[PDF] - 2.C. ITEM INFORM ATION I O R IG T N A L A G E N D A I S T A F F S P PDF Document

SLIDE 1

COUNCIL AGENDA SYNOPSIS

M eetin D ate

10/27/14

--------------- ------ ----- -------I ni ti a Is ----------- ------------- ---------

ITEM INFORM ATION

IT E M N o.

IS T A F F S P O N S O R : RACHEL BIANCHI I O R IG T N A L A G E N D A

D A T E : 10/27/14 A G E N D A IT E M T IT L E

Draft Com m unications Plan

C A T E G O R Y

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M tg D ote 10/27/14 M tg D ote M tg D ote M tg D ate M tg D ate M tg D ate M tg D ate S P O N S O R

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The City of Tukwila has identified enhancing its external and internal com m unications

S U M M 1 \R Y

efforts as one of the top priorities for the next two years. The City is interested in better telling the good stories within the City, and ensuring that key audiences have knowledge

f City activities,

events and initiatives. This presentation is to provide Council with the fram ework

f the

City's Draft Com m unications Plan.

R E V IE W E D B Y

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C o m m . D A T E : C O M M IT IE E C H A IR :

RECOMMENDATIONS:

S P O N S O R /A D M IN . C O M M I'T T E E

COST IM PACT I FUND SOURCE

E X P E N D IT U R E R E Q U IR E D A M O U N T B U D G E T E D A p P R O P R IA T IO N R E Q U IR E D

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F u n d S o u rc e :

C om m ents:

M TG.DATE RECORD OF COUNCIL ACTION M TG.DATE ATTACHM ENTS

10/27/14

Copy of City of Tukwila Draft Com m unications Plan

10/27/14

Copy of PowerPoint Presentation

n Draft

Com m unications Plan

1

2.C.

SLIDE 2

2

SLIDE 3

COMMUNICATIONS PLAN

Overview and Timeline

3

SLIDE 4

Purpose and Overview

Communications Plan

4

SLIDE 5

Purpose

Roadmap for enhanced communications with

internal and external stakeholders

One City identity Consistent and accurate information,

grammar, etc.

Enhanced use of existing channels; new channels

identified

5

SLIDE 6

Overview

Key Messages – the BBQ speech Communications Roundtable Central Calendar Translations Style Guide Identity Banners on TIB

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SLIDE 7

Overview continued

Printed Materials

Communications Division Review Strategic Use of Other Opportunities – i.e., SWM bill Reporter Hazelnut E-Hazelnut City-Wide Annual Report

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SLIDE 8

Overview Continued

Channel 21 TukwilaWA.gov Social Media Awards Citizen Comment Follow-Up Media

8

SLIDE 9

Overview Continued

TukNet Photo/Video Library Other Opportunities

Photo Org Chart TukwilaU Mayor/City Administrator Tours Standard Employee Welcome Packet

9

SLIDE 10

Timeline

Communications Plan

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SLIDE 11

2014 – Q4 2015 – Q1 2015 – Q2 2015 – Q3 2015 – Q4

Timeline

Comms Plan Central Calendar & Communications Roundtable Translations (largely for web, as needed will occur) Style Guide All staff trained by Q1 Identity Banners on TIB Communications Division Review (fully implemented with style guide)

11

SLIDE 12

2014 – Q4 2015 – Q1 2015 – Q2 2015 – Q3 2015 – Q4

Timeline Continued

Strategic Use of Other Opportunities (fully implemented with style guide) Hazelnut E-Hazelnut City-Wide Annual Report

March Edition October Edition Monthly

Channel 21 TukwilaWa.gov Social Media

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SLIDE 13

2014 – Q4 2015 – Q1 2015 – Q2 2015 – Q3 2015 – Q4

Timeline Continued

Awards Citizen Comment Follow Up TukNet Photo/Video Library

Permanent version on TukNet

Other Opportunities

13

SLIDE 14

Questions & Discussion

Communications Plan

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SLIDE 15

Draft - October 23, 2014

C O M M U N IC A T IO N S P L A N

B a c k g ro u n d

The City of Tukwila has identified enhancing its external and internal communications efforts as one of the top priorities for the next two years. The City is interested in better telling the good stories within the City, and ensuring that key audiences have knowledge

f City activities,

events and initiatives. Ensure timely and effective communications to bot "in ernal and external audiences Guarantee communications are transparent a~cessible t audiences Strategically assist department and other internalfstakeholders t key audiences Provide expertise and best proactive infor

utreach

and media relations Utilize multiple channels for cofffmunications; conti arise

Key messages are developecl.'for

the arbeque spe c "or "pick up" line. They are not meant to be a compre~ive look at the ~~f Tukwi

,I

ut rather tell the basics of what makes Tukwila what it is in a compelling ~ner. The bulietStbelow each~essage indicate proof points that can be used to buttress the message. T~oal for the ke~eSsages is to have everyone within the City eventually saying basically the same ~g.about the~y

though everyone

should feel free to use their own words - so that there is consistency ffi messa~ing about Tukwila in the broader region. The City key messages will

¥

likely change over time.

C o m m u n ic a tio n s G o a ls a n d O b je c tiv e s

Following are the goals and objectives

f the City's communication'~forts:

T u k w ila is a u n iq u e c o m m u n ity , w ith a n ig h ttim e p o p u la tio n

f 2 0 ,0 0 0

p e o p le b u t a d a y tim e p o p u la tio n th a t c a n e x c e e d 1 5 0 ,0 0 0

n a n y g iv e n d a y .
Tukwila is a shopping and employment

hub, and more people work in the city than work in 29 counties in Washington state.

The City of Tukwila

provides services for the daytime population, and therefore

perates

as a medium-sized city. City of Tukwila - Communications Plan Page 1

15

SLIDE 16

Draft - October 23, 2014 Tukwila is more than a mall; while everyone knows about Westfield Southcenter and the fact that the two busiest freeways in the state intersect here, we also have an extensive parks and trails system, distinct and interesting neighborhoods, and one of the most diverse communities in the state.

In 2010, the Tukwila

Public Schools was named the most diverse school district in the United States by the New York Times, and over 50% of Tukwila residents speak a language other than English at home.

Tukwila

boasts nine specific neighborhoods, all with different characteristics and enjoy families who have lived here for multiple generations. ey audiences who serve as critical stakeholders within the City. Some of the first European settlers in the ar~e to the D amish/Green River, which would

ne day become the City of Tukwila, and ,~er

remains a ce~

f city's core.

The City encourages residential and commercial growth in targeted are~hroughout Tukwila to create additional neighborhoods where pe~can live, work and play, su~ the Southcenter District and Tukwila South; in 20 years these areas wilLb1ant mixed-use'neighborhood. ~

We honor our past and our natural

history, but are forward thin mg and unafraid to reimagine

ur

city to ensure it remains vibrant and healthy for future ge ~. Audiences People chose Tukwila because of its loc

Residents
Business Community
Visitors
Employees
Community

Partners City of Tukwila - Communications Plan Page 2

16

SLIDE 17

Draft - October 23, 2014 Communications Roundtable

The Communications Roundtable will allow the City to better coordinate events and initiatives across departments, and allow the communications team to better serve each department. In addition, this regular meeting will allow the "good stories" to filter up so that we can better broadcast all of the positive things going on in the City. Finally, the Roundtable allows us to expand the footprint

f our communications

effort by empowering department representatives to be ad hoc members of the communications team, finding important information and good stories to tell, helping take photos when possible, etc. Roundtable members will attend a two-hour meeting 0

nth, and will be expected to

report out major events, initiatives and issues within t . . eparlment. For larger departments, representatives will need to do some advance wor

~n

the~artment to ensure they have a good understanding

f what is happeni

the various diVaS and be prepared to report out.

Roundtable
rganized by Novem

e

Check in with members by April,

In order for the City t should be maintained. Th, centr Iize much 0FI~l5le to extern lence We nave identified a program that will allow us to have lay.e~the~ar and c~sure t int~al information such as internal city events

r pub1i~ion

deadlines are

t accessible to external audiences.

Central Calendar The calendar WI be able to b Rdated o anyone, though the Communications Division will act as a filter an sure that all aClditions are appropriate for publishing on the calendar. In addition, it will be ~'cted that cfepartments will actively and directly add events and key dates through the cale~r; 1ation. Communications Roundtable Metrics: The Communications Division will develop and maintain this critical tool, which will include:

External City events
Internal City events
Ribbon cuttings and other external events attended

by elected officials

Proclamations

and traditionally

bserved months (Le. Black history month, etc.)
Events sponsored by community

partners (Le. school district, etc.)

Deadlines for publications

(Le. Tukwila Reporter, Grapevine)

City of Tukwila - Communications Plan Page 3

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SLIDE 18

Draft - October 23, 2014

In addition, the Communications Division will maintain a calendar layer that includes key dates ad deadlines for the various communications plans and activities. Centralized Calendar Metrics:

Calendar up and running (perhaps a temporary

version until the web build-out is complete) by Q4 2014

Q2 2015 poll of City calendar users shows employees find it useful

Translations Numerous languages are spoken in the City of Tukwila, a-n w immigrant and refugee communities join us, the number of languages will onlyincreas rom both a resource and practical perspective, translating all ofthe City's ~rials into a large number of languages is unfortunately not possible. In discussions wit ariety of individuals with experience working in Tukwila's non-English speaking communities, ~Iear that literacy als emains a large issue with many in these communities and therefore trans tin ~en documen ~y not have much effect.

"9

In addition,

the division

WI

rk with the Courts to utilize the downtime
f court translators

to create audio files that will be available on the website for non-English speaking residents in the languages identified

above. These files will allow the City to disseminate

information in other languages without concerns about literacy. The division will create evergreen content in some

f these languages, such as where to go for specific services, etc. and will do updates on an as-

needed basis to promote

ther activities and initiatives,

such as upcoming events or major City

issues. Each language will have their own page and will be promoted

in the Reporter, Hazelnut, through the Community Connectors, Channel 21 and other channels. The division will review

City of Tukwila - Communications Plan Page 4

18

SLIDE 19

Draft - October 23, 2014 the analytics

f the website

in one year to determine whether these services are being accessed and reassess depending

n those

statistics.

Translations Metrics:

Key web pages translated

into the five identified languages on new website

Key City publications

translated as needed in a timely fashion

Web pages with audio files available,

updated regularly and highlighted in various publications and through Community Connectors Style Guide INTRODUCTION: xlajni~kwila's need f~ear,ol')sistenCity identity as set forth in GoalS of the G~ 2012 Strat~gic Plan; introaucing the Gui~~e'asan important employee resource; and detailing the e~ctations re.ing these guidelines. VIS~TY: ~i in raRhics, colors, fonts and styles used to communicate corfs'stentw~kwi a:ssagmg; aetailing ~appropriate usage, format, sizing, placement, ., of these elements; anClproviding examples of their use. IDENTITY APPLlCA~S: Est~~hing standa-;'d formats, templates and guidelines for printed Cit~terials (Ietterhe~, meeti~~tices, etc.); providing designs for specialty items (banners, vehiclaparel, etc.); e~blishing ~~ndard formats, templates and guidelines for Tukwila's I

'~...I'

(P P~ '1 ) e ectronlc mE!ula

wer
mt, emal , etc.

IMAGES: cre'~~a unifiea City photo library accessible to all departments; providing general

bjectives,

standar~~s for taking photographs, using City photographs, and naming/identifying/captioning photographs. Photo release policy and City photo release form also included. WRITING GUIDE: Offering general tips for better writing; providing the latest version of the Federal Plain Language Guidelines, a mandate for public documents from Federal government; reference guides for proper writing and usage, as well as Tukwila-specific words and terminology. MEDIA RELATIONS: Guidelines for dealing with broadcast media (TV, radio), print media (newspapers), and electronic media (web, social media sites, podcasts); interview and public

The City of Tukwila Style Guide will cover a v

To effectively reach Tukwila's many and diverse targetaudiences, the ~ust maintain excellent communication as an agency standard. Clear, consist.nd effective communication is most powerful when every aspect of City outreach provides a seff~~rcontinuity to the pul5 I utilizing standards

f

design, color, tone and voice to deliver cohesive, ~i e messages A major factor in strengthening the Cit necessary tool to establish and maintain City of Tukwila - Communications Plan Page 5

19

SLIDE 20

Draft - October 23, 2014 speaking tips; standards and examples for writing press releases; press conference procedures and objectives; cultivating good news.

EMERGENCYCOMMUNICATIONS:

The Style Guide is another

pportunity

to ensure that employees fully understand emergency communications protocol, key staff associated with this and their contact information.

RESOURCES:Access to and use of City logo graphics; templates

designed for Word, Powerpoint, etc.; access to and index of image library; online reference materials (City Style Guide, Federal plain language guide); training through in-office sessions, group presentations;

r online

materials; support and assistance.

Identity

Style Guide complete

Q4 2014-

All employees trained

by end Once the Style Guide is complete, Communications staff' II out the Guide through a series

f trainings

with employees across the City. In additio, mp ates, logos and other key materials, along with the guide itself, will be available on Tuk~ar; easy dissemination throughout the City. That being sal we recomme . movin rward with the banners on TIB so that they can continue to sho he momentlof change and revitalization

n the Boulevard.

The Communications Di Ision will work with a small group of other City employees to develop three alternatives for the d~' 1n will solicit input and feedback on these designs from key stakeholders

n TIB, such as

IBAC. The City wishes to engag in a roader branaing effo .toetter identify Tukwila in the region. In addition, there is~f,icant momentum f~~ceme~banners in the city, particularly

n Tukwila Internation~uleva

he Communications Division recommends beginning the branding p'r:o-i third ~te , at-inclu~ a significant public outreach component to soli~, aback fror:esid:~t~sine~ers ~d

guests. The goal would be to arrive at

an agreea-u

n identity
D. the enCl~ 4th qua~hat

would begin to be implemented in 2016. Style Guide Metrics: Branding Metrics

Branding process begins Q3 2015
Final products unveiled Q2 2016

City of Tukwila - Communications Plan Page 6

20

SLIDE 21

Draft - October 23, 2014 EXTERNAL COMMUNICATIONS Printed Material The City of Tukwila utilizes a variety of printed material to educate and inform various audiences. Most

f these are developed

at the department level and are specific to various issues, such as code enforcement,

etc. All of these publications

reflect directly

n the City, and should present a cohesive,

professional image of Tukwila. In additi., e City puolis es a m n y double-tr cadvertisement in the Tukwila Reporter, commonly

~.

~ ~ known as the,"City Pages." l"HeCity pay~e

f $1,602.25

per month to run the ad, and the Reporter is distribU~ghout the ~Oughit must be mentioned that it does not go directly to every home, particularl~he case of multi-family structures. In order to get the highest use out of the Reporter, the Communications Di~n will create an editorial calendar specific to the Reporter and be proactive in develop~nten~le we will continue to solicit ideas from departments for content, the division will be more strat~gi~?jn the planning of each issue to ensure the most important information is included. Th~~ere assets like the Communications Roundtable and Centralized Calendar will be invaluable. As the City strives to develop its coordinated communications effort, attention must be paid to wide diversity

f target audiences.

We need to be mindful that we con tlie City's message in clear, understandable language, explaining technical terms, eliminati

n and providing

background information, making the information accessible to the wide udience. In order to ensure the City standards

f consistenc~ality

across aaepartments, printed informational materials should be reviewed by the Gommunications Divis"-rior to being disseminated to external audiences. A review will ensure they ~P)O date, effective, ali~~ontent, easy to read and understand, and are consistent with the City's look and.f~t Appendix A incilldes the beginning

f a comprehensive

communications invento~hip be updated wi~istance from the Roundtable, and dated items integ~d i~to the comprehensive City calendar. The City needs to provide coordinated an~nslstent.messages, an Ce them available through as many communications chanlre~ossible.~e.re ar~rous

ther~portunities

for us to more effectively utilize comm.'on::n nnels, s~as t ility oilJsrSWM fee mailings, business license renewal mailings, etc.

ij"~

where a centralize ca en ar and C~unications Roundtable can help us be more strategic in pusliing,out mes~es through various channels and take a strategic and longer . f h d h "..,

,_~i»:~

d~ff - . view 0 w atan

w we wan-

unJcate on I erent tOPICS. It is clear that there is a desire among some residents to have the Hazelnut return. Prior to this year, the Hazelnut was a publication developed by the city and mailed three times a year to all addresses within the city. The cost for each eight-page issue was approximately $8,000, including postage. The Communications Division recommends bringing back the Hazelnut beginning in 2015, though

n a twice

a year basis, mailing in March and October. City of Tukwila - Communications Plan Page 7

21

SLIDE 22

Draft - October 23, 2014 To supplement the Hazelnut, the City will begin to develop an email database and develop a monthly newsletter, emailed out on the third Monday of the month. Some content will be repurposed from the Reporter, but original content will be developed as well. In order to develop a useful database, the City will need to advertise the newsletter in its various publications, and make signing up very simple. A sign-up widget will be placed on the website and the Communications Division will work with other departments to gather email addresses to begin populating the database. It is recommended that we use Constant Contact, a web-based newsletter service that will allow us to maintain the database and send to a large number of recipients. Cost associated with this ranges from $20 - $85 per month and price is contingent

n number of contacts in the database.

Annual Report Beginning in 2015, the City will publish a comprehensive annua rep~hile some departments currently develop their own annual reports, it is recom~n:d that they~e consolidated into one City annual report, issued every year on FebrUary#ne-City approacn tothe annual report will allow us to tell the comprehensive story of the CitY~he previous year, hignlig~e various accomplishments, and ensure that stakeholders have a 360 de~~vj,ew

f the ent!~y.

The Communications Division will develop .plate for th~~l')a work with Departwents to finalize content. In order to save cost, we woul~ublish the report online, with a small run of printed copies made available in the lobby of City Hall ancFin otHe ublic settings. City Printed Materials Objectives:

Solidify the Cit

s'singular i

WI e variety of information

provided by all

'n

departments

Present a professiona'

a h City of Tukwila, by establishing standards and expectations _~'ication excee

_ermine

t~.m

~=:

for gettill~t the various City messages in a timely, re ource- and cost-effective manner

Develop com

unications ca endars that will cover regular publication dates and deadlines, special event~~etin gram milestones, etc.

Complete

a compretie slve list of all printed informational materials generated by each City department ~

Review all City's printed

materials to ensure they meet the communications standards

Develop an email address database for the distribution
f City information

Printed Material Metrics

Departments

route external communications through the division on a regular basis

Tukwila Reporter content includes a strategic theme for each edition, calendared
ut in advance
The Hazelnut goes out in March and October of 2015
Monthly E-Hazelnut

begins in January of 2015 City of Tukwila - Communications Plan Page 8

22

SLIDE 23

Draft - October 23, 2014

Annual Report published February 15, 2015
SUNey in November of 2015 (web, advertised in Hazelnut and Reporter), as well as other means,

show residents and other stakeholders are reading these publications and find them useful Channel 21 Channel 21 is an important resource for the City, and one that has the highest potential for growth. Currently there are 5,000 households within the city that subscribe to Comcast and have the potential

f accessing the City's cable channel.

Pr ~Iy, six slides rotate on Channel 21 and, with the exception ofthe live Council meetings, e only content displayed. In partnership with the IT division, after meeting with the rent~ractor providing services for Chanel 21 and reviewing the various options availa Ie, we have maae the following decisions:

The City calen

ar will be of greitelp to etermine

pportunities

for generating

riginal

content, and t~vision will worK with the Communications Roundtable to generate ideas as well. In addition, ~ are a nl~er

f resources currently

available that can be turned into content, such as the "Cit

II presentation

that was developed for the Community Connectors. Not only coul is be narrated in English and run on the Channel, but narrated into a variety of languages via our proposed partnership with the Court and made available on the Channel and website. Similarly, other presentations, events and activities can be recorded, narrated, edited, etc., and, when applicable, translated, and turned into compelling content for the channel. The division also recommends re-running Council and Committee

f the Whole meetings at different

times throughout the week to allow for more people to view these important civic events. Also City of Tukwila - Communications Plan Page9

23

SLIDE 24

Draft - October 23, 2014 available to the City are public domain shows and movies that can be run on the channel for free. When specific content is not running, a variety

f informative

and up-to-date slides will run.

Channel 21 Metrics:

Total

hours programmed per week (not including slides):

Q12015: 28
Q22015: 40
Q32015: 54
Q42015: 64

TukwilaWA.gov

Redesign the we

site wit .'.anew look and feel supporting the marketing and branding efforts

f

the City and refle~.verse make up and vision of the citizens of the City.

Improve the information

architecture

f the website that supports

a User-Centered Design (UCD) to key City services, making it easier for the public to find content they are searching for.

Make the website

compatible and easy to view on mobile devices and tablets.

Build a new site based on a content

management system (CMS) allowing each department active participation in updating the content

f their pages in a fast and simple way.
Back-end

Reporting functionality (Citizen requests, Website hits)

Integrated

Calendar Management System City Website Goals: City Website Objectives:

cre~«ic/i..

c Ive presence on t ~,web

~inate

timely infor~h promp~gh a variety of web-based communication cnannels

E~~

in online interaction with community members to improve

utreach

and efficiency '.~

.

The website for the City of Tukwila is often the fir.s Rortal that the public WI ccess to obtain information about our City. Providing the public Segularly updated and ~ate information in an easy-to-navigate, user-friendly layout is the primary ~tive ~website. Th~t>major redesign of the City's website took place in 2008. Since then, much !~chal)ged in the architecture,of CMS, as well as the level of expectations

f services=~ocal

go~~~ent

websites. The Communications

Division is looking to create a new City w~ite that includes a~~ated aesthetic and navigation design as well as a website that supports features~h as mob.ile' evice c~atibility, dynamic content,

nline

~ervices: e-commerce, »e;ifCs, Ci.tiz~n age cial medl tools, third party web service integration, and user-fnenaly adl1iln tratlon. City of Tukwila - Communications Plan Page 10

24

SLIDE 25

Draft - October 23, 2014

Provide opportunities

for e- newsletters and mobile notification through

nline opt-in

subscription services.

Create opportunity

for online and mobile based Citizen Reporting

f problems

in the city.

Translation

Services integrated throughout website including the addition

f audio files in

different

ADA compliance

Much of the content

n the current

City website is outdated and in need of updating. It will be important to work with each department after the initial content audit is finished to make sure the best information is available for our citizens. Using google analytics,.lhave a good idea of which pages are currently still used and which content can be removed due;to lack of interest. Because of the number

f people involved

between multiple department~:cUhiS part of the redesign to take much longer than other elements. Fortunately this work will not aff~he initial design, choice of CMS and site structure and can move forward in the baCkg"d as the initial reCiesign steps take place. Starting the process in Winter

f 2015 will allow 6~nths

for the work t~Pleted while we continue to work on other aspects of the redesign. Choosing a popular website structure based on other highly rated local, and nationwide government sites will ~ents to eva~hat is currently working and popular with other munic!~lities and help guiae OUf/process for adding content moving forward. Finalized department content ~. be added to tile dated site near the end of the redesign process. The Communications Divi . archiving

f the websit

TukwilaWA.gov Metrics:

Social Media

The City of Tukwila has .w:i~m.a~cial media presence and great opportunity to better use various assets to communicate witli'~~ey audiences. While there are a significant number of active social media channels a City could utilize, we recommend at this time that we focus on Facebook and Twitter. Once the City has a stronger presence on both of these platforms, the Communications Division will identify

ther opportunities

to expand our social media profile. Facebook: As of September 3, 2014, the City of Tukwila has had 16,000 total Facebook page views and has 2,563 total

likes. Per the latest Communications

assessment completed in spring of 2014, The City of Tukwila has 701 followers. Our numbers are relatively low in comparison to allother South King County Cities. City of Tukwila - Communications Plan Page 11

25

SLIDE 26

Draft - October 23, 2014 By increasing our followers/friends, we have the opportunity to further disseminate information to our key audiences. To do this, we will:

Follow/friend

active government Facebook accounts, such as the City of Issaquah, WSDOT, King County etc. Follow/friend Tukwila-related accounts such as the school district, local businesses and residents, and, when appropriate, follow/friend people that follow these same accounts; actively following/friending usually results in people following/friending back, which will extend our reach on Facebook Publicize the Facebook page on written materials ~ite, business cards, etc. These techniques will need to be deployed consistently; it. ~time thing and should become a regular part of our social media practice. However, with followers/friends comes the responsibility

f

frequent and compelling content posted on the page 4fie City is to ~tain an online community via Facebook, we will need to:

Tone is Critical on Facebook.

e voice 0«account should be exciting and engaging and make people wonder who i unning the ac~t. We want to be able to make people laugh and interested in what the City of Tukwi as to offer wittl remarkable and unique content. In addition, when people leave a

remark on the City's Rage,it is kelengage within a 24 hour Reriod. PeaRleshould be thanked for the

"likes" and for saying =tive things; people appreciate recognition and are more willing to engage in the future with accounts iIr~ true voice. Facebook is indeed an online community, and we must be present and participate in~r to reap the rewards associated with such engagement. Thank people for "likes". Thank people for saying positive things about the City and spreading information about

events. People appreciate

recognition and are more willing to engage in the future with accounts that have a voice.

Twitter: As of September 3, 2014, the City of Tukwila has only 342 tweets, 780 followers

and the account is only following 27 people/accounts. Our numbers are relatively low in comparison to all other South King County Cities. City of Tukwila - Communications Plan Page 12

26

SLIDE 27

Draft - October 23, 2014 Twitter is a great medium to impart helpful information to key audiences, but increasing the number of followers is key to utilizing this tool effectively. While mass following

n Twitter

needs to be done incrementally to not violate term of service issues, it is the most effective way to raise our number of followers as people naturally follow

back. The first steps toward

increasing our Twitter presence include:

Follow active government

Twitter accounts such as the City of Issaquah, WSDOT, King Countyetc.

Follow Tukwila-related

accounts such as the school district, local businesses and residents, and, when appropriate, follow peoPI~lIoW these same accounts

Follow other City ofTukwila

departments, an iTuKwila elected officials on Twitter, and peopl~ that mention the City of Tukwila o. er, long as the tweets are not negative

Publicize the City's Twitter

handle 0 Itten materials, we ite, business cards, etc. As with Facebook, the follow technique should be consistently applied over time to keep followers current and growing. Similarly, the more active the ~l.Jnt is,.~"ore likely the account will increase its followers. In order to increase the fre uency and variet tweets, we will:

Just like wit

cceb~ok ac~o~

ur TW!4iW voice of.should

be exciting. and engag.ing. We wan~ people to wonder~

IS running tile account.

Our goal IS to make people mterested In what the City of Tukwila has to offer,with remarkaland informative tweets. Additionally, engagement is key, so if/when people twee~ut the Git

r @ the Twitter

handle, we must engage back within a 24 hour period. Tweets are only 140 characters so responses need to be positive and concise. If people have questions about the city or its services, they will be directed to an online link or to an individual in the City who can help them. In addition, we will thank people for saying positive things about the City and spreading information about events and initiatives. Twitter makes it easy to search people or accounts that are talking about Tukwila, and we will do these daily to seek out these people and conversations. Finally, Twitter is an ideal medium emergency management and Communications will work with Emergency Management to ensure it is used during critical times. City of Tukwila - Communications Plan Page 13

27

SLIDE 28

Draft - October 23, 2014 The Communications Division continues to investigate the City's most up to date options for electronic archiving of the website, Tuknet and social media platforms and will build this into the website redesign. Social Media Metrics: Awards Metrics: Process in place by ~15 Apply for 10 awards in 2015

10 -15

posts per week each on Facebook and Twitter beginning Q1 2015

Increased followers/friends
Q1201515%
Q2201510%
Q3201510%
Q4 2015 5%
Awards

The City does not currently have a centralized struct ~identify and ap~wards. Clearly the

City would be a strong contender for many award

1

eserves to have sucH recognition. In addition, awards inspire pride in everyone connected to th~, from residents to employees to the business community. As such, the Communications Division will,aevelo a~tralized pro," applying for awards. V Citizen Comment Follow Up In the development

f this plan, multiple

sources recommended streamlining the process for following up with citizens who testify and Council meetings and ensuring Council is aware of these communications. Currently, Council is often not aware of any follow

up. While we recognize that the

City Clerk is currently responsible for ensuring follow up, and that the City Administrator's Report is

ften the place where Council can learn of such follow

up, it appears that not all follow up is done on a City of Tukwila - Communications Plan Page 14

28

SLIDE 29

Draft - October 23, 2014 consistent basis and that not all councilmembers are directly relating the information in the City Administrator Report with previous public testimony. The Communications Division would like to be helpful in this effort and work with the Clerk to identify a clear process for public comment follow up so that citizens are consistently communicated with after their testimony and Councilmembers are explicitly made aware of these communications. Citizen Comment Follow Up Metrics:

In partnership

with the Clerk's office, develop and implement process for follow up by Q4 2015

Media

"~.

In being more proactive in telling Tukwila's good storie ~ and"getting ahe~

thers, the City will

become more proactive in our outreach to the med

r major events, press advisories and releases

will be distributed to our comprehensive media Ii . Attachment B) and, whenaPl:~ropriate, the Communications Division will actively pitch stories t~re newsworthy. It will~ove the City to think of the press broader than the Tuk . a Reporter a~alisti~identify news~~y items to pitch to print, television and radio outlets. ~ .~

''i'

The City produc s two internally focysed documents, the Grapevine and City Digest (though the City Digest is distribut~~e public ~Ugh council packets). The Communications Division is responsible for the creation

f botli aocumen

hich are published in alternating weeks. Moving forward, we recommend that both pu"atio s.be pushed directly to employees' email in boxes (when applicable) to ensure a higher rate of read •. As such, an email template will be developed for each of the publications so that employees can receive them directly in their inbox. Printed copies will continue to be distributed to employees who lack email access. Publications Metrics:

Both the Grapevine

and City Administrator Report are pushed into employee's mailboxes by Q4 2014 City of Tukwila - Communications Plan Page 15

29

SLIDE 30

Draft - October 23, 2014 TukNet City Intranet Objectives:

The Communications

Division will evelop a City-wide photo and video library available on the share drive to all city emPI~~~n add~n, the division will make every effort to collect and digitize historical photos. This, along wi~her projects, would be a perfect project for a future intern.

'~$'i1'tiP

The Communications Division continu s to investi e City's most up to date options for electronic archiving

f the website~net

and ~ial media platforms and will build this into the website redesign .

Create a new site that offers both ease of use and 'n uitive information

architecture for employees

Create a better

channel for communicatin The City of Tukwila Intranet (TukNet) is the default home page for all web browsers used by City employees. TukNet is currently used as a way for employees to access citywide documents, forms, newsletters and online services. The intra net was last updated in 2008 and is in need of a major

verhaul.

The new Intranet site will also be built on a CMS system but will be made either with a Word Press CMS or Microsoft SharePoint, depending

n the hardware

availability within the IT department. The intranet will continue to be focused more as a repository for locating information

n

internal city policies and employee benefits and forms, as well as a main communications tool for delivering internal news to employees

n a consistent

basis.

Photo/Video

Library

Temporary

library established by Q1 2015

Library fully integrated

into new Tuknet site

Used by staff

City of Tukwila - Communications Plan Page 16

30

SLIDE 31

Draft - October 23, 2014 Other Opportunities While many of the ideas below are lower priority than most of what is discussed above, the Communications Division has identified the following

pportunities

that we intend to follow up on in late 2015/early 2016 once some of these larger priorities (such as Channel 21 stabilization and website redesign) are complete. Photo org chart - using badge photos, create an org chart within the City so employees better know their colleagues by sight TukwilaU - a monthly series of workshops available to emRISY,eeson a variety of topics, from a guest speaker from the Historical Society to a photogra b.ert giving tips on how to take great pictures Mayor/City administrator tours - monthly brown

15 g. unc e

ith the mayor/city administrator in various departments, divisions, etc. to allow1~tmional two~-cring

f information

Standard employee welcome packet - wo.. ith HR, the Division~ld like to help build a new employee packet that provides som~~ic information about worl<in at the City

City of Tukwila - Communications

Plan Page 17

31

SLIDE 32

32

SLIDE 33

Draft - October 23, 2014 Timeline

peach indicates planning stage; blue indicates implementation;

white indicates no activity

Identity Banners on TIB Communications Division Review

(fully implemented with style guide)

*Comms Plan

'*Central

Calendar

& Communications

Roundtable

*. Translations

(largely for web, as needed will occur)

*Style Guide

All staff trained by Ql

City of Tukwila - Communications Plan Page 18

33

SLIDE 34

Draft - October 23, 2014 Timeline

peach indicates planning stage; blue indicates implementation;

white indicates no activity

October Edition

~,

20)5 - Q2
,
March Edition

TukwilaWa.@ov

":::'~~

Social Media E-Hazelnut

Monthly

Strategic Use of Other Opportunities

(fully implemented with style guide)

City of Tukwila - Communications Plan Page 19

34

SLIDE 35

Draft - October 23, 2014

Tim eline - peach indicates planning stage; blue indicates implementation;

white indicates no activity

Awards

"* Citizen

Com m ent Follow Up

*TukNet

Pboto /Video Library

Perm anent version on TukNet

Other Opportunities

City of Tukwila - Communications Plan Page 20

35