P.E.G. Commission

9/9/19 P.E.G. Commission 6:00 PM Conference Room at High School MONTHLY MEETING Agenda Items Call to Order Roll Call Pledge to the Flag Approval of Agenda Approval of past minutes Correspondence Director’s Report OLD BUSINESS 1. Strategic Plan/Blueprinting Session Followup 2. Commission Member Recruitment NEW BUSINESS 1. None  Manistee PEG Commission August 5, 2019 Meeting Minutes 1. Call to Order Meeting was called to order at 6:04 pm by Barry Lind Present: Lind, Shelly Memberto, Tom Stege Absent: Mike Tillotson Also Present: Heather Pefley 2. Approval of Agenda Motion by Memberto, support by Stege to approve agenda as presented. M/C 3. Approval of Minutes Motion by Stege, support by Memberto to approve the minutes of the June 3rd meeting. M/C 4. Public Comment: None 5. Correspondence: None 6. Financial Report The June and July Financial reports were reviewed. Motion by Stege, support by Memberto to approve the financial reports as presented. M/C 7. Directors Report The Director’s written report was reviewed. 8. Old Business a. PEG Operations Overview Lind updated the commission on how the station operates, what is currently programed and then gave a tour of the station facilities and equipment to commission members. b. Strategic Plan/Blueprint Report The report was included in the commission packet, but the commissioners felt they needed more time to review and plan to discuss at the next meeting. 9. New Business: None 10. There being no further business to conduct the meeting was adjourned at 6:35 pm. 11. Next meeting Monday, September 9th, 6:00 pm at the Manistee High School Conference Room  CLIENT P.E.G. Commission (Public Education Government) BLUEPRINT COMPILED BY Rightside Design Group 07-01-19  P.E.G. Commission (Public Education Government) PAGE 2 P.E.G. approached the Rightside Design Group to facilitate a two part discussion regarding the future direction and strategic positioning of P.E.G. within the region. The following Blueprint is an overview of findings based on the discussion, research and recommendations. The Vision of P.E.G. is to serve as a publicly accessible repository of source information about governmental action/decisions, local events, and community activities for use by others. “ELEVATOR VISION” (short version for casual conversation) P.E.G. provides a library of original content for the general public to access in the areas of government and community activities. Through the use of relevant platforms, the Mission of P.E.G. is to improve the foundation of transparency in government by providing access to public meetings to the general public, stimulate community dialogue, and to engage residents in regional issues and activities. “ELEVATOR MISSION” (short version for casual conversation) P.E.G. provides unedited, unfiltered, original content to be consumed by the general public through a variety of relevant content platforms.  P.E.G. Commission (Public Education Government) PAGE 3 Strengths, Weaknesses, Opportunities, Threats. This portion of the Blueprint process, facilitated discussion with stakeholders regarding the direction of the organization. Onsite discussion, and prior facilitated discussion items were included as part of these findings. trengths - We provide transparency through raw information unlike any other media outlet. - We have platforms we can currently utilize (website, cable channels) eaknesses - Limited/Unknown Audience - Lack of Communication Regarding PEG in Community - Lack of Evolution in Product - Outdated Equipment - Financial Support Uncertain The SWOT discussion with the - Floundering Commission - Unclear Goals stakeholder group identified many - Discouraged Staff areas of concern and challenge faced by the organization. One of the most notable challenges is the pportunities lack of engaged board/leadership. Since the funding sources are - Create Relevance Through Sharing of Resources minimal and uncertain, the PEG - Realign Product with Consumer Consumption - Potential Partnerships commission MUST have a highly • DDA active and engaged board of • CVB directors in order to begin working • Schools • Visual Arts Program – Brian Veine through the Blueprint recommen- • Sports – Student Engagement for Coverage dations in order to begin to create • Social Media sustainability and audience for the product offered by PEG. hreats IMMEDIATE ACTION NEEDED: Fill - Lack of Local Awareness vacant board seats with energetic - Outdated Role members who are willing to - Volunteer Fatigue - Threat to Program Discontinuation volunteer hours towards the - Funding isn’t directly controlled by P.E.G.’s actions mission and vision of PEG.  P.E.G. Commission (Public Education Government) PAGE 4 With recent board turn-over, and the need to gain a focused direction for those who are serving on the PEG Commission board, an in-depth discussion was had in regards to the focus and direction of the organization. The following is the summary of these discussions, findings, and industry standards that will drive the organiza- tional structure moving forward. Create sustainability for the PEG Commission Sustainability can be created in two ways. One is through the board/staff make-up, the other through funding sources. Currently, the board is not filled, and finding board members who will be ACTIVE VOLUNTEERS for the organization should be a top priority. In addition, the funding sources for PEG continue to shrink (especially through the fee generated from Charter Communications for paid cable subscribers). Because of this, additional funding sources need to be looked at through collaborations and partnerships. Identify audiences of PEG content Before a solid plan can be developed regarding the content needs and potential partners, the PEG commission must identify the audiences for the content that it is delivering through its media channels. Discussion with the stakeholders revealed the following targeted audience/interest groups: - Interest Group: Government Activities -- People looking to learn, review, and engage with government councils, commissions and boards. (Demographic Estimates: Age 50+ : Inability to go to meetings physically, but are still wanting to be active and informed.) - Interest Group: Media Outlets -- Reporters and media outlets looking to review content to produce condensed story/fea ture for local/regional print, radio, TV messaging. (Demographic Estimates: media outlet/staff reporters) - Interest Group: K-12 School Activities -- People who are interested in viewing sporting, live performances, exhibits through the area’s K-12 school district who do not have the means to physically attend, or who has a schedule conflict that can be viewed at a later date/time. (Demographic Estimates: Family of students who are participating in the activity/event) - Interest Group: Community Event Participants -- People who are interested in community events & activities (Demographic Estimates: Age 50+ : Inability to physically attend) Identify content/media outlets to display PEG content Once the PEG Commission adopts the audiences and has identified all desired interest groups. These groups should be discussed individually in order to understand the consumption of content and what medium will maximize reach and effectiveness. Once mediums are identified (use of existing, or new) a management plan should be created in order to ensure sustainability and under- stand costs associated with the maintenance of these platforms (staff & volunteer time).  P.E.G. Commission (Public Education Government) PAGE 5 Identify key collaborators are area partners Financial sustainability is not only through key collaborators and partnerships, but it also provides outreach and audience to those who can potentially use the service PEG is providing. During discussions with stakeholder, it was identified that key collaborators and area partners are essential to potential funding along with users of the product. A target list of current and prospective collaborators are outlined below: - County, City, Township Government Entities - DDAs - Educational Entities (K-12, Secondary) - Community Events & Public Organizations (CVB, Chamber, Service Groups) - Foundations - Applicable private businesses Key collaborations and area partners are identified on a varied tier basis. Tier 1 partners are engaging with PEG in order to provide RAW content to its desired consumers. These are PAID partnerships with an allocation of funds being dedicated to PEG in order to provide a desired outcome. Tier 1 partners should go through an “Audience Identification & Medium” discussion with PEG members in order to understand, WHO (interest group) is their desired target, and WHAT medium do they wish to reach their target on (TV, Web, etc.) Tier 2 partners are partnering with PEG to provide ACCESS to content opportunities that fit into a targeted interest group identified by the PEG Commission. These partners DO NOT provide financial aid to PEG, but the access, allows the PEG Commission to provide content to their desired interest groups. These partners should be identified and approached to through an Audience Identification & Medium” discussion with PEG members in order to understand, WHO (interest group) is their desired target, and WHAT medium do they wish to reach their target on (TV, Web, etc.) Since these are NOT paid partners, PEG should try to adjust the content delivery inside an existing content medium. Media Partners are those in the region that use the PEG content to filter summary content to their desired interest groups. A stronger relationship with these partners will allow the summary content to be generated based on the original RAW content captured by PEG. For a visual representation of the content partner tiers, content mediums, and consumption, see figure 1 on page 6. Reorganize resources based on AUDIENCE, CONTENT OUTLETS, & PARTNERSHIPS In order to sustain long term success, reorganization may be required in order to serve the audiences, content outlets and parters that have been identified by the PEG Commission in the prior directional steps. Once these have been identified, a comprehensive plan should be constructed that will address the financial need, staffing, and physical resources required in order to serve the desired groups based on the mission and vision of PEG. In addition, assessment of success MUST be considered as part of this plan development. All goals and objectives outlined in order to serve a desired interest group must be outlined at the onset of work. This will guide and direct decision making in order to achieve success. (Example: If a goal is to work with local schools on broadcasting local performances. Once the content medium has been selected for displaying the RAW content to the desired audience, what is considered “success” by the PEG Commission? Is it the number of views on the video? The fact that it is presented? Other? See Figure 2 for an example worksheet that can be used for each content project by PEG.  P.E.G. Commission (Public Education Government) PAGE 6 Figure 1: USER EXPERIENCE DIAGRAM/USER INTERACTION CHART CONTENT CHANNEL(S) OVERVIEW CONTENT CHANNEL 1: Website/Youtube CONTENT CHANNEL 2: Cable Access Channel CONTENT CHANNEL 3: Social Media CONTENT CHANNEL 4: ___________________ CONTENT CHANNEL 5: ___________________ TIER 1 PARTNER Paid Content Partners PEG PRODUCES RAW CONTENT RAW Providing FUNDING to PEG & DISPLAYS ON PEG CONTENT CONTENT CHANNEL(S) for the capture & delivery of CHANNEL(S) content INTEREST GROUPS ONSITE CONSUME CONTENT ON PEG CONTENT GATHERING OF CHANNELS TIER 2 PARTNER CONTENT When a media partner summarizes content, Non-Paid that content is linked back to accompany the Content Partners PEG PRODUCES RAW CONTENT original RAW source information on the Non-Funded partners who are key in & DISPLAYS ON PEG PEG platforms providing opportunities where content CONTENT CHANNEL(S) can be captured and delivered to targeted interest groups MEDIA PARTNER MEDIA PARTNER Non-Paid USES CONTENT TO Media Partners SUMMARIZE ON THEIR CHANNEL(S) Non-Funded Media Partners access TO THEIR AUDIENCE content and provide summarized GROUPS reporting and feedback through their existing media channels. PEG should attempt to negotiate a direct link between RAW content and summarized media content items SUMMARY CONTENT INTEREST GROUPS CONSUME CONTENT ON MEDIA  P.E.G. Commission (Public Education Government) PAGE 7 Figure 2: CONTENT CAPTURE WORKSHEET PEG Partner that this capture is for? TIER 1 TIER 2 CIRCLE ONE PARTNER PARTNER MEDIA PARTNER Who is their desired audience/interest group they are hoping to target with this capture? What PEG produced RAW content channels will this be displayed on? Circle all that apply. Website Youtube Channel Social Media Cable Access Channel Partner Web Other: ______________________ What will determine success for the content parter by working with PEG to deliver this content capture? Viewing of content ________ number of times Making content available through _____________________ channels Picked up by local media outlet and promoted to their channels: __________________ Other: ________________________________________________________________________ How will content be marketed to targeted interest groups? (List funding allocation and content channel(s))  P.E.G. Commission (Public Education Government) PAGE 8 Develop a marketing plan and integrate content channels for maximum exposure Once content is captured, there may be the necessary requirement to pay to promote and “broadcast” to targeted audiences based on the content, partner, targeted audience, etc. This can come through the form of paid social media promotions, digital advertising, etc. Even if no paid advertisement of a content capture will take place, if the content is of value to the targeted interest groups, some general placement plan or standard operating procedure should be put in place so content can be made available through the content channels. Identify additional funding sources outside of paid partners Once the PEG Commission has identified key partnerships, and is providing quality content with quantifiable results. The opportunity to find “underwriting” partners that will contribute to the organization based on the proven results and content development should be explored. These partners can consist of private individuals, fundraising efforts towards targeted projects and content areas, or through grants from local and regional Foundations.  P.E.G. Commission (Public Education Government) PAGE 9 In order to provide focused direction, the following objectives are recommended to be reviewed and implemented by the PEG commission. These objectives are directly based on the discussion and feedback with stakeholders and industry trends. The objectives listed here are ordered in the sequence they would be accom- plished in order to achieve and promote the vision and mission of the organization. Fill necessary board seats with working volunteers looking to support the mission and vision of PEG Identify targeted audience groups (who IS currently consuming content, who SHOULD be consuming content produced by PEG?) Identify content channels to be managed and maintained directly by PEG. Are there other content channels that PEG can supply content for but not manage? Identify partnerships (paid and non-paid) and how they integrate with the mission and vision of the PEG Commission NOTE: Because of the integrative nature of these objectives, they should be discussed alongside one another, as discussion will touch on all points outlined here. Begin outreach and discussions with identified partners (existing and prospective). Open discussion with these partners to discuss goals, objectives, areas of growth, target audiences, etc. Reorganize the management structure and content channels based on the desires of partnerships and identified audience groups. This could include asset development, new equipment purchase, hire staff, etc. Put systems in place for content capture and set goals for content captures with clearly identified objectives to measure success for the content creators, and consumers. Create marketing and promotional strategy for content captures on the content channels. This could include paid promotions if required by the partners or is required to reach the desired audience/interest groups Identify additional funding sources outside of paid partnership opportunities Review worksheet and direction lists once/year  P.E.G. Commission (Public Education Government) PAGE 10