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CITY OF LAKE ELMO <br />Communications Strategy <br />Reach <br />A tool we use to gauge the effectiveness of our communications is measuring the number of <br />people who see the content we produce, how they interact with us, and the frequency of <br />those interactions. These metrics determine our engagement (the number of individuals <br />visiting our content), reach (the breadth of our audience viewing our content), and <br />penetration (the depth of our communications based on community interaction). <br />This metric estimates the number of people who viewed any content from or about our <br />page. Impressions, or penetration, represent the number of times any content from our <br />website or social media appears on a person's screen. We report these findings quarterly to <br />the City Council. <br />ADA Web Accessibility <br />The City of Lake Elmo is committed to removing barriers, addressing disparities, and <br />ensuring that residents have access to the resources they need in our community. <br />Title II of the Americans with Disabilities Act (ADA) has an updated rule requirement: The <br />Web Content Accessibility Guidelines (WCAG) Version 2.1, Level AA is the technical <br />standard for the web content and mobile apps of state and local governments. This rule <br />establishes a specific technical standard that state and local governments must follow to <br />fulfill their obligations under Title II of the ADA for web and mobile app accessibility. <br />WCAG, the Web Content Accessibility Guidelines, is a set of guidelines developed by the <br />World Wide Web Consortium that defines web accessibility, including the requirement for <br />video captions. The rule states that state and local governments in cities with populations <br />under 49,999 have until April 2027 to comply with this law. However, the City of Lake Elmo <br />will demonstrate their progress toward compliance in all forms of communication before the <br />deadline. <br />10