HomeMy WebLinkAbout8.3 Online Registration Five-Year Summary
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AGENDA STATEMENT
PARKS AND COMMUNITY SERVICES COMMISSION
MEETING DATE: May 19, 2008
SUBJECT: Online Registration Five-Year Summary
Report by Paul McCreary, Parks and Community Services Manager
ATTACHMENTS: None
RECOMNENDATION: Receive report
FINANCIAL STATEMENT: None
DESCRIPTION: On May 13, 2003, the City launched the DublinRecGuide.com
website to provide online registration for recreation programs, classes and events. The website was
developed in response the Council's high priority objective to deliver more City services via the Internet.
The expected outcomes of the website were to enhance customer service and better leverage existing
staffing resources. ,
It has been five years since the website was introduced. Staff has prepared a brief analysis of how the
website has been used since its launch. The analysis was based on data from the first full fiscal year of
use (FY 2003-2004) through the last full fiscal year of data (FY 2006-2007). Following is a summary of
the findings.
In the first five years of use (May 2003-2008), over $1.8 million of business has been transacted on the
website. That has included over 28,500 transactions. During FY 2006-2007:
¦ The combined number of customer transactions online and at the counter were 16,156 which was a
5 1 % increase compared to FY 2003-2004.
¦ Online registration made up 7,828 (48%) of the total transactions, which was a 165% increase in
online transactions compared to FY 2003-2004.
The 48% average rate for online registration during Fiscal Year 2006-2007 was a slight decrease
compared to the four year high of 53% the prior year. The highest percentage of online transactions in a
single quarter was during the fa112007, when online registration topped 70%.
During FY 2006-2007 children's classes accounted for 23% of the transactions on the website, followed
by summer camps at 20% and aquatics at 18%. The programs with the highest percentage (60% or more)
of customers likely to register online include summer camps, children's classes, special events and sports.
Customers that are least likely to use online registration include those for senior services and preschool.
COPIES TO:
ITEM NO.: 8.3
GAPARKS COMMISSIONWGNDSTMT\2008\5-19 Item 8.3 Online Registration Five Year Review.doc
This analysis demonstrates that the website has been effective at meeting the proposed outcomes for the
project, which were to enhance customer service and maximize the use of staffing resources. However,
Staff will continue to monitor use of the website and obtain customer feedback on its ease of use, in the
hopes of increased annual average use to over 60%. This will require continued promotions of the
website with new and potential customers.
It should be noted that in addition to meeting these outcomes, the website and database have become an
excellent tool for accomplishing other tasks such as target marketing (direct mail and e-mail), improving
the accuracy and efficiency of record keeping, and streamlining the budget preparation process.
RECOMMENDATION: Staff recommends that the Parks and Community Services
Commission receive the report.
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