HomeMy WebLinkAboutCOD-008-11~L'1I1~vtpIl REPORT
CORPORATE SERVICES DEPARTMENT
Meeting: SPECIAL GENERAL PURPOSE AND ADMINISTRATION COMMITTEE
Date: FEB 25, 2011
Resolution#: SPA-~6y-~~
By-law#: N/A
Report: COD-008-11
File#:
CORPORATE ADVERTISING VERSUS CORPORATE NEWSLETTER
RECOMMENDATIONS:
It is respectfully recommended that the General Purpose and Administration Committee
recommend to Council the following:
1. THAT Report COD-008-11 be received;
2. THAT Council approve newsprint as the method of advertising Municipal required
notices and activities by allocating the current level of funding incorporated in the
2011 budget to newsprint advertising; and
3. THAT the municipal advertising policy be revised as appropriate.
Submitted by:
rie Marano, H.B.Sc., AMCT,
Director of Corporate
Services/Human Resources
M M/gj
Reviewed by: ~ '~' ~~
Franklin Wu,
Chief Administrative Officer
CORPORATION OF THE MUNICIPALITY OF CLARINGTON
40 TEMPERANCE STREET, BOWMANVILLE, ONTARIO L1C 3A6 T 905-623-3379
REPORT NO.: COD-008-11
PAGE 2
1.0 BACKGROUND AND COMMENT
1.1 The current corporate advertising policy (attachment #2) provides for a
newsletter circular (the Clarington.net) and the newsprint advertising program
which is structured to keep the community informed. In addition the Clarington
website assists in the communication program and provides an opportunity to
participate in the process.
1.2 The focus of this report is to compare the reach and the cost impact of the
corporate advertising and the corporate newsletter programs in order to assess
the most effective method to keep the community informed and engaged in the
activities of the Municipality.
1.3 A brief comparison of both advertising activities is outlined in attachment #1.
2.0 CORPORATE NEWSLETTER
2.1 The corporate newsletter is intended to be all about the Municipality of
Clarington. It was created as a method of reducing the Municipality's
expenditure related to the corporate advertising program without reducing the
information being communicated to the community. The first issue of this
corporate newsletter, Clarington.net, was produced and distributed in February
2008..
2.2 Communications & Tourism creates the production schedule (material
deadlines and distribution dates); distributes to all the Municipal Departments;
and, coordinates the overall design and production of the newsletter. The
newsletter is issued quarterly (March, June, September and December) and
Municipal agencies (Clarington Museums, Visual Arts Centre of Clarington,
Clarington Public Library and the Clarington Older Adults) are invited to submit
material for publication. As of December 2010, 12 issues have been produced
and distributed to the residents of Clarington.
2.3 The 2011 budgeted expenditure for the directly related cost of the production is
estimated at $27,000, with a significant amount of staff time allocated to the
production which is not reflected in the budgeted amount.
3.0 CORPORATE ADVERTISING -NEWSPRINT
3.1 The corporate advertising program began in 2000 with full pages running
weekly in both the Canadian Statesman (now the Clarington This Week) and
the Orono Weekly Times. The goal was to provide the residents and
businesses of Clarington timely information about municipal activities and
opportunities. At its peak corporate advertising pages included statutory
REPORT NO.: COD-008-11
PAGE 3
notifications (such as planning public meetings) as well as career opportunities,
tenders, and public information centres. They were also used to promote
revenue generating programs (e.g. recreation), facility rentals and animal
adoption opportunities through Animal Services. The corporate page also
included a list of coming events which featured the events
hosted/sponsored/promoted by resident community (non-profit) organizations.
3.2 The cost of the corporate advertising program is annually reviewed as part of
the municipal budget process. The advertising program allowable content was
significantly reduced as part of the 2007 budget restructuring; to provide only
for statutory notices published, with the remainder of advertising being
redirected to the corporate newsletter and the website. The 2010 budget
provided for additional required notices as determined by the Department
Heads and/or at the direction of the Chief Administrative Officer.
3.3 The estimated cost of the newsprint advertising program is included in the 2011
budget is at $ 64,000.
4.0 WHICH PROGRAM PROVIDES THE BETTER SERVICE TO THE CITIZENS
OF CLARINGTON?
4.1 This is not an easy question to answer as both programs have benefits. The
corporate newsletter objective is to have the Municipality tell its own story -
blow its own horn -where appropriate. It controls the message and how it is
delivered to the reader. The financial contribution is considerably lower than
that required by the corporate advertising program through newsprint but the
staff dedication is significantly higher.
4.2 Although the corporate advertising newsprint program is more expensive, it is
also timelier as the information is fresh to the reader which is of benefit if there
is a specific action required. In addition, there is a reduced staff involvement
and the production period is less intensive as it is spread over a continuous
period of time. The Municipality is still able to control the message and its
delivery but it is advertising versus a story.
4.3 The estimated cost of the combined total advertising program for newsprint and
the newsletter and allocated to the 2011 budget is $91,000.
5.0 CONSIDERATION OF NEWSPRINT FOR MORE CURRENT ADVERTISING
5.1 Should Council consider redirecting the funds from the newsletter to the weekly
newspaper advertising, there would be an opportunity to include some
advertising of income generating programs such as Community Services
special programs, over and above the regularly scheduled recreation programs
REPORT NO.: COD-008-11
PAGE 4
contained in the Community Guides. Community groups including Museum
and Library would continue to be only advertised using the website and
community guides, maintaining cost containment of the weekly newsprint.
Employment opportunities would also be directed to the website, unless the
position is unusual and requires newspaper advertisement.
5.2 The frequency of the Corporate, advertising in newsprint would continue as it
does currently, by running ads when required notices and/or advertising are
requested by the Departments on an as needed basis. Municipal programs, as
directed by the Department for special events, public meetings, tax
installments, and other opportunities would be included in the articles
published. If no ads or notices are required in any given week, there would not
be any printed. Consistent with current practice, if an article is questionable in
terms of its applicability to the program restrictions, it would require the CAO
approval.
5.3 Council is requested to consider for inclusion in the 2011 budget, the newsprint
advertising program, with the funds allocated accordingly.
Attachment #1-Comparison Table Corporate Newsletter versus Corporate Advertising
Attachment #2 -Corporate Policy H1 -Advertising
G
O L C N
_
~~ O
~ O
v L
m m a c
UJ N "' R~ y
Y Vl ~p d C m 0
y '
W
o ~ l6
\ 7
° ~ ~ C
m O ~p y
O
Z o °03 ~ v 3O ~? aoE o w
~ H ~ ~ d O W N ~ (0 O .. n ~ '- O y ~p
N f0
m Z N ~ C ~
C a U d
fA ZO ~ CO 0 H ~ N 64 O ~ ~ ~ CY.O pw ~ 'C
O 0
° a "' o . mEN3nwvE ~
Z O 'v U ~ . > '
N L ¢.
° U N
' y ~ fn y~ N N 0
c
.
-~ N
U'
z ~ ~
'
° o
o a
~ ~
g N o
E
~-
v c
~ oma~mo
a
~ m
v~ v a o w° N~ ~O ~ p 0 d
H o
~ ~ °c v ~ ~ o'~w c~N v m
.
W Q d rn E~'~°~~O
mO ~ '
0
O
~ O
C- 0)O ~N y
6 o
U
Q
Y H
~
o Y
m O~ C~ O. y y U
~
o
~ c' ~
c o
o
w
H Y °•' ' ~
r>,
m~
t`o
N o 0
W v o d
3
m
~ 3 U m y~ v~°m~~m~ ~ m
L
a (n
= O
J ~
~p O o °°o
N O ca
°- c
~ gam'
' c m--a y ~m
p O p~ 0 0 'C vl ~
p c
~
F
m
U
~
'U
j
N d
N 4~ O c
U 0
O Z F N ~ ~ N~ V~ U U
O ~ y d 9 a 3~ N~
C
~ ~ j
c c
o O. 3 > ~, C G S .T..p W
o
~ N ~
U Q m p n .~
a
o m a~ E c a
: ~.. Us~ ~-~~°-N
3 ~
m
a
~
~
Q
ao ~ ~ ;~ m
U _
(n
C
Efn
w
U U ~~ V ~UJ ~
J d
Z
(6 l0
.T. 'O N
N
Y
O)
C y
y
w
Q
'V .
N
? ~
p.
N
N
C
~
N
p~ N
'
.~
~ m
a
3 p
0
~
.J O
~
~ E o.o c ~ v v' o aoi v
~ ~ ~ U
w
~ ° ~
v m'o
w e
~
m o
~ a
o o ~
~ m
~
W
N o
U m
V m
O N
U E
X c
> ~
V
Q w
~
~ N N
~ C
~
U ~ W ~ p d e 'C 'y O. N J f0 N
w O O ~ O r N y ° d U
3 E
'- ~ N
E ~ ~ d U E
z m o w O n ~ f» ~ ~ a me d o c w N v
~
°
w
Q
~ _
> :?
or n ~
m
a
~
m
~
c
yd
H G m J
J ~ H N o '
y ~ ~ ~U y N > d ~ ~ N O
N ~ U L ~ U
w
~ 'O 7 O c y N N T U U N Cl
d 07 i0 O 3 N l9 y~~ a O ~ p. ~ f0 Q N U~
m ~ ~ E o- ~ ~~d ~ ~ o ~ md 3 d a~ co
U N ~ ~ d
U W U O N a A N T N C J .O ~ N E f0
~ ~ C C U O~ C ~ U p N a ~ L
m ~ y
~ n ~ ~ O .r ~
U w C U
' j~ Q y
L
' !~
N N y
' ~ .U U N '6
U C j
`~ U N U
'C
r
O C
3 C
pl U Q a
p
N
U
U1 C
pl .
.
ld ~ N c ~ c
~ C E N C
j 3
N ~ (n ~
l9 O
f- _
~
4_ ~ U w _
U E C p. O
U ~
C
Q C ~O1 V
V y F p 0
o_U E
Z
Z Y
h O ~ w m cn
w
> m o ~ ~ ~ c7 F
p cn ~ O tq ~ w F z
Q (w7 j ~ U tn LL } Z Q
W J ¢
a ~ ^ p m
w U ~
w ~ o
Q a ~
w a
j w
O
O _ _
¢ m
~
F H J VJ ~ fn
0
z N
U
U
Z
O
w U ~ U
~~ ~ Attachment #2 COD-008-11
Leading the Way ~~...///~~~
Administrative and Corporate Policies
Hi -ADVERTISING
Section: H Date Approved: September 12, 2000
Category: Operations Last Revised: October 5, 2010
Subsection: H1 Approved by: Budget 2010/
Application: All-Employees FND-004-10
1. Purpose:
a) To provide a consistent means of advertising for the Municipality of Clarington.
b) To enhance Corporate image in a positive manner.
2. Policies:
a) The Communications and Tourism Division will be responsible for the coordination
and placement of statutory or required Municipal notices, advertising of job postings,
public meetings and tenders.
b) Print Media
i) Metroland (Clarington This Week) will carry the Municipality's local
advertising and information promotions.
ii) The Orono Weekly Times will continue to carry municipal advertisements on
an ad hoc basis. Advertisements and media releases that are of Clazington-
wide and/or Orono interest will continue to be sent for publication. No
specific page location is specified:
iii) The Municipality may produce and issue a newsletter to communicate non-
time sensitive municipal information. The publication will include
community based organization, local sports/recreation groups, ratepayers; and
Municipal Agencies' community based information. The frequency of the
newsletter will be determined through annual budget deliberation, or as
otherwise determined by Council
Page 1 of 2 -All Employees: Hl
Attachment #2 COD-008-I 1
iv) Required notice such as tenders, quotes/RFPS that aze governed by specific
legislation or government notice will be published on the municipal website or
other locations and other publications in accordance with related direction.
v) Job postings are advertised as required by the Department that has the
vacancy, limited by budget of the Communications & Tourism accounts.
Posting to agency and association venues that have cost implications is limited
to managerial positions or very market sensitive positions. All job postings
are advertised on the municipal website.
vi) Other advertisements as approved by Council resolution or CAO on specific
case by case basis.
c) On-AirBroadcast Media
i) The corporate advertising use of broadcast media; television and radio. Corus
Entertainment (Channel 12) and Roger's Community 10 or other media
maybe used for information/advertising as required or at the direction of the
CAO, limited to annual budget allocation as approved by Council.
d) Website
i) The municipal website is a strong part of the marketing and promotion
strategy. Information advertising will be placed on the municipal website in
order to augmenfthe Municipality's requirement to keep the public informed.
The Communication & Tourism Division is responsible for overseeing the
development, maintenance and posting of information on the website.
3. Procedures:
a) The Departments will provide the Communication &Tourism Office with
information, either by hard copy or electronically, by 12:00 noon on Wednesday, for
inclusion in the following week's publication.
b) Costs of all notices/advertisements will be drawn from the Communications &
Tourism Office budget and all invoices will be processed by the same office.
c) The Chief Administrative Officer or Department Head will provide direction in
unusual or emergency situations related to interpretation of the above policy.
d) Policy Review
i) The Corporate Advertising/Program plan is to be reviewed annually during
the budget process. Changes to the program may be made by amendment to
the budgetary allotment, or as otherwise determined by Council.
Page 2 of 2 -All Employees: Hl