Page 268 - City of Mansfield FY22 Operarting Budget

3. Create engaging campaigns to educate & inform while entertaining.
• Launch department mission etc. both internally and externally.
• Expand dog park education campaign to improve compliance and grow user base relationships.
• Plan and execute community feedback campaign for major development projects to build resident
ownership/buy-in.

Performance Objectives
MPFDC Actual Actual Budget Budget
Marketing & Communications 2018/2019 2019/2020 2020/2021 2021/2022
Demand
Population 71,325 73,410 75,411 76,000
Workload
Number of Newsletter Articles/month 4 4 N/A 2
Number of Social Media Posts/month 40 50 40 50
Number of PARD Events to cover (promote & recap) 100 50 100 100
Number of Recreation Guides per year 4 3 3 3
Number of Outreach Events per year 3 12 8
Number of e-Newsletters/month 3 4 4 4
Productivity
Parks Social Media Engagement Rate 5,000 25,000 12,000 25,000
Parks Facebook Followers 2,000 8,000 6,000 10,000
Effectiveness
Department brand impression/approval 95% 95% 95% 95%

Measurable Outcomes:
• Increase social media follower total and average post engagement by 25%.
• Launch successful engagement campaign for major development projects.
• Roll out mission/vision/brand with comprehensive marketing campaign with both internal and
public elements and updates to signage/marketing materials.

MPFDC Marketing/Communications 2019-2020 2020-2021 2021-2022 2021-2022
Full Time Equivalent Positions Budget Budget Budget Change
Marketing & Communications Manager 1 1 1
Total 1 1 1 0

Contact: Matt Young, 817-728-3397

267