Council moves toward every-door mail for Shorelines, asks for social-media analytics and weekly bridge updates

At its Feb. 11 meeting the Town of Lake Clarke Shores discussed town communications strategy with Elliot Cohen of My PR Gurus, who recommended broader use of mail and shared analytics options for social media and email outreach.

Cohen told the council the electronic newsletter has grown organically from about 240 signups to “approximately 680 subscribers” and described several promotion methods: QR codes in the printed newsletter and at town events, printed cards for distribution at the barbecue, and two places on the town website where residents can sign up.

Why it matters: Council members said they want to ensure town messages reach new and existing residents. Discussion included a move to use every‑door direct mail (EDDM) to deliver the twice‑annual Shorelines magazine and a postcard campaign to encourage signups for the electronic newsletter.

Key points from the presentation and council discussion: - Mail vs. purchased lists: Cohen advised against the town buying third‑party email lists, citing opt‑in and public‑records concerns and the risk of high unsubscribe rates for government senders. - EDDM and cost: Cohen presented a simulation showing a townwide postcard EDDM run would cost in the range of about $900 and an estimated per‑piece cost “about $0.22” (postage and handling). He said EDDM would reach every address in the town, with some postal‑route spillover outside town limits. - Weekly bridge update: Cohen and staff said they will begin a weekly bridge update sent by email that residents may opt into; Mayor Gregory Freebould asked for photos and short video showing workers and machinery to accompany bridge posts. - Social‑media analytics and targeting: Cohen said his firm can provide monthly posting calendars and analytics (engagement, clicks) and can run paid targeted posts to ZIP codes or demographic groups if the town elects to budget for boosted posts. - Welcome packet and new‑resident outreach: The consultant recommended a new resident web page and a printed welcome packet; Council members asked staff to include a welcome letter and local‑services information in the packet and to track QR‑code signups at upcoming events.

Policy direction: Mayor Gregory Freebould said the council would “change policy and go it this way and try it,” referring to shifting Shorelines distribution to a bulk/EDDM mailing; staff and the PR consultant will return implementation details and cost estimates.

Next steps: Staff will proceed with postcards for the upcoming barbecue, place QR cards on event tables, post the weekly bridge update template for council review and supply social‑media analytics to the council at a future meeting. The council also asked staff and the consultant to design a new‑resident page on the town website and to collect signups at events.

Ending: The conversation closed with an agreed plan to test the EDDM/postcard approach and to report back to council with metrics and costs for ongoing use.