Business Plan Summary

Transcription

1 Owner: Business Plan Summary Program Corporate, Operational & Council Services Service grouping Public Support Services Service Type Internal Service Elaine Gamble, Division, CAO's Office Strategic Priority Good government Purpose Effective and timely communications are essential in ensuring that residents and employees understand what the City is doing and the progress it is making towards achieving its priorities and objectives. Key processes Strategic Communications to the Public Financial & Staffing In $000s Operating budget 2010 Actual 2011 Revised Expenditure: Non-tax revenue: Net (tax supported): Capital budget Expenditure: Non-tax revenue: Net (tax supported): Staffing FTEs: Percentage of expenditures budget (all rate sources): Annual per household cost of net budget ($): 2010 Revised Ensure that the City of London reaches out to and engages with citizens, by providing easy to understand and accessible information in order to participate with and be involved in local government. Activities include public engagement, community outreach, research, public opinion polling, measurement and evaluation Revised Communications Planning and Support Public education and information, event planning and management, internal communications to staff, marketing communications, emergency and crisis communications, web and social media communications, brand management (image, reputation, logo compliance). Issues management Monitor and manage upcoming and emerging issues in a proactive manner by providing media training for staff, by fostering positive relationships with local and national media and by pitching good news stories to the media. 0 0 Page 1 of 5

2 Communications support for advisory committees is mandated by Council resolutions to provide communications support to the Accessibility Advisory Committee and the London Diversity and Race Relations Advisory Committee. Corporate merchandise and apparel program Management of the contract and inventory of corporate merchandise and apparel. Regulatory/Policy landscape Service Delivery method Mandatory Legislative 0 75 New council direction, new regulations, legislative changes AODA will have a direct and extensive impact on communication efforts. Current state of this service Opportunities and Successes: The Community Engagement Task Force was launched in 2011 and is designed to improve the way the City engages with the community. The final report, due in January, will result in a new policy for community engagement. It is expected that this will change the nature of our relationship with the community and will result in increased expectations for the City of London to engage and communicate in new and better ways. Challenges: staff spend the majority of their time supporting departments on individual initiatives, creating tactical communications materials such as brochures, posters, billboards, advertising, etc. However, there are currently no resources to improve the way the City communicates about Corporate strategic initiatives and priorities. This lack of capacity means that there are many activities that are not being done, including: finding new ways to tell the good news stories about City programs and services, engaging residents in City issues and activities using twoway communications methods, conducting public opinion polling and research, communicating with employees and measuring the effectiveness of the current communications efforts to ensure our messages reach residents. Recent enhancements to economy, efficiency and effectiveness Activities previously outsourced to consultants are now being done in house to save money. A renegotiation of the advertising rate paid to the London Free Press resulted in permanent savings now reallocated to a new staff position. Future direction of this service Council and the community continue to expect improvements in our ability to communicate effectively. Expanded use of social media tools also requires some additional time and effort as it increasingly is being used by the public as a customer service tool. The recommendations of the Community Engagement Task Force will be presented to Council in January and may result in additional workload and/or responsibilities for Communications. Page 2 of 5

3 Objectives next 4 years Finalize Social Media Policy and Guidelines To implement a social media policy and guidelines for the City of London. Signoff from Legal, HR and TSD before it goes to SMT. Policy approved by SMT and implemented across corporation. Lunch and learn sessions held for staff. Implementation of new policy and guidelines. Appropriate use of social media tools by City staff and strong oversight of social media usage by the public on City sites. Finalize and implement Community Engagement Policy The Community Engagement Policy will improve the way the City of London engages and communicates with the community. Community Engagement Task Force will meet during 2011 to review and recommend a final policy. Council approval of Community Engagement Policy and direction to staff to implement. Increased citizen participation in Civic government and citizen satisfaction. Implement new and improved methods of communicating with the public will continue to explore new and expanded methods of communicating and creating dialogue with the community. Research and analyze best practices used by other communities and corporations. Prepare business case to obtain additional resources needed to expand communications efforts based on best practice research and recommendations. Request TSD support to improve technology tools. Citizen satisfaction with the method, frequency and effectiveness of the City's communications. Ensure written and electronic communications are compliant with AODA To make all written documents available in alternative formats, as required under the Information and Communications standard of AODA. In addition, the website will need to be made compliant and will require improvements Review the final Information and Communication Standards under AODA and determine next steps towards becoming compliant. Page 3 of 5

4 Compliance with Information and Communications Standard. Emerging issues and challenges AODA The Communications and Information Standard is expected to create additional requirements to expand our communications efforts and make significant changes to the City's website to ensure compliance. Other Citizen expectations for the City to communicate with them on a regular and ongoing basis and using a variety of traditional and modern tools requires Communications staff with new skill sets in order to expand the way we communicate (eg: social media, multi-media, twoway, etc.) Service changes with financial impact (+/-) Improving Outreach and Communications with Residents Objective The City of London needs to continue to find new ways of reaching out to and engaging with citizens, by providing easy to understand and access information about what the City does and how they can participate with and be involved in government decision-making. The recommendations of the Community Engagement Task Force (expected January ) will put forward a policy framework for the way the City of London engages and communicates with the public. Implementation year Implications in $000s Target year Year Gross Expenditure Funding type Ongoing Non -Tax Supported Revenue Net (Tax Supported) Operating budget Year 1: Year 2: 0 Year 3: 0 Ongoing annual: Beginning year Capital budget Year 1: 0 Year 2: 0 Year 3: 0 Future years: Beginning year 0 This is the cost for salary and benefits for one additional staff person. Page 4 of 5

5 Statistics and performance measures A Activity measures External communications - news releases 2010 Expected 2010 Actuals 2011 Forecast Forecast Average number of unique visitors annually to the website (in millions) 2010 Expected 2010 Actuals 2011 Forecast Forecast B Efficiency measures 2010 Expected 2010 Actuals 2011 Forecast Forecast under development C Effectiveness/Quality/Satisfaction measures of residents who say they receive timely, accurate, relevant and accessible information Expected 2010 Actuals 2011 Forecast Forecast This would have to be measured as part of a citizen satisfaction survey in 2011, which will establish baseline data. Page 5 of 5