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01. OBJECTIVES
Organization's goals and targets are clearly defined, measurable, and aligned with its mission. This audit examines the effectiveness of goal-setting processes, the relevance of objectives to overall strategy, and the establishment of key performance indicators.
- What are the strategic objectives of city marketing, and how are they aligned with the overall vision and goals of the city?1 = low rate, 10 = high rate
- How does the municipal office develop and prioritize the objectives of city marketing, and what mechanisms are in place to ensure that they are realistic, measurable, and achievable?1 = low rate, 10 = high rate
- How well does the municipal office monitor and evaluate progress towards the objectives of city marketing?1 = low rate, 10 = high rate
- Are in place mechanisms to ensure that the objectives of city marketing are consistent with the needs and interests of stakeholders, including local residents, visitors, and businesses?1 = low rate, 10 = high rate
- How well does the municipal office engage with stakeholders to identify and prioritize the objectives of city marketing, including efforts to solicit feedback and input from the community?1 = low rate, 10 = high rate
- How well does the municipal office measure the success of city marketing objectives in terms of impact on the local economy, tourism, business development, and employment opportunities?1 = low rate, 10 = high rate
- Are in place mechanisms to ensure that the objectives of city marketing are aligned with the city's branding and messaging, including efforts to promote a consistent image of the city?1 = low rate, 10 = high rate
- How well does the municipal office ensure that the objectives of city marketing are sustainable and long-term, including efforts to balance short-term gains with long-term benefits?1 = low rate, 10 = high rate
- How well does the municipal office collaborate with other city departments and external partners to achieve the objectives of city marketing?1 = low rate, 10 = high rate
- Are in place mechanisms to communicate the objectives of city marketing to stakeholders and the broader public, including efforts to promote transparency and accountability in the marketing process?1 = low rate, 10 = high rate
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02. PLANNING
The effectiveness of an organization's strategic and operational planning processes. This includes assessing the clarity of plans, the consideration of risks, the allocation of resources, and the integration of short-term and long-term goals.
- How well does the municipal office plan city marketing activities, including efforts to develop a strategic approach that aligns with broader goals and objectives for the city?1 = low rate, 10 = high rate
- Are in place mechanisms to ensure that city marketing activities are aligned with broader urban planning initiatives to integrate marketing activities into urban planning processes and coordinate with other city departments?1 = low rate, 10 = high rate
- How well does the municipal office use data and research to inform city marketing planning? Including gathering information about target audiences, market trends, and other factors that can influence marketing strategy?1 = low rate, 10 = high rate
- Are in place mechanisms to evaluate the effectiveness of city marketing planning efforts, including tracking key performance indicators (KPIs) and progress toward specific marketing goals and objectives?1 = low rate, 10 = high rate
- How well does the municipal office ensure that city marketing planning is inclusive and participatory? Including feedback and input from citizens and other stakeholders in the planning process?1 = low rate, 10 = high rate
- Are in place measures to ensure that city marketing planning is flexible and adaptable, including efforts to adjust marketing strategies and tactics as needed in response to changing circumstances or emerging opportunities?1 = low rate, 10 = high rate
- How well does the municipal office balance short-term and long-term planning goals in city marketing, including efforts to balance immediate needs and priorities with longer-term objectives and aspirations for the city?1 = low rate, 10 = high rate
- Are in place mechanisms to ensure that city marketing planning is aligned with the city's branding and messaging strategy? Including promotion a consistent image for the city across different marketing channels and platforms?1 = low rate, 10 = high rate
- How well does the municipal office collaborate with external partners, including marketing agencies and vendors, in city marketing planning, including efforts to leverage external expertise and resources to enhance planning outcomes?1 = low rate, 10 = high rate
- Are in place mechanisms to ensure that city marketing planning is integrated with other planning and management initiatives within the municipal office, including efforts to coordinate marketing activities with other departments and programs?1 = low rate, 10 = high rate
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03. PR
The communication strategies and tactics employed by an organization to build and maintain relationships with its stakeholders. This includes assessing the effectiveness of messaging, media relations, crisis management, and overall efforts to enhance the organization's public image.
- What is the overall quality of strategy for public relations (PR) in city marketing, and how is it aligned with broader marketing goals and objectives?1 = low rate, 10 = high rate
- Are key messages and themes being communicated through PR activities in city marketing, and how are they being targeted to different audiences and stakeholders?1 = low rate, 10 = high rate
- How big is the impact of PR activities being measured and evaluated, including efforts to track media coverage, social media engagement, and other metrics?1 = low rate, 10 = high rate
- Are in place mechanisms to ensure that PR activities are coordinated with other marketing channels and platforms, including efforts to create a cohesive and consistent image for the city across different channels?1 = low rate, 10 = high rate
- How well is the effectiveness of PR activities being assessed in terms of reaching key target audiences, promoting engagement and interaction, and influencing perceptions of the city?1 = low rate, 10 = high rate
- Are in place measures to ensure that PR activities are inclusive and representative of the diversity of the local community, including efforts to promote equity and social justice in messaging and content?1 = low rate, 10 = high rate
- How well does the municipal office work with external partners, including media outlets and other PR agencies, to enhance PR outcomes and reach broader audiences?1 = low rate, 10 = high rate
- Are in place mechanisms to monitor and respond to citizen feedback and concerns related to PR activities, including efforts to address negative perceptions and promote positive engagement?1 = low rate, 10 = high rate
- How well does the municipal office ensure that PR activities comply with relevant laws and regulations, including efforts to promote transparency and ethical conduct in messaging and content?1 = low rate, 10 = high rate
- Are in place plans to adapt and evolve PR activities in response to changing market trends, emerging issues, and new opportunities in city marketing?1 = low rate, 10 = high rate
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04. SOCIAL NETWORKS
Presence and engagement on social media platforms. It examines the consistency of messaging, the effectiveness of communication strategies, audience engagement, and the impact of social media efforts on the organization's overall objectives.
- How well does the PR office use social media and other digital platforms to promote city marketing activities, including efforts to engage with citizens and target audiences on social networks?1 = low rate, 10 = high rate
- Are in place mechanisms to measure the impact of social media and other digital platforms on city marketing efforts, including efforts to track engagement metrics and assess the effectiveness of different marketing strategies and tactics?1 = low rate, 10 = high rate
- How well does the PR office ensure that social media and other digital marketing activities are aligned with broader marketing goals and objectives for the city, including efforts to integrate social media into broader marketing campaigns and strategies?1 = low rate, 10 = high rate
- Are in place measures to ensure that social media and other digital marketing activities are inclusive and representative of the diversity of the local community, including efforts to promote equity and social justice in marketing messaging and content?1 = low rate, 10 = high rate
- How well does the municipal office ensure that social media and other digital marketing activities are transparent and accountable, including efforts to promote transparency and ethical conduct in social media engagement and content creation?1 = low rate, 10 = high rate
- Are in place mechanisms to monitor and respond to citizen feedback and engagement on social media and other digital platforms, including efforts to address concerns, answer questions, and promote positive interactions with citizens?1 = low rate, 10 = high rate
- How well does the municipal office ensure that social media and other digital marketing activities are integrated with other marketing channels and platforms, including efforts to create a cohesive and consistent image for the city across different marketing channels?1 = low rate, 10 = high rate
- Are in place measures to ensure that social media and other digital marketing activities comply with relevant laws and regulations, including efforts to promote compliance with data privacy, consumer protection, and other legal requirements?1 = low rate, 10 = high rate
- How well does the municipal office collaborate with external partners, including social media agencies and vendors, in social media and digital marketing activities, including efforts to leverage external expertise and resources to enhance marketing outcomes?1 = low rate, 10 = high rate
- Are in place mechanisms to evaluate the impact of social media and other digital marketing activities on citizen perceptions of the city, including efforts to measure changes in public attitudes, behavior, and engagement as a result of social media and digital marketing campaigns?1 = low rate, 10 = high rate
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05. CITIZENS
Interactions with and services provided to citizens. It focuses on assessing the responsiveness, accessibility, and quality of services delivered to the public, ensuring that the organization is meeting the needs and expectations of its citizens.
- How well does the PR office engage with citizens in the city marketing process, including efforts to solicit feedback and input on marketing strategies and campaigns?1 = low rate, 10 = high rate
- Are in place mechanisms to ensure that citizen feedback and input is incorporated into the city marketing process, including efforts to address community concerns and priorities?1 = low rate, 10 = high rate
- How well does the PR office ensure that city marketing campaigns are inclusive and representative of the diversity of the local community, including efforts to promote equity and social justice in marketing messaging and content?1 = low rate, 10 = high rate
- Are in place measures to ensure that citizens have access to information about city marketing activities, including efforts to promote transparency and accountability in the marketing process?1 = low rate, 10 = high rate
- How well does the municipal office promote citizen participation in city marketing activities, including efforts to encourage civic engagement and volunteerism in marketing campaigns?1 = low rate, 10 = high rate
- Are in place mechanisms to measure citizen satisfaction with city marketing activities, including efforts to track engagement, feedback, and other key performance indicators (KPIs)?1 = low rate, 10 = high rate
- How well does the PR office ensure that city marketing activities are aligned with citizen priorities and needs, including efforts to promote a citizen-centered approach to marketing strategy?1 = low rate, 10 = high rate
- Are in place measures to ensure that citizens are aware of and engaged with city marketing campaigns, including efforts to promote community outreach and awareness-raising initiatives?1 = low rate, 10 = high rate
- How well does the municipal office collaborate with community-based organizations and other stakeholders to involve citizens in the city marketing process, including efforts to build partnerships and networks that promote community involvement?1 = low rate, 10 = high rate
- Are in place mechanisms to evaluate the impact of city marketing activities on citizen perceptions of the city, including efforts to measure changes in public attitudes, behavior, and engagement as a result of marketing campaigns?1 = low rate, 10 = high rate
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06. TOOLS
Tools and technologies used within an organization. This includes assessing the appropriateness of tools, their integration, security measures, and their impact on operational processes and outcomes.
- Does the PR office use tools and platforms for city marketing, including social media, websites, and other digital channels, and how are they integrated into overall marketing strategy?1 = low rate, 10 = high rate
- How well does the PR office evaluate the effectiveness of different marketing tools and channels, including efforts to track engagement, conversion rates, and other key performance indicators (KPIs)?1 = low rate, 10 = high rate
- Are in place mechanisms to ensure that marketing tools and platforms are accessible and user-friendly for stakeholders, including efforts to address language barriers and accessibility issues?1 = low rate, 10 = high rate
- How well does the PR office ensure that marketing tools and platforms comply with local regulations and ethical standards, including efforts to protect user privacy and prevent data breaches?1 = low rate, 10 = high rate
- Are in place measures to ensure the security and reliability of marketing tools and platforms, including efforts to prevent cyberattacks and other threats to data integrity?1 = low rate, 10 = high rate
- How well does the PR office manage and optimize the performance of marketing tools and platforms, including efforts to monitor usage, troubleshoot issues, and implement updates and enhancements?1 = low rate, 10 = high rate
- How well does the PR office ensure that marketing tools and platforms are aligned with the branding and messaging of the city, including efforts to promote a consistent and cohesive image?1 = low rate, 10 = high rate
- Are in place mechanisms to promote innovation and creativity in the use of marketing tools and platforms, including efforts to experiment with new technologies and approaches?1 = low rate, 10 = high rate
- How well does the PR office collaborate with external partners, including marketing agencies and vendors, to leverage the latest tools and technologies in city marketing?1 = low rate, 10 = high rate
- Are in place mechanisms to train and support staff in the effective use of marketing tools and platforms, including efforts to provide ongoing training and professional development opportunities?1 = low rate, 10 = high rate
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07. FINANCE
Financial processes, controls, and reporting. This involves assessing the accuracy of financial statements, adherence to accounting standards, effectiveness of internal controls, and overall financial management practices.
- How well does the PR office budget and allocate resources for city marketing activities, and what mechanisms are in place to ensure that spending is aligned with strategic priorities and objectives?1 = low rate, 10 = high rate
- Are in place measures to ensure that city marketing activities are cost-effective and efficient, including efforts to monitor expenses and identify opportunities for savings and optimization?1 = low rate, 10 = high rate
- How well does the PR office track and report on the financial performance of city marketing activities? including efforts to measure the return on investment and assess the impact of marketing campaigns on the local economy?1 = low rate, 10 = high rate
- Does the PR office have policies and procedures to ensure that city marketing expenses are authorized, documented, and reported accurately and transparently, in compliance with local regulations and ethical standards?1 = low rate, 10 = high rate
- Are in place measures to ensure that city marketing expenses are accounted for and managed effectively, including efforts to prevent fraud, waste, and abuse?1 = low rate, 10 = high rate
- How well does the PR office collaborate with other city departments and external partners to identify and secure funding for city marketing activities, including efforts to leverage public-private partnerships and grant opportunities?1 = low rate, 10 = high rate
- How well does the PR office ensure that city marketing activities are consistent with the city's overall financial plan and budget, including efforts to prioritize spending based on available resources and strategic objectives?1 = low rate, 10 = high rate
- Are in place mechanisms to evaluate the financial impact of city marketing activities on the local economy, including efforts to measure the contribution of tourism and other economic drivers to the city's overall revenue?1 = low rate, 10 = high rate
- How well does the PR office monitor and manage financial risks associated with city marketing activities, including efforts to identify and mitigate risks related to fluctuations in the economy, changes in consumer behavior, and other external factors?1 = low rate, 10 = high rate
- How well does the PR office promote transparency and accountability in the financial management of city marketing activities, including efforts to engage with stakeholders and provide regular reporting on budget and spending?1 = low rate, 10 = high rate
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08. HUMAN RESOURCES
Human resource management practices. This includes evaluating recruitment processes, employee development, performance management, compliance with employment laws, and overall workforce planning and management.
- Does the municipal office select employees for city marketing positions including diversity in the hiring process?1 = low rate, 10 = high rate
- Is training and development available for city marketing employees? How well the PR office ensure that they have the necessary skills and competencies to carry out their roles effectively.1 = low rate, 10 = high rate
- How well the PR office evaluate the performance of city marketing employees, and have mechanisms in place to provide feedback and support for professional growth and development.1 = low rate, 10 = high rate
- Does the PR office have in place policies and procedures to ensure that city marketing employees are treated fairly and equitably, including efforts to prevent discrimination and harassment in the workplace?1 = low rate, 10 = high rate
- Are in place measures to ensure that city marketing employees are compensated fairly and competitively, including efforts to benchmark salaries and benefits against industry standards?1 = low rate, 10 = high rate
- How well does the PR office ensure that city marketing employees are adequately staffed and have the necessary resources and support to carry out their responsibilities effectively?1 = low rate, 10 = high rate
- Does the PR office make effort to promote work-life balance for city marketing employees, including flexible work arrangements and support for mental health and well-being?1 = low rate, 10 = high rate
- How well does the PR office promote collaboration and teamwork among city marketing employees, including efforts to establish shared goals and objectives and facilitate communication and knowledge-sharing?1 = low rate, 10 = high rate
- Are in place measures to ensure that city marketing employees are up-to-date on the latest trends and best practices in marketing and branding, including efforts to provide ongoing training and education?1 = low rate, 10 = high rate
- How well does the PR office promote leadership and innovation among city marketing employees, including efforts to empower them to take risks, experiment with new approaches, and drive positive change?1 = low rate, 10 = high rate