Communicating Strategically

Rocklin's Communications Plan

Michael Young

In today’s instant information age, keeping residents up to date on the efforts of our first responders, parks and rec team, work on streets and roads, and much more could be a 24-hour-a-day, 7-day-a-week job—if we let it. Enter the Strategic Communications Plan!

The Goal

To more effectively communicate and engage with Rocklin residents, businesses and key stakeholders, while optimizing City and partner resources. 

Recommendations

  • General Messaging Strategies
  • Media Relations
  • Community Partner Relations
  • Social Media
  • Advertising
  • Website

Messaging

A unified messaging strategy will demonstrate to residents and businesses in Rocklin that the various citywide departments are in close communication, and the City will increase opportunities to engage them. 

Personas

A persona is a composite sketch of a key segment of your audience that can be used as a tool to help target messaging to more specific groups of residents. 

Key Messages

Overarching key city messages will be created that speak to the core value statements of Rocklin. 

  • Great Place to Raise a Family
  • Safe and Secure
  • World Class Parks and Rec
  • Close Knit Communities

Collaboration and Planning

Internal monthly meetings between public facing employees across departments will become more action-oriented spaces, where editorial calendars can be used to create more forward thinking and positive story development. 

Media Relations

A proactive approach to working with the media is important for Rocklin to better control the narrative around how it is covered by local news outlets.

  • Utilize additional tactics to pitch proactive news stories to media outlets to better control the narrative of how Rocklin is covered.
  • Identify key messages and create talking points that can be used by all Rocklin departments and spokespersons.
  • Identify City and Department stakeholders that can be the face of each department.

Community Partner Relations

Partnerships with local organizations already do so much for Rocklin. Expanding who we work with from a communications standpoint will help to amplify our message.

  • We plan to continue to utilize annual City events to partner with different organizations in Rocklin.

    • Determine any further needed partnerships and identify strategic opportunities for engagement.
  • Communicate new partnership opportunities during monthly communication meetings to identify possible joint engagement across departments.

Social Media

Social media is maybe the most powerful communications tool available to the city today. With targeted efforts to improve already robust efforts, the city can expect further growth in reach. 

  • Plan posts along a shared timeline and use a citywide thematic calendar to development content.
  • Drive audiences back to the site for more information.
  • Encourage using shared hashtags and tagging community partners in social media posts.
  • Develop and identify additional shared content that several City departments can promote to their followers.
  • Increase advertising.

Advertising

The City of Rocklin and the different departments generally have limited advertising budgets. Therefore, utilizing existing advertising opportunities and employing cost-effective tactics will be key to maximizing reach.

Rocklin.ca.us Homepage Update

The Rocklin website homepage will be updated in March providing increased access to frequently used information.

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Questions?