopulation
and euthanasia ongoing).
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Goals and Strategies
Goal 3
Establish Sustainable Funding to Enhance
Operations
• Strategy 3.1 Secure sustainable funding
• Strategy 3.2 Ensure the highest-quality facility
management practices and shelter operations
• Strategy 3.3 Improve staff recruitment, hiring,
and retention efforts
• Strategy 3.4 Expand facility as staffing and
resources allow to ensure high-quality services
• Strategy 3.5 Advocate for more effective
countywide animal well-being policies
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Outcomes
and Metrics
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Current Progress
Strategy 3.1 Secure sustainable funding
2/2 strategies are long term but in progress.
(diversify funding sources, improve
opportunities to increase financial donations)
• Friend of Hitchcock Road Animal Services
Strategy 3.2 Ensure the highest-quality
facility management practices and
shelter operations
2/3 strategies are in progress. (Explore
expanding veterinary services for critical care
and prioritizing operating within capacity)
1/3 strategies are long term(Explore option to
enhance hours, services and programs)
Strategy 3.3 Improve staff recruitment,
hiring, and retention efforts
1/3 strategies are long term. (Work with
county to improve the recruitment/hiring
process).
2/3 strategies are in-progress. (Support need
to increase staffing and promote working
environment that supports staff well being)
COUNTY OF MONTEREY
HEALTH DEPARTMENT
COUNTY OF MONTEREY
HEALTH DEPARTMENT
What’s
Next?
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Implementation –
In progress
• Identify Year 1 priority activities
• Review strategic plan with HRAS Leadership
Team and staff
• Share strategic plan with broader
community (e.g., presentations, website,
social media, internal signage, press release,
community events)
• Implementation!
COUNTY OF MONTEREY
HEALTH DEPARTMENT
A local young artist,
Scarlett Bispo, was
awarded first place in the
More Pets and People
Together Art contest,
earning a $5,000 grant.
Ms. Bispo designated
HRAS as the beneficiary
of this grant.
HRAS used the funds to place her art on
T-shirts to hand out at community events.
They are a hit!
COUNTY OF MONTEREY
HEALTH DEPARTMENT
COUNTY OF MONTEREY
HEALTH DEPARTMENT
Thank you for
your time.