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  • CORPORATION OF THE CITY OF KINGSTON

    2005 COMMUNICATION AND CONSOLIDATED ADVERTISING GUIDE

    Prepared by the Communications Office December, 2004

  • TABLE OF CONTENTS

    PURPOSE

    WHEN TO USE THIS GUIDE

    ADVERTISING POLICIES, PROCESS AND DEADLINES Policy Statements 2 Advertising Process 3 Advertising Deadlines 3

    Print 3, Radio 3, Communications Office Contacts, 4

    PLANNING FOR EFFECTIVE ADVERTISING Identifying Your Objectives and Goals 5 Developing Your Message 5 Making Media Decisions 6 Setting the Budget 7

    Communication activities included in the consolidated advertising budget Communications activities not included in the consolidated advertising budget

    Evaluating the Effectiveness of Your Advertising 8

    Introduction 70 What is Communication? 70 The Communication Process 70 Key Factors in Good Communications 7 7

    APPENDIX A COMMUNICATION PROCESS

    APPENDIX B COMMUNICATION VEHICLES Publicity 72 Internet 74 Broadcast Advertising 75 Print Advertising 75 Out-of-Home Advertising 77

    APPENDIX C ADV ERTlSl P Promotion Mix 78

    G 4D Tt E M, R CETING MIX

    Advertising 78, Sales Promotion 78, Public Relations 78, Personal Selling 20

    APPENDIX D CORPORATE IDENTITY POLICY City of Kingston Applications 27 Request to Use Logo by Outside Agencies 22 City Logo as a Source of Revenue 22 Logo Printing Specifications 24

    GLOSSARY

    SOURCES

    5

    10

    12

    18

    20

    25

    27

  • 2005 COMMUNICATION AND CONSOLIDATED ADVERTISING GUIDE PURPOSE- WHEN TO USE THIS GUIDE - d 2005 COMMUNICATION AND CONSOLIDATED ADVERTISING GUIDE With the consolidation of divisional advertising accounts, the City of Kingston has initiated a corporate approach to communicating news and information to our various audiences. This will help us improve the effectiveness of our messages, make more efficient use of our advertising dollars and reduce the amount of staff time devoted to corporate advertising.

    PURPOSE The purpose of this guide is to: . set out the policies and procedures for the corporate consolidated advertising

    program . provide guidelines on how you can effectively communicate your programs and services to your target audiences

    9 define the role of the Communications Office in the corporate communication process clarify the definitions of communication, public relations and advertising for City of Kingston purposes

    For the purposes of this guide, the Communications Office defines communication as the sharing of information on City of Kingston services and programs with our target audiences to establish a common understanding and elicit a desired outcome or action. Communication is achieved through a combination of public relations and advertising activities.

    The Canadian Public Relations Society defines public relations as the management function which identifies public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance. Tools used by the Communications Office to achieve public relations goals include news releases, public service announcements, brochures and special events. Advertising is the use of paid media by an organization to inform, persuade and remind about its products, services and programs.

    WHEN TO USE THIS GUIDE . Use this guide when there is something about your service or program you want to communicate to an audience. . This guide and the Communications Office will assist you in determining the best way to communicate your message by helping you define and understand your target audiences, developing a message they can understand and choosing appropriate communication vehicles to reach them. Use this guide to understand the process for placing a paid advertisement. As the Communications Office is responsible for the administration of the corporate advertising account, all advertisements will be placed by the

    I

  • 2005 COMMUNICATION AND CONSOLIDATED ADVERTISING GUIDE PURPOSE- WHEN TO USE THIS GUIDE 111

    Communications Office. Exceptions to the consolidated advertising program are explained in Setting the Budgetsection on page 7 of this guide.

    2

  • 2005 COMMUNICATION AND CONSOLIDATED ADVERTISING GUIDE POLICIES, PROCESS AND DEADLINES

    ADVERTISING POLICIES, PROCESS AND DEADLINES Policy Statements The Communications Office is responsible for the administration of the corporate consolidated advertising budget and the placement of all advertisements. Exceptions to the consolidated advertising program are explained on page 7 in the Setting the Budget section of this guide. The City of Kingston Web site is the primary method of providing information to the public, and all communications, including corporate advertising, will have a consistent reference to the city site.

    Goals of the City of Kingston corporate advertising and communications program: (a) to provide our audiences with clear and accurate information about City of

    (b) to deliver corporate advertising using a variety of mediums that effectively Kingston programs, services, policies and by-laws

    attract the attention of our target audiences in plain language they can readily understand

    municipal government

    for City of Kingston audiences

    government

    (c) to promote a positive image of the City of Kingston and improve the visibility of

    (d) to advance social marketing activities directed at improving the quality of life

    (e) to provide accountable, accessible and equitable information about local

    (f) to comply with all statutory advertising requirements

    To accomplish these goals, the Communications Office will ensure that: (a) City of Kingston advertising is placed in a manner that is the most efficient and

    (b) City of Kingston advertising decisions are well planned, based upon the cost effective for the corporation

    identification and assessment of the goals and objectives of the messages, identification of appropriate target audiences and usage of appropriate communications vehicles within the fixed consolidated advertising budget

    (c) City of Kingston advertising complies with the Corporate Identity Policy, as amended May 15,2001 - See Appendix D

    (d) City of Kingston advertising reflects the principles of accessibility (e) City of Kingston advertising uses plain language to ensure clarity and

    consistency of inform at ion

    2

  • 2005 COMMUNICATION AND CONSOLIDATED ADVERTISING GUIDE POLICIES, PROCESS AND DEADLINES - - Advertising Process When a department or division requires an advertisement, contact the communications officer assigned to that department or the Communications Office. The sooner you contact the Communications Office, the better we can assist you in developing a communication plan and message.

    In consultation with the department or division, the communications officer will work with you to identify the issues at hand and the objectives to be achieved, set realistic communication goals, identify the challenges, establish the target audience(s), and choose the appropriate communication vehicles to reach those audiences.

    Whether the campaign is educational, promotional, or for information only, the Communications Office will assist you in developing an appropriate communication plan to suit the undertaking.

    Advertising Deadlines While the following are deadlines for corporate advertising, please keep in mind that large projects often require months of planning. If you have a large multi-phased project, please inform your communications officer well in advance of your advertising or communication request.

    Print Advertising Deadline: The Communications Office has established a City Page in the Kingston This Week newspaper to ensure that Kingston audiences are provided with a convenient and predictable location for finding out what is new and currently happening in the city. This page will run on Tuesday and features notices, service specific information, procurement notices, as well as social marketing advertisements. Kingston This Week has a professional advertising design and layout artist who will work with the Communications Office to give City of Kingston ads a distinctive and consistent look. It is no longer necessary for you to design or format your ads. Just provide us with the text. Submit advertising requests to your communications officer or the Communications Office by 4:30 p.m. on the Thursday prior to the Tuesday you want the ad to appear. While the Communications Office will not be able to place ads received after the deadline, we will use other vehicles, such as the Web site, radio and news releases to communicate the message. Radio Advertising Deadline: CFLY-98.3 FM of CHUM Radio Kingston is our primary radio vehicle for 2005. City ads will run five days a week between 6 a.m. and 8 p.m. allowing us to reach each radio listener in our target audience several times a week. A decision on a complimentary radio buy, which will increase our reach, will be made during the first quarter of 2005. Contact your communications officer or the Communications Office at least a week in advance of the date you want your ad to air.

    3

  • 2005 COMMUNICATION AND CONSOLIDATED ADVERTISING GUIDE --- POLICIES, PROCESS AND DEADLINES Communications Office Contacts

    Cindie Ashton, Communications Officer (located