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Morgan Hill Comms. Assessment-v3 Next Page
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Executive Summary 		2
Summarized Observations 		4
Summarized Recommendations 		7
1. Continue to Optimize Website and Define Governance 		7
2. Develop a Social Media Strategy & Policy 		7
3. Optimize Social Media Sites 		7
4. Drive Social Media Audience Growth 		7
5. Integrate Cohesive Communications Strategy Throughout Departments 		7
6. Develop Media Engagement Strategy, Policies and Procedures 		8
7. Deepen Direct Electronic Communications with Residents 		8
8. Communications Metrics: Measure What Matters 		8
9. Empower Staff and Council as Information Ambassadors 		8
10. Continue to Grow & Celebrate Transparency Efforts 		8
11. Evaluate a Changed Model for Staff Support of City Communications 		9
About Morgan Hill 		9
The Importance of Communications 		10
Engagement Approach Summary 		11
A Changing Communications Landscape 		11
Morgan Hill By the Numbers 		12
Current Communication Methods 		15
Website 		15
General Traffic to the Website 		16
Top Ten Most-Visited Webpages 		16
Website Traffic by Device 		17
Website Traffic by Geographic Origin 		18
Referrals and Site Search 		18
Observations 		19
Email (Constant Contact) 		20
/ 		21
Social Media 		21
Facebook 		22
Nextdoor.com 		24
Twitter 		25
YouTube 		26
Instagram 		27
Influential Community Facebook Pages and Groups 		27
Video/Photo 		28
Print & Digital Publications 		28
Parks & Rec brochure 		29
Economic Development Collateral 		29
Local TV/Media/Newspapers 		29
Morgan Hill Life 		29
Morgan Hill Times 		29
Public Access Channel 		30
Department Communication Activities 		30
City Manager’s Office 		30
Administrative Services 		31
Finance/Budget 		31
Utility Billing 		32
Human Resources 		33
Information Services (IS) 		33
Council Services/Records Management 		34
Community Development and Housing 		34
Housing 		35
Community Services Department 		35
Recreation Services 		37
Senior Support Services (50+ Adults) 		38
Environmental Services 		38
Other Communications Tools 		39
Economic Development 		39
Fire Department 		40
Police Department 		41
Public Works, Utilities 		43
Operations/Utilities 		43
Partner Agencies and Outside Perspectives 		44
Chamber of Commerce 		44
Morgan Hill Downtown Association 		44
Morgan Hill Unified School District 		45
Communications Observations 		46
Recommendations 		48
1. Continue to Optimize Website and Define Governance 		48
Action Steps 		48
2. Develop a Social Media Strategy & Policy 		49
Action Steps 		49
3. Optimize Social Media Sites 		50
Action Steps 		50
4. Drive Social Media Audience Growth 		51
Action Steps 		51
5. Integrate Cohesive Communications Strategy Throughout Departments 		52
Action Steps 		52
6. Develop Media Engagement Strategy, Policies and Procedures 		53
Action Steps 		53
7. Deepen Direct Electronic Communications with Residents 		53
Action Steps 		54
8. Communications Metrics: Measure What Matters 		54
Action Steps 		54
9. Empower Staff and Council as Information Ambassadors 		55
Action Steps 		55
10. Continue to Grow & Celebrate Transparency Efforts 		55
Action Steps 		56
11. Evaluate a Changed Model for Staff Support of City Communications 		56
Action Steps 		56
Conclusion 		56
Appendix A – Interview Participants 		58
Appendix B – Communications Survey Summary 		60
Spanish Survey results summary 		67
Analysis 		75
Appendix C – Constant Contact Lists 		76
Appendix D – Internal Communications Guides and Templates 		78
“Spectrum of Public Participation” 		78
“Communications Tools for Teammates” 		79
“Community Engagement Strategy” template 		80
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