Division B - Printed Tools of Public Relations
Category 3 - Brochure - One to Three Color
Passport to Polk
Polk County Communications Division
Award of Distinction
Research/Situation Analysis:
The Communications Office fields approximately 5,600 calls per month
from citizens and staff looking for phone numbers and information for
or about county departments and services. Like other governments, Polk
County realizes the value of a telephone directory for efficient
resource utilization. For almost ten years, we have offered a Directory
of Services to employees and citizens. The Directory of Services looked
bland and somewhat amateurish despite the fact that it was outsourced
to an advertising agency for final print layout at a cost of
approximately $6,000. Users told us repeatedly that the content wasn’t
arranged in an easy-to-use manner and that the table of contents did
little to help them locate needed information. Entries were categorized
by department, rather than a more standard alphabetical listing of
topics and services. Information was also often incomplete or missing,
forcing users to continue calling the Communications Office Information
line.
Objectives: We had four primary goals: to keep
publication costs low – ideally no higher than previous editions; to
increase functionality and value to users; to create a more
professional look and feel for the document; and to put it into
widespread circulation so citizens had easy ACCESS to needed contact
information
Implementation: To maintain publications costs,
we moved to a two-year printing cycle (instead of annual). To maximize
usage and value of the directory, and improve the overall presentation,
the Communications Office revamped the entire publication. Spiral
binding versus saddle stitched (former version) gives our piece a more
polished, professional look. More user-friendly since it lies flat when
opened. Additional cost: approximately $0.40 more per item. Single
color process versus black printing (former version): Again, gives our
piece a more polished, professional look. No additional cost for piece
to be single-color printed on white paper because it still is just one
color. Larger format: 6-1/10”x9-1/10” high versus 5.5”x8.5” (former
version): An increase in document size facilitated spiral binding and
allowed room for more information and a larger font size. Glossy paper
versus recycled paper (former version): More professional look with no
real additional cost, plus the paper can be recycled once the directory
is outdated.
Additional improvements made to the publication
included: Created the publication in-house rather than outsourcing the
layout. The cost savings was used to enhance the document. Added formal
and informal pictures of the commissioners, information about the
constitutional offices, a pull-out map in the back that locates county
facilities, parks, community centers and libraries, frequently-called
numbers on back cover, message from the county manager , pictures for
section dividers, “Reaching Your Representatives” section that includes
all of our state and federal delegation. Extremely in-depth directory
of county services with descriptions in several places for
easy-to-find-information. For example, elections information can be
found under candidates, election, elections, precinct locations,
supervisor of elections, voter registration, or voting information. All
information has description, phone number and address, and most have
website information. We also included a general information section
with information on hurricane preparedness, voter info, homestead
exemption info, and recorded information line.
Evaluation: Because we designed and developed the
guide internally, we had timely, enthusiastic participation of
management and directors who made easier that their departments and
divisions were represented appropriately in the publication. They
realized they had an opportunity to distribute valuable resource
information both internally and externally. We exceeded our goal of
keeping costs the same with new format directory costs actually falling
approximately 15% below those of the old format because of productivity
improvements and economies of scale savings. The countywide blitz to
deliver directories gave us a bonus opportunity to build and/or
strengthen relationships while getting the directories to the end
users. Polk County staff takes great pride in presenting a professional
image to the public it serves and enjoyed working on this publication
in-house. The project provided a professional development opportunity
as well. “Passport to Polk” has proven to be a valuable tool for both
internal and external agencies and individuals. Demand has been
unprecedented. City Halls across the county have told us the
directories are literally flying out the doors and have almost all
requested additional copies. Another first – area realtors have asked
for copies to provide to new residents! This has proven to be a very
valuable document, indeed!
Budget: The total cost of this two year publication was $24,535. The annual breakdown is as follows:
Printing 15,000 $9,870
Increase in size 655
Map insert 1,633
Proofs 109
Grand Total: $12,267 (Cost per book: $1.64)