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City of Mounds View 6-4-09 Communications Plan ©2009 RISDALL MARKETING GROUP PAGE 6 OF 7 Utilize City Website as Primary Communication Vehicle Develop a Web-centric Communications Approach The City website should become the primary communication vehicle for ongoing communications with all audiences. Newer site content management tools make it easy to update information and create additional pages. There should be a coordinated effort to update the site regularly to keep information fresh and to encourage residents to visit often for city news. The City should make an effort to use only one voice on web for consistency and control. There needs to be one person for the City who functions as the website content editor. This person should review all site content for accuracy and for the consistent use of voice and messages. Web Design Recommendations Simple changes to the site design using the existing template can be an effective way to enhance the look and feel of the site. This has already been completing by incorporating the new logo and coordinating the colors on the site. Create a style sheet for consistent application of fonts and sizes of page content. Change images to be recognizable city locations to create a very familiar online environment. Enhance Sign-up for City Email Updates This service will continue to assist and promote regular email updates to residents. The City also can create separate lists for different content, such as volunteers, parks users, community center users, and emergency communications. This helps residents to feel connected to city hall and fosters security in timely communications. Create Section for the Promotion of Events This page should be a regular button on the home page and will receive regular visits from both residents and others who visit Mounds View. The City should develop standards for how much each group can say and a contact person for each posting. Implement Traffic Tracking and Analytics Approach The web provider should be able to provide the City with web site tracking data. If not, there are free programs that the City could install to collect and analyze site traffic statistics. We recommend Google Analytics if the City web provider supports it. The site content manager should monitor activity on a regular basis and use the information for continual improvement of the site content and the architecture of the site. Utilize County Road 10 Redevelopment as Marketing Tool Develop a Long-Range Vision for Future Development The City should capitalize on the opportunity to demonstrate a commitment to growth and development by leveraging the future redevelopment of available properties. This would help to achieve the city’s plan for managed growth. To this end, the City should work with a planning consultant who specializes in analyzing the redevelopment potential and facilitating the process to form an approved long-term plan. This would result in a marketable plan that developers would properly assess and that they would support. Promotion and news of this process, the updates, the presentations, and public hearings will generate buzz that the City is taking action and shaping its future. The stories that this process generates may not always be positive, but they will nonetheless be stories about development and redevelopment action in Mounds View. This process also will position the City for key opportunities to create synergy with the future TCAAP project in Arden Hills, and poised to attract the interest of developers.