TOWNSHIP OF ESQUIMALT STAFF REPORT
MEETING DATE: March 2, 2026 Report No. ADM-26-009
TO: Council
FROM: Deb Hopkins, Director of Corporate Services
SUBJECT: Supplemental Information for 2026 Budget - Corporate Services, Engineering and Public Works, and Communications Advertising
RECOMMENDATION:
Recommendation
That Council provide staff with direction on the inclusion of the advertising budgets for Corporate Services, Engineering and Public Works, and Communications.
Body
EXECUTIVE SUMMARY:
The purpose of this report is to provide Council with supplemental information on advertising expenditures included in the 2026 Financial Plan for Corporate Services, Engineering, and Communications, as directed.
BACKGROUND:
Across Corporate Services, Engineering and Public Works, and Communications, advertising budgets support statutory notice requirements, public engagement, community awareness, and strategic promotion of Township programs and community identity. The Public Notice Bylaw, adopted in 2024, enables electronic notice as the primary statutory public notice method; therefore, print advertising is now discretionary. Reductions or elimination would result in decreased reach, particularly for residents not using online channels, and diminished visibility for community, corporate, and economic development initiatives.
The combined budget allocation for the three departments is $25,900, representing approximately 0.06% of the total budget. Any cost savings related to reduced or eliminated advertising budgets should be weighed against the corresponding reduced community reach and engagement.
At the February 9, Special Committee of the Whole meeting, Council also requested information pertaining to the distribution and readership of the Victoria News. The following information was provided, however it should be noted that while distribution is tracked, readership is much more difficult to determine. The website metrics illustrate meaningful reach however they cannot be localized to Esquimalt.
• 22,000 copes of Victoria News delivered weekly, 7,500 copies distributed in and around Esquimalt
• 697,602 page views
• 298,768 unique users
• 52% direct traffic, 48% search traffic
• 62% mobile users
• 55% male, 45% female
• Age breakdown:
o 18% 25-34
o 23% 35-44
o 20% 45-54
o 21% 55-64%
o 14% 65+
o 4% Other
Chronology:
• January 12, 2026 Draft 2026 Preliminary Budget presented to Council
• February 9, 2026 Council requested additional information on the advertising budgets for Corporate Services, Engineering, and Communications
ANALYSIS:
CORPORATE SERVICES - $9,000
The primary purpose is to supplement statutory notices subject to section 94 notice outlined in the Community Charter, and to provide for notice where the form, manner, and timing is flexible. Additionally, it covers costs for non-statutory public notice discretionary advertising.
The budget supports:
1. Statutory Notice Advertising (Victoria News):
• Annual Report
• Annual Schedule of Meetings
• Adoption of Bylaws as prescribed in legislation
• Annual Financial Plan and Budget process
• Disposition of Land
• Appointment to Regional Water Supply Commission
2. Discretionary Advertising (Victoria News):
• Committee, Commission and Board member recruitment (5 cycles, 10 ads required in 2025)
• Victoria and Esquimalt Police Board Representative Recruitment
• Weekly Notice of Meetings (51 ads placed)
This advertising budget supports the Council priorities of Good Governance and Organizational Excellence and Engaged and Health Community. It aims to ensure access to information for residents who rely on non-digital communication channels (particularly older adults) and supports transparency and visibility of municipal processes.
Risks of eliminating or reducing these funds include lower public reach for key pieces of municipal information, decreased equity for access to information for non-digital users including those individuals with accessibility needs who are not well served online, and a perception of reduced transparency leading to undermined trust in public processes and important community decisions.
In 2025 approximately $6,000 was spent on advertising, and $7,000 in 2024. Annual costs are dependent on the activities of the municipality which can vary from year to year.
ENGINEERING AND PUBLIC WORKS - $4,000
The primary purpose is for seasonal community reminders, resident notifications, and community support initiatives.
This budget supports:
1. Seasonal Reminders:
• Catch basin clearing (Victoria News)
• Snow clearing (Victoria News)
2. Community Support:
• Annual food drive promotion (Victoria News & CFB Esquimalt Lookout)
• Township-wide postcard mailout
3. Resident Notification Letters:
• Letters mailed for bylaw, construction, and parking changes not covered by project budgets
• 2,696 letters mailed in 2025
§ Esquimalt Road parking and construction notices (1,074)
§ Dominion Road traffic calming changes (1,074)
§ West Bay parking changes (349)
§ Miscellaneous bylaw concerns (189 on issues about hedges, ponding water, boulevard alterations)
This advertising budget supports Council’s priority of an Engaged and Healthy Community, maintains critical neighbourhood-level communication, and supports the Esquimalt Neighbourhood House.
Risks of eliminating or reducing these funds include reduced community awareness of safety reminders, lower participation in the annual food drive, weaker communication with residents regarding changes affecting daily life, and increased risk of resident frustration due to lack or prior notice.
COMMUNICATIONS - $12,900
The primary purpose is to deliver strategic advertising supporting community identity, civic pride, and economic development in the Township. Some ads are annual and some vary year over year depending on budget, opportunity and organizational need.
This budget supports:
1. Broad-based, non-project advertisements including:
• Experience Esquimalt - Times Colonist quarterly feature that highlights Esquimalt events and community celebrations (print, online, and GO! Insert; total circulation is about 70,000 copies.)
• Remembrance Day, Truth and Reconciliation, Pride newspaper wraps
• Ads promoting Esquimalt businesses including “Shop Local” and the “Place to Be” business directory
• BC/Yukon Legion annual ad
• Other ads as opportunities arise and relate to corporate initiatives at the time, such as volunteer recognition, public arts, and more
2. Economic Development Messaging:
• Currently there are no separate resources for a dedicated economic development advertising budget; these costs are expensed through the Communications budget.
Publications used for these advertisements include Times Colonist, Go! Insert, Black Press (online and print), The Lookout, and legacy publications such as the Legion’s The Military Service Recognition Book.
This budget supports the Council Priorities of Diversified and Thriving Economy, Engaged and Healthy Community, and Strong Relationships and Partnerships. Expenditures from this budget enhance reach beyond social media with accessible, high retention print products that reinforce Township culture, diversity, and branding by reaching non-digital audiences and those outside of the municipal boundary (see Attachment 1). The ads serve as important touchpoints for tourism, business attraction, and local identity and pride.
Risks of reducing or eliminating this budget include diminished reach and underrepresentation of key civic messages, reduced ability to tell Esquimalt’s community and economic development story and further constrain promotional tools available beyond digital channels.
GENERAL CONSIDERATIONS:
Although newspaper readership has declined, local newspapers remain a centralized news source that residents check regularly. Eliminating newspaper advertising could entirely miss some audiences in the Township’s engagement and notification efforts. Community members expect transparency and accountability and removing traditional notification methods could trigger public concern, questions from interest holders, and complaints or formal petitions.
Currently Esquimalt undertakes minimal advertising, and Council could also consider the contrary position involving more robust marketing and engagement, expanding the existing offerings to include billboards, radio, TV, and digital advertising to broaden the reach and impact of the advertising dollars spent, particularly with respect to Communications.
All three budgets support core service delivery. While digital notice requirements have modernized, print remains essential for equitable access and would most significantly impact those residents who depend on traditional media.
OPTIONS:
Option 1: Maintain Current Budgets (RECOMMENDED)
This option maintains public engagement, statutory transparency, community identity, and equitable accessibility to municipal communications.
That Council direct staff to maintain the current advertising budgets of $9,000 for Corporate Services, $4,000 for Engineering and Public Works, and $12,900 for Communications.
Option 2: Moderate Reduction
This option could prioritize high-impact ads, reduce frequency of supplemental print notices, but risks lower visibility for engagement and community storytelling.
That Council direct staff to reduce the current advertising budgets [provide specific amounts for each department].
Option 3: Significant Reduction or Elimination
This option would mean that the Townships communication and engagement efforts would rely primarily in electronic notifications. Without sufficient budget, there would be no resources to boost the ads by targeting them to local area social media users potentially resulting in decreased reach of key messaging. This approach risks excluding non-digital users, reduces community awareness of local matters, and inhibits community and economic development messaging.
That Council direct staff to implement service reductions to advertising in Corporate Services, Engineering and Public Works, and Communications by eliminating them from the 2026 budget.
Across all options, Council can make decisions about each budget item individually. The decision for budget to be retained, reduced, or eliminated can be made separately for each department; Corporate Services, Engineering and Public Works, and Communications.
COUNCIL PRIORITY:
Diversified and Thriving Economy
Engaged and Healthy Community
Good Governance and Organizational Excellence
Strong Relationships and Partnerships
FINANCIAL IMPACT:
Corporate Services advertising budget is $9,000
Engineering and Public Works budget is $4,000
Communications (including Economic Development) advertising budget is $12,900
COMMUNICATIONS/ENGAGEMENT:
There are no planned communications or engagement activities associated with this request for decision. The budget book and 2026-2030 financial plan would be adjusted, if directed to make changes to the proposed budget amounts in the 2026 budget.
TIMELINES & NEXT STEPS:
If any budget reductions are directed by Council these will be included in the 2026-2030 Financial Plan for Council’s further consideration and deliberation on the 2026 budget.
REPORT REVIEWED BY:
1. Ian Irvine, Director of Finance, Reviewed
2. Joel Clary, Director of Engineering and Public Works, Reviewed
3. Tara Zajac, Manager of Communications, Reviewed
4. Terése Finegan, Manager of Economic Development, Reviewed
5. Dan Horan, Chief Administrative Officer, Concurrence
LIST OF ATTACHMENTS:
Attachment 1 - Sample Advertising Supported by Communications