Telling Stockton's StoryOPTIC Communications Plan FY 2025-26Strategic Communications & Public EngagementCity Council MeetingNovember 18, 2025Agenda Item 16.3 Building the Plan: Comprehensive Engagement13DepartmentsMet with every department director over four weeks6WeeksIntensive engagement period October-November 202510K+Request HoursTotal hours of documented communications requests4.8KOPTIC CapacityAvailable team hours requiring strategic prioritizationThrough this comprehensive discovery process, we documented objectives, goals, and deliverables across all city departments. This created a clear prioritization framework for City Manager selection and strategic resource allocation.
OPTIC Communications: Legal Boundaries Under California LawThe Fair Political Practices Commission (FPPC) establishes clear guidelines for what city communications teams can and cannot do. Understanding these boundaries protects the City and ensures ethical, legally compliant communications.✓What OPTIC Can DoTelling the City's Story• Cover city-sponsored events where elected officials are present• Provide equal coverage to all elected officials at city events• Produce content about city services, programs, and operations• Document city accomplishments and department achievementsCivic Engagement Promotion• Encourage residents to attend or watch City Council meetings• Promote volunteering on boards and commissions• Support multi-department public safety initiatives• Share factual information about city operations✗What OPTIC Cannot DoProhibited Political Activities• Follow individual council members as personal PR team• Create content that potentially benefits one council member over others• Produce campaign materials or campaign-related communications• Use public resources to advocate for or against ballot measures• Create communications showing favoritism to any elected officialKey Principle:"The government may not 'take sides' in election contests or bestow an unfair advantage on one of several competing factions." FPPC violations can result in fines up to $5,000 per violation and legal action against the City.
Strategic Focus: Three BucketsOur communications strategy is organized into three interconnected focus areas, each designed to serve distinct but complementary goals for the City of Stockton.RecruitmentBuilding Stockton's Workforce & Community Participation• Fire paramedic recruitment videos• HR departmental recruitment across Fire, Public Works, MUD, CSD• Citywide "Join the Stockton Team" campaign• CSD Lifeguard recruitment• CSD Youth programs promotion (YESS program, summer camps)Community EngagementConnecting with Residents Through Social Media & Public Awareness• 3-5 social media posts per week (208 annual minimum)• Ask Stockton campaign launch and expansion• MUD infrastructure protection supporting vandalism reduction• Civic engagement promotion for council meetings and boardsOperations & InfrastructureCity Services, Public Safety & Critical Communications• 24/7 media response and press releases (48-60 annually)• Emergency communications coordination• New City Hall progress videos• Permit center explainer content and wayfinding design and production Phased Rollout: Key Campaign Launch Dates1Dec 2025 - Feb 2026• Ask Stockton campaign launch (November 18)• Fire Department recruitment campaign begins• Recruitment template library delivered to HR• New City Hall video series begins• Summer program promotion2Mar - May 2026• Lifeguard recruitment campaign (for May onboarding)• Social media training program development• Citywide recruitment video completion• New City Hall opening support3Jun - Aug 2026• Selected Departmental recruitment videos complete• Boards & Commissions videos• Cross-Department Social media training program launch4Sep - Nov 2026• Civic engagement campaign expansion• FY 2026-27 planning begins• Annual performance assessmentThis phased approach ensures consistent delivery across concurrent work streams while maintaining quality and strategic focusthroughout the fiscal year.
Ask Stockton: Empowering Residents to Report & ResolveAsk Stockton will be a comprehensive campaign designed to streamline non-emergency reporting and connect residents directly to city services. The initiative reduces city call volume while increasing community engagement with city operations.Campaign Components• Three 30-second social media tutorial commercials (launching November)• One 3-Minute GovTV commercial (launching November)• Tutorial video series walking through system features (website)• Social media awareness campaign across all platformsExpansion OptionsPricing quotes in progress for billboards, bus wraps, and radio spots to maximize reach across Stockton.
OPTIC Performance Commitments FY 2025-26Clear, measurable production targets that drive our communications strategy forward. These five core metrics represent deliverables designed to strengthen public engagement, support recruitment efforts, and keep residents informed throughout this transformative year.
Ask Stockton Platform5 video and print campaigns elements launched within 60 days18 informational social media videos produced annually to boost resident adoption and platform literacy Social Media Presence3-5 posts weekly maintaining consistent community engagement208 annual posts minimum across all city distribution channels Recruitment Campaign5 compelling videos showcasing city careers and cultureTemplate library delivered by June 2026 for ongoing hiring needs New City Hall Project8 progress videos documenting the journey from Historic City Hall to the New City HallComplete environmental signage and information kiosk videos for permit center and public traffic wayfinding Civic Engagement8 commissioner testimonials amplifying community voicesMonthly content packages supporting ongoing civic participation Telling Stockton's StoryStarting Now…PLACEHOLDER: VIDEO