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66 <br /> C"Ityllmage <br /> City of Red Wing Communications Plan <br /> TABLE OF CONTENTS <br /> I. Project background and methodology <br /> II. Outcomes statement <br /> III. Communications philosophy <br /> IV. Communications objectives <br /> V. Target audiences <br /> VI. Communications Audit and focus group results <br /> VII. Results of 2005 Decision Resources citizen survey <br /> VIII. Recommendations: Communications Process <br /> IX. Communications Plan Tools <br /> X. Methods for communications plan evaluation <br /> --------------------------------------------------------- <br /> I. Project background and methodology <br /> In 2006, seeing a need to view a holistic picture of its recent communications efforts, <br /> and evaluate room for improvement, the City of Red Wing opted to complete a <br /> comprehensive communications plan. <br /> The plan provides a helpful "snapshot" of where communications for the City of Red <br /> Wing are today. After conducting a thorough audit of existing methods and focus groups <br /> involving Red Wing residents, city administrators, city staff, and elected and appointed <br /> officials, the results in this plan present an accurate picture of where the city is today, <br /> and where it could take communications in the coming years. <br /> The communications plan document will provide a number of recommendations for <br /> improving marketing and communications over the next 2-3 years, some of which can <br /> be implemented with limited or no additional city funding. <br /> The Red Wing communications plan was completed using the following process- <br /> - Conducting a thorough audit of the city's current communications practices and a <br /> comprehensive review of its elements (newsletter, web site, media relations, <br /> television, logo use, e-mail use, etc.). This exposed any gaps that exist and <br /> revealed the city's many strengths in public communications. <br />