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REPORT ON THE CITY OF CHULA VISTA MARKETING AND COMMUNICATIONS PROGRAM AND PRESENTATION ON THREE-YEAR MARKETING AND COMMUNICATIONS PLAN
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RECOMMENDED ACTION
Recommended Action
Council approve the plan.
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SUMMARY
Staff will update Council on marketing and communications activities implemented and planned for FY 2016. Staff also will present the three-year Marketing and Communications Plan (2016 - 2019).
ENVIRONMENTAL REVIEW
Environmental Notice
Environmental Notice
The activity is not a “Project” as defined under Section 15378 of the California Environmental Quality Act State Guidelines; therefore, pursuant to State Guidelines Section 15060(c)(3) no environmental review is required.
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Environmental Determination
The proposed activity has been reviewed for compliance with the California Environmental Quality Act (CEQA) and it has been determined that the activity is not a “Project” as defined under Section 15378 of the State CEQA Guidelines because it will not result in a physical change in the environment; therefore, pursuant to Section 15060(c)(3) of the State CEQA Guidelines, the activity is not subject to CEQA. Thus, no environmental review is required.
BOARD/COMMISSION RECOMMENDATION
Not Applicable.
DISCUSSION
The City of Chula Vista implements a creative and innovative marketing and communications program. The Office of Communications coordinates this program which supports wide-ranging initiatives and activities for the City of Chula Vista. A Marketing and Communications Plan guides these efforts, and elements of the plan also are included and tracked as part of the City’s Strategic Plan.
Key activities underway and ongoing include:
• Coordinating and attracting special events
• Maintaining and updating City website
• Developing and implementing advertising and promotion activities
• Coordinating media relations
• Providing graphic design services
• Enhancing community outreach and civic engagement efforts
• Advancing strategic alliances with local and regional agencies and organizations
The goals of the Marketing and Communications Plan are to
1) Increase local, regional and national awareness of the benefits of living, working, investing and visiting Chula Vista
2) Enhance communications with Chula Vista residents about City issues, projects and services.
Three strategic priorities describe how the goals will be accomplished. For each strategic priority, a set of actions is outlined to be implemented to help meet the goals of the Plan.
1) Enhance City of Chula Vista’s image and brand
2) Promote and market Chula Vista’s assets, signature projects, programs and services
3) Expand community engagement and partnerships
The Plan is updated every three years to keep activities current, respond to new initiatives and reflect changing priorities.
Staff will review marketing, advertising and communications activities as well as provide an overview of the three year Marketing and Communications Plan.
DECISION-MAKER CONFLICT
Staff has reviewed the decision contemplated by this action and has determined that it is not site-specific and consequently, the 500-foot rule found in California Code of Regulations Title 2, section 18702.2(a)(11), is not applicable to this decision for purposes of determining a disqualifying real property-related financial conflict of interest under the Political Reform Act (Cal. Gov't Code § 87100, et seq.).
Staff is not independently aware, and has not been informed by any councilmember, of any other fact that may constitute a basis for a decision maker conflict of interest in this matter.
LINK TO STRATEGIC GOALS
The City’s Strategic Plan has five major goals: Operational Excellence, Economic Vitality, Healthy Community, Strong and Secure Neighborhoods and a Connected Community. Initiatives from the Marketing and Communications Program are included in the Connected Community and Economic Vitality goals.
CURRENT YEAR FISCAL IMPACT
The Marketing and Communications budget includes approximately $110,000 for marketing, advertising, promotion and special event activities. There is no additional fiscal impact as a result of this action.
ONGOING FISCAL IMPACT
There is no fiscal impact as a result of approving the Marketing and Communications Plan. Staff will submit the marketing and communications budget, which will include additional funding request for a marketing consultant to develop an advertising campaign, as part of the FY 2017 budget process.
ATTACHMENTS
Marketing and Communications Plan
Staff Contact: Anne Steinberger