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HomeMy WebLinkAbout13B Budget Workshop TO: Honorable Mayor and City Council FROM: Jennifer Levitt, City Administrator DATE: July 14, 2023 RE: Communications Division Reorganization Background Recent changes in the Communication Division have afforded us the opportunity to review our current organizational structure. Everything in the way we communicate with each other, and our stakeholders is changing faster than many of us can keep up with. However, our communications division cannot afford to be behind the curve, especially in an era of misinformation and disinformation, including the opportunities and potential challenges with the use of AI. We will need visionary leaders and staff with the skill sets, expertise, insights, and strengths to meet our communication challenges now and those yet to come. Proposed Communications Division Reorganization Attached you will find a report from the Interim Communications Director which provides an overview of a proposed reorganization of the division. The proposed changes include adding the leadership and supervisory role of the communications manager duties to her current role. The recommendations also include hiring a communications, marketing, and branding specialist and a communications and digital/social media specialist to assist with the day-to-day operations of the communications, economic development, and convention and visitor’s bureau divisions. As may recall, Director Larson has extensive experience in governmental operations including work as a City Secretary and as a Director of Communications and Marketing in her private consulting role to special purpose districts in Houston, Texas. Ms. Larson is a skilled, experienced, and capable leader who prides herself on her ability to lead and mentor others. I am confident that this change will enhance our communication efforts and increase our engagement with the community. An added benefit is that the reorganization as proposed reduces overall budgetary costs and allows us some additional flexibility for future changes as may be needed within the division. The reorganization also allows us to look at our communications efforts with fresh eyes and utilize the expertise that we are fortunate to have within the current administration team. In addition, this structure allows for growth of our team within the organization as we continue to mentor, train, and create opportunities for them to increase their skills. Additionally, we will continue to review and monitor our programs, projects, plans, and the support we provide to the departments, to ensure that we maintain and enhance our communications outreach to our stakeholders. Sufficient funds are available within the current budget to support this reorganization. Recommendation Approve the reorganization of the Communications Division as presented in the attached proposal from the Interim Communications Manager. TO: Jennifer Levitt, City Administrator FROM: Gretchen Larson, Interim Communications Manager DATE: July 12, 2023 RE: Proposed Communications Division Reorganization Background Recent changes in the Communication Division have allowed the opportunity to review the current organizational structure. This initial analysis includes a review of the day-to- day activities of team members including strength and abilities in supporting the division’s work. The analysis also looked at what initial changes, if any, needed to be made to ensure that current programs and projects stayed on track. Together the team divided up the current tasks such that workload is balanced, and the team is able to meet the basic communications needs of the city during this interim period. However, to enhance our communications and increase our engagement with the community, there is a need to fill the two openings in the division. It is recommended that the division hires a communication, marketing and branding specialist and a communication and digital/social media specialist. In addition, the leadership responsibilities of the Communications Manager position would remain under the Economic Development Director. These changes will be beneficial to the division as it allows the City the opportunity to hire two new team members that have strong technical skills in marketing and branding, graphic design, social media, and photography. In addition, this reorganization doesn’t change the current Non-Represented Pay Plan and leaves the Economic Development Director and Communications Manager positions in their respective places should future changes dictate that they be uncoupled. It also includes keeping the .05 FTE position and the assistance that is provided by the Administrative Specialist, Taylor Bengtson. As we know firsthand, the hiring process is always a challenging proposition in the best of conditions. However, that is especially true now, as competition for workers is fierce, putting immense pressure on salary and benefits. These conditions also challenge the City to think even more critically about the positions to be filled and the job descriptions used to attract and retain the best talent. The job descriptions must also convey more than just the minimum requirements; it must ensure that whoever is selected will have a clear understanding of their roles and responsibilities within the division. The interview questions will also be critically important, as will input from the department heads to ensure that we provide the support that each department needs. It is also recommended that the job descriptions for both positions be updated to reflect that an Associate’s Degree, with three or more years of related work experience is required rather than a four-year degree in communications or a related field being mandatory. This change reflects hiring trends which indicate that many people with significant work and life experiences, that are capable of doing a particular job, are being excluded from applying for positions because of the 4-year degree or higher, educational requirement. Changing the requirements will also help build a more diverse pool of applicants. Attached you will find the proposed job descriptions for the two new positions and a summary of the duties for the Communications Manager position that would now fall under the Economic Development Director. There are sufficient funds available within the current budget to support this proposed reorganization. Attachments DRAFT Communications Division Job Descriptions Communications Manager Duties and Responsibilities Provide leadership in maintenance and implementation of strategic communications plans, including development of a crisis communication plan and marketing plans with staff input, to further the City of Cottage Grove’s strategic goals and sustain the City’s reputation and brand. Work collaboratively with staff at all levels to develop and implement communications and marketing strategies, identifying goals, audiences, and appropriate communication tools that are aligned with the strategic direction provided by City Council. Ensure high quality and timely distribution of accurate and relevant information to City stakeholders, including creation of the City’s monthly residential newsletter. Provide leadership in management of the City’s social media accounts. Develop and maintain a strong working relationship with the media and serve as media spokesperson as needed. Collaborate with Public Safety Department’s Public Information Officer and Community Engagement Officer in communicating with the public, media, and/or coordinating with other agencies as necessary. Includes hosting press conferences and preparing media releases, articles, social media posts and other materials for public consumption. Recommend and implement changes to enhance effectiveness of communications. Work with state and national level elected officials to secure funding by producing letters and grant application materials to help the City successfully obtain funding for initiatives and infrastructure projects. Supervise the Communications Marketing and Branding Specialist, Communications Marketing and Social Media Specialist, and the Administrative Specialist. Perform all other necessary duties as apparent or assigned. Communications, Marketing, and Branding Specialist Job Summary Under the direction of the Communications Manager the Communications, Marketing and Branding Specialist is responsible for promoting the city’s projects, programs, events, and initiatives using a variety of digital and online tools. This includes content creation, website updates, graphic design, social media campaigns, website design, email marketing, social media and website analytics, and internal graphics and web support. Work involves creating content for communicating complex technical concepts, creating content and awareness across digital media according to brand guidelines, supporting relevant functions for city council and city commissions, and preparing materials for print. The Communications, Marketing and Branding Specialist is responsible for assisting with the communications, marketing, and branding in the promotion and enhancement of the image, goals, and vision of the City of Cottage Grove and the Convention and Visitor’s Bureau (CVB). Duties and Responsibilities Serves as a liaison to the Cottage Grove Convention and Visitor Bureau conducting market research, developing marketing plans, and executing marketing elements to position Cottage Grove as an attractive community to visit, stay, and do business. Measure effectiveness and Return on Investment (ROI) through various marketing metrics. In charge of Cottage Grove Convention and Visitor Bureau social media pages and postings on a weekly basis. Works to increase visibility, engagement, and traffic across the Visitor Bureau’s social media platforms. Preparing for and providing communications assistance and response in the event of an emergency, disaster or pandemic as directed by and in support of the Communications Manager. Coordinating or assisting with special events as needed, including City-wide Special Events, Grand Openings, and Employee Appreciation Events. Draft, edit, research, proofread and create internal and external communication pieces, including news releases, speeches, articles, presentations, reports, and annual State of the City address. Coordinate public access government channel content with the South Washington County Telecommunications Commission staff, including production of the City’s annual report. Oversee content management of the City’s website. Researches, develops, implements, and provides support for a marketing and branding program for the City. Creates marketing materials in various formats. Take photographs and maintain a file of photographs and slides which help chronicle municipal events, activities, programs, and services. Perform special projects and research as assigned. Respond to surveys and requests for information. Conduct surveys and prepare reports as needed. Providing in-house design support and expertise as needed for presentations, brochures, invitations, correspondence, signage, and flyers. Provides media/public relations support and guidance to staff members, City Administrator, Mayor, and City Councilmembers, as requested by Communications Manager or in the Manager's absence. Promptly and courteously answer questions received from the public and staff and/or refer them to appropriate personnel for assistance. Advances technical knowledge by pursuing professional development opportunities such as conferences, workshops, seminars, reviewing professional publications and participating in professional societies. Sustain a working to expert level knowledge in a variety of software that includes: Word, Outlook, InDesign, Photoshop, Adobe PDF/Standard, and others. Other duties as assigned. KNOWLEDGE, SKILLS, AND ABILITIES: Knowledge  Knowledge of computers including ability to work with Adobe Creative Suites, Microsoft Office applications, website development and social media.  Knowledge of communication and marketing principles and practices, including effective utilization of websites and social media tools.  Knowledge of the organization and functions of City Departments. Skills  Writing, editing, and designing a newsletter. Marketing or public/media relations.  Use of, and proficiency in, desktop and web publishing software. Use of, and proficiency in, Adobe Acrobat and Adobe InDesign.  Use of, and proficiency in, photo-editing software such as Adobe Photoshop. Managing social media for an organization including Facebook and Twitter. Website development. Abilities  Ability to analyze appropriateness of communication pieces and social media responses and tailor responses to create and maintain a positive image of the City.  Ability to create visual displays utilizing software including presentations, flyers, posters, brochures, and other graphic displays.  Ability to use computers and software for word processing, spreadsheets, presentation software, design and graphics, analytics, and web design.  Ability to use good judgment, assess problems and situations, anticipate needs, and evaluate alternatives.  Ability to actively listen to others for understanding of their needs and situations; ability to speak, read, and write English clearly. MINIMUM REQUIREMENTS: Associate degree and completion of two (2) years of vocational/technical coursework or certifications with training emphasis in digital media, integrated marketing or a related field supplemented by 5-7 years of experience in digital media, marketing, and social media. An equivalent combination of education, training and experience that provides the required knowledge, skills, and abilities. Communications and Social Media Specialist Job Summary Under the direction of the Communications Manager, the Communications and Social Media Specialist is responsible for promoting the city’s projects, programs, events, and initiatives using a variety of digital and online tools. This includes content creation, website updates, graphic design, social media campaigns, website design, email marketing, social media and website analytics, and internal graphics and web support. Work involves creating content for communicating complex technical concepts, creating content and awareness across digital media according to brand guidelines, supporting relevant functions for city council and city commissions, and preparing materials for print. The Communications and Social Media Specialist stays up to date with the latest digital communication software and trends, ensures the city is visually portrayed to a high standard on all media platforms, and is creative and able to analyze the impact of campaigns on the city’s communications objectives. Duties and Responsibilities Develops integrated media campaigns aligned with the city’s strategic communications objectives. Promotes the city’s public relations, information, outreach, and education efforts across digital media. Strategically manages the city’s social media presence by conceptualizing, writing, designing, publishing, monitoring, and reporting for various platforms. Provides advanced content planning, creation, scheduling, curation and placement for websites and social media. Implements fundamental search engine optimization practices. Creates and executes email marketing campaigns and digital advertising campaigns. Keeps websites up to date through oversight of graphics, photographs, content, etc. Develops, tracks and reports on key performance indicators for websites and digital media. Designs illustrations and graphics to support the city’s public relations, information, outreach, and education materials through use of desktop publishing software applications. Prepares print layouts using design templates for brochures, fact sheets, reports, and meeting presentation boards. Advances technical knowledge by pursuing professional development opportunities such as conferences, workshops, seminars, reviewing professional publications and participating in professional societies. Completes projects by coordinating with other departments, consultants, vendors, etc. Assist with planning and promoting internal and external events, such as ground breakings and employee appreciation events. Attend community events, such as ribbon cuttings and community festivals. Other duties as assigned. KNOWLEDGE, SKILLS, AND ABILITIES: Knowledge  Knowledge of computers including ability to work with Adobe Creative Suites, Microsoft Office applications, website development and social media.  Knowledge of communication and marketing principles and practices, including effective utilization of websites and social media tools. Skills  Familiarity with SEO / Google Analytics / SEM / Google Display Ads / Social media advertising.  Familiarity with marketing platforms.  Experience managing marketing campaigns.  Strong analytical skills and data-driven thinking.  Ability to work independently and part of a team.  Ability to simultaneously manage multiple projects from start to finish.  Excellent writing and editing skills.  Creative and energetic. Abilities  Ability to analyze appropriateness of communication pieces and social media responses and tailor responses to create and maintain a positive image of the City.  Ability to create visual displays utilizing software including presentations, flyers, posters, brochures, and other graphic displays.  Ability to use computers and software for word processing, spreadsheets, presentation software, design and graphics, analytics, and web design.  Ability to use good judgment, assess problems and situations, anticipate needs, and evaluate alternatives.  Ability to actively listen to others for understanding of their needs and situations; ability to speak, read, and write English clearly. MINIMUM REQUIREMENTS: Associate degree and completion of two (2) years of vocational/technical coursework or certifications with training emphasis in digital media, integrated marketing or a related field supplemented by 5-7 years of experience in digital media, marketing, and social media. An equivalent combination of education, training and experience that provides the required knowledge, skills, and abilities.