Summers Direct --- June 17, 2020

Lisa Duarte,Director, Marketing & Communications Region of Peel

COVID-19

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Region of Peel

Serving close to 1.5 million residents and more than 175,000 businesses in Brampton, Caledon and Mississauga

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Internal CommunicationsCovid-19

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Internal Communications

• CIO in Regional Emergency Operations Center

• Commissioner Director meetings every 2 weeks as anchor on comms

• MOH is key note

• Interviews with front line staff

• Updates on emergency, redeployed staff etc

• Know, Do, Share

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Internal Communications cont’d

• Emails from “zzg” emergency response, HR, your healthy workplace

• Digital signs• Mailed letters• Video messages • Podcasts • Employee Town Halls • Municipal Task Force

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Working in Partnership with HR

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COVID-19 Peel Employee PortalWall of Gratitude

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Public Works-Internal Communications

• Regularly scheduled virtual staff townhalls with the Commissioner and Directors– Regular calls have been held for the Public Works leadership team (CDMSF) and all front-line workers– Due to the lack of Regional cell phones for many front-line workers, access was available on their own personal devices, from any

location, increasing the number of staff calling in.– All staff were given the opportunity to ask questions live on the call– Feedback surveys were very positive, with requests to hold these update meetings regularly

• Public Works Week celebration– Every year, the Region celebrates Public Works Week (PWW). Due to COVID, staff barbeques have been postponed, however, we

were able to continue our annual online campaign. This included posting photos from staff, taken in action during PWW. – New this year, we included a video from directors, expressing their appreciation for all the work the staff have done to keep our

services running these past few months.• Regular email communication

– Although this is not a new communications tactic, the Commissioner and the Directors have all increased their emails to staffsignificantly in order to keep everyone updated on all important information. Many of these emails have received positive feedback from staff.

• Internal video thanking all staff– This video was done in compilation with all ELT, thanking staff for the dedication during these times.

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Quarantine Cookbook

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ExternalCommunications

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External Communications

• Peelregion.ca

• Media releases

• Town Halls

• MOH video messages

• Social platforms

• Connect 2 Peel Newsletter

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Multicultural Ambassadors

• Public Health has Multilingual Community Ambassadors available to provide media with COVID-19 updates in different languages.

• Ambassadors can provide recorded video messages in Punjabi, Urdu, Mandarin and French.

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LanguageInterpretation

• Posters, signage, brochures

Our top

feel good storiesStory 1: The Region continues to communicate our need for PPE donations – results so far have netted approximately 185,000 pieces of donated PPE.

Story 2: Positioned staying in during Victoria Day as a way to unite to fight against COVID-19.

Story 3: Nursing Week and Paramedic Services Week digital ad campaigns in all Metroland/TorStar community web sites

Story 4: https://twitter.com/regionofpeel/status/1252603056010809349?s=2016

Public Works-External Communications

• External video to the community on the consistency of Public Works services during COVID-19:

https://twitter.com/i/status/1247505819752595456

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Virtual Exhibits at PAMA

• https://peelregion.ca/pama/simon-hughes/

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Media Approach

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Media relations

Story 1: Launched multicultural ambassador program in Public Health

Story 2: Over 160 media requests received to date, with a 100% response rate.

Story 3: Proactive media relations campaign underway for #museumathome and COVID Peel Time capsule.

Story 4: Proactive pitching for homeless isolation and recovery facility, resulting in a dozen points of coverage, including national media

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Top stories

Human ServicesStory 1: Interviews secured with CBC Toronto, Metro Morning, Metroland as well as additional local publications to build awareness for the homeless isolation and recovery programs

Story 2: Ongoing social media activity highlighting Human Services supports, including video of Nurse practitioner supporting homeless isolation/recovery program

Story 3: Ongoing updates to Social Supports and Community Response Table pages on website

Story 4: In collaboration with Public Health, developed process tool to assist HS Communications/client groups to manage information flow in the event of positive test at EYCC facility or shelter

Story 5: Collaboration with Public Health and CRT working group to begin planning Communications for Recovery Phase

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Social highlights

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Social standards

• Shifted focus from driving traffic back to our website to delivering key messages

– language is concise, informative and aligned with user habits

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Social standards

• Created and maintained visual standards across all platforms for key messaging on COVID-19

– Posts have been adopted and shared by community partners for their own COVID-19 messaging

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Audience targeting

• Reached new audiences and communities by translating key COVID-19 messages into Peel’s 10 most commonly used languages– Targeted key holidays across

communities to highlight the need for physical distancing

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Audience targeting

• Targeted younger audiences with key COVID-19 messages

- Staying home, being active, and interacting socially at a distance via technology were content pillars for campaign shared on platform with younger user base (Instagram Stories)

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Stories we love

on social channelsStory 1: Tribute to former RCMP officer living at SheridenVilla LTC with @peelpolice, @Peel_Paramedics and @MississaugaFES (7,500 views a/o May 14)

Story 2: Lots of love for recent Instagram posts at MaltonVillage and Peel Manor LTC (500 likes a/o May 14)

Story 3: Ryan Reynolds and Mayor Brown Twitter exchange about Conquer COVID-19 T-shirt fundraising challenge mentions @regionofpeel

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Demobilization and Recovery Comms

Communication flows from bi weekly CD meetings

REOC newlsetters

Digital signs

Remote First Principle

Podcasts

Virtual displays

Employee Portal

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Planned resources

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People Leaders Employees

• Know, Do, Share checklist• Remote work policy• Remote work guide• Welcome back guide• Virtual coaching• Virtual tour of the workplace• COVID Peel Employee portal

• COVID Peel Employee portal• Remote work policy• Remote work guide• Re-boarding guide • Virtual tour of the workplace

Thank you.

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