TO: Mayor and Members of City Council
THRU: Adam Lindsay, Assistant City Manager
FROM: Jodi W. Phelps, Director, Marketing & Communications Department
DATE: May 31, 2022
RE:
Title
Strategic Communications Plan
end
COUNCIL DISTRICT(S):
Council District(s)
All
b
Relationship To Strategic Plan:
Goal #6: Collaborative Citizen & Business Engagement
Executive Summary:
The Strategic Communications Plan provides a roadmap for centering the work of the Marketing & Communications Department in the coming years to more effectively tell the City of Fayetteville story. The plan lays out three communication priorities for the City, the associated strategies and tactics for each, and a phased implementation plan to ensure progress and success. The plan also defines the success metrics, policies, processes and procedures. By promoting a proactive posture, this plan fully realizes the potential and promise of Fayetteville by leaning in to communication strategies that engage residents, encourage dialogue and fosters a sense of belonging.
Background:
In 2020, the City of Fayetteville engaged the public relations firm, Eckel & Vaughn to initiate the process for developing a City-wide communications plan. That process included conversations and interviews with City leaders and residents to perform audience analysis and better understand the best strategies to align work of the team with the needs of the City and the expectations of the audience.
In 2021, Eckel & Vaughn delivered their analysis which supported the full development of the attached plan. From their research and analysis and a needs identification process, the Marketing and Communications team engaged in a process to identify the communication goals and priorities and how tactically to achieve those objectives aligned with the City’s strategic plan. This work resulted in the formulation of the City of Fayetteville Strategic Communications Plan.
Also in 2020, the City unveiled and began the rollout of the new brand, new logo and new Can Do Carolina identity. This work, which recently culminated in the adoption of the City Flag and Seal by the Council, serves as a catalyst for reframing the work of the City’s communications professionals giving a renewed drive and purpose to shape the narrative defining our voice and presence in a powerful way.
Issues/Analysis:
The City of Fayetteville has not updated its formal communications plan since 2017, which outlines goals, objectives and priorities. This leaves the team with a largely reactive posture in their work and without a context or framework to operate in. A clear plan with action items aligned to priorities all supporting the City’s strategic plan will synergize work, create efficiencies and build a content machine that effectively communicates the important work of City services and operations.
This plan sets a framework to continue building capacity and leverage assets across the City to consistently identify opportunities, communicate those across departmental lines and enables the professional communications staff to tell the story of success and progress in Fayetteville.
Budget Impact:
No budget impact is requested beyond the existing allocation at this time. Various initiatives and activities may require capital or operating funding as identified during implementation.
Options:
1. Accept the Administrative Report.
2. Request additional information from staff.
Recommended Action:
Accept the Administrative Report.
Attachments:
City of Fayetteville Strategic Communications Plan-June 2022