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Agenda Item No:
Meeting Date: February 1, 2010
SAN RAFAEL CITY COUNCIL AGENDA REPORT
Department: City Manager 1
Prepared by: Terri Hardesty Assistant to the City City Manager Approval:
SUBJECT: Communication Plan 2010
RECOMMENDATION: Staff recommends that City Council accept Communication Plan for 2010.
BACKGROUND: Over the years, the community has become increasingly reliant upon the City's
communication effort to reach a wide and diverse population. It is essential that the City use its
communication tools and implement new approaches as the public expects and deserves to be informed
about issues that are taking place inside and outside of City Hall.
The City of San Rafael's Communication Plan is intended to help ensure the City is using its
communication methods as effectively as possible to provide the best level of service to the San Rafael
community. This Plan will help guide projects for the remainder of 2010 so that these projects are
prioritized according to the City's long term goals.
To develop this document, the Assistant to the City Manager met with representatives from other
departments to discuss their current modes of communication and to plan for future needs. Additional
research was done with outside peers from cities in California and non-profit organizations. The
completed draft was then reviewed by a communication's focus group to ensure a diverse voice existed
to pinpoint key goals and priorities.
ANALYSIS: The Communication Plan defines the goals, messages and audiences intended to lay a
foundation for a city-wide approach to improving forms of communication, focusing on leveraging
resources with a limited or no budget.
The plan examines nine new objectives and tactics identified by the Assistant to the City Manager that
should be implemented in 2010.
- Establish a communications team
- Convene a focus group made up of diverse segments of the population
- Assist with implementation of the new Web site
- Assist with the upgrade of Council Chambers audio/video capabilities
- Merge Focus magazine with Community Recreation Guide
- Manage e -newsletter message to public to reduce redundancies
- Increase subscriptions to Snapshsot by 25 percent
- Conduct survey of departmental use of Social Media Networks
FOR CITY CLERK ONLY
File No.:
Council Meeting:
Disposition:
SAN RAFAEL CITY COUNCIL AGENDA REPORT / Page: 2
The timeline for implementation of these objectives will depend upon the staffing and financial
resources availability over the next year. While the Communication Plan represents an important
snapshot of where the City intends to make progress in the next year, it is even more important to
remain flexible in order ensure progress is made toward meeting the City's long-term goals.
Staff will provide a status report at the end of the one-year plan. At that time it will be necessary
to recommend continuation of current objectives and/or create new objectives for 2011.
FISCAL IMPACT: No financial impact occurs as a direct result of Council accepting the communication
plan.
OPTIONS:
1. Accept the Communication Plan as enclosed.
2. Modify the Plan based on City Council desires.
ACTION REQUIRED: City Council accept the Communication Plan for 2010.
Encls: Communication Plan for 2010