8.2. SR 05-16-2011/j
{Elk REQUEST FOR ACTION
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TO ITEM NUMBER
Ci Council 8.2•
AGENDA SECTION MEETING DATE PREPARED BY
Worksession May 16, 2011 Jeremy Barnhart, Planning Manager
Annie Deckert, Marketing and
Business Develo went Assistant
ITEM DESCRIPTION REVIEWED B)/
Authorize Staff to Enter into a Contract with Chandlerthinks to
Execute 2011 Scientific Survey as Described REVIEWED BY
ACTION REQUESTED
Approval to coordinate with Chandlerthinks on a survey to be developed, distributed, and analyzed to
better understand the needs of the residents and how they use city services, receive city information, and
what they want out of city government.
BACKGROUND/DISCUSSION
Identified in the visioning process worksheet are two goals: "Innovation: Develop neu~ pyngrams and services to
meet the needs of the community", and "Community Development.• Enhance and expand community involvement and public
participation" as well as a number of tasks (A1, A6, B2, B3, B5, B7 directly) that rely on a better
understanding of City residents, and how they use, receive, and want city information and services.
Completing a scientific survey is necessary to allow staff to obtain an accurate representation of the voice
of the community and gain a better understanding of the needs of our residents in several key areas
related to the provision of services. This information will ultimately be used to form and communicate
recommendations for the Council's use.
For example, there are currently several methods the city communicates with the public, including
newsletters, social media (Facebook, Twitter), press releases, and direct email (Constant Contact). A
scientifically composed and completed survey will_illustrate how residents receive information and how
they would like to receive information. Results may suggest the elimination of an existing communication
method (i.e., newsletter mailing) or the allocation of resources toward one specific method. In this
example, if a survey found that most residents dispose of a newsletter without reading, the newsletter
resources could be used in more effective methods.
Staff has discussed completing this survey in house. A survey includes unbiased questions, a sample of
sufficient size to gain statistically significant results, and analysis of the data to infer meaning. Staff's
biggest challenge is the creation of the questions and the analysis. Staff has spoken to branding consultant
Chandlerthinks to solicit feedback regarding the timing and successful execution of this survey
considering the branding process which is currently underway. Chandlerthinks has suggested a survey,
electronically distributed, could provide meaningful insight for $4,000, in addition to assisting and
strengthening the brand. As a comparison, the cities of Shoreview and Roseview complete a survey every
3 years, with a cost around $24,000.
N:\Public Bodies\Ciry Council\Coundl RCA\Agenda Packet\05-16-2011\Request for Action Council survey 5-16-11.docx
A well done survey that generates strong confidence in the results is priceless. A poorly done survey is
worthless, because a large number of Goals and tasks are directly based on the results.
FINANCIAL IMPACT
Chandlerthinks indicated the cost would not exceed $4,000. The EDA budgeted $60,000 in professional
services, primarily for the branding project. The actual cost is $37,250 (not including travel costs). Staff is
recommending the $4,000 come from the Professional Services line item from the EDA budget.
ATTACHMENTS
^ None
Action Motion by Second by Vote
Follow Up
N:\Public Bodies\Ciry Council\Counci] RCA\Agenda Packet\05-16-2011\Request for Action Council survey 5-16-11.docx