HomeMy WebLinkAbout8.2 Changes to Promotional Publications
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AGENDA STATEMENT
PARKS AND COMMUNITY SERVICES COMMISSION
MEETING DATE: February 8, 2010
SUBJECT: Changes to Promotional Publications
Prepared by Paul McCreary, Assistant Director of Parks and
Communiry Services
ATTACHMENTS: Draft 2010 Aquatics Guide
RECOMMENDATION: Receive Report
FINANCIAL STATEMENT: None
DESCRIPTION: When preparing the budget for the cunent fiscal year, Staff was
asked to cut costs where possible without significantly affecting the level of service provided to the
community. One of the cost cutting measures taken by Staff was to restructure the way the Activity
Guides are produced and the frequency of publication. These changes resulted in a 32% reduction in
costs and a savings of $17,995. The following is an overview of the changes.
Reducing Frequency of Publication
The first change was reducing the Activity Guide frequency from quarterly to three times per year by
combining the winter and spring editions into one. Each edition of the Activity Guide is mailed directly
to over 15,800 households in Dublin. An overrun of about 1,200 guides are distributed in public
buildings, retail establishments and apartment complexes throughout Dublin.
Staff spoke with other municipalities in California that had combined two quarters of activities into one
publication to help avoid any unintended consequences. This included not having a seasonal theme for
the cover. It would be confusing for customers if the cover featured the winter holidays, when the content
runs through spring. A six month calendar of events was included on the inside front cover to ensure
those important dates weren't lost. Staff increased the number of copies by 3,000 to ensure plenty of
copies will be available for the second round of registration in March. Staff will also be sending out an
email blast to customers in early-March since they won't be receiving a spring guide to remind them that
new classes are beginning in April.
In-House Graphic Design and Lavout of Publication
For the past six years, the design and layout of the Activity Guide has been contracted out to a
professional marketing and graphic design firm. Two years ago a part-time Graphics Technician was
hired to enhance the image and create a more consistent look for all Department promotional materials.
COPIES TO:
ITEM NO. 8.2
G:\PARKS COMMISSIMAGNDSTMT12010\2-8 Item 8.2 Aquatics Guide.doc
Since the City now had the talent internally to design the Activity Guide, Staff determined it was mare
cost effective to do the design in-house. The change to in-house design was made for the fa112009 edition
of The Guide and was seamless to the public as there was no major change to the look and feel of the
publication.
2010 Aquatics Guide
Another change was to discontinue publication of a Camp Guide and instead produce an Aquatics Guide.
The Camp Guide has been produced for the past three years. Each year Staff received complaints from
customers that it was confusing when the camps were no included in the summer Activity Guide. Staff
also believes that the swim lesson program is in need of enhanced promotions.
The 2010 Camp Guide will be included in the summer edition of The Guide. The camp pages will be at
the start of the publication and will have a different look and feel than the other pages in The Guide. A
special email newsletter on summer camps will be sent to customers in the City's registration system to
ensure they are aware of camp options and registration dates.
Attachment 1 is a draft copy of the 2010 Aquatic Guide that will be distributed starting in March. A total
of 7,500 copies will be distributed throughout the community in public buildings, retail establishments
and apartment complexes. The Aquatics Guide will also be distributed to all students in Dublin's public
elementary schools. An aquatics e-newsletter will be sent to customers in the Department's registration
system to ensure they are aware of the new aquatics guide, and the ability to register now for the entire
season of swimming lessons.
RECOMMENDATION: Staff recommends that the Parks and Community Services
Commission receive the report.
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