1. Public Affairs and Marketing
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Public Affairs
and
Marketing

2. Areas of Responsibility:
((JUST NAME))
Function that involves our support of all 12 departments and many more Divisions because of the nature of our communications.
The management of all communication sent to our residents, churches, schools, HOA’a and businesses.
Public Communications
We send out everything from event announcements to crisis communications.
The practice of creating and maintaining the public image of our organization through positive exposure in news, marketing and advertisement, engagement and relationship building.
Public Relations
The daily coordination of news, information and other communication with mass media.
Media Relations
The business of promoting the city by advertising our brand, services, programs, and events.
Marketing
We do that through traditional marketing, social media marketing, print marketing and branded merchandise.
We have also designed every item that is currently for sale at the DFBShop at the Pier.
Design of logos, posters and all city branded materials.
Graphic Design
My department currently monitors and manages all website content, we keep the front page fresh and update City News daily
Website Content Management
Content is the lifeblood of social media. Unless you are a popular organization or famous celebrity you have to share great content in order to keep the public interested and engaged.
Social Media Content Management
We monitor all 4 of our social media platforms (facebook, twitter, instagram and YouTube) all throughout the day, every day.
My department story boards and produces all city promotional video.
DFB TV
This year we’ve seen a major increase in video – I’ll be showing you those numbers shortly.
In addition to monitoring the quality of the stream, we manage the regular cleaning of the camera’s wiper arm in partnership with Parks and Recreation and all repairs to the camera. This year the camera was hit by lightening and that repair took us several weeks to do.
Beach Cameras
We lend communication, marketing, graphic design, website, video and social media support to all 12 departments and many more divisions in the city.
Departmental support
We create many of the marketing materials used by different departments or we edit and approve the work.
Areas of Responsibility:
Public Communications
Public Relations
Media Relations
Marketing
Graphic Design
DFB Shop merchandising
Website Content Management
Social Media Content Management
DFB TV
Beach Camera Management
Multi - Departmental support

3. 2017 Achievements Crisis Communications Protocol Alert Center
Hurricane Matthew (Oct 2016)
2 events this fiscal year that put that protocol to work
Success of our CC protocol (show #’s)
Boil Water Alert (Feb 2017)
Roughly about 1000 residents are signed up to this, important to watch and note it is an indication that fewer residents are signing up to receive blasts from the city
Sending out severe weather alerts, weather-related cancelations, recycling and solid waste alerts
Alert Center (Alert Bar)
New tools were very important to the Mayor, in order to keep residents updated on crime statistics in our city as well as ER incidents occurring that might have an impact on the general public
Twitter ((BSO)) and the City Crime Report
City Wide Crime report and crime report website page
Hurricane Page on city website
We are starting to understand what works and what doesn’t
Work in progress.
Shop Merchandise
With out signage// excited to see new signage go up soon
New designs we saw real spike in items sold
Trademarking has been completed and City logo is finally registered – putting the finishing touches on the settlement agreement
CVB Grant - Moai Mai Kai
Website and social media site for Moai Mai Kai
Just a few months ago we were able to secure a $5K grant from the CVB for the Moai Mai Kai event – a new event that is planned for next June
New Logos
Ocean Brews and Blues logo & marketing materials
Storm Water Conservation
Center for Active Aging
4th of July Stage Banners
New City Banners
2017 Achievements
Crisis Communications Protocol
Alert Center
@DFB_Alerts
DFB Crime Report, Crime Report Website page
Deerfield Beach Hurricane Page
Pier Shop merchandise
Trademarking and registration of City logo
Secured a $5,000 CVB grant, Moai Mai Kai
New logos, banners and video production

4. Performance Measures 2016 2017 (Oct. – May) Media Releases 278 237
What is important to note about these stats is that we are pumping out more information just with this one traditional communications tool
The way that we are pacing it does look like we could surpass last FY
Media Releases are sent to our subscribers, the press, HOA, local pastors, schools and businesses.
Articles written about DFB
Media Articles
in an organized manner takes time and a significant number of hours
Working to answer questions for these articles, setting the record straight on issues, arranging interviews and sharing information with the public
Highlight that media engagement is something that we take seriously
TV Broadcasts
Numbers are really exciting
Visits are total visits too your site and page views are how many times someone views those specific pages.
Visits to Website and Visits to specific pages on our site
New website design has helped as well as adding links to our website and redirecting viewers from social media to our site, to specific pages
Crime Report
Facebook We have seen a 29-percent increase on our Facebook page already this year
Especially given that 8 in every 10 Americans who are online are using Facebook
That said, Facebook is still our most successful communications tool
Our Twitter feed and Instagram page are still relatively new, those will be a focus this next FY
68% of all U.S. adults are Facebook users, while 28% use Instagram and 21% use Twitter.
Performance Measures
2016
2017
(Oct. – May)
Media Releases
278
237
(est. 355)
Media Articles
228
176
Visits to DFB.City
887K
826K
(est. 1.2M)
Page Views on DFB.City
1.8M
1.5M
(est. 2.2M)
Facebook
7,878
11,106
(est. 16K)
Twitter
N/A
1,323
Instagram
913

5. Crisis Communications
Events Covered
2 events this year that warranted crisis communications
Crisis Communications Protocol
-broadcast media
-print media
In addition to traditional media releases
But we hit the largest number of people through social media
We also made code red call, we posted to the website and the alert center.
16 Press Releases (media, local churches, HOA’s, schools and businesses)
1- Hurricane Matthew: 2-days we were worked out of the Emergency Operations Center
October 2016
Our Hurricane Matthew Social Media posts landed on about 45K local Facebook feeds
In addition to the 33K residents reached by phone through the Code Red call
2 Press Releases went out on this event
2- Boil Water Alert:
February 2017
Social Media once again being the most powerful communication tool with more than 105-thousand people reached in our area.
35,524 residents reached by Code Red
73-thousand just in the initial alert
Performance Measures
2016
2017
(Oct. – May)
Video 19 37
(est. 55)
Graphics 11 52
(est.78)
DFBShop Merchandise
425
($4K)
1,119
(est. $10K)
Events Covered
N/A 23
Crisis Communications
Hurricane Matthew
Boil Water
People Reached
45K
105K

6. Considerations Enhanced video services of all public meetings
Enhanced Video Services in all public meetings
This is a project that my department has been researching
Remotely
This new technology would essentially allow us to record every single chamber meeting and offsite meeting
and if approved, we will be working with IT this next fiscal year to make this happen
Hoping to implement a new tracking system that would effectively track all news release, video and graphics request
New Work Order System
$100K to complete
This is something that we’ve talked about doing the last couple years
Expand the Underwater Camera Program
I am in the process of looking for a title sponsor to pick up additional costs
If it is approved – Coastal Division has already set aside $30K
Would involve putting 2 additional cameras at either Mt. Deerfield or the Rapa Nui
One of the things we will be doing is researching some new trends for retail
Researching Merchandise Trends
New developments with online shopping
Online shopping is a must if we want to eventually make a profit off of DFB Gear
We do believe that we need to go back to the drawing board with the e-commerce shop
Improving operational efficiency by streamlining our communications ((next slide))
Subscriber blasts
Traditional mass media communications
4 social media platforms
Website
Growing our reach through social media is proving to be more successful than traditional communication, ie. blasts. We are finding that fewer people are clicking open their s. Click rates are going down even in some of our larger subscriber lists. We are spending time drafting blasts and that kind of communication. We are going to be dissecting the analytics this FY and taking a look at the efficiency of each of our communication streams.
Considerations
Enhanced video services of all public meetings
Work Order System
Expand Underwater Camera program (Mt. Deerfield)
Researching merchandise trends
Funding for radio broadcast advertising
Improving community outreach by streamlining our communications and adding new media sources

7. Considerations

8. Budget Summary - Department
$74,951
23 percent increase
Budget Summary - Department
FY17 Adopted
FY18 Department Request
Change
$ Per Resident
Total
$325,105
$400,056
23%
$5.15

9. Program and Service Enhancements
Difference of roughly $74K
Educational campaigns (like the storm water campaign that we are currently working)
Implemented a marketing line item officially have about $19K in marketing dollars
Marketing Budget
Increased money in our budget for training on Analytics and SEO training
Communications Workshops and Training in SEO & Analytics
Better understanding how to capitalize on our social media numbers and how to become more effective with these platforms
Expansion of our social media platform and the success of our website
Building a New Dept
Everything that we are implementing is new because we are starting from scratch
Public affairs and marketing is a year old, we began as a division 2 years ago.
Pompano is spending about $5.49/res with a budget of $583K
Coral Springs is spending about $8.70/res with a budget of $1.1M
Currently in this budget we are looking at spending about $5.15 per resident
Tamarac is spending about $7.14/res with a budget of $445K
Program and Service Enhancements
Marketing Budget
Training: Search Engine Optimization and Analytics
Moving from Code Red to Everbridge Statewide
Building a new department
City
Budget
# of Residents
DFB
$400,056
77,659
($5.15/res.)
Pompano Beach
$583,769
106,260
($5.49/res.)
Tamarac
$445,000
62,264
($7.14/res.)
Coral Springs
$1,107,887
126,264
($8.77/res.)