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2025.09.11 Work Session Packet 4141 Douglas Drive North • Crystal, Minnesota 55422-1696 Tel: (763) 531-1000 • Fax: (763) 531-1188 • www.crystalmn.gov Posted: Sept. 5, 2025 City Council Work Session Agenda Thursday, Sept. 11, 2025 | 6:30 p.m. Upper Community Room/Zoom Pursuant to due call and notice given in the manner prescribed by Section 3.01 of the City Charter, the work session of the Crystal City Council was held on Thursday, Sept. 11, 2025, at _____ p.m. electronically via Zoom and in the upper community room at city hall, 4141 Douglas Dr. N., Crystal, Minnesota. The public may attend the meeting via Zoom by connecting to it through one of the methods identified in the Notice of Sept. 11, 2025 Work Session. I. Attendance Council members Staff ____ Deshler ____ Bell ____ Eidbo ____ Tierney ____ Kamish ____ Therres ____ Kiser ____ Elholm ____ Onesirosan ____ Hubbard ____ Budziszewski ____ Kunde ____ Cummings ____ Struve ____ Sutter ____ Serres ____ Peterson II. Agenda The purpose of the work session is to discuss the following agenda items: 1) Commission interview. 2) City communications/media strategy. 3) 2026 budget update.* III. Adjournment The work session adjourned at ______ p.m. * Denotes no supporting information included in the packet. Auxiliary aids are available upon request to individuals with disabilities by calling the City Clerk at (763) 531-1145 at least 96 hours in advance. TTY users may call Minnesota Relay at 711 or 1-800-627-3529. 4141 Douglas Drive North • Crystal, Minnesota 55422-1696 Tel: (763) 531-1000 • Fax: (763) 531-1188 • www.crystalmn.gov Posted: Sept. 5, 2025 CRYSTAL CITY COUNCIL NOTICE OF SEPT. 11, 2025 WORK SESSION NOTICE IS HEREBY GIVEN that the Crystal City Council will hold a work session on Thursday, Sept. 11, 2025, at 6:30 p.m. in the upper community room at city hall, 4141 Douglas Dr. N., Crystal, Minnesota and via Zoom. Per the requirements of Minnesota Statutes, Section 13D.02, council members may participate by interactive technology. The public may attend the meeting via Zoom by connecting to it through one of the methods identified below. Topic: Crystal City Council Work Session Time: Sept. 11, 2025, 6:30 p.m. Central Time (US and Canada) Join Zoom Meeting: https://us02web.zoom.us/j/83282378345?pwd=5Olcf62hazB2Ki0gXMvMbhRcZG6CDn.1 Meeting ID: 832 8237 8345 | Passcode: 4141 Find your local number: https://us02web.zoom.us/u/kbACrVLDla Auxiliary aids are available upon request to individuals with disabilities by calling the city clerk at (763) 531-1145 at least 96 hours in advance. TTY users may call Minnesota Relay at 711 or 1-800-627-3529. 4141 Douglas Drive North • Crystal, Minnesota 55422-1696 Tel: (763) 531-1000 • Fax: (763) 531-1188 • crystalmn.gov Crystal Communications Strategy 2025-2027 I. MISSION: Crystal is a destination community that delivers the highest value of city services. II. VISION: Crystal is an attractive community of connected neighborhoods and thriving businesses where everyone feels a sense of pride. III. AUDIENCE FOCUS The city’s communication efforts prioritize tailored engagement with the following audiences: • Residents (current and prospective). • Local businesses and entrepreneurs. • Media (local, regional, and national). • City staff, departments, and leadership. • Public safety personnel. • Elected officials, boards, commissions, and task forces. • Regional agencies and government partners. • Civic organizations, school districts, and community groups. IV. COMMUNICATIONS CORE VALUES • Consistency and Brand Cohesion – Maintain a unified, professional look and voice across platforms. • Accessibility and Inclusion – Communicate clearly, simply, and with cultural awareness. • Engagement and Transparency – Actively listen and respond across diverse platforms. • Innovation and Technology – Embrace emerging tools like AI, video, and data analytics. • Collaboration and Integration – Involve staff and community voices at every level. • Evaluation and Growth – Set measurable objectives, gather feedback, and evolve. V. STRATEGIC COMMUNICATIONS CHANNELS 1. Digital Presence and Online Tools • Website: Dynamic content, alerts, forms, permits, analytics (Google/Monsido), ADA-compliant. • Social Media: Timely and frequent updates on Facebook, Instagram, Nextdoor, YouTube, LinkedIn. • Email and Alerts: Newsletters, subscription updates, targeted campaigns. • Streaming/Video: YouTube, Cable 16, short-form video (Reels, TikToks, how-to clips). • Online Engagement: Surveys, polls, virtual town halls, comment forums. • Intranet: Internal news, staff resources, safety information. 2. Content Creation and Brand Storytelling • Visual Content: Canva, CapCut, Adobe Suite, Premier – for digital-first storytelling. • Video Production: In-house and with CCX – Mayor’s Minutes, PSAs, short explainers. • Podcasts: Local issue highlights, community conversations. • Photography: Brand-consistent, inclusive imagery library. • New Resident Packs: Welcome with key contacts, highlights, and city resources. 3. Traditional Media and Print • Newsletters: Crystal Connection (public), Crystal Insider (staff), utility inserts. • Advertising: Strategic buys in print, radio, and digital media. • Public Relations: Press releases, editorials, interviews, proactive pitches. • Flyers, Posters and Bulletins: Community boards, cafes, libraries, and high-traffic areas. • Public Events: Open houses, groundbreakings, and civic engagement booths. VI: GOALS AND OBJECTIVES 1. Strengthen Internal Communication • Hold monthly updates with city manager and assistant city manager/HR director. • Share analytics reports annually. • Keep staff aligned with communications planning and tools. 2. Promote Events and Civic Engagement • Design creative campaigns for city events and DEI celebrations. • Mix traditional flyers with digital video teasers and interactive maps. • Leverage library and businesses as information hubs. 3. Brand and Modernize Documents and Presentations • Redesign city budget for public consumption. • Create engaging presentations and public materials. • Digitize, brand and streamline forms, permits, and reports. 4. Advance Diversity, Equity and Inclusion • Embed inclusive language and visuals across content. • Follow work of the Inclusion and Diversity Commission and Multicultural Advisory Committee (MAC). • Engage diverse community groups in co-creating content. 5. Elevate the Brand • Refresh Brand Identity & Editorial Style Guide annually. • Ensure consistent use of logo, brand colors, and other guidelines. • Provide templates for departments and external partners. 6. Lead in Crisis Communications • Update emergency and emergency management protocols. • Train city leaders and staff on media/crisis response. • Promote SMART 911 and ensure public access to emergency information. 7. Use Clear, Plain Language • Audit and simplify all public-facing materials. • Ensure staff use plain language in public materials. • Implement web accessibility standards by April 2027. 8. Embrace Innovation • Leverage new media tools such as AI and automation tools. Train staff. • Regularly utilize new CivicLive features and engagement tools. • Schedule digital media, track engagement, and analyze performance. 9. Strengthen Interdepartmental Partnerships • Deepen collaboration with public works, community development, police and recreation departments. • Write and design quarterly rec brochures and digital promotions. • Support long-term marketing for parks, activities, development and safety initiatives. 10. Track and Measure Engagement • Monitor social and website metrics monthly. • Launch community feedback loops via surveys. • Benchmark against peer cities. 11. Refresh City Signage and Swag • Update all signage to match city branding. • Distribute quality branded giveaways (flags, pins, stickers, pens). 12. Build Media Relationships • Pitch positive city stories weekly in a proactive fashion. • Connect with community groups, influencers and storytellers. • Share earned media highlights with senior staff. 13. Strengthen Staff Capabilities • Provide ongoing training on website tools, design software, and social media. • Maintain regular check-ins with deputy city clerk/admin tech team and neighboring city communications professionals. 14. Remain Active in Professional Networks • Attend MAGC events and training. • Bring back fresh insights from peer cities and national trends. VII. IMPLIMENTATION TIMELINE (SUMMARY) Quarterly: Content calendar check-ins, social audits, newsletter production. Annually: Strategy review and update, style guide refresh, internal/external DEI media audit. Ongoing: Media outreach, training, website updates, community engagement. Crystal’s Future is Connected Crystal’s communications will build trust, foster pride, and inspire civic participation with modern tools, inclusive messaging, and community core partnerships. COMMUNICATION TACTICS LIST (40+) City Website: Current Webpage/Create Webpage Website Article Website Calendar Press Release/Article Submission/Op Ed Sun Post Star Tribune Other Newsletters Other Media and Radio Newsletter or Information Packet: Crystal Connection City Newsletter Crystal Insider (internal only) Newsbrief (internal only) Cable TV CCX (Formerly NWCT) Mayor’s Minutes CCX Community Corner Segments CCX Streaming Bulletin Boards Social Media: Facebook Accounts Twitter Accounts Nextdoor Accounts YouTube Channels LinkedIn, Instagram Marketing Pieces: Flyers and Handouts Brochure/Booklet/Marketing Piece City Hall Bulletin Boards Library/CCC CCC Posters (2’x3’) Email: Council/Task Force mailing E-notifications through website Invitation (gather list) Paid Advertisement Sun Post Newspaper Radio/Television Tradeshow Display Analytics and Other Assessment Tools Electronic Marque Sign /CCC Monitors (966X543) Internet: Community Surveys Websites, podcasts, forms and maps PowerPoint Presentations Photography Utility Bill Statement or Insert In-house Video Production Intranet: News article/calendar item Events: Open house, groundbreaking, ribbon cutting, etc. CITY of CRYSTAL 1.0 Brand Identity 1.1 Concepts 2.0 Logo Usage 2.1 Logo Wear 3.0 City Flag 4.0 Color Usage 5.0 Typography 6.0 Letterhead 6.1 Promo Literature 6.2 Brochures 7.0 PowerPoints 8.0 Email Signatures 8.1 Mailing Labels 8.2 Business Cards 8.3 ID Cards 9.0 Editorial Style Guide 9.1 Writing for the Internet 9.2 Plain Language 10.0 Guide Contact CONTENTS: Brand Identity & Editorial Style Guide 1.0 Brand IdenƟ ty – RepresenƟ ng the City The purpose of this guideline is to explain the use of the City of Crystal brand style and to reinforce consistent applicaƟ on of visual elements in all communicaƟ ons. This includes publicaƟ ons, presentaƟ ons and all other markeƟ ng materials both online and hardcopy. Guidelines on the use of the logo, grammar style and usage within city documents are included. The city’s idenƟ ty is as important as any of the services and products it provides. It is the face and personality presented to the community in the form of its logos, services, adverƟ sing, brochures and presentaƟ ons. Because the brand cannot be compromised, the City of Crystal relies on this guide to provide all the perƟ nent speciﬁ caƟ ons needed to maintain its integrity. The guidelines set in this document are not meant to inhibit, but to improve the creaƟ ve process. By following these guidelines, the materials you create will represent the City of Crystal cohesively to the outside world. 1.0 – 1.1 Brand IdenƟ ty & Concepts Brand IdenƟ ty & Style Guide - January 2025 1.1 Concepts Crystal is a fully-developed ﬁ rst-Ɵ er suburban community in Hennepin County, Minnesota with a diverse populaƟ on that enjoys healthy residenƟ al neighborhoods and numerous commercial areas. The city maintains 240 acres of parks and open space that include 27 parks as well as numerous ball ﬁ elds, sporƟ ng courts, playgrounds, trails and acƟ vity areas that off er year- round recreaƟ on. Crystal is also host to several important community events throughout the year including Crystal Frolics in July and Winterfest in December. The Crystal Airport, the Crystal Police Department and the West Metro Fire-Rescue District host open houses each year. The city’s key faciliƟ es include Crystal City Hall with an adjacent Crystal Police StaƟ on, Crystal Community Center and Crystal Public Works building. Represent the City of Crystal using themes that highlight its recognizable infrastructure, well-maintained park system, recreaƟ on and well-aƩ ended community events. These themes and symbols can include city monuments, building facades, parks, park ameniƟ es and community gathering places. 2.0 Logo Usage 2.0 Logo Usage Guidelines (see also color usage under 4.0) The City of Crystal logo, approved in November 2017, is an important graphic element. These guidelines and speciﬁ caƟ ons will help to achieve a consistent look that will strengthen the brand. Do not alter the color, logotype or proporƟ ons of the logo. Logos or brand idenƟ Ɵ es should adhere to this guide. IntenƟ onal or inadvertant changes undermine and compromise branding. Always use approved digital art or vector graphic ﬁ les when reproducing the city logo. For best resoluƟ on, vendors may require a naƟ ve Illustrator (vector) ﬁ le (.ai). Always use the correct artwork for the applicaƟ on. Logos should not be taken from the Internet nor from this document. Logo ﬁ les can be found in the I:\CITY LOGOS folder, or by contacƟ ng the communicaƟ ons coordinator at 763-531-1136. When placing the logo over a photographic background, paƩ ern, visual graphic or other media, use the white outlined logo so that there is a level of contrast (or diff erence) between logo, typography and its speciﬁ ed backdrop. Use of the city logo by external organizaƟ ons without permission is prohibited. Since the use of the city’s logo implies endorsement, it can only be used when the city is supporƟ ng, sponsoring, partnering, funding or endorsing an external organizaƟ on’s program or event. NOTE: Outside organizaƟ ons are supporters, not sponsors, of city events. Outside organizaƟ ons must provide a proof for review and approval by the communicaƟ ons coordinator to ensure the logo guidelines are met. QuesƟ ons regarding this policy should be directed to the communicaƟ ons coordinator at 763-531-1136, mike.peterson@crystalmn.gov. Primary logo (three color) • Blue circle (Pantone 7692 C) • White star (white) • White leƩ ering (white) • Black box (95% black) • Benguiat Bold text Gray Scale logo (one color) • Gray circle (90% black) • White star (white) • White leƩ ering (white) • Black box (95% black) • Benguiat Bold text Outlined Logo (color backgrounds) • Blue circle (Pantone 7692 C) • White star (white) • White leƩ ering (white) • White outline (white) • Black box (95% black) • Benguiat Bold text Brand IdenƟ ty & Style Guide - January 2025 2.0 Logo Usage Minimum ReproducƟ on Size The logo’s minimum size must ensure that legibility is retained. In excepƟ onal circumstances where space is below the recommended size, adjustments may have to be made to balance visibility. MulƟ ple Placement In most cases, one city logo is all that is required. AlternaƟ ve Logo Designs When verƟ cal space is limited, one of the following horizontal designs may be used. When placing the logo over a photographic background, paƩ ern, visual graphic or other media, use the blue background logo with a thin white border and ensure that there is a level of contrast (or diff erence) between logo, typography and its speciﬁ ed backdrop. When a background consists of the city’s blue (Pantone 7692 C), the star and text may be placed within the blue ﬁ eld without a box, such as on the city’s new website. Brand IdenƟ ty & Style Guide - January 2025 Area Surrounding Logo Maintain a minimum margin around the logo equal to the distance between a short star ray and the edge of the blue circle and black box (see sample). The blue circle with star design may be used alone (without the city’s name) when the city name already enƟ tles the document, publicaƟ on or page and when it is commonly understood to be produced or distributed by the City of Crystal. Such instances include the city’s social media accounts. 2.1 – 3.0 PromoƟ onal Items & Logo Wear, City FlagBrand IdenƟ ty & Style Guide - January 2025 2.1 PromoƟ onal Items and Logo Wear All promoƟ onal items should include the offi cial city logo in an approved format. Use a logo with a white border on dark backgrounds. The website url and general phone number (including area code) can be added if needed. 3.0 City Flag Guidelines The City of Crystal ﬂ ag, unveiled in March 2017, is a simple, bold and beauƟ ful design of which ciƟ zens can be proud. The ﬂ ag features two shades of blue from past and present city logos. The blues represent sky and water and are associated with depth, stability, trust, loyalty and wisdom. The white swoop/arc represents the city’s signiﬁ cant transportaƟ on and trail systems, upward progress and bold, forward movement. The 14-point star is an original element, and each ray represents one of Crystal’s 14 neighborhoods. The “star” also symbolizes a guiding beacon or shining crystal ball, which was a popular symbol from Crystal’s earlier history. The ﬂ ag’s colors and design elements can be used and adapted for promoƟ onal materials; however, use of the 14-point star must follow city logo guidelines as an integral and indenƟ ﬁ able part of the city logo. 4.0 Color Usage Brand IdenƟ ty & Style Guide - January 2025 4.0 Color Usage Guidelines Colors inﬂ uence how customers view the “personality” of a brand; therefore, accurate reproducƟ on of the brand color scheme is essenƟ al in communicaƟ ng a clear and consistent message about the city. Pantone colors should be used wherever possible, with Hex/HTML and RGB being matched as closely as possible depending on the online or print process. Black, gray, white, dark blue, beige and red are acceptable accent colors as recommended below. Primary Color (logo circle and upper ﬂ ag) (lower ﬂ ag) Pantone Reference # Hex/HTML RGB Pantone 7692 C #00568d 0 / 86 / 141 #769cc3 118 / 156 / 195 Standard Black #000000 0 / 0 / 0 Cool Gray 1 #d5d5d5 213 / 213 / 213 White #ff ff ff 255 / 255 / 255 Accent Color #8a1c1c 236/ 213/187 Pantone 1815 C Pantone 645 C #282828 40 / 40 / 40 Pantone 548C #002740 0 / 39 / 64 #ecd5bb 138/ 28 /28 Pantone 4685 C AddiƟ onal Colors (logo black box) Pantone 426 C Complementary Colors 95% Black 100% Black 5.0 Typography 5.0 Primary Content Typefaces – Print, PowerPoints and Internet The City of Crystal has carefully selected typefaces that are easily accessible to employees and that consistantly represent the brand image. AlternaƟ vely, common fonts such as Times, Times New Roman, HelveƟ ca and Courier can be used in everyday correspondence; however, avoid using alternaƟ ve fonts in public forms, documents, publicaƟ ons and presentaƟ ons. The primary typefaces for the City of Crystal are Calibri and FruƟ ger. The italicized or bold variaƟ ons of these fonts are also acceptable. The recreaƟ on department occasionally uses the Marker Felt font. Calibri (Regular, Bold, Italic) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Franklin Gothic (Book, Demi, Demi Cond, Heavy, Medium, Medium Condensed) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Benguiat (Bold) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 FruƟ ger (Regular, Bold, Italic) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Benguiat Bold is used in the City of Crystal logo and may be selected in special circumstances. Franklin Gothic and its many variaƟ ons can be used for heading, highlighƟ ng and bolding the primary content typefaces as they complement the primary. Brand IdenƟ ty & Style Guide - January 2025 6.0 LeƩ erhead, Permits and Forms Brand IdenƟ ty & Style Guide - January 2025 6.0 LeƩ erhead, Permits and Forms Reinforcing the City of Crystal idenƟ ty with internal and external audiences is an important part of presenƟ ng the city in a consistent and professional manner. All leƩ erhead should prominently display the city logo in the upper leŌ -hand corner near the city’s address and contact informaƟ on. Color or black and white leƩ erhead is acceptable. Use leƩ erhead, MicrosoŌ Word leƩ erhead or templates for wriƩ en business and government correspondence whenever possible. The templates will ensure that the content is formaƩ ed with the appropriate margins required by the staƟ onery. The templates are available on the “I” drive under “LeƩ erhead.” Be careful not to save documents over the template. Save them to the H drive. Permits and forms for public distribuƟ on should follow the leƩ erhead format as closely as possible with contact informaƟ on plainly visible. Boilerplate Use the approved boilerplate content when you need to describe the City of Crystal in a concise way. Remember to use the appropriate heading style in online and print content, and do not change the wording: About Crystal The City of Crystal is a fully-developed ﬁ rst-Ɵ er suburban community just west of Minneapolis in Hennepin County. The city became a Charter City in 1960 and has a populaƟ on of 23,300 residents. Crystal enjoys an extensive park system, healthy residenƟ al neighborhoods and commercial areas that provide for the needs of a diverse populaƟ on. 6.1 PromoƟ onal Literature 6.1 PromoƟ onal Literature – Print and Digital The primary logo should be displayed prominently on the cover of any city publicaƟ on. The preferable placement is an upper corner or center locaƟ on. PublicaƟ ons should also use the city’s color paleƩ e and typefaces when possible. This is equally true of any adverƟ sement, booklet, pamphlet, binder cover, ﬂ yer, newsleƩ er and PowerPoint presentaƟ on. Use a white bordered logo with darker colored paper or backgrounds to improve readability. Brand IdenƟ ty & Style Guide - January 2025 6.2 – 7.0 Brochures, PowerPoints Brand IdenƟ ty & Style Guide - January 2025 7.0 PowerPoint PresentaƟ ons PowerPoint presentaƟ ons can deliver a wide range of content but should have one uniﬁ ed core message: this work comes from the City of Crystal. A City of Crystal PowerPoint template should be the starƟ ng point for any city presentaƟ on (available on the “I” drive). These templates off er consistent placement of the City of Crystal logo, approved fonts and font sizes and liberal use of the City of Crystal color pallet. Avoid fonts smaller than 14 point for recorded meeƟ ngs as they are not readable on video replay. Maps and other graphics should ﬁ ll the slide. 6.2 Brochure and Pamphlet Design Folded brochures and smaller publicaƟ ons should prominently feature the logo on the cover. A secondary, smaller logo can be included on the back or inside of the brochure or pamphlet. Use the city’s color palleƩ e and typefaces where possible. 8.0 – 8.1 Email Signatures, Mailing Labels 8.0 Email Signatures Email signatures have been standardized to create consistency in all city correspondence. A formaƩ ed signature can be requested from the communicaƟ ons coordinator. Cut and paste the signature below. Let me know if you have any trouble. 1. Drag your curser, highlight and copy (by right clicking or using Ctrl “C”) the signature table below. 2. In Outlook, start a new email message. 3. Under the “Insert” tab of that email, click the “Signature” icon. Scroll down and click “Signatures.” 4. In the “Select signature to edit” list, click the signature you want to modify, or create a new one. 5. In the box below, delete the old signature table (if there is one) and paste the new one. Jane Doe City Job Title, City of Crystal 763-531-5555 | Main: 763-531-1000 | www.crystalmn.gov 4141 Douglas Dr. N. | Crystal, MN 55422-1696 John Doe City Job Title, City of Crystal 763-531-0555 | M: 763-531-0052 | www.crystalmn.gov 4800 Douglas Dr. N. | Crystal, MN 55429 8.1 Mailing Labels The U.S. Post Offi ce prefers mail to be addressed using all capitalizaƟ on and no punctuaƟ on. Use abbreviaƟ ons where appropriate. LeŌ align the address and add a second space between the state and zip code at the end of the address. CITY OF CRYSTAL 4141 DOUGLAS DR N CRYSTAL MN 55422 MS JANE D DOE 123 ANYWHERE BLVD APT 111 CRYSTAL MN 55422 Brand IdenƟ ty & Style Guide - January 2025 8.2 – 8.3 Business Cards, ID Cards Brand IdenƟ ty & Style Guide - January 2025 8.3 ID Cards, Passes and Card Keys Passes, IDs and electronic card keys can include a city logo or ﬂ ag design as long as the format is legible and does not interfere with its use as an idenƟ fying document from the City of Crystal. 8.2 Business Cards Staff members must request offi cial business cards from an administraƟ ve staff member. Business cards include the employee’s approved Ɵ tle. Jonathan H. Smith Customer Service Specialist Direct: (763) 531-2121 Fax: (763) 531-1188 Cell: (763) 612-1212 john.smith@crystalmn.gov crystalmn.gov 4141 Douglas Drive North • Crystal, Minnesota 55422-1696 JOHN SMITH AdministraƟ on Customer Service Specialist CITY of CRYSTAL 9.0 Editorial Style Guide The City of Crystal follows the Associated Press (AP) Stylebook. This external style guide can be ordered at www.apstylebook.com or purchased from most bookstores. Most grammar, punctuaƟ on and capitalizaƟ on instrucƟ ons are spelled out in the AP Stylebook; however, the following are some common usages and a few important speciﬁ cs unique that ensure consistency and reﬂ ect the City of Crystal’s local idenƟ ty. Acronyms Spell out an acronym Ɵ tle on ﬁ rst reference followed by the acronym in parentheses; every proceeding reference can be abbreviated. Example: The Tax Increment Financing (TIF) Commission oversees the TIF districts. TIF is a development tool that are used by… Addresses When a number is included, abbreviate street names: 401 W. Boren Ave. Otherwise, spell out road, boulevard, lane, alley, drive, terrace, etc. See also 8.1 Mailing Labels. AI / arƟ ﬁ cial intelligence Use “AI” on second reference. Spell out on ﬁ rst use if needed for general audiences. Example: “The city is exploring arƟ ﬁ cial intelligence (AI) tools for managing traffi c signals.” All Caps Never use caps to express importance; use bold instead. ExcepƟ ons: QuoƟ ng another source’s usage or a proper noun or acronym that’s tradiƟ onally in all caps like FEMA or MnDOT. Ampersands (&) Use when it is part of a company’s name or in a composiƟ on Ɵ tle: Proctor & Gamble, House & Garden. Otherwise, it shouldn’t be used in place of “and,” except for some accepted abbreviaƟ ons such as B&B or R&B.\ Brand menƟ ons Capitalize Google Maps, Uber, Facebook. Use generic alternaƟ ves when possible: “rideshare app” instead of always saying “Uber or LyŌ .” Bulleted lists Use bulleted lists to improve a document’s readability. Use a colon to introduce lists. Capitalize the ﬁ rst leƩ er of each item in the list and end each secƟ on of the list with a period, unless the items are single words. Do not end each sentence with a semicolon unless wriƟ ng a council proclamaƟ on. Keep all items parallel and use the same language structure throughout the list. 9.0 Editorial Style GuideBrand IdenƟ ty & Style Guide - January 2025 9.0 Editorial Style Guide Brand IdenƟ ty & Style Guide - January 2025 Canceled meeƟ ngs Leave the event published online. This is for transparency and because some may have linked or referred to the meeƟ ng URL already. Update the Ɵ tle by appending “(canceled)” to it. Update the body. Replacing details with, “This meeƟ ng was canceled.” (normal font, no italic or bold). Do not spell canceled “cancelled” with two leƩ er l’s. Capitalizing “city” Do not capitalize the word “city” unless it used in a formal Ɵ tle such as City of Crystal. Capitalizing headers and Ɵ tles Titles, subƟ tles and headings should be wriƩ en in Ɵ tle case. Refer quesƟ ons to the AP Stylebook. City Offi cials Capitalize Ɵ tles when they precede names: “Mayor Julie Deshler.” Use lowercase when used without names: “the mayor aƩ ended.” Cleanup/clean up The noun cleanup (one word) refers to the act of cleaning or eliminaƟ ng crime. The verb phrase clean up (two words) means to make clean and neat or to ﬁ nish. Contact informaƟ on Include contact informaƟ on in arƟ cles, stories, ﬂ yers, etc. For the reader’s informaƟ on, include the job Ɵ tle (lower case) followed by an email address and direct phone number. Example: For more informaƟ on, contact the city manager at anne.norris@crystalmn.gov, 763-531-1140. Council member Two words, lowercase, unless part of a Ɵ tle. Example: Council Member Therese Kiser. County and township Lower case unless part of a formal Ɵ tle. Avoid abbreviaƟ ng. Use co. and twp. when necessary. Dates Always use numerals without st, nd, rd or th, unless the day is part of the Ɵ tle. Example 4th of July. When a month is used with a speciﬁ c date, abbreviate Jan., Feb., Aug., Sept., Oct., Nov. and Dec. Spell out March, April, May, June and July. Development and Planning Capitolize construcƟ on projects when the area. is in the Ɵ tle. Gentriﬁ caƟ on vs. revitalizaƟ on (include sensiƟ ve language notes) Email/e-mail Always use email (no dash). 9.0 Editorial Style Guide e-permit / e-services / e-bill Use “e-” preﬁ x with a hyphen for all digital services. Avoid mixing forms (not “ePermit” or “ePermit system”). Example: “Apply for an e-permit through the Cuyrstal e-services portal.” Flyer/ﬂ ier Always use ﬂ yer. Formal Titles CapitalizaƟ on should be conﬁ ned to formal Ɵ tles that are used directly before an individual’s name. You should lowercase and spell out Ɵ tles in all other instances. The AP Stylebook lists many more speciﬁ c guidelines when using various Ɵ tles such as police and ﬁ reﬁ ghter rank. Fundraising, fundraiser One word in all instances. Hashtags Spell as one word, lowercase. Include guidance on offi cial city hashtags (e.g., #CrystalEvents, #RideCrystal). Headings Use headings and subheadings frequently to enhance readability. Avoid generic headings (introducƟ on, background, ﬁ ndings, conclusion, etc.). Instead, use headings that more meaningfully indicate the content. Do not break a heading across pages, and publish at least two lines of text with each heading before breaking to another page. Hyphens and Dashes (- hyphen, – en dash, — em dash) Use a hyphen to connect two or more words to make a compound word. Use the en dash to replace the word “to” (or “through”) in a range (ex. Jan. 5–9). Use the em dash to create an emphaƟ c break between parts of a sentence. To insert a dash within MicrosoŌ Word, choose “Symbol” from the Insert menu, click the “Special Characters” tab, highlight the dash, and click “Insert.” Internet Do not capitalize. Examples: internet, internet resources. Login (n.), log in (v.) Newsbrief One word, capitalized when referring to the city publicaƟ on. Brand IdenƟ ty & Style Guide - January 2025 9.0 Editorial Style Guide Brand IdenƟ ty & Style Guide - January 2025 Numbers/numerals Spell out numbers under 10. Use ﬁ gures when referring to dimensions or to a person’s age. Spell out a numeral at the start of a sentence, except for years, or rephrase the sentence. Shorten long ﬁ gures by using million or billion: $5 million, $5 billion. Use decimals when appropriate and round up: $5.4 million. Numbers less than one million should be wriƩ en out numerically: $530,000, $4,000, $200. Also, see “Phone Numbers.” Offi ces, departments, agencies and divisions Only capitalize the names of offi ces, departments, agencies and divisions when they are wriƩ en as full and proper nouns. Ex. ...parks, recreaƟ on and forestry department or “the Crystal Parks and RecreaƟ on Department. When referring to the parks or streets department, always use the plural form. The city has more than one park or street. online portal / city portal Use lowercase unless referring to the offi cial branded name. Example: “Visit the Cuyrstal Online Services Portal for business licenses.” Over/more than Use “more than” to indicate a greater number: More than $5 million was raised. Not “over.” Phone numbers Always include the area code and do not use parentheses or periods. Use hyphens. The format for toll-free numbers is 800-111-1000. If extension numbers are needed, use a comma to separate the main number from the extension 212-621-1500, ext. 4. Do not use “x” to denote extension. PunctuaƟ on - exclamaƟ on points Do not use exclamaƟ on points except in quotes when it applies to the quoted maƩ er. Never use mulƟ ple exclamaƟ on points. PunctuaƟ on - quotaƟ on marks Single quotaƟ on marks should be used only for a quote within a quote. Do not use quotaƟ on marks for word emphasis. The period and the comma always go within the quotaƟ on marks. The dash, semicolon, quesƟ on mark and exclamaƟ on point go within the quotaƟ on marks when they apply to the quoted maƩ er. QR code Always uppercase QR, lowercase code. Example: “Scan the QR code at the bus stop for schedule updates.” Quotes Quotes tell readers that this news is important, and it puts a human face on what some consider government bureaucracy. Don’t use quotes to show emphasis. Don’t use a quote to repeat a fact — a good quote provides new informaƟ on. Be brief — a quote is a way to drive a key message. 9.1 WriƟ ng for the InternetBrand IdenƟ ty & Style Guide - January 2025 Right-of-way, rights-of-way Always hyphenate, no caps. Seasons Lowercase spring, summer, fall, winter and derivaƟ ves such as springƟ me unless part of a formal name. SecƟ ons When referring to SecƟ on 1 and 2 of Crystal’s voƟ ng boudaries, use numerals and not Roman numerals. Sentence spacing Use only one space aŌ er the end of a sentence. Serial commas In a sequence of three or more items, include a comma to separate the ﬁ nal conjuncƟ on “and” or “or” (Ex. ...states, museums, and cultural venues; Not ...states, counƟ es and ciƟ es.). Never use an ampersand to replace “and” (Ex. ...libraries, museums, & cultural venues.). Stormwater (n.) One word, no caps. Time Use ﬁ gures except for noon and midnight and use a colon to separate hours from minutes (Ex. 11 a.m., 1 p.m., 3:30 p.m.). Use periods and do not capitalize a.m. and p.m. Use a space aŌ er the numeral. Avoid redundancies such as 10 a.m. this morning, instead: 10 a.m. today. Do not include minutes if there are none. Webpage The default spelling is “webpage” in lower case. Do not use Web page, Webpage. Website The default spelling is “website” in lower case. Do not use Web Site, Website. X (formerly TwiƩ er) Use “X (formerly TwiƩ er)” on ﬁ rst reference; “X” alone thereaŌ er. Example: “Follow the City of Crystal on X (formerly TwiƩ er) for real-Ɵ me updates.” 9.1 WriƟ ng for the Internet Brand IdenƟ ty & Style Guide - January 2025 9.1 WriƟ ng for the Internet and Social Media People use the Internet to easily ﬁ nd, understand and use informaƟ on to complete a task, so a writer has less than ﬁ ve seconds to convince a reader the informaƟ on has value. People do not read enƟ re webpages. They scan. Help people extract the main informaƟ on as quickly as possible. Do not try to tease or build excitement. For more informaƟ on, see the city’s social media strategy. IdenƟ fy the Top Task People come to the city’s website with a speciﬁ c task in mind or to get self-service. Think about how well the website allows your users to get something done. If the website doesn’t help them complete that task, they’ll leave. Use a Compelling Headline On average, ﬁ ve Ɵ mes as many people read a headline versus the body copy. If someone only reads the headline, will they know the point you want to get across? The headline should have an obvious “What’s in it for me?” message. Use Plain Language Techniques • Use descripƟ ve Ɵ tles and subheads. • Lead with the most important messages. • Rewrite complex sentences, especially at the beginning of a paragraph. • Use the inverted-pyramid structure (most important informaƟ on ﬁ rst). • Be succinct. • See 9.2 “ImplemenƟ ng Plain Language.” Don’t Cut and Paste Don’t cut and paste the text of print documents to create Internet content. Print wriƟ ng is diff erent from web wriƟ ng. Pick out necessary informaƟ on in your print document that will help your web users and create a new webpage. Break (some) Grammar Rules Grammar rules exist to help us communicate clearly and meaningfully and many should never be intenƟ onally violated. But wriƟ ng for the Internet is diff erent than wriƟ ng for print. Some rules may be broken for clarity and speed when the situaƟ on warrants (this is not a free pass to be sloppy). • WriƟ ng in sentence fragments can help users scan content more easily. • Using one-sentence paragraphs can provide impact and draw aƩ enƟ on to key informaƟ on. 9.1 Plain Language Create Eff ecƟ ve Links The city has an account with bitly that enables shortened, speciﬁ c, branded links such as go.crystalmn.gov/website. Branded QR Codes are also available. Contact the communicaƟ on coordinator for more informaƟ on. When not useing branded linksm, make sure the url clariﬁ es content or navigaƟ on. Eff ecƟ ve link names are key to saƟ sfying the city’s website users. Studies show links wriƩ en in plain language are the most eff ecƟ ve. Plain-language links are wriƩ en clearly so that the user understands exactly where the link will take them. • Link names should be the same as the page name it links to. • Don’t use the full name of a document or program as a link name. • Be as explicit as you can — too long is beƩ er than too short. • Don’t embed links in text. It just invites people to leave your text. • Add a short descripƟ on when needed to clarify the link. Remember, some users might be visually disabled. Do not use “Click Here” or “Click the green buƩ on” links. You want to use links that clearly explain the content of the page it links to. If the link says “Annual Reports,” then the desƟ naƟ on page should be Ɵ tled “Annual Reports.” Brand IdenƟ ty & Style Guide - January 2025 9.2 WriƟ ng for the Internet Brand IdenƟ ty & Style Guide - January 2025 9.2 ImplemenƟ ng Plain Language CiƟ zens deserve clear communicaƟ ons from government; therefore, the City of Crystal has adopted plain language requirements. These requirements help ciƟ zens understand the city’s content beƩ er and faster by eliminaƟ ng the tendency to make things sound more “important” or “offi cial” at the expense of clarity. Think About the Audience The ﬁ rst rule of plain language is to write for your audience. Use language your audience knows and feels comfortable with. Take your audience’s current level of knowledge into account. Aim for a reading level of around 6th or 7th grade. Organize OrganizaƟ on is key. Start by staƟ ng the document’s purpose and its boƩ om line. Eliminate ﬁ ller and unnecessary content. Put the most important informaƟ on at the beginning and include background informaƟ on (when necessary) toward the end. Another useful organizing principle is to put general informaƟ on ﬁ rst, with specialized informaƟ on or excepƟ ons to the general informaƟ on later. That way the material that addresses most readers in most situaƟ ons comes ﬁ rst. Consider using examples, tables, lists and illustraƟ ons when appropriate. Use Short SecƟ ons and MulƟ ple Headings Short secƟ ons break up material so it’s easier to comprehend. Long, dense secƟ ons with no white space are visually unappealing and give the impression that your document is diffi cult to understand. Short secƟ ons also allow the opportunity to insert informaƟ ve headings into your material. Remember that boldface secƟ on headings give the reader the best roadmap to the document. The best-organized document will sƟ ll be diffi cult for users to follow if they can’t see how it’s organized. An eff ecƟ ve way to reveal your document’s organizaƟ on is to use lots of useful headings. Be Concise Leave out unnecessary words. Don’t use jargon or technical terms when everyday words have the same meaning. Jargon is unnecessarily complicated, technical language used to impress, rather than to inform, your audience. Use words and terms consistently throughout your documents. Wordy, dense construcƟ on is one of the biggest problems in government wriƟ ng. Nothing is more confusing than long, complex sentences containing mulƟ ple phrases and clauses. Use Short Sentences and Paragraphs Express only one idea in each sentence. Long, complicated sentences oŌ en mean that you aren’t sure about what you want to say. Shorter sentences are also beƩ er for conveying complex informaƟ on; they break the informaƟ on up into smaller, easier-to-process units. Sentences loaded with dependent clauses and excepƟ ons confuse the audience by losing the main point in a forest of words. Resist the temptaƟ on to put everything in one sentence; break up your idea into its parts and make each one the subject of its own sentence. Write short paragraphs and include only one topic in each paragraph. Use TransiƟ on Words • When adding a point: also, and, in addiƟ on, besides, what is more, similarly, further. • When giving an example: for instance, for example, for one thing, for another thing. • When restaƟ ng: in other words, that is, in short, put diff erently, again. • When introducing a result: so, as a result, thus, therefore, accordingly, then. • When contrasƟ ng: but, however, on the other hand, sƟ ll, nevertheless, conversely. • When summing up: to summarize, to sum up, to conclude, in conclusion, in short. • When sequencing ideas: First,… Second,… Third,… Lastly,… Use the AcƟ ve Voice AcƟ ve voice makes it clear who is supposed to do what. It eliminates ambiguity about responsibiliƟ es. Not “It must be done,” but “You must do it.” Passive voice obscures who is responsible for what and is one of the biggest problems with government documents. Don’t confuse passive voice with past tense. Passive sentences have two basic features, although both may not appear in every passive sentence. • A form of the verb “to be” (for example: are, was, were, could be). • A verb ending in “ed” (past parƟ ciple). 10.0 Style Guide Contact Company: City of Crystal Designer: Michael Peterson, CommunicaƟ ons Manager Phone: 763-531-1136 Email: mike.peterson@crystalmn.gov Web: crystalmn.gov 10 Plain Language Brand IdenƟ ty & Style Guide - January 2025 4141 Douglas Drive North • Crystal, Minnesota 55422-1696 Tel: (763) 531-1000 • Fax: (763) 531-1188 • crystalmn.gov Crystal Social Media Strategy 2025-2027 I. PURPOSE: To use social media platforms as a core tool to: • Inform and engage Crystal residents and stakeholders. • Promote city services, events, and civic pride. • Enhance transparency and accessibility. • Build a digital presence that reflects the city's values. II. TARGET AUDIENCES Derived from the city’s broader audience focus, primary social media audiences include: • Current and prospective residents. • Local businesses. • Community groups, nonprofits and partners. • City staff and elected officials. • Local media and community groups and influencers. IIII. PLATFORM-SPECIFIC APPROACH Platform Audience Content Type Frequency Facebook Residents, seniors, families Events, public safety updates, civic alerts, photos 5-7 times per week X (Twitter) Media, civic leaders, active residents Real-time updates, live tweeting of events, press releases, alerts 3-5 times per week Instagram Younger residents, families, businesses Visual storytelling, city events 3-5 times per month Nextdoor Neighborhoods, older adults Service alerts, community updates, safety 3-5 times per week YouTube General public CCX videos, PSAs, how-to videos 2-4 times per month LinkedIn Businesses, job seekers Hiring As needed IV. CONTENT PILLARS Social media postings content centers around these six key themes: 1. City Services and Alerts o Street closures, water updates, snow emergencies, permit deadlines 2. Community Pride and Stories o Resident features, neighborhood highlights, local businesses, photo contests 3. Civic Engagement o Promote council meetings, volunteer roles, task forces, and input opportunities 4. Events and Celebrations o City festivals, DEI holidays, library and park programs, public art 5. Public Safety and Preparedness o Fire, police, emergency tips, SMART 911, seasonal reminders 6. Innovation o Digital tools, sustainability efforts, infrastructure projects V: TOOLS AND TACTICS • Content Creation: Canva, CapCut, Adobe Suite, branded templates. • Video: Subtitled YouTube shorts, Mayor’s Minutes and CCX, in-house productions. • Scheduling: Use tools like Meta Business Suite for planning. • Engagement: Proactively respond to questions/concerns within 24 hours. • Accessibility: All content must follow plain language and ADA standards (alt text, captions, no text-heavy images). • Hashtags: Create and maintain branded hashtags: #CrystalMN, #BeCrystalClear VI. CONTENT PLANNING Monthly Themes Example: • January: Snow Parking Restrictions. • February: Black History Month, recreation registration. • March: Women’s History, storm awareness. • April: Earth Day, public works projects. • May: Small business awareness campaign. • June: Pride, Juneteenth, summer events. • July: Parks, summer events. • August: Back to School, National Night Out. • September: Voter information (if applicable), Hispanic Heritage. • October: Public safety, recycling. • November: Gratitude campaign, winter readiness. • December: Year in review, holiday events. VII. CONTENT PLANNING Annual Goals • Increase total social media followers by 15%. • Maintain a 10%+ engagement rate on Instagram and Facebook. • Post a minimum of one video/week across platforms. • Launch a community social media campaign/quarter. Annual Metrics Tracking • Follower growth. • Engagement (likes, comments, shares, saves). • Reach and impressions. • Click-through rates (for links and videos). • Message response time. • Hashtag performance and analytics. VIII. INCLUSION AND REPRESENTATION • Feature diverse community voices: partner with MAC and Inclusion and Diversity Commission. • Highlight multilingual content where relevant. • Celebrate cultural events beyond heritage months. • Use inclusive, gender-neutral language. • Diversify imagery to reflect Crystal’s demographics. IX. CRISIS COMMUNITIONS • Follow existing protocols; ensure emergency messages are top priority. • Use all platforms simultaneously, with pre-approved messaging. • Designate primary contact and backup for posting (trained staff only). X. CONTINOUS IMPROVEMENT • Social media audit every half year: content mix, voice, branding. • Gage repeated postings and note successes. • Benchmark peer cities every quarter.