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HomeMy WebLinkAboutADM 140-005 eNewsletter ProcedureCie/ DICKERING Procedure Procedure Title: eNewsietter Procedure Procedure Number ADM 140-005 Reference Communications Policy 140 Date Originated (mldly) September 21, 2012 Date Revised (mldly) September 15, 2017 Pages 2 Approval: Chief Administrative Procedure Objective Point of Contact Division Head, Corporate Communications & Public Relations This procedure defines the criteria and application process for developing and managing eNewsletters. eNewsletters provide a platform to effectively share information within the Corporation of the City of Pickering (the "City"), as well as share information to the greater community. It is the intent with eNewsletters to keep the content provided as concise as possible, with the ability to link out to external sources for more detail. This procedure applies to any staff responsible for the creation and distribution of a City eNewsietter. Index 01 Definitions 02 Roles & Responsibilities 03 Appendix 1 — Standard Operating Procedure 01 Definitions 01.01 eNewsietter — a publication distributed electronically on a regular basis, usually focusing on one specific topic 01.02 Association Suite this is the mailing list application where staff will connect to Constant Contact, which is the eNewsietter system 01.03 Constant Contact — this is the eNewsietter system. Constant Contact is an American Service Provider that follows the legal requirements of US Spam Law. The system will not allow you to send an eNewsletter to the same email address more than once 02 Roles & Responsibilities 02,01 Chief Administrative Officer to: a) support and approve this procedure 02,02 Directors to: a) receive and approve staff requests for new eNewsletters 02.03 Managers/Supervisors to: a) develop and manage a distribution schedule of their area specific eNewsletter, if applicable; b) designate appropriate staff to the development of their area eNewsletter; and c) approve staff requests for additional eNewsletter categories 02.04 Integrated Marketing Team to: a) monitor the effectiveness of the City's eNewsletter efforts b) recommend implementation of the eNewsletter tool to the appropriate Director where they see fit 02.05 Website Coordinator to: a) assist staff in the development and distribution of their eNewsietter as required monitor and collect data from the reports tracking feature in the eNewsietter system c) create new accounts for staff as requested by Managers/Supervisors d) add new categories to the eNewsletter sign up page as required; and e) provide eNewsletter training as required Appendices Appendix 1 eNewsletter SOP Procedure Title: eNewsletter Procedure Page 2 of 2 Procedure Number: ADM 140-005 PICKERING Standard Operating Procedure Procedure: eNewsietter Department/Division Office of the CAO Section Date Originated (mid/0 Corporate Communications February 28, 2013 Approval Approval Date Revised (mldly) August 2, 2017 nce Pages: 9 Communications Policy ADM 140 Chief Administrative Officer Approval icodoo Index Section! Subsection 01 02 Appendix 1 Overview Section/Subsection Title Overview Required Competencies Definitions Procedures Consent Required To identify the steps required to prepare an eNewsletter for distribution to one of our corporate mailing lists, using the eSolutions Group Association Suite and Constant Contact. The City has one Constant Contact account, registered through eSolutions. Our contact for support is Jayson Smith at eSolutions. Required Competencies A user account is required to access the Association Suite. The Website Coordinator will create new accounts. 01 Definitions 01.01 Association Suite - the eSolutions Group online system where we log on and where the mailing lists are maintained. 01.02 Constant Contact - the online system where eNewsletters are prepared. 01.03 Canada's Anti -Spam Legislation (CASL) - Canada's Anti -Spam Legislation establishes rules for the sending of commercial electronic messages (CEMs) and the installation of computer programs. CASL also prohibits the unauthorized alteration of transmission data. The rules that apply to CEMs came into force on July 1, 2014 while the rules governing computer programs took effect on January 15, 2015, followed by the private right of action on July 1, 2017. 01.04 Commercial Electronic Message (CEM) - CASL defines a CEM as a message that encourages participation in a commercial activity. This includes advertisements and information about promotions, offers, business opportunities, events, etc. 02 Procedures Log on to the Association Suite 02.01 Open your web browser 02.02 Go to https:/lservices.pickerino.ca 02.03 Log on with your email address and Association Suite password 02.04 Select Contacts or Mailing Lists under the Manage Users & Groups menu, then select the Launch Constant Contact button Create an eNewsletter eNewsletters are listed as campaigns. Constant Contact will display the most recent campaigns on the first screen. To view more, select View All Campaigns. There are 2 ways to create an eNewsletter. Either copy an existing campaign or create one from scratch. 02.05 Copy an existing eNewsletter SOP Title: eNewsletter Page 2 of 9 a) If the eNewsletter you wish to copy is displayed, select the More button beside the campaign name, and then select Copy. b) If the eNewsletter is not displayed on the first screen, select the View all campaigns button, find the eNewsletter, select the More button beside the campaign name, and then select Copy. c) The new campaign will open. d) See step 02.07 for editing instructions. 02.06 Create an eNewsletter from scratch a) Select the Campaigns tab. b) Select the Create button. c) Select Email. d) Do not use templates from the Standard Templates screen, and do not use the original blue template or the 2"d custom template on the My Templates screen: We are no longer using these 2 templates. e) Select Template 3 from the Saved Templates screen to create any eNewsletter, or select a custom template from Saved Templates. f) Continue at step 02.07. Temp Edit the eNewsletter 02.07 Edit the text shown below Customize Your Campaign to rename the campaign, and then press Enter. Fa Yopr5 ail 17111.t.Cruole4 2c421.0912-6.. ,42.t. 02.08 Select the header area to open Header Options and edit the From and Re•l Email Addresses, and the Sub'ect line. PiCKEIN0 City rif P kering Municipa Matters SOP Title: eNewsletter Page 3 of 9 02.09 Replace the From email address with the appropriate email address. 02.10 Select the checkbox beside Webpage Version to create an additional view o•tion, and select OK to close Header Options. sum Ricxering eNsrs UsBFeCcnfrtat: "+d-essa Reph=ta.-�,Aaffiess. �?:� '?zrrrrsslan.r� imntlar 1. WOO 4.g. era:i4n- ii • i srig 6uunleve-onngtiria emit?: iebpaBE int. 02.11 Edit the Title and Social Media icons. Adjust hyperlink on each icon, if necessa 02.12 Select the orange Save button on the right side of the screen, and save often as you edit the eNewsletter. A new eNewsletter has dummy text and photo spaces laid out in blocks. Styles include Heading Text, Sub -Heading Text, Main Text, and Links. Type directly in each formatted area, or copy and paste from Word. It may be necessary to use the `clear styles' tool if you paste formatted text from a word document, or from email. If you created a copy of a previous eNewsletter, you will have the entire content of the original eNewsletter, and each block will require editing. Some blocks may need to be deleted, and you can insert additional blocks. 02.13 Select any block to begin editing the area. The template controls font type, size and colour of regular text, link text, and headings. Use the tool bar positioned across the top of the article block to format headings and text, add hyperlinks etc. SOP Title: eNewsletter Page 4 of 9 02.14 Use the Main Text drop box to apply formatting for Headings, Sub Headin•s, Main Text, Link Text, etc. 02.15 The title shown in the drop box will change depending on what feature is bein• edited at that time. X .Cancel' arm. Main Text This isdurnrrr~j text_ Cernp ir-er ser ices; dei .,.3.,>> .... .v .nles8argin:g.r.nepaaging €eadbac , pcteht'14rFti procedural._ Eleglent trar.ispran#01 scaftware disk reccgTi tion integEr encapsulafg �,z h Phaseck.Fccard in'tarface irf re.rr cte net ao? Heading Text echo adaptive riffs: data sampling; tdgaritfiri main .i_ink integral part pracedutat feedback. f -T, T annt rYwr-:ra-tiAr-wittn racrariina far-nnmtPfitP.:S a[l i'.} let�ii§,O, Text 02.16 To add a new block, first save and close any open block. Select the Blocks button to view available blocks. To add new blocks, point to any item under Blocks, then select the [-I-] icon to insert that block. New blocks are placed at the bottom of the eNewsietter. Use the move icon in the upper right corner of any block to adjust its location. 02.17 A Spacer can be inserted between content blocks to visually add blank space between articles. Save Often 02.18 Save in blocks: This Save option only saves the block of content ou are workin+ in Blosks ria �1 c 02.19 Save to Server: Select the orange Save button at the top right of the screen to update the server version and hold your server connection. SOP Title: eNewsietter Page 5 of 9 Insert Images 02.20 Size all images appropriately before uploading (see list below). Request assistance from the Website Coordinator if necessary. Use a standard prefix in your file names, so they can be easily found in our library. For example: AS for Animal Services images and MPR for Mayor's Progress Report images. Do not use images from Pro Stock Image gallery, they are not free. Only use your own images uploaded into My Library. Ensure that image descriptions are included for accessibility. 02.21 Social media icons Masthead image Full width header Left or right image Triple Content area Link to External Resources 27 pixels wide by 27 pixels high 450 pixels wide by 152 pixels high 700 pixels wide by 270 pixels high 193 pixels wide by 137 pixels high 190 pixels wide by 125 pixels high The intent of an eNewsletter is to provide concise messaging, with links to additional information. 02.22 Provide links to email addresses, the City website, and external websites. Web content can be edited any time, but an eNewsletter can't be changed after it is sent out. When extensive content needs to be shared, consider having full content on the City website, and link from shorter messages in the eNewsletter. Preview, Test and Approve Always preview and test the eNewsletter before sending it to your mailing list. 02.23 Select the Preview button beside the Save button. Omni -c Y,, 'c9P:af:vv.'s in Pocipspr 02.24 Send a test version of the eNewsletter to yourself, to the Manager or Supervisor responsible for approval, and to any staff designated as proof readers. Enter up to 5 email addresses at a time in the Email Address(es) field at the top left of the page. Separate each address with a comma, and no spaces. If you are not able to type in the Email Address(es) space, SOP Title: eNewsletter Page 6 of 9 save the eNewsletter, lo • out, and lo • back in to try again. 3e ti Spell Check A PICKERING ExperiRnce Yaw City ri 02.25 Copy and paste the entire preview email message into MS Word for spell check and review. You can also print a final copy to proof read. Schedule Delivery 02.26 If you are still in edit mode on the eNewsletter, select the orange Continue button to schedule delivery, and it will open the Scheduling screen. Cust iixe vim: c$ 02.27 If you are viewing the list of eNewsletters, select the More button beside your eNewsletter and select Schedule to open the Scheduling screen. 02.28 Adjust the Subject field if necessary. 02.29 Select the appropriate mailing list(s) for your eNewsletter. If the eNewsletter is for staff distribution only: a) On the scheduling screen, select the mailing list Pickering Test from the Send to Lists field. Only the webmaster email account and the social media account will receive the email message. b) Continue with the following steps to send the eNewsletter and obtain a web link (step 02.38) that can be shared to staff via email. 02.30 Select Send later if you want to schedule delivery for a later date. 02.31 Always uncheck the box beside Send me Early Results. 02.32 Do not select the Google Analytics check box. 02.33 Select the orange Schedule button to complete the process. SOP Title: eNewsletter Page 7 of 9 02.34 Adjust the From and Reply To Email fields if necessary. DWI nati�ae4a# tune 3, 417• 02.35 There is a ten minute grace period after scheduling. You have the option to Unschedule (grab it back), or select I'm Done. ?.' ,g tdtr virori prep -al 7.5.3t 61=' Musci Ernaiis > Example of new to plate 0c. 02.36 The folder list under All Campaigns will show you eNewsletters by status. Initially your message will be in the Scheduled folder, and then it will move to the Sent folder. 02.37 After a message has been sent, a web link can be obtained for sharing to staff or on the City website. Select the eNewsletter name, select the More Actions button on the campaign page, then select Share URL. Select the View button to confirm the link, then copy and share the short URL. 03 Mailing Lists 03.01 Mailing list contacts must consent to be included on a mailing list. See Appendix 1 regarding express and implied consent. Mailing lists contain the contact information of eNewsletter recipients. The lists are populated when a person subscribes through the signup page on the City's website at https://www.pickerinq.ca/subscribe. SOP Title: eNewsletter Page 8 of 9 Since January 2017, the integrated sign up form on the website includes news, alerts, and events, in addition to all of our eNewsletters. New mailing lists can be added by the Website Coordinator when approved by the Manager of the requesting Department. 04 Statistics & Reporting Statistics are based on clicked links. Links can be on words within content blocks, and also on images. 04.01 To track image clicks (e.g. a Facebook icon linking to the actual Facebook account), paste the URL into the `clickable link' box in the image editor screen, and ensure the `Track' box is selected. 04.02 Select the Reporting tab to monitor open rates, click through rates, bounce rates and unsubscribe rates in the reporting section. perlir g SOP Title: eNewsletter Page 9 of 9 Appendix I Consent Required Staff and Members of Council must adhere to Canada's Anti -Spam Legislation when creating and distributing eNewsletters. Specifically the following: a) under CASL, consent is required before sending a CEM. Yet an electronic message that is sent to obtain consent to send a message for commercial purposes is also considered a CEM b) consent can either be express or implied express consent means someone actively gave you permission to send him/her a CEM ii implied consent means it would be reasonable to conclude you have someone's permission to send him/her a CEM based on prior relationships. Implied consent could also apply to someone who has conspicuously published his/her email address, say on a website c) to obtain consent, you must: i, clearly describe the purposes for requesting consent ii. provide the name of the person seeking consent and identify on whose behalf consent is sought, if different provide contact information (mailing address and either a phone number or an email address) of those parties seeking consent iv. indicate the recipient can unsubscribe d) under CASL, you must be able to prove you have consent e) you must include the following in every CEM: i. the name of the person sending the message, and identify on whose behalf the message is sent, if different ii. contact. information (mailing address and either a phone number or an email address) of the senders iii. a mechanism that allows the recipient to easily unsubscribe at no cost