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Home My WebLink About2010 PubComm Year In Review2010 Year in Review Office of Public Communications In 2010, the Office of Public Communications provided a diverse array of support functions to the city council, City Manager’s Office and city departments through resources that rely on the strengths, creativity, skills and experience of its staff. At the same time, this office presented information to the public and media in truthful, transparent and authentic ways. Our primary commitment remains building and restoring citizen trust in their local government. That commitment is best summarized by: We care. We listen. We respond. 2010 Year in Review Contents Media Relations Social Media City Website Videos Marketing Awards Media Survey Staff back >>M Media Surveys • Participating members of local newsrooms (Aug. 30- Sept. 20, 2010) agree or strongly agree that the PCO is responsive, accessible and trustworthy. • See Media Survey section for all survey results and media comments, including those about city staff and city council Budget 101 In August 2010, Public Communications and Fiscal Services teamed to provide a Budget 101 session for local media so they would have a solid understanding of the issues being brought before the city council before the series of budget workshops even began. The intent was to improve the reporting accuracy of initial stories in order to make subsequent stories more accurate, as well. The effort was deemed successful by both media and city departments. Editorials Public Communications was instrumental in helping secure positive newspaper editorials about the City of College Station: “It’s time for the camera issue to go away” link--> 12/07/09, Bryan-College Station Eagle “Wellborn should work with CS on a resolution” link--> 05/09/10, Bryan-College Station Eagle “Recall election a bad way to handle Wellborn issue” link--> 12/12/10, Bryan-College Station Eagle Media Relations Jan. 1 - Dec. 14, 2010 Total news items with CS reference: 3,790 Number of individual media interactions: 5,000+ CS stories with positive tone: 975 26% CS stories with negative tone: 345 9% CS stories with neutral tone: 2,470 65% CS categories with most news coverage Police-Reactive: 933 23% Unemployment rates: 807 20% City Council: 557 14% General city reference: 387 10% Police-Proactive: 266 7% Economic/Community Development: 172 4% Success in Media Relations In fall 2009, there was agreement between the City Manager’s Office and the College Station City Council that the city’s relationship with the media was poor, thereby seriously contributing to the public’s negative image of the city organization. Enormous effort to rebuild those media relationships and the credibility of the organization, backed both by data and survey results, has resulted in a true transformation. Flickr: *NEW* Utilizing as an online repository and presentation site for city photo collections. 16,400+ Number of photo views since launching Flickr site mid-summer 2010. Among the most-viewed photo sets: • 848 views: ASA National Softball Tournament • 458 views: Veterans Day 2010 • 224 views: Senior Fall Fest • 202 views: National Night Out 2010 Facebook As a communications tool: • More than 760 new fans in 2010 (reached 2,163 by Dec. 15) • Fan profile: 54% female, 43% male. Most fans (58%) are 18-34 years old. 34% are 35+ years old. • Most-popular features are photos and videos As an advertising vehicle: • Northgate Parking ads (Sept. 3-10) generated 2.6 million impressions; 648 clicks; 95 cents per click. • 586 visits to the Northgate Parking page during this week came from Facebook ads. Twitter: • 1,462 followers (Dec. 15) • Terrific for quick notifications, such as election results, road closings, event promotions • Customer service tool • Excellent for monitoring conversations, sentiment Blogs: *NEW* Added two blogs in August 2010, one from the city council and one from city staff. • Staff blog: 3,656 views (Aug. 31-Dec. 15) • Council blog: 3,228 views (Aug. 31-Dec. 15) Public Communications has implemented a strategic social media presence that’s designed to: Extend our brand, marketing and messaging; improve dialogue with, and customer service to, our residents; and direct people back to the city’s website. Through venues such as Facebook, Twitter, Flickr (photos), WordPress (blogs) and YouTube (video), we are enjoying significant success that can be tracked and measured for effectiveness. S2010 Social Media back >>S Flickr.com allows us to display the city’s vast collection of photographs online at no cost. These beautiful images of events, people and places help us extend the story of College Station to millions. Viewers around the world can view, share and download city pictures whenever they want. Using the WordPress.com online application, we can provide unlimited and immediate insight into the important city issues and projects of today at no cost. No editorial board or news desk approval needed. With unique tags and customized links, viewers can communicate with city staff or Council on any discussed topic. FLICKR BLOGS 2010 Social Media Overall visits to cstx.gov 915,144 (12.28.2009 – 12.28.2010) +9.3% over previous period Big Successes views through 2009 ASA National Softball Tournament: +2,208% Recycling Services: +1,638% Northgate Parking: +1,381% Events Calendar: +768% Utility Customer Service: +255% Parks & Recreation (main): +126% Police Department: +116% Why is the City of College Station pursuing a mobile website and smartphone app? In FY2011, Public Communications is leading the effort to build a website and application specifically designed for mobile computing. Why? It’s how more and more of our residents are accessing information and connecting with others. Consider these numbers on mobile device visits to our website: iPhone visits... Android visits... Blackberry visits... iPod visits... iPad visits... 2009: 27,852* 2009: 1,998* 2009: 1,926* 2009: 2,394* 2009: n/a* 2010: 31,785 2010: 8,560 2010: 2,819 2010: 2,696 2010: 2,461 * 12-month average based on data collected Nov. 2, 2009 - Dec. 28, 2009 This is how the world gets to know us, and where people expect to find the information they’re looking for. While cstx.gov is a good website, there are many ways in which it needs to be better, and Public Communications is leading the effort to make those improvements. Still, the goal of nearly all the city’s marketing efforts is to drive people to the website. Whether it’s to connect utilities or reserve a space in the Northgate Parking Garage, the website either is the source for information or the conduit for the transaction. W2010 City Website back >> * Mobile device visits to cstx.gov website from December 1-28, 2010. Data generated by Google Analytics. W2010 City Website The City of College Station’s Public Communications Office employs two broadcast media specialists. These experienced broadcast professionals perform the following support services to the city organization: Conceive, shoot and edit for television and Web • Regular informational programming • Special/one-time programming • Public service announcements • Spots for commercial television buys • Promotional and internal training videos • Produce and archive meetings of the College Station City Council and the College Station Planning & Zoning Commission • Shoot and archive special or ceremonial occasions • Photograph city events for promotional and archival purposes • Provide CD/DVD duplication services to city programs and departments • Assist local media with copies of interviews, meetings, programs or b-roll If you were to survey members of the City-County Communications & Marketing Association, or 3CMA, as to which city in America was known for strong, creative and industry-leading government video programming, College Station would be identified as being among the elite. Public Communications garnered awards at both the state and national level during 2010, while filling its core mission of supporting city departments with internal and external marketing needs. Recent highlights • Ask Dave • CIP Squad • Halloween Special • Larry Stewart memorial service • Lifeguard recruitment • Korean War Memorial groundbreaking • Incorporation of Flip video • Awards V 2010 Videos back >> Video programming such as Ask Dave helps provide transparency to the City of College Station. The premise of Ask Dave is that any question about the city can be answered by someone named Dave or David. The show features astounding visual creativity and a fun presentation of information. Many of the videos created by Public Communications focus on promoting events and services. When departments have special needs, such as recruiting a large number of lifeguards, memorable commercials and public service announcements are developed for TV and Web. Creating and documenting special programming is a tremendous service to the community. Showcasing the best of College Station, such as Veterans Day events at Veterans Park & Athletic Complex, through quality video production is an area of specialization for Public Communications. ASK DAVE LIFEGUARDS VETERANS DAY V 2010 Videos Our city’s departments and programs often require development and execution of a strategic marketing plan to ensure the greatest chance at success. Because Public Communications employs a wide variety of marketing and outreach techniques, deliberate planning is required to utilize the right tools at the right time. Among the recent marketing successes are: • AFOH Reworked brochure and facilitated television commercials to debunk myth that only Aggies could be buried in the Aggie Field of Honor. • Lifeguard recruiting A multi-pronged public awareness effort allowed Parks & Recreation to recruit a large number of seasonal workers when there was genuine fear that enough applicants might not come forward. • Utility Bill flexibility Leveraged this outreach opportunity for distributing companion marketing materials at no extra postage cost. While there was a deliberate effort to scale-back the marketing dollars spent during 2010, there were a number of endeavors that positively told College Station’s stories for either reasonable or no cost. The range of methods used by Public Communications is vast: A number of weekly radio and TV interviews, utility bill inserts, Channel 19, cstx.gov, Facebook, Twitter, blogs, YouTube, Flickr, e-Access newsletters, newspaper advertisements and marketing through the media. • Household Hazardous Waste pill bottles Public Communications used a non-traditional PR vehicle to draw attention to a traditional HHW event that suddenly had a new twist. Media response was terrific, and turned this simple project into an award winner. • Initial stages of virtual guides Public Communications is in the early stages of developing virtual publications that are media-rich, engaging promotional tools for city amenities, departments, programs and projects. M2010 Marketing back >> HHW pill bottles Aggie Field of Honor website M2010 Marketing 2010 TAMI AWARD The Texas Association of Municipal Information Officers (TAMIO) recognized College Station’s Public Communications Office with three awards for video and marketing work: TAMI Award *1st place* Household Hazardous Waste Event PSA Category: Public Service Announcement (pop. 75,000+) Summary: The PSA spoofed a mad scientist movie scene to promote the event and its new element of accepting medical waste and old pharmaceuticals. TAMI Award *1st place* Ask Dave Category: Cable Recurring Program (pop. 85,000+) Summary: This program utilizes College Station’s disproportionate number of Daves on staff to answer any question from residents. College Station’s Office of Public Communications is consistently recognized by municipal communication peers in Texas and across the country for its innovative practices and products. Chances are, if it’s a video program or marketing piece from College Station, it doesn’t look like anything other cities produce. That’s what gets us noticed . . . and wins awards. TAMI Award *2nd place* Household Hazardous Waste promotional pill bottles Category: Most Creative Marketing with Least $$$ (pop. < 100,000) Summary: In lieu of a traditional press release, these mock prescriptions creatively promoted the event, while giving a visual reminder that medical waste and old pharmaceuticals were now accepted. A 2010 Awards back >> The City-County Communications & Marketing Association (3CMA) recognized College Station’s Public Communications Office with two awards for outstanding use of video: Savvy Award *1st place* link--> Channel “Fright-Teen” Halloween Special The city’s 2009 Halloween Day 19-hour-long presentation of classic horror movies on Suddenlink Channel 19 won 3CMA’s Savvy Award for one-time/special programming. The show, which also offered holiday editions of its regular informational programs, was conceived, shot and edited by Broadcast Communications Specialist Chad Cockrum. Savvy Award *1st place* link--> Household Hazardous Waste Event PSA A second Savvy Award was presented to College Station for its mad scientist-themed public service announcement promoting the community’s Household Hazardous Waste & Computer Collection event that, for the first time, accepted pharmaceuticals and medical waste. The PSA was conceived, shot and edited by Broadcast Media Specialist Mark Beal. Award of Excellence *3rd place* link--> The Lively Report College Station also earned a third-place Award of Excellence for its former television series called The Lively Report, which featured Public Communications employee Lacey Lively profiling a variety of city employees and jobs, offering insight into municipal operations. 2010 SAVVY AWARD A 2010 Awards QUESTION 1 Those responsible for handling media relations within College Station’s Office of Public Communications are helpful to my news gathering and reporting: Comments “Jay and Collin are more than willing to get whatever I need for my story!” “My requests are handled in a timely manner.” Among the primary goals for Public Communications in 2010 was to improve the city’s relationship with local media. This survey (Aug. 30- Sept. 20, 2010) allowed reporters, editors and news directors to anonymously rate the performance, accessibility and trust level of Public Communications. Additional comments provided further insight into strengths and weaknesses of this department and of other city staff and members of the city council. 14  3  1  0  0  0 2 4 6 8 10 12 14 16  strongly agree  agree  I have no opinion  disagree  strongly disagree  “Jay and Collin are always extremely helpful and willing to work with us!” “Jay, Colin and Chad are extremely helpful - doesn’t matter whether early morning or late evening. Jay and his staff might not always agree with where we’re coming from on an issue, but they do what they can and more to accommodate our requests. Jay also goes above and beyond explaining the history of items on the agendas, which is key to young reporters.” M2010 Media Survey QUESTION 2 Those responsible for handling media relations within College Station’s Office of Public Communications meet my expectations for accessibility: Comments “Above and beyond for accessibility” “Never have we called and not been able to get Jay within minutes. Colin, too. (Unlike some council members.)” QUESTION 3 Those responsible for handling media relations within College Station’s Office of Public Communications respond to me in timely fashion: Comments “Just as I wrote in the comment box for #1: My requests are handled in a timely manner.” “Always!” 0 2 4 6 8 10 12 14  strongly agree  agree  I have no opinion  disagree  strongly disagree  0 2 4 6 8 10 12 14  strongly agree  agree  I have no opinion  disagree  strongly disagree  M2010 Media Survey QUESTION 4 Those responsible for handling media relations within College Station’s Office of Public Communications are trustworthy: Comments “They’ve never told us something that we’ve proven to be untrue. Sometimes in their line of work it’s tempting to mislead the media or throw them off track, but Jay and his staff either keep their mouth shut if it’s something they’re not supposed to discuss, or they tell us what they can and have not burned us so far. In fact, I think it’s fair to say that Jay and his staff are rare in the public relations field...” QUESTION 5 News sources, whether city council or city staff, meet my expectations for accessibility: Comments “Again, above and beyond for accessibility” “Too broad a statement.” “Not all council members are accessible even during daytime hours, let alone after hours. Staff seems to be accessible.” 0 2 4 6 8 10 12  strongly agree  agree  I have no opinion  disagree  strongly disagree  0 2 4 6 8 10 12  strongly agree  agree  I have no opinion  disagree  strongly disagree  M2010 Media Survey QUESTION 6 News sources, whether city council or city staff, are pleasant to deal with: Comments “I’ve never had a bad experience working with any College Station council or staff members!” “Most of the council, with the exception of one councilman, are a pleasure to deal with. One (you can guess who) in particular though appears spiteful toward the media, especially the newspaper. He has gone on the radio ranting about the media, yet never has called an editor or reporter to discuss the problems he has with them.” QUESTION 7 News sources, whether city council or city staff, are trustworthy: Comments “Generally.” “I’d like to say yes, especially concerning the city manager and have no reason to suspect otherwise. However, regarding the city attorney and at least one council member - one of the newer ones - we’ve been misled in the past.” 0 2 4 6 8 10 12  strongly agree  agree  I have no opinion  disagree  strongly disagree  0 1 2 3 4 5 6 7 8  strongly agree  agree  I have no opinion  disagree  strongly disagree  M2010 Media Survey QUESTION 8 In what areas does College Station’s Office of Public Communications excel in helping you gather and report news? Comments “I pretty much get all the answers I need in a matter of minutes.” “They follow through with what they promise in a very timely manner.” “Jay and Colin go out of their way to make sure that my needs are met. They are incredibly helpful, and I appreciate them immensely! Also, the meeting that they held for the media to help us understand the proposed FY 2011 budget was great!” Accessibility and willingness to take the time I require to understand in order for me to report information correctly.” “Timely, helpful in contacting the appropriate source, always sure to follow-up and make sure everything needed was attained.” “Putting together separate media meetings, to help us fully understand what’s going on- example the fy2011 budget meeting. It was a huge help! Thank You!” “Jay knows how to interact well on air and keeps it light and entertaining.” “Delivers news we can use in a timely fashion.” “Helps reporters in getting background, historical and relevant information.” “Directs us to the experts when necessary.” “Tracks mugs.” “Provides us with video links. Helpful especially when reviewing council meetings.” “Details upcoming events on a regular basis for our calendars.“ “Passes along feature story ideas that CS residents would be interested in about their city.” “Helps reporters understand the budget process and all that entails.” “With a quick phone call, we’re satisfied that Jay and his staff will help us as much as we can to get the correct information to the public.” “Gives me access to sources and to information in a timely fashion.” M2010 Media Survey QUESTION 9 In what areas does College Station’s Office of Public Communications need the most improvement? Comments “Need more money (by advertising) to get the word out to the citizens about what the city has to offer. More and more of us are paying our utility bill on line and don’t even open our paper bill.” “Nothing at this time.” “Jay and Collin are great!” “I know I sound like a cheerleader, but I’m pressed to come up with an area where improvement is needed, especially considering how stellar the department is compared to like offices across this region.” “Getting the legal department to work better with the press.” QUESTION 10 What features would you most like to see in an online newsroom? Comments “I don’t know if an online news room is necessary… I start with the city website and if I can’t find what I’m looking for I contact Jay/Collin.” “That’s our job! - Actually, we’d like to see more photos we can access to use for stories (mugs of department heads), Census-type information about the city, a list of all capital improvement projects in the chute (and how much each cost) and a little more information on how you arrive at the tax rate.” “Budget information” M2010 Media Survey 2010 Staff Office of Public Communications Mark Beal Broadcast Media Specialist Specializes in shooting/editing video, animation and after-effects Chad Cockrum Broadcast Media Specialist Specializes in shooting/editing video, photography, original show concepts Colin Killian Communications & Marketing Specialist Expertise in media relations, writing, editing and developing both traditional and non-traditional marketing solutions Mike Neu & Lacey Lively Multimedia Coordinator Specializes in graphic design, web development and managing integration of city brand in marketing and media forms Jay Socol Director, Public Communications Specializes in media relations and developing strategic messaging for city council, City Manager’s Office and city departments << back