Item #5 Communications Framework and 3 Year Public Relations Plan — original pdf

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Communications Framework & 3-Year Public Relations Plan AUSTIN ANIMAL SERVICES Animal Advisory Commission July 14, 2025 Elizabeth Ferrer Marketing & Communications Program Manager 1 Agenda • WHY THIS MATTERS • 5-YEAR STRATEGIC PLAN • COMMUNICATIONS FRAMEWORK • 3-YEAR PUBLIC RELATIONS PLAN • TOOLS AND RESOURCES • WHAT SUCCESS LOOKS LIKE • HOW THIS HELPS US • QUESTIONS 2 COMMUNICATIONS & COMMUNITY WHY THIS MATTERS Inform our community about who we are, what we do, and why what we do matters Build trust, visibility, and engagement Improve outcomes for Austin area animals 3 5-YEAR STRATEGIC PLAN Increases Community Engagement • Bilingual Content • Outreach Events • Video Storytelling • Building Trust Campaign Improves Operational Transparency • Clear communication • Website with dashboard Supports Outcomes Supports Pet Retention • Adoption Campaign • Leverages Partnerships • Resources • “Pets Belong Home” Campaign • Resources • Education Advances Equity Strengthens Internal Alignment • Spanish language messaging • Access-focused tools • Training • Messaging guides • Internal briefings 4 COMMUNICATIONS FRAMEWORK AN OVERVIEW • Mission • Serve every person and pet in Austin and Travis County • Goal • Build trust • Voice • Honest, compassionate, and transparent • Approach • Plain language • Real-time storytelling • Community-centered 5 3-YEAR PUBLIC RELATIONS (PR)PLAN PLAN GOALS • Improve awareness of Austin Animal Services and resources • Expand community presence and engagement • Promote pet retention and responsible ownership • Strengthen equity and bilingual communication • Support consistency with the City of Austin’s rebranding initiative 6 Launch “Building Trust” campaign Create staff messaging guides Coordinate monthly outreach events (ongoing) Develop animal success stories for media pitching Conduct signage audit for City of Austin rebranding initiative Publish first volunteer spotlight feature on social media Design public- facing newsletter and plan content Create informational videos/reels on a variety of topics Finalize new branded electronic content for City’s rebrand launch Begin design and partial installation of fence wind barrier campaign 3-YEAR PR PLAN BUILDING THE FOUNDATION PHASE ONE 7 Publish public newsletter Post Volunteer Spotlights – bi- monthly volunteer story (image + quote or short video) Release bi- monthly informational reels/videos Finalize signage audit and begin phased rebranding- compliant signage Pilot “Pet Resource Pop- Up” kit Design internal newsletter and plan content Develop and launch “Pets Belong Home” flyer and social media toolkit Launch “Pets Belong Home” Pet Retention Campaign Launch “Ask AAC” social media series answering pet- related questions Draft 2027 communication and outreach goals 3-YEAR PR PLAN STRENGTHENING PHASE TWO 8 Expand newsletter distribution via City channels and community groups Launch bilingual Pet Owner Empowerment Toolkit (PDF + videos) Post short testimonials from pet owners using AAC or ATXN resources Install QR codes linking to pet resources in utility bills, libraries, rec centers Partner promotion in public spaces Social media campaign with pet retention success stories Rotate new designs into existing fence wind barrier space Launch “Pet Adoption” campaign Host a community open house with feedback stations Begin drafting 2028–2030 communications plan 3-YEAR PR PLAN GROWTH AND INNOVATION PHASE THREE 9 TOOLS AND RESOURCES FOR THE CAMPAIGN AHEAD • Social Media • Newsletter • Volunteer Spotlights • Printed Materials • Video/Reels • Website Content • Signage • Paid Advertising • Partnerships Austin Animal Services invites the Animal Advisory Commission to pass along messaging with their colleagues and connections. Media or marketing connections are another way to support Austin Animal Services during this campaign. Provide suggestions! 10 WHAT DOES SUCCESS LOOK LIKE FOR AUSTIN ANIMAL SERVICES? Public knows and trusts Animal Services More pets stay in homes Increased positive outcomes – adoptions and rescues Higher volunteer and foster engagement Growth in newsletter subscribers and social reach Visible alignment with City of Austin branding 11 COMMUNICATIONS FRAMEWORK & ACTION PLAN HOW DO THEY HELP US? Speak Speak with one clear voice Center Center our community mission Adapt Stay adaptable in changing conditions Build Build lasting support for people and pets 12 Questions? Contact ELIZABETH FERRER Public Information & Marketing Program Manager elizabeth.ferrer@austintexas.gov (512) 978-0524 13