city of arlington - tml conference
TRANSCRIPT
City of Arlington
JAY WARREN Marketing Communications Manager
Texas Municipal League Conference October 7, 2016
• Defining and identifiable brand became a City Council priority in 2012
• For the first time, the City and CVB aligned to develop an identity for Arlington
• The goal: establish a unifying brand to communicate with residents, businesses and visitors
City of Arlington, Texas 3
• Why? • Tell our story • Economic Development • Market to prospective businesses – locally, regionally
and globally • Support our entertainment and convention expansion
• Increase tourism • Define ourselves before someone else defined us
• Mindset, LLC., was engaged in August 2013 to develop the marketing framework for Arlington’s branding
• Collaborated with 100 stakeholders over 9 months
• Created ALIGN Committee of the top brands in the city
Guiding principles • Community • Diversity • Opportunity • Possibility • Education • Entertainment • Epicenter • Legacy
• A year of work culminated in the City Council adopting the new brand
• Arlington: The American Dream City
Arlington’s brand is built on 6 PILLARS
• Web articles • Brand chapters • Dream Builders • Weave into talking points, articles, social
media, videos, public presentations
• Launched simultaneously with the brand • Brand page with stories and videos • Dream wall
• Launched 5 months later • Branded logo and tagline • Programming that highlights brand • Ask Arlington • MyArlington TV News • Weekend Buzz
• Star of Texas Program • State of the City • Downtown Management Corporation • DREAM Sculpture • Marketing/Advertising
www.arlingtontx.gov/americandreamcity
• Questions? • Questions?
City of Arlington, Texas