report #2020-61 · having professional guidance on how to communicate effectively and ... o...
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anDba Board Appointment
Report #2020-61 To: Mayor and Council For Direction From: Jennifer Miller, Manager, Economic Development & Tourism
And Public Information Officer, Emergency Control Group For Information
Date: May 26, 2020 For Adoption
Committee of the Whole Date: June 1, 2020 Attachments – 14 pgs Title: Communications Update
Recommendation: That Council receive the Communications update as presented.
Purpose: To update Council on communications activities over the last three months. Background: In a state of emergency, clear, consistent, and timely communication is critical. People are being bombarded with information from all sides, and the municipality can be counted on as a reliable source of information. We have been fortunate to have a Communications Specialist on staff during this crisis. Having professional guidance on how to communicate effectively and appropriately in all mediums has been incredibly valuable. Balancing the use of all mediums to ensure the best reach to as many residents as possible has been key to the communications efforts during this pandemic. Staff have made every effort to use all channels available to get messages out to the community. An increased use, and a more defined scope, in social media has had some unintended benefits. These include a significant increase in online engagement that can be used long after the state of emergency has ended. This provides a wider audience to communicate with about municipal priorities, including tourism.
• Facebook (Used for corporate and state of emergency messaging) o Followers March 13: 2,650 o Followers May 21: 2,993 (12% increase) o Total posts: Town of Smiths Falls: 91 posts, Experience Smiths Falls (tourism related): 22
posts
• Instagram (Focused on messaging for the business community and for tourism promotion) o Posts March 15 to May 21: 19 posts o Instagram posts are getting an average of 10,000 impressions per week o Per post averaging about 600 reach. o Story views are between 150 and 300.
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• Total hits on the Town’s website have grown significantly year over year: o March 13 to May 21, 2019: Pageviews 39,806, Sessions 18,702 o March 13 to May 21, 2020: Pageviews 45,041, Sessions 25,673 o Change: Pageview increase of 13%, Sessions increase of 37%
• Speak Up Smiths Falls registrants have also seen a spike: o Before March 15, 2020: 331 registrants o Between March 15 and today: an additional 93 registrants o Total registrants today: 424
Viewership of Council meetings is also very high, with meetings being shared on Facebook, Twitch and Youtube. Analysis and Options: Communication during an emergency needs to be simple, concise and easy to digest. Without proper communication, misinformation can flourish and result in injury, illness or fatalities. Whether it is a statewide crisis or a localized emergency, communication is one of the strongest tools an emergency manager has at their disposal. Continuing to utilize all mediums to try to reach as many citizens as possible is key to helping inform residents about Covid19 and the municipal response. Recommended – That Council receive the Communications report as presented. Budget/Financial Implications: There are no financial impacts associated with the
recommendation in this report.
Link to Strategic Plan: n/a Existing Policy: By-law 10113-2020 - By-law to Adopt an Emergency Management Program and Emergency Management Response Plan
Consultations:
• Amy Hogue, Communications Coordinator
• Dave Crawford, IT Services Coordinator
• Kerry Costello, Director Corporate Services
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Notes/Action (space for Council Member’s notes): Respectfully Submitted:
JMiller
_________________________________ Jennifer Miller, Manager, Economic Development & Tourism And Public Information Officer, Town of Smiths Falls Emergency Control Group
Approved for agenda by CAO: _______________________________ Malcolm Morris, CMO Chief Administrative Officer
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ECG Communications Report 08.05.2020
In a state of emergency, clear, consistent, and timely communication is critical. People
are being bombarded with information from all sides, and the municipality can be counted
on as a reliable source of information.
Communication during an emergency needs to be simple, concise and easy to digest.
Without proper communication, misinformation can flourish and result in injury or
fatalities. Whether it is a statewide crisis or a localized emergency, communication is one
of the strongest tools an emergency manager has at their disposal.
We have been fortunate to have a Communications Specialist on staff during this crisis.
Having professional guidance on how to communicate effectively and appropriately in all
mediums has been incredibly valuable.
Balancing the use of all mediums to ensure the best reach to as many residents as
possible has been key to the communications efforts during this pandemic.
• Social media is becoming a key source of how people read the news, and according to a study quoted by Forbes magazine “Social media has become the main source of news online with more than 2.4 billion internet users, nearly 64.5 percent receive breaking news from Facebook, Twitter, YouTube, Snapchat and Instagram instead of traditional media.” An effort to maximize social media has been made. The Town fb page is reserved for corporate and emergency messaging. Some of those messages are shared to Twitter. Experience Smiths Falls fb page and Instagram are being used for cultural and business support promotion.
• Print media includes Metroland’s Record News weekly publication and Hometown News monthly publication
• Radio is Lake 88
• YourTV is the television medium locally
Communication efforts have been planned out a week in advance and tracked in a document that is shared with the Community Emergency Management Coordinator weekly. The most recent version of that is pasted at the end of this document.
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The following offers a quick breakdown of outreach efforts since March 13, 2020. For ease of reporting, these numbers are reflective of March 13, 2020 – to present:
• Facebook o Followers March 13: 2,650 o Followers May 21: 2,993 (12% increase) o Total posts: Town of Smiths Falls: 91 posts, Experience Smiths Falls: 22
posts
• Instagram o Followers March 13: unknown o Followers May 21: 1,770 o Posts March 15 to May 21: 19 posts o 8 Instagram Live events promoting local businesses
• Media releases: o 11 on COVID-19 page, 1 relating to COVID-19 in notices (12 total)
Other outreach since the state of emergency has included;
• YourTV interviews by Mayor Pankow
• YourTV interview by Councillor McKenna and Councillor Alfred (food programs)
• Lake 88 interviews by Mayor Pankow
• Lake 88 interview by Councillor McKenna (food programs)
• Water bill insert reaching 1745 residents – this was also converted into paid newspaper ad and used in pieces on social media.
• 6 paid newspaper ads promoting social distancing, shopping local, and food programs.
• 1 monthly newsletter in Record News (paid) covering general operations of town hall during lock down.
Council meetings have been live-streamed with a record number of viewers. Committee meetings will begin over these mediums next week as well. April 6th Meeting Stats as of April 7th at 1620 Twitch – 19 views Youtube – 70 views FB Live – 858 views April 20th meeting Stats as of April 24th at 0850 Twitch – 21 views Youtube – 162 views FB (not Live, uploaded afterwards) – 278 views May 4th Meeting Stats as of May 5th at 0930
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Twitch – 123 views Youtube – 109 FB Live – 1001 May 19th Meeting Stats as of May 21 at 0930 Twitch – 10 Youtube – 23 FB Live – 377 May 25th Meeting Stats as of May 26 at 0930 Twitch – 5 Youtube – 51 FB Live – 1,058 On the Town of Smiths Falls’ website a COVID19 section has been created -
https://www.smithsfalls.ca/public-safety/covid-19-coronavirus/. All press releases, health
links, and business resources are posted there. An FAQ section was also created. This
material is updated as often as once per day. Extensive outreach by key partners
including the DBA, Chamber and SBAC has helped drive the business community to this
site for current information. A dramatic increase in traffic to the website during the
promotion period was evident, particularly in the peak month of April. Year over year
comparisons indicate the visits to the website are higher than would be expected, and
specific page visits indicate this is mostly attributable to COVID-19.
Total hits on website were:
a. March 13 to May 21, 2019: Pageviews 39,806, Sessions 18,702 b. March 13 to May 21, 2020: Pageviews 45,041, Sessions 25,673
Change: Pageview increase of 13%, Sessions increase of 37%
Communications Tracking Report: Completed COVID-19 Communications Week of May 25, 2020 - Ongoing
Date Issue/Communication Format
May 25 Public Notice Road Closure Russell Street
Facebook Website
May 25 Tree Canopy Consultation https://speakupsmithsfalls.com/tree-preservation-and-enhancement-policy
Speak Up Smiths Falls Website Facebook
May 26 Reminder Public Notice Road Closure Facebook
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https://www.smithsfalls.ca/public-notice/public-notice/
May 26 Media release – Food Delivery Service
Facebook Website
May 27 Smiths Falls Library Curbside Pick-Up (share of library post)
May 28 Cultural Plan Survey - Public
Speak Up Smiths Falls Facebook Website
May 29 Reminder Shopping Safety and COVID-19 Protocols
May 30 Reminder COVID-19 Safety Protocols
May 25-May 31 Updates to COVID-19 webpage (ongoing) Website
Completed COVID-19 Communications Week of May 18, 2020 - Completed
Date Issue/Communication Format
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May 19 Reminder Valley Heartland Regional Recovery Fund
May 19 Ackonowledge that swan contest is closed, and share on social media what the top three most “liked” suggestions are.
May 20 Media Release – new names for swans Facebook Website Instagram
May 21 Grocery service ads Support local businesses ad
newspaper
May 22 Reminder of restrictions/updates from provincial meeting May 21
Facebook Website
May 4-May 10 Updates to COVID-19 webpage (ongoing) Website
Week of May 11, 2020 – Complete
Date Issue/Communication Format
May 11 Swan contest reminder Facebook Instagram
May 11 REMO Instagram
May 11 #TogetheratHOme RMEO Instagram
May 11 Digital Shift Session 1: Backyard Tourism Facebook
May 12 Reminder Abbott Street closure 9 a.m. to 3 p.m. tomorrow
Facebook Instagram
May 12 Your TV Interview Peter McKenna and food bank https://www.facebook.com/121203317976766/videos/775509653223514/
May 13
New swans moved to Victoria Basin Facebook Instagram
May 13 Media Release Connecting Links Facebook Website
May 13 Reminder food bank delivery service Facebook
May 14 Retail council of Canada releases recovery playbook for businesses https://www.retailcouncil.org/coronavirus-info-for-retailers/covid-19-recovery-planning/?fbclid=IwAR0518LRcwtZxQEwbBL2KA4gyxSTw52CDPlf7mxZ7OYkk8Ebd2ZB_irP8DQ
Website Facebook
May 14 Province of Ontario announces Phase 1 re-opening, PPE resources
Facebook Website
May 14 REAL Deal accepting donations and e-waste on Saturday
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https://www.realaction.ca/real-deal-accepting-donations-and-ewaste-only
May 15 Media Release – Re-opening guidelines and long weekend restrictions
Facebook Website
May 15 Mayor Pankow/Rick Chesebrough interview YourTV
May 15 Bascule Bridge @theworldofdahlflower Instagram
May 16 Stay home and stay safe over the long weekend
Facebook Instagram
May 16 Valley Heartland new funding application open
May 4-May 10 Updates to COVID-19 webpage (ongoing) Website
Week of May 4, 2020 - Complete
Date Issue/Communication Format
May 4 Provincial and Federal commercial rent assistance program https://www.news.ontario.ca/opo/en/2020/04/ontario-canada-emergency-commercial-rent-assistance-program.html
Facebook Website
May 4 Bird’s eye view of Combined Lock Instagram
May 4 Council meeting Livestream
May 5 Instagram Live for Railway Museum Instagram
May 5 Businesses open for deliveries and curbside pick-ups https://www.news.ontario.ca/opo/en/2020/05/certain-businesses-allowed-to-reopen-under-strict-safety-guidelines.html
Facebook Website
May 5 Reminder: two hours free parking in downtown core, be considerate, share parking spaces
May 6 Reminder Compost Hours Change effective Wednesday May 6
May 6 Drone footage Beckwith Street Facebook
May 7 CPR vegetation control program https://www.smithsfalls.ca/media/2020/04/Correspondence-Item-Canadian-Pacific-2020-Vegetation-Control-Program.pdf
Facebook Website
May 7 Public Notice - Spring hydrant flushing begins May 4 until the end of May.
Facebook Website
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https://www.smithsfalls.ca/public-notice/public-notice-spring-hydrant-flushing-begins-may-4/
May 7 Reminder business survey closing May 8 at 11:59 p.m.
Emails through DBA and Chamber
May 7 Grocery service ads Support local businesses ad
newspaper
May 8 Downtown businesses for Mother’s Day Facebook
May 8 Snowbirds flyover Facebook Instagram
May 8 Public Notice Abbott Street Closure Facebook Website
May 9 LLHG Mother’s Day Facebook
May 4-May 10 Updates to COVID-19 webpage (ongoing) Website
Week of April 27, 2020 - Complete
Date Issue/Communication Format
April 27 Instagram Live Promo – Lyz Plant “TogetherAtHome”
April 28 Flags lowered at Town Hall Facebook
April 28 Swans News Release Facebook Speak Up Smiths Falls Instagram
April 29 Kilmarnock building a simple ventilator Facebook
April 29 Healthy Roots Facebook
April 30 Instagram Live Promo – 4 Degrees Brewery “TogetherAtHome”
May 1 Council agenda released for May 4 meeting Website
May 2 Swan naming contest Speak Up Smiths Falls Facebook
May 2 Support local business ad Grocery service ads
Facebook Newspaper
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May 3 Reminder food bank delivery service
May 3 Public Notice – Change in compost hours Facebook
April 27-May 1 Business support messaging Instagram Experience Smiths Falls Facebook page
April 27-May 1 Updates to COVID-19 webpage Website
Week of April 20, 2020 – complete
Date Issue/Communication Format
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April 19 Free webinars offered by the Small Business Advisory Centre
April 20 Council meeting Livestream
April 20 Promotion of grocery delivery program
Lake 88.1 interview with Councillor McKenna
April 20 Reminder – What’s safe in parks
Facebook Website
April 21 Message from Brooke Henderson to thank front-line workers
Facebook Instagram
April 22 Earth Day / Re-launch of Recycle Coach
News Release Facebook
April 22 Instagram Live Promo – Alexis Officer “TogetherAtHome”
April 23 Newsletter (Town updates) Newspaper – Record News
April 23 Grocery program Newspaper – Record News
April 23 Safety and well-being of construction workers on Beckwith Street
News Release Facebook Website
April 24 Food Bank Delivery Program
News Release Promotional visual Facebook Website
April 24 Council agenda released for April 27 meeting
Website
April 24 Instagram Live Promo – Alexis Officer “TogetherAtHome”
April 26 Reminder – Deferral of interest payments to the Town
Facebook Notice on Water Bills
April 20 – 26 Updates to COVID-19 webpage
Website
Week of April 13, 2020 - complete
Date Issue/Communication Format
April 14 Launch of grocery delivery service / partnership
News Release (share of BBBS release) Facebook Website
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Poster Email to Stakeholders
April 15 Reminder - Stay at Home Shareable for Facebook and Instagram
April 16 Reminder – Grocery delivery service/partnership
Poster for Facebook
April 17 COVID-19 – Info sheet
Insert for water bill
April 17 COVID-19 – health related information - facemasks
April 17 Council agenda released for April 20 meeting
Website
April 19 Business support messaging
Instagram Facebook
Week of April 6, 2020 - complete
Date Issue Format
April 6 State of Emergency declaration Including comments about construction, child care, and outbreaks
Media release Facebook post Announcement at Council via Zoom website
April 6 Council meeting via Zoom Zoom Youtube Link on Facebook
April 7 CAO Internal message to all staff, including details about EAP
Zoom
April 9 Changing behaviours, preparing for Easter weekend without family
Mayor’s message via his fb page and shared on Town fb site
April 10 Canopy Growth PPE donation
fb
April 6 – 11 Business support messaging
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Experience Smiths Falls fb page
April 11 LLG Health Unit message shared – Stay Home