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HomeMy WebLinkAbout2012-09-04 - Public Affairs-Communications-Technology Committee Meeting Agenda Packet Yorba Linda Water District AGENDA YORBA LINDA WATER DISTRICT PUB AFFAIRS-COMMUNICATIONS-TECH COMMITTEE MEETING Tuesday, September 4, 2012, 4:00 PM 1717 E Miraloma Ave, Placentia CA 92870 COMMITTEE STAFF Director Gary T. Melton, Chair Steve Conklin, Acting General Manager Director Michael J. Beverage Art Vega, Interim IT Manager Damon Micalizzi, Public Information Officer Cindy Botts, Management Analyst 1. PUBLIC COMMENTS Any individual wishing to address the committee is requested to identify themselves and state the matter on which they wish to comment. If the matter is on this agenda, the committee Chair will recognize the individual for their comment when the item is considered. No action will be taken on matters not listed on this agenda. Comments are limited to matters of public interest and matters within the jurisdiction of the Water District. Comments are limited to five minutes. 2. DISCUSSION ITEMS This portion of the agenda is for matters such as technical presentations, drafts of proposed policies, or similar items for which staff is seeking the advice and counsel of the Committee members. This portion of the agenda may also include items for information only. 2.1. Computerized Maintenance and Management System Project Status 2.2. Sewer Facilities GIS Conversion Status (Verbal Report) 2.3. Fall Newsletter Draft Content and Layout 2.4. Bottled Water Label Art Contest 2.5. Large-Scale Bottled Water Donation Requests 2.6. Public Outreach Activities 2.7. Draft Strategic Communications Plan 2.8. Status Report on Strategic Plan Initiatives 2.9. Future Agenda Items and Staff Tasks 3. ADJOURNMENT 3.1. The next Public Affairs-Communications-Technology Committee meeting will be held Monday, October 1, 2012 at 4:00 p.m. Items Distributed to the Committee Less Than 72 Hours Prior to the Meeting Pursuant to Government Code section 54957.5, non-exempt public records that relate to open session agenda items and are distributed to a majority of the Committee less than seventy-two (72) hours prior to the meeting will be available for public inspection in the lobby of the District's business office located at 1717 E. Miraloma Avenue, Placentia, CA 92870, during regular business hours. When practical, these public records will also be made available on the District's internet website accessible at http://www.ylwd.com/. Accommodations for the Disabled Any person may make a request for a disability-related modification or accommodation needed for that person to be able to participate in the public meeting by telephoning the Executive Secretary at 714-701-3020, or writing to Yorba Linda Water District, P.O. Box 309, Yorba Linda, CA 92885-0309. Requests must specify the nature of the disability and the type of accommodation requested. A telephone number or other contact information should be included so the District staff may discuss appropriate arrangements. Persons requesting a disability-related accommodation should make the request with adequate time before the meeting for the District to provide the requested accommodation. ITEM NO. 2.1 AGENDA REPORT Meeting Date: September 4, 2012 Budgeted: Yes Total Budget: $388,000 To: Public Affairs-Communications- Technology Committee From: Steve Conklin, Acting General Manager Job No: 200915 Presented By: Art Vega, Acting IT Manager Dept: Information Technology Reviewed by Legal: N/A Prepared By: Robyn Shaw, Info Sytm Tech CEQA Compliance: N/A II/Programmer Subject: Computerized Maintenance and Management System Project Status SUMMARY: On July 22, 2010, the Board authorized the General Manager to execute a Professional Services Agreement with Westin Engineering, in the amount of $248,626, to provide Computerized Maintenance & Management System (CMMS) software and implementation services. The software proposed by Westin Engineering was Azteca's CityWorks software solution. On October 27, 2011, the Board authorized the General Manager to execute Task Release No. 2 amending the PSA with Westin, in the amount not to exceed $38,000 to provide for additional support services on an on-call as-needed basis. For the 2012/13 budget year the CMMS CIP project was increased by $50,000. DISCUSSION: District IT staff assessed the status and expenditures to date with regard to the Westin Engineering agreement. The District has paid Westin Engineering 100% of the $ 248,626 professional services contract to date for development, installation and initial training on the Cityworks CMMS software system. District IT staff assessed the status of expenditures to date with regard to Task Release No. 2. The district has paid Westin Engineering $15,647.56 (41%) of the $38,000 for support services. Improvements have been made to CMMS implementation for the District's valve crew map and process. CMMS for the valve crew is operational. Attached for the Committee's review is an updated projected cost estimate for the CMMS project. STRATEGIC PLAN: OE 1-B: Evaluate How Each Department Might Make Further Use of Existing Technology ATTACHMENTS: Ilai lu. Description: Type: Protected Cost for CMMS 2012 - 2013.xlsx Projected Cost for CMMS 2012-2013 Backup Material CMMS Projected Costs (updated August 27,2012) Project Total to Date: $323,639.03 EQUIP $0.00 $0.00 INVENTORY $0.00 $8,646.38 LABOR $0.00 $7,943.67 OUTSIDE SVC $388,000.00 $279,001.40 SUPPLIES $0.00 $28,047.58 Project Total to Date: $323,639.03 Projected Remaining Costs for Supplies&Outside Services $66,816.00 Project Total to Date $323,639.03 Projected 'I ' *Total amount of annual service contract may not be used. 1-year term. ** 16-20 licenses $2995/each, 21-100 licenses$1,995/each. Total amount of licenses needed still to be determined. *** Does not include monthy verizon card fee of$37.99 plus applicable taxes per card per month. Remaining amount in Westin Contract $0.00 Task Release No. 2 with Westin Engineering * up to$38,000 $22,353 CityWorks User Licenses (currently 15). 5 additional licenses ** 5 x$2,995 $14,975 Laptops with Verizon cards (15 Total 7 already purchased)*** 8 X$2,365 $18,920 Vehicle mounts for laptops (purchased 7) 8 x$1,3211 $10,568 Projected Remaining Costs for Supplies&Outside Services $66,816.00 Project Total to Date $323,639.03 Projected 'I ' *Total amount of annual service contract may not be used. 1-year term. ** 16-20 licenses $2995/each, 21-100 licenses$1,995/each. Total amount of licenses needed still to be determined. *** Does not include monthy verizon card fee of$37.99 plus applicable taxes per card per month. CMMS Projected Costs (updated August 1,2012) Project Total to Date: $323,639.03 '17 FIR - • • - EQUIP $0.00 $0.00 INVENTORY $0.00 $8,646.38 LABOR $0.00 $7,943.67 OUTSIDE SVC $388,000.00 $279,001.40 SUPPLIES $0.00 $28,047.58 Project Total to Date: $323,639.03 '17 FIR - - Remaining amount in Westin Contract $36.56 Task Release No. 2 with Westin Engineering * up to$38,000 $25,667 CityWorks User Licenses (currently 15). 5 additional licenses ** 5 x$2,995 $14,975 Laptops with Verizon cards (15 Total 6 already purchased)*** 9 X$2,365 $21,285 Vehicle mounts for laptops (purchased 6) 9 x$1,321 $11,889 Projected Remaining Costs for Supplies&Outside Services $73,853.00 Project Total to Date $323,639.03 $397,492 *Total amount of annual service contract may not be used. 1-year term. ** 16-20 licenses $2995/each, 21-100 licenses$1,995/each. Total amount of licenses needed still to be determined. *** Does not include monthy verizon card fee of$37.99 plus applicable taxes per card per month. ITEM NO. 2.3 AGENDA REPORT Meeting Date: September 4, 2012 Budgeted: N/A Total Budget: $21,600 To: Public Affairs-Communications- Cost Estimate: $5,400 Technology Committee Funding Source: N/A From: Steve Conklin, Acting General Account No: 1-2020-0580-50 Manager Presented By: Staff Dept: Administration/Public Affairs Reviewed by Legal: N/A Prepared By: Cindy Botts, Management CEQA Compliance: N/A Analyst Subject: Fall Newsletter Draft Content and Layout SUMMARY: The Fall Newsletter, to be delivered by September 21, 2012, will include the following content: • 2012 Bottled Water Label Contest • Water 101, Part 1: Water Categories • YL Blvd Project - Next Steps After YL Pipeline Construction (Letter From the Engineering Mgr) • YLWD's CMMS Program • YLWD in the Community A mock-up of the layout will be provided at the meeting. STRATEGIC PLAN: CP 1-E: Effectively Use Broad Spectrum Communication Opportunities ITEM NO. 2.4 AGENDA REPORT Meeting Date: September 4, 2012 Budgeted: N/A To: Public Affairs-Communications- Technology Committee Funding Source: N/A From: Steve Conklin, Acting General Manager Reviewed by Legal: N/A Prepared By: Cindy Botts, Management CEQA Compliance: N/A Analyst Subject: Bottled Water Label Art Contest SUMMARY: The YLWD Bottled Water Program is entering it's third year, along with the 3rd Annual Bottled Water Label Artwork Contest. Highlights of the contest include: • Contest will be promoted primarily through the Newsletter and direct flyers to every student in the District service area (approx. 11 schools & 4,200 students), in addition to the website and through the Water Education Program partnership with MWDOC/Discovery Science Center. • Open to Elementary Schools Students (grades K-5) within YLWD. • Deadline October 15th (3 weeks after Fall Newsletter received) • Winning artwork will go on the inside label of our bottled water. The 3rd Annual Bottled Water Label Contest Theme is "The Many Uses of Water". Attached is the initial design of the flyer. A price quote on printing the flyers for delivery to the individual students will be presented at the Committee meeting. ATTACHMENTS: Description: Type: Water Bottle Label Contest Flyer 2012 Bottled Water Label Contest-2012, Horizontal Backup Material Landscape.pdf Water Bottle Label Contest Flyer 2012- Portrait.pdf Bottled Water Label Contest-2012,Vertical Backup Material Yorba Linda Water District for community events. '-It also serves as an emergency supply of drinking water that the District can distribute in the event of a disaster or when portions of the distribution system are temporarily out of service. The winning artwork will be used on YLWD's Bottled Water for one year and the winning artist, principal and school will be recognized by the Board of Directors. h "VLP SAVE ATE ' CONTEST DEADLINE: Monday, October 15, 2012 CONTEST THEME: 4Manm es of walel ALL ARTWORK MUST CONTAIN THE FOLLOWING INFORMATION: • Student's Name • Student's Grade • Parent's Name • Student Phone Number • Teacher's Name • School Entries are to be sent to: YLWD Public Affairs P.O. Box 3og Yorba Linda, CA 92885 Yorba Linda Water District 1 BOTTLED WATER ABEL YLWD Bottled Water comes directly from YLWD wells and is distributed to schools and charitable groups in need for water for community events. It also serves as an emergency supply of drinking water that the District can distribute in the event of a disaster or when portions of the distribution system are temporarily out of service. The winning artwork will be used on YLWD's Bottled Water for one year and the winning artist, principal and school will be recognized by the Board of Directors. CONTEST DEADLINE: ALL APTWOPK MUST CONTAIN Monday, October 15, 2012 THE FOLLOWING INFORMATION: Student's Name CONTEST THEME: • Student's Grade "GS 6 9V „r,,, Ues of C U V'a:tW • Parent's Name--" ` ""�f • Student Phone Number • Teacher's Name • School Entries are to be sent to: YLWD Public Affairs P.O. Box 309 Yorba Linda, CA 92885 H9LP S415 Last year's winner was CONTEST QUILES akc- TAwi� of Linda Vista - - School. Open to Students living within YLWD A,rE� Boundaries, grades K-5. Artwork must demonstrate student's own ability. • Artwork must be drawn HORIZONTALLY on 11x17 inch paper ,r • Original Artwork only (No trademarked/ copyrighted material- Mickey Mouse, etc.) • All submitted Artwork will become the exclusive property of YLWD for reproduction and promotional purposes. ITEM NO. 2.5 AGENDA REPORT Meeting Date: September 4, 2012 Budgeted: Yes Total Budget: $53,000 To: Public Affairs-Communications- Cost Estimate: $3,500-$9,500 Technology Committee Funding Source: Water Operating Fund From: Steve Conklin, Acting General Account No: 1-2020-0580-35 Manager Dept: Administration/Public Affairs Reviewed by Legal: N/A Prepared By: Cindy Botts, Management CEQA Compliance: N/A Analyst Subject: Large-Scale Bottled Water Donation Requests SUMMARY: Pursuant to the District's Draft Bottled Water Policy, organizations and non-profits can request up to 25 cases of bottled water (24 bottles/case) per fiscal year, up to a maximum of three events per organization. Three organizations/schools have approached the District for larger-scale donations. DISCUSSION: • Esperznna High School has requested a donation of 10 cases, which is within the District's policy; however, the water will be used for emergency preparedness, which every PYLUSD school is required to do. This donation has the potential for creating requests totaling thousands of bottles. • The Placentia Heritage Festival & Parade has requested 88 cases of bottled water for the parade participants. In previous years GSWC has provided the water, however, last year they initially agreed and then canceled. YLWD received a last minute request, which we approved. This year, GSWC declined to donate. • Esperanza High School PTSA will be hosting a "Taste of Esperanza" fundraiser and has requested 30 cases. Staff is looking for direction on how to move forward with these and other large-scale donation requests in the future. STRATEGIC PLAN: CP 1-E: Effectively Use Broad Spectrum Communication Opportunities ITEM NO. 2.6 AGENDA REPORT Meeting Date: September 4, 2012 Subject: Public Outreach Activities ATTACHMENTS: Description: Type: Public Outreach Activities FY 12-13.docx Public Outreach Activities Backup Material Special Events Date Description Business Materials Notes 07/03/12 Community Fundraiser East Lake Eagle Rays Swim Team 120 Water Bottles 07/05/12 Community Event The Cal South Outreach Program for Soccer 600 Water Bottles 07/18/12 School Fundraiser YLHS Men's Basketball 144 Water Bottles 07/26/12 Community Event YL Chamber of Commerce-Taste of YL 1,200 Water Bottles 07/26/12 Community Event Project 999 (Supporting Fallen Police Officers) 288 Water Bottles 08/03/12 School Fundraiser El Dorado HS Football Golf Tournament 120 Water Bottles 08/10/12 Community Fundraiser YL Relay for Life 750 Sports Bottles, Water Truck, Booth 08/16/12 School Fundraiser 5t"Annual Ryan Bousquet Memorial Fun Run 264 Water Bottles 08/30/12 Community Event National Charity League Father/Daughter Event 384 Water Bottles 09/13/12 Community Event Kids' Community Swap Meet 360 Water Bottles 10/03/12 Community Event Littlest Angel Guild Annual Home Tour& Gift Fair 240 Water Bottles, 8 Traffic Cones 10/25/12 Community Event City of Y.L. Parks& Rec. Senior Health Faire 504 Water Bottles As of August 28, 2012, 4,234 Water Bottles Scheduled/Donated ITEM NO. 2.7 AGENDA REPORT Meeting Date: September 4, 2012 To: Public Affairs-Communications- Technology Committee From: Steve Conklin, Acting General Manager Presented By: Steve Conklin, Acting General Manager Prepared By: Cindy Botts, Management Analyst Subject: Draft Strategic Communications Plan EW SUMMARY: On October 21, 2011, the PACT Committee reviewed the draft Strategic Communications Plan. This plan was also presented at a Board Workshop on November 14, 2011. During its August 6, 2012 meeting the Committee requested to review the attached Plan. DISCUSSION: Outlined in the document is the Public Information Officer's (PIO) strategic approach to reaching YLWD communications goals, which include: • Increase awareness of, and interest in YLWD; • Become more transparent; • Restore the public's faith in YLWD; • Display and maintain a more visible presence in the community; • Utilize technology to achieve maximum community outreach; • Explain the water supply management system; • Promote the need for water use efficiency practices and the existence and benefits of YLWD's water-saving programs; • Confirm YLWD's commitment to maintaining high environmental standards; • Strengthen customer confidence in the quality of the water YLWD provides; and, • Be accountable to ratepayers for money spent by the district. STRATEGIC PLAN: CP 1-A: Enhance Resources for Public Information and Governmental Affairs Division ATTACHMENTS: Name: Description: Type: DKM DRAFT YLWD COMMUNICATIONS PLAN 2011- 12.docx Strategic Communications Plan Backup Material PUBLIC AFFAIRS 1 2011 YLWD STRATEGIC COMMUNICATIONS PLAN I. INTRODUCTION: 4do The Yorba Linda Water District(YLWD)is a vital staple of the community, with more than a century of experience providing a safe, high-quality water supply to its customers. Nearly 75,000 residents depend on YLWD for their drinking water and local businesses rely on the District for this precious resource for irrigation and a host of other critical needs. Due to the ever-present threat of drought and water shortage, the Yorba Linda Water District is committed to making sure that its residents understand the urgency of dealing with the water shortage, that they are educated about their options for meeting future supply demands, and that they are motivated to conserve water whenever possible. In November of 2008, dozens of homes in the District were lost or damaged in the Freeway Complex Fire. With no experienced Public Affairs Personnel, the District became a convenient scapegoat for many of those losses due to the fire causing a failure with one of the District's pumps in that area. As the Fire and its aftermath dominated the news, YLWD came under heavy scrutiny and has been in political crosshairs ever since. In an effort to restore the public's trust, increase awareness about water supply issues and raise the profile of YLWD, this strategic communications program has been created. Outlined in this document is the strategic approach to reachinz the YLWD communications goals, which include: YLWD Strategic Communications Plan-Presented by Damon Micalizzi For Internal Use Only Page 1 PUBLIC AFFAIRS I2011 YLWD STRATEGIC COMMUNICATIONS PLAN YLWD Strategic Communications Plan-Presented by Damon Micalizzi For Internal Use Only Page 2 Mission Statement Yorba Linda Water District will provide reliable, high quality water and sewer services in an environmentally responsible manner while maintaining an economical cost and unparalleled customer service to our community. Vision Statement Yorba Linda Water District will become the leading, innovative and efficient source for high quality reliable services. Core Values The Yorba Linda Water District Board of Directors and staff are guided in everything we do by the following core values: Integrity—We demonstrate integrity every day by practicing the highest ethical standards and by ensuring that our actions follow our words. -NOON NOON®® ®NONE MENNEN® MEEEEEEEE EEEEEEE EEEEE MEN E YLWD Strategic Communications Plan-Presented by Damon Micalizzi For Internal Use Only Page 3 YL , WJ The Scope Of The Plan: PUBLIC AFFAIRS I2011 YLWD STRATEGIC COMMUNICATIONS PLAN Research indicates that customers have a relatively high level of awareness ab a water supply problem. It is important to help customers understand the urgency of the water supply issue without creating a sense of panic. YLWD Strategic Communications Plan-Presented by Damon Micalizzi For Internal Use Only Page 4 PUBLIC AFFAIRS 1 2011 YLWD STRATEGIC COMMUNICATIONS PLAN harnessed and used to build support for future programs across the agenc The process for developing and maintaining this crucial stakeholder involvement should be at the forefront of the campaign to build awareness and support for ensuring a long-term, reliable water supply, water use efficiency and the overall role of YLWD in the community. We live in a society where we are moving from the age of deference to the age of reference. Technology has changed the way information is gathered and disseminated and it is our goal to utilize broad spectrum communications to provide the most up-to-date and accurate information to create support throughout the community for each YLWD program. IV. COMMUNICATIONS STRATEGIES: A. Planning/development of YLWD theme and key messages. -Impact on residents. - Vision for the future so YLWD Strategic Communications Plan-Presented by Damon Micalizzi For Internal Use Only Page 5 PUBLIC AFFAIRS 1 2011 YLWD STRATEGIC COMMUNICATIONS PLAN 2. Problem and solutions: - Short-term and long-term water supply situation. -Why water use efficiency is necessary -Risk analysis: what happens if we don't take necessary steps now to plan and prepare. - Cost/benefit analysis of long-term options. Customer Call to Action -Water use efficiency at home, work, in the community -Public involvement in long-term planning for solutions (CAC) -Public commitment to achieving the District's goals 4. Other: It is important to communicate these things about YL -Responsible stewardship of natural N%L -Forward thinking. - Inclusive decision-making. - Thoughtful and creative approach to problem-solving. - Cost-effective. -Dedicated to preserving the Key Strategies Consistency of messages. Consistency of graphic tone/look/feel of YLWD materials. YLWD Strategic Communications Plan-Presented by Damon Micalizzi For Internal Use Only Page 6 PUBLIC AFFAIRS 1 2011 YLWD STRATEGIC COMMUNICATIONS PLAN B. Current/Future Communication Tactics Current Tactics: • Waterlines Customer Newsletter • Bottled Water/Contest • Social Media Campaign • Updated Website Future Tactics (Tier One): Editorial Calendar Update and Outreach -Identify the editorial calendars for the Calendar Ye -Match editorial calendars with story or column ide - Options include: o Spring months: Preparing your yard for spring and summer weather; water efficient landscaping; timing irrigation systems; "the reservoirs are full, why do we need to conserve?" YLWD water use efficiency programs; planning ahead to meet water supply needs: and solutions. 2. News Bureau -Maintain the District's news outreach program on the web site. -Place related articles and resources on the web site as well for reporter use. -Greater emphasis on Social Media (Facebook/Twitter/Youtube)to reach our stakeholders and industry partners YLWD Strategic Communications Plan-Presented by Damon Micalizzi For Internal Use Only Page 7 PUBLIC AFFAIRS I2011 YLWD STRATEGIC COMMUNICATIONS PLAN -Issue regular updates to online media, directing them to web based news bureau for more information. YLWD Strategic Communications Plan-Presented by Damon Micalizzi For Internal Use Only Page 8 PUBLIC AFFAIRS 1 2011 YLWD STRATEGIC COMMUNICATIONS PLAN - Conduct media skills workshop(s)for YLWD staff, members of the board of directors and key business partners to facilitate consistency of messages and ease in working with the media. -Update media skills training annually. Adpk C. Conduct specific program to reach influencers and opinion le; Future Tactics (Tier One): ®®®®®® No 00 ®®00 Bi-annual breakfasts with key opinion leaders -Provides updated information on District plans and the impact on the community. YLWD Strategic Communications Plan-Presented by Damon Micalizzi For Internal Use Only PUBLIC AFFAIRS I2011 YLWD STRATEGIC COMMUNICATIONS PLAN 6. Develop and disseminate a quarterly electronic newsletter specifically for this target audience. Include articles they may reprint in their own publications. +q%hk�, D. Expand the District's Community Relations Program The District already has an effective bottled water program, which provides the foundation for expansion to give it greater visibility. Future Tactics (Tier One): 0 No No MEN MEN MEN No MEN NONE MENNEN MEN 0 MEN 0 0 Mo.. MEN E.- 00 00 1 0 to educate the public. 1W 1k iduw qW 3. Produce litterbags and other collateral with shared ID's (business and YLWD)for distribution by YLWD Future Tactics (Tier Two): ®®®®®®®®®®®® ®®®®®®®® ®®®®®® ®®®®®® ®®®® ®®®®®® 4. Produce one new -Include an interact*Xno nt for youth and adults. Place the display at community events, with placement at least once a month. o When at events, rotate display at public places (i.e. library) retail locations, employee locations and public building lobbi E. Reach residents where they YLWD Strategic Communications Plan-Presented by Damon Micalizzi For Internal Use Only Page 10 PUBLIC AFFAIRS 1 2011 YLWD STRATEGIC COMMUNICATIONS PLAN 1. Hangers placed directly on residents' doors with refrigerator magnets, litterbags or hot pads attached 2. Conduct direct mail to each customer with one of the above items included a®®®® ®ME ®0 4. Recruit co-sponsors; and distribute savings coupons for water conservation devices (such as above)provided by local retailers. 5. Develop partnerships with other utilities or community retailers to include YLWD messages in direct mail and distribution to customers. NEL 6. F. Conduct school program to reach students and their families, as well as school employees. Page 11 2. PUBLIC AFFAIRS 1 2011 YLWD STRATEGIC COMMUNICATIONS PLAN G. Paid Media and Public Service Campaign NO A comprehensive public education campaign will include paid media spots and print ads, which are leveraged to garner free (public service) ads as well. Paid media complements the"earned media" (media relations) campaign by timing and targeting messages, and keeping the campaign highly visible. This strategy is designed to leverage public service messages with paid messages. Placement should include: radio, print, outdoor and online advertising opportunities. Currently YLWD does not have a paid media program. YLWD has undertaken paid media programs in the past to promote specific programs (toilet rebates, for example) or specific event. '1L 'MorqU16, Future Tactics (Tier One and Tier Two): XIL 1. Identify the paid media budget(recommended $10,000425,000. annual) 2. Develop the media plan (insertion schedule) appropriate he budget. - Type of media, specific outlets. iak - Calendar(heavy-up in spring, rotate placements nine mon hs of the year.) 3. Develop overall advertising strategy. - Year One: • Promote YLWD, Vision and Responsiveness • Reinforce what the public knows about the problem, and introduce the need for a water supply solution YLWD Strategic Communications Plan-Presented by Damon Micalizzi For Internal Use Only Page 12 PUBLIC AFFAIRS I2011 YLWD STRATEGIC COMMUNICATIONS PLAN o Promote ongoing water use efficiency messages - Year Two: • Promote YLWD, Vision and Responsiveness • Continue to promote problem statement; water u • Introduce, explain supply solution • Introduce risk-analysis • Introduce cost-benefit • Launch public involvement program - Year Three: • Promote YLWD, Vision and Responsiveness • Continue to promote problem statement; water use efficiency messages • Publicize supply solution and public benefit • Continue public involvement program 1%h, 4. Develop creative approach, based on key messages and target audiences. 5. Develop creative materials (ads) for each H. Conduct a program to reach residents, employees and business managers through workplace communications. The workplace is one of the most relied upon venues to receive and share important information relevant to one's life. Whether a business has ten employees or a thousand, reaching people at their place of work is an effective way to communicate with them. (Tier One Tactics): 1%L11k N N 1. Update the database of the region's top employers, including public agencies 2. Develop print collateral specifically for placement in employee gathering places (lunch rooms, etc.) -Examples include: posters or program broch s, interactive web site kiosk. Nr YLWD Strategic Communications Plan-Presented by Damon Micalizzi For Internal Use Only Page 13 PUBLIC AFFAIRS I2011 YLWD STRATEGIC COMMUNICATIONS PLAN - Outcome Measures: •Level of public awareness of problem and opinion of the District(survey?.) •Level of self-reporting concern about water supply, support for long-term solutions and change in water use efficiency behavior(survey.) •Level of visible support for District's annexation of the Yorba Linda Sewer System. •Level of organized opposition to the District's annexation of the Yorba Linda Sewer System. •District's ability to move forward with logistical, environmental and financial planning to secure additional water supplies and or broaden the District's boundaries. YLWD Strategic Communications Plan-Presented by Damon Micalizzi For Internal Use Only ITEM NO. 2.8 AGENDA REPORT Meeting Date: September 4, 2012 Subject: Status Report on Strategic Plan Initiatives ATTACHMENTS: Description: Type: Strategic Plan Tracking- PACT.xlsx Strategic Plan Tracking-August Backup Material Strategic Plan Initiatives Status Report Public Affairs-Communication-Technology Committee Strategies Start Date Completion Lead Party July 2012 Progress August 2012 Progress Date OE 1: O timize Use of Existing Technologies Network Fleet(Vehicle GPS) Network Fleet(Vehicle GPS) Identify the Current Functionality of Training rescheduled for Aug. Training held Aug. 21. Working OE 1-A Existing Technology and Determine if Jul-11 Sep-11 IT Director/EPIC Committee 21. The need for more Dynamics on updating contract with it is Being Utilized to Full Capacity GP HR training identified and to NeuLogics/Negotium be scheduled. Evaluate How Each Department Might EPIC Committee/ Executive Discussed at Monthly Manager Discussed at Monthly Manager OE 1-13 Make Further Use of Existing Sep-11 Dec-11 Staff Meetings Meetings Technology CP 1: Increase Brand Recognition within the Communit Enhance Resources for Public The District rc Intern Purchased promotional displays CP 1-A Information&Governmental Affairs Jul-11 Dec-11 Public Information Officer for Public Affairs in March 2012. airs in M to enhance District public Division outreach. CP 1-13 Develop a Public Relations Master Jul-11 Jun-12 Public Information Officer Presented at Board Workshop No further development has been Plan with Measurable Goals November 14, 2011 made at this time. CP 1-E Effectively Use Broad Spectrum On-going On-going Public Information Officer The summer newsletter was Progress was made on the fall Communication Opportunities received well by the public. newsletter. CP 2: Increase Public Awareness of Water and Wastewater Related Issues Number of Discovery Science Ordered promotional materials CP 2-13 Develop and Expand a Youth Jul-11 On-going Public Information Officer Center children increased in focusing on water, Created water Education Program early 2012 for the FY 2012/13. based theme for 3rd Annual Bottled Water Label Contest.