City Commission Agendas & Minutes

AGENDA MARKETING AND PUBLIC RELATIONS WORKSHOP April 8, 2014 5:30 P.M. – COMMISSION CHAMBERS I. CALL TO ORDER II. ROLL CALL III. MARKETING GOALS, OBJECTIVES, AND TACTICS IV. CURRENT MARKETING EFFORTS V. ESTABLISHING THE WILTON MANORS BRAND VI. SOCIAL MEDIA POLICY DISCUSSION VII. PUBLIC COMMENTS VIII. ADJOURNMENT ANY PERSON REQUIRING AUXILIARY AIDS AND SERVICES FOR THE MEETING MAY CALL THE ADA COORDINATOR AT 390-2120 AT LEAST TWO WORKING DAYS PRIOR TO THE MEETING. IF YOU ARE HEARING OR SPEECH IMPAIRED, PLEASE CONTACT THE FLORIDA RELAY SERVICE BY USING THE FOLLOWING PHONE NUMBERS: 1-800-995-8770 (VOICE) 1-800-955-8771 (tdd). Marketing and Public Relations Workshop Backup Materials April 8, 2014 Marketing Goals, Objectives and Tactics 1. Introduction 2. Summary of Marketing 360 a/k/a information gathering 3. Overview of information and input gathered thus far: During the Marketing 360 planning session on October 8, 2013, members of City staff were asked a series of questions. Below is an overview of the questions and the respective responses. a) How is stakeholder feedback collected? a. Internally and shared at staff meetings b. Analytics are attached to City’s website c. Every 2 years a resident satisfaction survey is distributed via email, 450 responses were collected from the last survey d. City staff and elected officials attend neighborhood association meetings e. City advisory boards f. Focus groups (i.e. re-purposing parks) g. Feedback from key community groups (Pride Center, Chamber) h. Mayor hosts breakfasts with business community and asks for feedback In addition to this list does the City Commission have anything to add? b) Who are the stakeholders (also identified as the city’s current and desired target audiences)? Page 1 of 8 City Commission Workshop Agenda – Backup Materials Residents Visitors/ Business Facility Rentals Parks & Rec Families GLBT Tourists Owners Local Current Corporate Tennis Residents Residents (neighboring business Meeting Planners Membership communities) owners Renters Within U.S Landowners/ Clubs/ Facility Surrounding Visitors Investors Organizations Rentals communities /Tourists Seasonal Outside U.S Developers Non‐profits Camps/After Business owners school programs Seasonal Residents Gym Parks/ renters Membership Rec Visitors Facility Rentals In addition to this list does the City Commission have anything to add? c) What are three major goals you have for the city? The following responses were given by city staff:  Sustainability of special events – define socially and financially sponsor for events  Market the City as business and resident-ready city  Engage and continue to attract the GLBT community (local and international)  Continue to project attractiveness of business  Promote City venues and facilities –Be sharp when it comes to crises – guide us in responses to media  Increase participation of programs  Increase facility rentals  Increase fitness center memberships  Increase tennis memberships  Package and value – develop annual report  Goal is to get back to 13k residents  Getting word out about projects – grants that city receives – block grants – alternative funding and revenue services – multiple renovations to parks – make the messaging attractive in this area  Wilton Manors needs to be separated from Ft. Lauderdale – what makes it unique – reposition as a well-branded unique city – control the messaging  Provide accurate information for residents and treat residents well Page 2 of 8 City Commission Workshop Agenda – Backup Materials   Cell phone bill should say Wilton Manors  Be well branded as a city  Use the city’s identity to promote economic attractiveness  Establish a predictable process for communicating events and initiatives d) Question for City Commission: What marketing and public relations efforts do you feel have worked/not worked in the past? 4. Summary of the data collected from the Marketing 360 The City of Wilton Manors appeals to a variety of audiences who may have different needs and goals for visiting, investing, residing, or using the City’s services and facilities. For this reason a one-size-fits-all marketing approach will not work, because it isn’t focused enough. Using all of the information gathered, the Conceptual Communications team composed an Integrated Marketing Communications Plan which defines five core marketing goals that all work to accomplish the Marketing Vision Statement: To brand the City of Wilton Manors as a premier place to live, work, shop and play. A city that offers [all of its stakeholders] services and experiences, which are unparalleled in comparison to any other municipality. 5. Overview of IMC Plan Goal 1: Develop and Implement Content Strategy Examples of tactics that are being used to accomplish this goal are:  Revising current content on the city’s website to be keyword rich and more compelling to its target audience.  Revise url’s that are unclear to the user Goal 2: Establish the Wilton Manors Brand Examples of tactics that will be used to accomplish this goal are:  Establish a city tagline  Review and revise look and feel of all city communications (Town Crier, welcome guide, brochures, etc.)  Develop brand standards guidelines  Develop strategic messaging that identifies key phrases, benefits, proof and differentiation for each target audience category. Page 3 of 8 City Commission Workshop Agenda – Backup Materials Goal 3: Identify marketing and public relations tactics to promote city facilities Examples of tactics that will be used to accomplish this goal are:  Determine who the target audiences are for each facility/program.  Identify story ideas to promote each facility.  Research opportunities for awards and notoriety.  Develop rack cards and promotional materials (email marketing) as needed to promote facilities. Goal 4: Promote city initiatives, services, and events Examples of tactics that will be used to accomplish this goal are:  Establish clear pipeline to create awareness for all city events  Create awareness for the City of Wilton Manors’ Foundation including, developing an educational awareness campaign, tagline and clear messaging in regards to the Foundation added to the website Goal 5: Develop and implement a Public Relations Plan  Distribute monthly media releases through wired media distribution Develop a PR Crises Plan  Research topical news articles (local, state and national) that cover issues relevant to the city’s demographics, key target audiences, initiatives  Develop spokesperson talking points to be updated on a regular basis (monthly, quarterly, etc.). Current Marketing Efforts Prior to the Conceptual Communications team commencing work, the results of the Marketing 360 revealed that the following efforts were in effect:  Town Crier (bi-monthly) printed and hand delivered to homes.  Weekly E-blasts at random through the city’s website.  Events calendar displayed on the city’s website  Monthly article on behalf of Mayor Resnick in Island City News Marketing and PR efforts currently underway:  Launched email marketing Wilton E-News Page 4 of 8 City Commission Workshop Agenda – Backup Materials   Wired media releases (at least one per month) – currently averaging three per month.  Posting city events to all local calendars (CBS Local, Miami Herald, YELP, etc.) and pitching for local feature coverage when appropriate (i.e. free marimba concert in the community center).  Creating marketing materials that are attractive to each target audience (i.e. welcome guide).  Researching articles that mention Wilton Manors  Organically pitching local media with city news (example: 24th Street Redevelopment – The Metropolitan)  Pitching op-ed pieces to local, state and national publications  Reviewed urls and submitted recommendations to revise  Updating current new resident welcome materials  Revising current website copy  Posting media releases to website  Providing a monthly PR Report  60-day Google Analytics Reports Establishing the Wilton Manors Brand Introduction to Taglines The ability of a city to describe itself succinctly, usually in 8 words or less, says more about a city than any census report could possibly convey. Attractive city slogans sell an experience. They are used to convey who you are, what makes you special, and why the world should care. Examples: 1. Hershey, Pa.: 'The Sweetest Place on Earth' 2. New York, N.Y.: 'The City That Never Sleeps' 3. Garden City, Kan.: ‘The World Grows Here’ Purpose Taglines guide and influence consumer behavior, vacation preference and city allegiance. They are an easy and effective way to communicate a new or revised brand message. When properly applied, taglines can enhance the value and relevance of your brand, extend its reach, and give it renewed vigor. Why a Tagline is Important to Branding/Marketing Page 5 of 8 City Commission Workshop Agenda – Backup Materials When it is right, a tagline can become an enduring symbol that elevates your city’s brand message/destination marketing from the mundane to the memorable. Think ‘What happens in Vegas, stays in Vegas When it doesn’t work, it can leave your audience in a state of confusion:. Examples: 1. Buffalo, New York: Buffalo For Real 2. Cleveland, Ohio: Cleveland Rocks (Cleveland has a new tagline soon to be unveiled) Wilton Manors’ Current Tagline – The Island City As a local, this tagline makes sense since the city is surrounded by water. But to an outsider who may consider South Florida for its beaches, the meaning may be lost on those who are not familiar with it and those who possess different expectations. Another consideration with the current tagline, it supports some of the city’s targeted audiences, homes with docks/boat owners, people who want a home with water views, and those who like water activities. But how does it support families, entrepreneurs, businesses, city parks, nature paths, events, the city’s growing “foodie” culture, and the nightlife? Does it speak to the fact that you are a safe community or that the city is gay friendly? How Often Does a Tagline Get Updated? A brand message can get stagnant which is one reason why a city would want to update its tagline. How often it gets updated is based on a number of factors including internal, external pressure, new goals or objectives, etc. – a tagline can be updated whenever it is deemed necessary for a branding makeover. Tips for Creating a Tagline The truth is there’s no such thing as a perfect tagline; rather, the true test of a tagline’s suitability is whether its message is clear, consistent, and compelling. Ideally it tells a story that transcends the expectations of visitors, developers, residents and locals’ expected experiences. Tagline Do’s and Don’ts Do’s 1. Make it memorable - Identify what makes Wilton Manors novel and unlike the city’s that surround it. Page 6 of 8 City Commission Workshop Agenda – Backup Materials  2. The tagline should reflect the city’s attraction, personality and character. 3. Taglines that inspire individual interpretation, double-meanings or a little irony or humor often have the most appeal. 4. Think about it from your audience’s perspective –why would they want to come visit, open a business, invest, etc. Don’ts 1. Avoid words that are so often overused by other destinations or businesses. 2. Avoid being too literal 3. Avoid clichés Questions for City Commission 1) How do you feel Wilton Manors is currently represented in the community as well as neighboring communities? 2) Who are the target audiences the city would like to attract? 3) What differentiates Wilton Manors from its neighboring cities? 4) What words would use to describe the attributes, distinction or appeal of Wilton Manors? Page 7 of 8 City Commission Workshop Agenda – Backup Materials Social Media Policy a. Examples of best practice (other cities that currently utilize social media) – see EXHIBIT A b. Provide options (official city page vs. visit Wilton Manors) c. Overview of reporting capabilities regarding public records requests d. Policy and procedures for launch and implementation Page 8 of 8 City Commission Workshop Agenda – Backup Materials  ! 2013/2014'IMC'Plan' Client:'The'City'of'Wilton'Manors' Composed'By:'Conceptual'Communications,'LLC'  ! ! City!of!Wilton!Manors! IMC!(Integrated!Marketing!Communications)!Plan! Period:!November!2013!–!September!30,!2014! ! ! TABLE!OF!CONTENTS! ! ! I) Background……………………………………………………………………...Page!2! ! II) Marketing!Vision!Statement……………………………………………...Page!2!! ! III) Purpose……………………………………………………………………………Page!2! ! IV) Target!Audiences………………………………………….……..……………Page!3! ! V) Marketing!Goals,!Objectives!&!Tactics…..……………….…..Page!4!to!13! ! VI) Benchmarking!&!Tracking!Results………………………….………..Page!14! ! VII) Keyword!Research………………………………………………..……”Exhibit!A”!! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Page 1 of 14!  ! The!City!of!Wilton!Manors! 2013/2014!IMC!(Integrated!Marketing!Communications)!Plan! Period:!November!2013!thru!September!2014! ! I.!Background! Despite!its!relatively!small!size!(1.94!square!miles),!the!City!of!Wilton!Manors!offers!a! burgeoning!business!community!to!complement!its!diverse!population.!The!city's!Arts! and!Entertainment!District!continues!to!gain!popularity!amongst!local!visitors,!tourists! and!residents!alike.!!This!popularity!is!due!to!the!city’s!cool,!clean!and!hip!atmosphere! that! is! home! to! an! array! of! shops,! restaurants! and! entertainment! venues.! The! City! of! Wilton!Manors!is!ideally!positioned!for!continued!growth!and!acclaim.!! ! On!Thursday,!October!10,!2013!the!Conceptual!Communications!team!conducted!a! Marketing! 360! planning! session! with! key! members! of! the! city’s! staff! to! formulate! the!marketing!and!PR!goals!identified!in!this!IMC!Plan.!!! ! II.!Marketing!Vision!Statement! To!brand!the!City!of!Wilton!Manors!as!a!premier!place!to!live,!work,!shop!and!play.!A! city!that!offers![all!of!its!stakeholders]!services!and!experiences!which!are!unparalleled! and!unique!in!comparison!to!any!other!municipality.! ! ! III.!Purpose! The!purpose!of!this!IMC!Plan!is!to!serve!as!a!roadmap!for!the!approach!and! implementation!of!marketing!and!public!relations!objectives!and!tactics.!This! document!covers!a!planning!period!of!one^year.! The!IMC!Plan!is!congruent!with!the!strategic!goals!of!the!city.!Under!the!umbrella!of! this! Plan,! each! strategic! goal! is! now! supported! by! corresponding! marketing! and! public! relations! objectives! and! tactics! that! aim! to! help! accomplish! each! goal.! The! overarching!goal!of!all!marketing!and!public!relations!tactics!(media!releases,!social! media,! email! marketing,! etc.)! is! to! drive! traffic! to! the! city’s! website! and! convert! engagement!into!participation.!! The!intended!result!of!implementing!the!objectives!and!tactics!outlined!in!this!IMC! Plan,! is! to! increase! engagement! levels! of! current! stakeholders! and! connect! new! stakeholders!to!the!City!of!Wilton!Manors.!! ! ! ! ! ! ! Page 2 of 14!  ! ! IV.!Target!Audiences! ! Wilton!Manors!appeals!to!a!variety!of!people!who!may!have!different!needs!and! goals!for!getting!involved,!visiting,!investing!in,!or!residing!within!the!city.!For!this! reason!a!one^size^fits^all!marketing!approach!will!not!work!because!it’s!not!focused! enough.! ! To!understand!the!particular!audiences,!it!is!necessary!to!determine!who!actually! lives,!rents,!invests!and!visits!(i.e,!shops,!eats,!socializes,!etc.)!the!city?!Next,!it’s! necessary!to!decide!what!type!of!stakeholders!the!city!would!like!to!target?!With! this!understanding!the!marketing!team!can!better!determine!what!each!target! audience!is!trying!to!achieve,!what!appeals!to!them,!and!what!influences!them.!! ! To!answer!the!questions!above,!the!Conceptions!Communications!team!identified! the!following!audience!types.! ! Residents! Visitors/! Business! Facility!Rentals! Parks!&!Rec! Families! GLBT! Tourists! Owners! Local! Current! Corporate! Tennis! Within! Residents! (neighboring! business! Meeting!Planners! Membership! Wilton! communities)! owners! Manors! Renters! Within!U.S! Landowners/! Clubs/! Facility! Surrounding! Visitors! Investors! Organizations! Rentals! communities! /Tourists! Seasonal! Outside!U.S! Developers! Non^profits! Camps/After! ! Business! owners! school! programs! Seasonal! ! ! Residents! Gym! ! Families! renters! Membership! ! ! ! Visitors! ! ! Parks/! Rec! ! ! ! ! ! ! Facility! Rentals! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Page 3 of 14!  ! ! V.!Marketing!Goals,!Objectives!&!Tactics! ! ! Goal!1:!Develop!and!Implement!Content!Strategy! ! Objective:!Improve!SEO!(search!engine!optimization),!ranking!as!well!as!establish!a! clear!‘official!website’! ! SEO!is!the!practice!of!improving!and!promoting!a!website!in!order!to!increase!the! number!of!visitors!the!site!receives!from!search!engines.!There!are!many!aspects!to! SEO,!from!using!Keywords!on!your!page!to!the!way!other!sites!link!to!your!site.! ! Tactics:! 1. The!Conceptual!Communications!team!recommends!using!the!most!popular! keywords!(listed!in!Exhibit!“A”)!along!with!‘qualifiers’,!such!as!product! description,!geographic!location!or!specific!target!market!to!boost!ranking.!! ! Keyword!List! Attached!is!a!list!of!keywords!and!phrases.!Next!to!each!word!is!a! corresponding!search!number.!This!represents!the!number!of!searches!for! that!word.!The!higher!the!number!the!more!popular!the!word!or!phrase.!! ! Competition! On!the!list!of!keywords!,!the!‘Competition’!number!is!listed!next!to!the!search! volume.!These!rank!on!a!1^100!scale!^!100!represents!a!high!level!of! competition.!The!Conceptual!Communications!team!recommends!looking!for! and!using!keywords!with!lower!competition!scores.! ! The!Use!of!Qualifiers! Example:!Take!the!keyword!‘chocolate.’!As!a!small!candy!company,!it!might! be!difficult!to!rank!well!for!chocolate.!It!will!be!less!of!a!challenge!to!rank! well!for!chocolate!baskets!Orlando!(targeting!a!geographic!area)!or!corporate! chocolate!baskets!(targeting!the!business!market)!than!it!would!be!to!rank! for!just!chocolate!baskets.! ! 2. Rename!URL’s!on!website!to!improve!search!engine!optimization.!Proper! URLs!will!direct!the!search!engines!to!indexing!the!correct!version!of!the!site.! ! Example!1:!The!current!URL’s!do!not!reflect!the!page!the!user!is!on!and! because!they!are!so!similar,!each!url!is!competing!with!the!others.!! ! a. Wilton!Manors,!FL!–!Official!Website!! http://www.wiltonmanors.com!! b. City!Clerk’s!Office! http://www.wiltonmanors.com/index.aspx?nid=123! Page 4 of 14!  ! c. Leisure!Services!! http://www.wiltonmanors.com/index.aspx?nid=149! d. City!Parks!! !http://www.wiltonmanors.com/index.aspx?nid=155! e. Colohatchee!Park! http://www.wiltonmanors.com/index.aspx?nid=157! ! 3. Revise!website!and!all!digital!content!to!include!both!key!words!and! qualifiers.!! ! 4. Create!an!online!and!offline!business!brand!persona!with!a!unique!voice,! tone,!personality.! ! 5. Create!audience!personas!so!that!messaging!(online!and!offline)!speaks!to! the!appropriate!audience.! ! 6. Create!content!calendar!for!promoting!the!city:! a. Themes!for!the!month! b. Plan!for!the!week! ! 7. Create!content!that!addresses:! a. Tourism! b. Facility!rentals! c. Recreational!facilities! d. Business!development! ! 8. Promote!the!City’s!‘correct’!website!as!the!stakeholders’!trusted!source!for! accurate,!timely!and!transparent!information.! ! Example!1:!Currently,!when!a!user!Google’s!“Wilton!Manors”!two!websites!(the! ‘Official’!and!the!Government)!appear!(see!graphic!on!following!page).!This!can! be!confusing!for!the!user.! ! Page 5 of 14!  ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Page 6 of 14!  ! Goal!2:!Establish!the!Wilton!Manors!Brand!! ! Objective!A:!Develop!messaging!that!clearly!conveys!the!Wilton!Manors!brand! ! Tactics:!! ! 1)!Establish!Tagline.!It’s!advised!that!the!City!of!Wilton!Manors!adopt!a!tagline.! Taglines!(approximately!6!words!or!less)!summarize!the!current!efforts!in!a!catchy! way!and!often!serve!to!highlight!unique!selling!points!or!differentiating!factors.! ! Here!are!two!examples!to!clearly!show!how!a!tagline!is!complementary!to!a!mission! or!vision!statement:!! ! Example!1!^!Ford!Motor!Company! Mission:! We! are! a! global! family! with! a! proud! heritage! passionately! committed! to! providing!personal!mobility!for!people!around!the!world.! ! Tagline:!Built!for!the!road!ahead.! ! Example!2!^!Lucent!Technologies! Mission:!To!live!up!to!our!responsibilities!to!serve!and!enhance!the!communities!in! which!we!work!and!live!and!the!society!on!which!we!depend.! ! Tagline:!Deliver!More!Value!Over!IP! ! 2)!Develop!strategic!messaging!that!identifies!key!phrases,!benefits,!proof!and! differentiation.!This!key!messaging!will!be!utilized!in!media!releases,!talking!points,! and!digital!content.!This!important!step!will!convey!a!unique!Wilton!Manors!brand.!! Strategic!messaging!is!recommended!to:!! ! • Promote!and!describe!the!business!community!! • Promote!and!describe!GLBT!lifestyle! • Promote!and!convey!commercial!development! • Promote!and!convey!services!and!resources! • Promote!and!convey!residential!living! • Promote!and!convey!tourism!! ! 3)!Review!and!suggest!updates!to!the!Town!Crier!including:! • Name!change!that!is!in!line!with!new!branding! • Content!inclusion!&!format! • Distribution/Click!through!to!website! ! ! ! ! ! Page 7 of 14!  ! ! 4)!Review!look!and!feel!of!all!communications!pieces!that!are!distributed!on!behalf! of!the!city!to!ensure!the!new!brand,!look!and!feel!are!consistent!including:! ! • The!Annual!Report! • Brochures! • Letterhead! • Advertising!(print!and!digital)! ! Objective!B:!Promote!the!Wilton!Manors!Brand!with!the!intent!of!distinguishing!it! from!other!cities!in!the!greater!Ft.!Lauderdale!area! ! Tactics:!! ! 1) Social!Media! ! Pending!City!Commission!approval,!the!Conceptual!Communications!team!will! establish!and!activate!Facebook!and!Twitter!pages.!The!following!efforts!will!be! made!to!increase!engagement!levels!and!ensure!the!pages’!consistent!use:! ! • Identify!when/what!times!of!day!are!best!to!post! • Will!use!‘pull’!versus!‘push’!content!on!posts! o To!achieve!this,!content!will!be!a!mix!of!(50%)!entertainment,!(25%!to! 30%)!informative!and!(20%!^!25%)!educate! • Create!content!calendar:! o Themes!for!the!month! o Plan!for!the!week! • Respond!to!messages!and!comments!with!user’s!name!to!ensure!comment! gets!in!their!feed.!Example:!Thank!you!Jerry!House.!!To!inquire!about!a!fence! permit!please!contact!XYZ!at!XXX^XXX^XXXX.! ! The!City!of!Wilton!Manors’!social!media!pages!will!be!utilized!to!do!the!following:! ! • Promote!the!City’s!brand!by!distributing!information!on!a!daily!basis! • Share!information!in!regards!to!city!events!and!initiatives! • Distribute!information!during!crises!or!emergency!(boil!water,!suspended! recycling!collection,!city!facility!closures,!road!closures,!etc.)! • Provide!education!and!awareness!for!city!guidelines!and!policies! • Communicate!with!the!residential!and!business!community! • Spotlight!members!of!city’s!staff! • Share!accolades!and!earned!media!coverage! • Include!identified!keywords!in!daily!posts!! ! Include!80/20!mix!of!content!^!With!a!mix!of!80%!attention!capturing,!social,!and! helpful!information!mixed!with!20%!of!information!that!is!‘pushed!out’!or!city! government!focused,!the!City!of!Wilton!Manors!will!gain!the!reputation!as!a! Page 8 of 14!  ! “resource”!with!its!stakeholders.!The!80/20!mix!will!better!ensure!that!the!Wilton! Manors!Facebook!Page!will!rank!more!favorably!in!the!News!Feed!of!users,!remain! top!of!mind,!build!loyalty!and!move!users!deeper!into!the!funnel!towards!becoming! a!customer,!i.e.!renting!facilities,!showing!up!at!events,!sponsoring!events,!etc.! ! It!is!suggested!that!a!monthly!budget!of!$50.00!(for!initial!6^months)!for!Facebook! advertising!is!dedicated!to!grow!the!number!of!likes.!!As!the!number!of!likes!and! followers!continues!to!increase!on!Facebook!and!Twitter,!the!Conceptual! Communications!team!may!look!to!establish!‘Official’!Wilton!Manors!pages!on!the! following!additional!platforms:!! ! • Youtube! • Blog! • Instagram! • Pinterest!! ! 2)!Photo!Library!! The!Conceptual!Communications!team!will!look!to!populate!a!dropbox!account!with! approved!photos!that!can!be!utilized!as!requested!for!marketing!and!public! relations!collateral!as!well!as!on!social!media.!! ! 3)!Promotional!Video! The!Conceptual!Communications!team!is!recommending!that!a!promotional!video,! (no!more!than!4!minutes!long)!be!developed!to!be!utilized!on!the!city’s!website,!to! pitch!the!media,!for!future!business!development!initiatives!and!to!share!on!digital! media.!This!video!shall!highlight!the!unique!differentiators!that!make!Wilton! Manors!unique!and!the!must!go^to^place!to!live,!work,!shop!and!play.!! ! 4)!Develop!marketing!materials!that!appeal!to!each!key!target!market.! ! For!Example:!! Visitors!and!Tourists:!Visitor’s!Guide.! The!Visitor’s!Guide!will!offer!a!comprehensive!view!of!all!that!Wilton!Manors!has!to! offer.!This!guide!(in!both!printed!and!online!versions)!will!appeal!to!both!out!of! town!tourists!as!well!as!locals!who!live!in!surrounding!areas.!For!example,!a!parent! who!may!be!dropping!their!child!off!to!school!or!for!an!activity!would!be!presented! with!the!Visitor’s!Guide!in!the!school’s!lobby!and!utilize!it!to!pick!a!place!for!lunch,! plan!family!outings!to!parks,!tennis!courts,!or!find!a!nearby!service.!! ! New!Business!Owners!&!Developers:!Develop!brochure!for!interested!business! owners!that!promotes!the!city!of!Wilton!Manors!as!“open!for!business:”!This!simple! and!easy!to!read!rack!card!or!pamphlet!will!highlight!the!key!differentiators!that! prove!Wilton!Manors!is!an!attractive!city!to!develop!in!or!open!a!business.!! ! ! ! Page 9 of 14!  ! 5)!Compose!Brand!Standard’s!Guide! ! The!Branding!Guidelines!will!serve!to!provide!a!“rule!book”!on!how!elements!such! as!logo,!typography!etc.!will!be!utilized!by!all!community!partners!and!stakeholders.! All!or!some!of!the!following!elements!will!be!included:! ! ! • Brand!identity! • Logo!color!options! • Isolation!zone! • The!need!for!rules! • Logo!mark! • Minimum!size! • Use!of!these!guidelines! •! Tagline! • Marketing!approval! •! Tagline!minimum!size! • Color!palette! •! Unacceptable!logo! • Logo!construction! ! usage! • File!formats!and!usage! •! Typography! • Application!of!branding! • Logo!clear!space! ! • Business!Card! ! • Letterhead! ! • Envelopes! ! • Note!Card!&!Envelope! ! • Summary! ! ! ! Objective!C:!Provide!tools!and!support!for!solicitation!of!corporate!sponsorships! ! Tactics:! ! 1)!Develop!Comprehensive!Brochure! • Develop!a!comprehensive!brochure!that!is!relatively!timeless! • Two^fold!(5x7)!folder!design! • Design!to!remain!consistent!with!colors!&!design!elements!of!the!WM!Brand! • Stepped!inserts!to!highlight!key!elements!! ! 2)!Develop!a!corporate!donor!recognition!package! This!is!meant!to!offer!heightened!visibility!for!corporate!sponsors!who! participate!and/or!partner!with!the!City!of!Wilton!Manors.!Examples!include:!! ! • Inclusion!or!announcement!via!media!release! • Distribution!of!the!media!release!will!create! • 100’s/1000’s!of!backlinks!to! their!website! • Social!media!presence! • Logo!and!backlink!placement! on!wiltonmanors.com! (show!web!traffic)! ! Page 10 of 14! ! Goal!3:!Identify!marketing!and!public!relations!tactics!to!promote!city! facilities! ! Objective!A:!Identify!current!and!desired!participation!levels!for!each!facility! and/or!program! ! Tactics:! 1. Meet!with!key!city!staff!to!identify!current!participation!levels! 2. Track!click^through,!bookings,!etc.!and!report!monthly! 3. Set!benchmark!goals! 4. Review!all!current!promotions!and!advertising!efforts! ! Objective!B:!Implement!tactics!to!promote!each!facility!and/or!program!to!the! appropriate!target!audience! ! Tactics:! 1. Determine!who!the!target!audiences!are!for!each!facility/program.! 2. Compose!key!messaging!(for!website,!media!releases,!social!media,! newsletters!etc.)!to!describe!each!facility!based!on!keyword!search!research.! 3. Determine!potential!story!ideas!to!promote!each!facility.! 4. Research!opportunities!for!awards!and!notoriety.!! 5. Develop!rack!cards!and!promotional!materials!(email!marketing)!as!needed! to!promote!facilities.! 6. Implement!specific!marketing!and!public!relations!tactics!to!reach!the! specified!audiences!such!as:! • Leveraging!the!city’s!new!social!media!platform!(post!weekly!info!in! re:!to!the!facilities,!create!a!group!for!each!target!audience,!etc.)! • Contacting!like^minded!facilities!in!the!Broward!County!area!who! have!similar!audiences!to!utilize!their!social!media!pages,!calendars,! newsletters! • Pitch!traditional!and!new!media!that!cover!a!similar!beat.!For! example,!mommy!bloggers!who!rate!best!facilities!for!a!day!at!the! park!! • PPC!!(pay^per^click)!Advertising!via!Google!(budget!to!be!reliant!upon! available!resources)! • Hosting!open!house!events!and/or!volunteer!appreciation!to!promote! the!spaces! • Humanize!each!facility!through!content.!By!spotlighting!a!facility!of! the!month,!participant,!success!stories,!loyal!users!etc.!a!more! personal!pledge!will!be!achieved! ! ! ! ! ! ! Page 11 of 14! ! Goal!4:!Promote!city!initiatives,!services,!and!events! ! Objective!A:!Establish!a!communications!pipeline!for!promotion!of!each!new!event! (also!applicable!to!new!initiatives!and/or!services!except!for!the!calendar!postings)! ! Tactics:! 1. Develop!an!event!marketing!matrix!to!calendar!future!events,!upcoming! initiatives!and!launch!of!new!services!–!this!will!help!to!ensure!the!marketing! team!knows!of!upcoming!stories!in!advance.! 2. Once!the!event!is!added!to!the!matrix!it!will!be!added!to!the!website!and! Facebook!page!first.!! 3. A!media!release!(if!appropriate!and!applicable)!will!be!drafted.! 4. Placement!of!the!event!on!local!calendars!including!but!not!limited!to:!Sun! Sentinel,!SFGN,!Yelp,!CBS,!Sunny.org!etc.! 5. Links!to!all!postings!will!be!provided!and!shared!on!social!media!as! applicable.! 6. Pitch!to!local!media!for!day!of!coverage!(if!applicable).! ! ! Objective!B:!Create!awareness!for!the!City!of!Wilton!Manors!Foundation! ! Tactics:! ! 1. Develop!Educational!Awareness!Campaign! 2. Tagline! 3. Clear!messaging!in!regards!to!the!foundation!added!to!the!website! 4. Rack!Card!or!Promotional!Piece! 5. Promote!via!social!media! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Page 12 of 14! ! Goal!5:!Develop!and!implement!a!Public!Relations!Plan!! ! Objective!A:!Streamline!public!relations!efforts!into!a!standard!system! ! Tactics:! 1. Compose!one!to!two!media!releases!per!month!and!distribute!in!the! following!order:! !! • Post!to!wiltonmanors.com! • Wired!Web!Distribution!(PR!Newswire)!! • Pitch!to!local!&!national!media!(when!applicable)!! • Revise!and!Post!to!blog!(if!approved)! • Link!to!media!release!via!social!media! • Teaser!text!in!newsletter/e^blast!with!link!to!read!the!full!story!at! wiltonmanors.com! • Post!earned!media!coverage!to!www.wiltonmanors.com!! • Compile!report!at!the!conclusion!of!each!calendar!month!to!notify!city! staff!of!known!media!placements! ! Objective!B:!Use!Public!Relations!to!heighten!awareness!of!the!Wilton!Manors! culture!and!brand! ! Tactics:! 1. Research!topical!news!articles!on!a!local,!state!and!national!level!that!cover! issues!relevant!to!the!city’s!demographics,!key!target!audiences,!initiatives! and/or!programs,!successes,!etc.! 2. Submit!responses!in!the!form!of!“Letter!to!the!Editor”!or!organic!media! pitches!for!future!inclusion.! 3. Research!new!media!outlets!(bloggers)!for!opportunities!for!inclusion.! 4. Identify!opportunities!for!awards!and!notoriety!(city^wide).! 5. Develop!talking!points!for!the!Mayor!–!talking!points!to!be!updated!on!a! regular!basis!(monthly,!quarterly,!etc.).! 6. Ghost!write!articles!on!behalf!of!the!Mayor!for!submission!to!partner! publications.! ! Objective!C:!Establish!a!PR!Crises!Plan! ! Tactics:! 1. Determine!flow!of!information!during!a!crisis.!For!example,!media!calls!and! inquiries!get!forwarded!to!media!relations!consultant! 2. Media!inquiry!list!is!compiled! 3. Media!brief!is!drafted!by!media!relations!consultant! 4. Media!brief!is!distributed!to!all!media!outlets!via!email! 5. Requests!for!on^air!interviews!or!coverage!are!scheduled!on!a!first!come!first! serve!basis!(any!and!all!exclusivity!requests!will!be!evaluated!as!they!occur)! 6. Press!conference!option!will!be!evaluated!on!an!as!needed!basis! Page 13 of 14! ! ! VI.!Benchmarking!&!Tracking!Results! ! The!following!efforts!shall!benchmark!the!marketing!efforts!and!tactics!outlined!in! this!IMC!Plan:! ! 1. Track!&!report!media!coverage! 2. Track!&!report!reads!and!hits!on!online!coverage! 3. Track!&!report!Google!&!Facebook!Ad!Campaign!results! 4. Review!Google!Analytics!connected!to!new!website! 5. Track!Facebook!Likes!and!social!media!analytics! 6. Track!participation!(facilities,!events!–!requesting!6!month!report!from!staff)!!! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Page 14 of 14! "EXHIBIT(A" Keyword Searches Compe99on wilton(manors(zip(code 110 A1 wilton(manors(restaurants 91 2.77 wilton(manors(real(estate 210 A1 wilton(manors(police(department 91 A1 wilton(manors(police 170 3.21 wilton(manors(library 140 A1 wilton(manors(gay 170 3.74 wilton(manors(florida 320 5.3 wilton(manors(fl 1600 6.49 wilton(manors(elementary 210 A1 wilton(manors(building(department 73 A1 wilton(manors(auc9on 170 A1 wilton(manors 2400 20.41 wilton(manor 140 4.9 tropics(wilton(manors 91 A1 the(manor(wilton(manors 140 A1 shoppings 9450 11.42 shopping 182962 46.9 services 60030 61.83 rentals 30504 41.84 real(estates 21181 13.31 real(estate 162386 53.24 parks(and(rec 27100 11.35 out(of(the(closet(wilton(manors 73 A1 lgbt 2165 25 lesbians 11405 39.79 lesbian 26306 47.67 hotels 317046 58.51 gays 1225 33.58 gay 118932 58.87 foods 21753 37.41 food 165476 55.33 events 22319 49.93 dinings 1013 5.18 dining 18390 36.09 clay(tennis(courts 27 4.34 city(of(wilton(manors(jobs 170 A1 city(of(wilton(manors 720 11.39 bars 13860 34.81 bar 34408 49.4 alibi(wilton(manors 91 A1