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Committee reviews communications analytics, newsletter growth and RFQs for crisis communications and branding
Summary
Department staff reported growth in e-newsletter subscribers (+25.9% to 827 weekly contacts), rising website traffic, and social media trends; the committee discussed segmentation, A/B testing, banner messaging, and learned the RFQs for crisis communications (3 submissions) and logo/branding (22 submissions) are under review.
Michelle, department staff, presented a year-in-review analytics report covering the e-newsletter, social platforms and website traffic.
Key e-newsletter metrics Michelle shared: the weekly distribution list is 827 contacts ("That is up 25.9% from last year," she said) with approximately 170 new subscribers, an open rate of 31.4% (above an industry average of roughly 21.3%), and a modest decline in click rate and overall engagement. Michelle told the committee staff will review subject lines, send times and registration-form fields to better segment the list and determine resident reach.
Committee members suggested practical steps including adding a field at signup to identify residents vs. nonresidents, experimenting with A/B testing where feasible, and using QR codes on printed materials. Members discussed the limits of banner signage for driving audiences because of visibility and safety concerns while driving; Michelle said staff will research examples and sizing used elsewhere.
On social media, Michelle said Facebook continues to be the city's largest platform with growth in audience, while LinkedIn showed declines in some metrics but very strong video views. Members also discussed selectively boosting posts for strategic events such as Brentwood Bound and outreach open houses.
Website metrics prompted a question from Michelle about a confusing figure: she reported roughly 171,000 active users and said she would clarify the apparent discrepancy that 168,000 were listed as new users. Average engagement time was about 58 seconds and Parks & Rec (notably the skating rink) remained a high-traffic area. Michelle said she will meet with the website host to explore integrating social/video content into the homepage and review inbound/outbound link counts to support organic search.
On procurement updates, Michelle said the RFQ for on-call crisis communications received three qualified submissions and a review committee including parks, administration and police representatives will evaluate them. The logo and branding RFQ drew 22 submissions; Michelle said staff will screen and bring finalists and a recommendation at the next meeting. Members discussed whether hard-copy creative submissions should remain part of future RFQs and noted the review timeline will require staff time.
Next steps: Michelle will report back at the February meeting with clarifications about subscriber demographics and the website-user metrics, continue RFQ review and present recommended finalists and a crisis-communications recommendation at the next committee meeting.
