HomeMy WebLinkAboutReso 2016-022 MmL��rES �soLL�r�orr rro. �o��-ozz
MINUTES RESOLUTION OF THE CITY COUNCIL OF THE
CITY OF CHtiLA VISTA APPROVP�IG THE THREE-YEAR
MARKETING AIVD COMML�ICATIONS PLA'.v
At its meeting of February 16, 2016, the Cih� Council of the Cin� of Chula Vista took
action to approve the three-yeaz "Office of Communications Mazketing & Communications Plan.
2016-2019:' attached hereto as Exhibit A.
Approved as to form by
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len R. ngins j ; �
Cin Attornev ����
PASSED, APPROVED, and ADOPTED b� the Cin• Council of the Ciry of Chula Vista,
Califomia. this 16th da�� of Februan� 2016 by the following�•ote:
AYES: Councilmembers: Aguilaz, Bensoussan, McCann, Miesen and Salas
NAYS: Councilmembers: None
ABSENT: Councilmembers: None •
.�/
Mary S . Mayor
ATTEST:
onna R. Noms, C C, ity Clerk
STATE OF CALIFORNIA )
COUNTY OF SAN DIEGO )
CITY OF CHULA VISTA )
I. Donna R. Norris. City Clerk of Chula Vista, Califomia, do 6ereby certify that the foregoing
Resolution No. 2016-022 was duly passed. appro��ed. and adopted by the City Council at a
regular meeting of the Chula Vista Ciry Council held on the 16th day of February 2016.
Executed this 16th da� of Februarv 2016.
Donna R. Norris. MC, ' � Clerk
Minutes Resolution No. 2016-022
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2016 - 2019
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Minutes Resolution No. 2016-022
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This Marketing and Communications Plan is designed to Three strategic priorities describe how the goals will be
support the City's strategic goals to enhance revenues, accomplished. For each strategic priority,a set of actions
improve business and economic development, promote is outlined to be implemented to help meet the goals of
a positive City image, and attract people to live, work, the Plan.
invest and play in Chula Vista. The Marketing and
Communications Plan includes an overview of marketing The Plan is updated every three years to keep activities
research, goals, as well as strategic priorities and the current, respond to new initiatives and reflect changing
necessary action steps that will help meet the goals of the priorities.
plan. The Plan also connects to the Citywide Strategic Plan.
1 Increase local,regional and national awareness of 2 Enhance communications with Chula Ysta residents
the benefits of living,working, investing and about City issues,projects and services.
visiting Chula Vista
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�inutes[�esolution No. 2016-022 k
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Background � � �� . - � . �
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The City of Chula Ysta is located at the center of one of establish thousands of newjobs,create new public parks,
the richest cultural, economic and environmentally protxt natural coastal resources, provide conference
diverse zones in the United States.It is the second-largest and visitor-serving amenities and build an important
City in San Diego County with a population of asset for the entire San Diego region.
approximately 260,000. Residents enjoy a multitude of
amenities, including award-winning puhlic schools, The University&Innovation District in Eastern Chula�su
established neighborhoods, parks and trails, shopping will provide a collaborative learning and research
and dining opportunities and attrections, including environment for engaging students, faculry and
Aquatica, SeaWorld's Waterpark; the Olympic Training corporations in the creation and application of
Center; the Living Coast Discovery Center; and Sleep knowledge for cross-border xonomi4 social and cultural
Train Amphitheatre, San Diego County's premiere development. Chula Ysta is making strides as a Smart
outdoor music venue. City and working to provide businesses, institutions and
residents with access to state-of-the-art technology and
Chula Ysta is also advancing a number of major communications systems which will improve the quality
initiatives that will continue to showcase the City. A of life in the City,support prosperity and provide a more
regional leader in conservation and renewable energy, efficient government. In addition, the City has a
the City of Chula Vsta was the first large City in the tremendous opportunity to assume operations of the
counry to adopt a climate action plan in 2000.The City Olympic Training Center.The City has entered into a joint
also is advancing a plan for incorporating smart agreement with the United States Olympic Committee
infrestructure in the Bayfront development to become (USOC)toanalyzethefeasibilityofanoperetionstransfer,
more efficient through improved use of energy, water, including determining alternative compatible uses for
communications, and other critical infrastructure. The thefacility.
Chula Ysta Bayfront will 6e the first"smart community°
that will set the stage for planning future development. A num6er of development and redevelopment projects
TheCityalsoisdedicatedtopromotingjobdevelopment areunderwaythatwillenhanceandrevitalizeestablished
and supporting existing business and residential neighborhoods as well as create new urban communities
communities. with a mix of housing with quick access to restaurents
and sidewalk cafes, hotels, stores and shops, parks,
Chula Ysta is advancing several signature projects that schools and jobs. The Millenia community in the Otay
provide exciting opportunities for the City to capitalize Ranch area is envisioned as the new urban hub of the
on. Major land use, regulatory, and environmental South County offering shopping, dining, entertainment
planning hurdles have been cleared and the 535-acre and employment opportunities. Millenia is located on
Chula Ysta Bayfront project is moving forward. The 207 acres near Otay Ranch Town Center.
largest development project on the west coast will
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I�O�UtIOtt NO. 2�22
Several special events highlight Chula Vista and attract through severe financial distress during the recent
thousands of residents and visitors to the city. economic downturn. Even during the tough economic
HarborFest in August and the Starlight Parade in times, the City never stopped planning for the future
December have become popular city-sponsored events. and kept the momentum going on projects that have
TheThird Avenue Village Association, Port of San Diego, brought the City to this historic time.The City now is
and myriad event organizers bring thousands of others pursuing new opportunities as projects in eastern Chula
to the city for festivals, running and cycling events,and Vista are developed and established communities are
bayfront activities that show participants the assets and redeveloped. This additional growth will boost
attractions in Chula V sta from the bay to the mountains. economic development and provide the opportunity to
market the 21 st century Chula Vista.
The City has done an outstanding job managing record
growth over the past 20 years, and has persevered
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IResearch,outreach,and community input ' I I Target Audiences:
helped shape this update of the Marketing and TheTarget Audiences are the groups that the City
Communications Plan.An overview of the will be directing its marketing and communications
research and key findings are provided. activities.
7be Plan ident�es: 'V Strategic Priorities
The Strategic Priorities describe how the goals will
II Goals: be accomplished.For each Strategic Priority,Actions
The goals describe what we are striving to achieve. are outlined to be implemented to help meet the
goals of the Plan.Through the Actions,we will track
and measure results.
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Minutes �lution No. 2016-022
I : Research
�wo public surveys, a strategic marketing activation plan developed by
MJE Marketing,a civic engagement program,and feedback from the City �_•![�
Council provided input into the update of the plan.All of this research was "�
performed in 2014. The plan also reFlects research conducted by High �,��.�
Beam Marketing in 2070-17.The first public opinion survey targeted City ��^'
residents and was designed to gauge overall awareness of and pubfc r�n �v
satisfaction with Ciry services and define resident priorities.The secona r�„��A
poU targeted audiences outside of the City to assess perceptions of Chu la V '
vsta in the region.The City also secured consultant services from MJ�
Marketing to provide analysis,develop creative and design concepts,anc
recommend 6randing strategies for the City. These rxommendatiors
were implemented as part of the development of the new City of Chul,:
vsta website.In addition,two public workshops were mordinated by th�
Chula Vsta Public Librery as a civic engagement project that focused cr
securing public opinion about the reputation and image of the City
Nearly 150 individuals participated. -
7bc folloauing are,Eey fendings fiom tbae efforts:
• The vast majority(87%)of residents have favorable opinions about the
qualiry of life in Chula vsta.
• Over 70 percent of City respondents are satisfied with the City's efforts to
communicate through newsletters,the Intemet,television and other means. , Eighry-seven
• Almost 50 percent of regional respondents reported visiting Chula vsta ercent o
more than once a year. p f
•The top reasons for visiting Chula Ysta amongst regional respondents are residents have
visiting family and friends(3996),shopping(34%),dining (25%), avorable
entertainment(21%)and work/business(18%). f
•About one-third of county residents have a positive perception of Chula YsW opinions about
(35%),one-third negative perceptions(3596),and one-third neutral(31%). (he qllQlll� Of
•Chula Vsta ranked eighth i�perception among 10 cities in the Counry. �lfe ln
• The most positive perception of the Ciry among regional respondents is that Ch ula �sta.
the Ciry is becoming revitalized.
• The Internet is by far the most utilized method of finding out information
about activities and things to do in San Diego County.
•The marketing analysis recommended the Ciry capitalize on attributes of the
City such as award-winning schools,array of housing choices and
rxreational opportunities.
• A cirywide awareness campaign should educate business decision
leaders and influencers in San Diego County,as well as potential relocating
businesses,about Chula Ysta's assets and opportunities.
• Participants in the civic engagement workshops concluded that the top five
ways to improve Chula Ysta's image are to:
-Rebrand/market -Clean up Chula vsta
-Restore community events -Attract businesses and jobs
-Create a sense of community
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� Communications Plan
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II : Goals n � � __- -
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7bis marketing and�ommunications p[an is desigrred to accompluh the '
followinggoals• �f�� � : �
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Increase local,regional and national awareness of the benefits of living,
working,visiting,and investing in Chula Vista. "
Enhance communication with Chula Vista residents about City issues,
projects and services.
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III : Target Audiences
Audiences targeted in this plan:
•Chula�sta residents
•Business leaders
• Influence makers
•Local and regional agencies, non-profit,education,business and ,z
community groups
•San Diego County residents
•Visitors and tourists
•City of Chula Vista staff
IV: Strategic Priorities
To accornplisb tbe goals outlined in this marketing p1an, tbe O�ce
of Communications will focus on three srrategic priorities:
Enhance City of Chula Ysta's image and brand
Promote and market Chula Vista's assets,signature projects,programs
and services
Expand community engagement and partnerships
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1.
The Ciry of Chula Vista has made proqress over the past several years focusing on providing a high
quality of life for residents and visitors.This includes maintaining and enhancing outdoor amenities,
such as parks, trails, and bike routes. Other progress made includes downtown redevelopment and
enhancements,progress on major projeds,and growth in local business and retail sales revenues.While
survey results indicate the vast majority of residents believe the Ciry has a good quality of life, this
concept conflicts with the image that is occasionally portrayed in the media and
referenced by those who live in the northern communities of our region.This
Seventy frve speciu! Plan also identifies opportunities to address Chula Vsta's image problem with a
positioning strategy and messages that support the marketing goal to promote
events — large and and reinforce that the City is a great place in which to live,work,invest and play.
smal/ — attracted The first step is continuing to incorporete positive messages into City internal
135,000 people to and external communications.The marketing research and analysis confirmed
this approach and the positioning and theme developed by MJE Marketing was
Chula �sta in 2015. incorporated into the new City website.The research also provides additional
input and feedback to focus positioning and messaging.The positioning strategy
describes how Chula Ysta should be perceived-based on reality and not myths
-and messages will be crahed to support that positioning.Key messages will be incorporated into fact
sheets, the website, and other materials that all Ciry stakeholders (elected officials, staff and partners)
can easily communicate (e.g., ufe city, opportuniry for business success, landmark development
projects,great housing communities,etc.).These messages will be validated by the research data and ;
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will continue to be refined based on results of future surveys. The ��1������on Oy6-p,�i2,,, , , ;, ;:.
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engaged stakeholders through the public engagement effort,those who serve on Boards, ,,, , , ,,, , �
Commissions, and affiliated groups such as"Friends of Library"and"Friends of Parks and
Recreation," as well as others who also will be called upon for feedback and input as
needed.Involving stakeholders encourages them to take ownership of the messages and
helps inspire them to become brand ambassadors, communicating the City's messages
genuinely on behalf of Chula Vista.With a strong positioning strategy and message, the
City can proceed with new promotion opportunities to advance the positioning and
promote the City's image through existing communication channels and with actions
such as the new website Explore Chula Vista, arts and culture assets, new collateral, new
media angles and new community partnerships.
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d) Finalize citywide positioning stretegy and key messages- A citywide positioning
strategy and messages will be refined and updated to create a unified voice for Chula Vista.
The Office of Communications will coordinate with elected officials,City departments and
key opinion leaders to create a positioning strategy and the messages to support it.The
elements of the positioning strategy and messages will be developed from themes in the
existing research and tested among key stakeholders. For example, the theme of
revitalization could be used as the focal point of the positioning strategy. Another
positioning option will promote the effort to become a"Smart City"The messages will
describe and emphasize the"real" Chula Vsta and will be developed to resonate with
target audiences.These messages will be woven into all City communications, including
news releases,the website, collateral and social media.The messages also will be shared
with stakeholders so they can help communicate on behalf of Chula Vista.The following
findings will continue to be incorporeted into messages.
• First class resident services
• One of the safest cities in the country
• Leader in renewable energy and conservation
• Major development projects underway
• Re-emerging downtown
• Qualitybusinessopportunities
• Mix of housing opportunities
• Chula Ysta is close to home/easy to get to
• Premiervisitorattractions
• Smart City
9
\1inutes Res�.lution 0}6-�(��„��eC�i� of
b) Ezpand intemal communications-City employees are vital to pro�ecung a posi ive �y,ufn �icrn�ixmge
imageofChulaUista.ItisessentlalthattheGtyprwidesemployceswid�thetodsandinformation anilbrand
they need to t�ecome brand ambassadors for Chula Vsta.Employees should
be knowledgeable about City issues,services and developments,bothe�dsUng
and planned,and be aWe to communicate effecUVely with residents,visitors and In 201 S, nearly 1 SO
the business communiry.An intemal Communications Steering Committee will
be estabiished with key staff to share information about projects that can be Press releases were
communicated in newsletters, to the media, and to staff. Enhancing the distributed resulting
Intranet system will provide the Communications staff an avenue to distribute �n more th an 750
important information, such as resident concems,development updates and �OCp�, regional and
political iswes,quickly and efficiently.
nat�onal TV and print
C) Implement proactive media relations program - The Office of �tews items.
Communications is proactive in providing media information and
respo�ding to media calls on numerous City projects and developmentz,
policy and resident issues.Communications staff is committed to providing
media with fast, accurate information in order to meet deadlines. In
addition, Communications staff distributes press releases on a variety of
topics including finance and budget items, public works and recreation � -
activities, events, services, Council information, emergency
information/notifications, and more. To further enhance these efforts, a
media response plan will be prepared to establish a protocol for interacting
with the media and include aspecu sudi as a designated spokesperson, ' �
speaking points,prepared quotes from elMed officials,approved social media
posu and a response time allotment City message poinu will be irxorporated
into all speaking poinu and quotes.Being prepared to provide the media with
tfie infamation they need on a dmely basis will foster wlid relationships with
reporters who can help share the Ciq/s messages wRh residenu and visitors.
d) Update the City's website on a regular basis-The Office of Communications took
the lead working with all Ciry departments to create and launch a vibranG user-friendly,
service oriented website.Initial feedback has been extremely positive.Staff will ensure the
City's website provides quick and easy access to City services, information, City Council
meetings, Board and Commission meetings,agendas and minutes, public notices, public
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input opportunities and other information.The website is one of the Cit���tVC�SsqJuiion 0;6�,,,��,�7l,.„�
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channels of communication that helps citizens and the City of Chula�sta stay informed and ,,,rd n��,,,d �
involved.The Office of Communications updates the site with new content on a regular basis.
Online access to Council meetings is emphasized on the site in order to encourage public
participation in the dxision-making process.News releases about City issues and new photos
keepthecontentfreshandencouragemorefrequentvisiuNewsreleaseswillincludelinkstoother �
pages and social media to increase ease of use for site visitors.
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E) Coordinate editorial calendar - The Communications Office _ �
coordinates an editorial calendar to ensure key information is � .
distributed to local media.This has resulted in weekly coverage in local � ,` �
and regional (as well as occasional national news coverage) in print and
N news.The calendar provides the opportunity to focus on key times /� � �
such as the holidays when local media is looking for news stories. It is
updated every six months to promote the positive stories occurring in � �'�
Chula Vista. News releases are posted on the City's website and � �
distributed to the local and regional media. Key � �-
stories will be further distri6uted when there is
opportunity for national coverage (e.g., �
N8W Clrj' national environmental awards, bond ratings, � �
WebSltC: Year etc.)The editorial calendar also focuses on Chula �
Vista's services and existing and planned assets
over year, and projects to ensure that residents and visitors �
visitors are are getting regular updates on what is �
happening in Chula Vista. Content also includes
spending 16% economic development activities, arts and
longer on t/re culture events, resident programs,
environmental news and public policy updates.
website and � �
engaging f) Coordinate a social media calendar - The
more with the Office of Communications implements a robust -�
social media program on Facebook and Twitter that
content. focuses on generating engaging content that users
will want to "Like; comment on, share, retweet
and/or favorite to more widely disseminate � � �
information about Chula vsta. Online access to
Council meetings is emphasized on social media in order to encourage
public participation in the decision-making process.Additionally,economic
� develo ment,recreation,construction and other u
p pdates are included.The
regional research states that social media is also the number one
communications channel San Diegans use when looking for things to
do in the county.A monthly social media update calendar will highlight upcoming events,
promote attractions and arts and culture activities, provide development updates and
engage with residents and visitors.The Office of Communications proposes to explore
community partnerships to generate new content for this channel. Social media also will
be included as part of the media response plan.In addition to planned posts,the Office of
Communications monitors social media closely in order to respond to resident concerns,
visitor questions and stay abreast of potential problems that may require attention.
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Minutes Resolution . 0�6�„�.P�;i�.��
J) Continue Community Connection newsletter - The Office of Communications ��,uh� �isrnti�nage
produces the monthly Community Connection newsletter in order to provide news and u��r h�„nd
information to residents, visitors, and City staff. City message points will be woven
throughout the content.The newsletter is promoted on the City website and through
social media channels.Currently the distribution list includes 2,500 emails.Promotion and
online advertising will be implemented to expand the distribution list.
fl) Create dynamic marketing collateral -The Office of Communications collaboretes
across departments to produce high quality and inspired materials including newsletters,
advertisemenu,brochures,signage,photography,websites,videos,e-blasts and fliers.The
office will continue to manage the produaion of these collateral pixes to support City
developmenu, services and initiatives. Working dosely witfi project managers to ensure -
accuracy,the Office of Communications will incorporate the City's position and
mesuges into all materials.The City also provides graphic design support for
departmenu working with external stakeholders to promote colla6orative efforts.
1) Condud Public Opinion Surveys-Conduct public opinion surveys with City " �
residents as well as with those outside of the City.The research will be used to �,
.
track gains in awareness of City attractions and events as wel� as to secure •`� '
feedback to inform efforts to market and promote the City.
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j) Develop6cploreChulaVistawebsiteandmarketingcampaign-Thegoal _F;,�.,�
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of the Explore Chula Ysta marketing campaign is to promote and expand ,�;;;,_ _
awareness of Chula�sta outdoor amenities and other attractions.These efforts ': � -�,:�` ' - •
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alsowillcross-promoterecreation,healthycommunities,andotheractivities.The � "° • ��'=,;�: •�� .;��
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target audiences are residents, visitors and tourists. A vibrant, creative, :�-^ .`1� r , ,
informative and accessible website (ExploreChulaYsta.com) will provide a � R� �� �,._' ,
platform to promote and expand awareness of the myriad of activities in Chula ��� , �' ,fr
Vsta. The website will use photos, videos, links and information to highlight � V � ' �. ... , -'
assets and attractions in Chula�sta.The Fxplore Chula Vsta website will provide ^��� �'4 ' `� ' ' -�
additional support to www.chulavistaca.gov and offer opportunities to focus on �
marketing the City.The Office of Communications proposes to move forward with the
Explore Chula Vsta website to create another communications channel to promote Chula
Ysta amenities such as art and culture activities, trails, parks, buzinesses, tourist
attrections and special events.The best way to improve the image is to have people visit
and experience the City - seeing is believing. The Office of Communications also is
pursuing enhanced partnerships with the Chula vsta Chamber of Commerce, Third
Avenue Yllage Association,South County Economic Development Council and others to
provide information for the website.
�[) Create a special events promotion plan -The City of Chula Ysta is committed to
holding special events that bring communities together, promote the City and attract
residents, visitors and tourists.wth leadenhip from the Council, the number of events
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held in the City has increased annually since 2011.Two signature event����S1�F���h�ion 0 f 6-�,,,,,��y�.��r
(7rtd« !i.tu'r intu;;e
Starlight Parade, have attracted thousands to the City. The Office of Communications ,,,,,r�,,,,,,,�
proposes to expand awareness and participation in existing signature events and attract
new events by developing a targeted special events promotion plan. Staff will pursue
additional Continuous Improvement efforts to develop the plan and identify
opportunities for efficiencies and process improvements. The plan will include event
spaces to promote, pricing details, and marketing opportunities.The plan also
will outline communications and marketing support for existing signature
events. A key component of the plan will be to implement the City Council f/;
Sponsorship and Endorsement program to provide customer service and ��l ����S, �jJ�CC' Of
support for key events. Finally,the plan will address customer service to ensure Communications
that special event organizers have a positive experience in Chula Vista and are
�;ke�yto,et�,n. produced nearly
350 graphics
�) Establish banner program-Banners are a creative way to promote the City
and its attrections.The City has been approached by businesses and community projects including
organizations about opportunities to use banners to market events, support
economic development and promote community pride. A policy and a process IOgOS� brochures,
will be developed for displaying promotional banners in key areas of the City. yIQWS�et�el'S� WB�1
' Guidelines,including who is eligible for banner space and installation costs and
procedures, will 6e established and distri6uted through City communication designs and
' channels. The Third Avenue Village Association (TAVA) has used banners to 111���.�,
', promote merchants on Third Avenue. Representatives at local shopping centers
have expressed interest in using banners to attract business. Banners also
; provide the opportunity for the Ciry to promote signature events. '
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The countless first-class city services, developments underway and visitor attractions in Chula Ysta
could be considered the best kept secret in the county.Regional research shows that once San Diegans
hear about activitiez and attradions in Chula V sta,they are more likely to visit.The City will capitalize on
this by increasing its efforts to promote Chula Ysta asseu.The City has long been
' a sustainability champion, effective in implementing progrems with tangible
results;engaging residents,communiry groups,and businesses to address critical
�� climate change issues; and serving as a sustainability resource for other
' + municipalities in our region and nationwide.The City is placing renewed focus on
arts and culture assets by adding new resources to revitalize the Cultural Arts
��� �t r. Progrem and complete and implement the Arts Master Plan.The Marketing Pian
� �. will support these and other progrems via citywide and regionwide (and beyond
��- `� i. the region, if feasible) communications. This can be accomplished through a
�r' ' �� y num b er o f ways, inc luding Ciry communications (website, social media, direct
' � �. � mail,etc.),media relations,advertising and word of mouth.
� �
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t�.�� ACtiOnS
i� �•
\ / � ~ a) Create master list of assets and projects - Each year the Office of
/ � ` Communications will identify which assets,projxts,programs and services should
�F h be highlighted in communications.The list could be prepared based on a number
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of factors, induding key milesto�es occurring in that year, electio�'gVtf��ra��ion Op6-/�}�,,,,r�.Y „��r�er
decisions, anniversaries or s ecial events.This effort will hel to inform develo ment of �%uta t ssra's a.,sers,
P P p sigpulnre projeen.
the editorial and social media calendars. prnRrn,rrs� s�-r��i����
b) Maintain updated wrgeted media list-A list of preferred pu6lications and media
outlets will be updated.The list will be organized by areas in San �
Diego County(e.g., North County, East County,etc.). In addition to
publications, the list will include potential media angles based on
the research. For example, the research showed that residents of
North Counry inland are most interested in tourist attractions,such
as Aquatica,SeaWorid's Waterpark. �� , ,
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C) Collaborate with community and business partners - ° �'�,�!`������ ��° �i��� !r
r r
Collaboration with regional and local organizations such as the ��y� ��`v `, 4 v } � � � i < < �
Port of San Diego, South County Economic Development � '�i� f� � `, S. ,,.�: t ` .
Council, Chula Vista Chamber of Commerce, Third Avenue ' � ��'4-��u# �'��s`�.�yr` ,�<'
Village Association, the Eastlake Business Association, y , �,�� � .� , �ti'�e' �
,„� ����
Southwestem Community College, and others is essential to •k .�.�n s°;,�, '`, 7 '''�' �.`r" .+�,;y
�� '�'s.�' ' '�'s'i
Chula Vista's goal of improving business and economic �'� �.:j. y�, + ��'!� ,-j
development.The list will be expanded to indude the Regional '.� °'' ,, t
� � . t� .
Chamber of Commerce, Regional Economic Development : � • � ` ��
Corporation, and key organizations in Baja California.The Office � �.�<� ' � �/� '���' .t' � �*
of Communications will partner with the Economic � , ;i+f� �;�"��� `F.��°1�Ji�+'�sy1 �11!.
Development Department to communicate with these groups _ �
on a regular basis to provide input, lend support and promote ��'. �
key milestones and community events.City staff will create a list
of existing and potential partners to approach for cross � �
promotional efforts. • � �
. � .k- a`
d) Offer regular updates on major developments/issues-The Y �e
City's website, Intranet, newsletters,social media channels and the ✓'
new Explore Chula Vista website will be used to provide regular � � � _;�
updates on pressing issues and community developments. News � � � .
releases detailing progress on these fronts are prepared at key � ,
,� milestones to increase public awareness and knowledge of Chula ,�.���, .�
� Vista's continued revitalization. '"\�,
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e) Expand mukicukural marketing and cross-border outreach - ,
The City has taken initial steps to increase multiculturel outreach ' ��= �
, and civic engagement among residents. Other activities indude ��, � �-"
providing communications and graphics to promote opportunities
with Mexican officials and business leaders to assist with companies that want to establish
or expand in Chula Ysta. The Communications team also works with the Economic
Development team and elected officials as needed to support their cross-border activities.
Expand multicultural community and media outreach o�key issues and across the border
to capitalize on opportunities for cross-border economic, education, social, and cultural
connections.
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y�inutes Resolution . 0l6y6�,�,ore r mu.R�r
f) Provide support to Ewnomic Development team-The Office of Communications r pura �t,rnti r���zs,
works with the Economic Development team to support their efforts to attract and retain ��,��uturu prujecu,
businesses,educate regional and binational leaders and industry partners on Chula Vista ; ��,;run�s � ser�•ices
xonomic development assets,and provide media relations and graphic design services.
Collaborete with Chamber of Commerce,TAVA,and other organizations to promote Chula
vsta as a destination for shopping,dining,and rxreation.Assist with updating Economic
Development web pages and keeping the messaging current and relevant for marketing
Chula�sta.
,
QNEW Action Items
g) Develop and implement advertising program-Research shows that on;-
San Diegans know about Chula Ysta's assets and attractions,they are more like . • �
to visit. The Office of Communications has implemented limited advertisir:: �
campaigns, but a more strategic, robust plan can create better results. Placinc �. � - ..0
advenisements in targeted publications,travel sitesand social media,and linkin: '� �`
to the 6cpbre Chula Ysta website will encourage regional residents,visitors ana s� (�r�l
tourists to learn more about activities in Chula Ysta. The Office or � ,� /�
Communications will develop an expanded media plan, create advertising, anc
implement plan based on budget and priorities. Request an additional 5100,OOu
in the FY 2017 budget to prepare and release a Request for Proposals to retain a �
marketing firm to design and execute an advertising/marketing campaign to
highlight Chula Vista's assets and build awareness of current and emerging real ity
of the City.
fl) Establish an internal Communications Steering Committee - Ar�
internal Communications Steering Committee composed of key staff will
meet monthly to share the latest information on projects, issues and events
for promotion 6y the Office of Communications in social media, newsletters
press releases and more.
1) Promote Olympic Treining Center - The Office of Communications is
collaborating with City staff to promote the Olympic Training Center and expand
recognition as an Olympic Ciry. Communications will pursue opportunities to
incorporate the Olympic message into the City's overall messaging strategy.
Communications will assist staff with public and media announcements about
the City's potential takeover and operetion of the faciliry with the goal of havino
the faciliry remain an elite Olympic training center. There is a tremendou,
opportunity to utilize this change as a marketing tool where events and oth� � � � �,� •"
activities will build awareness for the City and the OTC and draw people fwr
throughout the region and beyond to Chula Ysta.
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J) Promote Smart City effort- Chula Vista is making strides as a Smart�ty.�e�'ity is ��,,,ln !ic�a'c uecers.
working to provide businesses, institutions and residents with access to state of the art .i;;uan�re pmjecn.
technology and a communications system, which will improve the quality of life in the Prohranrs 8 senicr.
City, support prosperity and provide a more efficient government. The Office of
Communications will continue to work closely with City officials to assemble a
' communications infrastructure system to help disseminate important information to
residents more efficiently. Additionally, the City intends to provide a gigabyte level
broadband that will drive economic, healthcare, education and innovation sectors to
levels that distinguish Chula V sta as a national Smart City leader.
�() Utilize Explore Chula Vista website - Once the Explore Chula Vista website is
; launched, it can be used as another communication channel to promote everything the
' City of Chula Vista has to offer residents, visitors and tourists. The informative and
accessible website (ExploreChulaVista.com) will provide a platform to promote and
i expand awareness about City trails, parks, arts and culture, businesses, shopping and
' recreational activities.
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Minutes Resolution '�o. 2016-022
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The Ciry of Chula Vista is committed ro engaging its communities and keeping stakeholders informed
and involved in projects and initiatives. The Office of Communications implements proactive
communications activities to provide information about City services such as libraries,parks,recreation,
environment,asset management,healthy communities,recycling,and animal care
services.The Office of Communications also coordinates Special Events with more
, US e,l 0 i' �han 60 large and small events held each year in the Ciry.The Ciry Council has led
� the effort to support two key signature events: HarborFest and Starlight Parade
that are attracting thousands to the City in the summer and during the holiday
season.
The Ciry also is working to promote opportunities for resident involvement in the
���eCtlp fl decision-making processes. Although the research showed that residents are
�.e�t�„� generally satisfied with the City's communications, there are opportunities to
enhance these efforts.Residents currently receive most of their information ahout
' City issues and projects from secondary sources(Intemet,television news and San
� -)iego Union Tribune).To the extent that the Ciry can increase readership of its
,ewsletters and direct mail, attract more frequent visits to its website and
; '" ' trengthen other communications efforts, it will substantially improve not only
", "� � esident satisfaction with the Ciry's communication,but also their knowledge and
�� - �nderstanding of Ciry issues,activities and important infrastructure challenges.
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_� 4�, Minut�s Resolution 046�,,,�1
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Actions " '
a) Utilize a variety of communication platforms-The research shows that residents �
are getting the majority of their Chula Vista news through third party sources. This ,
demonstrates the City has an opportunity to enhance its own communication channels,
which will enable it to better communicate its message to stakeholders.The new City �
website, social media, direct mail, electronic notifications and newsletters and news
releases are all valid means to communicate City messages. While the research states
residents found the City's website to be the most effective communication channel,they
also valued direct mail efforts.The ONtce of Communications will continue using aIl
outreach platforms at its disposal while considering new channels that may arise.
b) Enhancecivicengagementprogram-TheOfficeofCommunicationsassistswith
On average
a number of civic engagement activities.The Districting Process involved tremendous more than
community and media outreach, workshop coordination, advertising and promotion 12�000 people
to ensure residents were aware of the opportunity to participate in the historic
Districting Process.The Library Civic Engagement Program was a great success.The Office engage with the
of Communications proposes to build on that momentum by creating a civic engagement Ciry via soeial
program to regularly obtain feedback from residents and other stakeholders on life and
business in Chula Vsta.A civic engagement program will coordinate various City activities media per
(e.g., asset management, healthy mmmunRies, development projects, input /11011t�1.
opportunities, community events) and provide the opportunity to promote and raise
awareness for these efforts. Additionally, the Office of Communications will promote
notices of upcoming projects,community meetings,and public hearings.
C) Coordinate a speakers bureau - A speakers bureau is an effective way to reach,
engage and inform audiences about City issues.The City offers speakers for small groups,
conference workshops, trade shows and other meeting formats. The Office of
Communications will coordinate with the appropriate speakers(elected officials or staff).
Information about the speakers bureau will be posted in the City's communications
channels and promoted through media outreach.
19
M�nut Resolu ion 046-��,,,,�
d) Prepare easy-to-unden�tand communications materials - TFie e0ffice o� ����mnunin
Communications prepares brochures,fliers,web pages,and other materials in a variety of en,age�nenl&
formats using easy-to-understand language and concepts.This ensures that residents and P�n�,er5h;ps
visitors are able to access Chula Vista services and assets, as well as take part in the
decision making process.Materials are prepared in other languages as needed.
!) Coordinate communication effoRS with other organizations - The Office of
Communications keeps in close contact with local groups and businesses such as the
Chula Vsta Chamber of Commerce, Third Avenue Yllage Association, South County
Economic Development Council, Southwestem College, Sweetwater Union High School
Distrid, Chula Vsta Elementary School District, water districts, health care providers,
businesses, and others to coordinate communications efforts and capitalize on
opportunities to positively promote Chula vsta.
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ula vista . `�: �,�� _~'~�� �
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V: Timeline � � � ; t, �,, .
This is a three-year marketing and communications plan.This effort will be evaluated
�� �
quarterly and adjusted as necessary. �
�. � �� � � -
VI : Evaluation � � '
Progress made on the Actions in this plan will be used to evaluate the plan's success. �� , ,
The O%ce of Communications will submit a quarterly progress report on each strategy , ; �`,_ `
�v._.:';
to the City Manager.Budget expenditures and timeline also will be reviewed. — .�;•;�°
VII : Budget
Funding is approved as part of the annual budget process.Funding supports ongoing marketing and communications
activities and Special Event seed money supports City-sponsored signature events.
Marketing & Communications Resources FY 2015-16
Actrvrty Bridget
Operations ��*���L I�;� – ��/
S[affing 5693.298 �/
Supplies/Services Sa,390 � ', � i �
Subtoml 5697,688 �� T,–��_! –
Contracted Services +
City Council 9roadcast Services 520,000 �`r"�. '
Public Opinion Suroey 511,000 ��•• , '% �- , �lrr
Explore Chula Vista Website 54,000 � � � ``��.,�
Subrotal 535,000 � ` .+ "��,
�ii`�/r �
SpecialEvents � �
Facebook 51,110 ` �
Chula Vista promo video 54,500 � \��� ��I
Subroral 55,6J0 � �
SpecialEvents � �
HarborFest 515,000 ` �
Starlight Parade 515,000 �
SponsoredSpecialfventTBD 510.000 �; � � �
Subroml 540,000 �t�%.'y..
Communications y � � �
Multi-Cultural/Binational0utreach 525,000 ` �
CividCommuniryEngagement 55,000 „� I;� �
Subtotal 530,000
TOTAL FY 2015-16 Budget 5808,298 � � ' ���1
�� � ' �