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Home My WebLink AboutAgenda - 09-10-2015 - 2 1 ORANGE COUNTY BOARD OF COMMISSIONERS ACTION AGENDA ITEM ABSTRACT Meeting Date: September 10, 2015 Action Agenda Item No. 2 SUBJECT: Implementation of the Strategic Communications Plan DEPARTMENT: Community Relations and PUBLIC HEARING: (Y/N) No Tourism ATTACHMENT(S): INFORMATION CONTACT: Laurie Paolicelli, 919-245-4322 2015-2016 Communications Implementation Plan Adopted Strategic Communications Plan PURPOSE: To provide information to the Board regarding implementation of the Strategic Communications Plan. BACKGROUND: Orange County strives to provide excellent services that support healthy, safe and sustainable communities; preserve Orange County's unique environmental heritage; and encourage meaningful participation in the governance of the County by its residents. Communicating with various audiences and being assured the County is reaching more members of the public is crucial to the County's mission. In April 2015 a Strategic Communications Plan was presented to the Board by consultant Rod Visser, together with an appointed Orange County Communications Strategic Planning Group. The BOCC subsequently adopted a Strategic Communications Plan and directed the Manager to begin implementation of this plan. The attached Implementation Plan is a work in progress and provides a blueprint for implementation. It is intended to serve as a road map and guide to help all levels of Orange County government inform residents, community organizations, businesses and other government organizations with varying needs and interests in the services of the County. The plan will be implemented under the direction of the Community Relations and Tourism Department. FINANCIAL IMPACT: There is no financial impact associated with discussing this Implementation Plan. In addition to funding already included in the Public Affairs budget, an additional $50,000 budgeted under the Visitors Bureau operations plan for Orange County outreach. These costs related to implementation of the plan were incorporated into the 2015-16 Visitors Bureau budget, under the direction of the Community Relations and Tourism Director. SOCIAL JUSTICE IMPACT: The following Orange County Social Justice Goals are applicable to this agenda item: 2 • GOAL: FOSTER A COMMUNITY CULTURE THAT REJECTS OPPRESSION AND INEQUITY The fair treatment and meaningful involvement of all people regardless of race or color; religious or philosophical beliefs; sex, gender or sexual orientation; national origin or ethnic background; age; military service; disability; and familial, residential or economic status. • GOAL: ENSURE ECONOMIC SELF-SUFFICIENCY The Creation and preservation of infrastructure, policies, programs and funding necessary for residents to provide shelter, food, clothing and medical care for themselves and their dependents. • GOAL: CREATE A SAFE COMMUNITY The reduction of risks from vehicle/traffic accidents, childhood and senior injuries, gang activity, substance abuse and domestic violence • GOAL: ESTABLISH SUSTAINABLE AND EQUITABLE LAND-USE AND ENVIRONMENTAL POLICIES The fair treatment and meaningful involvement of people of all races, cultures, incomes and educational levels with respect to the development and enforcement of environmental laws, regulations, policies, and decisions. Fair treatment means that no group of people should bear a disproportionate share of the negative environments consequences resulting from industrial, governmental and commercial operations or policies. • GOAL: ENABLE FULL CIVIC PARTICIPATION Ensure that Orange County residents are able to engage government through voting and volunteering by eliminating disparities in participation and barriers to participation Efforts to implement the 2015-2016 Orange County Communications Plan will help encourage community engagement, inform and guide Orange County residents to specific organizations and county departments, and inform residents on the activities and programs that are advancing the County's services and goals. RECOMMENDATION(S): The Manager recommends that the Board receive information regarding the Implementation Plan for the Strategic Communication Plan and provide feedback to staff. isL � — y CLmC ORANGE COUNTY, NORTH CAROLINA, GOVERNMENT 2015 - 2016 COMMUNICATIONS IMPLEMENTATION PLAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . V a Social equity is participator overnanc eliberate and inclusionary processes; considering the needs of all 4 COMMUNITY ENGAGEMENT Orange County, North Carolina's mission is to provide excellent services that support healthy, safe and sustainable communities, preserve Orange County's unique environmental heritage, and encourage meaningful participation in the governance of the County by its residents. Communicating with our various audiences and being assured we are reaching more of them is crucial to our mission. environment, economy, and equity Iwo- jp 4F i; S--i- I ;top lit T F F ORANGE 5 BOCC OVERRIDING PRINCIPLES • Obtaining the highest quality standards in Orange County Schools • Upholding a just society by challenging injustice and valuing diversity • Committing to economic development so that business growth and job opportunities result • Preserving the best of Orange County's unique historical significance and heritage in North Carolina while positioning the County to be in the forefront of progressive enterprise • Strengthening Orange County's commitment to the environment • Streamlining Orange County government to reduce waste, increase efficiency, and promote a positive climate for all • Adopting fiscal responsibility as a core principle 1 P# ORANGE COUNTY, NC 2015-16 COMMUNICATIONS PLAN 6 COMMUNICATIONS OBJECTIVES • Support Orange County Commissioners' vision and strategic goals by reporting on activities and programs that are advancing the Commissioners' objectives. • Facilitate two-way dialogue between Orange County government and County residents so they have the opportunity to be actively engaged in decision- making and are aware of County services and activities. • Enhance communications at and among all levels of County government. • Help internal County communicators/marketing staff produce communications/ marketing materials that have some consistency in design and content, thereby presenting a professional image of Orange County. � 1�I'�J� `t Cenuaily�ocaLrtd • pie „dnmw Triad Mt WDAKFOR9 _ highly educi uoivcrs;ries$ ACi Ti y 11h& ORANGE COUNTY, NC 2015-16 COMMUNICATIONS PLAN • ,s Lh 5, 7 ASSUMPTIONS Orange County's Community Relations Plan was created with these assumptions. • Proactive vs. Reactive The intent of this communications plan is to stay in front of community issues by taking a proactive rather than a reactive approach. F�acas versus Rumors • Strongly Themed vs. Scattered Messages •t • .•, 4� Communication should reinforce and ti `TM4N " °7k1°' reflect the vision established by the Orange era .- '� ». •mm '�°�d• County Board of Commissioners (BOCC), `� underscoring the idea of a government with a common purpose in concert with ,..�w,..�,.w..,o.. .., .�. " its residents. --� a•- �-� w»�- ' �w17�•,"1 r w,F►,e.. F�4T'*,4 F Nw-� # ' trs tisFww:sr,i t �Y•�•I�YVW_ • Two-way vs. One-way �� ...� ,�.•,"-+°-�- � It's a bloggers world in 2015 and journalism --' -• -+�-�-- ��-'�-� is evolving from a lecture to a conversation. These changes have created new issues for the news industry. It is recommended that we address the accuracy of information retrieved through blogs and social . platforms, with a dedicated page on www.orangecountync.gov that addresses rumors with factual accuracies. ORANGE COUNTY, •15-16 COMMUNICATIO 8 ORANGE COUNTY, NC , POPULATION JULY 1, 2013 POPULATION ESTIMATE: 9,6 *2013 estimate calculated by North Carolina's Office of State Budget&Management NORTHERN + .� COMMUNITIES *`~ 4 � 39,304 or 29.4% or ; 3 out of 10 residents ' live in northern HILLSBOROUGH Orange County y� SOUTHERN 40 COMMUNITIES CHAPEL 94,498 or 70.6% or HILL 7 out 10 residents CARRBORO s live in southern Orange County ORANGE COUNTY, •15-16 COMMUNICATIO FV 9 REACHING OUR RESIDENTS 0 and older 17% 30-60 years old 38% 0 Private • and • - 45 POPULATION COMMUTING EMPLOYMENT Communications plan must 42% of our residents There are more Government address how we will reach a work in another county employees (32,478) growing senior population Communications plan must than Private Industry while staying in touch with address how we will reach the employees (31,340) the latest tools that our Triangle media. young population uses. ORANGE COUNTY, •15-16 COMMUNICATIO 10 REACHING OUR RESIDENTS HILLSBOROUGH 85 CHAPEL . HILL HOUSING LOCAL BUSINESSES POPULATION 40% is renter occupied Out of a total of 3,759 CHANGE housing Private Industry 2000-2010 We must address all citizens, establishments, 86 are The highest rate of growth owners and renters,through involved in manufacturing, is the east west corridor targeted media. employing 1,459 workers. of 1-40/85, which includes This represents 2.2% of Cheeks Twp (32%), our workforce. Hillsborough Twp (19%), and Eno Township (23%) Communication to all county townships, rural residents is critical ORANGE COUNTY, •15-16 COMMUNICATIO FV 11 GOALS FOR COMMUNITY ENGAGEMENT • Begin an "Orange County This Month" advertising program in two local newspapers, News of Orange and Chapel Hi//News, to communicate meetings, public hearings and local events • Create a communications toolbox, including video, photos, talking points, facts sheets • Send monthly consolidated news updates through Public Affairs Office • Explore options of simplifying links to specific agenda items for public use and social media • Augment Facebook news with short updates on local residents who are making a difference • Consider transit wraps on buses • Produce new Orange County videos for use in public buildings and to open community meetings iL *4� { 2015 ORANGE COUNTY EXPO! + _ YOU • a ORANGE COUNTY, •15-16 COMMUNICATIO 12 GOALS FOR COMMUNITY ENGAGEMENT • Continue to develop new communications tools to reach Orange County citizens • Implement Orange County telephone number that is serviced by a staff member • Build social media plan to reach larger majority of Orange County citizens' • Continue to build content and navigability of website QK -ca max-Q G�w- Grrt-p•--.-w.-�...r.- 19F 4J-,J+a'r.,�-a.rr..�..,.,+.,�4'�+1�1e'.f� ,,.,�{yn.�,m-r.,,��i,.,, f W.A ORANGE COUNTY gal F ANIMOTO ORANGE COUNTY, NC 2015-16 COMMUNICATIONS PLAN 10 wr �tntrT�ix� 8s��y♦- v _ orwgw bra n�+l u'll.r1 13 GOALS FOR COMMUNITY ENGAGEMENT RAW • ORANGE COUNTY TO HOST ORANGE COUNTY TO HOST LOW-COST RABIES VACCINATION LOW-COST RABIES VACCINATION CLINICS CLINICS - The Orange Counry Mimal Services Depaccmenc will hose - The Orange Counry Mimal Secvices Depaccmenc will hose avo low bier vacc' c clinics.TI ,e clinics avo li Thies vac--h—,TI ,e clinics --fl—, end dogs ace cuccencon rhelc vacclnadon, ,h caa end dogs ace cuccenc on cheic vacclnadon, while pcovidng pecownecs wirh mbsmndal savings on while pcovicling pee owners with mbsrandal savings on cabie,.acc�navons. cables.acc�nanons. Samcday,Sepcembec 19,fcom 9:00 a.m 12:00 p.m. Samcday,Sepcembec 19,fcom 9:00 e.m 12:00 p.m. Pledmonc Feed&Garden Cencec,4805 NC Highway S4 Pledmonc Feed&Garden Cencec,4805 NC Highway S4 F W,,,,Chapel Hill(Cash only foe chi,clinic) — West,Chapel Hill(Cash only foe chic clinic) Thursday,Sepcembec 24,fcom 3:00-5:00 p.m. Thncsday,Sepcembec 24,fcom 3:00-5:00 p.m. Orange Counry Anlmal Secvlce,Cencec,1601 Enba k, J Orange Counry An .,l Secvices Cencec,1601 Enbanla hoed,Chapel Hill - hoed,Chapel Hill Do,muse b.e I end c. mna be in e cacciec. Dogs mna be on e I end c. muse be in e cacciec. Fcecdon,en,l„honld cemaln in the cat end the vac U.,m,ns animal,,honld cemalnhe cat end the vac will vacclnace chem chece. will vaccinate chem chece. I Fur mote infocmavoa,please visit Foc mote infocmavoa,please visit w engecounrynegov/depeccmenn.an�mel,ecvices � w engecounrynegov/depeccmenn.an�mel,ecvice, oc ca11 919-942-PETS(?38?). oc11919 942 PETS(?38?). ORANGE COUNTY ORANGE COUNTY EVENT SPOTLIGHT EVENT SPOTLIGHT Saturday,Sepcembec 5th,2015 THIS WEEKS EVENTS Samcday,Sepcembec 5th,2015 THIS WEEKS EVENTS The following schedule i,subject to change. The to11owin9 schedule k subject to change. Samcday Scocyvmes(,�the Orange Counry Main Libcecy, For updates,visit www.otangeeountyne.gm Samcday Scocyvme,(q the Orange Counry Main Libcecy, For updates,visit www.otangeeountyne.gM Hill,bocough,10:30-11:00 a.m. Hill,bocough,10:30-11:00 a.m. Children from walker,[o age 5,[heir ceceg-,,end TUESDAY,SEPTEMBER 1 Children from walker,[o age 5,[heir cg— end TUESDAY,SEPTEMBER 1 Regular BOCC Business Meeting Regular BOCC Business Meeting cheic bl'b, ced p--p—' 30 minute /prn.\vh'LLed 2t d chef bl'p ace ins' L y cvcipac 30 minute /prn.Whited 2t'd 11 mce ,a pcogcam w'I b k g,and \N L H'-he-c�gh,NC mce ,a pcogcam—h b la,songs,and \V L \ i SLxL.H'she-c�gY\NC ce pee-c da.g skill, ce pee-c da.g sldlk (30.minnce Stay a.d Play follow,thl„....p e) TUESDAY,SEPTEMBER 8 (30.minnce Stay a.d Play follow,thl,.....pme.) TUESDAY,SEPTEMBER 8 Public Hearing Public Hearing Keep y 'I 1 ..hap,g a,I Ib y /prn.'VY LLdl3 d'.. Kecy y—h 1 ..hap,g a,I I'b y /p \Vl,LLdl3 d 111 Fo110 O the Counry Public Library E-Mole and SGC W�sL \c i�L eeL,H'-he-c�gh,NC: F,,11 O Tnhe C,,..,y Public Library F ebook and SCC,V�sL \ i�LxL H'she-c�gY\NC: Tw,a .Call,919.245.2532. THURSDAY,SEPTEMBER 10 Tw,a .Call,919.245.2532. THURSDAY,SEPTEMBER 10 BOCC Work Session BOCC Work Session /prn.Wh'LLed B3 d'rig /prn.Wh'LLed B3 d'rig SCC W L c i H't cre�gh,NC SCC\V L c i SLr H't cre�gY\NC DID YOU KNOW? DID YOU KNOW? Hillsborough wa,the,i C[he TUESDAY,SEPTEMBER 15 Hillsborough was the,i C the ri A TUESDAY,SEPTEMBER 15 Regular BOCC Business meeting momencou,Notch Carol' ,., Regular BOCC Business meeting m Noah CacoILne Cond--al Con�en of 2SO1H 0 - H cs Cony' cal Con�endo C NT /prn LY-- H cs 2SC1 Hcrr Lead I2cad,_haf�eH' NC: 2SC1 H rr�sLesd I2cad_haf eeH' NC: 11 RR,during which the •' 1?88,dncing which the delegate,refused[o Tx��xao WEDNESDAY,SEPTEMBER IJ ,n delegate,refused[o xao WEDNESDAY,SEPTEMBER IJ Con —I i[ a .:^ City of Mebane Jin[Meeting che Con —I i[ City of Mebane Join[Meeting '. rtb—,SIC a 1. m n - Ssc rtb—,included a Bill of Rihha. p mcl dad a Bill of high¢ � WEDNESDAY,SEPTEMBER 29 WEDNESDAY,SEPTEMBER 29 Schools Meeting Schools Meeting /CC prn.Wh'LLed B�d'rig /'.CC prn.Wh'LLed B3 d SCC W L H't cre�gh,NC SCC\V Lc i SLreeL H't cre�gY\NC ORANGE COUNTY NORTH CAROLINA ORANGE COUNTY NORTH CAROLINA �- 200 Sonch Cameron S,—,P.O.Box 8181,Hill,borongh,NC 2:2?8 ORANGE COUNTY 200 Sonch Cameron Su ,P.O.Box 8181,Hi1L,borongh,NC 2?2?8 ORANGE COUNTY Phone:919.?32.8181 ww ocangeconnrynegov I(qOCNCGOV Phone:919.?32.8181 I www.ocangeconnrync v �OCNCGOV www.facebook.c,m pa,1OCNCGov be.c,m channel NORTH CAROLINA www.facebook.con,1�age,/OCNCGv be c'—channel NORTH CAROLINA 1 g I www.yonm 1 g I www.yonm ORANGE COUNTY, •15-16 COMMUNICATIO 14 GOALS FOR COMMUNITY ENGAGEMENT WA NN o Eli Belz has owned Hillsborough Bike Shop with his father for two years despite being only 17.He likes bikes("they are all mechanical with no electronics to go awry")and he likes the people who ride bikes. "There is a good culture there." ORANGE COUNTY, NC 2015-16 COMMUNICATIONS PLAN 12 ~ I • 15 MEDIA FOCUS IL--k- CIRCULATION DESCRIPTION Chapel Hill News 40,000 Sundays Orange County This Month Advertisement one day per month The Herald Sun, Durham approx 21,367 daily Column, once a month, Orange County Chair News of Orange 3,800, published Thursday Orange County This Month Advertisement one day per month Chapelboro.com 150,000 per month Media packages include on air interviews and web and WCHL 60,000 per month banners purchased through Public Affairs Subtotal 275,167 n it T,Gu �Vm ulkle rwng the i5 Mrs 97.9 FM THE Ids 4 Oar Conn Ll chweboro ORANGECOUNTY, NC 2015-16 COMMUNICATIONS PLAN 13 16 MEDIA FOCUS k CIRCULATION DESCRIPTION OrangeCountyNC website 146,000 Monthly users Most important in reaching citizens with government news and community programming. Municipality websites Potential forums in which to broadcast important - townofchapelhilkorg county messaging and also provide a link to the - ci.carrboro.nc.us county website, giving more residents and visitors - ci.hillsborough.nc.us access to important information. The Daily Tar Heel 1x column per week, 152,000/ Student newspaper and vehicle in which to reach month readership student body through columns and news features. WHOP Radio Hillsborough On air in August 2015, the Community Relations Department has secured on-going radio spots to communicate important messaging about Orange County. * i aoOL ORANGE COUNTY, NC 2015-16 COMMUNICATIONS PLAN 14 17 NEW MEDIA There is growing demand for •-• prompt, coordinated and accurate communications, delivered through more contemporary channels, following _ advances in technology. The County cc ;� t currently uses a variety of methods to communicate to the media and directly f� to the public. Electronic methods have expanded with increased use of email, website and social media, yet there is o still a diversity of preferences on how '' ' people prefer to receive information. The following mediums will be used for Orange County engagement: - ■ ie rdai.1 • Facebook Twitter Instagram ORANGE COUNTY, •15-16 COMMUNICATIO 18 SUGGESTED BUSINESS CARD FORMAT Firstname _ Lastname ORANGE COUNTY Title to Go Here NORTH C mDLINA 919.245.4322(direct) 501 W.Franklin Street, 919.259.1658(cell) Chapel Hill,NC 27516 919.968.2062(fax) www.or.ingecountync.org mail @visitchapelhilkorg ORANGE COUNTY @twLCCeC NORTH CAROLINA CHAPEL HILL•HILLSBOROUGH CARRBORO EFLAND Foune in Firstname Lastname ORANGE COUNTY Title to Go Here NORM C—L-A in the heart of I North Carolina—" 919.245.2306(direct) John M.Link Jr. 608.216.4584(cell) Government Services Center c—d(,orangccountync.gov 200 S.Cameron Street ORANGE COUNTY Hillsborough,NC 27278 7 NORTH CAROLINA CHAPEL HILL•HILLSBOROUGH CARRBORO EFLAND Commissioner Foundedin Full Name Here Title to Go Here and ORANGE CtOUNTY OLINA in the hear Here if Needed North Caro� 919.428.5952(direct) 200 South Cameron St. emadCiorangecountync.gov PO Box 8181 emad.chCigmait.com Hiltsborough,NC 27278 ORANGE COUNTY NORTH CAROLINA CHAPEL HILL•HILLSBOROUGH CARRBORO•EFLAND ORANGE COUNTY, •15-16 COMMUNICATIO 19 ONLINE TAX BILL DASHBOARD Consider using property tax bills to communicate services provided to Oklahoma Count-' Property Tax Dollar Breakdown 2014 residents. Preparvd by;LEONARD SULLA'AN,COL QTY ASSESSOR In addition, this communications can AN flelv do you till d[M11:11'4;gO? *County C.'t#yfC'vunt} r be placed on-line, as a dashboard for , Library residents who want more information • A .. on county services provided. �� . , . . Citvicounn- "��".•�`•� �. L 74 81! Health Dept. L 741103 C City TEF 3.20°fa CHC TtF*2 -0IGC TtF ati CKC 7tF•5 shoals Career Tech �ScJr, <wcxlr+r 57.G5% College Iech Ct oters CNles Torras ;F' 13-54% Image <:M1OtlEIA'Tlr r1 Harrah-ff+1 { a�mtl'y pDrtivn rt'presents aU COUnty OfMc4s: Sheriff,Clerk,Assessor,Commissioners, Court Clerk,Treasurer ,Departments and enices- Departmerts&Servlces.Exola•Equallradon-County AwNt Purahaabnp.Faollides Management Commwri" S•rvle•,Ammil•Bureau. Emrrgrny Management,Training a Gnnm1 A•sI%tanor,Public OwNridrr,EIa¢tion&oard•RR Hmalth L SaWy,MIS.Motm Parking,Inv4jWr% Capital Buildi ng,Conditional$pnd R•I•p44 Prpgrlm,CoornWnlly Sonl•n¢ing,OSQ E4•ns6pWFr44 Fpir,Engine#!,Planning Camr0rsign, Drug Cgvrt and Lww Library. ORANGE COUNTY, •15-16 COMMUNICATIO 20 SUPPORTING COMMUNICATORS IN ORANGE COUNTY • Recommended Bi-Monthly Meetings (September, November, January, March, May, July) with County Communicators • Goal is to share ideas and maximize resources • Learn from each other's strengths, i.e,. use of social media, presentations, writing for digital media • Host guest speakers who are subject matter experts • Share information on communications best practices that can help Orange County. A AW Storehouse i ofi ORANGE COUNTY, NC 1 2015-16 COMMUNICATIONS PLAN 18 FV 21 SOCIAL MEDIA: FACEBOOK OMNGE oNC� v,lir,rM,IW r��F�r••Ftb �I.w'w¢nihrc#'Nw wir"�' COUNTY 'lv.�+tY'�A�r+ �A��4 irrar{�a.wr,yrwy wt V,IIt,rM,Iw - p,to�{q•rn ORANCaL �..,..m.q,..�.,� Q..a.. .v..._.wn COUT7 M r m�irrar�aawww� V,IIt,rM,IW F9 _ _ .� �.'�.+w„+•rr x-�.,r... •.r� ri.letwrr¢�ka.ora __ Irf 9+'dr�ataQwp gpyg�}Y w�w� .s,..+.+w..�.�..��•c� a+�Cnr�+wc�.xanal 1+=,•i• , M�t.w wr".ry ... -.- .. +•��F�r•rt",1 ^. •+'�°iwrcirtrw i .f m -- " ' arv.'.o+n."s•-•w•a�.r".r+r �,a,m,4 r.A�t��.�....4w.�w�....o.. .....t. F �� 'dra�aniaQ�tVwq'�NC � } 'A'+Ivw�ia4wp Gcwty.7�ii fM�f BkwF Y+'Y k�..s-d.NA�w} Y� *� .,ry,i,_..�r.Mr-a+� v+�iv,�++wcw,a�al 1+=,•r4.rrwwrn••t"., Tai ORANGE COUNTY, NC �P�}•�T��*w.Rwit4A��WY}fie .p fM�f dSwl•Y+S k�..s-d.N fi'.rryt,.}w}Wwr� . COMMUNICATIONS 22 SOCIAL MEDIA: TWITTER ORANGE .___.. ��v V�.� * COUNTY "-- MlFilla'Frrx,4s •� •�" ,r+a,,.�nnls'•'a.nrnY � 4a.+4'wVa'-. ..,c.+r.-,�'.^ ORAN'G _.-. v -pt CCUNTY �wranw'r,.r.rr��r,l..`� (�q►CuI�gRMCOo! „- '�= •. �� a�b'O�W+.�m.,�• � •w.C�wKOwr�r 5r1.. ��.�.r�. �. r.Vw�Pa6.!'Lrs+L .� Da�pr..VObYNH6..l e,hr.irA • .. i',}'. - ! imy �n w JUGS L'Ii{1LY RANGE �R4++P War:'��. Twrs Tyxn�so- n•aor r a:onl K ah.n*'r+.r.�r�ows�.11sv'H.I C�w�rC4�gRMC4•R �.awl�o�ba+e E�4rrYG'�1lr�rW4lurrs�o'�.aMr.lrrtoo - twr Non �"'�'��.■ � �r•�••�+wr'wl 3ero�e4trlrr�rxr rr�• #rr+ar,l�L1'CEfLfl11V]V£V7V77`7`B r...d» "°"`"'r-•—,.•r.,..r:, �•�•��"•� 1s dl� pd w Qr1ar5F`^�. Yir�ul p'rltr+ul�tl y+i�'!rY{+l1YF.w..�r. ��9YrroW '..F34 i�'yi��Mlicwr i r� �rt.r!•rrh krt'��s � �,.,.�� .SF�+M�YY�.r.e r/5}cubol�mlwJ W iN M..�.dYld. #n as JULY CEL£BRimeir EmuI �niwls +iseM,+•frr LL My'rx.wlrr.a•rr ORANGE COUNTY, •15-16 COMMUNICATIONS PLAN • 23 BUDGET DESCRIPTION ANNUAL BUDGET News of Orange 3 column by 10 $3,000.00 1 ad per month Chapel Hill News 3 column by 10 $4,800.00 1 ad per month New logo package Business cards/ $5,000.00 letterhead package Graphics support over 72 months As needed $10,000.00 Opportunities As needed $15,000.00 Social Media boosts As needed $5,000.00 Printing As needed $7,000.00 TOTAL $49,800.00 ORANGE COUNTY, •15-16 COMMUNICATIO 24 REPLACEMENT FOR INTERSTATE SIGNAGE ORANG7. COUNTY NORTH CAROLINA Founded in 1752 in the heart of North Carolina ORANGE COUNTY, NC 1 2015-16 COMMUNICATIONS PLAN 22 ORANGE COUNTY PUBLIC TRANSPORTATION DESIGN WELCOME TO ORANGE COUNTY, N ORANGE WE'RE GLAD YOU'RE HERE - COUNTY NORTH CAROLINA Dill • s lI ORANGE COUNTY, NC 2015-16 COMMUNICATIONS PLAN 26 ORANGE COUNTY PUBLIC TRANSPORTATION DESIGN ORANGE COUNTY y ff NORTH CAROLINA �-,�... ORANGE COUNTY, •15-16 COMMUNICATIO WELCOME ORANGE COUNTY, NC ORANGE COUNTY PUBLIC TRANSPORTATION DESIGN WE'RE GLAD YOU'RE HERE ORANG OUNTY NORTH ROLINA }p x ORANGE COUNTY, NC 2015-16 COMMUNICATIONS PLAN �r • i� '' WELCOME TO ORANGE COUNTY, NC I ,r_x�;.' WE'RE GLA ER �''•,: ORANGE COUNTY PUBLIC TRANSPORTATION DESIGN ORANGE COUNTY y= yk ate. ORANGE COUNTY, NC 2015-16 COMMUNICATIONS PLAN 26 N . O . V D z Q • • J • a tn O Q • U • D • O • U i • O • • N • U • z H z • O • U • w O z Q 0 30 APPROVED BY BOCC ON 4/21/2015 Orange County, North Carolina ORANGE COUNTY NORTH CAROLINA Strategic Communications Plan - 1 - 31 APPROVED BY BOCC ON 4/21/2015 Table of Contents Purpose 3 Mission 3 Objectives 3 Guiding Principles 4 Situational Analysis (Strengths/Weaknesses/Opportunities/Threats) 5 Scope and Applicability 7 Roles 7 Audience Identification 9 Tools/Asset Identification 9 Legal and Ethical Implications 10 Alignment and Integration 11 Strategy Implementation/Action Plan 11 Appendices A - Inventory of Potential Audiences 15 B - Inventory of Potential Communication Tools 16 C - Media Relations Policy 18 -2 - 32 APPROVED BY BOCC ON 4/21/2015 Purpose The primary purpose of this Strategic Communications Plan is to promote effective communication between and among the Orange County Board of Commissioners, the residents of Orange County, and the departments and staff of Orange County Government. Public access to government and freely shared information are cornerstones of the democratic process. Accordingly, this Plan is intended to simplify access to the Board of County Commissioners (hereinafter referred to as "BOCC" or"the Board") and to the workings of Orange County government. Consistent with the County's mission statement, this Plan establishes: guidelines, policies, and vehicles for accomplishing the Board's goals for effective communication; and best practices for organizing and executing communication efforts throughout Orange County government. Mission Orange County exists to provide governmental services requested by our residents or mandated by the State of North Carolina. To provide these quality services efficiently, we m ust. • Serve the residents of Orange County - our residents come first. • Depend on the energy, skills, and dedication of all our employees and volunteers. • Treat all our residents and all our employees with fairness, respect, and understanding. Objectives Objectives of the Strategic Communications Plan include: • To establish the communications roles of the Board of County Commissioners • To establish the communications roles of departments/staff/county management • To establish the communications roles of the Public Affairs Office/ Public Information Officer -3 - 33 APPROVED BY BOCC ON 4/21/2015 • To establish the ways in which County government entities receive and process information from the public and respond to the public • To formalize protocols for: handling of critical or sensitive issues; coordinating information during emergencies or crises; and handling fast-breaking, complicated, or controversial issues Guiding Principles This Plan emphasizes the following overarching principles: • Promote the ability of the Board and residents to access information • Disseminate information to the public (and other audiences) in a manner that is clear, concise, transparent, helpful, timely, proactive, and consistently professional • Implement and promote opportunities and mechanisms to obtain regular feedback from targeted audiences, especially Orange County residents • Promote two-way communications between the members of the BOCC and Orange County residents • Utilize a variety of targeted communication methods and strategies so as to be effective and appropriate for the specific situation • Afford the BOCC opportunities to relay information and to exercise ongoing oversight of this Communications Plan, while leaving implementation to the County Manager and County Departments • Provide a unified, coherent voice for Orange County Government, especially as a source of information during crisis or emergency situations • Foster a mindset of continual planning to keep Orange County communications efforts fresh and responsive • Promote communications between Board members and the rest of County government, including employees, generally through the County Manager -4- 34 APPROVED BY BOCC ON 4/21/2015 Situational Analysis Data compiled during the information gathering and plan development phases of the Strategic Communications project suggest the following organizational strengths, weaknesses, opportunities, and threats for Orange County Government as of the end of 2014: Strengths • Some departments have staff members whose time is earmarked primarily or in part to managing communications, consumer education, and public information efforts for their respective departments • Existing communication hardware and software capabilities that facilitate cablecasting BOCC meetings, web access to BOCC minutes/agendas/meeting recordings, and disseminating social media traffic • Solid external intergovernmental communications relationships (e.g. Standing Committee of emergency communicators including the Towns, UNC, volunteer agencies, utilities, etc) • Commitment to communications operations through staffing, dedicated budget, and committed resources/support Weaknesses • Absence heretofore of clearly defined, written public information and communications objectives for Orange County Government as an entity • Current job description of Public Affairs Director does not meet the needs or expectations of the organization • Organizational confusion regarding the current roles and responsibilities of the Public Affairs Office/Public Information Office • Certain departments lack dedicated staff resources sufficient to meet identified public information/communication needs • Lack of ongoing staff training and certification in communications, with the exception of a few departments • Lack of a newsroom or blog for open forum questions & answers -5 - 35 APPROVED BY BOCC ON 4/21/2015 • Lack of dedicated and experienced in-house graphic design professionals Opportunities • Consider Board prioritization among required communication functions to ensure that the most critical information needs are addressed first • Examine existing Countywide staffing (both permanent and temporary) and contracted resources for potential to accomplish various other communication functions • Consider whether some members of advisory boards and commissions, and other volunteers, may periodically be able to offer skills that match up with the inventory of needed communication functions identified in this Plan • Broadly disseminate existing communications plans and guidance from Emergency Services Department to enhance knowledge across the spectrum of County departments regarding how to communicate effectively in emergency or crisis situations • Take advantage of knowledge and skill sets of dedicated communications professionals in various departments to execute a practical, purposeful cross-training program to assist Department Heads and other key departmental staff in carrying out their responsibilities under this Strategic Communications Plan • Increase use of existing technology (e.g. social media, the County Listserv, etc) Threats • Possible organizational inertia regarding (re)assignment of various communication duties to the most appropriate parties, based on individuals' knowledge, skill sets, and abilities • Potential limitations on available financial resources to acquire/employ emerging technological tools or to hire staff (permanent and/or temporary) or contractors to carry out certain desired communication functions outlined in this Plan -6- 36 APPROVED BY BOCC ON 4/21/2015 Scope and Applicability This Plan is intended to be applicable to all aspects of Orange County government. As a Countywide Plan, its provisions address any type of communication between two or more parties. To properly discharge their responsibilities towards their constituents, County Commissioners must be kept properly apprised about relevant policies, programs, and events within the purview of each County department. That notwithstanding, County department heads and staff need to have considerable autonomy to carry out their public information and communication responsibilities based on their professional competencies, in a manner not inconsistent with the overarching principles and standards established in this Plan. Existing departmental communications plans and processes are complemented, not supplanted, by this Plan. Roles Adoption of this Plan contemplates the following ongoing communications roles. Board of County Commissioners: • approve periodic updates to the adopted Plan • appoint two Commissioners annually to serve on the Communications Governance Team to provide oversight and recommend appropriate refinements to the Plan • consider recommendations from the County Manager to allocate financial, staff, and technological resources to address unmet or emerging communications needs • provide guidance and direction to the County Manager and Public Information Officer that will disseminate information to residents and other audiences regarding significant County programs/policies/events/initiatives -7 - 37 APPROVED BY BOCC ON 4/21/2015 County Manager. • assign and direct staff to accomplish the strategies laid out in this Plan in a timely and effective way • supervise the Public Information/Public Affairs function for Orange County Government • prioritize communications work to match available resources • periodically apprise the BOCC on progress in implementing this Plan - including capabilities and constraints to achieving objectives, and recommendations for addressing any shortcomings County Departments: • establish or maintain departmental plans or processes for executing their own communications functions in a manner consistent with the County's overall Plan • support the Manager and other departments by sharing staff/technological/other resources when feasible to accomplish County communications goals and objectives Public Information Officer. • perform duties as assigned by the County Manager • serve as an information coordinator for departments • convene and provide leadership for County department communicators • foster strong relationships with representatives of all forms of media and serve as liaison between those persons and the County Commissioners and County Manager • when so designated by the County Manager or Emergency Services Director, serve as spokesperson for the County during emergency or crisis situations. In accord with North Carolina law, only the Chair of the Board may declare an official state of emergency. • serve as a resource for marketing and promoting Orange County services -8- 38 APPROVED BY BOCC ON 4/21/2015 Audience Identification In broad strokes, this Plan recognizes its Primary Target Audiences to include Residents; Media; Orange County Employees; and the Current Business Community. Secondary Target Audiences include Visitors; Other Governmental Officials (local, state, federal); Community Groups (e.g. civic organizations, faith-based organizations); Potential Business Recruitments; and Potential Future Residents. In more practical terms, the target audiences for any particular piece of County communication will depend on the type of message, the nature of the messenger, available communications resources and tools, and the particular environmental circumstances at the time. Specific audiences are then more narrowly focused from the general grouping, taking into consideration any targeted marketing campaign, which tools should be used, and any strategic messages. Communications decision-makers should review the checklist at Appendix A to determine which of the potential audiences are to be specifically targeted recipients of communications under the particular set of circumstances at hand. In many cases, audiences on that list will be non-applicable or redundant. The rationale behind creating and using the list in that appendix is to err on the side of considering too large a list, then to reduce it by purposeful analysis - as opposed to considering too small a list and improperly ignoring an important audience for the message. Tools/Asset Identification Orange County Government communicators are afforded wide discretion in selecting and employing the mechanisms and vehicles for transmitting information to their desired audiences in any particular set of circumstances. Appendix B provides a list of potential tools to be considered for each communication event. This list reflects both those communication tools that are available to Orange County Government and those that may become available in the future. -9 - 39 APPROVED BY BOCC ON 4/21/2015 Legal and Ethical Considerations All communications disseminated by Orange County Government will be tested against the highest ethical and legal standards, to ensure that the County faithfully serves the public in a manner consistent with its mission statement, to the best of its ability. • North Carolina Open Meeting/Public Records Laws - The State's open meeting and public records laws are critical to operating a fair and open government. The spirit with which public officials work to comply with the law is as important as the law itself. Recognizing that the public's business should be done in the open and honoring requests for help serves the people in a transparent manner. • Accessibility– Orange County will make reasonable efforts to ensure that the information concerning policies and programs is available to all despite the many barriers that could hinder effective communication. These barriers could include, but are not necessarily limited to, access to media/technology, language, and physical disabilities. • Informing Versus Persuading – The BOCC and all County departments strive proactively to provide all residents with complete and unbiased information on issues that may be, or are currently being, considered by the BOCC. This is especially important on matters that are coming to the Commissioners before the full Board has deliberated, voted, and established an official position. In instances where it may be appropriate for the BOCC to adopt a voice of persuasion (e.g. encouraging voters to vote on a bond referendum), County communication will be carefully crafted to recognize and explain the distinction between information intended to educate and information intended to influence. The County Departments serve as responsible advocates for the Board's policy decisions by providing clear, concise, and accurate information to all. The County will provide the data and reasoning behind the policy decisions so that residents can understand how these decisions were made. • Collective Versus Individual Commissioner Communications — The Chair of the Board acts as the spokesperson for the Board. In the absence of the Chair, the Vice Chair or Chair's designee acts as spokesperson. In the interests of clarity and transparency, individual County Commissioners will take care to dispel any reasonable confusion about whether they are communicating on behalf of the Board as a whole or whether - 10- 40 APPROVED BY BOCC ON 4/21/2015 they are communicating their own individual viewpoints. Alignment and Integration The full implementation of this Plan will include developing the messaging framework to articulate the connection between this plan and: • the BOCC's mission, vision and values • the County Manager's Office/Public Information Office communications activities • department specific communications/marketing plans • relevant emergency communication plans (e.g. Emergency Services, Public Health, Sheriff, municipalities, school systems) County staff will regularly explore opportunities for integrating messages across platforms and media that will allow the County to react quickly to changes in social media, as well as to better leverage existing County communications resources. All communications activities are to be developed and executed within the context of the County's overarching strategy. Strategy Implementation/Action Plan The following prioritized list of actions was developed to promote achievement of BOCC communication goals and objectives. It is important that any persons involved in Orange County Government communications pursue these steps in a manner that is consistent with the Board's overarching vision for transparency, accuracy, timeliness, and integrity in the information exchange process. PRIORITY A 1. Create and appoint a standing Communications Governance Team comprised of two Commissioners and staff to provide ongoing oversight of the Communications Plan with responsibility to make at least annual reports to the full Board of Commissioners. The report will include an evaluation of the strengths, weaknesses, opportunities and threats to Orange County communications set forth in this Plan and an update of those items. - 11- 41 APPROVED BY BOCC ON 4/21/2015 2. Create an internal County communications workgroup, modeled after the Council of Webmasters, which includes communications primes for each department (if they have one or have a need) and provides mutual awareness and support through sharing of projects, tips, and issues. 3. Purposefully convene the Communications Governance Team ahead of anticipated community policy/program/event discussions (e.g. revaluation, bond referendum) that are - or may become - complicated or controversial, to consider appropriate messaging content, tools, and audiences. 4. Empower the Communications Governance Team to conduct debriefing sessions following important communications events, evaluating both successes and shortcomings, and to make recommendations to the County Manager regarding key communications decisions. 5. Identify and implement a two way communication tool that facilitates meaningful, interactive dialogue among Commissioners and constituents regarding the development and implementation of significant County policies, programs, and activities. 6. Detail the County Manager to assign a responsible party for each essential communication function identified in this Plan; if insufficient resources exist, develop a resourcing plan to be presented to the Board. 7. Establish and foster ongoing working relationships with external communicators (e.g. news, radio, and TV reporters; local bloggers). 8. Develop and implement an awareness program so all County employees can be more effective "ambassadors" for major County policies, programs, and events. 9. Examine the established checklists of potential audiences and available tools and then tailor the release of any major County communication piece to increase the likelihood - 12- 42 APPROVED BY BOCC ON 4/21/2015 that all potentially interested parties will have improved access to the intended message about County programs, policies, and events. 10.Establish a protocol for County communicators to follow so as to determine what information is of sufficient importance to warrant being relayed to all members of the Board of County Commissioners. PRIORITY B 11.Develop a set of performance measurement tools and task the ongoing Communications Governance Team to conduct an evaluation (at least annually) of Orange County communication efforts. 12.Develop and implement a training program for staff members that are likely to have primary communication responsibilities to audiences outside their departments. 13.Develop and promulgate a formal Orange County Media Relations program. 14.Formally amend this Plan as needed from time-to-time to take immediate advantage of communications "lessons learned" and "best practices" gleaned from Communications Governance Team debriefings. 15.Formally recognize and support the existing ad hoc group relationship among communications professionals in various Orange County public sector agencies. 16.Establish the County's social media operating philosophy, including social media procedures for use and monitoring of commentary on any interactive format. PRIORITY C - 13- 43 APPROVED BY BOCC ON 4/21/2015 17.Develop and implement policies to standardize guidance for use of the new County logo and to ensure that the Orange County logo is part of all formal County communications. 18.Develop and implement policies to establish and promote an Orange County "brand". 19.Establish a protocol to distinguish for target audiences those communications that represent individual Commissioner viewpoints versus those communications that represent the positions of the Board as a whole. 20.Create a pilot program that assigns a non-Commissioner to "live tweet" for BOCC meetings; after a reasonable trial period, have the Communications Governance Team evaluate the costs and benefits and recommend continuation/modification/termination. - 14- 44 APPROVED BY BOCC ON 4/21/2015 APPENDIX A INVENTORY OF POTENTIAL AUDIENCES • Residents • Citizens • Board of Commissioners • Taxpayers • Media • County departments • County employees • Current Businesses/Commercial Enterprises • Advisory Boards and Commissions • Real property owners • Non-English speakers • People with various disabilities • People with limited literacy • Residents with limited or no access to digital communications networks (e.g. no computer or Internet access) • Visitors • Potential Future Businesses/Commercial Enterprises • Potential Future Residents • Orange County Municipalities • Adjacent counties • School districts • Municipalities in adjacent counties • Regional organizations or authorities (e.g. TJCOG, Triangle Transit) • Court system • UNC-CH • Public utilities (e.g. Duke Energy, OWASA, Piedmont Electric, PSNC) • Non-profit service delivery organizations (e.g. InterFaith Council, OCIM, etc) • Emergency service providers (e.g. volunteer fire departments, Rescue Squad, Red Cross) • North Carolina governmental agencies • United States governmental agencies • Other volunteers - 15- 45 APPROVED BY BOCC ON 4/21/2015 APPENDIX B INVENTORY OF POTENTIAL TOOLS/ASSETS • County Website • County Newsletter (printed, e-mailed) • Digital Message Monitors • Social Media (Facebook, Twitter, Flickr, YouTube) • County Intranet • County Connection E-Mail • Citizen Comment (website link for citizen inquiry & complaint with BOCC/departmental follow up) • Everbridge Alert System • Annual Report • News Releases • Public Forums/Speakers' Bureau • Brochures, Guide Booklets, and Postcards • Public Service Announcements • Calendars/Events o Public meetings o Public events o Classes • Photography • Purchased print ads (newspapers and magazines) • Purchased Radio spots • Purchased TV spots • Listservs (allows users to add or remove automatically) • Dedicated Orange County cable TV channel - Government Access Channel 1301 • Time Warner Cable • AT&T, U-Verse • Video programming (currently outsourced) • Video tools, hardware and software (cameras, tripods, lights, wireless sound/microphones, video editing software, graphic generator, etc.) • Video camera/tools check-out process for departmental staff • Streaming video • BOCC meetings • County generated content, public service announcements (PSAs), service highlights, weekly TV show, etc. • Orange County Government radio station • Designated employees available for crisis/emergency communications • Guided tours • County Government 101 sessions (Citizen Academy) • Town Hall meetings • County expo • Active engagement with other communicators within Orange County (Town of Chapel Hill, Town of Carrboro, Town of Hillsborough, UNC, OWASA, etc.) - 16- 46 APPROVED BY BOCC ON 4/21/2015 • Branding — use of a county wide graphic or logo (indicating this is a service of Orange County provided with your tax dollars) o Creating graphics standards (including business cards and stationary) • Coordinated communicators team of County PIO type staff • Rich Site Summary (RSS) • Blogs (County or posting to an independent site such as Orange Politics) • Monitor Orange County sanctioned social media tools for content and currency • Membership with regional and national communication organizations • Employee newsletter • Yard signs (like small campaign signs) • Billboard • Burn/duplicate CD/DVDs of Orange County content for public distribution • Multimedia • Newspapers • Direct Mail • Special Events • Translation for any of the above - 17- 47 APPROVED BY BOCC ON 4/21/2015 PLACEHOLDER FOR APPENDIX C MEDIA RELATIONS POLICY (to be developed later) - 18-