SAN LEANDRO CALFIRE
TREE PLANTING PROJECT
SAN LEANDRO CALFIRE
TREE PLANTING PROJECT
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SAN LEANDRO CALFIRE
TREE PLANTING PROJECT
SAN LEANDRO CALFIRE
TREE PLANTING PROJECT
Strategic
Communications
Plan
City Council Meeting
June 20, 2023
Agenda
Background
Research Steps
External Research
Highlights
Internal Research
Highlights
Key Opportunities
Key Challenges
Key Goals
External Strategies/
Tactics
Internal Strategies/
Tactics
Staffing
Reccommendations
Background
3-5 year guide for communication
resources and activities
Strong interviewee cooperation
A snapshot at a time of interviews
Plan is flexible, adaptable to resource,
staffing changes
City has made communications an
organizational priority in past few years
City of San Leandro was an early adopter
of the free Simplicity App
30 interviews with Council, staff, community members
Community survey
Review of printed materials
Analyses of media coverage, website, social media
platforms
Research Steps
GoogleAds Metrics February 2022 - Present
Key Opportunities
Commitment to communication
Digital advertising very effective
Traditional and non-traditional
tools are required
Visual tools are now integral
Print news outlets remain vital
There is no single tool
Engaging residents is hard
Consistency is required
Resources are limited
Key Challenges
Increase confidence and trust
Raise understanding of City's role in
service delivery
Improve communications flow between
City and residents
Ensure staff are involved
Key Goals
Department team
Strategic counsel/key
messages
Personal touch
Direct tools/electronic
community relations
External Strategies/Tactics
Videos
Traditional community
relations
Advertising
Emergency public
information
External Strategies/Tactics
Ensure staff communications is top-of-mind
for all managers
Major campaign to highlight the work of
employees
Engaging Intranet
Internal Strategies/Tactics
Communications Goal: Improve the "City's image," one photo at a time Staffing Recommendations
Office of Communications & Community Engagement
Unify communications functions
Add specific positions to support current functions