98011-0612

Report

To: Council in Committee of the Whole Item: Date of Report:

CM-07-07 January 29, 2007 From: Bob Duignan File: Date of Meeting:

City Manager A-4100 February 5, 2007

Subject: Ward(s): All Corporate Communications and Marketing Strategy PUBLIC MEETING 1.0 PURPOSE The purpose of this report is to present the Corporate Communications and Marketing Strategy for Council’s endorsement. 2.0 RECOMMENDATION It is recommended to City Council: That the Corporate Communications and Marketing Strategy as set out in Attachment No. 1 to Report CM-07-07, dated January 29, 2007 be endorsed. 3.0 EXECUTIVE SUMMARY The proposed Corporate Communications and Marketing Strategy, Attachment No. 1, is a methodical, strategic approach to communications that coordinates the organization’s efforts to improve Oshawa’s image and profile. It identifies opportunities to ensure: cost-effectiveness; maximize exposure; consistent reach of key messages, integration and promotion of the new corporate brand; and coordinated revenue generation opportunities. 4.0 INPUT FROM OTHER SOURCES

The Corporate Communications and Marketing Strategy has been prepared with input from an interdepartmental staff team, the Corporate Leadership Team and the Auditor General.

Marketplace research was also conducted with a number of municipalities including Ajax,

Hamilton, Kingston, Newmarket, Thunder Bay, Toronto and Vaughan. Information gathered was used to develop the Corporate Communications and Marketing Strategy.

5.0 ANALYSIS

The City of Oshawa is a leading-edge municipality and as a result of its rapid development and advancement, the need for consistent, professional, accurate and coordinated communications has been identified.

Report to Council in Item: CM-07-07 Committee of the Whole (Continued) - 2 - Meeting Date: February 5, 2007

The Image and Public Relations Study conducted in 2002 by the Willow Marketing Group Inc. for Economic Development Services recommended Oshawa establish a full-time media relations group to improve communications and ensure a positive image. The Community Strategic Plan also identified the need to improve the City’s image and its communications efforts, as well as the need to engage the community and stakeholders.

As a result, Corporate Communications and Marketing was established, reporting to the

City Manager.

Corporate Communications and Marketing coordinates the City’s internal and external communications and marketing activities to ensure coordinated, cost-effective and consistent communications.

The development of this Corporate Communications and Marketing Strategy will assist in

meeting these responsibilities. The Strategy is designed to enhance cooperation, collaboration and communications across the corporation and community.

The following goals and objectives have been identified:

Goal Objectives Goal A: Increase Public Awareness of City Programs, Services and Events

A1. A2.

To build and foster a positive image for Oshawa within the community and promote the City externally To improve communications, cooperation and community engagement

Goal B: Continue to Develop and Foster Media Relationships

B1. B2.

To increase positive media coverage of Oshawa in local, provincial, national and specialty media To ensure advertising is cost-effective and efficient in reaching target audiences

Goal C: Establish Effective Communications in Response to Key Issues

C1. To support City Council and senior staff with effective communications

Goal D: Provide Emergency Preparedness Communications

D1. To develop timely and accurate information during emergencies

Goal E: Develop Engaging and Informative Internal Communications

E1. E2. E3.

To enhance internal communications for all staff To ensure electronic communications are effective and informative To build internal support for the current and future direction of the Corporation

Goal F: Realize Revenue Generation Opportunities

F1. To increase revenue-generating opportunities and achieve annual target

Upon adoption of the Strategy by Council, a Corporate Communications and Marketing

Business Plan, including the implementation, will be prepared.

Report to Council in Item: CM-07-07 Committee of the Whole (Continued) - 3 - Meeting Date: February 5, 2007

6.0 FINANCIAL IMPLICATIONS

There are no financial implications with this report. 7.0 RESPONSE TO THE COMMUNITY STRATEGIC PLAN

The development of the Corporate Communications and Marketing Strategy is consistent with the Community Strategic Plan (Goal A – Improving Our Image and Goal C – A Caring and Responsive Community) as it would enhance effective communications and provide an opportunity to further promote the City’s vision and initiatives.

Original signed by Bob Duignan City Manager Attachment