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CITY OF SAN BERNARDINO REQUEST FOR COUNCIL ACTION
From: Charles McNeely,
City Manager
Subject: City of San Bernardino Strategic
Communications Plan
Date: January 10, 2011
MCC Date: January 10,2011
Synopsis of Previous Council Action:
No previous action taken
Recommended Motion:
Approve the City of San Bernardino Strategic cornm'd;lan and di eel the City Manager
to implement .
Signatur
Contact Person: Heather Gray
Phone: 5916
Supporting data attached:
Staff Report/ Powerpoint Ward(s):
Citywide
FUNDING REQUIREMENTS:
Amount: N/ A
Source:
Acct. Description:
Finance:
Council Notes:
Agenda Item No.
Mcc. 0\ -\D--\\
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CITY OF SAN BERNARDINO - REQUEST FOR COUNCIL ACTION
Staff Report
Back2round:
At the March 2010 retreat, entitled "Building a Better Community," the Mayor and Common
Council defined a vision and identified a set of strategic goals to achieve that vision. During this
retreat, the City Manager presented a number of organizational strategic initiatives designed to
assist in implementing the direction and vision of the Mayor and Common Council. The major
components of one of these initiatives, "Building a Better Community through Strategic
Communications," involved a complete assessment of the organization from a communications
perspective by the Manager of Communications, in order to develop a city-wide communications
strategic plan to help ensure that the Mayor and Common Council's goals and objectives are met.
Since the retreat, the Manager of Communications has performed a peer communications
assessment by interviewing Councilmembers, staff and the public to garner their input and
completed an analysis which outlines potential strengths, weaknesses, opportunities and threats
to the organization. Additionally, the Manager of Communications performed a complete
communications audit of the City, which included assessment of internal and external methods of
communication.
The proposed City of San Bernardino Strategic Communications Plan, (attached) presents a
series of recommendations for review and approval by Mayor and Common Council. These
recommendations range in scope from the creation of a standard media policy to potential future
rebranding strategies. The plan also contains several appendices, including an action plan, a
completed media policy, social media policy and a marketing plan for SBETA. The Strategic
Communications Plan is a living document that will change or develop over the next two years
and will provide initial direction for the City's newly established communications program.
Financial Impact:
Acknowledging the City's financial situation, most of the marketing and public relations
strategies included in the plan are those that can be accomplished at a nominal cost. The
recommendations that potentially involve larger costs are identified and included for discussion
purposes, should Council determine to direct staff to move forward in exploration of those
strategies.
Recommendation:
Approve the City of San Bernardino Strategic Communications Plan and direct the City Manager
to implement.
Attachments:
1. Strategic Communications Plan
1