HomeMy WebLinkAbout7.1 Annual Senior Center Promotions Plan lU 111
1 82 AGENDA STATEMENT
SENIOR CENTER ADVISORY COMMITTEE
MEETING DATE: AUGUST 5, 2010
SUBJECT: Annual Senior Center Promotions Plan
Report Prepared by Paul McCreary, Assistant Director of Parks
and Community Services
ATTACHMENTS: None
RECOMMENDATION: Receive report and provide input
FINANCIAL STATEMENT: None
DESCRIPTION: Staff utilizes many free venues to publicize upcoming events. One
of the most valuable publications is the Dublin Doings, which will be published quarterly starting this
Fiscal Year. Once it is printed it can be viewed at www.dublinseniorcenter.com. It is mailed to over 500
senior supporters including dignitaries and other neighboring senior centers. Research shows that "word
of mouth"is the best way to promote an activity.
Below is the list of various media organizations that Staff sends press releases via website or email.
These agencies do not publish all activities that are sent. Most venues have submission limits per agency
so information on the "special" events, new classes or activities usually takes priority. The flyers created
for special event's are distributed more frequently than the activities offered weekly. If any program or a
new activity needs additional publicity, or needs more students to attend, Staff distributes information
more frequently. Staff also makes announcements to the classroom, and post flyers throughout the Senior
Center, and other public buildings.
Description Method
1 Tri-Valley Convention and Visitor's Bureau website,email blast
2 Tri-Valley Herald Newspaper website, print
3 Valley Times Newspaper website, print
4 Livermore Amador Valley Transit Authority(Wheels) email blast
5 Diablo Magazine website, print
6 Your Town Monthly Circular print
COPIES TO:
ITEM NO.: 7.1
G:\SRADVCMTE\Statements\2010\8-5-10 Item 7.1 Promotion Tech final pm.doc
7 Tri-Valley Magazine print
8 The Independent Newspaper
website, print
9 Pleasanton Weekly Newspaper website, print
10 KKIQ radio for only special events radio
11 Around Dublin Column by Alan Elias (Times) print
12 Contra Costa Times Newspaper
website, print
13 Hacienda Online! website
14 City of Dublin website website
15 www.dublinseniorcenter.com print, marquee
16 Dublin Doings direct mail to 500 seniors print
17 Shannon Center postings print
18 PC&S front desk postings print
19 Dublin Library bulletin postings print
20 The Groves/Wicklow Square Senior Housing postings print
21 Targeted email blasts to patrons,volunteers&employees electronic email
22 Distribution of flyers and newsletters to other senior centers print
23 Announcements made in classes and at events
word of mouth
In addition Staff will be available to assist the Advisory Committee with conducting a"listening post" for
community outreach during the Fiscal Year, similar to the event done at Safeway last year.
New Promotional Activities for Fiscal Year 2010-2011
Quarterly E Newsletters
This year Staff will be distributing quarterly e-newsletters to each of the Department's four primary
market segment groups including: •
• Families with children
• Adults, 25-44 years,without children
• Boomer Adults, 45-64 years
• Older Adults, 65 years and better
Each newsletter will have a different look and feel that will appeal to the particular market segment. The
key messages in each e-newsletter will be geared toward the specific target audience. Each newsletter
will feature approximately six highlights, each including a photo'and teaser paragraph to gain the interest
of the reader. The reader can then click on a link for more information or to register for the activity.
Customers will be able to opt-in to receive the newsletters electronically.
New City Website and Senior Center Webpage
The City's new website will launch this fall. The website will have more robust features for
communicating with customers. Features that will be available for the Senior Center webpage include:
• News Flash — The Senior Center webpage will have a news flash section to post news items of
importance. Customers can opt in to receive a "Really Simple Syndication" (RSS) feed sent to
their email or mobile device when a new item is posted to the news flash. Customers can opt in
for the various news flash sections that may interest them (i.e. Senior Center, Heritage Center,
Sports Field Closures). It is a way online for customers to get a quick list of the latest story
headlines from all their favorite websites and blogs all in one place.
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• Notify Me — The "notify me" module allows customers to sign up for email list that Staff has
created. This allows Staff to send out mail emails to everyone on the subscription list with just a
few easy steps.
• Calendar — The page will have monthly calendar for posting events, meetings, workshops and
other important dates. An item in the calendar database can be selected to show on the Senior
Center webpage calendar, as well as calendars on other related pages (i.e. Parks and Community.
Services Department Homepage, Special Events Page, etc.)
• Document Center—An area will be available for customers to find commonly requested Senior
Center forms, flyers and publications.
• Frequently Asked Questions (FAQ) Section — This improves the ease of communication and
provides 24-hour answers to commonly asked questions from customers.
• Quick Links — This will place links for senior services information and referrals, and often
requested information, directly on the Senior Center webpage.
• Forms Module — This converts paper forms into online forms that are easily filled out and
submitted via the Senior Center webpage. An example would be a Lunch Order Form. This
creates less paperwork and provides the information to the appropriate Staff via email.
• Opinion Poll — This module allows Staff to gather opinions from residents and customers about
topics that are exciting or interesting, and will make the webpage more interactive for users.
Staff will be devoting time this Fiscal Year transitioning to the new website and assuming responsibility
for coordinating regular updates to the content. This will result in an appreciable increase in the
Department's ability to communicate with customers.
•
RECOMMENDATION: Staff recommends the Advisory Committee receive the report and provide
input.
•
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