Page 107 - Keller Budget FY21

ADMINISTRATION DEPARTMENT
COMMUNICATIONS DIVISION (100-100-04)

DEPARTMENT DESCRIPTION:
The Administration Department’s Communications Division consists of the Public Information Officer. The purpose of the
Communications Division is to lead the organization’s citizen engagement efforts and dissemination of information to the public,
as well as to maintain and strengthen the City’s positive public image.

DEPARTMENT/DIVISION GOALS:
1. Enhance community relations with citizens via surveys, citizen committees and individual requests, and respond in a timely
manner through direct interaction, news releases, marketing and advertising, and Town Hall meetings.
2. Manage and administer the City’s website and social media outlets.
3. Prepare presentations and print materials as well as spoken comments as needed for meetings, special events and City
leaders’ public appearances.
4. Design and distribute newsletters, brochures, and other marketing and advertising materials promoting community news,
events and initiatives.
5. Serve as a liaison between City officials, City staff, outside organizations and the media, and as the City spokesperson as
appropriate.
6. Recommend, oversee implementation, and develop policies and procedures for the use of communication technology and
outlets.
7. Handle all aspects of the City’s emergency communication efforts.

DEPARTMENT/DIVISION OBJECTIVES:
1. Continue to strategically grow the City's social media footprint to increase awareness and engagement among citizens of all
ages, staying flexible with changing platform algorithms.
2. Develop strategies to improve the mobile user experience, including the continuation of website streamlining and analytics-
based adjustments, development of an updated website design, and the exploration of a web-based service request system.
3. Partner with department heads to produce citizen-friendly budget and 'State of the City' materials.
4. Evaluate and implement select new trends in internal and external government communications aimed at better connecting
with employees and residents where they're already seeking out information and engagement, including partnerships with and
utilization of existing third-party services.

SERVICE LEVEL ANALYSIS:
FY 2020-21
FY 2018-19 FY 2019-20 FY 2019-20
Actual Budget YE Proj. Adopted
SERVICES PROVIDED Budget
Weekly E-Newsletters Published 52 52 52 52
State of the City Presentations Prepared 5 4 3 3
Special Publications Produced 1 2 0 1
Community Surveys Managed & Marketed 9 6 3 5
Social Media Accounts Administered 18 20 18 20
Active Website E-Notification Subscribers 16,281 16,250 17,100 17,450
SirenGPS/Mass Notification Users 6,315 6,500 6,800 7,000

PERFORMANCE INDICATORS
Average Facebook Post Reach (largest 7,069 4,500 9,850 8,500
account - City of Keller Government)
Average Twitter Monthly Impressions
(largest account - @kellerpolice) 215,916 225,000 200,000 225,000
Average News E-Notification Open Rate 30% 29% 31% 32%
Unique Website Page Views 1.17M 1.54M 1.12M 1.2M

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