STRATEGIC COMMUNICATIONS PLAN Update to Webster Town Board August 15, 2024
what is it and why is it important? A strategic communications plan is a comprehensive internal document: To establish the purpose and priorities of the newly created Communications Department. To guide communication and public relations efforts in relation to the Town of Webster’s target audiences. To organize efforts for efficiency and effectiveness in sharing information and news. To provide intention and sustainability for the Town of Webster’s communications efforts. To foster accessibility in reaching our community.
key components
Purpose and priorities of the Communications Department Identifying audiences External communications Internal communications Response to conflict Media contact and public relations
STRATEGIC COMMUNICATIONS PLAN:
target audiences: who are we reaching? Webster residents
Potential residents
Town employees
Prospective town employees
Webster businessowners
Prospective businessowners
Local media
Developers
Contractors
Realtors
communication highlights
Establishing messaging points based on the needs of the Webster community and supported by the town’s actions. Tailoring approach to audience and message: Using the most effective vehicles to share information and messaging with our target audiences. Encouraging internal collaboration and knowledge sharing: Creating an environment where town staff members naturally collaborate to bolster communications efforts, both internally and externally. Centralizing communications efforts: Focusing on consistency across town communications to grow trustworthiness and expand understanding across the board. Data-driven constituent experience: Regularly evaluating the success and failures of the methods we use based on metrics and using this data to make adjustments, as needed.
early accomplishments
STRATEGIC COMMUNICATIONS PLAN
WHAT’S NEXT? Website updates
Used research, feedback, and staff collaboration to draft plan Drafted plan outlining effective communications for audiences Organizes objectives and goals for Communications Department
UPDATED MODEL FOR TOWN MEETING A/V Implementation of user-friendly and portable system More cost-effective than previous model Cross-training of staff for broad organizational knowledge
Style guide Community outreach
ESTABLISHMENT OF MONTHLY E-NEWSLETTER Subscribership up 13.8% in first month 69.1% open rate (compare to 42% industry average) 10.2% click rate (compare to 4% industry average)
ESTABLISHMENT OF SOCIAL MEDIA PLAN 89% increase in reach 72% increase in average impressions 247% increase in average interactions
Crisis communications plan Improved constituent relations