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