City of Groveland Minutes City Council Workshop Monday, May 19, 2025 The Groveland City Council held a workshop on Monday, May 19, 2025 in the E.L. Puryear Building located at 243 S. Lake Avenue, Groveland, FL 34736. Mayor Keith Keogh called the meeting to order at 6:15 p.m. with the following members present: Vice Mayor Barbara Gaines, Council Members Amy Jo Carroll, Judith Fike and Mike Radzik. City officials present were City Manager Mike Hein, City Clerk Virginia Wright, Sergeant-At-Arms Chief Shawn Ramsey and City Attorney Anita Geraci-Carver. As an alternate option, the public was provided the opportunity to attend the May 19, 2025 City Council Workshop virtually in listen/watch mode only. A public notice with instructions to participate was posted to the City's website under "public notices" at www.groveland-f.gov. and in the display board at City Hall. 1. Communications Department Overview & Budget Communications Department Director Jennifer Clutts provided a presentation as outlined below and attached to these minutes as Attachment 1. Budget Analyst April Allman provided an overview of the Communications Department budget. Informed & Engaged Community Organizational Chart Partners FY 2025 Budget Online & Digital Media Social Media Metrics E-Newsletters/Metnes Print Media - Public Relations & Ceremonial Events Internal communications Events & Marketing Emergency Communications Looking Ahead - Survey Results: Community Priorities Website Content Audit Host Platform Search Design Content Production Maintenance Council Member Radzik noted communications were cited as being two (2) areas of concern. Issues with messaging being sent out or issues with messaging being received and/or understood. He felt the department would have a hard time overcoming the concerns with one less person. Council Member Radzik stated a big change in message delivery was SouthLake TV broadcasting meetings. 1 MAY 19, 2025 CITY COUNCIL WORKSHOP MINUTES Council Member Radzik asked how engagement could be quantified. He inquired as to the demographics of the fifteen thousand (15,000) subscribers mentioned within the presentation. Ms. Clutts reported email subscribers were Groveland residents, as the in order to sign up, a Groveland address is required. Council Member Radzik asked about the one hundred seventy-two percent (172%) increase in engagement. He reported he was not seeing a lot of people engaged at the Second Friday Block Party events. Council Member Radzik inquired as to how the department was going to do a more efficient and effective job with less people. Ms. Clutts reported Communications was doing a more efficient job; she requested clarification. Council Member Radzik stated getting the word out to more people and increasing engagement was a noted concern and would require more feedback from Council to determine if the issue was not enough communication or if the messages were not being received as intended. Council Member Carroll inquired as to what a typical day looked like. Ms. Clutts reported her days consisted of checking emails for urgent matters to be addressed, checking the news, social media, meetings, strategic planning, and messaging. She noted every day was different and the course of her day could change at any given moment. Briggett Bryant, Communications Coordinator, is responsible for updating the City's social media channels and department meetings. Council Member Carroll inquired regarding the budget operating expenses. Ms. Allman reported the operating expenses consisted of professional services, marketing, printing & binding, education/training. travel/per diem, contract services, promotional merchandise, and events. Council Member Carroll inquired how many oft the thirty-three (33) posts per week were duplicated to different platforms. Ms. Clutts reported a few items were posted to different platforms. Council Member Carroll asked how Ms. Clutts thought the city could boost the algorithm for Facebook and Instagram. Ms. Clutts stated Meta did not like being spammed. She felt the algorithm favored more quality posts that built engagement over quantity. Ms. Clutts noted some of the City's posts were labeled as political posts, making them unable to be sponsored or boosted. Council Member Carroll asked what filters were being used on boosted posts to ensure the right audience was being targeted. Ms. Clutts reported using the geographical area of Groveland and its surrounding areas. The main demographic for Facebook is females, between the ages of thirty (30) and forty-five (45). Council Member Carroll inquired as to what programs were used to generate copies for posts. Ms. Clutts reported she had been looking into different artificial intelligence (AI) systems and tools. However, for the time being staff have been creating the posts. Council Member Fike asked how to increase the number of subscribers for the e-newsletter. Ms. Clutts suggested posting a link for users to subscribe in a boosted post and asking current subscribers to share the link. She also noted that a QR code is posted at events to make it easy to subscribe. Council Member Fike referred to the survey tool on page three (3) of the presentation and asked if this was being budgeted. Ms. Clutts stated yes; the survey tool was being budgeted for the next fiscal year. 2 MAY 19, 2025 CITY COUNCIL WORKSHOP MINUTES Council Member Fike inquired about the longer watch time on certain items. Ms. Clutts noted it could be longer videos, or a reel on repeat that people are watching longer. She noted a few professional videos were used as marketing and boosted as an ad. Council Member Fike asked if a shared item could be tracked. Clutts stated yes. Vice Mayor Gaines asked for a visual of the organizational chart. Ms. Clutts stated the City Manager, Communications Director, Communications Coordinator. Vice Mayor Gaines noted there was a slide that referenced three million (3,000,000) views. She asked what it was and what the timeframe was. Ms. Clutts reported the number represented the number of views on the City's Facebook page for this fiscal year beginning in October 2024. Vice Mayor Gaines inquired as to what was happening with funds from the position that was eliminated. Ms. Allman stated the money stayed in the budget. However, it went back into the General Fund at the end of the year. Vice Mayor Gaines stated she failed to understand why the position was eliminated with the growth of the city. City Manager Hein reported the Deputy Director position was not necessary. Given the fluidity of the department, he felt it may be better to hire contractors as necessary. Vice Mayor Gaines inquired if the position would come back to the Communications Department. City Manager Hein reported no. Vice Mayor Gaines asked what the timeline is for getting the word out regarding events. Ms. Clutts reported reoccurring events were preloaded once the event calendar was published. Then each event was pushed for the time leading up to it. Events like Juneteenth were pushed out once the information was received, ideally two (2) to three (3) months out. Vice Mayor Gaines inquired as to how the Communications team ensured information was relayed in a timely manner if the department responsible was behind for any reason. She noted that the City's Memorial Day event for May 25th came out last week. Ms. Clutts reported the information was relayed when it was received from the department responsible. City Manager Hein stated he reached out to the Parks & Community Services Director Mike Walker to find out when the Memorial Day event information would be ready to be published. Mr. Walker reported he did not have all of the details for TOVA and as soon as the information was received it was sent. Vice Mayor Gaines asked if we could bridge the gap for information and Communications to get the information out in a timelier manner. City Manager Hein stated there was internal dialogue regarding that question at almost every senior staff meeting. He added we would do better for future events. Mayor Keogh stated Informed & Engaged was a cornerstone of the Strategic Plan. He expressed his appreciation for the effort. Mayor Keogh felt a new website was not needed. However, the current website needed to be kept up to date. 3 MAY 19, 2025 CITY COUNCIL WORKSHOP MINUTES Mayor Keogh stated he considered marketing to be the understanding of human behavior before they even know what they want through research, not surveys. He felt market research was needed to target the right audience. ADJOURNMENT Mayor Keogh adjourned the workshop at 7:03 p.m. - Groveland FLORIDA CiphN Nen ralchar C Keith Keogh, Mayer Attest: Virginia Wright, City Clerk 4 GROVELAND COMMUNICATIO NS 2 025 Informed & Engaged Community The Team + Budget Communications Online + Digital Print Public Relations & Ceremonial Events Internal Events & Marketing Media Relations Emergency Looking Ahead The Team communications Public Information Director Officer Communications Coordinator Partners City Council & City Boards Residents Transportation & Police Public Works Department Utility Billing City Clerk Community Parks & Fire Development Community Department Services Businesses I.T. HR/Finance Communications Budget 2024-2025 2022-2023 2023-2024 2024-2025 YTD Activity 2025-2026 Budget Budget Total Activity Total Activity Current Budget Thru March Proposed Budget Change $ Change % Personnel Services $ $ 189,532 $ 240,400 $ 123,414 $ 151,000 $ (89,400) -37.19% Operating Expenses $ $ 124,052 $ 205,700 $ 53,140 $ 205,700 $ 0.00% Capital Outlay $ $ $ $ $ $ N/A Debt Service $ $ $ e $ $ N/A Grants & Aids $ $ $ $ $ $ N/A Communications Total: $ 313,584 $ 446,100 $ 176,554 $ 356,700 $ (89,400) -37.19% FY 26 Changes/Highlights > 89.4k decrease in personnel services reflects the elimination of one position, while still accounting for a 10% estimated increase in benefits. No increase in operating expenses. Online + Digital Media Facebook 999+ Instagram Nextdoor (new!) X (public safety) Photo/Video E-newsletter & Email Presentations Graphics Texting (coming soon) Website (in progress) Cityo of Groveland, FL Municipal Government CityofGroveland, FL- Municipal Government Published by Bridget Bryant o shedby BridgetBryant Social o April 125a11252PM a Aprilz 22 at 10:00AM e Moments or Charme. Seemore Happy Earth Day from the City of Groveland! * Media T. Seer more BREAKFAST SCHERRYLAKE PUBLIC NOTICE CITY COUNCIL WORKSHOP 6:15 P.M. MAY 12, 2025 AIR @ RET Tha ciy for e Grovelns porieine: Hasan ae rhs os nte - Cos L. Wer E ver rey vel nd, - re Ve ME City of Groveland, FL Municipal Government Published by Bridget Bryant o August 12, 2024 0 ICYMI: Take a look back at our Walk-In Water Open House! C % Hear from City staff as they International Dark Sky Week share insights and updates on this project. Catch the highlights and stay infor.. See more The City of Groveland became certified asal Dark: Sky Community in June 2023; making Grovelandt the first Dark Sky Community in Florida and the Southeast United States. ThroughtheDark: Sky Initiative, Groveland has deepened the connection! between résidents and the wonders ofthe night: sky. Walk-In Water This certification has become aproud part of Groveland's identity, rootedi in conservation, oura agrarian! heritage, andt the! preservation Open House ofa asky full of stars. Friday, August 9, 2024 11:30 a.m. - 1p.m. AND 5:30 p.m. 7p.m. LakeDavid Center. 450S.Lake Avenue, Groveland Groveland LORIDA DarkSky pr 24 Cbyuhne CENTRALFLORIDA Neighborhood Huddle District 4 0:04/3:39 C 131 Niison Lake Pkwy, Grovelar nd 36, Unite ed States 14) Went 18 Interested Metrics Content overview Breakdown: Organic/ads Meta All Posts Stories Reels Videos Live 33 social posts a Views o Reach o 3-second views 0 1-minute views o Content interactions o Watch time o week 2.9M 349.9K T 171.8% 21.5K T 82.1% 298 1 35.2% 28.1K T 120.9% 4d 10h T Reach breakdown o 30K Oct 1, 2024 May 14, 2025 Total 20K 349,911 1 171.8% From organic 196,042 1 86.3% 10K From ads 157,946 T 330.3% Oct 1 Nov 20 Jan 9 Feb 28 Apr 19 Reach From organic From ads - Metrics Published content 0 Facebook reach o Content interactions o Based on up to 200 pieces of content +172.4% VS. Feb 17, 2024 - Sep 30, 2024 +120.6% Vs. Feb 17, 2024 Sep 30, 2024 +106.4% VS. Feb 17, 2024 Sep 30, 2024 Links Multi photo Photos 162,877 11,222 143 Multi photo Photos Stories 135,087 6,832 47 Photos Links Text 76,200 4,329 25 Text Others Links 43,658 3,100 14 Others Videos Videos 28,192 975 14 Videos Reels Reels 21,376 749 I 1 Reels Text 7,276 572 Multi media Stories 64 406 E-Newsletters FweMlaularatlli. A MAYOR Groveland Last month, wet teed up some oft the factors that impact community livability. This month let's take a on one of them: GROVELAND deeper divec education. Groveland First let's set thet table. There are seven total schools agelle FLORIDA thatt teach about 4300 students yeari in Groveland: City with Natural Charm Three publics schools: Groveland Elementary Cherry Lake Park Grand School, Gray Middles Schoold ands South Lake February 20, 2025 Highs School Opening & Trunk or Treat . Throet faith-baseds schools: Hope to Follow International Preparatory Academy, Integrity Christian Academy andF Praise Temple Good evening, utility customers! Onek-8 Christian charters Academy school (openingt this! fall): Cherry Loke Preparatory Acodemy Your bills are now available online (for those with portal access) and willl begin a to arrive in the mail in the middle of next week. If you'd like to sign up to access and pay your next bill online or enroll in autopay visit ypaimaaliyaenuga. and follow thei instructions. Please don't hesitate to reach out to our billing team should you! have any The City of Groveland is excited to questions at 352-429-2141. announce the highly anticipated Grand Opening of Cherry Lake Park, taking place a at4p p.m. Thursday, October 31, 2024, at Metrics E-Newsletter Overview A look at some of your top email statistics during the selected time range. Date Range: Past 12 Months V Compare to: Previous period V Start Date End Date Compare Start Date Compare End Date May 15, 2024 E May 14, 2025 E Email performance Download as V Emails sent Delivered Open rate 189,409 178,158 62% T+157,517 Vs. previous 12 months T+147,815 Vs. previous 12 months T+0% Vs. previous 12 months Metrics Overview O Add contacts + E-newsletter Subscribers Total subscribers (05/15/2025) Subscribers gained @ Unsubscribed 0 Began with 14,967 15,691 721 8,000 in 2023 o Total subscribers 96.4% 20k increase in audience 15k 10k 5k o May, 2023 Jul, 2023 Sep, 2023 Nov, 2023 Jan, 2024 Mar, 2024 2024 2024 2024 Nov, 2024 Jan, 2025 - May, Jul, Sep, Mar, 2025 May, 2025 Print Media Utility Bill Newsletters Flyers Programs Outdoor Promo Signs Letters & Mailouts Door hangers Pamphlets - -- Infographics - PUBLIC RELATIONS & CEREMONIAL EVENTS MG S.R. 50 Realignment Announcement % Elese Tomlin Center Oak Tree Union Colored Cemetery ofTaylorville Cherry Lake Park Grand Opening Open Houses Groveland Star Party FDOTJ Grovéland - LORIDA Launched Newsletter Internal Employee Phone Line (crisis) Email Communications - - - A Events & Marketing Clermont! Locat Follow Reck. Jan120 Performance 0 Lifetime CHERAY LAE ark HELP US Event Responses 0 289 Cost per Event Response e $0.69 INSPIRE TOMORROWS 0 o Gurclmy Views 27,143 Reach 13,164 EXPLORERS Activity on Facebook Activity on your website Post engagements 454 Event responses 289 roveland, FL. Municipal Government A* 30 3 Link clicks 244 Post reactions 166 Post shares 31 Fun4Lake! Kids - March 24 e Post comments o SATURDAYI Founder's Dayish happeningi in City of Groveland, FL-M Municipal Government! EASTER - 9 Join them on March 29, 2025, from 11:00 AM- -8:00F PM: at Lake DavidPark for ad. Seemore CELEBRATION Groveland/ G LAKECOUNTY APRILT9 : 1030A AM-TOOPM Cherry Lake Park ARCH29) NIEF' DAE TYOPGROVHAND D - 271 MUSICFOOD1 TRUCKS-VENDORS a 5-91 P.M. FEBRUARYI4 Second Friday G 34 LAKE DAVID PARK ady for Block MONTHLY! Groveland Paruy more A G 44 UVE PCOMINGUP GAOANDS OFFICERE REMOVES GATOR FROM GROVELANDYARD ASEY 5 BOSTON 4 F/OT FoX NHL TORONTO 4 BUFFALO! sPowrs - UVE Media Relations FOX35 EGACYOMIHEAKET WATER: SPORTSS SHOWCASE a OLICE 1 Storm 909319 MMFTIRS MET Update City of Groveland Offices Reopening TRAFFIC From the City of Groveland: A contractor BURN fiber optic work BAN doing EFFECTIVE MARCH 28, 2025 in your neighborhood on Tuesday, ALERT January 21 accidentally cut a water main and disrupted service to 10 homes. Those homes received a boil water advisory. If you did not receive a notice, there is no need to boil your water and it is safe to use. However, there may be residual sediment in the pipes while we flush the system, resulting in your having discolored water. If you experience this, GPD O please run your tap until it clears, usually about five minutes. If you ALERT have any other concerns that come up, please reach out to our on-call water team at 352-973-3529 SO they can assist you. - Emergency Communications Looking Ahead eland FlashVote 3 BEDFORD Q2 Which of the following aspects of Bedford are most IMPORTANT to you, if any? (You can choose up to FOUR) Survey Results: Community Priorities (474 responses by) Survey Info- This survey was sent on behaif ofthe City of Bedfordtot the FlashVote community for Bedford. TX. These FlashVote results are shared with local officlais Options Locals (474) Physical safety ands security 82.1% (389) Applied Filter: Response Time (ho. Arted. Fire and ambulance services 67.3% (319) Do Jan 25, 2023 11:07 am CST Locals only 27, 2023 11:00am CST Water and wastewater infrastructure 53.2% (252) 579 Participants for Jan: Total filter: All Sec dford Condition of streets ands sidewalks 63.1% (299) Participants 477 571ot1150 intuly 50s Access tor recreation and parks 32.7% (155) erer Library materials and programs 20.9% (99) Local cultural and entertainr m ment events 22.6%. (107) Q1 Which of the following things do you think are a STRENGTH of Bedford, IT any? (Choose all that apply) Sense of community and inclusion 26.2% (124) 1477 responses by) Other: 2.5% (12) Options Locals (477) - als Physical safety andsecurity 49.7s (237) 1% Fire anda ambulance services 66.7% (318) 67.3% Water and wastewater infrastructure 29.6% (141) 2% Condition ofs streets and sidewalks 24.7% (118) Access tor recreation. and parks 54.9% (262) 7% Library materiais and programs 65.0% (310) Local cultural and entertainment events 24.9% (119) 20.9% Sense of community and inclusion 25.6% (122) -22. 69 Other: 7.8% (37) -26.2% 2.5% E 0% 20% 40% 60% 80% Percent 29. 6% 0% Surveys Content Audit Host Platform Search Design Content Production Maintenance Website G THANK YOU 2025