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43 <br /> • This communication plan introduces a process for communicating timely, <br /> accurate and useful information to residents in a coordinated professional <br /> fashion. <br /> • It establishes a commitment to a two-way flow of information, which <br /> enhances community problem solving, both internally and externally. It is <br /> as important to receive feedback and gather information as it is to provide <br /> it. <br /> • This plan reflects and reinforces the Vision established by the City. <br /> Goals <br /> With this plan, the City strives to: <br /> • improve staff interaction with all target audiences <br /> • identify, create and budget for adequate resources to provide the most <br /> powerful communication strategy <br /> • maintain visibility regionally, nationally, globally <br /> • generate commerce <br /> • enhance the City's image with tourists and business travelers <br /> • develop a strong relationship with the media. <br /> IV. PLAN DEVELOPMENT <br /> The new strategic communication plan is intended to serve as a guide to <br /> achieve the communication goals of the City in 2009 and beyond. Like every <br /> plan, it is an evolving document that will be updated as circumstances <br /> change and goals are achieved. This communications plan is based on criteria <br /> established by: <br /> • action steps in Vision 2013: Build a Bright Future (a collaboration <br /> between elected officials and City staff) which stress the importance of <br /> communicating with community and engaging citizens <br /> • the City's performance measurement scorecard that rank municipal <br /> services that are set by the International City Managers Association <br /> • feedback provided by the results of the 2009 citizen survey <br /> • input provided by forty-three frontline City employees, who responded <br /> to an internal survey that asked how and with whom they interact with <br /> the public and how often <br /> • research conducted by members of the Clayton Communications <br /> Team. <br /> V. TARGET AUDIENCES <br /> Identifying and prioritizing target audiences are key components of a <br /> communication strategy. Each strategy is composed to create the most <br /> effective process for reaching its target audience(s). <br /> Primary Target Audiences <br /> • Citizens <br /> • Clayton businesses <br /> 4 <br />