OEMC 2012 - Communications

Presented By:

Shannon Hunter, AMCT, Dipl.M.M, CAO

Township of North Kawartha

P.O. Box 550

280 Burleigh Street

Apsley, ON K0L 1A0

705-656-4445 Ext.236

www.northkawartha.on.ca

Like Us on Facebook -

www.facebook.com/NorthKawartha

Follow Us on Twitter -

twitter.com/NorthKawartha

Follow Us on Pinterest -

pinterest.com/northkawartha

Location

North Kawartha is a four season destination

that is located within the north eastern

quadrant of Peterborough County and

easily accessible by Highway 28. There are

approximately 765 square kilometres of

area comprised mainly of forest, lakes,

creeks and rivers which provide for an

abundance of wildlife, scenic views and

recreational activities for all age groups.

Demographics

Permanent Population – 2342

Households – 3,433

Seasonal Population Approx – 8582 (based on average household with 2.5 persons)

Population Density per Square Kilometre – 3.1

Between the Ages of 0 – 49 = 1115

Between the Ages of 50 – 85+ = 1225

Strategic Directions Provide for Effective Township/Resident

Communications

- Investigate opportunities to improve

Township customer services

- Continue to use a variety of direct

communication methods to inform our residents

- Use technology to improve public

communications by updating, expanding and

creating a more “user-friendly” website.

- Continue to provide a variety of options for our

ratepayers to provide feedback.

Standard Communication Methods

Email

Phone

Front Counter

Radio

Posters/Bulletin Boards

Electronic Sign

Local Publications

Newsletters

Website

New Communication

Methods Due to the fact that a majority of residents

are seasonal, a financially sustainable, alternative means needed to be implemented in order to effectively communicate and reach our target audience

Statistics Canada show that 81% of Ontarians are using the internet from any location

Enhanced communications through electronic newsletters/emails, social media (facebook, twitter & pinterest) and website

Steps Taken to Improve

Communication

Had a clear objective

Provided a Risk Analysis

Implemented an Action Plan

Implemented a social media policy and

reviewed/updated current policies

involving communications, employment

and technology

Monitored Return on Investment

Objective

To positively improve communication with a

majority of residents (permanent and

seasonal) while maintaining a professional

image.

Risk Analysis Two surveys were conducted and responses received

by various levels of staff from13 municipalities, 2 cities, 1

county, 2 ministries and ratepayers.

The two most common risks identified by staff in regards

to implementing social media were lack of

professionalism and strain on staffing resources.

Although the number of responses received was very

poor from the ratepayer survey in regards to moving

from a traditional newsletter to a variety of low cost

communication methods, the most common risk

identified was the loss of the traditional newsletter and

lack of computer/internet(affordability & availability).

o Lack of Professionalism

- continued with professional communication

methods already in place

- continued training on enhanced customer

service and understanding tools available for

dealing with difficult individuals

- updated policies that included acceptable

forms of communication

- provided staff with clear understanding on

acceptable formats when communicating

with the public (short forms to be avoided)

Risk Mitigation

Strain on Staffing Resources

- Implemented changes in small steps so that

we could monitor time commitments

- implemented policies and procedures so

that workload was shared amongst

management

- clearly communicated with staff the

expectations

- provided expectations to Council

- measured and monitored

Loss of traditional newsletter & lack of

computer/internet (affordability & availability)

- providing a “Welcome Package” with detailed

information about Township services to new

residents

- providing bi-annual updates on current information

by utilizing various methods including direct mailing

upon individual request

- providing ratepayers with continued

information on free computer/internet

services at libraries

- supporting broadband initiatives through the

County

Action Plan Created and updated current policies

(i.e. social media, conflict of interest,

employment policies, code of

technology)

Implemented Township of North Kawartha

branding

- utilized the same logo and name for all

media platforms to provide a visual

identification

Received Council’s Endorsement

Started small and did things well

Action Plan

Promoted through various channels such

as Social Media, Associations, Current

Email Contacts, Ratepayer Groups, Radio

Emphasized accuracy

- in order to build an audience the source

of the information needs to be

trustworthy

Emphasized importance of current

information

Action Plan Emphasized customer service

- Wanted everyone to have a positive

experience and to come back

- Determined that business was not to be

conducted on social media platforms however

people could be directed to the appropriate

individual or place to assist

Utilized the Township of North Kawartha Website

as the main communication platform

Provided Training

- Ensured staff understood what was being

implemented and the importance

Encouraged two way communication

Social Media Policy

Identify responsibilities

Identify objective

Provide detailed guidelines

- who can post, what can be posted,

format, identification, privacy and

confidentiality, factual, accurate, respect,

honesty, use of short forms, ethical

standards and copyrights

Social Media Policy

Personal utilization of social media

- discourage reference to the Corporation

while using social media in a personal

capacity

Branding

Controversial Issues

Enforcement

Return on Investment

Tools have been implemented to not only

monitor what has been put in place but

also to provide us with information on

what the publics interests are and what

they are looking for.

o Google Analytics

o Facebook Insights

o Number of Users

o Comments Received

o Increased Involvement

Return on Investment

Prior to going social, it was determined that

our main platform of communication

would be our website, which was revised

in March, 2009.

The Township of North Kawartha started

actively promoting various methods of

communication in February, 2012.

Return on Investment

Website Statistics

- February – August

20,267 Visits

47.10% New Visits - 9,546

9,950 Visits – Google

5,272 Visits – Direct

1,038 Visits – Bing

782 Visits – Facebook

471 Visits – Twitter

Return on Investment

Facebook

- 82 Likes

16, 922 Friends of Fans

Twitter

- 162 Followers

Lessons Learned Preparation very important

Understand objectives

After initial setup, not time consuming

Do not conduct business on social media

platforms or provide responses to inquiries

after hours

Internal identification important in order to

track source of information

Negative comments have not been an

issue, people are just looking for

information

Lessons Learned

Ratepayers are viewing social media

platforms however concerned with joining

in case the Township is viewing their

personal information

Value the importance of all

communication methods and listen to

what people want

One size does not fit all

Have key staff in place to overview

Lessons Learned

Make sure information is accurate to

promote trust

Ensure staff are fully trained on all policies,

procedures and expectations.

Reply in a timely manner.

Be open to change!

Thank You!

Shannon Hunter, AMCT, Dipl.M.M, CAO

Township of North Kawartha

P.O. Box 550

280 Burleigh Street

Apsley, ON K0L 1A0

705-656-4445 Ext.236

www.northkawartha.on.ca

Like Us on Facebook -

www.facebook.com/NorthKawartha

Follow Us on Twitter -

twitter.com/NorthKawartha

Follow Us on Pinterest -

pinterest.com/northkawartha