City of Morgan Hill Communications Assessment

bloggers or the City’s own platforms. The possible channels of communication have only increased, so delivering messages to residents requires the dissemination of information across all available platforms to reach the widest possible audience. Morgan Hill By the Numbers The City utilizes multiple means and methods for communicating with its residents, and each channel allows for an opportunity to reach residents in a slightly different way. An effective Communications effort focuses on using platforms that its residents are most comfortable with, and may include: websites, street banners, social media, printed collateral and television spots. Understanding the audience size and characteristics of the audience is important in setting goals and defining engagement success. The table and line graph below illustrate various market metrics to evaluate the total existing and total potential audience for communications via assets/channels the City manages. Non-census counts are from November 2016, unless otherwise noted. All figures have been rounded to the nearest five, for clarity . ASSET COUNT NOTES City Population (per 2010 Census) 37,880

Per the 2010 U.S. Census Bureau, Morgan Hill had a population of 37,882 and the projected 2015 population was 42,948. The current population is approximately 44,000. Determined by "Potential Reach" of Facebook Ad targeting just People 18+ who identify as living in Morgan Hill. As of September 2016, per City Clerk’s Office. Owner-occupied housing unit rate from 2010-2014 within the City was 71.4%. On average, there are approx. 3.06 persons per household.

Residents on Facebook

24,000 (est.)

Registered Voters

20,870

Number of Households (per 2010 Census)

12,900

Constant Contact Subscribers

13,800 5,600

Individual people subscribed. 4,170 of 15,224 (27%) households claimed. 9

Nextdoor.comMembers

Nixle Subscribers

1,060

901 mobile (text/SMS) subscriptions, 527 email subscriptions.

RecPro: Total Members Water Bill Accounts City’s Twitter Followers City’s Instagram Followers City’s Facebook Page Like/Fans Police Facebook Page Likes/Fans

15,830 13,535

As of July 1, 2016.

2,873 accounts opt for online bill pay.

360 260

643 Tweets

2,650 8,715 4,790 1,025

1,379 are Residents (52%) 3,771 are Residents (43.3%)

Police Twitter Followers Police Instagram Followers

1,438 Tweets

61 Posts

9 Defined as: at least 1 member of the household is a Nextdoor.commember. For example, if both a husband and wife are on Nextdoor.com, that would count as 2 members, but 1 household.

12