07-09-12 SCCP
ots11.1 o
MINNESOTA
TO: Mayor and City Council
FROM: Lori Johnson, City Administrator
DATE: July 5, 2012
SUBJECT: Strategic Planning: Objectives and Action to Achieve Goals
The next step in the strategic planning process the City started earlier this year is to review the
objectives the City's management team identified to achieve the four strategic planning goals
approved_ by the City_ Council. _At the workshop we will begin reviewing the objectives to gather_
Council input, set priorities, and prepare for implementation.
One might think this is a simple, straight forward process given that there are only four goals. To
the contrary; these goals are very broad, intertwined, and complex when implemented properly. The
department heads and I met many times and spent many hours to develop objectives, measures,
action plans, timeframes, and assignments for each of the goals. We will also likely need several
Council meetings of discussion before the Council is comfortable adopting the implementation plan
(goal template objectives) before we move to the next phase of implementation.
The first attachment to this memo is background information from the previous planning sessions
for your review including a diagram of the strategic planning process and a sample of the strategic
planning goal template. The goal templates will be the focus of our discussion on Monday. If you
have additional questions on the previous strategic planning meetings or action taken by the
Council, please let me know.
Second, attached are the completed goal templates. As I stated earlier, the management team has
taken this task very seriously and has put much thought into how to achieve the City's four goals.
For our initial Council discussion, we will focus on the first part of the template; the objectives,
measures and actions. The remaining three, assigned responsibility, targeted completion date, and
budget adjustment, will be presented after the Council has reviewed and approved the objectives.
When reviewing the objectives, please understand that staff included as many objectives as possible
to achieve each goal. This was done with the knowledge that some are more desirable than others,
the Council may not agree with all of them, some may not be feasible from a resource perspective,
both time and money, and some are less realistic than others. However, as staff, it was our task to
provide as many options as possible and to think of all angles of how to achieve each of the goals.
It is the Council's prerogative to determine which ones will be implemented. Staff's list, although
long, is not exhaustive; the Council will have more to add as we go through our discussion.
Additionally, as I stated earlier, you will see when you review the objectives list that there are many
objectives for each goal; in fact, there are too many. In order for this endeavor to be a success, we
need to have achievable goals and objectives. On Monday, we will start the process of narrowing
down the list of objectives to the ones that the Council feels are the highest priority and most
desirable.
Finally, on Monday I will begin the meeting with an overview of progress thus far on our strategic
planning efforts and then begin discussion of staff's proposed objectives and actions that will enable
the City to achieve these goals. It is highly unlikely that we will have time to complete our
discussion, but we can get a good start. If you have any questions or would like additional
information prior to Monday's meeting, please contact me.
2
CITY OF OTSEGO, MINNESOTA
STRATEGIC PLANNING
Strategic Goals
Goal No. 1. Expand the City's commercial -industrial tax base.
Goal No. 2. Assess the efficiency and effectiveness of City services.
Goal No. 3. Review public safety services
Goal No. 4. Define and manage the City's image and identity
Goal No. 1. Expand the City's commercial -industrial tax base.
• Use incentives to actively encourage increased commercial development
• Activate the City's Economic Development Authority (EDA)
- - - -- --- o Conduct work sessions-- - -- - --- ---- - - — - --- - --- --- -
o Develop strategies to recruit businesses
• Evaluate the use of tax increment financing
• Explore the use of a revolving loan fund
Goal No. 2. Assess the efficiency and effectiveness of City services.
• Determine what City services will we provided by City staff
o Review staffing allocations to determine capacity and efficiency
o Determine growth or financial thresholds that will trigger a review of how services are
provided
• Identify opportunities to continuously improve services
Goal No. 3. Review public safety services
• Analyze the adequacy of law enforcement and fire services
o Define the baseline of services currently provided
o Establish a process to ensure City oversight of services provided
■ Schedule times during the year for the County Sheriff or his designee to provide
service overviews to the City Council
■ Review adequacy of law enforcement and fire services reporting
■ Explore City representation on fire departments
City of Otsego, Minnesota. Strategic Planning Workshop
• Increase public information on public safety services
• Include a review of public safety needs in the City's long range planning
o Identify when and where future fire station locations will be needed
• Explore interest in creating a fire district with neighboring communities
Goal No. 4. Define and manage the City's image and identity
• Develop a communications strategy
o Identify key messages to be communicated to citizens, businesses and stakeholders
■ Familiarize all City staff with the key messages
o Increase the professional image of City staff
o Increase web presence
o Explore the use of social networking
• Create opportunities to promote the City's identity and image in high visibility programs, such as
recreation offerings and business recruitment/expansion efforts
• Create opportunities for citizen engagement and building identity with the City
• Continue to sponsor community events
City of Otsego, Minnesota. Strategic Planning Workshop
Strategic Planning Process
Mission
• Purpose
• Values
Stakeholders
Public Sector advisors
External &
Internal
Assessment
• SWOT
*1*
Define
Strategic
Issues
Goals
Plan of Action
1T e.
Implementation
&
Assessment
Vision
5 5pringsted
Strategic Goal Templatel�
GOAL 1: i
ASSIGNED STAFF:
Objectives
Measures
Actions
Assigned
Responsibility
Targeted
Completion Date
Actual
Completion Date
I
PUblic Sector Advisors
16 i SGC`
CITY OF
I �) sego
MINNESOTA
STRATEGIC PLANNING GOALS IMPLEMENTATION
Proposed Objectives and Action Steps
For Council Review
July 9, 2012
Goal 1: Expand the City's commercial and industrial tax base.
Proposed July 9, 2012
Objective to achieve goal Measure Action(s) needed
1 Evaluate development fees Compare to other similar cities. Survey
Determine cost Financial analysis
Park Dedication
Storm Water
Street Access
SAC
WAC
2 Partner on a rental bay building Requests for rental space Contact Developers
3 Offer new/enhanced development incentives Develop Policies
EDA Approval
Council Approval
4 Promote Otsego name Entrance signs
Identify Land
Include in budget
Utilize logo
Otsego Unit on Wright County Squad Cars
Work with Sheriff Hagerty
Light pole banners in retail
areas/boulevards
Council Approval
Create/Identify Downtown
Work with Otsego Business Group
East
West
Central
City vehicle identity
Newspaper ads
Include in budget
Increase frequency of newsleter
Include in budget
Promote Otsego for all zip codes
Business stickers
Community events
5 Identify development uses and locations Update Comprehensive Plan Complete Comprehensive Plan Process
Council Approval
6 Otsego Business Group Increased participation Continue meetings
Interesting Topics
Achieve Business Group Goals
7 Start service organizations Find residents/business willing to champion
this effort
Lions
Rotary
Jaycees
8 Promote City's amenities Include in ED marketing
Transportation infrastructure
Access to freeway
Location
Goal 1: Expand the City's commercial and industrial tax base.
Proposed July 9, 2012
Objective to achieve goal Measure Action(s) needed
9 Build amenities Identify current amenities/services Consider with CIP review and adoption
Identify areas for improvement Survey Community
Goal 2: Assess the efficiency and effectiveness of City services
Proposed July 9, 2012
Objective to achieve goal Measure Action(s) needed
1 Compile list of all services List of services
2 Compile list of services not provided List of services not provided Determine which services
residents/business want
3 Gather revenue and expenditure data by Run financial reports
program/service/department
4 Labor and staff time review Review ADP reports
Reinforce importance of accurate
allocation reporting with staff
5 Review activity codes Ensure costs are allocated correctly Finace department review
6 Review in-house versus contracted services Inventory contracts for service Determine cost benefit analysis for each to
determine which method is best
7 Evaluate customer satisfaction Survey Council approval of Community Survey
8 Determine if adequate and proper resourses are Compare staffing level to similar size Comparison of methods
available communities
Review equipment needs Outcome/results
Need detailed reports from Department
heads
9 Review Technology Compare to industry standard Budget for and install efficient technology
in a timelv manner
10 Define expectations at all levels Discussion of service levels and programs
desired
Determine resources needed to achieve
expectations
Match resources with outcome
expectations
it Review delivery methods Complaints and compliments Inventory
Interviews with staff members
Internal
External
Up
Down
12 Define roles and responsibilities of staff (employee Review position descriptions and contracts Create consistency
and consultant)
Enhance communication
Assign "project leader" for each project
13 Review WebQA actifity How many times a request is reassigned Run reports and analize data
Time to complete a request
Goal 2: Assess the efficiency and effectiveness of City services
Proposed July 9, 2012
Objective to achieve goal Measure Action(s) needed
14 Develop process for assigning Council directives Inefficiency in past Council discussion
Use chain of command
Goal 3: Review public safety services
Proposed July 9, 2012
Objective to achieve goal Measure Action(s) needed
General Public Safety
1 Public perception of the City's public safety Survey Council approval of survey
services
Increase communication to public through
View and Website
2 Send consistent message from staff to public What does staff tell the public when Staff training
about public safety services questions are asked?
Police
3 Monitor existing services Determine if coverage is adequate Continue to meet with Sheriff and his staff
Number of calls
4 Discuss station needs Add signage to building and squads
5 Establish office hours Determine volume of administrative
type request Meet with Sheriff
Make connection to public
Fire
6 Acquire land for West station Density, population, C/I development Identify sites
7 Decrease response time Distance Identify physical barriers
Review response times from three Open stations in City limits
departments serving the City
Improve transportation routes
Adjust district boundaries
8 Reduce number of departments serving Review contract boundaries and City
Otsego stations
9 Review fire inspection process Number of inspections completed
Timeliness
Use of inspection information - were
respective fire departments notified?
Cost analysis of contracted versus
inhouse
10 Review fire service contracts Are they consistent and comparable? Rewrite contracts if necessary
Does the contract provide adequate
coverage?
City representation in management of
contracted department(s)
Goal 3: Review public safety services
Proposed July 9, 2012
Objective to achieve goal Measure Action(s) needed
it Plan for Otsego department substation Population
Insurance cost savings to residents and
business vs cost of department
12 Improve ISO rating Track current ISO rating Extend water service
Construct fire stations
Emergency Management
13 Practice Exercises Include funds in budget
Identify training needs and schedule
training
14 Define Organization Refine emergency management Council adoption
organizational structure
15 Dedraft emergency management manual Review current manual and make
changes to reflect changes in staff and
City needs
16 Appoint appropriate emergency management Evaluate staff roles and responsibilities
director in a disaster
Ambulance
17 Decrease response time Review existing response times
18 Review service districts Review coverage areas relative to
response times
19 Explore City ambulance service Review statutues authorizing
ambulance service districts
20 Explore first response unit Meet with current providers to
determine benefits and feasibility
Goal 4: Define and manage the City's image and identity
Proposed July 9, 2012
Objective to achieve goal Measure Action(s) needed
1 Enhanced Code Enforcement
Council action to be proactive instead of
reactive
Level of enforcement
Weed control
Private property
2 Maintain City Property at a high level Include in budget requests
Review City and contract mowing
3 Educate public Newsletter and website
4 City signage Are City bounaries identified at
entrances?
City Campus
Informational (changeable) City sign
Logo signs at entrances Obtain quotes
5 Parks Maintain at a high level
MRPA Gold Standard in Park
Accredication
6 Fire Station on 85th Add sign stating "Future home of Otsego
Fire Station."
7 Business stickers Council approval for additional funding due
to increased cost
8 Staff Logo Clothing Review Uniform Policy
Vehicle condition/consistent color/logo Update logo on new vehicles and purchase
consistent color
Otsego name on Wright County Squad Idenitfy type of magnet/sticker that will
cars meet need
Otsego name on PeopleService vehicles Idenitfy type of magnet/sticker that will
meet need
9 Press releases Utilize more newspapers (North Crow Write press releases and submit to
River, Monticello and others) newspapers
Write letters to residents that are positive
Goal 4: Define and manage the City's image and identity
Proposed July 9, 2012
Objective to achieve goal Measure Action(s) needed
10 Design standards for development Promote/require high standards to
attract quality
11 Recreation Special events and programming
12 Recognition programs Nice yards, Christmas light displays, Develop programs
other
Identity
13 Public speaking Speak to community organizations and
schools - Council and staff
14 Community Center City gathering place
15 Recreation programs Offer recreation programs as an
ammenity to retain and attract
residents
16 Downtowns - identify to create community Name "downtown" areas
feel
17 City Open House Advertise and host open house
18 Continue Otsego Business Group Provide staff resources to coordinate
19 Otsego Festival City participation and promotion Have City booth and promote City
20 Beautificaiton program Master gardner program
City facilities - landscape
Community garden
City grounds - maintain to high level