Minutes 03/19/1996 - Laserfiche WebLink

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March 19, Consolidated Marketing Effort 1996 Portsmouth is a city rich in history, culture and traditional community values. Our identity is much stronger than the image perceived from our surrounding Hampton Roads neighbors. To capitalize on our anchors (such as the waterfront, naval shipyard and naval regional medical center), our assets (Olde Towne and strong neighborhoods), and attractions (musetuns and festivals) requires a comprehensive marketing strategy to sell these products to willing local, regional, national and international buyers. Coordination of the existing programs of the departments of Parks and Recreation, Economic Development, Convention and Visitors Bureau, Marketing and Communications and Museums can only strengthen our capacity to sell our products. The consolidation of all marketing line items into the Marketing and Communications Department budget is the first step toward achieving a successful, coordinated effort. Amounts previously included in each of the individuals departments totaled $337,000 in FY96. The amount proposed for FY97 is $358,000. This new way of doing business will provide greater impact with little increase in costs. The second step is establishing a new contract with a marketing agency to assist in the development of an "umbrella" strategy to cover all of our specific needs. The directors of each of the previously mentioned departments are meeting and assessing the city's needs and objectives and preparing plans for a consolidated, coordinated marketing prograph. This revised approach is an exsanpleof barn-raising within the structure of City Hall to enhance the efficiency of spending and realize targeted results. Technology The second tool identified by department heads is the strategic use of technology. The past decade has seen tremendous changes in technology. These advances have allowed automation of routine tasks, provided greater information and communication capacity, and otherwise contributed to greater effectiveness and efficiency of operations. To take full advantage of these technological advances, a major upgrade of our current computer system is recommended. Included in the.proposed budget is the purchase of hardware and software to establish a wide area network of an open-systems environment and begin movement away from the "proprietary, big box" computer mainframes. The initial investment required for Phase I of the upgrade is $1 million. This purchase will be funded through a five-year lease purchase arrangement. The lease purchase funding approach enables a significant part of the upgrade to be installed during FY97 while mln~mizing the impact on the operating budget. This enhancemenn to our system is a critical step toward continuing to increase our ability to provide low cost, efficient services to citizens.