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City of San Leandro – Strategic Communications Plan | 25 <br />Advertising – Strategically <br />use advertising to increase <br />awareness of key initiatives <br />and programs. <br />8 <br />Continue aggressive digital promotion/ <br />advertising of City content. The City has <br />embarked on an aggressive digital promotion/ <br />advertising program and has become one of <br />the most successful public agencies in this <br />space in the Bay Area. While the bulk of large <br />viewership are of special event videos, the <br />City is working to engage the public in new <br />ways. <br />Since the implementation of Google Ads paid <br />advertising in early 2022, the City's YouTube <br />videos have collectively received over 1 <br />million views. <br />Below are measurement graphs (Time Series, <br />Type of Device, Demographics, Day and Time <br />of video views). An outside digital marketer is <br />being retained to evaluate the City’s progress <br />and provide recommendations for future <br />digital outreach to our community. <br />Promote strategic content via display ads in <br />San Leandro Times. Recommend that the <br />City focus its display ad content in a strategic <br />manner that generates awareness of key City <br />projects, decisions and issues. The ad should <br />appear in the same location in the print <br />edition and at the same frequency with similar <br />graphic design for each ad. Examples include <br />information about economic development <br />activities; homelessness program progress; <br />crime prevention; how to subscribe to <br />emergency alerts and how to subscribe to <br />City general communications; major City <br />Council decisions; etc. <br />Adopt “Best Of …” video series highlighting <br />City employees. See advertising description <br />in internal communications section below.