12-01-1998 CC RPT 17 - Laserfiche WebLink

Home

People Serving PeoFle CITY OF RIVERSIDE CITY COUNCIL MEMORANDUM Riverside HONORABLE MAYOR AND CITY COUNCIL DATE: December 1, 1998 ITEM NO: SUBJECT: DEPARTMENT POLICY FOR SPONSORSHIPS OR PARTICIPATION IN COMMUNITY EVENTS BACKGROUND: Riverside Public Utilities' (RPUs') sponsorship guideline policy was established and approved by the Board of Public Utilities in 1996. In consideration of future competition and in accordance with implementing the marketing plan recommendations made by consultants Stone & Webster to "place special emphasis on educating and advancing the utility-customer relationship," the Utility feels it prudent to revise and expand the existing guidelines to move forward with its marketing effo. ds by: 1. Pursuing greater direct public contact opportunities to communicate RPU benefits and brand. 2. Developing a higher degree of visibility within the community through a grass-roots presence and involvement. 3. Educating the public on their Utility and the future impact of deregulation and competition. A copy of the revised Community Event Participation and Sponsorship Policy is attached. Sponsorships will be tracked and measured for each event to help determine effectiveness and future sponsorship or event participation. Tracking will consist of collecting feedback from a variety of event sources and community contacts who are connected with or participated in the event. Measuring will include assessing the initial request, reviewing RPU's objectives and comparing the tracking information with specific relevant and reasonable expectations. It is expected that approximately $100,000 will be expended in the current fiscal year for sponsorships and participation in community events. A report listing current and previous year event sponsorships are also attached. FISCAL IMPACT: Funds have already been included in the Marketing Services division budget for this purpose, so there is no additional fiscal impact. 17-1