1. OEMC 2012 - Communications
Presented By:
Shannon Hunter, AMCT, Dipl.M.M, CAO
Township of North Kawartha
P.O. Box 550
280 Burleigh Street
Apsley, ON K0L 1A0
705-656-4445 Ext.236
www.northkawartha.on.ca
Like Us on Facebook -
www.facebook.com/NorthKawartha
Follow Us on Twitter -
twitter.com/NorthKawartha
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pinterest.com/northkawartha

2. Location
North Kawartha is a four season destination
that is located within the north eastern
quadrant of Peterborough County and
easily accessible by Highway 28. There are
approximately 765 square kilometres of
area comprised mainly of forest, lakes,
creeks and rivers which provide for an
abundance of wildlife, scenic views and
recreational activities for all age groups.

3. Demographics
Permanent Population – 2342
Households – 3,433
Seasonal Population Approx – 8582
(based on average household with 2.5 persons)
Population Density per Square Kilometre – 3.1
Between the Ages of 0 – 49 = 1115
Between the Ages of 50 – 85+ = 1225

4. Strategic Directions
 Provide for Effective Township/Resident
Communications
- Investigate opportunities to improve
Township customer services
- Continue to use a variety of direct
communication methods to inform our residents
- Use technology to improve public
communications by updating, expanding and
creating a more “user-friendly” website.
- Continue to provide a variety of options for our
ratepayers to provide feedback.

5. Standard Communication Methods
 Email
 Phone
 Front Counter
 Radio
 Posters/Bulletin Boards
 Electronic Sign
 Local Publications
 Newsletters
 Website

6. New Communication
Methods
 Due to the fact that a majority of residents
are seasonal, a financially sustainable,
alternative means needed to be
implemented in order to effectively
communicate and reach our target
audience
 Statistics Canada show that 81% of Ontarians
are using the internet from any location
 Enhanced communications through
electronic newsletters/emails, social media
(facebook, twitter & pinterest) and website

7. Steps Taken to Improve
Communication
 Had a clear objective
 Provided a Risk Analysis
 Implemented an Action Plan
 Implemented a social media policy and
reviewed/updated current policies
involving communications, employment
and technology
 Monitored Return on Investment

8. Objective
To positively improve communication with a
majority of residents (permanent and
seasonal) while maintaining a professional
image.

9. Risk Analysis
Two surveys were conducted and responses received
by various levels of staff from13 municipalities, 2 cities, 1
county, 2 ministries and ratepayers.
The two most common risks identified by staff in regards
to implementing social media were lack of
professionalism and strain on staffing resources.
Although the number of responses received was very
poor from the ratepayer survey in regards to moving
from a traditional newsletter to a variety of low cost
communication methods, the most common risk
identified was the loss of the traditional newsletter and
lack of computer/internet(affordability & availability).

10. Risk Mitigation
o Lack of Professionalism
- continued with professional communication
methods already in place
- continued training on enhanced customer
service and understanding tools available for
dealing with difficult individuals
- updated policies that included acceptable
forms of communication
- provided staff with clear understanding on
acceptable formats when communicating
with the public (short forms to be avoided)

11. Strain on Staffing Resources
- Implemented changes in small steps so that
we could monitor time commitments
- implemented policies and procedures so
that workload was shared amongst
management
- clearly communicated with staff the
expectations
- provided expectations to Council
- measured and monitored

12.  Loss of traditional newsletter & lack of
computer/internet (affordability & availability)
- providing a “Welcome Package” with detailed
information about Township services to new
residents
- providing bi-annual updates on current information
by utilizing various methods including direct mailing
upon individual request
- providing ratepayers with continued
information on free computer/internet
services at libraries
- supporting broadband initiatives through the
County

13. Action Plan
 Created and updated current policies
(i.e. social media, conflict of interest,
employment policies, code of
technology)
 Implemented Township of North Kawartha
branding
- utilized the same logo and name for all
media platforms to provide a visual
identification
 Received Council’s Endorsement
 Started small and did things well

14. Action Plan
 Promoted through various channels such
as Social Media, Associations, Current
Email Contacts, Ratepayer Groups, Radio
 Emphasized accuracy
- in order to build an audience the source
of the information needs to be
trustworthy
 Emphasized importance of current
information

15. Action Plan
 Emphasized customer service
- Wanted everyone to have a positive
experience and to come back
- Determined that business was not to be
conducted on social media platforms however
people could be directed to the appropriate
individual or place to assist
 Utilized the Township of North Kawartha Website
as the main communication platform
 Provided Training
- Ensured staff understood what was being
implemented and the importance
 Encouraged two way communication

16. Social Media Policy
 Identify responsibilities
 Identify objective
 Provide detailed guidelines
- who can post, what can be posted,
format, identification, privacy and
confidentiality, factual, accurate, respect,
honesty, use of short forms, ethical
standards and copyrights

17. Social Media Policy
 Personal utilization of social media
- discourage reference to the Corporation
while using social media in a personal
capacity
 Branding
 Controversial Issues
 Enforcement

18. Return on Investment
Tools have been implemented to not only
monitor what has been put in place but
also to provide us with information on
what the publics interests are and what
they are looking for.
o Google Analytics
o Facebook Insights
o Number of Users
o Comments Received
o Increased Involvement

19. Return on Investment
Prior to going social, it was determined that
our main platform of communication
would be our website, which was revised
in March, 2009.
The Township of North Kawartha started
actively promoting various methods of
communication in February, 2012.

20. Return on Investment
 Website Statistics
- February – August
20,267 Visits
47.10% New Visits - 9,546
9,950 Visits – Google
5,272 Visits – Direct
1,038 Visits – Bing
782 Visits – Facebook
471 Visits – Twitter

21. Return on Investment
 Facebook
- 82 Likes
16, 922 Friends of Fans
 Twitter
- 162 Followers

22. Lessons Learned
 Preparation very important
 Understand objectives
 After initial setup, not time consuming
 Do not conduct business on social media
platforms or provide responses to inquiries
after hours
 Internal identification important in order to
track source of information
 Negative comments have not been an
issue, people are just looking for
information

23. Lessons Learned
 Ratepayers are viewing social media
platforms however concerned with joining
in case the Township is viewing their
personal information
 Value the importance of all
communication methods and listen to
what people want
 One size does not fit all
 Have key staff in place to overview

24. Lessons Learned
 Make sure information is accurate to
promote trust
 Ensure staff are fully trained on all policies,
procedures and expectations.
 Reply in a timely manner.
 Be open to change!

25. Thank You!
Shannon Hunter, AMCT, Dipl.M.M, CAO
Township of North Kawartha
P.O. Box 550
280 Burleigh Street
Apsley, ON K0L 1A0
705-656-4445 Ext.236
www.northkawartha.on.ca
Like Us on Facebook -
www.facebook.com/NorthKawartha
Follow Us on Twitter -
twitter.com/NorthKawartha
Follow Us on Pinterest -
pinterest.com/northkawartha