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44 <br /> • Daytime population <br /> • City officials and employees <br /> Secondary Target Audiences <br /> • School District <br /> • Media <br /> • Visitors <br /> • Tourists <br /> • Government entities <br /> VI. COMMUNICATION TOOLS <br /> Elevating the community's awareness of accomplishments by each City <br /> department connects the perception with the reality. <br /> The following is an inventory of the communication tools utilized by the City <br /> of Clayton. Identifying the audience(s) and evaluating each of these tools <br /> helps to maintain or improve its effectiveness. <br /> 1. City Website www.ci.clayton.mo.us <br /> Description The City's websites is the communication tool that <br /> reaches the greatest number of people and target <br /> audiences. The website saves staff time - every question <br /> answered, form and application downloaded from the <br /> website represents one less phone call, email or letter <br /> that must be fielded by staff freeing staff time and saving <br /> tax dollars. (In 2007, Clayton's website received 92,216 <br /> visits; in 2008, the number had grown to 108,397 visits.) <br /> Audience All audiences <br /> Evaluation Based on the benchmarks from the annual citizen survey <br /> and the online employee survey conducted by the <br /> communications team, upgrading the City's website to <br /> make it more user-friendly and serviceable is a major <br /> priority. Employees indicated that online survey forms, a <br /> frequently ask questions section, improved site map and <br /> online payments features should be added. At 338 <br /> pages, Clayton's site has grown and requires more and <br /> more work to keep its content consistent and up-to-date. <br /> Recommendation Contract with a new content management system vendor <br /> to upgrade the City website. Where possible, coordinate <br /> the design with other components of the City's <br /> communication strategy and include interactive software <br /> features and a user-friendly editing program. <br /> 5 <br />