2023_Creative Services Toolkit_V1

Creative Services Toolkit

A Comprehensive Guide to Creative Communication Solutions

How to use this toolkit

The Creative Services Toolkit is designed to help public information officers determine the best materials needed to meet their client department’s communications goals. Public information officers and the Creative Services team work together to communicate with the City’s departments and residents. Creative Services provides a range of collateral and services for internal and external use. The Creative Services Toolkit is a living document, check for updates as trends, capabilities and resources change. Here is a quick overview:

Step 1: Ask yourself the questions outlined in the coming sections. If there are missing answers, reach out to your client department or connect with your supervisor and/or director.

Step 2: Select the products or services that best suit your client department’s needs. Do you have too many possible options? Edit down your options to the most effective and efficient suggestions to produce.

Step 3: Gather the copy, artwork, product examples and any other essential information for each project. Fill out and submit a detailed CityHub Request

Step 4: Work with your assigned designer to finalize your client department’s needs.

The Creative Services team assists our public information officer s in communicating with our City’s departments and residents. With our department’s res ources and workloads in constant flux, it is critical that we are efficient with our op erations. Public Information Officers (PIOs) should figure out what their client departments ne ed and not just pass along their wants. By figuring out what is needed, and using this tool kit, the developed creative solutions should be more effective.

How can we help you?

Have you drafted a creative brief for your communications plan?

A creative brief can include your department’s design project mission, goals, challenges, demographics, messaging and other key details. Preparing a creative brief can help maintain consistency and focus when determining your creative needs.

As a public information officer, you have the very important role of helping our City departments communicate with accuracy, transparency and efficiency to the public. Determining what avenues of communication, how to create these messages and why they are important, requires great ingenuity. Creative Services is here to support you in that pursuit and ensure that you are aware of all the options available.

What’s the point of a Style Guide and toolkit?

The toolkit will help to ensure we are not saying “yes” to projects that don’t achieve our goals. A visual style guide provides an outline of creative guidelines to be followed, further establishing the consistency and quality that is becoming for the great City we inspire to be.

The toolkit will help you:

• Focus on the most effective and efficient way to meet your client department’s communications needs.

• Determine the specific services needed to achieve your communication goals.

• Fill out and submit a CityHub request

• Note that the toolkit will not provide a solution for all creative requests, but it should help lead to a more strategic approach.

Did you know?

81% of global brands involved in localized marketing cite “communicating a consistent brand message” as a top organizational priority.

Questions to ask yourself

The answers to these questions help to better determine the client department’s projected needs.

Can we make a flyer for you? Sure! But what is more important to know, is that flyer is accomplishing what you need it to do. It’s not so much the “how” that matters, but the “why.” Why is this message important? Answering that question helps us get to the “how” faster.

Is this a part of my client department’s communication plan?

Example: Yes, we have already developed a creative brief; (or) No, we would like some assistance from the creative team on what direction to take.

What is my client department promoting or needing collateral for?

Example: New bike lanes throughout the city during the fiscal year.

Who is the target audience?

Example: Residents and businesses in District 3.

Are there multiple pieces of design collateral needed? If so, how many?

Example: Yes, print materials for local businesses and digital assets to reach the general public.

What is the overall goal? What is the potential impact?

Example: To inform the public and prepare citizens for this upcoming change. We want the public to trust that these improvements will help the overall culture and ease of living in a commuter city.

Has what I need already been produced before?

Example: Yes, my department produces this every year; (or) No, this is a new event or item they are requesting.

Is there a budget? If yes, how will this determine the scope of the project? If no, what options do we have that don’t require funding?

Example: No, we would like to create a digital asset package to distribute to our departments and businesses. They would seek out their own funding resources.

Do you have a means of tracking engagement?

Example: Yes, a click-through link tracking on a QR code that was used on all print collateral.

Need these questions in a separate worksheet format? Click here.

Do you need Creative Services support before moving forward?

We are here to guide you through the creative process and offer strategic guidance.

Do you need help determining what assets would be most valuable and/or useful? We can assist in translating outreach ideas into visually appealing media by helping you in creating a tangible list of design projects that coincide with your Outreach Plan.

Email Creative Services at: creativeservices@sandiego.gov

Step 2:

Production & Service Categories

The Creative Services Toolkit is designed to help public information officers determine the best materials needed to meet their client department’s communications goals. Public information officers and the Creative Services team work together to communicate with the City’s departments and residents.

Creative Services provides a range of collateral and services for internal and external use. Here is a quick overview:

Graphics

Graphics can be anything from an icon to a flyer, or even an animated video. Because there are many different types of graphics, it is important to know which options would be most effective for communicating your message. .

• Flyers, brochures, posters and postcards

• Animations

• Icons and logos

• Reports, guides and templates

Photography

Photography is a compelling way to communicate City initiatives visually. Creative Services will work to provide high-quality, local images that capture real-life situations.

• Scenic stills

• Outward-facing events

• Headshots

• Deputy director and above

Video

CityTV and Creative Services offer a wide range of video production options. Because video production is resource intensive, not all video requests will be approved.

• Training, instructional and informational

• Recruitment

• Day-of City events

• City services

Audio

Audio plays an important role in communicating to the public. When considering who your audience is, you may need different languages or have time limits on what can be said. CityTV can assist in voiceover, creating a public service announcement for radio, or setting up a public address (PA) system.

• Voice overs

• Public service announcements

• Set-up or loan of public address system equipment

Graphics

Graphics can be anything from digital icons, printable materials to even an animated video. Graphics refers to any visual representation of data or information. Before determining what graphics to use in your campaign, here are some questions to ask yourself:

What we don’t do:

• Create graphics solely intended to be presented to the Mayor or City Council.

• Share our native files with any city departments, consultants or outside agencies.

• Write copy. Please have all copy finalized with your department first.

• Design in Microsoft 365.

• *PIOs are encouraged to have any and all copy completely approved before submitting a CityHub request. However, Creative Services is aware that there are exceptions that will be taken into consideration upon the request being made.

Graphics Questions

What audience am I trying to reach and where is the best place to reach them? Are there multiple audiences?

Example: My department really needs to reach local businesses in a certain district. The most effective way may be to create printable materials to distribute to these business or a social media post for Nextdoor.

Do I have an example that I have seen from other cities or departments that could be useful in my current project?

Example: Yes, another department created exactly what my department needs.

Do old graphics need to be updated to match the current Visual Style Guide?

Example: Yes, someone within the department created graphics without using the style guide (or) No, the graphics have been created and/or updated within the last two years.

Campaign Design & Strategic Guidance

Do you need help determining what assets would be most valuable and/or useful? We can assist in translating outreach ideas into visually appealing media by helping you create a list of design projects that coincide with your Outreach Plan.

Requirements: Contact Creative Services to be assigned an available designer and schedule a meeting.

Reports & Guides

Reports and Guides are multi-page documents that provide detailed information on a subject or topic. They are editorial in nature, text heavy and informative. Photographs, artwork, icons and infographics can all be used to support the information. These documents take quite a bit longer to produce than most other graphics, so please allow for more time.

Requirements:

All copy submitted to Creative Services must be copy edited and finalized by both the PIO and department representative prior to design work starting.

Editable Templates (social media, forms, letterheads, white sheets, etc.)

It is likely that your department(s) need assets on a regular basis. These templates can range from print materials like fact sheets, to social media templates and even business cards. It is important to check in with your client departments on a quarterly basis to gauge their needs and how you can better help support them throughout each fiscal year. Once assessing the upcoming needs of each quarter, Creative Services can help compile materials.

Requirements:

A thorough list of the materials needed. An understanding of how to edit the materials and how to teach your client department representatives how to edit these materials.

Brochures

Brochures range in size and dimensions. They should include high-level information with some additional supporting details. Photographs, artwork, icons and infographics can all be used to support the information.

Requirements:

All copy submitted to Creative Services must be copy edited and finalized by both the PIO and department representative prior to design work starting.

Flyers

Unlike posters, flyers are intended to be handed out by city staff at events or printed and left at businesses or other public facilities like libraries and recreation centers for residents to pick up and take with them. Ideally, they would remain 8.5 inches by 11 inches or smaller to ensure easy printing and transportation. They should include only essential and important information, with a call to action.

Example: New bike lanes will be put installed in District 4 and flyers are printed to be distributed at bike shops throughout the district.

Requirements:

Edited copy, translation requirements, and artwork suggestions submitted to Creative Services must be edited and finalized by both the PIO and client department representative.

Newsletters

Newsletters are sent through email, generally via a subscription. They are either templated through a resource such as SalesMate or MailChimp, or they can exist as a PDF that is sent as an attachment. Artwork for newsletters may include: headers, subheaders, footers, photographs, icons and templates that highlight paragraph styles. Any copy that is included will be changed and updated by the department or PIO.

Requirements: Copy in the form of headers, footers, or disclaimers submitted to Creative Services must be copy edited and finalized by both the PIO and client department representative prior to design work starting.

Campaign or Initiative Branding

Department branding follows guidelines provided in the City’s Style Guide. For any board, commission, or campaign branding, submit a CityHub request and we will create branding that is consistent with the City’s branding.

Example: A newly created department or board requests marketing materials to establish their identity/brand.

Requirements:

Approval from the Communications and Department supervisors and a clear and intentional goal or purpose.

Poster & Signs

Posters and signs should include only the most important and necessary information. Art and photographs can be included if they are in support of the main message of the poster or sign. They should be eye catching and have a hierarchy of information. Because they range in size, we recommend asking your client department where they will be used. Depending on the intended space, your dimensions may change drastically.

Requirements:

All copy and any translation requests submitted to Creative Services must be copy edited and finalized by both the PIO and client department representative prior to starting design work.

Postcards

Direct mail marketing is effective when sent to focused audiences when they are supporting additional marketing (i.e., social media posts, flyers, email newsletters). Postcards should include high-level, concise information on a particular subject or topic. They should be catchy, to the point, and informative. Photographs, artwork, icons and infographics can all be used to support the information.

Requirements:

All copy and any translation requests submitted to Creative Services must be copyedited and finalized by both the PIO and department representative prior to design work starting.

Infographics

Infographics help visually communicate information or data. They are educational in nature, content rich and range in subject matter. Infographics help us visually communicate information that would otherwise require more reading and/writing.

Requirements:

Clear understanding of the subject and/or topic that needs to be communicated. Because infographics require more artistic interpretation, all copy submitted is subject to change. It is also helpful to provide examples to the creative team.

Website

Website graphics are limited to the direction of the Department of Information Technology. They may include photography, headers, icons and videos. Restrictions and dimensions provided by DoIT.

Requirements:

Visit the Web Team’s Pattern Library for a full overview of capabilities and code needed to edit your department’s web pages.

Animations

Animations are reserved for social media and the website. They should be informative and useful. They can include artistic interpretation if it follows along with the City’s current Visual Style Guide. Web animations need to align with the Web Team’s guidelines..

Requirements:

Finalized script and intended message if any copy is included. Approval from the social media manager.

Do you need to post to social media?

Check with our social media team first.

Each social media platform (Twitter, Facebook, LinkedIn, etc.) has restrictions on dimensions and file types (for best practices see social media team). All collateral created for social media will need to be reviewed and approved by the Social Media/Marketing Manager and follow the city’s most recent Visual Style Guide. Our department head and social media coordinators can help determine whether or not your content would be suitable for social media.

Email Alma Rife at: agrife@sandiego.gov

Photos

Photography is a compelling way to communicate City initiatives visually. Creative Services will work to provide high-quality, local images that capture real-life situations. Because of our limited resources, we do not have the capability to shoot photos of internal meetings or teambuilding events. We strive to include diverse participants in our photos and to capture the essence of our subject matter. It should be noted that photographs will be uploaded and tagged in Webdam for future use.

What we don’t do (because of limited resources):

• Take huge batch portrait photography. If you need more than 15 individuals photographed at a time, contact an outside agency.

• Touch-ups or detailed batch photo editing for client departments (excluding photos used in larger projects).

Photography Questions

Who and/or what is the subject?

Example: Parks and Rec is about to launch a new Therapeutic Rec cycling program. It would be great to get photos of cyclists to use for future marketing materials.

Who is your audience?

Example: We are targeting the disabled community, particularly those who are looking to exercise. Because they are public facing, it is important that we stage the photos to cater to our residents.

Where do you plan on using these photos? Will these images support a specific or past project?

Example: These photos will be used both online and on future posters. T his means that I need both large and small photo options to distribute to my cli ent department. This also helps determine if the photos should be shot vertically (portrait) fo r social media or horizontally (landscape) for print and web use.

Do we need to acquire permission and/or need to be permitted to a location prior to the scheduled event?

Example: Yes, we need to let Parks and Rec. know we are looking for access to the Linda Vista rec. center.

New to photography?

We can help get you started. Watch this course: Smart Phone Photography

Or this course: iPhone Photography: Shooting to Storytelling

Scenic/Infrastructure

Scenic landscapes of our beautiful city can be useful throughout every department’s communication plan. If there is a particular part of the city that you need captured, Creative Services can assist.

Requirements:

Confirmed time and date, as well as any client departmental requests such as: location, time of day, special uses (i.e., website or social media), etc.

Portraits

Professional portraits are taken by the Creative Services team on the first Wednesday of each month. They are to be used on the City’s website, to provide to the media for interviews and for use in other City-related materials. In order to manage our resources, portraits are usually reserved for Deputy Directors and higher unless granted specific approval by Creative Services.

Requirements:

Email either Alex Handy or Manny Flores to schedule your photoshoot.

Public Facing Events

Public information officers are encouraged to take photos at department events. However, if higher-quality photographs are requested, a Creative Services team member can be assigned and scheduled to attend.

Requirements:

Confirmed time and date, as well as any departmental requests such as: candid photos, speeches, group photos, etc.

Staged

Staged photography can also be thought of as stock photography. They are generally curated to be easily editable and used across a multitude of other marketing materials.

Example:

Your client department is launching a campaign to encourage job applicants. A staged photoshoot is scheduled with department employees to highlight aspects of the job.

Requirements:

Confirmed time and date, as well as any departmental requests such as: candid photos, speeches, group photos, etc.

Videos

CityTV and Creative Services offer a wide range of video production options. Because video production is resource intensive, not all video requests will be approved. Your creative brief and/ or the content in your video request form will factor into the decision to produce your video request.

Videos we do not Produce / What we do NOT do

• Surrounding legislation, propositions or candidates running for office.

• Videos for professional organizations.

• Department training videos – only citywide .

• Shoot footage “just to have it” or because “it would be nice to have”.

Videography Questions

What is the purpose of this video? What are you looking to accomplish?

Example: I want residents to know how to use the new organic waste recycling bins.

Video is a visual medium. Is this subject visual?

Example: Yes, we want to showcase the types of food that can go in the recycle bin and how the composting process works.

Which audience am I trying to reach?

Example: Homeowners in District 4. Not just “everyone.”

If I were in my audience’s shoes, how would I want to receive the message?

Example: I would expect to receive this as an email link, embedded on ESD’s webpage, posted on Instagram. Not just “social media.”

Do you have information that can be used to develop a script?

Example: Yes, five talking points from other materials that need to be expanded upon

Where will this have the biggest impact? Will it be on Instagram, Facebook, Twitter, Tik Tok, broadcast, YouTube, digital ads, web, or multi-platformed?

Example: We will use our Cox inventory to air the PSA on Cox Communications. It will also be hosted on the ESD’s website for the next three months.

What is the tone you are trying to convey in this video?

Example: Will this be humorous, compassionate, or serious.

Is everyone in your Client Department who needs to approve this video involved? Who is the final decision maker?

Example: Yes, we already have had the Department head and management approve the talking points.

Profile a Person, Department or Program

Highlights an individual or group, an introduction or story that is one to two minutes in length, 16:9 format or 9:16 for social media.

Requirements:

A clear and intentional message, script concepts or bullet points to include in a one to two minutes video, completed Storyboard Request Form

Studio Green Screen Message

A short message where a spokesperson reads a script from a teleprompter. The background is keyed out and replaced with imagery. B-roll can be edited into the video for visuals. These are recorded in CityTV’s studio.

Requirements: A clear and intentional message, script concept or bullet points, any relevant visuals or an idea of what to capture. Coordination with the spokesperson to approve the script and to schedule the reading.

Public Service Announcement

A short message that raises awareness on an issue of public interest. These videos have the potential to be included in Cox broadcasting and/or reformatted for digital signage or social media. They should be :30 seconds in duration if they’re to maximized where they can be used.

Requirements:

A clear and intentional message, script concept or bullet points. We have a Storyboard Request Form to help depict the concept.

Video News Release (VNR)

B-roll of a subject that is hard to reach or not open to the media that is shot and edited by CityTV for the purpose of sharing with the media.

Requirements: Arrangements with the client department so they know we’re shooting.

Documentary/Mini-Series

Focus on a particular subject, clear story arch that is seven to 10 minutes in length, and 16:9 format (2K - 4K).

Requirements:

A clear and intentional message, script concept or bullet points. We have a Storyboard Request Form to help depict the concept.

Lecture

Stationary filming of a scheduled lecture, that includes a single camera, edited introduction and outroduction, and in a 16:9 format (2K - 4K).

Requirements:

Details about the lecture, permission from the lecturer, coordination with the hosting venue, and an idea of how the final video will be used.

Animation

Using motion graphics to tell a story. Animations are best used when explaining a complicated process or procedure that Isn’t easily understood with traditional video. Example: The water purification process for Pure Water.

Requirements:

A clear and intentional message, script concept or bullet points. We have a Storyboard Request Form to help depict the concept.

Digital Signage: CityTV or other signs

Includes videos (generally with no audio), animations, photos, graphics or text crawls on CityTV’s or another other provider’s digital signage.

Requirements:

Details about the subject. Agreement with the owner of the digital signage system to air the content. Specs for the content: size, framerate, resolution, duration.

Audio

Audio plays an important role in communicating to the public. When considering who your audience is, you may need different languages or have time limits on what can be said. CityTV can assist in recording a voiceover, creating a public service announcement for radio or setting up a PA system.

Do you need audio recorded or text translated in multiple languages? Email Ombretta Di Dio at: didioo@sandiego.gov

Click here to access the excel sheet you will need to fill out.

Audio Questions

Do you need audio or voiceover for a video?

Example: We need a voiceover for an animation video that explains organic recycling. We have a finalized script, and it is one minute in length.

Do you need audio assistance for an event?

Example: Yes, my department wants to record a voiceover for an Instagram reel.

If you need a voiceover, do you need it in multiple languages?

Example: Yes, we need a voiceover for our informational video in English, Spanish and Tagalog.

Amplified Audio System (PA system)

Example:

Events like ribbon cuttings, need amplified audio. Limitations: Each anchor speaker covers on average 25 people outdoors. Anything over that, would require a second speaker.

Requirements:

PIOs are to determine whether a wired or wireless system is required. They are directly responsible for all equipment including set up and break down.

Radio or Podcast

Example:

Audio commercial/PSA informing a targeted segment of the population.

Requirements:

Script concept, an idea on the type and tone of of voice (woman, man, young, old, authoritative, casual, etc.), knowledge of the duration – usually :30 seconds.

How to make a Request

The toolkit acts as a catalog of what services Creative Services currently provides. It should be used in tandem with the City of San Diego’s Visual Style Guide, any templates or forms provided and your Communications Plan.

Step 1: Gather your assets, creative briefs and project details. (Size, file types, deadline, CommD plan, budget, creative brief, final copy, etc.)

Step 2:

Assess your deadline, finalize your copy and bullet points with your department, and clarify who is involved in the approval process and has the final say. (i.e. You have confirmed with your department that the copy you are submitting is finalized and will not be subject to change)

Step 3:

Access the CityNet portal and be as thorough as possible. Once logged in, navigate to the left hand side under request forms and find the appropriate form. It is important that you fill out as many fields as possible with as much information you can. Sometimes a seemingly useless fact can be helpful in the creative process.

Step 4: Submit your request and wait for a response.

Why are details important?

In order to operate effectively and efficient, we rely on details and data to help determine budgets, staffing and more. These details help ensure that accura te assessments are made.