HomeMy WebLinkAboutAgenda - 09-12-2013 - 41
ORANGE COUNTY
BOARD OF COMMISSIONERS
ACTION AGENDA ITEM ABSTRACT
Meeting Date: September 12, 2013
Action Agenda
Item No. 4
SUBJECT: Strategic Communications Plan /County Logo
DEPARTMENT: County Manager /Public Affairs PUBLIC HEARING: (Y /N) No
ATTACHMENT(S): INFORMATION CONTACT:
Carla Banks, 919.245.2302
Proposed Outline — Orange County
Strategic Communications Plan
PURPOSE: To discuss the proposed outline highlighting the elements to be included in the
Orange County Strategic Communications Plan; provide input to determine the content of the
proposed plan and how it will support Goals 2, 3, 4, and 6 identified during the Board's February
10, 2012 Planning Retreat; and to further discuss the County logo design.
BACKGROUND: The Office of Public Affairs is seeking input from the Board of County
Commissioners regarding the proposed Strategic Communications Plan for the County. This
document will detail the steps taken to promote a professional image of the County, while
increasing the public's awareness of the County's operations, services and programs by utilizing
multiple mediums, such as radio, television, print, social media, etc.
This topic also includes the continuation of the initial discussion regarding the design of the new
County logo, which took place during the regular Board meeting on May 21, 2013.
FINANCIAL IMPACT: The financial impact is to -be- determined based on whether the Board
wants to enter into a contract with a private firm to formulate the Strategic Communications Plan
and incur the cost associated with pursuing another design for the County logo.
RECOMMENDATION(S): The Manager recommends that the Board provide direction to staff
on proceeding with the development of the proposed Strategic Communications Plan and any
possible actions regarding the County logo.
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ORANGE #.00.'.4'0U NTY
NORTH CAROLINA
PROPOSED OUTLINE
ORANGE COUNTY STRATEGIC COMMUNICATIONS PLAN
Purpose
The Strategic Communications Plan will provide the basis for providing complete and
timely messaging through a variety of mediums for the purpose of making the County
transparent and interactive with the public. This will benefit residents, media outlets,
visitors, County volunteers, and County employees by educating them about the daily
operations and inner workings of Orange County government. The plan will also be
developed to establish guidelines, policies and vehicles for accomplishing the County's
goals for effective communication.
The plan will support the following Goals and Priorities identified during the
Commissioner Planning Retreat on February 10, 2012:
Goal 2- Promote an interactive and transparent system of governance that reflects
community values
Priority 6- Develop plan and tools to improve how County and citizens
communicate with each other; foster two -way exchange
Priority 26- Clarify and communicate to public how and why County funding is
allocated the way it is
Goal 3: Priority 19- Communicate well with all County partners
Goal 4: Priority 11- Invest in technology to increase work efficiencies and have
technology improve communication
Overview
The Strategic Communications Plan will be developed to accomplish the following
objectives:
• Enhance external communication between the County and residents,
• Enhance internal communications between County and the employees,
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• Enhance the ability for Commissioners and residents to access information,
• Provide information to the media and public in a clear, concise, and timely and
reliable manner,
• Use a variety of mediums to reach a wide portion of the County population,
• Coordinate with emergency Services Department for a unified response during a
crisis,
• Establish a brand for Orange County to create consistency in shaping the
County's message
These objectives will be accomplished through the following communication tools:
Media Relations, Electronic Communications, Advertising, OCTV Channel 180, Intranet,
Brand Marketing, and Other Mediums.
Media Relations (Goals 2 and 3)
1. Press releases
2. Media Interviews
3. Opinion /Editorial Pieces
4. Newspaper Columns
II. Electronic Communications (Goals 2, 3, and 4)
1. Orange County Web site
2. Digital Message Monitors
3. Facebook
4. Twitter
5. On Hold Phone Messages
6. County Web site- Citizen Comment Option
III. Advertising (Goal 2: Priority 6 and Goal 3: priority 19)
1. Radio Ads and Public Service Announcements
2. Newspaper Ads (monthly, full page ads in each local newspaper)
3. Bus Ads (poster ads displayed on the inside of the bus)
4. Billboard in Hillsborough
5. Traveling Banner Exhibit
IV. OCTV Channel 180 (Goals 2, 3, and 4)
The County is currently using channel 180 as a resource for broadcasting the
live and taped versions of the Board of County Commission meetings.
Recently, a new software /equipment package was installed to replace failing
DVD machines to allow for remote channel programming.
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The TV channel could offer a wider range of information made available to the
public if a full service production studio were available. Currently, continued
equipment failure is posing technical difficulties.
The County outsources the video taping of the County Commissioner
meetings. However, the decision of whether or not to invest in the equipment
and staffing required for a fully functional TV Production suite will need to be
determined to meet additional BOCC requests, such as producing a monthly
County TV show and other original programming that showcases the
members of the BOCC, County programs, services, employees, etc.
V. Intranet (Goal 4: Priority 11)
1. Continue efforts through Human Resources Department to use the Intranet
as an information outlet for County employees
VI. Brand Marketing (See attached document)
1. Establish County Logo
2. Produce professional brochures, flyers, posters, banners, etc.
3. Hire Public Relations Specialist to assist Director of Public Affairs
4. Develop a Style Guide
VII. Additional Communication Methods (Goal 2 and Goal 3)
1. Annual Report to the Community
2. Resident Newsletter (electronic and print version to northern Orange)
3. Guide to Orange County Government (reference for residents)
4. Speakers Bureau (opportunity to engage the public by request)
ORANGE#v:-,Z0UNTY
NORTH CAR OLINA
NOTES
Name
ORANGE #.00.'.4'0U NTY
NORTH CAROLINA
Orange County Logo and Branding
A primary component of cohesive marketing involves establishing a brand for the
County. The first step in the process involves designing an official logo that will assist
the public in becoming more familiar with Orange County based on seeing an
identifiable logo displayed on various County informational pieces.
The Orange County logo will not be replacing the County seal, but rather, it will be
used to launch and solidify the County's brand marketing efforts. The logo is to be
phased in gradually and will be visible on a variety of items, such as letterhead,
envelopes, business cards, press releases, brochures, promotional items, etc. the
purpose of this is to aid in shaping the county's image and establishing consistency with
collateral materials. The proper use of the logo will be explained in a Style Guide.
The Office of Public Affairs contracted with a local graphic design firm in the spring of
2012 to produce the logo displayed in the header of this document.
The design concept is based on the direction and overall vision explained by the
Director of Public Affairs. The basis for the logo design is a clean simplistic approach,
using text as opposed to a series of intricate details or artwork often seen in many
government logos.
The colors of burgundy ( #484) and sage green ( #5497) were selected to offer a subtle
yet striking contrast. Lastly, the design places the emphasis on Orange County — while
including the reference to North Carolina as a way to distinguish this community from
other Orange Counties in the United States.
County Logo Implementation (Prior to May 21, 2013, Agenda Item /Discussion)
Hillsborough Phone Directory - $10, 278 annually (will reprint in June 2014)
Real Yellow Pages - Chapel Hill /Carrboro = $7,800 annually (reprint in June 2014)
County Presentation Folders - $255 for a quantity of 250
Business Note /Thank You Cards - $150 for a quantity of 500
Executive Ink Pens - $85
Executive Portfolios - $437
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Orange County Facility Report Cover - $27 for a quantity of 25
Walnut Grove Convenience Center Invitations - $127 for a quantity of 100
Employee Appreciation Cards - $360 for a quantity of 1,250
Press Release Template - No Cost
County E -mail Signatures - No Cost
Human Resources Letterhead - No Cost
Employee Orientation Video - No Cost