City of Sierra Vista Communications and Marketing Survey

Transcription

1 CENTER FOR ECONOMIC RESEARCH City of Sierra Vista Communications and Marketing Survey By Robert Carreira, Ph.D. August 17, COCHISE COLLEGE CENTER FOR ECONOMIC RESEARCH 901 North Colombo Avenue Sierra Vista, Arizona Tel. (520) Fax (520)

2 1 KEY FINDINGS The most common way residents currently find out about city events, services, and programs is the local newspaper (78.8%), followed by local radio (54.5%). Residents would most prefer to find out about city events, services, and programs through the local newspaper (77.8%), U.S. Mail (65%), local radio (61.5%), local television (48%), and (42%). 64.1% of residents visit the city s website no more than once or twice a year (48.3% never visit) and 20.8% visit every day or once or twice a week (7.5% visit daily). 72.3% of residents read the Sierra Vista Herald at least once or twice a week (52% read it daily) and 12.8% never read it. 47.3% of residents read the city page in the Sierra Vista Herald frequently or very frequently; 52.9% read it infrequently, very infrequently, or not at all (23.8% never read it). 59.3% of residents never watch the City of Sierra Vista s government access channel (Channel 12); 6.3% watch it daily. The most popular local radio station is KZMK FM (K101) with 40% of residents listening. This is followed by KWCD 92.3 FM (35%), KTAN 1420 AM (29.5%), KAVV The Cave 97.7 FM (26.3%), and KWRB The Spark 90.9 FM (14%). 39.8% of residents use Facebook and 31% use YouTube. Less popular sites are MySpace (17.8%), Skype (16.8%), and Twitter (15%). The least popular are LinkedIn (6.5%) and Flickr (4.5%). 79% of residents did not receive a city information packet or do not remember receiving one; this may be because the majority of residents (nearly 70 percent) have resided in the city for more than 5 years. Of those who did receive a packet, most found it helpful. Many residents recommend the city do more advertising on local radio and television and in the local newspaper.

3 1 INTRODUCTION This report presents the findings of a communications and marketing survey conducted by the Cochise College Center for Economic Research. The goal of the survey was to discover: How Sierra Vista residents obtain information about city events, services, and programs How residents would prefer to find out about events, services, and programs The extent to which residents visit the city s website The extent to which residents read the Sierra Vista Herald in general, and the city page specifically The extent to which residents watch the City of Sierra Vista s government access television channel (Channel 12) Local radio stations listened to by residents Social media networks used by residents The receipt and utility of city information packets Residents views on how the City of Sierra Vista can improve on the type or method of delivery of the information it provides about city events, services, and programs survey was conducted telephonically from March 1 through July 31, 2011, and included 400 residents of Sierra Vista selected randomly using the 2010 Dex White Pages. The general confidence level of the survey is 95 percent, with a confidence interval (margin of error) of +/- 5 percent. For a copy of the survey instrument, see Appendix C. ABOUT THE SAMPLE Of the 400 residents surveyed, 90.5 percent classified themselves as fulltime residents who are not active duty military personnel or family members permanently assigned to Fort Huachuca; 5.5 percent classified themselves as active duty military personnel or family members permanently assigned to Fort Huachuca; 3.5 percent classified themselves as seasonal residents; 0.3 percent classified themselves as military on temporary duty to Fort Huachuca; and 0.3 percent classified their residency status as other. Forty-eight percent of survey respondents reported they have resided in the city for more than 10 years; 20.8 percent have resided in the city between 5 and 10 years; 16 percent have resided in the city between 3 and 5 years; 12 percent have resided in the city between 1 and 3 years; and 3.3 percent have resided in the city for less than 1 year. The survey was sponsored and funding was provided by the City of Sierra Vista. The

4 1 Active Duty Military/Family Member (Permanently Assigned), 5.5% Residency Status Seasonal Resident, 3.5% Military Temporarily Assigned/TDY, 0.3% Other, 0.3% Fulltime Resident (Not Military/Family Member), 90.5% Residency Duration 1-3 years, 12.0% Less than 1 year, 3.3% 3-5 years, 16.0% More than 10 years, 48.0% 5-10 years, 20.8%

5 2 SURVEY RESULTS 1. How do you find out about City of Sierra Vista events, services, and programs? 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 31.5% 78.8% 54.5% 32.0% 23.3% 29.5% 49.8% * For Other responses, see Appendix A. 2. How would you prefer to be notified of City of Sierra Vista events, services, and programs? 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 38.5% 77.8% 61.5% 48.0% 26.3% 33.8% 24.5% 42.0% 65.0% 26.8% 5.5% * For Other responses, see Appendix A.

6 3 3. How often do you visit the City of Sierra Vista s website? 60% 50% 48.3% 40% 30% 20% 13.3% 15.3% 15.8% 10% 7.5% 0% Never Daily Once or twice a week Once or twice a month Once or twice a year 4. How often do you read the Sierra Vista Herald? 60% 50% 52.0% 40% 30% 20% 20.3% 10% 12.8% 9.8% 5.3% 0% Never Daily Once or twice a week Once or twice a month Once or twice a year

7 4 5. How often do you read the Sierra Vista City Page in the Sierra Vista Herald, which appears on Mondays? 30% 28.0% 25% 23.8% 20% 19.3% 16.8% 15% 12.3% 10% 5% 0% Never Very Frequently Frequently Infrequently Very Infrequently 6. How often do you watch City of Sierra Vista broadcasting on local Channel 12? 70% 60% 59.3% 50% 40% 30% 20% 10% 6.3% 10.8% 12.8% 11.0% 0% Never Daily Once or twice a week Once or twice a month Once or twice a year

8 5 7. Which local radio stations do you listen to? 45% 40% 35% 35.0% 40.0% 30% 25% 29.5% 26.3% 20% 15% 14.0% 10% 5% 0% KTAN 1420 AM KWCD 92.3 FM KZMK FM KAVV The CAVE KWRB The Spark 97.7 FM 90.9 FM 8. Which of the following social media networks do you use? 45% 40% 39.8% 35% 30% 31.0% 25% 20% 15% 17.8% 15.0% 16.8% 10% 5% 0% 6.5% 4.5% 1.3% Facebook MySpace LinkedIn Twitter Flickr YouTube Skype Other* * For Other responses, see Appendix A.

9 6 9. Sierra Vista provides new residents with an information packet. How helpful was this information? 90% 80% 79.0% 70% 60% 50% 40% 30% 20% 10% 0% Did not receive a packet/don't know 12.8% 7.3% 1.0% Very helpful Somewhat helpful Not helpful 10. How can the City of Sierra Vista improve on the type or method of delivery of the information it provides about city events, services, and programs? FOR RESPONSES, SEE APPENDIX B.

10 7 APPENDIX A 1. How do you find out about City of Sierra Vista events, services, and programs? ( Other responses) Announcements from Cochise College Arizona Rangers At my kids school At school they hang flyers; talking to classmates At work At work Banner at the park and through word of mouth Banners at the park Banners at the park Banners at the park and word of mouth Brochures from the community center Chamber of Commerce Church Church friends Church programs and events keeps us posted College flyers, organizations, and word of mouth Community center Cookouts Craigslist Craigslist and family Craigslist and SV Herald website Craigslist under community Daughter-in-law Daycare has flyers notices Family Family and church functions Family dinners Family members Family, friends and kids learn about it at school and come home and tell me Flyers Flyers from Cox Flyers in SSVEC bill Freecycle - sometimes people will post events and family and family From co-workers From my son I find out through the community chorus I work for the city and find out through them I've received mail before Mail and word of mouth My daughter lets me know My doctor's office Neighbors Neighbors News, flyers and church On Facebook from certain friends I have Once in a while I will go to the Chamber of Commerce or Ethel Burger Center to find information Online newspapers Parks and Leisure Newsletter Play dates for my daughter Post office PTA meetings Radio is the best way School School Scout Newspaper SEABHS worker Sister svherald.com Talking to teachers Talking with other volunteers The Winterhaven newsletter posts information about Sierra Vista and s it to Winterhaven residents Through Mountain View news and SSVEC news Through my church Through my church and Cochise College Through my husband's employer Through the City Council and other city staff Through the SV Herald and mailing I receive When the park has banners up advertising events and word of mouth

11 8 and banners at the park and bulletin boards at the Cove and Cochise College and my daughter tells me and the Chamber of Commerce when I am there delivering Avon and the participants in the events and through my wife's office (she is in real estate) and through websites other than the City of Sierra Vista and e- mail Work Yahoo groups

12 9 2. How would you prefer to be notified of City of Sierra Vista events, services, and programs? ( Other responses) Community cookouts Flyers around town in store windows Flyers in doctors offices Have an events tab on the City of Sierra Vista Facebook page I am all grown up I know how to read, I can find the information I need. I don't need the city catering to me and addressing all of my whiny needs. Mail to our other addresses too Make the information at the community center more widely known about More advertisements around town More availability of information More on Craigslist Put more effort in the city's FB page, will attract more people. Add more events. Second newspaper Signs around town Someone to call and remind me on the day of or the day before the events Summer flyers listing events for entire summer Through the newspaper if it's done correctly Through the VFW Tucson news 8. Which of the following social media networks do you use? ( Other responses) Google Google groups Yahoo and Google Yahoo and Google groups Yahoo groups

13 10 APPENDIX B 10. How can the City of Sierra Vista improve on the type or method of delivery of the information it provides about city events, services, and programs? A welcome packet is a great idea. Also let people know what is going on in Fort Huachuca, about troops coming home or deploying. Make the city website more user-friendly. Great idea to conduct a survey to find out information on residents preferences. Advertise Channel 12 on the radio and make sure that everyone has access to Channel 12. It is currently not available on satellite TV. Advertise in the paper several weeks ahead of time. As well as putting it in the paper the same day that the event is going on. Advertise in more than one section of the paper. Advertise more frequently in the paper and on Tucson channels. Advertise more frequently on radio and television. Use more channels than just Channel 12. Advertise more frequently on the radio. Advertise more often. Advertise more often. Advertise more on TV. Advertise on 1420 AM. Advertise on more than just Channel 12. Advertise on more TV networks, and post the information onto the city website. Advertise on the city buses. Advertise on Tucson news stations and advertise Channel 12 in the paper and on the radio. Advertise on Tucson news stations. Advertise the City of Sierra Vista website in the newspaper and mail. Advertise the radio stations television channel and website better. Advertising in the newspaper is the best idea. Broadcast information on the oldies station. Broadcast information on the Tucson news channels, and have the Herald put the information out there without having to pay for 'premium content' or exuberant charges for delivery. Broadcast on more television channels than just Channel 12 Broadcast on more television channels than just Channel 12. Broadcast on more than just Channel 12. Broadcast on Tucson news stations. Broadcast on Tucson news stations. Distribute information through the VFW. Distribution of information packets through realtors. or mail out flyers with all of the information. ing newsletters out would be very helpful. Facebook would be the best option. Go through the schools to get more information out through the parents and children in a word of mouth format. Good job. Have a second newspaper.

14 11 Have events on the SV website easier to locate. Have the paper cover more information in advance. Have what we need. Having events on your FB page. I appreciate the city officials but I don't think they are proactive enough in the city dialog. They are more worried about liability not dialog. They need to have a better advertisement on what is going on in Sierra Vista. They do a good job advertising fundraisers and other programs but they need to show more concern with what the people need to hear and understand about what is happening in the city. I can take care of myself, I don't need you to put it everywhere we can find the info on our own. The city could focus more towards those with disabilities, and can't get the information on their own, instead of being an overwhelming umbrella for everyone. I don't need the information posted or broadcast everywhere I go. I am all grown up and can always find the information I am looking for. I don't think it needs improvement; I can find all the information I need. I get most of my information through the newspaper, but it would be nice if they would put the information on the Tucson news stations. It would be helpful to put out more information on events such as plays and symphonies, and other things. Hit one event several times. Repetition is what gets the info to the public. Less news after the event and more before it happens (referring to the paper). Mail is the best way to advertise events. Mail out flyers for people that work late and don't do the rest. We need a better newspaper for Sierra Vista. It is not worth the money it costs to get it. Mail out flyers. Mail and a local news channel that is offered under Dish Network. Mailing out flyers every quarter would be the best. Mailing out flyers is the best choice. Mailing out flyers is the best choice. Mailing out flyers is the best idea. Mailing out flyers is the best idea. Mailing out flyers is the best idea. Mailing out flyers is the best idea. Mailing out flyers is the best idea. And advertising the local Channel 12 through the newspaper and radio. Mailing out flyers would be a great idea. Make better use of , radio, and make the announcements in the paper more visible. Make better use of internet and radio advertising. Make better use of the local newspaper and radio. Make better use of the radio and newspaper. Make more use of different sources like , postal service, etc. Make sure everyone gets Channel 12, or broadcast on more than just Channel 12. Make the city website more user friendly and post information on there. Make the city website nicer; it's boring. Make the information more easily accessible.

15 12 Make the newspaper less expensive so more people can afford to buy it. a newsletter out with a link back to the city website, and with a subject line, identifying it as city information. Have somewhere that people can sign up for the newsletter by , so people that don't want it don't have to get it. Make the website more known. Make the website more user-friendly and put more ads into the newspaper. Make the website more user-friendly. Advertise Channel 12 in the newspaper, and on the radio. Make the website more user-friendly. Use more types of media to deliver information. I missed out on the shredding truck at Ace because it wasn't advertised enough. More ads in the paper and on the radio. More advertisements well ahead of time. More advertising in the Herald. More radio ads. More signs or bulletin boards prior to events. More things advertised by flyers so little kids can participate. Need more recreation choices for families. Need to advertise that the city broadcasts on Channel 12, and need to expand broadcasting to other channels. Newsletters mailed out to us. No improvements needed. No suggestions Not enough publicity in the newspaper and other forms. Need to get more info out there. Promote the website. Publish more information. Put ads on the Tucson news stations. Put Channel 12 on satellite TV too. Put more adds in the newspaper. Put more adds more frequently into the newspaper. Use several local papers. Put more ads in the newspaper. Put more ads in the newspaper. Put more ads in the newspaper. Put more ads in the newspaper. Put more ads in the paper. Run a special on various days to make it easier to see what is going on. Put more ads on the television. Put more information in the newspaper. Put more information in the newspaper. Put more information in the SCOUT on Fort Huachuca. Put more information on the city website; also develop flyers to put at apartment complexes. Put something clearly in the newspaper. Even putting it in several different sections of the newspaper. Radio ads are the best because I am always so busy. Send out fliers in the mail; advertise more frequently in the paper and on the radio. Sending out a weekly or bi-weekly newsletter would be the best choice. Take advantage of Facebook. The city's FB page is lacking.

16 13 Television advertising is the best way. Television is the best option. Advertise on more channels other than Channel 12 and advertise more often. The city needs to make sure that everyone can get Channel 12 and they need to advertise its existence in the paper and on the radio. Use Facebook, or other social networks to advertise things going on in the city. The mail would be the best way and the newspaper. The newspaper and radio are the best ways. The newspaper is just fine for me. The newspaper is the best option for me. It would be better if we could get the local Channel 12 on satellite TV. The newspaper serves my purposes just fine. The paper is a good source but we can't afford to get it. It would be nice if there was a similar way that was less expensive. The website could be better. There are plenty of ways to find information already, I don't think they can improve. They are already spending enough money on this stuff. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already. They are doing a good job already.

17 14 They are doing a pretty good job as it is. They do a good enough job getting the information out. I respect the City of Sierra Vista, they do a great job running the city. They do a good job as it is. They do as best as they can, some people just don't want to be informed. Use more channels to broadcast on, make the city website more user friendly so we can actually find the information we need, advertise Channel 12 in the newspaper and on the radio. Use more social media because it's an information age. Using newsletters would be the best way. Utilize more commercial advertising. When I need something I usually just go to the community center to find it. Wish there were more senior citizen homes and more programs to help seniors that have a low income.

18 15 APPENDIX C Sierra Vista Communications & Marketing Survey Hello, this is calling from the Cochise College Center for Economic Research and we re conducting a very brief survey for the City of Sierra Vista. The survey is only 12 questions, and takes about 5 minutes to complete. The purpose is to find out how residents would prefer to learn about city events, services, and programs. Do you have 5 minutes to spare to take part in the survey? If no: Thank you very much and have a great day. If yes: Great. How do you find out about City of Sierra Vista events, services, and programs? I ll read off a list of ways, and please answer yes or no for each: City of Sierra Vista website Local newspaper Local radio station Local television Community bulletin boards Community organizations Are there any other ways you find out about Sierra Vista community events, services, and programs

19 16 How would you prefer to be notified of City of Sierra Vista events, services, and programs? I ll read off a list, and please answer yes or no for each: City of Sierra Vista Website Local newspaper Local radio station Local television Community bulletin boards Community organizations Telephone message U.S. Mail Social Media Network, such a Facebook, Twitter, and YouTube Are there any other ways you d prefer to find out about Sierra Vista community events, services, and programs How often do you visit the City of Sierra Vista s website? The choices are: Never Daily Once or twice a week Once or twice a month Once or twice a year

20 17 How often do you read the Sierra Vista Herald? The choices are: Never Daily Once or twice a week Once or twice a month Once or twice a year How often do you read the Sierra Vista City Page in the Sierra Vista Herald, which appears on Mondays? The choices are: Never Very Frequently Frequently Infrequently Very Infrequently How often do you watch City of Sierra Vista broadcasting on local Channel 12? The choices are: Never Daily Once or twice a week Once or twice a month Once or twice a year

21 18 Which local radio stations do you listen to? I ll read off a list, and please answer yes or no for each: (NOTE: Read off items in parenthesis only if they ask for clarification) KTAN 1420 AM (Talk Radio) KWCD 92.3 FM (Country) KZMK FM (Adult contemporary music) KAVV The CAVE 97.7 FM (Country) KWRB The Spark 90.9 FM (Christian) Which of the following social media networks do you use? I ll read off a list, and please answer yes or no for each: Facebook MySpace Linkedin Twitter Flickr YouTube Skype Are there any other social media networks that you use:

22 19 Which one of the following bests describes your residency status? The choices are: A. I m in the military and permanently assigned to Fort Huachuca, or I m here as a military family member B. I m a fulltime resident and live in Sierra Vista year-round, but am NOT currently in the military or part of a military family permanently assigned here C. I live in Sierra Vista on a seasonal basis D. I m in the military and on temporary duty or here for training at Fort Huachuca E. Other (Specify) How long have you resided in Sierra Vista? The choices are: Less than 1 year Between 1 and 3 years Between 3 and 5 years Between 5 and 10 years More than 10 years Sierra Vista provides new residents with an information packet. How helpful was this information? The choices are: A. I did not receive a city information packet, or do not know if I received one B. The information was very helpful C. Somewhat Helpful D. Not helpful And the last question: How can the City of Sierra Vista improve on the type or method of delivery of the information it provides about city events, services, and programs? Thank you very much for participating in the survey and have a great day!