Morgan Hill Comms. Assessment-v3

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bloggers or the City’s own platforms. The possible channels of communication have only
increased, so delivering messages to residents requires the dissemination of information
across all available platforms to reach the widest possible audience.
Morgan Hill By the Numbers
The City utilizes multiple means and methods for communicating with its residents, and each
channel allows for an opportunity to reach residents in a slightly different way. An effective
Communications effort focuses on using platforms that its residents are most comfortable
with, and may include: websites, street banners, social media, printed collateral and television
spots.
Understanding the audience size and characteristics of the audience is important in setting
goals and defining engagement success. The table and line graph below illustrate various
market metrics to evaluate the total existing and total potential audience for communications
via assets/channels the City manages. Non-census counts are from November 2016, unless
otherwise noted. All figures have been rounded to the nearest five, for clarity.
ASSET COUNT NOTES
City Population (per 2010 Census) 37,880 Per the 2010 U.S. Census Bureau, Morgan
Hill had a population of 37,882 and the
projected 2015 population was 42,948.
The current population is approximately
44,000.
Residents on Facebook 24,000
(est.)
Determined by "Potential Reach" of
Facebook Ad targeting just People 18+
who identify as living in Morgan Hill.
Registered Voters 20,870 As of September 2016, per City Clerk’s
Office.
Number of Households (per 2010 Census) 12,900 Owner-occupied housing unit rate from
2010-2014 within the City was 71.4%. On
average, there are approx. 3.06 persons
per household.
Constant Contact Subscribers 13,800 Individual people subscribed.
Nextdoor.comMembers 5,600 4,170 of 15,224 (27%) households
claimed
Nixle Subscribers 1,060 901 mobile (text/SMS) subscriptions, 527
email subscriptions.
RecPro: Total Members 15,830 As of July 1, 2016.
Water Bill Accounts 13,535 2,873 accounts opt for online bill pay.
City’s Twitter Followers 360 643 Tweets
City’s Instagram Followers 260
City’s Facebook Page Like/Fans 2,650 1,379 are Residents (52%)
Police Facebook Page Likes/Fans 8,715 3,771 are Residents (43.3%)
Police Twitter Followers 4,790 1,438 Tweets
Police Instagram Followers 1,025 61 Posts
9Defined as: at least 1 member of the household is a Nextdoor.commember. For example, if both a husband and wife are on
that would count as 2 members, but 1 household.