Page 356 - Microsoft Word - FY 2020 Adopted Budget Document

Champion Great Neighborhoods

Goal 2: Expand and Enhance the City’s Image
Objective 1: Promote Community Engagement
Project Performance Measure(s) City Service Team (Department)
CGN Social Media Marketing  Increase Social Media Followers ‐ Shared Services (Communication &
2.1.5 Facebook and Twitter Legislative Affairs)
 Increase YouTube views to reach
500,000 views per year
Summary:
Milestone Target Status
To reach a broader audience about the news of the Completion
City of Arlington, a social media marketing Launch Dream Team Oct. 2017 100%
campaign is planned to boost followers, reach and Program
engagement on the City’s social media platforms Recruit Dream Team April 2018 100%
including Facebook, YouTube, Twitter and Ambassadors through 20
Instagram. public presentations
Sign up 1,000 Dream Team June 2019 100%
Additionally, digital ambassadors will be recruited Ambassadors
to assist in spreading the word Arlington news, Promote 3‐4 YouTube videos Sept. 2018 100%
events and other topics of interest. weekly or 196 annually
Promote 6 Facebook posts a Sept. 2018 100%
Update: week or 312 annually
The promotion of the Dream Team digital Enhance Facebook Oct. 2018 100%
ambassador program continues to yield success, content/boosting to increase
with more than 4,238 ambassadors currently followers
enrolled in the program. Through September 2019,
Sign a sponsor for the Dream Dec. 2018 100%
the campaign has generated more than $275,000 Team Digital Ambassador
in earned media value and 2 million impressions Program
through 23,428 shares. Launch Digital Ambassador Jan. 2019 100%
Recruitment Program
The Office of Communications continues to boost Launch Budget in Action Aug. 2019 100%
select YouTube videos with an outstanding return Campaign including budget
on investment. For FY 2019, we had more than video and social media
3,578,954 YouTube views, easily surpassing our
content
annual goal of 500,000 views.

OOC also boosted the City’s Facebook page during
the final quarter of the fiscal year, increasing our
followers by 10,480.

Finally, during the FY 2020 budget season, OOC
launched its annual Budget in Action campaign.
This year’s campaign reaching more than 720,000
people (up 104%). The budget video has 520,000
views (up 319%). Finally, more than 63 social media
posts and nine live and tape social media videos
were streamed on multiple platforms, reaching
more than 25,000 people.

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