HomeMy WebLinkAboutCAO 08-19 C4 .6�., Report to
PICKERINGExecutive Committee
Report Number: CAO 08-19
Date: September 9, 2019
From: Tony Prevedel
Chief Administrative Officer
Subject: Continuation of City of Pickering Magazine
- File: A1000-006
Recommendation:
1. That Council approve, in principal, the continued production and municipal-wide distribution
of the Your City magazine, on an as-needed basis going forward;
2. That Council approve, in principal, to retain Graymatter Marketing Solutions for the project
management of the magazine; and
3. That the appropriate City of Pickering officials be authorized to take the necessary actions as
indicated in this report.
Executive Summary: With Council's approval, Corporate Communications partnered with
Graymatter Marketing Solutions (Graymatter) earlier this year to design, layout, produce, and
distribute 40,000 copies of the inaugural Your City magazine.
This glossy, polished, and thoughtfully laid out magazine showcased a number of key Pickering
projects, programs, and initiatives including the airport, Seaton, the Library Maker Space, our
Sustainability program, and Pickering's historic hamlets. Additionally, it reinforced a number of
convenient and accessible ways to connect with City Hall and Pickering Council, which builds on
our commitment to nurturing a meaningful relationship between local government and residents.
Based on verbal feedback, social media comments, and calls placed to both the Customer Care
Centre and the magazine publisher, the response has been very positive from residents and local
businesses. Overall, people were excited to see a professional-looking and high quality magazine
dedicated to the City of Pickering. They were proud to see our key projects showcased in such a
vibrant and elegant manner.
While the reception has been mainly positive, there were a few expressed concerns about the
cost to produce and distribute a high caliber magazine. It should be noted that Graymatter sold
some additional advertisements to boost total revenues, which ensured that the project did not run
a deficit.
As we have an untapped roster of projects, stories, and initiatives still available to showcase, we
are seeking Council's approval to continue producing and distributing the Your City magazine on
an as-needed basis going forward, while striving to be revenue neutral.
CAO 08 -19 September 9, 2019
Subject: Continuation of City of Pickering Magazine Page 2
Financial Implications: There are no anticipated financial implications associated with this
Report.
Discussion:
Content
Corporate Communications will continue to work closely with Graymatter to ensure the City's
brand will be positioned in a clear, attractive, and easily recognizable manner to its residents,
businesses, and stakeholders.
Once again, our target is to produce a 36-page magazine, which will be printed at 8.5 x 10 with a
1001b gloss cover, 801b silk internal pages, giving it a very polished and professional look and feel.
In addition to the City's content, it will once again feature advertisements from a number of
organizations and companies who will be carefully vetted to ensure their business objectives
appropriately align with the City's brand and vision. Graymatter will not sell business card sized
advertisements to avoid cluttering the magazine. Priority will be given to Pickering-based
businesses, however advertisers that service the Pickering area may also be included.
The response from those companies that advertised in the inaugural issue has been very positive.
Several businesses have commented that the magazine has led to many new leads and inquiries.
The majority of advertisers have expressed their desire to appear in future magazines.
As per the inaugural issue, we may decide to adjust the ratio of content-to-advertising to ensure
we achieve our revenue targets.
City staff who manage a marketing budget will get priority ad buying and a discount should they
choose to redirect a portion of their monies from their traditional options to explore a return on
investment from this new opportunity.
Once again, there will be dedicated space for the Mayor and Council. We look to periodically
change the format of these particular pieces so that they appear fresh, informative, and engaging.
Distribution
The total magazine run will be 40,000 copies. Approximately 33,000 copies will be mailed directly
to all Pickering households. The City has not received a complaint with respect to the delivery of
the inaugural issue. As such, we feel we should continue utilizing Canada Post for fulfillment
based on price and service.
The remaining 7,000 copies will be distributed in City facilities, select offices and establishments,
and to the personal networks of Mayor, Council, and senior staff.
CAO 08 -19 September 9, 2019
Subject: Continuation of City of Pickering Magazine Page 3
Communications
The City consistently strives to strengthen its communications and outreach to create a more
connected, engaged, and sustainable city. Now, more than ever, Pickering residents are informed,
and engaged.
Not only did the inaugural issue increase access to information, it did do so in a vibrant and
visceral manner. The final product was something that Mayor, Council, staff, and all residents
could all be proud of.
It should be reinforced that the magazine is a communications vehicle and is designed to promote
the events, projects, and initiatives that are priorities of Council. Moving forward, we recommend
that the magazine be the `showpiece' of the City's broad and diverse communications mix.
Prepared By:
Mark Guinto
Manager, Public Affairs & Corporate Communications
TP:mg
Recommended for the consideration
of Pickering City Council
. 66." An , 211
Tony Prevedel, P.Eng.
Chief Administrative Officer