City of Burnsville

Communications Plan
2001-2003

City of Burnsville Communications Plan Page 2

Introduction
In 1998, the City of Burnsville made substantial improvements in its communications plan. A reformatted, colorful Burnsville Bulletin was the cornerstone of these improvements and has since collected national recognition as well as increased readership from residents. The Burnsville Community Guide ("owner's manual") was also produced for the first time and widely distributed to realtors, residents and businesses. The Burnsville Connect Web Site received a new look, increased information and usage by the public. "Community Journal", a monthly program on CityCable16, has become an excellent vehicle for delivering information about City Services. The City of Burnsville is in the process of re-evaluating the effectiveness of communications activities and updating the Communications Plan for future needs. The update process is based on the following steps: A series of seven meetings with city staff, residents and businesses representatives -one meeting per theme area; Review of data from City Surveys and feedback mechanisms; Reviewed past practices of the City of Burnsville in regard to communication. This draft plan is intended to serve as a guide to achieve the communication goals of the City and must be flexible to change as goals are achieved and Council priorities evolve.

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 3

Guiding Principles
This plan is based on a number of principles which serve to guide its overall development. Those principles are summarized in the following categories: 1. Proactive vs. Reactive The intent of the communications program is to take a proactive approach versus a reactive approach, creating channels of communication and providing the tools necessary to achieve the goals. 2. Positive vs. Negative The emphasis in this program is on positive themes, activities, services and programs of the City government rather than on negative things. Although the City frequently must deal with negative events, the emphasis in the communications program is the Citys understanding of these events and programs to handle them. 3. Two-way vs. One-way Connected with the principle of being proactive is the idea that the communications of the City need to be two-way rather than one-way, so that the City is always listening to its publics and engaging in dialogue to understand their needs and wants and their suggested solutions. 4. Open vs. Closed The intent is to run an open communications system rather than one that is closed. That means information needs to be shared throughout the organization as well as throughout the community. Openness creates a sense of belonging and teamwork, whereas closed systems breed suspicion and paranoia. Open communications is a major ingredient in community problem solving. 5. Decentralized vs. Centralized A decentralized communications system complements an open system and provides a practical means of communication operational information. Within this decentralized system comes the need for training to ensure that City employees are sensitive to the differences between factual information and policy areas. 8. Interactive vs. Top down Interactive communications involves the two-way flow of information, and enhances the principle of community building, calling on the best thoughts and ideas of everyone involved rather than just a few people at the top of the information pyramid. 9. Inclusive vs. Exclusive Similarly, including everyone in the communications process builds teamwork and a feeling of belonging, breaking down feelings of we-they which are common in many City government and in many relationships of City government with its citizens. The goal is to include everyone who cares to participate and to motivate those who are not currently engaged. 10. Strongly themed vs. Scattered messages A communications program built on strong themes is more effective than one with unrelated and scattered messages. The communications program should support, reinforce and reflect the goals of the City government as established by the City Council, thus underscoring the idea of an organization with one common purpose in concert with its citizens, customers and constituents.

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 4

Table of Contents
Overall Plan Mission Statement Target Audiences Goals and Objectives Key Strategies

Action Plan
Process Improvements Specific Publications Community Television Internet/Intranet Personal Contact/Other Strategies Business Related Strategies 6 8 9 11 12 13

Attachments
Communications Planning Calendar Focus Group Participants Specific Communications Action by City Council Theme Area Conclusions Complete Community Television Plan 14 15 17 19

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 5

Mission Statement
The mission of the City of Burnsville's Communications function is to effectively communicate the progress of the city organization in achieving the ENDS and OUTCOMES set by the City Council. It also serves a community building function by informing residents and encouraging their involvement in community life.

Target Audiences
The identification of target publics is a key component of this plan. Primary Target Publics Citizens City Employees News Media Business/Community Contacts Secondary Target Publics Citizens of surrounding communities New or prospective residents

Goals and Objectives

The overall goals of the Communications Program are to: Increase awareness, involvement and participation in City Government initiatives and activities, Make residents fully aware of City Council ENDS and OBJECTIVES and report progress in achieving those goals, Develop better relationships with the news media to enable greater coverage of city government information in the local newspapers, Provide a framework to achieve the strategies recommended in this plan.

Strategies
Employ a multi-media and multi-level communications approach by developing and using a number of communication tools and techniques, Use interactive communications tools and techniques whenever possible to engage target publics in the communications process and build value of services.

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 6

Action Plan
This section describes the specific tactics -- communications tools and techniques -- that will be utilized in the communications program. This is a two-year plan, running from 2001 to 2003.

1. Process Improvements
Communications/Marketing Assistance Coordinating key city department messages is a major ongoing function of the Communications Coordinator. This assistance includes programs such as Project Impact, The Slow Down Speed Reduction Program, Street Improvement Program, and the Neighborhood Block Rate Program. This coordination will be strengthened and focused through this plan. Public Information Work Group A new work group will be formed to facilitate communication internally within the City government by bringing knowledge of department activities, needs and services to the table. It will play a vital role in communicating externally with citizens, the news media and others. It will include representatives of all city departments and a Deputy City Manager. If a department has a Public Information Officer, then that person would be the logical designee to the Group. If not, then the department head would name someone who regularly conducts communication/information activities for that department. The Group will meet at least bi-monthly and focus on the achievement of the communications plan. Strategic Marketing Workgroup A Strategic Marketing Workgroup will be formed to identify and plan for the dissemination of information relating to select projects and issues. Representatives from the Management Team and Communications staff will identify and plan for issues as they arise and allocate communications and media relations resources in the appropriate way. A typical project undertaken under the Issues Management System would include items such as the Deer Management Plan or Burnsville Solid Waste Advisory Committee. A plan to communicate about the issues would include the following items: Identify Media Spokesperson Develop Main Points/Communications Objective Develop Media Materials -- Press Releases, background materials Align with City Communications Plan elements

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 7

Media Release System One of the first items for the Public Information Work Group will be a uniform procedure for city press releases. This will include all elements of releases from graphic style to distribution lists. The current "Decentralized" system should remain in place, however, greater guidelines and assistance from the Communications Department could assist in placing more information about City Government in the local newspapers. Corporate Graphics Standards The City has need of a Corporate Graphics Program for consistent use of the City of Burnsville logo. The Public Information Group will be tapped to provide expertise and oversee production of a Corporate Graphics Manual. Performance Measurement The City will measure the effectiveness of the Communications Program in the following ways: Community Surveys conducted by Decision Resources Analysis provided in the City's Report Card Focus Groups arranged to provide feedback and direction. Constant review by employee groups involved in communications work groups.

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 8

2. Specific Publications
Burnsville Bulletin The Burnsville Bulletin City Newsletter is one of the most effective ways to communicate messages about city services, activities and initiatives to the broader community. The 1999 residential survey indicated the publication reaches 76% of community and that a strong number of readers (88%) said the Bulletin was an effective tool to learn about City services. The practice of producing the newsletter bi-monthly --six times a year-- should be continued. The Annual Report to the Community should also be continued each January and the look and feel of these publications maintained. The Public Information Work Group will play a key role in crafting timely and effective messages to be included in the Bulletin. Recreation Brochures and Fliers The Recreation Department relies on two major publications and timely flyers to communicate information about programs and facilities and promote participation in events and activities. This plan suggests the production and distribution of two separate -- free standing-- Recreation publications. These publications would contain basic park and facility information and important seasonal information. A summer/fall brochure would be produced in April/May with a Winter/Spring brochure being produced in October. In addition, a third publication, focusing on summer activities for youth by the city and community partners will be considered. Burnsville Community Guide and Map The Burnsville Community Guide is an "owners manual" to city government and community information. This highly effective resource was first produced in 1998 and is due to be recreated in 2001. Information from this booklet will form the basis for a section on a revamped internet site. The book will contain advertising revenue to offset costs. In addition, the City Map will be printed and distributed with the booklet, and could be distributed this way for years to come if found successful. Newspaper Advertising According to community surveys, residents rely on the local newspapers as the primary source for city information. Periodic advertisements will be placed in the paper to promote events, Earth Day, Open Houses, Slow Down Speed Reduction, and other initiatives. Topical Publications Adopt-a-Park Brochures, Park Clean-up Brochures, Recycling Information flyers and other materials need to be produced on an as-needed basis. The Public Information Group will be an important resource to identify and coordinate the production of these materials.

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 9

3. Community Television
The City of Burnsville has a television channel that is relied on as an important source of city information. In fact in the 1999 survey a full 12% of residents listed cable television as their primary source of information. Approximately two-thirds of the community has cable television and that 54% watch City Council Meetings. Approximately 16,000 residences are connected to cable in Burnsville. The Council has identified a greater use of cable television to distribute city messages as priority item. Recently, the City of Burnsville received expanded staff resources to produce programming. However, this plan advocates for the development of a separate two-year cable television operations plan to adequately address the full development of city programming. This plan would assure the Council that the resources are aligned to achieve the ENDS and OUTCOMES of the City Council. The City of Burnsville Cable Television Plan would position Channel 16 as the premiere place to receive information about City Government through the following strategies which would be implemented in a tiered approach fully developed in the attached Community Television Plan. 1. City Council Meetings Continue the practice of live and multiple replays of Council Meetings. Pursue Technical improvements in graphics, audio and presentations. Also, pursue promotion of other City initiatives on the City Council cablecasts. 2. Council Action Continue to produce the City Council Meeting recap program as a way for residents to know the results of a long city council meeting in 10 minutes or less. 3. Community Journal Continue production of this monthly magazine style program produced cooperatively with the City of Eagan. 4. Burnsville Police/Fire Focus A bi-weekly program that would provide residents with updates and information regarding services provided by the Burnsville Police Department, Burnsville Fire Department, and Emergency Management division. NEW PROGRAM. 5. City of Burnsville 'Reports" Produced every other month. A program based on the community themes, to report progress on achieving the Council's ENDS and OUTCOMES and provide updated information on City issues, events, activities, etc. NEW PROGRAM

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 10

6. Promotional Spots A series of shorter video productions will be produced to highlight city services and pursue achievement of the Council's ENDS and OUTCOMES. These shorter spots would be place in other programming -- such as City Council Meetings, Council Action and Community Events -- as advertisements. 7. Text Programming High-quality, interesting to read text must return to the channel. The equipment exists to provide the service, however, staff resources have not been aligned to provide these messages. Surveys show that 34% of cable subscribers read these messages to keep in touch with the City. 8. Community Events Coverage Continue coverage of community events, the State of the City Address, Wednesday in the Park, and more. NOTE: The City of Burnsville's Community Television Plan will need the following resources to be achieved. Television Production Staff: The additional new programming proposed in this plan will require increased staff assistance. TV Producer: One Full-time employee should be dedicated to coordinate programming on the City channel and meet the City's programming needs. This employee would be responsible for producing both existing and proposed city programming, promotional spots, and general promotion of the channel. TV Text Assistance: Part-time help from the Community Television staff will be necessary to achieve the placement of text messages on the City Channel. This assistance would take an approximate 4 hours per week.

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 11

4. Internet/Intranet
Access to the internet has reached or exceeded cable television as a preferred way of communicating with the City. Recent surveys show that 59% of Burnsville residents have access to the internet at home. Research conducted by the national technology consulting firm the Gartner Group predicts that 75% of all homes in the nation will have internet access by 2005 and that a majority of these people --62% -- will use this medium to access government services and information. With a strong demand for internet services by residents, the City of Burnsville is producing a guideplan for upgrading internet based services. The Council is scheduled to review this plan as part of the Technology Guide Plan in July 2001. Comments received to date indicate a strong desire for major changes to the site including: Improving Site Navigation; Adding email newsletters/updates; adding more interactive features such as subscription services, and; defining e-government services. Other recommendations include improving site navigation, adding a search engine, and providing email newsletters. NOTE: Additional staffing should be considered as necessary to achieve any increase in effectiveness in Intranet/Intranet utilization. An additional Internet Content Coordinator or "Webmaster" position is included in this communications plan. Intranet Site The icburnsville intranet site is up and running. The site has varying participation amongst departments and has few items of common interest to all employees. The site needs a plan to develop as both a tool to increase staff efficiency and knowledge of city information and initiatives.

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 12

5. Personal Contact
Welcome Packet Program The Burnsville water utility reports that 1400 new homeowners move to Burnsville annually, or about 110 per month. These newcomers are a key sub-group of citizens and the city is interested in making sure they understand the types of services they will receive. In addition, the City will pursue personal delivery of the Welcome Packet by City Staff on a limited basis. This will be done by employees of the City organization and scheduled so it can be evaluated for effectiveness. A special emphasis will be placed on key areas of the city where citizen involvement has traditionally lagged the norm.

Other Strategies
Neighborhood Meetings--The Neighborhood Services Coordinator and city departments coordinate these in an on-going basis. Phone Services The 24-hour City Hall is expanded through the use of recorded information lines and voicemail. These lines are particularly useful for recreation and facilities. They are also used to provide "hot line" type information during city elections, times of water hydrant flushing, and other numerous occasions. The Public Information Group could review this program for effectiveness and provide recommendations for improvement. No additional resources needed. City Employees Communication within the organization is a vital tool to positively impact the services provided to the community. In the past, the Communications Program has not specifically included any strategies to improve employee communication. In fact, the employee newsletter has been long removed from the priority list. The following strategies should be pursued. Employee Recognition Programs The city should continue the practice of quarterly all-employee meetings and the associated awards that are presented at these meetings.

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 13

6. Businesses Related Strategies

Monthly Chamber of Commerce Column The City of Burnsville partners with the Burnsville Chamber of Commerce to provide a monthly column for the Chamber Newsletter. This column has the potential to reach key community and business leaders in a consistent format. In addition, this resource is free of charge and is achieved with minimal staff time. State of the City Address The City of Burnsville partners with the Chamber of Commerce in presenting an annual State of the City Address. A greater emphasis will be placed on coordinating the message of this event with the key messages and achievements of the City organization. The event will be recorded and shown live on the City's Cable Television Channel. Cable Television A "Business Profiles" Television Program will be pursued as a cooperative venture between the Chamber of Commerce and the City of Burnsville. The concept for the show would highlight specific businesses in the community, make residents more aware of recent development activity and proposals, and provide information on upcoming chamber and city events. NEW PROGRAM. Internet Site Along with adding information of interest to the business audience an upgrade to the web site will allow businesses to "subscribe" to certain areas of the city web site for updated information. For example, businesses would be able to subscribe to notifications of City Council and Planning Commission agendas being placed on the site and other important documents. A more in-depth review and recommendations for improvement of the site for business customers will be presented in July as part of the Technology Guide Plan. Personal Contact- Business Visits The City Council and Management Team should continue the highly effective, high touch practice of visiting area businesses. This program has proved to be highly effective in helping staff and council members gain stronger awareness of business issues. Likewise, the business community is better informed about city practices and the people behind them.

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 14

City of Burnsville Communications Planning Calendar 2001-2002

May January February March April June July August January '02 February March April May June July August September October November December September October November December

Publications Burnsville Bulletin Annual Report to the Community Recreation Brochures/Fliers Community Guide & Map Newspaper Ads Cable Television Phase I City Council Mtgs. Council Action Text Programming Events Coverage Community Journal Phase II Police/Fire Focus City of Burnsville "Reports" Promotional Spots Phase III Business Profiles Webcasting Internet Improve navigation, add interactive features/email news Total Site Upgrade Plan Webcasting Phone Services Voicemail/Information Lines Personal Contact Welcome Packet Program

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 15

Focus Group Participants

To formulate ideas and get feedback on past communications practices a series of focus groups discussions were convened. These groups were asked to focus in on the Council's ENDS and OUTCOMES and formulate ideas to effectively communicate progress in achieving them. Tom Hansen, Deputy City Manager and Jim Skelly, Communications Coordinator were present at all meetings along with the following staff and community representatives: Safety Tom Kelley Jim Schwab Jay Senne Rick Larkin Deborah Cavanaugh Bonnie Buck Marcia Honold Bill Perron Youth Jake Sedlacek Julie Dorshak Garrett Beck JJ Ryan Marcia Honold Eric Billiet Dave Marshall Comments from Youth Group Neighborhoods Marcia Honold Jeff Bergom Randy Oppelt Jeannine Briol Sgt. Bob Hawkins Gary Harker Steve O'Malley Teresa Gomez

Police Captain Fire Captain/Fire Marshal Police Officer Emergency Preparedness Director Fire Department Speed Reduction Coordinator Neighborhood Services Coordinator Resident

Weed and Seed Coordinator Recreation Supervisor Recreation Supervisor Recreation Programmer Neighborhood Services Coordinator Youth Recreation Coordinator Minnesota Valley YMCA THE GARAGE Focus Group

Neighborhood Services Coordinator Resident, North River Hills Co-Op VP Director of Parks and Public Works Engineering Project Manager Burnsville Police Director of Recreation and Facilities Deputy City Manager Community Action Council

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 16

Development/Redevelopment Craig Ebeling Judy Tschumper Jerry Rasmussen, Jim Marchassault Skip Neinhaus Bill Von Bank Environment Terry Schultz Dave Grommesch Paul Oehme Marcia Honold Sue Bast Sara Seubert Leslie Yetka Paula O'Keefe Daniel Hoff

Director of Community Development Director of Development/Heart of the City Building Official Business Card Services Resident Burnsville Convention and Visitor's Bureau

Director of Natural Resources City Forester Assistant City Engineer Neighborhood Services Coordinator Recycling Coordinator Recycling Assistant Water Resources Specialist Resident Dakota County Environmental Education Program

Transportation Craig Ebeling Randy Oppelt Cleve Crowninshield Bonnie Buck Dave Edmunds Robin Selvig City Services Steve Olstad Deb Cavanaugh Jill Hansen Renita McBride Tom Venables Mary Jo McBride

Director of Community Development Director of Parks and Public Works Engineering Department Engineering Department Edward Kraemer and Sons Minnesota Valley Transit Authority

Business Services Manager Fire Department Human Resources Manager Assistant to the City Manager Information Technology Manager Resident

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 17

Specific Communications Actions by City Council Theme Area

SAFETY: People find Burnsville a safe community, and are willing to prevent fire and crime. Promote Retail Crime Prevention Program. Publicize Shoplifting Program coordinated by Retail Crime Prevention Program Promote Park Service Officer Program in City communications vehicles Place signs in city park kiosks about Park Service Officer/Safety Issues. Create segments on Cable TV programs about when to reporting suspicious/unusual activity Continue with the SLOW DOWN Speed Reduction Program Public Information Plan YOUTH: Youth find Burnsville a nurturing and supportive community. Include excerpts from meeting, interviews, and footage of meetings with youth in Cable Television programming Promote Youth on Commissions in Burnsville Bulletin -- Reach out to Lakeville and ISD 196 school areas Expand Internet resources by offering a "youth oriented" section on the web site Allow greater access to "THE GARAGE" web site. Produce cable television announcement spots regarding youth information sources. Produce videotape for cable television and other sources Develop Multi-media Burnsville oriented youth tobacco reduction plan in cooperation with the Mayor's Task force on Curing Youth Tobacco Use NEIGHBORHOOD: Residents and businesses feel connected to their neighborhoods. Promote Neighborhood Garden and Landscape Contests and Winter Lighting Contests Support National Night Out activities Create PR Plan for North River Hills noise issue to include: Informational Packet/Brochure mailed to Neighborhood, Phone hotline, Internet Information posting, neighborhood meetings, etc Publicize loan programs through CDA, Fix-up Fund, etc.. Publicize Habitat for Humanity efforts Promote Dakota County CDA first time homeowner program Produce cable television programming concerning new residents, consider such items as cultural dance, music, food preparation, other Publicize "cultural" partnerships through City Newsletter Approach local newspapers to write story on improvements at Chancellor Manor

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 18

DEVELOPMENT/REDEVELOPMENT: People find Burnsville a balanced city of residential and business development enhanced by redevelopment. Cover topics on "Business Profiles" Cable Television Show. Create communication plan/web site for Heart of the City Project Contribute information to Chamber Newsletter and Just the Fax Regular information in Burnsville Bulletin ENVIRONMENT: People find Burnsville is an environmentally sensitive community ensuring preservation and enhancement of its natural resources. Cover topics on "Business Profiles" Cable Television Show. Publicize process and promote citizen involvement in the creation of a deer management program. Publish a Lakes Report Card in the Burnsville Bulletin and on the web site Publish annual consumer confidence report for water in Burnsville Bulletin. Provide information about the Burnsville Water System in the Bulletin and on cable programming TRANSPORTATION: People find Burnsville a community with an effective, multi-modal transportation system connecting people and goods with destination points. Cover topics on "Business Profiles" Cable Television Show. Provide promotional opportunities for MVTA information in city communications vehicles. Meet with MVTA staff to align messages with the proper medium. Provide information about trailways in Burnsville Bulletin, and on the City Map. Provide Communications assistance to neighborhood street improvement projects. CITY SERVICES: People find the City of Burnsville delivers quality essential services in a cost effective, timely manner. Provide expanded financial information about the City in the Annual Report to the Community Regularly place updates regarding achievements by city departments in communications vehicles Provide monthly chamber of commerce newsletter update Provide interactive subscription services features on the citys web site. Showcase customer service oriented employees in cable television programs Continue to place phone numbers and email addresses for employees in communications vehicles. Create promotional plan for web site Information regarding Burnsvilles unique employee training programs placed in communications vehicles. Encourage email interactive communications via the web site

City of Burnsville Communications Plan

City of Burnsville Communications Plan Page 19

Conclusions The Communications Plan should achieve the following: Improve the process of communication internally to improve communication with key audiences. Provide staffing to properly achieve stated objectives Provide structure to communicate about strategic communications issues Better coordinate media relations function Create a graphics standard for the use of the City's Logo More effectively measure the communications function Continue with publication of the Burnsville Bulletin and Annual Report to the Community Expand Recreation Marketing materials Update and create the Community Guide "Owners Manual" and include a City Map Align and improve use of Community Television for City Communications efforts Expand options, navigation, and utilization of the city's web site. Institute high-touch Welcome Packet approach for new residents Continue communications practices to Business audiences

City of Burnsville Communications Plan