HomeMy WebLinkAbout08-31-2015 Agenda Packet - Communications Assessment1
AGENDA
SPECIAL MEETING
SARATOGA CITY COUNCIL
AUGUST 31, 2015
6:00 P.M.
SPECIAL MEETING – 6:00 P.M. – ADMINISTRATIVE CONFERENCE ROOM, CITY
HALL, 13777 FRUITVALE AVENUE
I. ORAL COMMUNICATIONS ON NON-AGENDIZED ITEMS
Any member of the public will be allowed to address the City Council for up to three (3)
minutes on matters not on this agenda. The law generally prohibits the council from
discussing or taking action on such items. However, the Council may instruct staff
accordingly regarding Oral Communications under Council Direction to Staff.
II. COMMUNICATIONS ASSESSMENT REPORT PRESENTATION &
DISCUSSION
III. ADJOURNMENT
In accordance with the Ralph M. Brown Act, copies of the staff reports and other materials provided to the
City Council by City staff in connection with this agenda are available at the office of the City Clerk at
13777 Fruitvale Avenue, Saratoga, CA 95070. Note that copies of materials distributed to the City Council
concurrently with the posting of the agenda are also available on the City Website at www.saratoga.ca.us.
Any materials distributed by staff after the posting of the agenda are made available for public review at
the office of the City Clerk at the time they are distributed to the City Council.
In Compliance with the Americans with Disabilities Act, if you need assistance to participate in this
meeting, please contact the City Clerk at 408/868-1269. Notification 24 hours prior to the meeting will
enable the City to make reasonable arrangements to ensure accessibility to this meeting. [28 CFR 35.102-
35.104 ADA title II]
Certificate of Posting of Agenda:
I, Crystal Bothelio, City Clerk for the City of Saratoga, declare that the foregoing agenda for the meeting
of the City Council was posted and available for public review on August 27, 2015, 2015 at the City of
Saratoga, 13777 Fruitvale Ave., Saratoga, CA 95070 and on the City’s website at www.saratoga.ca.us.
Signed this 27th day of August 2015 at Saratoga, California.
Crystal Bothelio, City Clerk
SARATOGA CITY COUNCIL
MEETING DATE: August 31, 2015
DEPARTMENT: City Manager’s Office
PREPARED BY: Brian Babcock, Administrative Analyst I
SUBJECT: Communications Assessment Report
RECOMMENDED ACTION:
Receive report and direct staff accordingly.
BACKGROUND:
The City Council expressed its desire during the January 2015 Council Retreat to broaden
Saratoga’s citizen engagement and communications efforts. Staff followed up by entering into a
contract with Tripepi Smith and Associates in April 2015 to conduct a communications
assessment. The purpose of the assessment was to review the City’s communication efforts and
receive feedback on where the City could improve.
Tripepi Smith’s report is attached. At the August 31 study session, Tripepi Smith will begin with
an overview of the report, followed by staff outlining recommended actions to be initiated in
Fiscal Year 2015/16. The meeting will then open up to the Council for discussion and direction.
Communications Assessment Report
As part of the assessment, Tripepi Smith held interviews with City Council Members,
Commissioners, City Staff, and residents. Meetings were also held with representatives from
local organizations, including KSAR, Santa Clara County Sheriff’s Office, Santa Clara County
Fire Department, Saratoga Library, Saratoga Chamber of Commerce, Saratoga Historical
Foundation, Saratoga News, Saratoga Union School District, Los Gatos-Saratoga Union High
School District, and West Valley College.
Tripepi Smith also reviewed data in relation to the City’s website, social media pages, and more
traditional forms of communication, such as the Median Banner Program, Saratoga Recreation
Guide, and The Saratogan.
Tripepi Smith’s report states that the City shows a “strong foundation for communications” with
room for improvement. As such, the report outlines 69 recommendations to help strengthen the
City’s communication efforts.
Implementation
Staff has already implemented some of the recommendations and will be incorporating many
others into its daily operations. Some additional items will take time to apply and would need
Council input and direction before moving forward.
Below are a few items that staff is seeking input and direction on from Council. These projects
are considered high impact projects that could possibly have the most powerful results.
Crowdsourcing
Tripepi Smith states in its report that maintaining an open line of communication with residents
is a critical aspect of City operations. Doing so helps avoid conflicts, empowers citizens, and
provides for a responsive and transparent government, which is one of the City Council’s
Strategic Goals and Objectives. Tripepi Smith also notes that Saratoga’s residents lead busy lives
focused on family and work responsibilities.
As the City moves forward with significantly large endeavors, such as the upcoming Village
Visioning Project, receiving resident input will be critical to the outcome of these projects. In
order to reach residents where they are, the City plans on using a crowdsourcing platform like
Open Town Hall or MySidewalk to ask specific questions and gather community feedback.
As Tripepi Smith also outlines in its report, creating an email database will be an important
feature in any future communication with residents. Using an email campaign to promote the
City’s crowdsourcing platforms will also be an invaluable tool in reaching busy residents who
are unable to attend workshops and meetings.
Change the Distribution Method for The Saratogan (Page 34)
Staff invests a significant amount of time and resources into creating each issue of The
Saratogan. But as Tripepi Smith states in its report, the quarterly newsletter’s reach and impact
may be diminished since it is hidden inside the Saratoga Recreation Guide. There are a few
distribution options the City could adopt: explore publishing the Recreation Guide as a double-
side publication with The Saratogan on one side, move to a completely electronic distribution
method, or go back to mailing the newsletter on its own.
Staff has received a preliminary quote from its printer regarding the production of a double-sided
Recreation Guide/Saratogan. Currently, the City pays approximately $1,700 per issue of The
Saratogan to have 14,500 copies printed and inserted into the Recreation Guide. Having The
Saratogan printed on the back of the Recreation Guide, with a second glossy page inside, would
cost approximately $1,160. However, it is unknown if this would gain more readership since
residents seeing The Saratogan would still be dependent on interest in the Recreation Guide.
Loose copies of The Saratogan for distribution at City Hall could be purchased separately for
$450 for 400 copies.
Staff has also done preliminary research on the cost of mailing the newsletter on its own. Postage
would cost approximately $2,000, and printing on a thicker paper would cost about $1,900 for a
total of $3,900 per issue. The cost could be offset by distributing the newsletter less often.
Tripepi Smith has also suggested dedicating one issue of The Saratogan to the budget. This issue
of the newsletter could replace the Budget-In-Brief document that staff creates to help educate
and inform the public about the City’s budget in a quick and illustrative way.
Revisit Website Design (Page 36)
The City Council has earmarked $75,000 for Fiscal Year 2015/16 to complete a redesign of the
website and create an intranet for internal use. The website redesign will include improvements
to the structure and navigation of the website, new website appearance and department
homepages, the option to translate website content to different languages, and introduction of a
mobile-friendly design that allows the website to adapt to any device. The improved design,
structure, and mobile access will make it easier for the public to navigate the City’s website and
access important information.
Tripepi Smith has recommended that the City take the time to create a vision paper/work plan.
Staff agrees that this would be a helpful document as the City moves forward with this project. It
will identify what the City plans to accomplish with a website redesign, list important features to
be added during the redesign, outline key project stages, detail roles of participants, and create a
timeline.
During this time, staff will also analyze data through Google Analytics and Civica. This will help
guide the end product as staff identifies the most popular pages and information. As
recommended by Tripepi Smith, staff will exclude City Hall-sourced traffic from this data,
which will give the City a clearer view of what’s more important to residents and visitors of the
website. This will most likely include a more efficient and effective search tool that will make it
easier for visitors to find the information and documents they need.
ATTACHMENTS:
Attachment A – Tripepi Smith Communications Assessment Report
1"
"
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City!of!Saratoga!
Communications!Assessment!Report!
July 2015
"
"
"
"
"
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Submitted by Ryder Todd Smith
Shannon O’Hare
Version 2.1
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2"
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Table!of!Contents!
Executive"Summary"......................................................................................................................................"4"
About"Saratoga"............................................................................................................................................."5"
The"Importance"of"Communications"........................................................................................................"5"
Engagement"Approach"Summary"............................................................................................................."6"
A"Changing"Communications"Landscape"......................................................................................................"6"
Saratoga"by"the"Numbers"............................................................................................................................."7"
Current"Communication"Methods"..............................................................................................................."8"
Website"...................................................................................................................................................."8"
Social"Media"..........................................................................................................................................."12"
Median"Banners"....................................................................................................................................."15"
Photography"..........................................................................................................................................."16"
Community"Newsletter"–"The$Saratogan"..............................................................................................."16"
Television/Video"Assets"........................................................................................................................."17"
Radio"Station".........................................................................................................................................."19"
Media"Relations"......................................................................................................................................"19"
Department"Communication"Activities"......................................................................................................"20"
City"Manager’s"Office"............................................................................................................................."20"
Recreation"and"Facilities"Department"...................................................................................................."21"
Public"Works"Department"......................................................................................................................"22"
Community"Development"Department".................................................................................................."23"
Administrative"Services"Department"....................................................................................................."24"
Partner"Agencies"and"Outside"Perspectives"..............................................................................................."24"
Santa"Clara"County"Fire"Department"......................................................................................................"24"
Santa"Clara"County"Sheriff’s"Office"........................................................................................................."25"
Santa"Clara"County"Library"District"........................................................................................................."26"
School"Districts"......................................................................................................................................."27"
West"Valley"Community"College"............................................................................................................"29"
Business"Community"and"Chamber"of"Commerce"................................................................................."29"
Observations".............................................................................................................................................."30"
Saratoga’s"Population"............................................................................................................................"30"
A"Strong"Foundation"for"Communications"............................................................................................."30"
3"
"
City"Communications"Are"Not"Reaching"Their"Full"Potential"................................................................."31"
Recommendations"....................................................................................................................................."32"
Conclusion".................................................................................................................................................."39"
Appendix"A"X"Interview"Participants"..........................................................................................................."40"
Appendix"B"–"City"Website"Email"Notification"Subscribers"........................................................................"42"
Appendix"C"–"Website"Review"...................................................................................................................."43"
Appendix"D–"Facebook"Metrics".................................................................................................................."44"
Appendix"E"–"Typical"The$Saratogan$Production"Schedule"........................................................................"45"
Appendix"F"–"Granicus"Viewership"Rates"..................................................................................................."46"
Appendix"G"–"Santa"Clara"County"Sheriff’s"Office"Media"Relations"General"Order"..................................."48"
"
"!
4"
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Executive!Summary!
The"City"of"Saratoga"engaged"Tripepi"Smith"&"Associates"to"assess"the"City's"current"communications"
strategy"and"processes,"with"the"longXterm"goal"of"strengthening"the"City's"communications"with"its"
citizens."To"this"end,"Tripepi"Smith"conducted"interviews"with"City"Councilmembers,"City"staff,"
representatives"of"partner"agencies,"and"involved"citizens"in"order"to"analyze"the"City's"existing"
communication"platforms"and"determine"how"the"City"could"improve"and"expand"its"current"
communication"methods."
City"communications"and"citizen"engagement"are"a"critical"aspect"of"city"operations."Maintaining"open"
lines"of"communication"with"residents"can"avoid"conflict,"empower"citizens"to"help"improve"their"
community,"and"deliver"on"the"myriad"benefits"of"transparency."The"City"of"Saratoga"evidences"a"strong"
foundation"for"communications"in"its"practices"and"executes"certain"aspects"of"communications"with"
consistency"and"skill."The"City"staff"also"defines"the"communications"experience"as"one"of"a"strong"
customer"service"experience"where"the"small"town"experience"allows"staff"to"focus"on"individual"
connections"with"community"residents."
The"City"of"Saratoga"is"a"bedroom"community"of"professionals"known"for"its"excellent"school"districts."
Consequently,"the"City's"demographic"largely"consists"of"busy"residents"focused"on"work"and"family"life"
rather"than"on"engaging"in"City"matters."Assessment"participants"noted"that"Saratoga"is"a"changing"
community,"with"longerXterm"residents"being"more"resistant"to"change,"while"families"new"to"the"area"
were"less"resistant"to"change"around"the"City’s"smallXtown"feel."Changes"in"the"city"are"also"evidenced"
by"increased"ethnic"diversity,"due"to"growing"Chinese"and"South"Asian"communities."
The"City"recognizes"the"benefits"of"having"an"educated"population,"while"realizing"the"challenges"of"
reaching"a"demographic"with"so"little"free"time"to"participate"in"civic"engagement."Residents"dedicate"
the"spare"time"they"do"have"to"participating"in"schoolXrelated"matters."Seizing"such"opportunities"to"
reach"residents"through"better"communications"would"serve"to"strengthen"the"City’s"ties"to"the"
community."
Media"coverage"of"Saratoga"is"consistent"with"the"size"and"relative"location"to"the"much"larger"media"
market"of"the"Bay"Area."The"City"receives"relatively"little"media"coverage"outside"of"hyperXlocal"
publications."
Over"the"years"Saratoga"has"employed"a"largely"centralized"approach"to"communications."While"
department"heads"are"empowered"to"speak"to"the"media,"City"communications"usually"flow"through"the"
City"Manager’s"Office."
With"a"small"staff"concerned"with"doing"their"very"best"for"the"community,"communications"is"often"a"
secondary"consideration"for"staff"outside"of"the"City"Manager’s"Office"in"the"hustle"of"dayXtoXday"
operations."As"a"result,"the"City"has"not"adopted"the"necessary"processes"and"procedures"required"to"
execute"an"effective"and"proactive"communications"strategy."
The"City"has"a"number"of"dedicated"communications"platforms"in"use,"as"well"as"a"strong"foundation"of"
processes"in"place"to"support"communications."The"City"has"a"quarterly"newsletter"with"strong"content,"
5"
"
regularly"authors"press"releases1,"and"has"a"good"foundation"for"developing"social"media"assets."Tripepi"
Smith’s"recommendations"generally"center"on"improving"existing"processes,"documenting"and"
formalizing"certain"policies"and"procedures,"broadening"into"other"platforms"and"leveraging"existing"
communication"channels."
Additionally,"Tripepi"Smith"identified"specific"areas"for"improvement"in"the"area"of"communications"with"
action"steps"in"each"of"those"areas."The"general"theme"in"these"areas"was"identifying"how"to"improve"
upon"existing"processes"or"to"drive"an"evolution"in"strategy"that"could"yield"stronger"communications"for"
the"City."
About!Saratoga!
The"City"of"Saratoga"is"a"suburban"community"of"over"30,000"residents"and"roughly"11,000"households"
nestled"against"the"Santa"Cruz"Mountains"in"the"heart"of"the"Silicon"Valley.2""
The"City’s"population"is"highly"educated"with"a"median"household"income"of"$159,212.3"Nearly"78%"of"
the"population"holds"a"bachelor’s"degree"or"higher.4"Saratoga"is"known"for"its"excellent"schools,"safe"
neighborhoods,"and"smallXtown"feel."Relative"to"the"surrounding"communities"in"Santa"Clara"County,"
Saratoga"is"historically"politically"conservative."5"
Saratoga’s"two"largest"ethnic"groups"are"Caucasian"(54%)"and"Asian"(41%)."35%"of"the"population"speaks"
a"language"other"than"English"at"home,"with"10.5%"of"the"population"speaking"English"less"than"“very"
well.”"The"city"has"notable"Chinese"and"South"Asian"populations,"with"22%"and"14%"of"the"City's"
population"consisting"of"these"two"ethnic"groups.""
Prompted"by"concerns"that"the"neighboring"City"of"San"Jose"would"annex"the"area,"the"City"of"Saratoga"
was"incorporated"in"1956"to"preserve"its"home"rule."The"City"is"run"in"a"small"and"efficient"manner,"and"
contracts"out"many"services"as"a"way"to"manage"costs."Staff"and"Council"often"refer"to"the"City"as"a"
“minimal"services”"city."
The!Importance!of!Communications!
Local"government"is"the"institution"of"government"closest"to"the"people."It"is"often"a"citizen’s"only"point"
of"civic"engagement"in"any"given"year."It"is"also"the"most"trusted"form"of"government,"in"part,"due"to"the"
ability"of"residents"to"interact"directly"with"elected"leaders"and"staff"in"the"course"of"everyday"life.6"
"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""
1"A"full"list"of"press"releases"from"the"City"Manager’s"Office"can"be"found"at"
http://www.saratoga.ca.us/whatsnew/press_releases.asp"
2"According"to"the"U.S."Census"Bureau,"Saratoga"had"10,940"households"from"2009X2013"
http://quickfacts.census.gov/qfd/states/06/0670280.html"
3"http://quickfacts.census.gov/qfd/states/06/0670280.html"
4"http://quickfacts.census.gov/qfd/states/06/0670280.html"
5"City"residents"voted"63%"for"Governor"Jerry"Brown"in"the"2014"election"where"the"Santa"Clara"County"Voted"73%"
for"Governor"Jerry"Brown."
6"http://www.gallup.com/poll/5392/trustXgovernment.aspx"
6"
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Building"and"consistently"executing"a"communications"plan"helps"cities"foster"an"engaged"community."By"
leveraging"established"communications"platforms"and"creating"new"ones,"cities"can"inform"residents"of"
upcoming"initiatives,"alert"citizens"to"community"meetings,"and"organize"the"community"in"response"to"
emergencies."To"see"the"most"benefit"from"their"communication"efforts,"cities"must"build"trust."Times"of"
crisis"are"not"the"best"time"to"begin"a"dialogue"with"the"community."Reactionary"communications"on"
controversial"community"issues"can"appear"artificial"and"desperate."Regular"communications"are"
essential"to"establishing"trust"with"residents.""
Saratoga"is"a"small"community"with"busy"residents"that"is"largely"underserved"by"mainstream"media"
outlets."Consequently,"the"City"cannot"rely"on"conventional"news"outlets"to"adequately"provide"
information"to"residents."This"report"documents"the"City’s"current"processes,"identifies"successes"and"
suggests"future"goals"for"the"City’s"communication"efforts.""
Engagement!Approach!Summary!
In"order"to"evaluate"the"City’s"current"communications"strategy"and"processes,"Tripepi"Smith"met"with"
leadership"from"departments"within"the"City"as"well"as"outside"agencies"and"community"influencers"that"
either"create"or"consume"City"communications."These"interviews"allowed"Tripepi"Smith"to"assess"
existing"communications"from"both"internal"and"external"viewpoints."For"a"full"list"of"assessment"
participants,"see"Appendix"A."
Having"completed"the"interview"process"outlined"above,"Tripepi"Smith"set"about"documenting"existing"
processes"and"platforms,"identifying"opportunities"for"improvement"in"City"communications"and"
surfacing"best"practices"that"the"City"could"most"effectively"integrate"into"existing"processes."
Consideration"was"given"to"organizational"culture"and"fiscal"viability."
In"addition"to"evaluating"the"City’s"communications,"Tripepi"Smith"was"asked"to"identify"and"formulate"
recommendations"for"electronic"platforms"to"increase"the"reach"of"existing"communications."The"
observations"and"recommendations"included"in"this"document"are"intended"to"act"as"a"starting"point"for"
the"City,"and"may"change"due"to"budgetary"and"staff"considerations."Emphasis"was"placed"on"common"
solutions"like"enhancing"the"existing"website,"leveraging"social"media"more"extensively"or"further"
leveraging"emails"tools.!
A!Changing!Communications!Landscape!
During"the"course"of"the"interview"process,"staff"and"community"members"repeatedly"stated"that"
Saratogans"largely"get"their"information"from"word"of"mouth."The"decline"of"the"local"newspaper"across"
America"and"concurrent"rise"of"the"Internet"has"diversified"sources"for"local"news."The"situation"is"made"
more"complex"by"the"consolidation"of"newspapers"in"the"Bay"Area"and"the"rise"of"a"highly"saturated"
market"in"remaining"outlets."Saratoga’s"conventional"media"market"is"dominated"by"San"Francisco"and"
San"Jose."As"a"result,"conventional"media"can"not"be"counted"on"to"cover"the"local"news"that"relates"to"
the"City"government"and"would"be"important"to"residents."
Additionally,"residents"have"significantly"evolved"the"tools"they"use"to"gather"information."For"large"
numbers"of"residents,"this"is"through"the"Internet"and"delivered"on"traditional"computers"or"mobile"
7"
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phones."The"information"may"come"from"social"media,"online"newspaper"sites,"bloggers"or"the"City’s"
own"platforms."The"possible"channels"of"communication"have"only"increased,"so"delivering"messages"to"
residents"requires"the"dissemination"of"information"across"all"available"platforms"to"reach"the"widest"
possible"audience."
Saratoga!by!the!Numbers!
The"City"of"Saratoga"has"a"number"of"different"means"and"methods"for"communicating"with"its"
residents,"and"each"channel"allows"for"an"opportunity"to"reach"residents"in"a"slightly"different"way."An"
effective"communications"effort"will"focus"on"using"the"platforms"that"residents"are"most"comfortable"
with,"and"can"include:"websites,"email"campaigns,"social"media"accounts,"print"advertising,"and"
television"spots."
Understanding"size"and"characteristics"of"the"audience"is"important"to"setting"goals"and"defining"
engagement"success."The"chart"below"illustrates"the"various"market"metrics"to"evaluate"the"total"
potential"audience"and"existing"audience"for"communications.""
7"
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7"Saratoga"ResidentsX"http://quickfacts.census.gov/qfd/states/06/0670280.html"
Facebook"Users"numbers"gathered"from"Facebook"Business"Manager"Ad"Service"
Number"of"Registered"Voters"and"Voters"in"Local"Election"
https://www.sccgov.org/sites/rov/Statistics/Documents/sov/2014/E101_SOV_Final.xls"
Voters"in"November"2014"ElectionX"
http://results.enr.clarityelections.com/CA/Santa_Clara/54209/149818/Web01/en/summary.html"
Households"X"http://quickfacts.census.gov/qfd/states/06/0670280.html"
Recreation"Constant"Contact"mailing"list"and"Business"License"numbers"provided"by"staff"
Facebook"Likes"as"of"6/29.2015"
X
5,000"
10,000"
15,000"
20,000"
25,000"
30,000"
35,000"Saratoga!by!the!Numbers
8"
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Current!Communication!Methods!
Website!
City"websites"can"be"one"of"the"most"powerful"tools"for"communications"with"the"public."The"website"
can"serve"as"a"platform"for"the"latest"news"and"developments"in"the"City,"a"showcase"for"economic"
development"and"tourism,"and"a"place"to"download"forms"and"conduct"City"business.""
City"staff"and"Council"members"identified"the"City"website"as"a"communications"platform"due"for"an"
update"in"the"near"future."Each"department"has"been"empowered"to"add"content"to"the"City"website"
and"multiple"staff"members"can"add"to"the"City"of"Saratoga"website"home"page,"yet"most"content"on"the"
home"page"is"static"and"does"not"receive"regular"updates."There"is"no"process"for"determining"what"
content"is"displayed"on"the"home"page,"or"when"individual"pages"are"reviewed"for"updates."The"City"
does"not"have"a"designated"website"editor"or"policy"determining"access"rights"to"the"City"website."
Currently,"Administrative"Analyst"Brian"Babcock"and"City"Clerk"Crystal"Bothelio"manage"the"majority"of"
content"on"the"home"page."
Residents"can"subscribe"for"notifications"regarding"website"updates"and"City"communications."For"
metrics"of"resident"subscriptions,"see"Appendix"B"–"City"Email"Notification"Subscribers.8"
Staff"communicated"a"desire"for"increased"search"engine"optimization"(SEO)"capabilities"for"the"City"of"
Saratoga"website."While"a"full"SEO"audit"is"beyond"the"scope"of"this"assessment,"Tripepi"Smith"noted"
some"basic"SEO"observations"and"best"practices"for"the"City"to"implement"on"the"website."For"additional"
observations"and"critiques"of"the"website,"see"Appendix"C"–"Website"Review."
Website!Analytics!
The"City"installed"Google"Analytics"on"the"City’s"website"in"November"2014."Google"Analytics"provides"
an"array"of"information"about"website"visitors,"content"popularity,"overall"traffic"volumes"and"visitor"
platforms"of"choice"used"to"access"the"website."Previously,"the"City"had"relied"on"Civica's"proprietary"
analytics"program"to"collect"information"about"website"use.""
Review"of"these"website"statistics"is"an"important"part"of"executing"a"website"strategy."The"City"can"
gauge"the"interest"of"the"public"in"certain"issues"based"on"the"relative"traffic"volume"of"certain"pages."
The"City"does"not"regularly"review"its"Google"Analytics"metrics,"although"staff"in"the"City"Manager’s"
Office"occasionally"viewed"Civica’s"analytics."Tripepi"Smith"has"executed"a"website"metrics"review"as"part"
of"its"assessment"process."
"!
"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""
8"City"website"policy"can"be"viewed"here:"http://www.saratoga.ca.us/about/website_policy.asp"
9"
"
Top!10!MostCVisited!Webpages!
The"ten"mostXvisited"webpages"of"the"City"of"Saratoga"website"are"listed"below."The"data"is"pulled"from"
looking"back"at"all"available"activity"(starting"on"November"8,"2014)."Predictably,"the"mostXvisited"page"
on"the"website"is"the"home"page."However,"the"level"of"interest"in"the"Recreation"&"Facilities"page"may"
reflect,"in"part,"the"effectiveness"of"the"Recreation"Department’s"email"campaign"efforts"and"online"
registration"process"in"addition"to"the"community’s"general"interest"in"recreation"programming."
"
"
!
$!
0
5000
10000
15000
20000
25000
30000
35000
40000
Top!10!Most 5Visited!Pages
Page"Views
10"
"
Website!Traffic!by!Device!
Visitors"to"the"website"are"primarily"using"desktop"computers,"but"roughly"20%"of"visitors"use"mobile"
phones"and"9%"use"tablet"devices."Though"the"website"is"viewable"on"mobile"devices,"it"is"not"optimized"
for"mobile"users."
"
Website!Traffic!by!Source!
Like"many"websites,"Google"Search"is"the"primary"source"of"traffic"to"the"City"website."Google"
Webmaster"Tools"has"not"been"enabled"on"the"City"website."Consequently,"it"is"not"possible"to"see"all"
search"terms"visitors"type"into"search"engines"to"find"the"City"website.""
Website"Traffic"by"Device
Desktop Mobile Tablet
11"
"
9!
$!
"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""
9"Large"volume"of"direct"traffic"possibly"caused"by"internal"traffic"by"staff"
12"
"
Website!Traffic!by!Geography!!
Traffic"to"the"website"largely"comes"from"Saratoga"and"its"surrounding"communities."This"is"expected"
behavior,"particularly"given"that"Saratoga"is"a"not"significant"tourist/travel"destination."
Please"note"that"geographic"information"could"be"inaccurate"in"some"cases"based"upon"technical"issues"
and"bestXguess"geolocation"by"IP"address."Additionally,"residents"who"are"working"outside"city"limits"
could"be"accessing"the"website."It"should"also"be"noted"that"Google"Analytics"is"not"currently"set"to"
exclude"traffic"coming"from"within"City"Hall,"so"some"data"is"a"result"of"City"staff"using"the"website."
"
Social!Media!
Social"media"is"a"powerful"tool"that"is"flexible,"can"target"specific"segments"of"the"community,"and"is"
costXeffective."Unlike"traditional"media,"social"media"has"the"potential"for"enhanced"connectivity"and"
ongoing"direct"engagement"with"residents,"as"it"allows"for"twoXway"communication."According"to"Pew"
Research"Center,"80%"of"adults"online"use"social"networking"sites."Although"social"media"is"still"used"at"
higher"rates"by"young"adults,"Facebook"use"by"online"adults"age"65"and"over"is"at"56%"as"of"September"
2014.10""
""
"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""
10"Maeve"Duggan,"Nicole"B."Ellison,"Cliff"Lampe,"Amanda"Lenhart"and"Mary"Madden."Social$Media$Update$2014."
Pew"Research"Center’s"Internet"Project,"9"Jan."2015."http://www.pewinternet.org/2015/01/09/socialXmediaX
updateX2014/"
0
2000
4000
6000
8000
10000
12000
14000
San"Jose Saratoga San"Francisco Cupertino Santa"Clara
Traffic!to!Website!5 Top!5!Cities
Visits"to"Website
13"
"
The"City"has"the"following"social"media"accounts:"
!City!of!Saratoga!Social!Media!Accounts!
Social!Media!Account!Social!Media!Manager!
Number!of!
Likes/Followers/Subscriptions11!
City"of"Saratoga"Nextdoor"City"Manager’s"Office"2,394"
City"Hall"Facebook"Page"City"Manager’s"Office"653"
Saratoga"Recreation"Facebook"
Page"
Saratoga"Recreation"
Department"552"
City"of"Saratoga"Nextdoor"Active"
Users12"City"Manager’s"Office"164"
City"of"Saratoga"LinkedIn"Account"Human"Services"Department"104"
Saratoga"City"Hall"YouTube"
Account"City"Manager’s"Office"17"
@CityofSaratoga"Twitter"Account"City"Manager’s"Office"85"
@SaratogaCM""James"Lindsay""39"
"
The"City"Manager’s"Office"is"responsible"for"all"City"Hall"social"media"efforts,"including"producing"content"
for"the"City’s"Facebook,"Nextdoor.com"and"Twitter"accounts"as"well"as"producing"and"filming"video"
content"for"the"City’s"YouTube"and"Vimeo"accounts."
Social"media"metrics"are"not"collected"and"documented"on"a"regular"basis,"although"staff"reviews"social"
media"metrics"in"passing."Staff"views"Nextdoor.com"as"driving"more"public"comment"and"event"
attendance,"although"Facebook"receives"a"fair"amount"of"public"attention"as"well."
The"City"has"a"social"media"policy,"and"noted"at"one"point"that"Nextdoor.com"and"Facebook"were"
underutilized.13"The"City"makes"a"point"of"posting"information"that"will"gain"quality"engagement"from"
residents"who"will"have"a"continued"interest"in"City"affairs."The"City"does"not"monitor"or"contribute"to"
the"City’s"Yelp,"Wikipedia,"or"other"external"digital"assets."The"City"coordinates"communications"with"the"
Santa"Clara"County"Sheriff’s"Department"when"there"are"joint"functions"(neighborhood"watch"and"public"
safety"forums)"coXhosted"by"the"City"and"the"Department."
Facebook!
The"City"Manager’s"Office"experimented"with"“Boosting”"Facebook"posts"to"reach"a"wider"audience14."
The"City"ran"one"Facebook"Ad"campaign"to"attract"more"“Likes”"to"the"Page,"but"has"not"run"ad"
campaigns"on"Twitter,"YouTube"or"Vimeo."The"City"started"a"hashtag"(#SaratogaCA)"for"social"media"
accounts"in"an"effort"to"provide"residents"with"centralized"conversation"tracking."
"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""
11"Data"sampled"in"May"2015"
12"Defined"as"active"users"in"the"last"30"days"as"of"the"sampling."
13"For"the"City"of"Saratoga"social"media"policy"see:"
http://saratoga.granicus.com/MetaViewer.php?view_id=9&clip_id=725&meta_id=29900"
14"To"date,"the"City"Manager’s"Office"has"spent"$20.00"on"a"page"advertising"campaign"and"$65.00"Boosting"posts"
14"
"
The"Recreation"Department"maintains"a"“Saratoga"Recreation”"Facebook"Page."Multiple"staff"can"
contribute"content"to"the"Page,"but"partXtime"employee"Tiffany"Hsia"primarily"manages"the"Page."Staff"
has"experimented"with"multiple"approaches"to"the"asset,"but"hasn’t"observed"the"Page"to"be"a"powerful"
tool"for"program"participation."The"Department"has"experimented"with"paying"modest"amounts"to"
“Boost”"Facebook"Page"Posts"to"reach"a"wider"audience,"but"did"not"observe"tangible"results"from"these"
efforts."Staff"also"ran"a"contest"to"“Like”"the"Recreation"Facebook"Page"by"giving"away"a"Starbucks"gift"
card,"but"did"not"experience"an"increase"in"activity"due"to"this"effort,"either."To"see"comparison"metrics"
of"City"Facebook"audiences,"see"Appendix"D"–"Facebook"Metrics.""
Twitter!
The"City"Manager’s"Office"uses"a"Twitter"account"to"share"information"with"the"public."The"Manager’s"
Office"does"not"crossXpost"between"Facebook"and"Twitter,"preferring"to"play"to"the"strengths"of"each"
platform."The"City"regularly"Retweets"content"from"partner"agencies,"and"incorporates"pictures"and"
video"in"order"to"get"the"most"mileage"out"of"the"platform."The"City"has"not"engaged"with"members"of"
the"media"via"Twitter"or"run"Twitter"ads"to"build"a"larger"following.""
LinkedIn!
The"Human"Resources"department"currently"maintains"and"contributes"to"the"City’s"LinkedIn"account,"
which"is"used"almost"exclusively"for"job"recruitment"purposes."HR"previously"had"its"own"LinkedIn"
account,"but"that"account"is"no"longer"in"use."
Nextdoor.com!
Saratoga’s"Nextdoor.com"account"consists"of"34"active"neighborhoods."City"staff"worked"with"Nextdoor"
to"create"neighborhood"boundaries"based"on"physical"divisions,"characteristics"and"community"interests."
Soon"after"Nextdoor"launched,"the"first"residents"to"sign"up"for"Nextdoor"in"a"neighborhood"had"the"
ability"to"redefine"neighborhood"boundaries."Consequently,"some"neighborhood"boundaries"were"reset"
during"the"process."The"platform"has"3,294"registered"members,"with"165"of"those"members"active"
within"the"past"30"days."Staff"noted"that"activity"on"Nextdoor.com"is"generally"in"line"with"the"intention"
of"the"platform"and"has"little"negative"activity."Comments"staff"see"(the"City"can"only"see"responses"to"
City"postings)"on"Nextdoor.com"relating"to"City"projects"are"sent"to"the"department"responsible"for"the"
project"and"added"to"the"project"list’s"comments"section."For"example,"when"a"handful"of"people"had"
comments"about"a"proposed"noise"ordinance"update,"public"comments"were"added"to"the"list"of"
comments."
15"
"
"
Figure$1$Map$of$Saratoga$neighborhoods$on$Nexdoor.com$
"
Median!Banners!
Saratoga"introduced"a"median"banner"program"and"corresponding"policy"in"late"201315."There"are"seven"
banner"locations"throughout"the"city"in"highXtraffic"areas"deemed"the"most"visible"and"safe"for"traffic."
Banner"locations"are"available"for"City"use"and"qualifying"community"organizations,"as"outlined"in"the"
median"banner"policy."The"City"fully"manages"the"Median"Banner"Program"and"maintains"a"priority"on"
banner"location"reservation."Due"to"concerns"from"the"community"regarding"the"aesthetics"of"
continuously"displaying"banners,"some"City"banner"locations"are"left"unused"at"times."The"City"
Manager’s"Office"coordinates"with"the"City’s"Public"Works"Manager"of"Parks"Maintenance"on"banner"
rotation."
Community"organization"may"request"and"use"median"banner"locations"to"promote"their"events."Most"
organizations"use"three"to"four"banner"locations"at"one"time,"though"the"City"goes"through"times"where"
no"banners"locations"are"booked,"and"where"the"banner"locations"are"fully"booked."The"fee"is"$30.00"per"
"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""
15"Median"Banner"Policy"can"be"found"at:"http://www.saratoga.ca.us/civicax/filebank/blobdload.aspx?BlobID=7874"
16"
"
location"for"up"to"two"weeks"and"the"policy"is"first"come,"first"served."The"process"requires"a"formal"
application,"payment"for"locations,"and"a"mockup"of"what"the"draft"banner"looks"like."
The"City"conducted"a"survey"of"community"groups"regarding"the"effectiveness"of"the"banner"program"
and"received"positive"feedback."City"staff"also"generally"affirmed"that"banners"are"one"of"the"most"
effective"advertising"platforms"for"City"information"and"to"support"community"programs."
Photography!
Saratoga"does"not"have"a"dedicated"staff"photographer,"though"a"2014"summer"photography"intern"
developed"some"photographic"assets"for"the"City."City"Clerk"Crystal"Bothelio"or"Administrative"Analyst"
Brian"Babcock"takes"photographs"at"City"Council"meetings,"and"the"City"Manager’s"Office"is"investing"in"a"
highXquality"camera."Photographs"are"stored"on"a"shared"City"directory"folder"accessible"to"all"staff"
members."All"photographs"from"Saratoga’s"2014"summer"intern"are"stored"on"that"same"drive"and"
accessible"to"all"staff"members."Although"primarily"used"by"the"City"Manager’s"Office,"other"
Departments"have"used"the"photographs"on"occasion."When"needed,"the"City"Manager’s"Department"
uses"Bing"search"to"source"royaltyXfree"photography."""
Recreation"staff"primarily"gathers"photographic"assets"via"camera"phone"or"solicits"pictures"of"recreation"
programming"from"class"instructors."Occasionally,"staff"in"other"departments,"such"as"Public"Works,"will"
take"pictures"of"projects"in"progress."
Community!Newsletter!–!The$Saratogan!
The$Saratogan"is"a"quarterly"newsletter"distributed"to"each"resident"as"an"insert"in"the"City’s"Recreation"
Program"Catalog."Each"issue"of"The$Saratogan$has"a"loose"theme"centered"on"City"functions"and"features"
such"as"parks,"public"safety"or"upcoming"projects."Additional"copies"of"The$Saratogan"are"available"in"
coffee"shops,"newspaper"racks,"the"library,"Chamber"of"Commerce,"and"the"BookXgoXRound.""
Staff"presents"preliminary"topics"and"story"ideas"for"The$Saratogan"at"City"Council"meetings."Council"
members"recommend"topics"for"the"upcoming"issue."The"Administrative"Analyst"is"responsible"for"the"
production"process"and"writes"all"content"for"the"publication."Content"creation"takes"three"to"four"days"
per"newsletter."Administrative"Analyst"Brian"Babcock"uses"Adobe"Creative"Suite"software"for"the"layout"
of"The$Saratogan."The"budgeted"expense"for"the"newsletter"is"$7,000"per"year"for"printing"and"insertion"
into"the"Recreation"Guide."The"City"prints"approximately"12,500"units"of"each"issue."For"a"typical"
publication"cycle"for"The$Saratogan,"see"Appendix"E."
Relative"to"many"city"publications"Tripepi"Smith"has"reviewed,$The$Saratogan"contains"features"critical"
to"a"strong"newsletter."Specifically,"the"publication"does"a"good"job"of"featuring"new"hires,"profiling"key"
staff"and"members"of"the"community,"featuring"a"Q&A"section"on"City"functions"and"procedures,"and"
weaving"themes"into"each"edition."
Readership"is"unknown,"although"staff"rarely"receives"feedback"on"the"publication."To"save"on"postage"
costs,"the"City"distributes$The$Saratogan$as"an"insert"in"the"Recreation"Catalog."However,"members"of"
the"community"Tripepi"Smith"spoke"with"noted"that,"relative"to"the"size"of"the"population,"few"residents"
participate"in"Recreation"programming."Consequently,"many"residents"discard"the"Catalog"without"
17"
"
reading"the"cover"or"noticing"that"a"City"newsletter"is"inside."City"Staff"also"recognized"that"the"
newsletter"is"discarded"along"with"the"Recreation"Catalog."The"City"is"in"the"process"of"considering"
supplementing"the"print"publication"with"an"electronic"edition"or"moving"to"a"completely"digital"edition"
of"the"newsletter."
"
"""""""""
Figure$2:$Summer$2015$edition$of$The$Saratogan$
Television/Video!Assets!
The"City"Manager’s"Office"is"the"primary"content"creator"for"the"City’s"video"assets,"YouTube"and"Vimeo."
When"highlighting"city"projects,"the"City"Manager’s"Office"will"coordinate"with"other"Departments"to"
create"the"script"and"film"the"footage."Generally,"City"Council"members"make"suggestions"for"new"video"
content."Videos"are"shared"with"the"City’s"public"and"government"access"station,"KSAR.""
""
18"
"
"
Video!YouTube!Views16!Vimeo!Views!
Quarry"Tour"915"587"
Garbage,"Recycling,"and"Green"
Waste"639"
185"
State"of"the"City"2014"267"116"
Introducing"Captain"Rick"Sung"208"40"
Village"Enhancements"X"Stage"II"191"71"
Prospect"Road"Improvement"
Project"143"
262"
Quito"Road"PSA"116"22"
State"of"the"City"2013"63"312"
Happy"Holidays"62"N/A"
Quito"Bridges"Replacement"
Projects"36"
183"
Candidate"Forum"2014"8"4"
"
KSAR!
KSAR"is"the"government"and"community"access"station"for"the"City"of"Saratoga."KSAR"is"broadcast"live"
through"Granicus,"on"channel"15"on"Comcast,"and"Channel"99"on"AT&T"UXVerse"(shared"with"other"Bay"
Area"public"access"stations)."KSAR"was"a"joint"venture"between"West"Valley"College"and"the"City"of"
Saratoga"and"shares"studio"facilities"with"West"Valley"College."KSAR"was"moved"to"a"nonprofit"structure"
in"the"midX2000s"after"cuts"to"the"budget"supporting"local"government"access."There"have"been"talks"
about"how"to"scale"KSAR’s"efforts,"including"some"discussions"about"collaborating"with"the"MidX
Peninsula"Community"Media"Center"cable"access"JPA."KSAR"has"one"partXtime"program"manager"and"
contracts"all"other"videography"staffing."KSAR’s"bylaws"require"that"the"Board"consist"of"a"mix"of"
community"volunteers"and"the"following"CityXrelated"positions:"
¥!A"Saratoga"City"Council"voting"member"
¥!A"representative"voting"member"from"the"City"government"of"Saratoga"
¥!One"representative"voting"member"from"West"Valley"College"
¥!4X12"additional"members,"the"majority"being"residents"of"Saratoga"who"are"subscribers"to"the"
Saratoga"cable"TV"system"
The"City"contracts"with"KSAR"for"filming"City"Council"and"Planning"Commission"meetings"and"indexing"
video"into"the"Granicus"software"solution"($700/meeting)."KSAR"also"manages"the"public"access"station"
for"an"annual"amount"of"$24,000."The"City"will"occasionally"contract"with"KSAR"at"a"separate"rate"for"
additional"programming"or"producing"internal"video"footage."KSAR"is"currently"working"with"the"City"on"
the"upcoming"contract"in"2016"to:"provide"an"annual"amount"with"City"Council"Meetings"and"Planning"
Commission"meetings;"and"itemize"special"events"and"other"video"services."At"the"time"of"this"
"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""
16"Views"as"of"May"9,"2015"
19"
"
assessment,"the"City"and"KSAR"are"in"the"process"of"putting"together"a"proposal"for"KSAR"to"use"
approximately"$100,000"of"PEG"funds"(public"access"funds:"public,"education"and"government)"to"buy"
new"equipment"that"KSAR"would"own."
Meetings"are"available"on"the"KSAR"cable"station,"as"well"as"hosted"on"the"City’s"website"and"KSAR’s"
website"via"Granicus."KSAR"programming"is"not"available"in"highXdefinition"due"to"a"lack"of"an"HD"cable"
line"feeding"the"station,"though"programming"is"open"to"any"community"member"that"meets"the"KSAR"
programming"standards."KSAR"volunteers"recently"started"rebroadcasting"Santa"Clara"County"Board"of"
Supervisors"Meetings"by"downloading"meetings"off"the"web.""
A"community"bulletin"board"consisting"of"a"mix"of"video,"jpeg"images"and"text"runs"on"a"loop"when"there"
is"available"programming"space."Items"for"the"bulletin"board"are"sent"by"community"organizations"to"the"
KSAR"program"manager."Volunteers"from"KSAR"will"also"shoot"footage"for"the"bulletin"board"on"a"Canon"
camera,"but"KSAR"is"rarely"paid"commission"for"additional"video"services.""
No"metrics"or"viewership"rates"are"available"for"the"KSAR"station"or"KSAR"website,"though"Granicus"
provides"metrics"on"digital"viewership."1,866"views"of"KSAR"programming"occurred"through"the"live"feed"
in"the"previous"12"months."In"the"course"of"this"assessment,"Tripepi"Smith"informed"staff"that"Granicus"
metrics"were"available."For"a"full"list"of"metrics"associated"with"the"Granicus"platform,"see"Appendix"F."
Staff"noted"that"KSAR"has"seen"a"gradual"decline"in"community"participation"in"creating"programming."
The"KSAR"station"manager"reaches"out"to"students"at"West"Valley"College"to"recruit"programming;"
generally,"these"shows"do"not"last"longer"than"one"school"year"cycle"and"there"are"no"standing"college"
courses"at"West"Valley"College"that"give"credit"for"producing"a"show"on"KSAR."Efforts"to"reach"out"to"
local"high"schools"to"provide"programming"content"have"been"similarly"unsuccessful.""
Radio!Station!
Currently,"the"City"does"not"develop"material"for"the"City’s"radio"station,"1610"AM."The"City"Manager’s"
Office"is"responsible"for"developing"all"content"on"the"radio"station,"which"is"recorded"in"a"conference"
room"in"City"Hall."Content"for"the"radio"station"is"not"regularly"updated"because"other"efforts"are"a"
higher"priority."
Previously,"the"City"rotated"material"for"the"radio"station"a"couple"times"a"month,"pulling"from"various"
community"events."The"City"does"not"currently"promote"the"radio"station"or"solicit"material"from"
partner"agencies"to"include"in"the"radio"station"content.""
Media!Relations!
Located"in"the"competitive"Bay"Area"media"market,"Saratoga"television"outlets"or"radio"stations"rarely"
cover"City"news,"according"to"staff"(Tripepi"Smith"did"not"execute"a"media"audit"as"part"of"this"
communications"assessment)."The"City"has"one"weekly"publication"that"is,"anecdotally,"thought"to"be"
widely"read"by"the"community:"The$Saratoga$News$(owned"by"the"Bay$Area$News$Group)."Most"staff"
observed"this"is"the"only"paper"that"will"reliably"cover"City"affairs,"but"noted"that"larger"regional"issues"
(mainly"related"to"school"districts)"will"be"picked"up"by"the"Mercury$News$or"other"regional"news"outlets."
The"Saratoga$News$is"delivered"on"an"irregular"basis"to"residents"free"of"cost,"or"accompanying"delivery"
20"
"
of"the"Mercury$News."Copies"of"the"paper"are"also"available"for"sale."Community"members"have"
commented"that"The$Saratoga$News"readership"is"thought"to"be"declining."With"the"exception"of"
breaking"news"events,"television"and"radio"media"rarely"cover"City"affairs."The"City"Manager’s"Office"
does"not"currently"cultivate"relationships"with"reporters"outside"of"staff"at"The$Saratoga$News."
The"City"does"not"have"a"media"policy"that"identifies"the"protocol"of"handling"media"inquiries."Currently,"
the"City"Manager’s"Office"acts"as"the"central"point"of"contact"for"press"contact"and"press"release"
creation,"but"subject"matter"experts"on"staff"are"empowered"to"answer"questions"from"the"press."Other"
Departments"occasionally"create"and"send"their"press"releases,"usually"focusing"on"programming."Staff"
notifies"the"City"Manager"of"press"inquiries,"but"press"releases"are"not"sent"to"internal"stakeholders"or"
partner"agencies.""
The"City"has"no"official"policy"dictating"what"news"items"warrant"a"press"release,"nor"does"the"City"track"
press"release"coverage"in"the"newspaper."Prior"to"hiring"the"Administrative"Analyst"Brian"Babcock,"the"
City"had"an"outdated"press"release"list."The"list"is"now"updated"regularly."
Department!Communication!Activities!
City!Manager’s!Office!
The"City"Manager’s"Office"is"the"center"of"communications"for"the"City"of"Saratoga."The"City"does"not"
employ"a"fullXtime"Public"Information"Officer;"instead,"the"City"Manager"serves"as"the"central"point"of"
contact"for"communications"with"partner"agencies."Administrative"Analyst"Brian"Babcock"fulfills"many"of"
the"duties"of"a"traditional"Public"Information"Officer,"along"with"his"additional"job"responsibilities."
Currently,"the"Administrative"Analyst’s"communication"responsibilities"span"a"number"of"communication"
items"including:"
¥!Primary"author"of"press"release"and"media"contact"
¥!Content"provider"for"Saratoga"website"
¥!Social"media"manager"and"primary"content"creator"for"City"Hall"Facebook,"Twitter,"YouTube"and"
Nextdoor"accounts"
¥!Author"of"City"Newsletter"The$Saratogan"
¥!Staff"seat"on"KSAR"board"
¥!Responsible"for"City"content"on"1610"AM"
The"City"Manager’s"Office"also"produces"a"weekly"internal"City"Manager"update"memo"with"information"
and"department"activities"intended"for"Department"heads"and"Councilmembers."The"document"serves"
as"a"briefing"to"keep"key"parties"apprised"of"City"projects,"initiatives"and"news."Some"Department"heads"
forward"on"the"memo"to"staff,"while"other"staff"reported"they"do"not"get"that"memo."
City!Clerk’s!Office"
The"level"of"transparency"in"a"City"is"often"most"apparent"when"residents"interact"with"the"Office"of"the"
City"Clerk."The"Clerk’s"Office"has"the"responsibility"of"maintaining"the"integrity"of"the"City"and"the"trust"
of"the"residents"by"keeping"and"providing"accurate"and"accessible"records"to"the"public,"fulfilling"Public"
Information"Act"requests,"and"recruiting"for"all"City"Commission"vacancies."Staff"estimated"that"Council"
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meetings"generally"have"a"handful"of"people"in"attendance,"although"many"of"the"same"community"
members"attend"each"meeting."
The"City"collects"speaker"slips"from"each"speaker"at"Council"meetings."Previously,"speaker"slips"were"only"
scanned"for"the"City’s"internal"document"repository"system."Recently,"the"City"started"publishing"the"
speaker"slips"online"through"the"Granicus"software."Although"the"City"collects"email"addresses"on"each"
speaker"slip,"the"information"is"only"used"for"individual"followXup"items."
The"City"Clerk,"Crystal"Bothelio,"currently"shares"website"maintenance"responsibilities"with"staff"in"
various"departments."The"City"Clerk"also"has"elevated"access"to"the"backend"of"the"Civica"Content"
Management"System.""
Recreation!and!Facilities!Department!
The"Recreation"and"Facilities"Department"is"responsible"for"the"administration"of"City"recreation"
programs"and"facility"rentals."The"Recreation"Department"is"often"one"of"the"most"powerful"public"
points"of"contact"for"a"City."Recreation"programming"can"help"solidify"a"sense"of"community"and"
increase"the"number"of"positive"interactions"with"government"services"and"servants."The"Department"
has"1,114"participants"in"programs"in"the"past"year,"with"593"participants"residing"in"Saratoga"and"the"
remaining"521"participants"residing"in"other"communities."
The"Recreation"and"Facilities"Department"is"the"only"department"Tripepi"Smith"observed"as"having"an"
online"option"for"residents"to"conduct"City"business."Since"2003,"the"Department"has"used"RecTrac"
software"(http://www.vermontsystems.com/web.wsc/index.htm?id=8)"to"manage"online"recreation"
program"registration"and"management.""
The"largest"Communications"platform"the"Department"uses"is"the"quarterly"Recreation"Activity"Guide,"
which"is"sent"to"all"residents"of"Saratoga"via"mail"and"made"available"on"the"City’s"website."Printing"costs"
on"the"Catalog"are"$22,000"each"year"plus"mailing"costs,"which"are"a"portion"of"the"$18,000"the"City"
spends"annually"on"postage"for"the"joint"catalog/Saratogan"newsletter"mailing.""
The"Department"has"a"partXtime"employee,"Tiffany"Hsia,"who"creates"the"graphic"design"portion"of"the"
Catalog"in"Adobe"Creative"Suite."Hsia"also"designs"the"majority"of"the"flyers"produced"by"the"
Department."The"Recreation"and"Facilities"Department"either"distributes"flyers"along"the"community"
wall"at"the"recreation"facility"or"through"direct"mail"to"prior"participants"of"popular"programs."Four"times"
a"year,"the"Department"distributes"flyers"to"local"schools,"usually"to"advertise"upcoming"camps."
The"Department"has"used"the"email"marketing"platform"Constant"Contact"(www.constantcontact.com)"
to"publicize"events"since"2006—currently,"the"master"list"consists"of"8,941"email"contacts."Staff"collects"
emails"through"class"registration,"email"signXups"to"Constant"Contact,"and"signXups"on"the"City"website."
The"Department"sends"monthly"emails"promoting"upcoming"programming,"as"well"as"additional"email"
campaigns"when"the"Activity"Guide"has"been"published."The"Department"also"uses"the"Survey"feature"in"
Constant"Contact"to"gain"feedback"on"program"offerings"from"customers."Staff"noted"that"there"is"a"
material"connection"between"engagement/enrollment"and"the"execution"of"email"campaigns."Tripepi"
Smith"reviewed"metrics"on"the"Constant"Contact"account"and"observed"a"trailing"three"month"Open"
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Rate"of"27%"with"a"click"rate"of"nearly"16%"These"are"very"high"numbers"and"reflect"a"positively"engaged"
email"audience"for"the"Department."The"email"list"represents"the"single"most"significant"repository"of"
resident"engagement"and"contact"information"that"the"City"possesses."
The"Department"occasionally"coordinates"with"the"City"Manager’s"Office"on"joint"messaging,"but"there"is"
no"ongoing"routine"contact"between"the"two"Departments."Staff"has"not"used"the"City"radio"station"or"
local"public"access"station"KSAR"to"promote"any"of"its"programming."However,"Staff"is"looking"for"a"
volunteer"videographer"to"help"publicize"some"of"its"programming.""
Staff"finds"word"of"mouth"personal"interaction"with"residents"to"be"one"of"the"most"powerful"tools"the"
Department"has"to"promote"its"programming."Staff"also"identified"information"tables"at"community"
events"as"effective"in"recruiting"for"Recreation"programming.""
The"Department"has"experimented"or"initiated"other"outreach"measures."The"Department"maintained"a"
blog"for"about"six"months,"but"abandoned"it"due"to"the"amount"of"time"it"required"to"keep"fresh"with"
content."Department"contractors"or"staff"provide"all"photography"for"the"Department,"sometimes"via"
camera"phone."The"Department"has"set"up"a"Yelp"account"but"does"not"maintain"it.""
Staff"identified"confusion"between"the"City"of"Saratoga"Recreation"Department"and"the"Los"GatosX
Saratoga"Recreation"Department"as"an"ongoing"challenge."Staff"and"community"interviewees"noted"that"
the"relatively"large"size"of"the"Los"GatosXSaratoga"Recreation"Department,"its"close"relationship"with"the"
school"districts"in"the"area,"and"its"shared"instructors"with"Saratoga"Recreation"lead"to"
challenges/competition"in"attracting"program"participants"for"the"City"programs."This"competition"has"
also"reportedly"created"confusion"about"which"recreation"agency"is"offering"which"classes.""
Public!Works!Department!
The"Saratoga"Public"Works"Department"oversees"three"divisions:"Engineering,"Streets"and"Park"
Maintenance."The"Department’s"primary"communications"focus"with"residents"centers"on"special"
projects"for"the"City."The"Department"sometimes"sends"fullXpage"flyers"directing"residents"to"the"City"
website,"some"of"which"have"full"graphic"design"elements"created"by"Management"Analyst"Mainini"
Cabute."The"Department"coordinates"press"releases,"social"media"posts,"and"additional"communications"
efforts"with"the"City"Manager’s"Office."Staff"also"works"with"the"City"Manager’s"Office"on"videos"for"the"
City’s"YouTube"Channel."Management"Analyst"Mainini"Cabute"is"the"primary"staff"member"responsible"
for"developing"communications"plans"for"Public"Works"projects,"coordinating"video"content,"and"taking"
pictures"of"larger"projects"for"the"Department."Staff"observed"that"most"contact"with"residents"is"done"
on"a"oneXonXone"basis,"and"that"community"members"in"Saratoga"expect"this"kind"of"communication."
Mainini"Cabute"uses"Adobe"Creative"Suite"to"create"flyers"and"sends"electronic"versions"to"the"City"
Manager’s"Office"to"publicize"via"social"media"and"press"release."The"Department"finds"that"visually"
interesting"flyers"reach"further"and"provide"more"context"than"nonXvisual"or"textXonly"notices."
The"Public"Works"Department"collects"emails"and"addresses"at"community"meetings"to"generate"
Interest"Lists"by"specific"projects."Interest"Lists"are"stored"in"Excel"documents"and"Administrative"
Assistants"in"the"Department"are"responsible"for"digitally"maintaining"this"information."There"is"no"
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standing"communications"list"for"the"Public"Works"Department,"or"interXdepartmental"sharing"of"
Interest"Lists."The"lists"of"parties"interested"in"specific"projects"are"generally"archived"after"the"project"is"
complete.""
Website"access"in"the"Public"Works"Department"is"managed"by"project."Producing"timely"information"on"
the"website"is"generally"a"challenge"due"to"time"constraints."Staff"does"not"review"metrics"on"visits"or"
viewership"of"the"website."The"Department"does"not"currently"review"sign"ups"for"eNotifications"for"
certain"pages"on"the"Civica"website."Staff"estimates"five"employees"have"access"to"the"Public"Works"
section"of"the"website."
Years"ago,"staff"designed"ads"in"local"newspapers"promoting"repaved"streets,"but"has"not"done"so"in"
recent"years"due"to"time"constraints."Staff"feels"the"greatest"opportunity"for"communications"with"the"
public"comes"through"displaying"information"and"visuals"about"inXprocess"projects"at"the"project"site."
The"Public"Works"Department"does"not"receive"media"inquiries"on"a"regular"basis."
Community!Development!Department!
The"Community"Development"Department"is"responsible"for"the"Building"Division,"the"Planning"Division,"
tree"preservation,"and"code"enforcement"for"the"City."The"Department"Director"handles"
communications—there"is"no"Management"Analyst"to"handle"communications."The"Department"
Director"finds"that"discussing"communications"and"outreach"efforts"with"the"City"Manager’s"Office"is"a"
simple"and"ongoing"process."Staff"noted"that"some"of"the"strongest"communication"with"residents"is"
done"on"an"individual"basis,"either"via"phone,"email,"or"inXperson"visit."
"
Staff"identified"physically"displaying"project"progress"as"one"of"the"most"effective"ways"to"communicate"
with"the"community."Specifically,"the"use"of"“story"poles”"seems"to"help"the"community"conceptualize"
and"understand"projects"in"progress.""
"
Community"Development"Department"staff"recently"began"updating"the"Department’s"webpages"and"
plans"on"including"a"list"of"pending"projects"and"userXfriendly"links"to"the"applicable"municipal"code"
sections."For"Code"Enforcement"contacts,"most"residents"will"usually"call"or"fill"out"a"complaint"form"to"
initiate"code"enforcement"service"requests"to"address"issues."Complaint"forms"can"be"downloaded"on"
the"website,"but"residents"must"fill"out"a"paper"application.""
"
Staff"estimates"that"they"send"notices"for"at"least"100"development"application"projects"to"residents"per"
year"for"notices"of"public"hearings"for"specific"projects."Most"of"these"involve"a"300Xfeet"mailed"notice"of"
the"public"hearings"(Planning"Commission"and"City"Council)."Several"staff"noted"that"residents"often"
ignore"these"notices."For"larger"items,"such"as"the"Housing"Element"or"Safety"Element"Updates,"the"
Department"advertises"community"meetings"in"the"local"newspaper,"the"website,"and"on"social"media"
platforms.""
"
The"City"uses"TRAKiT"(http://www.crw.com/landXmanagementXsoftwareXbuildingXpermitXsoftwareX
permitXtrackingXsoftware/)"for"land"use,"inspection"scheduling"and"permitting."There"is"currently"a"
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barebones"implementation"of"an"online"ETRACKiT"solution"running"on"the"City’s"website"
(http://trakit.saratoga.ca.us/etrakit/index.aspx).""
Administrative!Services!Department!
The"Administrative"Services"Department"is"responsible"for"the"City’s"Administrative,"Finance,"and"
Information"Technology"departments."The"Department"also"has"a"repository"for"most"business"licenses"
in"the"City;"however,"this"list"is"not"used"for"any"other"purpose"than"business"license"renewal."Currently,"
Finance"does"not"offer"online"business"license"applications,"although"an"online"vendor"registration"form"
is"available"for"download"on"the"website."
The"Administrative"Services"Department"leaves"most"outward"communications"to"the"City"Manager’s"
Office."The"Department"primarily"shares"DepartmentXrelated"news"at"the"weekly"Management"Meeting"
or"through"the"internal"City"Manager"update."The"Department’s"primary"contribution"to"external"
communications"is"a"collaborative"effort"with"the"City"Manager’s"Office"on"the"annual"“Budget"In"Brief”"
triXfold"brochure."
The"City"was"the"second"city"to"launch"the"OpenGov"platform,"but"after"there"was"no"feedback"from"the"
community,"the"staff"and"Council"decided"to"discontinue"the"service."Staff"feels"that"the"City"does"an"
exceptional"job"of"financial"transparency."
Partner!Agencies!and!Outside!Perspectives!
Saratoga"contracts"for"many"of"its"services."Staff"indicated"that"it"has"relationships"with"several"service"
providers,"with"the"strongest"coordination"efforts"related"to"communication"about"events."Tripepi"Smith"
has"summarized"the"community"communications"activities"and"coordination"efforts"of"these"
complementary"agencies.""
Santa!Clara!County!Fire!Department!
The"Santa"Clara"County"Fire"Department"(SCCFD)"is"responsible"for"serving"the"Cities"of"Campbell,"
Cupertino,"Los"Altos,"Los"Altos"Hills,"Los"Gatos,"Monte"Sereno,"Saratoga"and"some"unincorporated"
portions"of"Santa"Clara"County"on"the"west"side"of"the"County."SCCFD"also"manages"a"contract"with"the"
Saratoga"Fire"District"and"executes"the"City’s"Office"of"Emergency"Services.""
Compared"to"other"sister"agencies,"Fire"Department"staff"have"limited"interaction"with"City"staff."
Department"personnel"do"not"attend"the"weekly"Management"Meeting"at"the"City"of"Saratoga."The"
primary"mode"of"communication"with"the"City"is"the"annual"update"to"the"City"Council."The"
Department’s"other"communications"with"the"City"Manager"and"Council"consist"of"incident"releases"sent"
to"the"City"Manager,"who"is"then"responsible"for"sharing"information"with"the"City"Council."The"
Department"does"not"produce"its"own"newsletter"or"collaborate"with"the"City"on"The$Saratogan$or"other"
community"outreach"efforts"with"the"City."
New"leadership"in"the"Department,"realizing"the"importance"of"community"outreach"and"promotion"of"
Department"programs,"hired"a"fullXtime"Public"Information"Officer,"Stephanie"Stuehler."Due"to"scarcity"
of"breaking"news"incidents"in"the"area"and"negative"media"coverage"of"neighboring"Fire"Departments,"
staff"previously"had"a"mentality"that"it"was"is"best"to"“fly"under"the"radar”"rather"than"proactively"
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engage"with"the"media."That"has"changed."The"Department"is"in"the"process"of"creating"a"cohesive"
approach"to"communications."With"the"addition"of"the"Public"Information"Officer,"the"Department"has"
started"monitoring"media"via"Google"Alerts,"leveraging"social"media"in"the"Department,"and"working"on"
developing"longerXterm"communications"plans"for"the"department."The"Department"currently"uses"
Facebook"and"Twitter."
Prior"to"hiring"the"PIO,"Battalion"Chiefs"were"responsible"for"managing"media"inquiries"and"public"
inquiries"during"breaking"incidents."However,"due"to"the"reluctance"of"Battalion"Chiefs"to"speak"with"the"
media"because"of"their"primary"need"to"focus"on"the"incident,"the"onXcall"Deputy"Chief"would"often"
handle"public"information"inquiries"while"the"incident"was"in"progress."The"Department"does"have"a"
media"policy"and"social"media"policy"to"guide"staff."Staff"recalled"the"Department"had"media"training"in"
the"past,"but"could"not"recall"media"training"within"the"last"15"years."Fire"fighters"on"staff"with"previous"
public"information"experience"sporadically"wrote"press"releases."In"the"past,"the"Department’s"
Community"Education"Office"staff"handled"social"media"and"other"public"communications"efforts.""
The"Department"also"has"an"“Alert"SCC”"platform"to"communicate"with"residents"who"optXin"to"the"
platform"via"phone,"mobile"device,"email,"or"landline"in"cases"of"emergency."City"staff"can"access"and"
program"the"platform,"but"are"not"currently"trained"on"Alert"SCC."Fire"Department"Staff"did"not"identify"
the"Department"as"using"a"Nextdoor.com"or"Nixle.com"account."
The"Department"does"not"have"a"resident"photographer"or"have"a"central"location"for"amateur"staff"
photography."However,"a"volunteer"regularly"takes"highXquality"photographs"for"the"Department."
Santa!Clara!County!Sheriff’s!Office!
The"Santa"Clara"County"Sheriff’s"Office"Captain"Rick"Sung"serves"as"the"Chief"of"Police"for"cities"of"
Saratoga"and"Cupertino,"Town"of"Los"Altos"Hills,"and"surrounding"unincorporated"areas"of"Santa"Clara"
County."Staff"from"the"Sheriff"Office"and"the"City"noted"a"strong"relationship"and"clear"and"responsive"
communications"between"the"two"agencies."Captain"Sung"and"City"of"Saratoga"Administrative"Analyst"
Brian"Babcock"coordinate"on"communications,"mainly"at"the"City’s"weekly"Management"Meeting."The"
Sheriff’s"Office"will"sometimes"collaborate"with"the"City"on"larger"issues"like"crime"prevention"measures."
The"City"has"coordinated"with"Sheriff’s"staff"for"content"on"City"platforms"including"featuring"the"
Sheriff’s"Office"in"The$Saratogan"and"on"the"City’s"YouTube"Channel."
During"an"incident,"the"Sheriff’s"Office"shares"information"with"the"City"Manager"and"Sheriff’s"Public"
Information"Officer,"if"necessary."The"City"Manager"is"responsible"for"communicating"incidentXrelated"
information"to"the"City"Council."The"Sheriff’s"Office"also"has"an"additional"staff"member"serve"as"a"liaison"
to"share"information"with"any"other"interested"parties."Captain"Sung"determines"which"inquiries"filter"to"
the"Sheriff’s"Headquarters"PIO"versus"which"inquiries"stay"with"the"Station."All"media"relations"are"
guided"by"the"Media"Relations"General"Order"(See"Appendix"G)"
The"Sheriff’s"Office"has"a"Public"Information"Officer"responsible"for"the"entire"County,"as"well"as"
deputies"who"receive"media"training"from"the"PIO."Trained"deputies"serve"as"PIOs"in"the"PIO’s"absence."
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In"2014,"the"Office"recommended"that"neighborhoods"establish"virtual"“neighborhood"watch”"programs"
through"the"local"social"network"Nextdoor.com."Headquarters"Patrol"has"a"Community"Liaison"who"
monitors"what"is"on"their"respective"Nextdoor.com"account."Captain"Sung,"a"Lieutenant,"and"an"
Administrative"Sergeant"all"have"access"to"Nextdoor.com"to"ensure"they"are"monitoring"social"media"
and"responding"to"questions"in"a"timely"manner."The"Sheriff’s"Office"has"three"Nextdoor"accounts:"the"
County"Nextdoor.com,"as"well"as"the"West"Valley"and"Headquarters"Nextdoor.com"accounts,"though"
only"the"West"Valley"group"and"the"County"PIO"update"the"West"Valley’s"account."
The"Sheriff’s"Office"uses"additional"social"networks"to"connect"with"the"community,"including"Facebook,"
Twitter,"Instagram,"YouTube,"and"Nixle.com."The"Office"notes"that"the"Nixle"account"has"not"been"used"
recently."The"Public"Information"Officer"and"two"staff"members"monitor"the"social"media"accounts"but"
have"not"experimented"with"advertising"on"social"media"platforms."
Santa!Clara!County!Library!District!
The"Santa"Clara"County"Library"District"provides"library"services"for"the"City"of"Saratoga."Allison"Lew"is"
the"Community"Librarian"for"the"Saratoga"Branch"of"the"Library"and"primary"point"of"contact"for"the"
City."Library"staff"noted"a"strong"working"relationship"with"the"City."City"Staff"recently"invited"the"Library"
to"use"City"video"programming,"and"library"information"has"been"included"in"City"materials.""Library"staff"
and"City"staff"exchange"fliers,"event"details,"and"other"information."The"Library"has"also"used"the"City’s"
Median"Banner"Program"to"publicize"programs."Library"Commissioners,"appointed"by"the"City,"
collaborate"with"library"staff"regularly"on"projects"including"ones"related"to"communication."The"Library"
also"has"a"wall"inside"the"Library"that"features"City"leadership"and"information."
Each"branch"of"the"Library"is"empowered"to"contribute"to"local"media"relations,"branch"program"
publicity,"as"well"as"contribute"to"the"Library"website"and"social"media"platforms."
The"County"Library"System"uses"Facebook,"YouTube,"Twitter,"Pinterest,"Instagram,"Nextdoor.com,"Yelp,"
and"various"other"sites"(social"media"and"other"nonXsocial"media"sites)"to"communicate"with"residents.""
All"social"media"accounts"are"countywide"with"the"exception"of"the"Saratoga"Branch"Facebook"Page"
(which"has"a"County"page"as"well"as"a"CityXspecific"page),"with"multiple"staff"from"both"Library"
Headquarters"(the"Services"and"Support"Center)"and"the"various"County"branches"having"access"rights"to"
update"content"on"the"accounts."Staff"identified"existing"social"media"and"media"policies"for"the"Library"
system."
Library"Headquarters"staff"author"press"releases"that"apply"to"all"of"the"branches,"and"branches"are"
allowed"to"customize"press"release"content"to"fit"the"specifics"of"each"branch."Branch"staff"are"also"able"
to"author"programming"press"releases"independent"of"Library"Headquarters."Staff"noted"that"local"print"
and"television"media"is"straightforward"to"work"with"and"gives"helpful"coverage."
Library"Headquarters"staff"maintains"the"library’s"website."In"addition"to"an"active"staffXmaintained"blog"
and"a"monthly"countywide"digital"newsletter,"the"Saratoga"Library"provides"information"to"the"Friends"of"
the"Saratoga"Libraries"for"its"newsletter"(digital"and"print)."The"Library"website"also"includes"a"detailed"
events"calendar."Librarians"at"each"branch"may"author"blog"posts"independently,"subject"to"review"by"a"
supervisor."The"Library"regularly"reviews"website"analytics.""
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School!Districts!
With"seven"different"school"districts"and"two"private"schools,"Saratoga"has"a"national"reputation"of"
being"home"to"some"of"the"most"rigorous"and"prestigious"schools"in"the"country."17"During"the"
assessment,"Tripepi"Smith"met"with"staff"from"the"Los"GatosXSaratoga"Joint"Union"High"School"District"
and"Saratoga"Union"School"District."There"was"nearXunanimous"consensus"that"one"of"the"primary"draws"
of"new"residents"moving"to"the"area"was"the"strength"of"the"schools."School"district"staff"noted"City"staff"
as"responsive"to"district"needs"whenever"collaboration"was"needed."Staff"from"both"districts"also"noted"
the"busy"nature"of"families"in"Saratoga"and"the"reliance"on"electronic"communication"to"distribute"
information."
School"districts"have"a"huge"advantage"when"it"comes"to"engaging"the"public:"schools"are"directly"
connected"to"the"family’s"precious"asset"that"is"their"child/children."As"a"result,"adult"family"members"
are"generally"much"more"heavily"involved"and"interested"in"the"activities"of"their"school"districts"than"in"
the"cities"in"which"they"reside."Additionally,"the"nature"of"the"community"around"school"districts"tends"
to"create"social"connections"among"the"district"community"that"are"not"as"prevalent"among"those"in"the"
more"generic"geographic"connectivity"of"those"living"within"a"city’s"limits."Thus,"comparisons"to"school"
district"communication"successes"do"not"directly"translate"to"best"practices"for"cities."
Los!Gatos8Saratoga!Joint!Union!High!School!District!
The"Los"GatosXSaratoga"Joint"Union"High"School"District"serves"the"cities"of"Saratoga"and"Los"Gatos,"with"
roughly"equal"distributions"of"students"in"both"communities."The"school"district"rarely"coordinates"with"
the"City"on"specific"items"aside"from"a"meeting"once"a"year"with"staff"and"Council"members."Staff"did"
note"that"the"recent"hiring"of"the"new"City"Manager"has"led"to"a"closer"relationship"with"the"district"and"
more"positive"communications.""
The"principals"send"weekly"electronic"newsletters"to"parents"and"students"consisting"of"calendars,"
activities,"and"accomplishments"of"the"District."The"School"District"uses"social"media"as"a"specific"
messaging"campaign"for"the"recent"Measure"E"bond"for"facilities"improvement:"the"bond"has"specific"
Twitter"and"Facebook"accounts."The"School"District"almost"exclusively"uses"electronic"communications"
for"communication,"based"on"parent"feedback"and"cost"concerns."
The"School"District"uses"learning"management"software"Canvas"as"a"schoolXspecific"social"network"and"
online"interactive"platform"for"assignments"and"school"news."The"school"regularly"collects"metrics"on"
the"Canvas"network,"but"does"not"regularly"review"District"website"statistics.""
The"City"does"not"currently"collaborate"with"the"Los"GatosXSaratoga"Joint"Union"High"School"District"on"
issues"of"The$Saratogan"or"any"social"media"platforms."
"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""
17"Public"School"Districts"include:"Saratoga"Union"School"District,"Campbell"Union"School"District,"Cupertino"Union"
School"District,"Moreland"School"District,"Los"GatosXSaratoga"Joint"Union"High"School"District,"Fremont"Union"High"
School"District"and"Campbell"Union"High"School"District."Private"schools"include"Saint"Andrew’s"School"and"Sacred"
Heart"School."
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The"District"regularly"receives"media"inquiries;"due"to"the"high"rankings"of"the"School"District,"they"
occasionally"receive"national"coverage."The"School"District"contracts"with"a"public"relations"firm"for"asX
needed"support."In"all"other"instances,"the"Superintendent"serves"as"the"Public"Information"Officer,"
although"principals"are"empowered"to"answer"media"inquiries"related"to"general"point"of"information"
stories.""
When"appropriate,"the"City"occasionally"coordinates"with"the"School"District"on"promoting"City"
programs"and"events."
Saratoga!Union!School!District!
The"Saratoga"Union"School"District"primarily"serves"students"within"the"City"of"Saratoga."The"School"
District"noted"a"positive"relationship"with"City"staff"and"Councilmembers."The"District"notes"that"the"
strength"of"the"relationship"between"the"schools"and"the"City"largely"relies"on"how"proactive"the"current"
City"Council"is"at"including"school"personnel"in"City"functions"and"events."Staff"also"cites"the"City’s"Youth"
Commission"and"City"Hall’s"Open"House"as"additional"points"of"contact"with"the"school"system."
One"of"the"primary"forms"of"coordination"with"outside"agencies"happens"through"the"distribution"of"
flyers."The"District"curates"flyers"from"outside"agencies,"which"then"have"to"be"approved"by"the"District"
Office"before"being"posted"on"the"District"website"and"sent"via"the"City"eNews."Staff"estimates"that"the"
City"requests"distribution"of"information"a"couple"times"per"month,"and"includes"program"flyers"and"
other"items"the"City"sends"the"District"when"appropriate.""
The"Saratoga"Union"School"District"uses"the"SchoolMessenger"program"to"send"most"communications,"
especially"notices"to"parents."The"District"also"maintains"a"Facebook"Page,"and"the"Superintendent"has"a"
professional"Twitter"account."Staff"notes"that"88%"of"parents"prefer"electronic/digital"communication."In"
order"to"meet"these"preferences,"the"District"recently"developed"an"app"and"redesigned"the"District"
website."Electronic"messages"include"board"meeting"agendas"sent"out"on"the"Friday"prior"to"the"
meeting,"and"brief"summaries"of"the"agenda"on"the"Friday"after"the"board"meeting."Each"school"is"
responsible"for"sending"a"weekly"eNewsletter"to"students"and"a"monthly"letter"from"the"principal."When"
necessary,"the"Superintendent"sends"specific"critical"information"to"parents."The"School"District"employs"
a"District"Information"Coordinator"but"does"not"have"a"dedicated"Public"Information"Officer.""
There"are"a"number"of"Facebook"Groups"for"Saratoga"Union"School"District"parents."The"Superintendent"
occasionally"uses"Nextdoor.com"to"connect"with"new"residents"or"correct"misstated"information."Staff"
notes"that"the"Superintendent,"principal,"and"board"member"Office"Hours"are"one"of"the"most"powerful"
communications"methods"with"parents."The"Saratoga"Union"School"District"has"an"open"door"policy"and"
an"ethos"of"staying"in"close"contact"with"engaged"parents.""
The"City"does"not"currently"collaborate"with"the"Saratoga"Union"School"District"on"issues"of"The$
Saratogan"or"any"social"media"platforms."
The"District"continues"to"attempt"to"develop"relationships"with"local"media,"but"generally"does"not"
receive"positive,"accurate"or"reliable"coverage"by"local"news"outlets."The"Superintendent"sends"all"press"
releases"and"media"package"to"local"media."Staff"notes"that"local"media"is"widely"read"enough"to"where"
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inaccurate"coverage"can"spread"misinformation"in"the"community."Unlike"the"City,"the"District"
occasionally"receives"news"coverage"for"both"positive"and"negative"stories"by"television"media,"although"
on"an"infrequent"basis.""
West!Valley!Community!College!
City"staff"and"members"of"West"Valley"Community"College"have"a"strong"relationship"according"to"West"
Valley"Community"College"staff."West"Valley"Community"College"has"a"student"population"of"roughly"
8,000."Of"these"students,"approximately"750"are"Saratoga"residents,"although"this"population"is"growing.""
The"College"employs"a"fourXperson"marketing"and"communications"team."This"team,"in"coordination"
with"the"College"president,"handles"all"press"releases"and"media"inquiries."The"communication"team"
manages"the"social"media"presence"for"the"College,"which"includes"Facebook,"Twitter,"LinkedIn"and"
YouTube."The"College"also"has"an"email"newsletter,"but"finds"that"students"do"not"use"email"
communications"frequently."
Staff"notes"that"the"City"is"a"strong"partner"in"working"on"issues"related"to"the"College,"and"elected"
officials"make"a"good"effort"to"be"present"at"College"events."However,"the"City"does"not"currently"
collaborate"with"the"College"on"issues"of"The$Saratogan"or"any"of"the"City"or"College’s"social"media"
platforms.""
West"Valley"receives"regular"coverage"in"The$Saratoga$News"and"occasional"coverage"by"television"
media."Staff"considers"the"digital"billboard"outside"of"the"College"one"of"the"West"Valley’s"strongest"
forms"of"communication.""
Business!Community!and!Chamber!of!Commerce!
Based"on"what"Tripepi"Smith"heard"in"our"interviews,"the"City"of"Saratoga"is"not"seen"as"a"center"for"new"
business"or"significant"tourism."The"Chamber"of"Commerce"noted"that"the"City"has"a"positive"
relationship"with"the"business"community"and"City"staff"is"viewed"as"a"helpful"collaborator"on"projects"
and"events."The"Chamber"maintains"a"Constant"Contact"newsletter"as"well"as"Twitter"and"Facebook"
accounts,"but"does"not"regularly"collaborate"with"the"City"on"crossXpromotion"on"either"platform.""
!!
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Observations!
Tripepi"Smith"made"the"following"observations"about"the"community,"City"Staff"and"City"operations"
during"our"discovery"process"for"this"engagement."
"
Saratoga’s!Population!!
Assessment"participants"noted"Saratogans"are"generally"sophisticated"and"satisfied"with"the"small"local"
government"in"Saratoga."Representatives"from"the"City"and"partner"agencies"observed"many"families"in"
Saratoga"consist"of"professionals"who"work"long"hours"and"spend"much"of"their"free"time"dedicated"to"
family"life."Tripepi"Smith"also"found:"
o!Saratogans"are"perceived"as"leading"busy"lives"with"little"time"to"participate"in"civic"affairs"
o!LongXtime"residents"are"more"attached"to"Saratoga’s"current"image"(notably"the"Saratoga"
Village)"versus"newly"arrived"families"who"are"less"compelled"by"the"heritage"of"the"area"and"
more"compelled"by"the"schools"
o!The"primary"points"of"contact"many"residents"have"with"City"Hall"are"related"to"home"
improvements"and"building"and"permitting"regulations"
o!Staff"from"school"districts"noted"electronic"communication"and"faceXtoXface"conversations"were"
the"most"effective"ways"to"engage"and"reach"busy"parents""
o!Saratoga"is"a"diverse"city"with"many"ethnic"communities"within"the"City"and"an"evolving"
demographic"mix""
o!The"City"does"not"have"a"substantial"population"whose"fluency"in"English"requires"translation"of"
City"materials"into"additional"languages"
"
A!Strong!Foundation!for!Communications!
The"City’s"current"communications"efforts"are"on"the"right"track."Staff"managing"social"media"have"a"firm"
understanding"of"how"different"social"media"platforms"operate"and"how"information"should"be"
conveyed"differently"on"each"platform."Furthermore,"Tripepi"Smith"found"a"level"of"technological"
sophistication"that"is"uncommon"among"City"staff"Tripepi"Smith"has"worked"with."Additionally,"the"City"
Staff’s"ability"to"consistently"produce"a"thoughtful"and"wellXreceived"quarterly"newsletter"evidences"a"
communications"capacity"that"some"similarly"sized"cities"are"not"able"to"execute."
Areas"where"City"Staff"and"existing"processes"excel"include:"
o!Communications"content"produced"by"the"City"is"generally"of"excellent"quality""
o!City"videos"feature"solid"production"concepts,"including"council"member"involvement,"an"
explanatory"tone,"reasonable"editing"and"pacing,"appropriate"video"and"audio"quality,"and"City"
Branding"
o!Department"staff"indicated"they"have"a"strong"working"relationship"with"the"City"Manager’s"
Office"in"relation"to"communication"activities"
o!Communications"are"regularly"discussed"at"the"executive"level"
o!Routine"media"inquiries"are"regularly"answered"by"Council"Members"and"subject"matter"experts"
within"City"Hall"
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o!The"City"has"a"number"of"official"policies"and"de"facto"operating"procedures"for"communications"
o!City"staff"identified"that"the"strength"of"the"City’s"communications"with"the"public"was"in"its"
dedication"to"resident"support"and"highXtouch"customer"service"
"
There"are"also"areas"where"process"and"platforms"are"not"ideal,"and"the"following"were"noted:"
o!City"initiatives,"issues,"and"meetings"are"not"analyzed"from"a"communications"perspective"after"
the"fact"in"an"instructive"debrief"
o!City"staff"universally"acknowledged"that"a"lack"of"frequency"and"consistency"was"a"main"
weakness"in"current"City"communications""
o!The"City"staff"feel"the"website"is"not"fulfilling"its"potential"
o!The"City"enjoys"strong"relationships"with"user"groups"and"external"agencies,"but"does"not"
currently"send"communications"items"to"stakeholders."Groups"and"external"agencies"do"a"good"
job"of"communicating"information"with"executive"staff"and"elected"officials,"but"do"not"include"
Administrative"Analyst"Brian"Babcock"on"press"release"materials."
"
City!Communications!Are!Not!Reaching!Their!Full!Potential!!
Although"Saratoga"has"a"variety"of"communications"efforts"with"quality"content,"there"is"little"evidence"
that"these"efforts"are"reaching"a"significant"audience."Given"the"fractured"nature"of"communications,"
this"is"not"a"situation"unique"to"Saratoga."Tripepi"Smith"noted"that:"
o!City"staff"and"community"members"observed"that"The$Saratogan$is"not"a"widely"read"publication"
due"to"the"fact"that"it"is"hidden"as"an"insert"in"the"Recreation"Activity"Guide"
o!YouTube"views"of"City"created"video"content"averages"viewership"in"the"low"hundreds"
o!There"is"significant"dead"time"on"the"local"cable"access"station"and"the"radio"station"is"nearly"
abandoned"
o!The"City’s"presence"at"community"events"is"helpful"to"their"ethos"of"high"touch"customer"
service,"but"significant"planning"and"coordination"is"not"invested"in"these"efforts"
!!
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Recommendations!!
Based"on"the"observations"above,"Tripepi"Smith"formulated"the"following"recommendations"to"help"the"
City"enhance"its"communications,"as"well"as"create"or"expand"platforms"to"engage"its"residents.!
Continue!Assigning!a!Staff!Member!to!Focus!on!Communications!!
An"Administrative"Analyst"in"the"City"Manager’s"Office"is"currently"responsible"for"content"production"
and"managing"communications"and"public"information."Based"on"reviewing"the"content"and"quality"of"
communications,"Tripepi"Smith"recommends"continuing"this"structure.""Tripepi"Smith"also"recommends"
that"this"resource"work"closely"with"staff"across"departments"to"create"a"comprehensive"
communications"plan"based"on"critical"projects"in"that"department."Department"staff"has"the"technical"
expertise"and"background"in"project"specifics,"but"often"do"not"have"the"time"to"dedicate"to"
communication"efforts"or"background"to"package"communications"in"a"way"that"is"understandable"and"
compelling"to"a"larger"audience.""
Communication!Objective(s)!
o!Ensure"deliberate"thought"and"resources"are"dedicated"to"City"communications"
o!Create"communications"material"that"is"easily"understandable"to"residents"
Action!Steps!!
o!Assign$staff$to$work$closely$with$leadership$on$specific$projects$so$highIprofile$initiatives$are$
being$communicated$effectively$to$the$public$in$a$proactive$and$transparent$manner$
o!Have$the$Administrative$Analyst$review$communication$efforts$and$public$outreach$for$
effectiveness$and$lessons$learned.$Share$outcomes$of$communication$efforts$with$leadership$
staff$in$order$to$revise$and$improve$future$outreach$strategies.$
o!The$staff$member$should$proactively$connect$with$media$contacts$commonly$covering$City$news$
to$increase$rate$of$media$coverage$
o!This$staff$member$should$connect$with$sister$agencies$to$seek$out$communications$partnership$
opportunities$that$yield$a$stronger$community$message$
o!Involve$Administrative$Analyst$early$in$major$City$projects$and$improvements$to$create$projectI
specific$communication$plans$that$can$be$incorporated$into$broader$City$communications$by$
leveraging$all$City$platforms$
$
Create!a!12CMonth!Content!Calendar!for!the!City’s!Communications!
City"staff"is"already"preXplanning"communication"items."However,"many"city"platforms"are"underutilized"
due"to"limited"staff"time."Establishing"a"12Xmonth"calendar"for"communications"can"more"effectively"
allocate"staff"resources.""
Communication!Objective(s)!
o!Create"a"culture"of"communication"that"wraps"all"departments"into"proactive"communication"
efforts"
o!Document"communications"efforts"so"staff"can"efficiently"plan"and"anticipate"potential"staff"
time"for"projects"
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"
Action!Steps!!
o!Create$a$communications$calendar$to$more$efficiently$identify$and$generate$content$that$tells$
the$City’s$overall$story$
o!Have$staff$members$identify$City$activities$that$are$“storyIworthy”$events$as$far$in$advance$as$
possible$and$add$them$to$the$calendar$
o!Involve$all$department$leadership$in$a$holistic$review$of$upcoming$City$activities$and$cyclical$
processes$to$identify$where$communications$can$be$leveraged$to$help$the$success$of$the$project$
or$better$tell$the$story$of$the$City$
o!Decide$how$to$incorporate$the$City$radio$station$into$this$communications$calendar$
Change!the!Distribution!Method!for!The$Saratogan$
The$Saratogan$is"a"solid"publication"and"powerful"tool"for"telling"the"City’s"story."However,"because"it"is"
hidden"as"an"insert"in"the"Recreation"Catalog,"its"reach"and"impact"is"diminished."Consider"also"that"the"
City"invests"significant"time"and"resource"into"content"production"and"planning"for"the"newsletter"(not"
directly"accounted"for"in"budget"costs),"and"that"investment"should"be"leveraged"as"much"as"possible."
Communication!Objective(s)!
o!Grow"readership"and"impact"of"The$Saratogan""
Action Steps !
o!Change$the$packaging$of$The$Saratogan.$Explore$publishing$the$Recreation$Catalog$as$a$doubleI
sided$publication$with$The$Saratogan$on$one$side$
o!Alternatively,$move$to$a$completely$electronic$distribution$method$for$The$Saratogan$
and$supplement$with$all$email$sources$from$across$the$organization$
o!Consider$revising$the$graphic$design$layout$of"the$publication$from$block$formatting$to$a$more$
visually$interesting$design$
o!Consider$linking$stories$on$The$Saratogan$to$online$versions$on$the$City’s$website$that$are$more$
expansive$versions$of$the$printed$stories$
o!Consider$dedicating$one$issue$of$The$Saratogan$to$just$the$budget$and$how$the$budget$relates$to$
Council$goals$
$
Focus!on!Physical!Assets!as!a!Key!Tool!for!Communication!
Interviews"indicated"many"residents"are"busy"and"take"little"effort"to"proactively"find"City"news."Tripepi"
Smith"also"heard"from"several"sources"that"the"new"City"Median"Banner"Program"is"one"of"the"most"
effective"advertisement"platforms"for"the"City."Additionally,"we"heard"the"physical"displays"of"signs"
related"to"programs"and"projects"throughout"town"are"effective"tools"at"informing"the"public"of"progress"
or"change."
Communication!Objective(s)!
o!Reach"less"engaged"residents"with"a"costXeffective"platform"
o!Promote"progress"and"improvements"in"the"community"
Action Steps !
o!Where$possible,$physically$display$project$plans$and$progress$at$the$site;$this$can$include$project$
plans$or$a$rendering$of$park$improvements$
34"
"
o!Develop$key$messages$for$median$banners$throughout$the$City$and$leverage$them$as$much$as$
possible$
o!Test$the$limits$of$frequency$in$pushing$City$information$on$median$banners$and$having$median$
banners$erected$
o!Use$median$banners$to$drive$attention$to$City$online$resources$and$registration$so$that$extensive$
communications$can$continue$with$registered/engaged$residents$
Expand!Direct!Electronic!Communications!with!Residents!
Direct"electronic"communication"is"a"timely,"costXeffective"way"to"reach"a"large"audience."It"is"also"the"
mode"of"information"gathering"the"more"and"more"residents"prefer"to"use"to"learn"about"new"and"
information."Examples"include"email"campaigns,"text"alert"systems"and"broadcast"media."The"
demographics"of"the"community"and"comments"heard"throughout"the"interview"process"suggest"the"
Saratoga"residents"are"willing"to"receive"regular"City"communications"and"prefer"electronic"forms"of"
communication."
Communication!Objective(s)!
o!Reach"residents"in"their"preferred"mode"of"communications"
o!Provide"a"starting"point"for"transition"to"more"electronic"and"fewer"print"communications"
Action Steps !
o!Combine$emails$from$Public$Works,$council$meeting$name$cards,$existing$registered$email$
addresses$and$the$Recreation$and$Facilities$Constant$Contact$lists$to$generate$a$list$for$a$City$
email$campaign$effort$
o!Explore$using$Constant$Contact$or$an$alternative$email$marketing$solution$to$send$digital$
communications,$including$editions$of$The$Saratogan$
o!Track$open$rates,$optIout$rates,$and$other$key$metrics$to$determine$if$information$is$
effectively$reaching$residents$
o!Add$eInewsletter$registration$to$the$homepage$of$the$website$and$clarify$what$residents$
get$for$signing$up$
o!Use$City$phone$system$onIhold$recording$as$an$opportunity$to$communicate$to$residents$
regarding$important$City$messages$or$to$advertise$ways$to$stay$engaged$with$the$
City/community$
o!Consider$developing$a$list$of$‘evergreen’$public$information$messages$to$broadcast$on$the$City$
radio$station$
o!Consider$use$of$a$customer$relationship$management$software$package$to$track$interactions$and$
work$supporting$residents$that$can$also$house$contact$information$and$data$about$those$
residents$so$as$to$maintain$or$improve$customer$service$
Promote City Communication Platforms !
One"of"the"realities"of"today's"communications"is"that"it"is"becoming"increasingly"difficult"to"build"and"
reach"a"larger"audience."In"order"to"do"so,"a"promotional"budget"is"necessary."Facebook,"while"a"free"
platform"for"cities"to"use,"is"continually"moving"towards"a"model"where"“Page”"entities"need"to"pay"in"
order"for"their"content"to"display"in"News"Feeds"of"Facebook"users."Similarly,"video"is"a"powerful"tool;"
but"without"the"audience"to"view"the"material,"the"City"is"not"getting"the"potential"return"on"investment"
considering"the"time"and"effort"put"into"developing"these"assets."
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Communication!Objective(s)!
o!Increase"communication"platforms"impact"by"reaching"a"larger"audience"
Action Steps !
o!Establish$a$budget$for$social$media$marketing$on$Facebook,$Twitter$and$YouTube$with$the$
specific$advertising$goal$of$gaining$followers$or$engagement$on$the$various$platforms"
o!Review$returns$on$advertisements$and$determine$if$further$advertising$is$worth$the$investment"
Routinely!Collect!and!Report!on!Metrics!Related!to!Communications!
Tripepi"Smith’s"review"uncovered"no"evidence"the"City"is"currently"routinely"gathering"or"analyzing"
available"metrics"for"the"website"or"other"communications."Although"City"staff"members"passively"view"
some"metrics"associated"with"the"website"and"social"media,"these"numbers"are"not"documented"or"
shared"with"the"larger"organization."Nor"are"they"considered"in"a"longitudinal"progression"that"looks"at"
change"or"evolution"of"the"City’s"platforms."Measuring"communications"efforts"is"important,"and"the"
adage"holds"true:"measure"what"matters.""
Google"Analytics"was"added"to"the"City"website"in"November"2014,"but"the"feature"is"not"currently"being"
reviewed"to"understand"how"the"website"is"used"by"visitors,"what"drives"traffic"to"the"site,"or"where"
visitors"are"coming"from."Furthermore,"the"City"does"not"use"an"email"marketing"solution"that"provides"
metrics"nor"does"staff"track"social"media"to"metrics"such"as"residents"reached"and"who"shares"City"
content."
Communication!Objective(s)!
o!Measure"resident"use"of"City"platforms"to"determine"interest"in"City"services"and"initiatives"
o!Track"use"of"City"platforms"to"determine"if"communications"efforts"are"reaching"desired"
audience"size"
o!Benchmark"reach"over"time"and"adjust"processes"and"communication"investments"as"necessary"
Action Steps !
o!On$a$quarterly$basis,$collect$and$review$website$statistics$(visits,$unique$visitors,$traffic$
source,$geographic$origin,$platform$used,$frequently$accessed$content,$clickIthroughs$to$other$
content)$$
o!Collect$and$review$metrics$on$all$email$correspondence$when$possible,$including$open$rates$and$
clickIthrough$rates"
o!Collect$and$review$metrics$on$social$media$platforms,$such$as$the$number$of$shares,$likes,$post$
reach,$and$video$views"
o!Review$email$counts$available$from$the$Recreation$database"
o!Exclude$metrics$that$source$from$the$City’s$IP$address$in$order$to$remove$staff$engagement$data$
pollution"
o!Identify$key$metrics$for$communications$and$define$goals$for$success$related$to$those$metrics"
o!Share$results$with$leadership,$review$successes,$and$assess$room$for$improvement$or$additional$
channels$that$may$need$to$be$used$to$reach$residents"
o!Clarify$metrics$from$Granicus$to$better$explain$suspicious$consistency$in$certain$viewership$
metrics"
36"
"
Revisit!Website!Design!!
The"City"is"looking"to"redesign"the"current"website."Although"a"full"website"redesign"is"beyond"the"scope"
of"this"engagement,"Tripepi"Smith"noted"the"City"could"leverage"several"basic"functions"seen"on"other"
City"websites."
Communication!Objective(s)!
o!Increase"the"functionality"of"the"website"to"match"resident’s"experience"with"other"online"
experiences."
o!Ensure"the"City"website"experience"does"not"bias"resident"perceptions"of"the"City"government"
Action Steps !
o!Draft$a$vision$paper$for$what$the$City$website$should$achieve$and$define$specific$user$scenarios$
that$would$evidence$success$with$the$new$website$features$(i.e.$things$you$want$to$do$that$
you$cannot$do$now)$
o!Exclude$City$Hall$sourced$traffic$form$the$Google$Analytics$results$to$get$a$less$“polluted”$view$of$
the$analytics$on$the$public’s$use$of$the$website$
o!Using$a$prioritized$communications$calendar,$establish$key$communications$goals$that$the$
website$can$support,$and$execute$a$wireframe$layout$that$allocates$screen$real$estate$to$achieve$
these$objectives$
o!Create$a$version$of$the$website$that$is$responsive$to$mobile$devices$to$better$serve$users$who$are$
visiting$the$site$with$their$smartphones$and$tablets.$Creating$a$website$with$a$responsive$design$
has$many$of$the$advantages$of$creating$a$City$app,$but$without$the$additional$cost,$and$does$not$
require$an$optIin$to$an$application.$$$
o!Review$metrics$on$current$website$traffic$to$determine$how$website$is$currently$used$and$any$key$
trends$that$should$drive$a$future$website$redesign.$
o!Register$and$deploy$a$userIfriendly$URL,$such$as$cityofsaratoga.org$or$saratogaca.org$
o!Consider$rolling$the$new$URL$promotion$out$simultaneously$with$the$rollout$of$a$new$website$to$
build$brand$identification$around$the$new$URL
o!Create$a$governance$policy$to$define$roles$and$responsibilities$for$staff$regarding$management$
of$the$site,$content$refresh$goals,$approval$processes$and$homepage$content$editorial$decisions
o!Place$an$emphasis$on$a$highly$effective$search$tool$on$any$new$site$that$will$accurately$find$
content$throughout$the$pages$and$uploaded$documents
Improve!Website!SEO!Functionality!!
Creating"quality"content"is"imperative"in"creating"an"effective"and"successful"website."However,"the"
quality"of"the"content"matters"little"if"no"one"can"find"it."City"staff"requested"Tripepi"Smith"provide"some"
basic"recommendations"to"improve"Search"Engine"Optimization"(SEO)"for"the"City"of"Saratoga"website.""
Communication!Objective(s)!
o!Make"information"for"residents"easier"to"find"on"the"website"through"either"the"search"engine"
on"the"website"or"through"use"of"common"external"search"engines"like"Google"or"Bing."
37"
"
Action Steps:
o!Leverage$Google$and$Bing$Webmaster$Tools$to$help$these$respective$search$engines$properly$
index$content$on$the$website
o!Provide$alt$text$on$each$image$on$the$website$to$enable$search$engines$to$“read”$visual$content
o!Install$an$XML$sitemap$for$the$City$website$so$that$search$engines$can$easily$find$new$content
o!Create$meta$descriptions$for$each$page$of$the$website$to$help$search$engines$determine$content$
of$each$page
o!Upgrade$the$website$to$use$https$protocol$for$communications.$Https$shows$search$engines$that$
websites$use$secure$communications,$and$helps$with$page$rankings$in$search$engine$results
o!Ensure$the$website$design$is$mobileI$and$tabletIfriendly.$“Responsive$design”$is$now$favored$in$
search$engine$rankings
o!Consider$installing$Google$Site$Search$function$so$that$Google$can$easily$find/index$content,$and$
in$order$to$view$what$terms$are$searched$for$within$the$site$in$Google$Analytics
Coordinate!with!City!Stakeholders!and!Partner!Organizations!
Tripepi"Smith"found"word"of"mouth"was"one"of"the"primary"ways"Saratogans"receive"their"news."While"
direct"citizen"engagement"is"an"ideal"form"of"communication,"prominent"citizens"and"community"
organizations"are"among"the"most"powerful"coordinators"of"news."The"City"has"strong"working"
relationships"with"partner"organizations,"but"does"not"routinely"send"these"organizations"City"press"
releases"or"City"news"on"a"regular"basis.""
Communication!Objective(s)!
o!Leverage"opportunities"for"joint"messaging"where"appropriate"to"strengthen"communications"
Action Steps !
o!Assemble$a$list$of$community$stakeholders,$including$members$of$commissions,$school$boards,$
and$leadership$at$the$Chamber$of$Commerce$"
o!Send$City$news$and$press$releases$to$that$internal$stakeholder$list$to$inform$the$community"
o!Approach$partner$agencies$with$opportunities$for$regularly$scheduled$times$to$crossIcoordinate$
with$agencies.$For$example,$make$it$a$routine$lunch$event$spearheaded$by$the$City$but$that$
invites$communication$professionals$from$all$sister$agencies$to$gather$and$chat$informally.$
Consider$inviting$press$to$this$gathering$upon$occasion."
Develop!Relationships!with!Regional!Media!
Although"developing"relationships"with"local"media"takes"staff"time"and"effort,"media"relationships"can"
be"critical"in"crisis"situations"and"useful"to"publicize"major"city"accomplishments."There"is"no"way"to"
know"whether"these"relationships"will"bring"measurable"results."Therefore,"rather"than"a"fullXscale"
media"engagement"plan,"Tripepi"Smith"recommends"the"City"take"some"basic"steps"to"engage"local"
media."
Communication!Objective!
o!Expand"media"coverage"of"Saratoga"and"invest"in"relationships"that"could"prove"helpful"in"the"
future."
38"
"
Action Steps !
o!Identify$a$major$City$accomplishment$or$upcoming$event$and$pitch$the$story$to$local$media$
outside$the$normal$media$coverage$channels$
o!Twitter$is$a$powerful$tool$that$can$help$the$City$develop$relationships$with$reporters—
strategically$pick$a$few$television$reporters$who$cover$the$area$and$share$information$with$them$
via$Twitter$
o!Consider$holding$a$“Meet$the$Press”$day$at$City$Hall$where$regional$reporters$can$meet$City$
leadership$
o!Consider$holding$a$singleIstop$experience$for$media$to$get$familiar$with$regional$entities$and$key$
communicators$by$organizing$a$joint$“Meet$the$Press”$day$with$other$agencies$and$entities$
Develop a Marketing Plan for Recreation Programming!
Recreation"programming"is"often"one"of"the"single"most"powerful"points"of"positive"contact"with"
residents."In"many"cities,"it"can"be"used"as"a"tool"to"generate"citizen"engagement"or"happy"consumers"of"
City"services."In"Saratoga,"Recreation"programming"efforts"are"complicated"by"the"competing"Los"Gatos"
–"Saratoga"Recreation"(LGS"Recreation),"and"related"brand"confusion"undermines"the"total"potential"
goodwill"generated"by"the"City’s"programming."Effort"needs"to"be"put"into"defining"the"identity"of"
Saratoga"Recreation"as"CityXrelated."
Communication!Objective(s)!
o!Elevate"the"goodwill"generated"by"the"City’s"investment"in"the"Recreation"Department"
Action Steps !
o!Establish$consistent$branding$for$recreation$programming$
o!Identify$the$relationship$the$City$Manager’s$Office$will$have$relative$to$the$Recreation$
Department$regarding$promotion$of$programming"
o!Identify$opportunities$to$distinguish$Saratoga$Recreation$programs$from$Los$Gatos$–$Saratoga$
Recreation$Department"
o!Share$results$with$leadership,$review$successes$and$assess$room$for$improvement$
Improve KSAR’s Deliverables and Strategic Role
During"the"assessment"process,"staff"and"representatives"from"KSAR"noted"that"the"upcoming"contract"
renewal"in"2016"would"likely"bring"a"number"of"changes."Tripepi"Smith"agreed"with"these"proposed"
changes"as"well"as"noting"additional"items"for"consideration."
Communication!Objective(s)!
o!Increase"KSAR’s"capability"as"a"partners"to"the"City’s"communication"efforts"
Action Steps !
o!Identify$a$set$number$of$community$events$and$additional$content$KSAR$will$film$each$year$as$
part$of$the$contract"
o!Invest$in$upgraded$equipment$with$highIdefinition$capability$for$use$on$Granicus$and$cable$feed"
o!Consider$looping$content$during$available$times$in$programming$instead$of$feeding$a$community$
bulletin$board"
39"
"
o!Consider$merits$of$handing$ownership$of$assets$over$to$KSAR$versus$retaining$City$ownership"
o!Review$plans$of$MidIPeninsula$and$the$possibility$of$partnering$with$this$JPA$for$content$or$
support$(http://midpenmedia.org/)"
Develop a Crisis Communications Plan for the City"
Even"the"bestXrun"cities"can"experience"a"crisis."Preparing"for"nonXnatural"disaster"crisis"communications"
is"an"important"activity"for"a"mature"communications"process"to"undertake."During"crises,"the"public"
needs"accurate"information"quickly,"as"well"as"assurance"that"steps"are"being"taken"to"rectify"the"
situation."These"are"also"opportune"times"to"build"trust"with"the"community"to"transparently"
demonstrate"how"leadership"resolves"crises."
Communication!Objective(s)!
o!Prepare"for"worstXcase"scenarios"where"starting"from"scratch"on"communications"can"be"
avoided"
Action Steps !
"
o!Create$a$crisis$communications$plan$that$clearly$distinguishes$the$role$of$the$City$PIO$in$relation$
to$the$EOC$and$notes$when$one$or$the$other$or$both$are$activated$
o!Write$holding$press$releases$and$statements$for$various$scenarios$
o!Create$a$media$and$resident$outreach$plan$
o!List$stakeholder$contact$information$
o!Train$City$Staff$on$the$Alert$SCC$application$
Conclusion!!
Saratoga"is"a"great"place"to"live."Surrounded"by"natural"beauty,"Saratoga’s"proximity"to"centers"of"
business"in"the"Silicon"Valley"make"it"an"ideal"home"for"those"who"have"successfully"retired,"as"well"as"
those"who"have"professional"careers."The"school"districts"are"nationally"recognized,"which"is"great"for"
busy"families"who"value"education."As"a"result"of"all"these"positive"features,"property"values"are"well"
above"average"and"the"population"trends"wellXeducated,"higher"income"and"technologically"adept."
Even"with"limited"resources,"the"City"is"producing"content"on"a"number"of"different"platforms"with"great"
discernment"for"all"of"the"facets"and"components"that"go"into"the"City's"communications."The"next"step"
in"enhancing"City"communications"is"to"better"plan"and"measure"the"City's"communications"with"the"
public."Without"measurement,"evaluating"the"effectiveness"of"communications"is"a"difficult"X"if"not"
impossible"X"task.""
The"City"has"a"strong"foundation"for"communications"and"internal"talent"on"which"it"can"build"even"more"
effective"engagement"strategies.""
"!
40"
"
Appendix!A!C!Interview!Participants!
City!Council!&!Staff!!
Brian"Babcock,"Administrative"Analyst"1"
MaryXLynne"Bernald,"City"Council"Member"
Crystal"Bothelio,"City"Clerk"
Mainini"Cabute,"Public"Works"Management"Analyst"
John"Cherbone,"Public"Works"Director"
Manny"Cappello,"Vice"Mayor,"City"Council"
Cassie"Findley,"Recreation"Coordinator"
Mary"Furey,"Administrative"Services"Director"
Adam"Henig,"Recreation"Supervisor"
Rishi"Kumar,"City"Council"Member"
Emily"Lo,"City"Council"Member"
James"Lindsay,"City"Manager"
Emily"Lo,"City"Council"Member"
Tony"McFarlane,"Finance"Manager"
Howard"Miller,"Mayor,"City"Council"
Erwin"Ordonez,"Community"Development"Director"
"
Outside!Viewpoints!
Leonard"Almalech,"Planning"Commissioner!
Bradley"Davis,"President,"West"Valley"Community"College!
Allison"Lew,"Community"Librarian,"Saratoga"Library!
Ping"Li,"Parks"and"Recreation"Commissioner!
Pat"Martell,"President,"Chamber"of"Commerce!
41"
"
Bob"Mistelle,"Superintendent,"Los"GatosXSaratoga"Union"High"School"District!
Tom"Moran,"President"of"KSAR!
Arati"Nagaraj,"Saratoga"Union"School"District"School"Board"Member!
Steve"Prziborowski,"Deputy"Chief"Administration,"Santa"Clara"County"Fire"Department!
Khalida"Sarwari,"Reporter,"Saratoga"News!
Annette"Stransky,"Heritage"Preservation"Commissioner,"President"of"Saratoga"Historical"
Foundation!
Rick"Sung,"Captain,"Santa"Clara"Sheriff's"Office!
Lane"Weiss,"Saratoga"Union"School"District"Superintendent!
!!
"!
42"
"
Appendix!B!–!City!Website!Email!Notification!Subscribers!!
List!Subscribers!
Total"Unique"Email"Subscribers""319"
City"of"Saratoga"News"106"
City"Council"Agendas!104!
Saratoga"Community"Events!91!
Sheriff's"Weekly"Reports!90!
Planning"Commission"Agendas"&"Minutes!89!
The"Saratogan!86!
Parks"&"Recreation"Commission"Agendas"&"Minutes!53!
City"Council"Public"Notices!52!
Planning"Commission"Public"Notices!48!
Traffic"Safety"Commission"Agendas/Minutes!48!
Pedestrian,"Equestrian,"and"Bicycle"Trails"Advisory"Committee"Agendas/Minutes!47!
Library"Commission"Agendas/Minutes!42!
Heritage"Preservation"Commission"Agendas/Minutes!42!
Press"Releases!35!
Youth"Commission"Agendas/Minutes!30!
Environmental/CEQA"Documents"&"Notices!22!
Commission"Recruitments!13!
!
"!
43"
"
Appendix!C!–!Website!Review!
Good"Elements"of"the"Website:"
o!Strong"visual"space"used"for"news"and"current"events"
o!Video"integration"on"homepage"
o!Direct"and"easy"access"to"staff"via"the"staff"directory,"including"phone"numbers"and"email"
addresses""
o!Dropdown"menu"provides"easier"navigation"to"website"content"
Areas"that"Need"Improvement:"
o!Optimize"the"site"design"for"mobile"or"tablet"devices"(responsive"design)"
o!Add"a"sitemap"and"integrate"Google"Webmaster"Tools"and"Bing"Webmaster"Tools"to"ensure"
proper"search"engine"site"indexing"
o!Improve"the"iconography"and"overall"design"to"make"the"site"more"visually"pleasing""
o!Add"prominent"invitation"on"the"homepage"for"subscription"to"electronic"
newsletter/communications"
o!Consolidate"information"on"Department"pages"
o!Rely"less"on"PDFs"to"manage"the"content"for"significant"components"of"the"site,"and"try"to"put"
more"of"the"content"into"actual"HTML"code."This"will"make"finding"and"consuming"content"much"
easier."
o!“Current"Projects”"portion"of"the"website"appears"to"link"to"outdated/broken"webpages"
"!
44"
"
Appendix!D–!Facebook!Metrics!
Recreation!Facebook!Insights!
Gender!of!Fans!Recreation!Page!All!of!Facebook!
Women"75%"46%"
Male"22%"54%"
"
Age!of!Page!
Fans!13517!18524!25534!35544!45554!55564!65+!
Women"0.92%"2%"8%"14%"20%"10%"5%"
Male"0.70%"4%"4%"9%"10%"8%"5%"
"
Page!Fans!by!City!"
Saratoga""153"
San"Jose"119"
Los"Gatos"31"
Campbell"23"
San"Francisco"17"
All"Others"206"
Total!549!
"
City!Hall!Facebook!Insights!
Gender!of!Fans!City!Hall!Page!
Women!60%!
Male!40%!
!
Age!of!Page!
Fans!13517!18524!25534!35544!45554!55564!65+!
Women!0.90%!4%!13%!24%!21%!7%!5%!
Male!0.70%!2%!4%!6%!4%!4%!2%!
!
Page!Fans!by!City!!
Saratoga"!258!
San"Jose!117!
Los"Gatos!25!
Santa"Clara!16!
Campbell!14!
All"Others!220!
Total!650!
45"
"
Appendix!E!–!Typical!The$Saratogan$Production!Schedule!
Staff"begins"outlining"potential"topics"and"content"2"months"before"due"to"printer"
Topics"brought"to"Councilmembers"for"
suggestions"
1"month"before"due"to"printer"
Writing"and"Layout"3"weeks"before"due"to"printer"
Review"and"Edits"2"days"to"1"week"before"due"to"printer"
Layout"Proof"Sent"to"Printer"1"day"
Proof"Reviewed,"Edited"and"Sent"to"Print"1"to"3"hours"
"
!
46"
"
Appendix!F!–!Granicus!Viewership!Rates!
For"Period:"May"1,"2015X"May"1,"2015"
Video&Number&of&Views&
Saratoga!Live!Feed"1866"
City!Council!7!Feb!18th,!2015"1504"
CITY!COUNCIL"439"
CITY!COUNCIL"329"
CITY!COUNCIL!7!Nov!19th,!
2014"302"
Planning!Commission"302"
Live!Planning!Commission!
Link!7!Apr!22nd,!2015"243"
Planning!Commission!7!Oct!
22nd,!2014"220"
Planning!Commission"137"
CITY!COUNCIL"110"
CITY!COUNCIL"110"
CITY!COUNCIL"110"
CITY!COUNCIL"110"
CITY!COUNCIL"108"
CITY!COUNCIL"82"
CITY!COUNCIL"82"
CITY!COUNCIL"82"
Planning!Commission"82"
CITY!COUNCIL"55"
City!Council!Reorganization"55"
Planning!Commission"55"
CITY!COUNCIL"54"
CITY!COUNCIL"54"
Planning!Commission"54"
CITY!COUNCIL"27"
Planning!Commission"27"
CITY!COUNCIL"27"
CITY!COUNCIL"27"
CITY!COUNCIL"27"
CITY!COUNCIL"27"
Planning!Commission"27"
CITY!COUNCIL"27"
CITY!COUNCIL"27"
Planning!Commission"27"
Planning!Commission"27"
CITY!COUNCIL"27"
CITY!COUNCIL"27"
Planning!Commission"27"
CITY!COUNCIL"27"
47"
"
New!Event!7!Feb!19th,!2015"27"
Name"Page!Views"
"
*Granicus"Analytics"eliminates"traffic"from"City"Hall"IP"addresses."Exploring"discrepancies"in"view"rates,"including"the"large"number"of"meetings"with"27"views"and"some"meetings"receiving"disproportionately"higher"views"would"involve"a"full"review"of"metrics"with"Granicus,"and"was"not"within"the"scope"of"this"assessment."
!
"
"!
48"
"
Appendix!G!–!Santa!Clara!County!Sheriff’s!Office!Media!Relations!
General!Order!
"
49"
"
"
50"
"
"
51"
"
"
"
!