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HomeMy WebLinkAboutStaff Report 4.C 09/18/2017DATE: September 18, 2017 Agenda Item #4.0 TO: Honorable Mayor and Members of the City Council through City Manager FROM: Amy Reeve, Director of Human Resources SUBJECT: Resolution Amending the Classification and Compensation Plan by Establishing the Classification and Pay Range for a Limited Term Transit Marketing Coordinator, Authorizing the Position Allocation of One Limited Term Transit Marketing Coordinator in the Public Works and Utilities Department, and Approving Additional Comparator Agencies for the Transit Division RECOMMENDATION It is recommended that the City Council adopt the attached Resolution Amending the Classification and Compensation Plan by Establishing the Classification and Pay Range for a Limited Term Transit Marketing Coordinator, Authorizing the Position Allocation of One Limited Term Transit Marketing Coordinator in the Public Works and Utilities Department, and Approving Additional Comparator Agencies for the Transit Division. BACKGROUND Through the fiscal year 2016/17 budget process, the Public Works and Utilities Department identified the need to expand one of the Transit Division's grant - funded, part-time positions to a full -time position. The Transit Marketing Coordinator will serve a vital outreach role for the City and the Transit Division. The allocation of a new position was conceptually approved in the FY 2016 -17 budget with the understanding that the new classification and salary range would be brought to the City Council for approval since no such classification exists in the City's Classification and Compensation Plan. A limited term classification is dependent upon grant funding each fiscal year. DISCUSSION The fundamental purpose of a Transit Marketing Coordinator is to provide professional level traditional marketing services, which include design of multiple printed materials such as bus schedules, posters, information materials, and supporting the Petaluma Transit website and social media communications, combined with extensive outreach to the community, often in the form of one -on -one and group events where the public is instructed in how to ride the local bus system, and escorted on trial bus trips. The position will also coordinate the ADA Eligibility Determination Program. The recommended salary is based on evaluating external comparators as well as internal equity. Initially, of the four external Transit oriented comparators approved by Council, three were considered matches for having a comparable position: Vacaville, Marin Transit, and Sonoma County Transit. Because of the difficulty in finding comparable positions, additional review and research was conducted and three additional comparator agencies were identified: Sacramento Regional Transit District, Santa Clara Valley Transportation Authority, and the Livermore - Amador Valley Transit Authority. Agency Position Top Step Salary Vacaville Senior Program Coordinator 4,971.86 Marin Transit Program Coordinator 6,180.00 Sonoma County Transit Marketing Specialist 5,550.00 Sacramento Regional Transit District Marketing & Communications Specialist 6,787.00 Santa Clara Valley Transportation Auth. Public Communications Specialist I 6,935.00 Livermore- Amador Valley Transit Auth. Marketing & Communications Specialist 5,835.00 The recommended salary takes into account other City of Petaluma classifications that require a similar combination of knowledge, skills and abilities and the current salary for the part-time grant - funded position. The recommended salary, which is shown in the table that follows, is at the median of the market considering similar agencies: Petaluma Limited Term Transit Marketing Coordinator: This position is considered a professional level job and will be placed in the Petaluma Professional and Mid - Managers Association ( PPMMA). The City has met and conferred with PPMMA regarding the addition of this limited term position. FINANCIAL IMPACTS The transition of the current position from part-time permanent, 29 hours per week, to full -time at the same pay rate will increase the annual costs for the position by approximately $50,000 per year, including benefit costs. This position is grant - funded by either the City's annual apportionment of Transportation Fund for Clean Air (TFCA) transit marketing funds, or Federal Transit Administration (FTA) Section 5310 transit travel training funds with Transportation Development Act (TDA transit operating funds), depending on the year. For FY 2017 -18 the Transit Division will support this position from the TFCA funding source. ATTACHMENTS Resolution Step 1 Step 2 Step 3 Step 4 Step 5 Hourly $27.75 $29.25 $30.75 $32.25 $33.74 Monthly $4811.67 $5070.90 $5330.12 $5589.35 $5848.58 Annual $57,740.00 $60,850.75 $63,961.50 $67,072.25 $70,183.00 This position is considered a professional level job and will be placed in the Petaluma Professional and Mid - Managers Association ( PPMMA). The City has met and conferred with PPMMA regarding the addition of this limited term position. FINANCIAL IMPACTS The transition of the current position from part-time permanent, 29 hours per week, to full -time at the same pay rate will increase the annual costs for the position by approximately $50,000 per year, including benefit costs. This position is grant - funded by either the City's annual apportionment of Transportation Fund for Clean Air (TFCA) transit marketing funds, or Federal Transit Administration (FTA) Section 5310 transit travel training funds with Transportation Development Act (TDA transit operating funds), depending on the year. For FY 2017 -18 the Transit Division will support this position from the TFCA funding source. ATTACHMENTS Resolution 2. Exhibit A to Resolution: Job Specification for Limited Term Transit Marketing Coordinator ATTACHMENT I RESOLUTION AMENDING THE CLASSIFICATION AND COMPENSATION PLAN BY ESTABLISHING THE CLASSIFICATION AND PAY RANGE FOR A LIMITED TERM TRANSIT MARKETING COORDINATOR, AUTHORIZING THE POSITION ALLOCATION OF ONE LIMITED TERM TRANSIT MARKETING COORDINATOR IN THE PUBLIC WORKS AND UTILITIES DEPARTMENT, AND APPROVING ADDITIONAL COMPARATOR AGENCIES FOR THE TRANSIT DIVISION WHEREAS, the City wishes to keep current its Classification and Compensation Plan; and WHEREAS, amendments and /or revisions to the Classification and Compensation Plan are effective upon approval by the City Council; and WHEREAS, the City Manager /Personnel Officer has determined that certain duties and responsibilities are appropriately allocated to the classification of a Limited Term Transit Marketing Coordinator (as attached hereto and marked Exhibit A); and WHEREAS, the pay range for the classification of Transit Marketing Coordinator, as listed below, is hereby recommended effective with the adoption of this Resolution; and WHEREAS, the City of Petaluma receives funding to support transit marketing annually from both regional and federal sources, and is able to fund this position from transit operating funds and various transit grants which are reasonably anticipated to continue into the future. NOW, THEREFORE, BE IT RESOLVED BY that the City Council of the City of Petaluma: Approves the amendment to the Classification and Compensation Plan as written in this Resolution, including the amendment in the Competitive Service of the Personnel System; and 2. Takes this action pursuant to Personnel Code 3.04.020 and Personnel Rules and Regulations (Rule IV — Classification and Rule V — Compensation) and that the notice of this action has been properly posted; and 3. Authorizes the position allocation of one Limited Term Transit Marketing Coordinator within the Public Works and Utilities Department; and Step 1 Step 2 Step 3 Step 4 Step 5 Hourly $27.75 $29.25 $30.75 $32.25 $33.74 Monthly $4811.67 $5070.90 $5330.12 $5589.35 $5848.58 Annual $57,740.00 $60,850.75 $63,961.50 $67,072.25 $70,183.00 WHEREAS, the City of Petaluma receives funding to support transit marketing annually from both regional and federal sources, and is able to fund this position from transit operating funds and various transit grants which are reasonably anticipated to continue into the future. NOW, THEREFORE, BE IT RESOLVED BY that the City Council of the City of Petaluma: Approves the amendment to the Classification and Compensation Plan as written in this Resolution, including the amendment in the Competitive Service of the Personnel System; and 2. Takes this action pursuant to Personnel Code 3.04.020 and Personnel Rules and Regulations (Rule IV — Classification and Rule V — Compensation) and that the notice of this action has been properly posted; and 3. Authorizes the position allocation of one Limited Term Transit Marketing Coordinator within the Public Works and Utilities Department; and 4. Approves the addition of three comparable agencies for the Transit Division, to include Sacramento Regional Transit District, Santa Clara Valley Transportation Authority, and the Livelmore- Amador Valley Transit Authority. EXHIBIT A TO RESOLUTION Limited -Term Transit Marketing Coordinator Summary Promote the use of Petaluma Transit to the public through marketing programs; process and track bus pass and token sales; partner with Transit Operations Contractor on sign installations and removals; maintain an updated inventory of promotional and sales materials; conduct group and individual transit usage training; coordinate the ADA Eligibility Determination program, and plan and attend community events on behalf of Petaluma Transit. Class Characteristics General supervision is provided by the Transit Division Manager; responsibilities may include the direct and indirect supervision of lower level professional, technical, and clerical personnel as well as interface with and guidance of Transit Operations Contractor personnel. This is a full time, limited -term position. Essential Duties, Shills, and Demands of the Position The duties, skills, and demands described here are representative of those that must be met by an employee to successfully per form the essential functions of this job. Reasonable accommodations may be made to enable individuals with a disability to perform the essential duties, skills, and demands. Duties: Promote use of Petaluma Transit through marketing programs using social media and other marketing campaigns. Develop and manage programs designed to increase and expand transit system ridership. Coordinate a travel training program that educates and teaches individuals and groups, employers, senior citizens, school classes, and other populations on how to utilize the bus system. Conduct site visits to various businesses in the community, speaking with local merchants and citizens about public transit issues, advertising on the bus system, transit needs of the business or entity, and establish a network of transit information locations (bus schedule displays). Maintain revenue records on bus pass and token sales, conduct outreach to establish new pass sales outlets, collect revenues and create summary reports. Produce a variety of materials for marketing purposes to both English and non - English speaking audiences, including but not limited to newsletters, flyers, posters, bus schedule brochures, videos, department websites, and all web -based outreach media; maintain updated inventory of promotional and sales materials. Establish and maintain working relationships with media contacts. Coordinate, organize, set up and staff public events as an ambassador of Petaluma Transit. Plan and promote transit - specific events to elevate community awareness. Assist in identifying potential bus stop locations and public needs within the Petaluma Transit system. Partner with Transit Operations Contractor on sign installations and removals. Respond to inquiries, complaints and correspondence from customers and the public. Coordinate and manage the City's eligibility evaluations contractor, manage the database of eligible riders, including notifications for eligibility renewals, and support communications with all clients. Manage Petaluma's ADA- eligible clients in the R.E.D. Regional Database (Bay Area's ADA Eligibility database) and support communications with all clients. Design print and web materials to communicate service information to the public, using commercial graphic design software such as Adobe Creative Suite to produce bus schedule booklets/brochures, posters, information flyers, and car cards (ads inside buses). Post service alerts and changes at bus stops and inside buses. Observe bus operations for performance measures and provide feedback to Transit Division Manager and other transit staff. Develop transit system expertise. Perform related duties as assigned. Qualifications Knowledge of: Operational characteristics, services and activities of public transit systems; marketing techniques and use of social media to build product loyalty and interest; general office practices including operation of standard office equipment; local, State and federal laws, regulations and guidelines for public transit systems; outreach techniques and ability to communicate effectively one -on -one and with groups; public speaking principles and techniques for effective presentations to various audiences; principles, practices and terminology related to contract administration. Skills /Abilities: Ability to travel on local and North Bay public transportation systems; use office equipment, computers, and software systems effectively; work productively, independently and in a team environment; investigate and resolve customer complaints courteously and in a timely manner; communicate effectively both verbally and in writing; establish and maintain effective working relationships with those contacted in the course of the work; work effectively with diverse groups, including seniors and the disabled; learn, understand, and interpret transit policies, rules, and state and local laws. Be proficient with graphic design in Adobe Creative Suite to design print and web materials for communication with the public. Physical Demands and Work Environment: While performing the duties of this job, the employee is regularly required to sit, use the computer keyboard and mouse, use hands to finger, handle, or feel, reach with hands and arms, talk or hear, stand, walls, and stoop, or crouch. Occasionally lift and /or move up to 25 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus. Requires the ability to work in an office environment where the noise level is usually moderate. Employee will be required to perform Travel Training that requires traveling with senior citizens, large groups of children, and other populations to bus stops and ride with them on the bus to familiarize them with the operation of the bus. Education and Experience Any combination equivalent to the education and experience likely to provide the required knowledge and abilities would be qualifying. A typical way to gain such knowledge and abilities would be: Frinnatinn- A Bachelor's degree from an accredited college with coursework in communications, planning, business, marketing, or related field required. Experience: Two (2) years of experience working in a transit, communications, outreach, marketing, and /or customer service environment which demonstrates possession of the knowledge and abilities listed above. Experience with marketing in public service is highly desirable. Certifications /Licenses: Possession of a valid California Class C driver's license. Additional Requirement Ability to speak and write in Spanish is desirable. Established: Resolution #: Department: Public Works & Utilities FLSA Status: Non - exempt