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Home My WebLink AboutAGENDA REPORT 2019 1218 REG CCSA ITEM 10ICITY OF MOORPARK,  CALIFORNIA City Council Meeting of December 18, 2019 ACTION Adopted Resolution No. 2019- 3868. BY B.Garza. I. Consider a Resolution Amending the Fiscal Year 2019/20 Budget to Appropriate $28,200 from the General Fund (1000) to Fund Public Outreach as Part of the City’s Join the Conversation Outreach Program. Staff Recommendation: Adopt Resolution No. 2019-3868 to amend the FY 2019/20 Budget to appropriate $28,200 to fund public outreach as part of the City’s Join the Conversation outreach program. (ROLL CALL VOTE REQUIRED) (Staff: Brian Chong) Item: 10.I. MOORPARK CITY COUNCIL AGENDA REPORT TO: Honorable City Council FROM: Brian Chong, Assistant to the City Manager DATE: 12/18/2019 Regular Meeting SUBJECT: Consider a Resolution Amending the Fiscal Year 2019/20 Budget to Appropriate $28,200 from the General Fund (1000) to Fund Public Outreach as Part of the City’s Join the Conversation Outreach Program BACKGROUND AND DISCUSSION On February 6, 2019, the City Council approved an Agreement with the Lew Edwards Group (LEG) for strategic consulting, planning, and communications services related to community satisfaction, City Budget adoption, and community priorities. On June 19, 2019, the City Council extended the Agreement through June 30, 2020. Under LEG’s guidance, earlier this year, the City completed a statistically-valid community survey of approximately 600 Moorpark households to identify community priorities and satisfaction with their City government. The City Council then used this resident input at its 2019 City Council retreat and to help develop the City’s Strategies, Goals, and Objectives document for FY 2019/20 and FY 2020/21, which was adopted by the City Council on July 17, 2019. As part of the increased resident communication desired as part of that inaugural process, the City also initiated creation of its first Budget in Brief document, which summarizes the City’s FY 2019/20 Annual Budget into an easily readable, easily understandable two-page document designed to improve the City’s transparency efforts. During the rollout of the community survey in Spring 2019, the City began receiving phone calls from the public asking why they did not receive a phone call about community priorities and how their feedback would be collected. While preserving the statistical validity of the survey required that unsolicited survey responses were not included, the City instead widened communication efforts at the conclusion of the survey process, as part of an inaugural “Join the Conversation” outreach program. Item: 10.I. 164 Honorable City Council 12/18/2019 Regular Meeting Page 2 Work then began to develop the City’s “Join the Conversation” public outreach program, focused on further identifying community priorities to help guide the City Council as its develops policy for the City. On July 31, 2019, the City soft launched its “Join the Conversation” website (www.moorparkca.gov/JoinTheConversation) that allows the public to view the City Council’s current Strategies Goals, and Objectives, the results of the community survey already completed, and to complete their own community priorities surveys. The soft launch included outreach through the City’s Quarterly Newsletter, mailed to all City residents, and through solid waste bill inserts. To attract attention to the Join the Conversation outreach program and website, and ultimately get community participation, the City has deployed its standard outreach practices, including press releases, E-mail blasts, and social media. The survey results were also incorporated into the main activity at the City’s booth at this year’s Moorpark Country Days event. In addition, the City has undertaken several new outreach efforts to better reach a broader swath of the Moorpark community, foster two-way communication, and obtain resident feedback on service priorities: - Community Presentations: Staff has reached out to multiple Moorpark civic and community groups across the City, including service clubs and homeowners’ associations, to make presentations about what the City does and to obtain feedback from those groups. The first two presentations were completed in November, and staff has already scheduled four additional community presentations in January and February. - Direct Mailer: In early December, the City sent a direct mailer to a subset of residents in Moorpark, seeking further feedback on the priorities identified in the community survey, as well as open-ended comment space. Historically, the City has purchased online advertising primarily through social media networks, such as boosting the City’s posts and the City’s events through Facebook and Twitter. However, in keeping with the philosophy – to catch fish, you must go to where the fish are – LEG is additionally recommending that the City shift and expand its online outreach into new spaces, as new technologies now allow more targeted outreach to Moorpark residents, beyond the reach of a boosted or organic Facebook or Twitter post. Specifically, LEG is suggesting a Digital Media Program to begin in January and February 2020, funded at $28,200. The Digital Media Program is proposed to consist of both static banner advertising and video advertising on media platforms such as news outlets, YouTube, and web pages visited by Moorpark residents. These banners or videos would display on websites, or inside mobile apps, visited by a person accessing the Internet from an IP address tied to a Moorpark resident – not just someone currently in Moorpark. For example, a YouTube video being watched by a Moorpark resident viewing a video online may first get a video advertisement from the City encouraging them to Join the Conversation. As another example, someone from 165 Honorable City Council 12/18/2019 Regular Meeting Page 3 Moorpark reading a story on a news website may be shown static or video advertising from the City encouraging them to Join the Conversation. Such advertisements could follow Moorpark Internet browsers across other platforms and websites as well. Under LEG’s guidance, City staff would generate the static graphics for advertising, using existing staff resources, similar to the process used by the City to design mailers and other online communications. To generate the video advertisements, City staff would utilize the City’s existing contract with Pegasus Studios, which includes video production services. LEG would produce a script, and Pegasus Studios would then create the video. The City’s adopted FY 2019/20 Budget already includes $7,000 for video production during this fiscal year, and the video productions costs can be absorbed into that existing budget. FISCAL IMPACT Funding for a Digital Media Program in support of the Join the Conversation outreach program was not included in the FY 2019/20 Budget. To fund the program, a budget amendment would be required. The attached Resolution (Attachment 1) would amend the budget by appropriating $28,200 from the General Fund for the Digital Media Program. COUNCIL GOAL COMPLIANCE This action is consistent with City Council Strategy 3, Goal 2, Objective 2 (3.2.2): Identify residents’ priorities for City services and recommend feasible strategies to enhance service priorities by June 30, 2020. STAFF RECOMMENDATION (ROLL CALL VOTE REQUIRED) Adopt Resolution No. 2019-___ to amend the FY 2019/20 Budget to appropriate $28,200 to fund public outreach as part of the City’s Join the Conversation outreach program. Attachment 1: Draft Resolution No. 2019-____ 166 ATTACHMENT 1 RESOLUTION NO. 2019-___ A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF MOORPARK, CALIFORNIA, AMENDING THE FISCAL YEAR 2019/20 BUDGET TO APPROPRIATE $28,200.00 FROM THE GENERAL FUND (1000) FOR PUBLIC OUTREACH AS PART OF THE CITY’S JOIN THE CONVERSATION OUTREACH PROGRAM WHEREAS, on June 19, 2019, the City Council adopted the Operating and Capital Improvement Budget for Fiscal Year 2019/20; and WHEREAS, a staff report has been presented to the City Council requesting approval of funding for public outreach as part of the City’s Join the Conversation outreach program; and WHEREAS, a budget amendment of $28,200.00 is requested from the General Fund (1000) to finance public outreach as part of the City’s Join the Conversation outreach program; and WHEREAS, Exhibit A, attached hereto and made a part hereof, describes said budget amendment and its resultant impact to the budget line item. NOW, THEREFORE, THE CITY COUNCIL OF THE CITY OF MOORPARK DOES HEREBY RESOLVE AS FOLLOWS: SECTION 1. A budget amendment adding $28,200.00 in expenditures to the General Fund (1000) to fund public outreach as part of the City’s Join the Conversation outreach program, is hereby approved, as more particularly described in Exhibit A, attached hereto. SECTION 2. The City Clerk shall certify to the adoption of this resolution and shall cause a certified resolution to be filed in the book of original resolutions. PASSED AND ADOPTED this 18th day of December, 2019. ________________________________ Janice S. Parvin, Mayor ATTEST: ___________________________________ Ky Spangler, City Clerk 167 Resolution No. 2019-____ Page 2 BUDGET AMENDMENT FOR GENERAL FUND FOR PUBLIC OUTREACH AS PART OF THE JOIN THE CONVERSATION OUTREACH PROGRAM FY 2019/20 FUND BALANCE ALLOCATION: Fund Title Fund-Account Number Amount General Fund 1000-000-00000-33990 $28,200.00 Total $28,200.00 EXPENDITURE APPROPRIATION: Account Number Current Budget Amendment Adjusted Budget 1000-131-00000-51000 $103,000.00 $28,200.00 $131,200.00 Total $103,000 $28,200.00 $131,200.00 EXHIBIT A 168