HomeMy WebLinkAboutJPW Presentation LPCity of Tustin
= Strategic Communications Plan Update
CITY COUNCIL BRIEFING
jpwcomm.com Tuesday, Aug. 17, 2021
Agenda Overview
Irm JPW scope of work/process
Research and insights
Recommendations
Next steps
JPWCOMMUNICATIONS
JPW Communications Scope of Work
0 PHASE I: Communications Audit & Assessment - COMPLETE
0 PHASE II: Strategic Communications Plan Development — PLAN READY FOR APPROVAL
PHASE III: Crisis Communications Plan Development — IN PROGRESS
PHASE IV: Community Brand Development - IN PROGRESS
The Plan Development Process
XX
0000 0 0FML
F- 0o p Research Strategy Program Implementation Evaluation
and Insights of Work
Research & Communications Plan Approach IR
Tirnefrarne Project Key Milestone
October 2020 Digital, Materials and Media Audit
January 2021 SWOT Analysis with City Leadership
February/March 2021 1:1 Interviews
April/May 2021 Community Survey
June 2021 Focus Groups for Seniors, Businesses and Spanish
Speakers
Mid to Late June 2021 Draft Research Report
July 2021 Draft Master Narrative, Key Messages, Audiences
and Plan Goals
Mid August 2021 Draft Communications Plan
MUNICATIONS
IR
THEMES SWOT
In the SWOT analysis, we heard the following strengths
and opportunities:
• Dedicated, solution-oriented staff
• Heart of Orange County; center of it all!
• Support from Mayor and City Council
• Connection with community and key stakeholders
• Partnerships with businesses
• Emerging tools, e.g. virtual spaces
JPWCOMMUNICATIONS
IR
THEMES SWOT
In the SWOT analysis, we heard the following
weaknesses and threats:
• Pension liabilities
• Recruitment of qualified talent/staff
• Communicating Tustin's story to all audiences
• Reactive (vs. proactive) communications
• Misinformation in community about projects
• Statewide laws
• Economic impacts due to COVID-19
JPWCOMMUNICATIONS
IR
THEMES SWOT
What does success look like?
• Transparent communication of both challenges and successes
with residents and stakeholders
• Meaningful engagement with residents and stakeholders
regarding city activities
• Proactive communication from all departments with residents
• Comradery with residents and stakeholders to continually
build a better city
• Relationships with key stakeholders
IR
THEMES 1001s
What's Going Well
• City is seen as a trusted information source
• Strong support for transparent communications from the
City
• Residents hold genuine trust with Tustin Police
Department
• Community events are a win and highly supported
• Community commitment is high, residents want to
continue to work, play and live in Tustin
What Could Be Improved
• The City needs to engage all audiences
JPWCOMMUNICATION7
IR
THEMES Survey
What's Going Well
• City is seen as a trusted information source
• Community members have a very positive impression of
ILOTM
the City overall
• High satisfaction with City staff, management and the City
Council
What Could Be Improved
• Outreach to South Tustin residents
• Residents access to information on City projects
and initiatives
JPWCOMMUNICATIONS
0 IR
THEMES Focusgroups
What's Going Well
• City's communication efforts are appreciated by
0 community
What Could Be Improved
• Community members want to hear from the City more
• Business owners hope for more proactivity in
communication between the City and business partners.
• Seniors want to ensure the City understands
mobility/transportation, accessibility and safety are major
concern for them.
JPWCOMMUNICATIONS
THEMES I Intercepts
0 Spanish S
Approach
• Low response rate from Spanish speakers in survey
and recruitment of focus group participants
• Two Spanish-speaking JPW team members attended
a food distribution event at the Tustin Family and
Youth Center to conduct intercept surveys
• Allowed team to speak directly to community
members in a familiar environment
• Created an important atmosphere of trust to
facilitate meaningful dialogue between the
participants and the team
• Highlighted strength of City partnerships
Communication Plan Recommendations
What does this mean for communications?
• Consistency in brand and communication style
• Shift to proactive vs. reactive communications approach
• Engaging the harder to reach audiences
• Focus on the ""why"
• Stronger collaboration with the city
• Leverage community partners as ambassadors
Next steps
• Community rebrand
— Kickoff internal committee, City Council and leadership (Aug. 2021)
— Marketing and competitive landscape analysis (Aug. 2021)
— Tagline development/creative concepts (Sept. 2021)
— Brand guidelines (Oct. 2021)
— Final brand presentation/launch recommendations (Oct. 2021)
• Crisis communication plan
— Kickoff (Aug. 202 1)
— Meetings with key team members (Aug. 2021)
o Orange County Fire Authority
o Tustin Police Department
o City emergency manager
— Draft plan (Sept. 2021)
— Tabletop exercise (Oct. 202 1)
JPWCOMMUNICATIONS
&P Thank You !
Lij Any questions?
jpwcomm.com