HomeMy WebLinkAboutCDN 2017-11-27 Item 2A - Discussion - Tukwila Tourism and Economic Development BrandingCity of Tukwila
Allan Ekberg, Mayor
INFORMATIONAL MEMORANDUM
TO: Community Development and Neighborhoods
FROM: Brandon J. Miles, Business Relations Manager
CC: Mayor Ekberg
DATE: November 17, 2017
SUBJECT: Tukwila Tourism and Economic Development Branding
Motion Accepting Final Documents
ISSUE
Final briefing on the branding development efforts for the City's Tourism and Economic
Development activities.
BACKGROUND
In December of 2016 the City Council authorized the Mayor to enter an agreement with Total
Destination Marketing (TDM) for branding and marketing services. TDM was hired to help the
City develop a brand' to help the City:
1. Attract more customers to areas businesses, thus increasing revenue to these
businesses; and
2. Market the Southcenter area as a fun and exciting place, thus improving the perception
of the area and the City to people in the Puget Sound.
As the City and TDM worked on the project, it was determined that the work TDM was doing
was also applicable to overnight guests and for general economic development activities, such
as business recruitment.
The following outlines the major tasks completed to date under the agreement with TDM:
• Interviews: TDM completed 42 in person interviews with businesses, property owners, all
City Councilmembers, Seattle Southside Regional Tourism Authority (SSRTA), Westfield
Southcenter, and several residents to gain an understanding of the strengths and
challenges for visitors in the City.
• Focus Groups: TDM completed two focus groups. The focus groups included
businesses, residents, and SSRTA. The goal of the focus groups was to further
determine strengths and challenges for visitors in the City.
• Destination Assessment: TDM conducted a destination assessment, which included the
City being visited by a travel expert who spent time being a tourist in the City. The
Destination Assessment outlined the functional strengths and areas that needed
improvement of the visitor market in the City.
o Strengths of the City's visitor market included: ease of getting here; abundance
of family friendly entertainment, like the Acme Bowl and Starfire; Attractions,
such as the Museum of Flight; and the City's racial and ethnic diversity.
1 The brand does not replace the "Seattle Southside" brand used in partnership with the cities of Des Moines,
SeaTac, and Seattle Southside Regional Tourism Authority.
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INFORMATIONAL MEMO
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o Area of improvement included: better place making (street vibrancy, banners,
and public art); lack of a community based market; current state of Tukwila Pond;
and need for a dedicated pedestrian street.
• Tukwila Survey: Conducting a phone survey of a random of 174 Tukwila residents. The
phone survey was available in both English and Spanish.
• Puget Sound Survey: An online survey of 1,400 Puget Sound residents. The
geographical distribution of respondents went as far north at Everett and as far south as
Olympia.
• Community Survey: An online survey was developed for anyone interested in providing
feedback to the City on the visitor experience. A total of 233 people completed this
survey.
• Brand Advisory Committee (BAC): The BAC met four times and helped with the brand
development, including feedback on overall brand direction, recommendations of action
items, and development of the brand marks. The BAC included representatives from
businesses throughout the City, which are involved in some way with the visitor
experience.
• Stakeholder Check In: Throughout the branding process the City check in with key
stakeholders, including Westfield Southcenter.
Staff and TDM checked in with the City Council throughout the brand development process. The
following outlines the dates of Council meetings and decisions already made the City Council.
• January 21, 2017: Briefing to the City Council by TDM and City staff on the process to
be used for the brand development.
• April 17, 2017: Presentation to the City Council by TDM and City staff on the results of
the Destination Assessment, Puget Sound Survey, and Tukwila Survey. Copies of all
three documents were provided to the City Council. One of the major items discussed at
the meeting was the name that would be used for the destination. TDM and staff
recommended that the "Tukwila" name be used in lieu of the "Southcenter" name.
• May 8, 2017: Review and discussion by Community Development and Neighborhoods
(CDN) on various brand concepts suggested by TDM. A brand concept is the general
ideal or abstract meaning behind a brand. A brand concept is used to give consistency
to a brand identity. It can be described as the first thing the City wants to pop into a
potential visitor's head when they think of the City.
• May 22, 2017: Staff provided an overview of the various brand concepts. There was
consensus from the Council to move forward with the "accessible fun" brand concept.
• August 14, 2017: Briefing by staff to CDN on suggested process and criteria to be used
for review and approval of the brands visual marks.
• August 28, 2017: Presentation of three proposed word marks to be used by the brand to
the full City Council. The City Council supported concept 1, which was the handwritten
"Tukwila" name. However, Council requested that staff and TDM explore if the tittle "dot"
could be placed over the "I" in Tukwila.
2 W:12017 Info Memos\Branding.doc
INFORMATIONAL MEMO
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• October 2, 2017: The City Council adopted a motion selecting the brand mark, shown
below, for the brand.
�Ti�kwila Tukwila
DISCUSSION
TDM has completed its work and has provided the City with the following draft documents for
the City's review:
1. Brand Blueprint, which outlines the City's brand for tourism and economic development
activities. This Brand Blueprint defines Tukwila's brand and acts as a guidance system
to prioritize and influence every message, process, decision, communication, and
investment by the City and partners. It sets the directions for Tukwila to be presented
using one look, one voice and engaging common themes, images, and words2.
2. Brand Checklist, which is designed to be used in conjunction with the Tukwila Brand
Blueprint and Tukwila's Brand Style Guide. It provides advice, guidelines and
suggestions for the deployment and management of the brand. In addition to covering
the basics on deploying the brand, it provides a range of contingencies that the City may
consider in the future. It also provides valuable insights for future marketing plans. It is
important to note that this is not a "To Do" list, action plan or marketing plan.
3. Brand Style Guide, which outlines the visual identity for the brand, including various
ways to use the marks and general rules for how they should be used3.
Staff is requesting that the Council adopt a motion accepting these documents.
NEXT STEPS
Once the brand development process is complete, staff will develop a brand action plan for
deploying the brand. The action plan will be developed in conversations with the Lodging Tax
Advisory Committee, City Council, and other stakeholders. Based upon conversations with
TDM, staff would like to find some "low hanging fruit" to help with deploying the brand. Some
initial ideas include, but are not limited to:
1. Completing a wayfinding and city signage inventory, with recommendations on installing
new welcome signs to the City, including sign designs.
2. Development a City Visitor website. This would be a fun website to highlight activities
and businesses in the City.
3. Development of one signature regional event to highlight the City. An event the City can
be known for, such as Kent Cornucopia Days, Olympia's Lakefair, or Puyallup's Meeker
Festival. The event would highlight businesses in the City and promote the City's ethnic
diversity.
4. A map for visitors in the Southcenter area.
5. Supporting Parks and Recreation Public Arts Plan.
2 As has been noted throughout this branding process, this brand does not replace the City Seal nor would other
City Departments replace theft own logos or images.
3 The Style Guide includes various examples of the brand marks being used. These are for illustrative purposes
only.
W:12017 Info Memos\Branding.doc
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INFORMATIONAL MEMO
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6. Updating collateral for tourism and economic development use.
7. Supporting third party events and activities.
8. Ensuring that the City's lodging tax grant program is aligned with the adopted brand.
FINANCIAL IMPACT
None.
RECOMMENDATION
Forward to the December 11th Committee of the Whole meeting and Special meeting to follow
that same night. Staff is recommending that the Council adopt a motion in support of the
completed Brand Blueprint, Brand Checklist, and Brand style guide.
ATTACHMENTS
• Draft Brand Blueprint.
• Draft Brand Checklist.
• Draft Style Guide.
• Puget Sound Business Journal Ad.
W:12017 Info Memos\Branding.doc
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TUKWILA BRAND BLUEPRINT
Contents
1. Introduction................................................................... 2
2. Methodology 4
2. How to Use this Brand Blueprint ... 5
3. The Tukwila Brand......................................................................... 6
5. Tukwila Target Audiences ........................ 7
6. Tukwila Brand Platform ...................... 8
7. Communicating the Brand .............................................. 13
8. Brand Messaging Toolkit ......................................... 15
9. Tukwila's Brand Story Generators...................................................... 17
10. Tukwila Brand Stories.................................................................... 19
11. Brand Experiences........................................................................ 20
12. 20
Appendixl: Brand Advisory Committee .............................................. 24
Created by:
Total Destination Marketing
www.destinationbranding.com
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1.0 INTRODUCTION
The Tukwila brand captures the distinctive sense of place and personality of the city in a way that is
both integrated and consistent with how residents perceive the city, and yet enables it to be a
compelling destination for external audiences. The brand provides a unifying framework through
which the City of Tukwila, Seattle Southside and partners can present Tukwila in a consistent and
compelling voice as an attractive place to visit, live, work and grow business.
1.1 A New Era for Tukwila
Tukwila has entered a new era that is being
characterized by the increased expansion of
retail, restaurants and family entertainment,
as well as housing in the Southcenter District
of the City.This rebranding by the City of
Tukwila's Office of Economic Development
(OED) has resulted in the creation of this
brand blueprint which serves as a strategic
toolkit for telling Tukwila's distinctive story as
a visitor destination.
The brand sets the directions for using one
look, one voice and engaging common
themes, images and words when presenting
the city and its tourism precincts and
experiences. It optimizes the competitive
attributes and benefits most relevant to our
audiences.
1.2 What is a Destination Brand?
Branding is increasingly important to places of
all sizes. A place or destination brand makes
and fulfills a valued promise on behalf of the
location. It's a unique blend of the physical,
intangible and emotional benefits which
clearly differentiate the city.
The branding of Tukwila can be considered to
be the art and science of orchestrating the
distinctive messages and experiences that we
most want associated with the city.
The brand enables Tukwila to answer the
following important questions in order to
build a solid reputation as a great place to
visit:
• What do we want to be known for?
• What makes Tukwila a special place?
• What sets us apart from competitors?
• What thoughts and feelings do we want
to come to mind when people are
exposed to the name, "Tukwila WA"?
1.3 Why Have a Tukwila Brand?
The USA has approximately 20,00o cities,
3,40o counties, and 12,800 designated
National Historic Districts. That does not
include the regions, suburbs, and
neighborhoods that are also clamoring for
attention to claim their share of global
tourism, investment and talent.
Tukwila is competing for relevance, respect
and reputation against an abundance of other
cities in the Pacific Northwest. In this
overcrowded and competitive environment,
branding provides the most effective way to
stand apart from the other choices.
Adopting a branded approach provides a
united vision and direction for Tukwila to
increase market share, penetrate markets,
deliver outstanding visitor experiences and
boost visitor spending.
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1.4 Tourism in Tukwila
Tourism is a growing and important sector of
the Seattle and King County economy. Seattle
and King County attracted 82 million visitors in
2015 and they spent $6.8 billion, an increase of
5.8% over 2014. Overnight visitor volumes
increased 2.3 percent to 19.7 million while
total day visitors increased 3 percent to 18.3
million. When indirect and induced impacts of
this direct spending are calculated, tourism in
the region generated an estimated $9.7 billion
total economic impact.
Tourism is a complex economic activity where
success requires cross -agency cooperation
involving public, private, and nonprofit
organizations. It also requires consideration
of the interests of all customer groups
including visitors, governments, partners,
local businesses and residents.
A key objective of this brand strategy is to
secure a higher share of this income for
Tukwila in conjunction with key partners such
as Seattle Southside and Visit Seattle.
An important principle underpinning this
strategy is that what can be attractive to
visitors can also be appealing to residents, day
workers and investors. As Tukwila's cultural,
natural and recreational attractors are
improved for visitors they also improve the
quality of life for residents.
1.5 Objectives for Tukwila's Brand
Strategy
Among the brand strategy objectives:
• Increased preferences for Tukwila as a
place to visit, live, work or locate a
business.
• Increased awareness, respect, and
relevance for Tukwila.
A stronger connection with target
audiences and partners.
Clarify Tukwila's unique qualities,
advantages and capabilities.
Ensure signature themes are developed to
underpin the brand.
Unify partners in their communications
and experience delivery.
Improved effectiveness and efficiency in
all marketing programs.
■ To address gaps in the city's tourism
experience offerings.
1.6 Tukwila's Brand Story
Our brand story unfolded during the brand
planning process. This story embodies what
we want target audiences to believe about
Tukwila. It provides a narrative that
summarizes the message and benefits we
want associated with Tukwila.
Tukwila offers the greatest concentration of
affordable shopping, along with abundant
dining, family fun, sports, and opportunities for
experiential entertainment in the Northwest.
With representation from cultures from around
the world, Tukwila is the hub of multi-
culturalism in the Seattle area.
The brand essence is: Accessible fun
1.7 Brand Advisory Committee
A Brand Advisory Committee comprising a
cross-section of community and business
leaders was established to contribute to the
Tukwila brand strategy process and oversee
the development of the brand. We would like
to thank them for their participation and for
contributing their expertise during the
planning phases. The members of the Brand
Advisory Committee are listed in Appendixi.
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2.0 METHODOLOGY
The brand strategy was revealed following extensive research, analysis and consultation. A
comprehensive outreach strategy engaged residents, business and community leaders and external
customers through interviews, workshops, online and telephone research.
The discovery phase of the strategy development involved a variety of actions which included:
■ Tukwila community survey which was accessible online (233 responses).
■ Personal interviews with 42 local business and community leaders.
■ Two community workshops with residents, businesses and community leaders (zo participants).
■ External customer research was conducted in Seattle Metro, Tacoma and Olympia to assess
community perceptions and attitudes toward Tukwila, and attracted 1,484 responses
■ Perceptions research involving Tukwila residents (174 phone interviews)
■ Informal discussions with local businesspeople in contact with visitors.
■ A destination assessment and site inspections of Tukwila was conducted to experience the city
and surrounding area through the objective and unbiased eyes of a first time visitor.
■ A review of relevant past reports and plans relating to Tukwila from a tourism, economic
development, recreation and leisure perspective.
■ A review of web sites, web reviews and brochures relating to Tukwila businesses and key
competitors and partners to the City.
Tukwila Brand Blueprint 2017
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3.o HOW TO USE THIS BRAND BLUEPRINT
This Brand Blueprint defines Tukwila's brand and acts as a guidance system to prioritize and
influence every message, process, decision, communication, and investment by the City and
partners. It sets the directions for Tukwila to be presented using one look, one voice and engaging
common themes, images and words.
When deploying the brand, this Blueprint should be used in conjunction with the Style Guidelines and
the Brand Checklists.
The Brand Blueprint is presented in three sections. Each is designed to build upon and reinforce
previous sections as follows:
■ Section to is an introduction to the concept of destination branding and why it is important.
• Section 2.0 outlines the brand strategy and platform, describing Tukwila's Brand Platform and
the benefits, personality, attributes, and values that sustain its special sense of place.
■ Section 3.0 outlines how the brand should be conveyed to key audiences and how to express the
brand in written, verbal and experiential terms.
Tukwila Brand Blueprint 2017
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4.0 THE TUKWILA BRAND
Tukwila's destination brand is designed to provide the foundation and directions for the city's
tourism focus, incorporating both day visitors and extend stays. It positions Tukwila as an essential
component and partner within the Seattle Southside tourism region.
The brand provides an overall umbrella that embraces all neighborhoods, but is primarily focused
Southcenter, where most visitors experience Tukwila. It sets the directions for using one look, one
voice and engaging common themes, images and words when presenting the city and its tourism
precincts and experiences. It optimizes the competitive attributes and benefits most relevant to our
audiences.
Tukwila's Brand Story
The Tukwila brand is summarized as:
Tukwila is the Seattle Metro's most accessible, convenient and affordable fun destination for all
ages.
You'll find the Northwest's greatest concentration of affordable shopping, along with abundant
dining, family fun, sports, and opportunities for experiential entertainment.
With representation from cultures from around the world, Tukwila is a hub of multi-culturalism in
the Seattle area.
The brand essence is: Accessible fun
Destination Name:
The destination brand name is Tukwila, which encompasses and unifies all areas of the city.
This name will be used when referring to the city in all future tourism marketing communications.
The name was clarified following extensive community consultation and customer research in key
external markets. However, `Southcenter or `Tukwila — Southcenter' may be used when appropriate
in referring specifically to the shopping district.
When communicating beyond the Seattle Metro, the name `Tukwila', rather than Southcenter, will
be used because the identity of the city will have greater relevance in those markets.
Using `Tukwila' as the overall destination name recognizes the need to allow for future growth
across the city where new tourism development may be established outside of the Southcenter
shopping district.
For overnight visitor marketing the City partners with the cities of SeaTac and Des Moines under the
Seattle Southside brand. This is the primary brand for out of area tourist's marketing. In this case,
Tukwila is consider a sub -brand to the overall Seattle Southside brand.
Tukwila Brand Blueprint 2017 6
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Tukwila Brand Blueprint 2017 7
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5.o TUKWILA TARGET AUDIENCES
Tukwila's brand is designed to enhance the value and reputation of the city among a wide range of
audiences as a place to visit. The demographic and geographic characteristics of each target
audience will be refined each year in the annual marketing plan according to available budgets,
research, opportunities, events and coordination with Seattle Southside and other partners.
Domestic Leisure
■ Residents of Seattle Metro and Olympia*: Couples, Families, VFR; evening and day visits,
extended stays
Domestic visitors staying in Seattle Metro
Group tour planners, guides and participants
Travel media and bloggers
External tourism partners and opinion -leaders
International
■ International visitors staying in Seattle Metro and specifically in proximity to SeaTac
■ Receptive operators, wholesalers, guides and tour operators
■ International travel media and bloggers
Business Travel
■ Business travelers
■ Meetings and conventions: Organizers and planners
■ Meetings and conventions: Prospective delegates
Community
■ Tukwila residents, workers and their visiting friends and relatives
■ Businesses, government, education, media and non-profit organizations
■ Elected officials, opinion -leaders and community leaders
*Note: The Seattle metropolitan area includes Washington State's three most populous counties—King,
Snohomish, and Pierce—within the greater Puget Sound region. The United States Census Bureau officially
defines the metropolitan area as the Seattle—Tacoma—Bellevue, WA Metropolitan Statistical Area, with an
estimated population of 3,798,902, which is slightly more than half of Washington's population as of 2016.
Tukwila Brand Blueprint 2017 8
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6.o TUKWILA BRAND PLATFORM
The Tukwila Brand Platform is the foundation to focus and prioritize our communications, product
development, investment and partnership outreach. It's the beacon to guide much of what we do to
attain our vision for the city as a compelling and sustainable destination brand.
The Brand Platform comprises:
■ Signature Experience Themes: the experiential pillars that underpin the brand
• Emotional Benefits: reflect how we want customers to feel through their contact with Tukwila
■ Personality: influence the feel and tone of voice used in brand communications
Destination Promise: the beacon that will guide all that we do in regard to visitor marketing
Brand Essence: the basic building block, glue or DNA that holds the brand together
■ Reasons to Believe : the evidence that the Destination Promise and benefit claims are credible
Tukwila Brand Blueprint 2017
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6.1 Tukwila's Signature Experience Themes
Just as a hand-written signature is the distinctive mark of an individual, signature experiences are the
distinct encounters or interactions that convey the distinctiveness of Tukwila's destination brand.
Key Signature Experience Themes
These are the pillars that underpin Tukwila's appeal as a compelling destination brand.These are
formed by the combinations of features, activities and benefits that are most distinctive, offer the
strongest connections with target audiences and provide us with our competitive advantages. The
Key Experience Themes should receive greatest prominence in marketing communications, partner
outreach and product development investments. Some will be emphasized more than others
depending upon the target audience and the objectives that are being addressed at the time. These
themes also provide the framework for stimulating Tukwila's storytelling.
• Family Entertainment: Tukwila has Seattle Metro's most accessible, convenient and affordable fun
for all ages. Start your fun at the Family Fun Center, ACME Bowl, Starfire Sports, Round 1, cinemas,
iFLY, Museum of Flight or a local event.
• Shopping: Tukwila has the Northwest's largest concentration of affordable shopping opportunities.
You'll find dozens of acclaimed brand name stores that make Tukwila the best shopping experience
in the Northwest.
• Fun with Friends: Tukwila is the ideal place for fun with friends, day and night, whether shopping,
bowling or laughing at dinner or a brew pub.
Complementary Experience Themes
These are the experience themes that play a support role for Tukwila's Key Experience Themes and
may not always be a leading focus for communications and investment.
• Accessible: With close proximity to key markets, SeaTac and convenient freeway access (1-5 and 405),
Southcenter and Tukwila are easily accessed. This makes Tukwila an ideal hub for commerce,
workers, residents and leisure. The Southcenter Shopping District is a one-stop shopping destination.
The city also has Amtrak, bus and light rail connections.
• Multi -cultural: Tukwila is one of the most ethnically diverse cities in Washington. With
representation from cultures around the world it's easy to find authentic ethnic cuisine, colorful
events and crafts.
• Events: There's always something happening with community events and festivals, music at the Mall,
special exhibits at the Museum of Flight, or Fun Runs.
• Outdoor Recreation: Throughout Tukwila are excellent parks, greenways and trails, and the Tukwila
Pond that are ideal for hiking, running, playing soccer, golfing, cycling, tennis or just admiring view.
Tukwila Brand Blueprint 2017 10
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6.2 Emotional Benefits
The emotional benefits capture how we want visitors to feel through their encounters and
experiences with Tukwila. At least one of these emotional benefits should be embedded in each
message, image and experience.
These benefits should be delivered and reinforced in all appropriate communications, however it is
not intended that they be the only benefits presented. Instead, they should be constantly monitored
to ensure that they are the most powerful and appropriate reflections of how Tukwila is most
relevant to target audiences. We want visitors to Tukwila to feel a sense of:
■ Fun and Excitement: days packed with exciting encounters whether tasting new food, exhilaration
of "flying", laughing with friends, cheering at events, or the pleasures of discovering bargains.
■ Relaxation & Escape: a few hours or a few days here away from the stress of the everyday can give
you a new lease on life.
■ Camaraderie and Togetherness: time here spark closer personal connections that foster
togetherness and camaraderie among friends and family.
6.3 Brand Personality
These character traits shape the look and feel that will be used to express the Tukwila brand.The
brand `personality' describes the characteristics and traits of Tukwila as if it were a person. These
traits will influence the feel and tone of voice used in communications as well as the selection of
type, colors, images and visual elements which in combination elicit an emotional response.
■ Casual and Relaxed
■ Eclectic and Diverse
■ Engaging and Sharing
■ Fun and Exciting
■ Energetic & Colorful
■ Welcoming and Friendly
Tukwila Brand Blueprint 2017 11
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6.4 Tukwila Brand Promise
The most important element of the Tukwila brand is the Destination Promise. This is the compass or
beacon that will guide all that we do in regard to the marketing of Tukwila. It captures the Brand
Platform and encapsulates the way we want people to think and feel about Tukwila relative to other
Washington communities. This Promise will guide and inform every message, every process, every
organizational decision, every customer contact, and every communication to guide the fulfillment
of our vision. This is for internal use only.
For:
People seeking outstanding shopping, family entertainment or fun with friends in the Seattle Metro
Only:
Tukwila
Provides:
The retail - entertainment district with the most easily accessible, affordable and convenient
opportunities, which is
Where they can feel a sense of:
Excitement, fun, camaraderie, and relaxation
Brand Essence
Accessible fun
Tukwila Brand Blueprint 2017 12
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6.5 Reasons to Believe
The following is the compelling evidence that Tukwila's Destination Promise and benefit claims are
true, credible and deliverable:
■ There are nearly goo,0oo households, with 2.17 million people who live within 3o minutes of the
City
55% of Washington State's population lives within a one-hour drive of the City
■ Tukwila is one of the most diverse cities in the United States, with over 8o languages spoken in
the Tukwila School District
■ Consumers, within a 3o -minute drive of Tukwila, are estimated to spend $5.5 billion dining out in
2017
• Located only 5 minutes from the gth busiest airport in the United States, and the 28th busiest
airport in the world by passenger traffic
• Tukwila's location at the confluence of rivers, freeways and railroads has made it valuable as a
center of commerce
• The city has rail service from Amtrak Cascades, Sound Transit Sounder commuter rail, a Sound
Transit Link light rail
Home to the largest mall in the Pacific Northwest, Westfield Southcenter, with 1.7 million square
feet of space. In 2016, nearly 15 million people visited Westfield Southcenter
• Tukwila is home to the Pacific Northwest's largest Mall, Westfield Southcenter, which includes
well-known national retailers, such as Nordstrom, Macy's, Apple Store, Din Tai Fung, and
Cheesecake Factory
• Tukwila has the largest variety of furniture stores in the Pacific Northwest
• Tukwila is becoming a center for family entertainment with Family Fun Center, ACME Bowl,
Starfire Sports, Seattle Sounders FC, Round 1, Cinemas, Seattle Chocolate, iFLY, Museum of Flight
150,000 people visit Tukwila every day and approximately 200,000 people travel local freeways
each day
Located at the intersections of Interstate 5, Interstate 405 and State Route 518
$2 billion taxable retail sales occurred in the city in 2016
More taxable retail sales occur in Tukwila than in 29 of Washington State counties
Tukwila Brand Blueprint 2017 13
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7.o COMMUNICATING THE BRAND
Over time, when consistently applied, the brand language and visual brand identity will play pivotal
roles in building and maintaining a coherent and compelling identity for Tukwila. When used in
advertising, websites, presentations, signage and other applications, these elements will help link
the positive associations that make Tukwila an attractive place to visit, locate a business or live.
The Tukwila Brand Style Guide, a companion document to this Blueprint, is designed to enable the
City of Tukwila, Tukwila and its partners to maintain brand consistency in all applying the visual
identity to accurately and consistently deploy the brand.
7.1 Verbal Identity
Destination Name
The destination brand name is Tukwila, which encompasses all and unifies all areas of the city.
This name will be used when referring to the city in all future tourism marketing communications.
The name was clarified following extensive community consultation and customer research in key
external markets. Alternatively, `Southcenter' or `Tukwila — Southcenter' may be used when
appropriate in referring specifically to the shopping district.
When communicating beyond the Seattle Metro, the name `Tukwila', rather than Southcenter, will
be used because the identity of the city will have greater relevance in those markets.
In using `Tukwila' as the overall destination name recognizes the need to allow for future growth
across the city where new tourism development may be established outside of the Southcenter
shopping district.
Outside of the Puget Sound area, the Seattle Southside name is used in partnership with the cities of
SeaTac and Des Moines.
Destination Descriptor
Destination descriptors serve as versatile shorthand reminders of the important, positive values,
benefits and associations that we want linked to Tukwila as an easily accessible and fun place to visit.
These descriptors may be adapted to be used as a header, campaign theme or tagline, as needed.
The descriptors for each communication will be chosen according to the audience, content and
objective being addressed at the time. They are designed to provide simple, unambiguous
invitations. Tukwila's descriptors are:
Shop
Stay
■ Play
■ Eat or Dine
Tukwila Brand Blueprint 2017 14
■ Celebrate
It is anticipated that they will be engaged in sets of three, such as:
• Shop. Play. Stay.
• Eat. Play. Stay.
Whenever possible, the final word in the set should be `Stay' or `Play'. We do this because `Stay' can
infer an overnight stay or to simply stay an hour or two longer, and `Play' helps to extend out appeal
beyond shopping. These descriptors may be expanded as appropriate.
Key Words
The following are words that enhance Tukwila copy by injecting an invitational, descriptive or
experiential tone into communications. Recommended words include:
■ Accessible
• Achievement
• Action -packed
• Affordable
• Affordable brand
shopping
• All in one place
• Casual
• Celebrate
■ Challenge
• Cheer
• Convenient
• Delight
• Discover
• Easy
• Enjoyable
• Enriching
• Entertaining
• Escape
• Exciting
• Exhilarating
• Fast access
• Fun/funny
• Getaway
• Ideal base
Immerse yourself
Indulge
• Invigorating
• Joy
• Laugh together
• Memorable
• Nearby
• Pamper
• Pleasure / pleasurable
■ Plenty to choose from
• Pride / proud
• Recharge
■ Refreshing
■ Rejuvenate
• Relax
■ Revitalize
■ Rewarding
• Simplifies
• Smell, hear, feel, taste
■ Surrounded
■ Time -saving
• Treat
• Uncongested
• Upscale, discount shopping
• Wholesome
■ Within easy reach
7.2 Visual Identity
Central to the visual identity system are the brandmark, color pallet and typography. The Tukwila
logotype suggests simplicity, approachability and artistic expression. It can be used as a subtle stand
alone identifier or paired together with the pulsar for a stronger brand message.
The pulsar symbol represents a convergence of energies, a blend of cultures and the spark of
creative expression. It also loosely represents a circling of a destination on a map or converging
roads and paths. It can be used as an isolated graphic punctuation or partially cropped as a dramatic
graphic motif.
Tukwila Brand Blueprint 2017 15
19
The technical specifications for using the brandmark, color pallet, symbols and typography are
explained in detail in the Tukwila Brand Style Guide.
8.0 BRAND MESSAGING TOOLKIT
Over time, when consistently applied, Tukwila's brand language and messages will be pivotal in
building and maintaining an exciting identity for the city. This "toolkit" contains brand stories, key
words and messages to be used with strategic repetition for connecting with specific target
audiences. These are the building blocks for supporting the marketing content we produce for web
sites, advertising, social media, brochures and presentations.
When referring to "messaging", we are referring to the ideas we want target audiences to gain from
our communications. It does not necessarily refer to specific copy. Instead, these are the points or
messages that our copy (and images and videos) should convey.
Matching Brand Messages to Our Markets
These are the key message points that should be conveyed to our target audiences. Each target
audience will be fine-tuned annually according to available budgets, opportunities, and events.
Audience Key Messages to Convey to Each Audience
All Audiences • It's easy to get here by road, rail, air
• 10 minutes from SeaTac, 20 minutes from Downtown Seattle
• Greatest variety of value -oriented shopping in the Pacific NW
• Abundant quality lodging, restaurants, shopping and family
entertainment
• Less crowded, free parking, easy access and affordable options
The following messages are for specific audiences and are in addition
to the brand messages for "All Audiences"
Shopping Enthusiasts • Pacific Northwest largest shopping entertainment destination
• The fun of discovering affordable brand bargains
• Opportunities for free shipping of purchases
• The most furniture stores in the Pacific Northwest
• The type of 'one stop' shopping that is unique in Washington
• Our stores and restaurants are only 10 minutes from SeaTac
• Special coupons, discounts, gift cards, and coupon books
Families See also: All Audiences, Shopping
Mainly reside in Seattle — • Year-round fun
Olympia corridor • Join in the excitement at our exclusive family entertainment
venues including Starfire Sports, iFLY, Family Fun Center and the
Museum of Flight
• Less crowded, free parking, easy access
Tukwila Brand Blueprint 2017 16
21
• Take in a movie or go bowling
Millennials
See Also: All Audiences, Shopping Enthusiasts
• Abundant, affordable restaurants, bars and gathering places
• Find great brew pubs
• Enjoy fun events and festivals
• Exhilarating and fun entertainment such as iFly, Starfire Sports,
cinemas, and ACME Bowl
• Hike or walk city trails and parks
• Treat your taste buds to cuisine from around the world
International
See Also: All Audiences, Shopping Enthusiasts
• Close proximity to SeaTac which has direct flights to over zo
international cities and is major hub for flights to Asia, Europe
• Seattle and Tukwila are ideal cities to end your US vacation
• The best brand discount shopping in Pacific NW
Conference Organizers
and Delegates
See Also: All Audiences, Shopping
• Central location is advantageous to state associations
• Easily accessible and affordable venues
• Close proximity to SeaTac, freeways and Seattle
• Professional, complimentary services to assist planners
• Creative venues for social events
• Your convention will be the "biggest show in town"
Tukwila Residents
• Tourism is important to the economic, social and environmental
wellbeing of Tukwila
• The brand will change the way the world looks at Tukwila from a
tourism perspective resulting in more jobs and opportunities
• The new brand sets a positive direction for Tukwila to distinguish
us as a leading Pacific Northwest destination for family fun
• Discover and share the variety of fun activities that Tukwila has to
offer with your family and friends
• Use City of Tukwila visitor website as your information sources
for what to see and do in leisure time
Tukwila Brand Blueprint 2017 17
21
9.o TUKWILA BRAND STORY GENERATORS
Brand stories make it easier for our customers to understand and connect with our Signature
Experiences Themes. The following suggestions are provided because they can stimulate fresh,
interesting perspectives, reveal hidden gems and make Tukwila more interesting and appealing.
Adopting this storytelling approach is important because:
■ It brings the brand to life in unexpected ways that connect with key audiences.
■ Target audiences are encouraged to move from interest to action (and purchase).
■ It makes the nature of Tukwila more manageable and easier to understand.
■ It provides the components to build an authentic overall brand story that is memorable.
■ It can add to the understanding of what makes Tukwila special.
The following are provided to assist in generating an ongoing flow of story and experience ideas for
marketing communications and to maintain a content calendar.
Shopping
• How can visitors meet experts or attend classes to learn about fashion, food or interior design?
■ Are there coupons, discounts and incentives that shoppers can tap into?
• How can international shoppers get their purchases home?
■ Where are the most interesting boutique food producers?
• Are there brand stores found nowhere else in the Pacific Northwest?
Outdoor Recreation
■ What are the best ways to explore the neighborhoods on foot or bicycle?
■ Where are the best trails without traffic for running and walking?
■ What are the recreation opportunities in local parks?
• How can visitors assemble a great picnic lunch and find relaxing picnic spots?
Family Fun
■ Are there child -minding facilities so that parents can have a night out, minus kids?
■ How can kids have fun on a cold or rainy day?
■ Where is the best adventure and thrilling rides?
Local Vibe
Where are the best brew pubs and popular places for Millennials to meet?
Which are the most vibrant and interesting neighborhoods and areas?
■ What are the most interesting ethnic restaurants?
• Where are the best restaurants and chefs?
Tukwila Brand Blueprint 2017 18
22
Multi -Cultural Tukwila
■ Which are the most colorful and authentic ethnic events and festivals? Do these need to be
developed?
■ Where are the best places to find exotic ingredients for making ethnic food?
■ What are the most interesting ethnic restaurants?
Events & Festivals
■ Which festivals and events are the best fun for families? Couples? Millennials? Do these need to be
developed?
• Where can visitors join in street fairs and festivals? If these do not exist, should they be developed?
■ Where are the best outdoor concerts in summer?
• Are there events that are centered on the natural environment and outdoor recreation?
Tukwila Brand Blueprint 2017 19
23
10.0 TUKWILA'S BRAND STORIES
Our Brand Story is what we want target audiences to believe about Tukwila. These stories are not
necessarily copy for communication, but they paint the picture that we want visitors to gain through
our communications, touchpoints and experiences. They feature what we want audiences to believe
about Tukwila and highlight the benefits that our visitors receive when they engage with Tukwila.
Overall
Tukwila is the Seattle Metro's most accessible, convenient and affordable fun destination for all ages.
Gather with family and friends to soar through the air, cheer professional athletes at practice or play
with a league, hike a trail or enjoy a meal at your choice of dining venues or brew pubs.
You'll find the Northwest's greatest concentration of affordable shopping, along with abundant dining,
family fun, sports, and opportunities for experiential entertainment.
With representation from cultures from around the world, Tukwila is a hub of multi-culturalism in the
Seattle area.
Multi -Cultural
Tukwila is one of Washington's most ethnically diverse city. With residents from cultures around the
world, Tukwila is the hub of multi-culturalism in the Seattle area. Savor the tastes of authentic ethnic
cuisines, celebrate at a colorful festival, admire fascinating art, listen to the music or simply share a
smile.
Family Fun
Tukwila is the center of family -friendly activities in the Seattle Metro. You'll discover we have a wide
variety of family-oriented shopping and active sports venues, outdoor recreation and exciting
entertainment. Its convenient access within the Seattle Metro and to transportation hubs means
that it's the home of affordable, nearby fun for kids of all ages.
Shopping Enthusiasts
Southcenter has the largest concentration of value -oriented shopping and dining in the Seattle
Metro. The vast Southcenter Shopping District has well over 55o brand name stores and presents
great diversity and choice in retail venues. It is relatively compact and offers the type of 'one stop'
shopping that is unique in WA.
Event Enthusiasts
Our calendar is packed with community events, exhibits and festivals. There are concerts, ethnic
celebrations, sporting events, street fairs, special museum exhibits, headline sporting events, and
live music.
Millennials
Tukwila Brand Blueprint 2017 20
24
Day and night, every season of the year, you'll find trendy stores, hip bars, brew pubs, great music,
cool restaurants and fun events, all side-by-side and within minutes of Seattle.
Tukwila Brand Blueprint 2017 21
25
11.0 BRAND EXPERIENCES
Consistently delivering memorable brand experiences will require a 360° focus involving many
partners. The programs for activating these experiences and bringing our signature brand
experiences to life are outlined in the Brand Management Checklists. They address:
■ Attractions and activities
■ Outdoor recreation
■ Cultural attractions
■ Placemaking and wayfinding
■ Lodging, restaurants and hospitality
12. BRAND MANAGEMENT
Tukwila's brand management and deployment is aided by the companion publication, the Tukwila
Brand Management Checklists. This publication is designed to be used in conjunction with the Tukwila
Brand Blueprint and Style Guide. It provides advice, guidelines and suggestions for the deployment
and management of the city's destination brand.
Tukwila Brand Blueprint 2017 22
26
APPENDIX 1: BRAND ADVISORY COMMITTEE
A Brand Advisory Committee was established by the City to oversee the creation of the brand
strategy. We would like to thank the following individuals for their participation and for their
expertise in during planning phases.
The members of the Advisory Committee during the planning process were:
Todd Pietzsch BECU
Laurel Humphrey City of Tukwila
Brandon Miles City of Tukwila
Owen Leinbach Courtyard by Marriott
Ashley Messmer Museum of Flight
Dan Lee Odin Brewery
Alesha Shemwell Rouse Properties
Mikel Hanson Sabey, Inc.
Stacy Slade Seattle Sounders FC
Andrea Reay Seattle Southside Chamber of Commerce
Ben Oliver Starfire Sports
Vanessa Zaputil Tukwila Resident and Commissioner, Tukwila Metropolitan Pool District
Omar Lee Washington Place
David Krueger Wig Properties
Tukwila Brand Blueprint 2017 23
2(
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TUKWILA BRAND CHECKLISTS
1. Introduction 2
2. Brand Activation ......... ........................... 3
3. Brand Management Checklists ................................ ...........• 4
1. Brand Deployment 4
2. Brand Leadership.................................................................... 5
3. Marketing Communications....................................................... 6
4. Brand Experiences ................. .... ............... .... 19
5. Brand Adoption and Outreach ............ ................ 22
6. Brand Organization .................................... ......... 24
7. Measuring Success ... .......................................... 25
Appendix 1: Brand Launch ...... .. 28
Created by:
Total Destination Marketing
www.destinationbranding.com
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to INTRODUCTION
The Tukwila Brand Checklist is designed to be used in conjunction with the Tukwila Brand Blueprint
and Tukwila's Brand Style Guide.
It provides advice, guidelines and suggestions for the deployment and management of the brand. In
addition to covering the basics on deploying the brand, it provides a range of contingencies that the
City may consider in the future. It also provides valuable insights for future marketing plans. It is
important to note that this is not a "To Do" list, action plan or marketing plan.
30
2.0 BRAND ACTIVATION
Tukwila should be presented using the
elements of the brand toolkit as a prizm or
lens to influence the distinctive manner in
which the brand will be communicated and
delivered.
The Destination Promise and Brand Platform
provide the foundations for all future
programs and should have an influence on
every marketing, organizational, and
development decision by the City.
Every person deploying the brand must always
ask the question, "Have I correctly and
creatively reinforced the brand in this decision
or activity?" This applies to every use of the
brand, whether selecting a photographic
image, choosing the color of carpet for a trade
show booth, or proofing copy for a publication
or website.
Mobi4e'
Apps
Urban
Design
Visitor
Services
Social
Media
Information
Advertising
WebSites/'
Internet
Publications
Brand
rExperience""
Destination
Promise,
Public
Relations
Database
Marketing
Eve
Promotion
Partnershipse;
Trade
Shows
The following checklist provides the filters and checklists to assist in embedding the brand. Are we
using the
Right target audience?
• Right positioning?
■ Right experiences and content?
• Right lead products?
• Right words and phases?
■ Right tone and personality?
• Right style, typeface?
■ Right colors?
• Right images, audio and videos?
• Right emotional benefits through copy, images, videos and audio?
■ Right partners?
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r
3. BRAND MANAGEMENT CHECKLISTS
Some places make the mistake of believing that their brand will be operating at i00% capacity from
Day One. The following are the leading actions for the City of Tukwila OED and other partners, as
appropriate, to consider when deploying the new brand. Some are one-off initiatives, while others
should be integrated into ongoing programs, budgets and operating plans. The checklists provide a
comprehensive range of brand actions that may be taken in regard to stakeholder, consumer and
business audiences. They are provided as options to consider and not as a "to do list" or action plan.
3.1 Brand Deployment
Timing: Usually within the first go days
The timing and strength with which the brand is deployed and adopted will depend upon your
budget cycle, level of funding, skills and experience of staff and vendors, organizational support and
autonomy, level of community cooperation, politics and the timing of the introduction of new
marketing communications elements such as websites and brochures.
O Brand Leadership Committee. For at least
the first year after the brand is introduced,
a Brand Leadership Committee comprising
staff and leading partners should be
considered. This group should raise
community -wide awareness of brand
related issues, build solutions where
appropriate, and when necessary apply
peer pressure for correct use and support
for the brand.
O Establish a Brand Action Plan. In
conjunction with the Brand Leadership
Committee use this checklist to develop a
two-year plan for launching and
introducing the brand. This will prove
worthwhile in ensuring that
implementation is attuned to the OED
operational realities. Establish quarterly
goals to monitor progress.
• Legal Protection: Ensure copyright and
trademark protection for all relevant
names, phrases, logos, symbols and words
used to identify the Tukwila brandmark.
Trademark copyright can be activated
through an attorney or through the U.S.
Patent and Trademark Office
www.uspto.gov/trademark .
O Use Agreement. Consider if you need to
produce a "Brandmark Use Agreement"
for all approved partners and stakeholders
wishing to use the Tukwila Brandmark.
This does not include use by organizations
wanting access to the design for
merchandising purposes e.g. to generate
income from the sales of merchandise and
souvenirs.
O City Staff Brand Adoption: Ensure that
City staff members are familiar with the
brand and understand how it can be
embedded in all strategies and programs,
particularly appropriate to their duties.
O Leadership Outreach: Establish a schedule
to commence engagement with key
leaders and partners to seek their
understanding, support and use of the
brand as appropriate.
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3.2 Brand Leadership
Timing: Ongoing
Successful place brands are led from the top and owned at the grassroots by stakeholders, residents
and customers. This brand leadership provides the strategic direction, focus and prioritization for
long-term results and partnerships. It should also foster and facilitate the competitive advantage
that will distinguish Tukwila as an attractive place to visit, work, live and invest.
o Change Management: Collaboration,
networking, and integration are the
signatures of a healthy brand. This
certainly takes more than the efforts of
the City OED office alone. It may involve
the people responsible for urban planning,
parking, parks, wayfinding systems,
transportation and business signage.
Some of them may have no idea of their
daily impact on the city's identity and
tourism experiences. A genuine mandate
for success may require a change of
approach within, and between, many
organizations and individuals. It calls for a
collaborative approach and may involve
addressing unhelpful barriers, attitudes,
and processes.
Strategic and Operational Mindset:
Focusing available resources behind the
Destination Promise and building the
brand successfully in some cases may
require a shift in focus. This may involve
renewed concentration on markets, buyer
behavior, distribution systems,
communications and partnerships than
those that may have been traditionally
nurtured by the City. To support this, the
organization as much as possible, consider
new systems, policies, resources, budgets,
operations and logistics to lead and
manage the brand strategy.
• Strategic Planning. Integrate the brand
strategy into the OED's planning
processes, as appropriate. The brand
should not be considered as an "add-on".
Instead, it should be the central compass
that guides the City's actions of every
individual and organizational program
with regards to visitor attraction and
marketing.
O Lodging Tax Grant Program: Review the
current City grant program to align with
investment in communications and
experiences that will most support the
brand.
O Experience Partnerships: In order to
develop an expanded range of new
events, infrastructure and experiences
and to establish them in marketing
channels, Tukwila should consider the
introduction of Product Experience
Partnerships to enable the city to excel in
delivering signature experiences. It is
envisioned that these partnerships will
provide a mechanism for tourism,
nonprofit, association, government and
business organizations to collaborate
closely to attain their shared vision.
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3.3 Marketing Communications
The following checklists and information are to assist in the creation of marketing plans and
influence the deployment of the brand in communications.
Timing: Commence within the first 3o days, then ongoing.
o Marketing Plan. The brand strategy
provides the guiding principles to create
the OED's annual marketing plan and the
ways to focus resources for markets,
content and channels that will generate
the most effective return and build brand
equity. This plan should include a
comprehensive online marketing plan that
integrates all digital marketing programs
with defined goals and objectives. This
should include a content marketing plan.
• Our Brand at a Glance. To ensure accurate
and consistent use of the brand elements,
a concise Our Brand at a Glance publication
should always be available, rather than the
full Brand Blueprint, for distribution to
partners. This "At a Glance" guide should
outline the rationale for the brand, how to
use the logo, exact colors, key words, and
other critical brand elements. This is
additional to the Brand Style Guide.
• Marketing Integration. Make sure that all
staff and vendors involved in producing
Tukwila's marketing and communications
programs are engaged at least once a
quarter in formal meetings to review
implementation and brand alignment. In
between meetings, and as needed,
encourage the ad and social agencies, the
PR firm, and other marketing suppliers to
speak with each other directly to ensure
optimal brand alignment and synergy.
O Marketing Supplier RFPs. The OED should
initiate an RFQ/RFP process every two
years to source and assess the caliber of
services and agencies that the
organization engages. This should apply,
as appropriate, to advertising, web design,
graphic design, social media and search
engine optimization.
o Content Marketing. Tukwila's marketing is
only as strong as the content it deploys.
Content marketing focuses on matching
content (information or entertainment) to
customer needs relevant to the stage they
are in their decision-making. In today's
digital age, content can be presented in
many forms (blogs, video, podcasts,
webinars, brochures, etc.) and is
distributed through a variety of new
channels, including social media, SEO,
sponsored content, and more. The
content must be fresh, new, interesting,
and add value to the cloud of information
that already floats over the Internet.
Here are the items Tukwila should
consider for content marketing:
1. Create outstanding, engaging and
shareable content
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2. Make your content visible on the first
page in Google using SEO
3. Research content that audiences
need and will share
Use content to convert a lead into sale
4.
5. Be creative to find the content that
resonates best with the audience
6. Engage the best quality creative and
formats
7. Plan content in advance by using an an
editorial and social media calendar
8. Plan integrated content distribution
across paid, owned and earned media
9. Work with influencers and partners
10. Evaluate content ROI using analytics
11. Optimize content to be seen by your
ideal customers on platforms that are
relevant to them
12. Share content at ideal times and days
of week/dates where customers are
interacting
13. Generate content that can be used
and reused in a variety of ways across
all platforms
o Message Audit. In conjunction with the
Brand Leadership Committee conduct a
comprehensive content review of relevant
City and partner marketing materials,
collateral, stationery, signage, and
displays. Do these they look like they
represent the same destination? Do they
reflect the brand messages and the visual
and verbal identity guidelines?
El Create Brand Personas: Target market
personas are important and visual tools
for embedding content that will attract,
engage and convert customers. They set
the tone, style and delivery strategies for
our content and point to content
opportunities on specific topics. Create
and use personas to facilitate
communications that will be more attuned
to target audience needs, interests, wants,
and 'pain points'.
O Brand Images. Conduct an audit of OED's
current image library to ensure that it
contains the images to best project the
new brand. Constantly invest in high
quality images that accurately and
emotively depict leading experiences. The
people in the images must be active,
credible and fun loving and be captured in
natural, engaging and credible ways.
O High Quality Videos. Video has never been
more important to tourism marketing.
Advances in technology and video
production are making videos more
accessible and affordable for DMOs of all
sizes and budgets. Introduce engaging,
HD quality brand -related videos for online
marketing through the website,
Instagram, Facebook, Twitter and on the
Tukwila YouTube channel. Residents and
visitors to Tukwila should be encouraged
to upload their videos.
O Tukwila Maps. Ensure that maps
appropriate for digital and hard copy
distribution truly reflect the brand
experiences and meet navigation
standards for international visitors.
Integrate Google Maps into the City's
website and online communications
where appropriate. Ensure the accuracy
and completeness of Google Maps.
Cl WIIFM? To check that brand
communications are experiential and
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convey strong benefits, imagine that the
customer is looking over your shoulder as
you prepare the materials. When you
finish the copy or select an image, imagine
the customer asking you, "What's in it for
me?" Use this technique to maintain a
customer -centered experiential approach.
Communicate Experiences. A foremost
consideration is that copy be enticing and
motivational in conveying emotional
benefits, yet be realistic and factual.
Wherever possible it should describe
experiences with action -oriented and
evocative language. Importantly, copy
must make the reader feel as though they
are already enjoying the sights, sounds,
smells, and feelings that the city has to
offer. Copy should always be written in a
friendly, relaxed, informative, and
unpretentious manner to match our brand
personality. Above all, it must be factual
and open, and not contain hype.
Sell the Experiences. Engaging and highly
evocative images of the city's lead
experiences and the benefits that provide
a "wish you were here" feeling should be
prominently featured on the home page,
publications and advertising. These
outstanding images and their motivational
copy should lead the themes that provide
links to more detailed information.
Owned Media
Owned media is the term used for content
and channels that the City has control over
such as the destination website, brochures,
blogs, email marketing as well as Facebook,
Twitter, YouTube and Instagram. Owned
media typically targets existing or prospective
customers. The lines can sometimes be
blurred between earned and owned media.
O Tukwila Visitor Website. The City Visitor
website should be the central hub for
inspiring people to visit Tukwila and for
providing the information and
connections to enable them to convert
their interest into actual travel. It should
be the focal point for consumers, media,
meeting planners, partners and travel
trade to easily access information,
respond to marketing offers and make
travel enquiries. However, in order to fully
achieve this, the website, like other
marketing applications must adhere to the
standards outlined in the Brand Style
Guidelines.
— The tourism website should be a mobile -
ready (responsive design), highly
interactive and provide links to other
businesses and organizations.
The site should be integrated with social
media programs and Tukwila's YouTube
channel.
— The design and content conform to the
visual and verbal identity guidelines.
— Key experiences provide the central
organizing principle for content and
images.
— Provide clear navigation paths.
— Include geo search maps to assist in
identifying locations.
— Create an online media center that is not
password protected and contains
general information, press releases, fact
sheets, feature story ideas, images and
video clips.
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Advertising
Public Relations
Search Engines Social
& Linking Media
4k Web
Research11111°-
" Sib
Information
Brochures/
e Commerce
Database
Marketing
Mobile Apps
Provide easy to use booking engines and
processes with secure payment
technology for lodging, event and
entertainment ticketing.
Design specific pages for different
target markets
Source and Integrate already -prepared
content from tourism and travel
partners, influencers and media.
Regularly update content, especially on
the home page.
Consider adding a blog to the site
— Provide an event calendar
Website and Social Media Analytics.
Conduct monthly analysis of the website
and social media performance to set goals
and objectives for marketing
accountability. Consider providing key
partners with a monthly report to allow
them to optimize their online marketing in
association with OED.
o Mobile: Ensure that websites are
responsively design to optimize
smartphone access to Tukwila
information. An Expedia/Egencia Mobile
Index research study has shown that 94%
of leisure travelers travel with
a smartphone, with 97% of business
travelers bringing at least one device on
every trip. Presenting destination
information in a format for mobile devices
is essential because they use their phones
to provide the 24/7 ability to source
information (web), navigate (GPS), be
entertained and learn (video),
communicate (text), compare (Yelp),
meet (Foursquare), brag (Facebook and
Instagram) and review (TripAdvisor) while
traveling around the city.
❑ Social Media: Social media comprises the
online channels designed to create, share,
or exchange information, advice, images
and videos in digital communities and
networks. The City should monitor and
actively participate in the social
networking sites relevant to Tukwila
target personas and provide opportunities
to share brand content. Build audiences by
following tourism organizations, media
and influencers, and actively share quality
user -generated photos, videos and other
content. Consider paying for promoted
posts and advertising to rise above social
media clutter. While new social media
channels are constantly being introduced,
it's advisable for Tukwila to concentrate
on the largest and those proven most
effective. Once these are mastered,
consider expanding into other channels.
The City should focus on Facebook,
Instagram, YouTube, and Twitter.
Brochures: Brochures, maps and flyers
continue to play an important role in the
decision-making of visitors who have
already left home. Visitors commonly
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research travel and tour options online
before and during a visit. Despite threats
from digital platforms, printed materials
still have an important role in decision-
making. Researchers have found that
women are more likely than men to be
positively influenced by this form of
destination content. The following are
some of the suggestions to consider for
optimizing the brand through brochures:
- Ensure that brand copy, images and
designs are of the highest quality and
reflect the brand.
— The destination name must always be
at the top of the front cover to ensure
that it is clearly visible in a brochure
rack.
- Key experiences should be the central
organizing principle for content and
images, not lists of businesses.
- Include well-designed maps that are
easy to read for the visitor to
accurately plan a visit and navigate.
Provide descriptions of the city and
experience themes, not just listings
e.g. attractions, shopping, dining.
- Clearly project the brand's emotional
benefits through images, copy, colors
and choice of experiences.
— Ensure that in a few seconds the cover
clearly conveys Tukwila's distinctive
invitation and clearly demonstrates
"What's in it for me" from the visitor's
perspective.
- Pre-test draft designs of the brochure
with prospective users.
• Exhibiting Success. Exhibiting at events
can present excellent opportunities to
express the Tukwila brand. Success
requires total consistency, quality, clarity,
and focus in every aspect of our
customer's decision processes before,
during and after the event. Prepare the
key brand messages relevant to the
specific audiences attending each event
and ensure that Tukwila representatives
are well practiced and familiar with the
brand.
Paid Media
'Paid media' is the advertising or exposure a
business or DMO pays for. This includes paid
social media (like Facebook ads and promoted
tweets), pay -per -click, and advertising.
• SEO: Ensure that all aspects of the website
are operating at optimal levels for search
engine optimization. By focusing on
specific brand priorities, keywords and
phrases relevant to priority audiences,
Tukwila can achieve high rankings in
Organic Search results. As the budget
allows, this should be supported by
targeted "Pay per Click" or SEM (search
engine marketing) advertising.
• Register Domain Names: Determine the
ideal URLs and domain names for
conveying and protecting the Tukwila
brand identity.
o Advertising: The role of advertising has
changed considerably over the past
decade. Traditional advertising involving
broadcast, print and environmental media
can still play an important, but
diminishing, role in building brand
awareness. Advertising should, wherever
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possible, observe the following branding
rules of thumb:
— The advertising is true to the
Destination Promise.
— The advertising is consistent with the
brand personality and tone of voice.
— The advertisement speaks to an
important target audience need.
— The ad features a strong "reason to
believe".
— There is one clear message.
— Don't try to tell the whole story - leave
that up to the web site, brochure or the
rest of the campaign. Keep copy
concise.
— There is clear differentiation from
competitors.
— There is a consistent, "ownable" look
and feel that's true to Tukwila's brand
guidelines across all advertising.
— It features at least one tangible benefit
as well as an emotional benefit in the
copy and images that are based on at
least one of the Signature Experiences.
— The message is credible and believable.
— It is capable of being easily recalled.
— The headline and opening copy draw
readers or viewers in.
— Similar key words appear in Tukwila
brochures, web sites, and publicity.
— The reader can easily recognize the
next step they need to take.
— The advertising campaign should be
built around a small number of "hero"
images. Use secondary images to
support the "hero" shots to add depth
and emotional appeal, when needed.
— Use a limited number of creative
executions to build reach and
frequency.
Earned Media
`Earned media' is any publicity you haven't
paid for that's owned and created by a third
party. Generating earned media should be a
priority for the City. Earned media is the kind
of communication a customer may tweet
about "the best beef nigala EVER!" that gets
several retweets and favorites. However,
earned media isn't publicity you pay for or
own. When media not owned by OED
mentions Tukwila on Twitter, Facebook or any
other social media channel this is earned
media. Other types of earned media may
include consumers' social media posts,
tweets, reviews, videos, photos, and
discussions, and blogs and articles in media
publications
O Public Relations. Public relations should
play a prominent role in Tukwila's
marketing and community
communications. Traditional PR has
transitioned to an online -based
marketplace. Investigate tapping the
power of leading travel bloggers and print
journalists. Provide assistance to Seattle
Southside by providing media releases,
story ideas related to the Tukwila brand
and hosting priority media to publicize key
brand experiences and events.
— Coordinate a quarterly meeting of
relevant public relations and
marketing communications
professionals who benefit directly
from a positive image for Tukwila.
— Develop an inventory of Tukwila story
ideas and content to generate media
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visits and press releases to support
the brand.
O Media Center: Create an online media
center that is not password protected.
— Develop a media kit comprising press
releases, fact sheets addressing
relevant subjects, JPG images and
destination Q&A.
— Prepare a media communications
calendar in consultation with key
partners to focus on specific, timely
subjects throughout the year.
O Public Affairs. Implement an ongoing
strategy to inform Tukwila leaders and
residents, and businesses of the success of
the brand and the benefits from tourism
that the City is achieving.
o Crisis Management. Maintain a crisis
management plan for a wide range of
contingencies that may negatively impact
Tukwila. OED and key tourism partners
should be integrated into the crisis
management plans of the City, county,
and other organizations, as appropriate.
Key executives and brand spokespersons
should participate in media training.
o Social Media Spokespersons. Assemble a
group of locals who are capable of
monitoring social media and being
authoritative experts on a range of
subjects that support Tukwila's brand.
They should be empowered to post,
comment and respond to relevant online
conversations.
o Third Party Exposure. When represented
in brochures, websites and advertising of
third party organizations (for example
Seattle Southside), assurance should be
received that Tukwila will be presented
according to the brand guidelines
appropriate to the particular target
market being addressed. With Tukwila
input, third party communications should
clearly convey the strengths, competitive
advantages and key experiences of the
city and not be left solely to their
discretion. The same applies to blogs and
publications by other publishers. Review
both the commercial and non-commercial
guide books and websites produced by
third parties that include Tukwila and
Washington (e.g. Fodor's Guides, AAA
publications, TripAdvisor etc.) Also
consider the use of Google Places,
Facebook Places, Yelp and FourSquare.
o Trip Advisor: TripAdvisor® is the world's
largest travel site, enabling travelers to
plan and book their travels. TripAdvisor
offers advice from millions of travelers
and a wide variety of travel choices and
planning features with seamless links to
booking tools that check hundreds of
websites. TripAdvisor branded sites make
up the largest travel community in the
world, reaching 34o million unique
monthly visitors and 35o million reviews
and opinions. Places like Tukwila can
leverage TripAdvisor to better
inform visitors and extend their stay, and
travel more extensively within the region.
Following are ways that TripAdvisor can
improve the Tukwila brand experiences.
1. Feature Visitor Information outlets
2. List publically managed experiences
such as events
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3. List Tukwila's public attractions i.e.
such as a key streets, trails, riverfront
and parks.
4. Encourage positive reviews from
visitors
TripAdvisor provides consumers with a ready
collection of positive reviews and
testimonials, which can act as one of the most
valuable marketing assets to a business
owner. Likewise, negative reviews can result
in severe damage to a brand, which makes it
important for businesses to understand how
to handle negative reviews.
Properly handling online reviews (both the
good and the bad) allows a business to have
some control over its online reputation.
O Tukwila Hashtags: A series of priority
hashtags should be introduced for social
media to provide a way of grouping
messages, having conversations and
allowing people to search for a particular
topic of interest in regard to Tukwila.
• Digital Influencers: Target individuals on
social media who are trusted sources and
have the capacity to influence the choices
of their followers and communities. The
messages and values of these influencers
should align with the Tukwila brand. They
should have the ability to produce and
distribute content that can reach and
inspire specific niches e.g. shopping,
family fun, etc.
O Online Reputation Management: User -
generated reviews, comments and
opinions can determine a city or
destination's online reputation. The
importance of user -generated content
through myriad website and blogs make
this a critical medium to actively monitor.
These include Online Travel Agents
websites (such as Booking.com and
Expedia), meta search sites (such as
TripAdvisor), Google+ pages, Twitter,
YouTube, testimonials on websites,
comments on blogs and Facebook
Business Pages. It is important to monitor
where and when Tukwila is being
mentioned to engage with reviewers.
The City should develop a plan for how to
respond to negative comments.
Effectively responding to these comments
can mitigate negative comments and limit
their impact. Consideration should be
given to:
What types of negative comments do
you ignore?
What types of comments warrant a
response?
How does City staff pass these
comments to partners when
necessary?
What processes are needed for real-
time social media crisis monitoring?
O Google Alerts: Monitor the Web for
tourism content related to Tukwila
and Seattle by setting up key phrases
alerts on Google. Incorporate great
third -party features into your social
media and other communications. Link
to the articles from your website after
first posting a description of article
highlights. With permission, repost
appropriate short articles.
O HelpAReporter.com: HARO provides
sources daily opportunities to secure
valuable media coverage from
journalists and well-known
publications. By signing up for this free
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service and selecting "travel" as a daily notification from writers looking
keyword, the City will receive twice- for specific article content.
4. BRAND EXPERIENCE
Experiences are the drivers and motivators that underpin the Tukwila brand. Visitor tastes, behavior
and needs of tourists have evolved over recent decades from simply taking photos to record the visit
to now wanting more hands-on, interactive and memorable experiences. Tukwila is also
experiencing an increase in international visitors who at times seek experiences different to
domestic visitors. These dynamics call for ongoing attention to the experiences extended to visitors.
There are two types of experiences that are the priorities to manage and monitor for optimal brand
performance. The first are the touchpoints that play a crucial role randomly throughout the visitor's
total destination experience. While the second, key brand experiences, are the encounters that are
essential to the Signature Experience Themes outlined in the Brand Strategy.
4.1 Activating the Tourism Brand at Touchpoints
The Tukwila brand is created by more than just the actions of the city and its marketing messages.
Delivering memorable customer experiences for visitors requires a 36o° focus by many partners to
provide superior value through a seamless series of highly satisfying exchanges and encounters.
Each of these points of contact or touchpoints between customers and Tukwila (and the region) can
build (or erode) its brand image.
The City cannot exercise control or influence at every one of these points. The City may, however, be
able to influence quality at the most critical points and encourage partners to support the objective
of communicating and delivering
outstanding brand experiences.
Plan & Travel &
There are important touchpoints in Search The Visit
Book Arrival
each stage that can have a profound
impact on visitor satisfaction. Some
of the touchpoints in the early stages
are so critical that, if we fail to satisfy
the person at those points, their
interest in visiting the city may not be fulfilled and they might be lost to a competitor.
The Total Destination Experience
Search
These are the moments where the city and partners can influence a potential
visitor to become a visitor, or not. Commonly, these touchpoints include
advertising, brochures, websites, trade shows, social media, user -generated
sites, e.g. TripAdvisor, guidebooks, word of mouth, etc. The priority is to
increase the awareness, relevance, and the positive associations the
customer holds about the place. It is important to understand their most
influential sources of information.
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Plan and Book Bridging the gap between consideration and actually committing to visit is
possibly the greatest challenge facing destinations of all sizes. This engaged
prospect must have confidence that Tukwila represents value over other
options. The touchpoints here commonly include websites, social media,
travel reviews, guide books, brochures, packages, reservations services,
agents, discounts, packages, hospitality staff and sales managers.
Travel and Arrival The journey to and throughout Tukwila is integral to the experience. The
sense of welcome, cost, quality, and ease of access can influence their
attitudes. For instance, on arrival into Tukwila is it consistently easy to find
their way around? Is there a strong sense of welcome? Is public transport
easy to navigate? Are points of interest easy to find?
The Visit While customers are here they will interact with our community in hundreds
of ways including through timetables, discount coupons, mobile apps, and
the people that they encounter. Not to mention the quality of experiences at
hotels, restaurants, shopping centers, parks and just driving around.
Post Visit These touchpoints may include reminders for satisfied visitors such as quality
souvenirs and local product purchases, repeat visitor discounts, e -
newsletters, "thank you / come again" letters, social networking sites, loyalty
programs, reviews and user generated content, and word of mouth.
4.2 Brand Experience Touchpoints
The following checklist is designed to assist in identifying points where the brand can be
communicated and bought to life through communications and experiences. This is not intended to
be the definitive list of touchpoints. However it may stimulate discussion and ideas. While many may
not be available today, they may be available in the future.
Stationery
• Business card, international
• Business cards, standard
• Conference satchels
■ Contracts
• Envelopes
• Fact Sheets
• Letterhead
• Mailing labels
• Press releases
• Reorder cards
Information Center and Tourism Office
• Art / images in office
■ Brochure displays
• Color and designs
• Decals on windows/doors
• Displays
• Information panels
• Interpretive displays
• Lobby
• Local produce sales
• Research / survey forms
• Report formats
• Software templates
• With Compliments cards
■ Outside information display
■ Outside map
• Parking spaces
■ Room identification
■ Recorded information
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• Door handles
• Door mat
• Doorway
• External signage
• Floor coverings
Marketing Communications:
• Advertising — print, digital,
environmental, broadcast
• Bid documents
■ Content marketing
• Co-op marketing programs
■ Corporate communications
• Cross -marketing
• Coupon & discount books
• Digital marketing
• Direct mail
• Email marketing
Digital Communications
• Banner advertising
■ Blogs
• Booking engine
■ Community portal
• Content marketing
• Database marketing
• E -Brochures
• Email style & signature
• E -newsletters
• Keywords
• GPS Applications
Arrivals and Gateways
• Access to information
• Airport backlights
• Brochure Display
• Car rentals
■ Displays
• Free Wi-Fi
• Maps
• Newsletters
■ Meeting room signage
Music
Operations manual
• Outside brochure display
Events calendar
Frontline staff training
Image and video files
Loyalty programs
Maps
Media kit
Media relations - external
Media relations - local
Meeting & groups planner
Member communications
Outdoor ads
Image gallery
Key words
Linking strategy
Mapping applications
Mobile apps
Online directories
Online reservations
Pay per click words
Pod broadcasting
PowerPoint presentations
Search Engine Optimization
Information center
Information Staff
Interior Design
Mobile apps
Parking
Real estate agents
• Reservations services
• Posters
• Presentation folders
• Shopping bags
• Special announcements
Product displays
Promotions
Publicity events
Sales calls / presentations
Social media
Spokespersons
Third party publications
Training and coaching
partners
Video and DVD covers
Visitor Guides
Web videos
Site design
Social media
Social networking sites
Sports tournament planner
URLs
User generated sites
Websites
Web Advertising
Web Links
Online Media Room
Video Channel
Signs - station welcome
Signs — directions
Signs - gateway
Signs - wayfinding
Taxis, Lyft, Uber
Wall hangings
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■ Freeway exit signage
■ GPS Functionality
Placemaking
■ Banners
■ Benches
■ Business signage
■ Flower boxes
■ Interpretive signage
■ Kiosks
■ Landscaping
■ Lighting
■ Litter bins
■ Maps
Events
■ Advertising
■ Announcements
■ Banners
■ Booth / kiosk
■ Co-sponsorship
Trade Shows and Exhibitions
■ Announcements
■ Attire / uniforms
■ Banners
■ Booth design
■ Catering
■ Co -branding
■ Collateral
■ Competitions / prizes
■ Co-op partner
■ Employee badges
Vehicles
■ Buses
■ Corporate vehicles
■ License plates
■ Reservations systems ■ Welcome signage
■ Retailers
■ Parks and trails
Parking areas
Photo Spots
Police and public officers
Public art
Public restrooms
Rest areas
Signage - directional
Signage — parking / traffic
Signage - self -guided tours
■
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•
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Event sponsorship
Flags
Interviews
Invitations
Music and entertainment
■ Floor displays
■ Floral displays
■ Furnishings
■ Giveaways
■ Handouts
Hospitality suite decor
■ Images — large format
■ Invitations
■ Music and entertainment
■ Name badges
■ Service vans
■ Signs
■ Shelters
■ WiFi
■ Signage — wayfinding
■ Site markers
■ Stampings - sidewalks, walls
■ Street grates
■ Street theater
■ Streetscapes
■ Transportation
■ Tree grates
■ Umbrellas
■ Wi-Fi
Podium signage
Posters and billboards
Signage
Sponsorships & grants
Tickets
Pop-up displays
Posters
Presentation - A/V
Presentation — personal
Prizes
Refreshments
Script and message
Signs
Table displays
Training for event
Shuttle buses
Taxis, Lyft, Uber
Temporary signs
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Merchandise
• Calendars
• Can holders
• Caps
• Carry bags
• Coasters
• Drink glasses
• Flash drives
Municipal
• Advertising
• Community awards
• Bill stuffers
• Codes, regulations,
permitting
• Displays
• Events
• Gifts to VIPs
• Grants
• Library
• Maps
• Hats
• Hoodies
• Jackets
■ Mouse pads
• Mugs
• Pens
• Place mats
• Naming of rooms
■ Newsletter
• Office art and paintings
• Office Signage
■ Parks, gardens and squares
• Phone greetings
• Public Affairs
• Public art
• Public information
• Public relations
• Polo shirts
■ Screen saver
• Sun visors
Sweat Shirts
T-shirts
■ Vests
• Water bottles
• Recreation
• Recruitment
• Speeches and
presentations
• Training and coaching
• Stationery
■ Uniforms
• Vehicles
• Buildings and structures
■ Wayfinding
• Website + social media
4.3 Tukwila Tourism Experience Development
Tukwila is a rapidly developing destination with some outstanding attractors. However, there is the
need for some enhancements. Some of the important questions to consider when conducting
periodic assessments of Tukwila's total destination experience include:
• Where are the most critical moments for the Touchpoints to deliver the Destination Promise?
• Where are the gaps between the Destination Promise and the total destination experience?
Which are the most critical?
• Are the experiences enhancing or devaluing the brand's performance?
• Where is the experience delivering the greatest satisfaction?
• Where is the experience at its weakest?
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■ Who are the gatekeepers, i.e. organizations and individuals most responsible for delivering the
most critical touchpoints for various customer groups?
Some of the gaps and opportunities that were revealed during the brand assessment phase through
site inspections, workshops, interviews and examining user -generated content included the
following. In some cases these suggestions may require feasibility studies.
Navigation, Wayfinding and Signage
First impressions start at the entrances to the city, and appearances really count when it comes to
enticing visitors and the economic well-being they can bring to places. Visitors are attracted to, and
spend more time in, places that are attractive, clean, welcoming, and well maintained.
Signage and navigation systems serve vital roles. They inform, guide, and motivate travelers. They
are also important in shaping the identity of a place through their style, design, colors, lettering,
content and placement. Access to visitor information in the form of brochures, maps and personal
advice is critical to visitor satisfaction, extending a visitor's length of stay in the community and
whether or not they return.
Main Freeway Signage WSDOT signs are adequate. Improvements will be identified in a
detailed wayfinding assessment.
City Gateways Tukwila and Southcenter gateways do not stand out and do not
provide a welcoming sense of "place" for visitors.
Vehicular Directional Directional signs that guide visitors through Southcenter are
inadequate and dated.
Pedestrian Directional Integrated pedestrian level signage across the district does not
exist and would be beneficial in several areas.
Map Displays/ Kiosks Display map kiosks/ directories featuring all of Southcenter do not
exist and would be very useful at key points in the district.
Hotel Guest Information Hotel tourism brochure racks seem to only include material on
Racks Renton and Bellevue but nothing on Tukwila, except a Westfield
Southcenter, limited content, double -sided page promoting
`Seattle's Best Shopping'.
Rail Station Connectivity Southcenter is not quite within walking distance from the station,
but there are frequent bus connections. An integrated map at the
station exit that combines the various transport options and their
relationship to key attractions and facilities would be useful.
Attractions/Activities
These are the features and attributes that motivate people to visit a place and in turn encourage
them to extend their stay. They may be physical sites, events, and places that people experience.
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Cultural Attractions
Community-based Market
Web searches indicate no Tukwila community market, farmers market
or craft market. Local residents interviewed were also unaware of
any, even though adjacent cities (like Renton) do possess some.
Although not a community market, the Westfield Mall's Seafood City
Marketplace - though basically a supermarket - certainly generates a
lot of atmosphere around its live and other seafood stands and food
market. Possesses great appeal for Asian visitors.
Public Event Venues
The Mall at present functions as a public gathering and event area for
Tukwila - given no other central public area has been created to serve
such a purpose for events, entertainment and more. The City's
Tukwila Village may help fill some of this gap.
Festivals and Events
An online search reveals very few significant events. Judging from the
popularity of `Touch a Truck', the city could develop a more
comprehensive calendar of events - providing organizers, volunteers
and funding can be secured. Consideration should be given to events
that focus on the city's ethnic diversity.
Racial and Ethnic Diversity
This is a minority/majority city with representation of cultures from
around the world. This diversity should be considered an asset and
help the image of Tukwila. Conduct a cultural audit with the view to
ascertaining the arts and culture assets advantages, and opportunities
that exist in the community and how these can be mobilized as
strengths for tourism, economic and community development.
Arts
During interviews, participants expressed the need for more
opportunities enabling the community's artists to exhibit their skills
and products. It was suggested that Tukwila may present
opportunities as an artist colony and incubators given high rent for
artists in Seattle.
Outdoor Recreation
Fort Dent Park
Fort Dent (but not Starfire) is signed with brown tourist attraction
signs, but to a visitor this would mean nothing without the addition of
at least the word `Park', and possibly the words, `Starfire Sports' as
well.
Southcenter Parks
No significant green area exists in Southcenter. Increased park space,
may result in less car parking spaces. Consider pocket parks and
redevelopment of The Pond.
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Trails/bikeways — Green The trail with the closest connectivity to Southcenter and the mall
River Trail area. It connects further north to Foster Golf Links. Tree lined, the trail
passes by some riverside `industrial' sites as well as broader green
areas like those surrounding the Starfire site.
Placemaking
Placemaking describes the practice of creating, administering and managing the public environment
so that it provides attractive and rewarding experiences for residents and visitors. The provision of
attractive, vibrant, and safe locations offers a distinctive sense of place to complement the brand
strengths and main attractors of the city. Where attention has been paid to the aesthetics of a place,
including preserving or enhancing its natural qualities and environments, it gains the reputation as a
"special place" or a "fun place to hangout", and this goes a long way toward supporting the brand.
Street Vibrancy The addition of flowers baskets, shade and screen trees, landscaped
medians, street furniture, etc. will `soften' the appearance and add to
vibrancy and a welcoming sense of place.
Street Banners Colorful, seasonal branded street banners would provide an
opportunity to express the new brand visually, and provide a livelier
atmosphere. It can also aid promotion of events and programs.
Public Art Public art (including larger scale imaginative sculptures) adds to the
ambiance of a place. Little, if any, public art exists in Tukwila.
Gathering Places Outside of malls there are very few public gathering areas. A central
location for community and public events, such as a small well -
landscaped amphitheater is worth considering.
Pedestrian -friendly The team received consistent feedback that there is the need for at
Streets least one street dedicated to forming a pedestrian precinct to provide
outdoor dining, bars, entertainment, events, playgrounds and a
central gathering place. It should be designed in such a way to
provide a "go to" night experience for regional residents and visitors.
An increase of residential living in Southcenter goes hand-in-hand
with developing a colorful pedestrian -friendly environment, including
bridges, green spaces, playground and public art.
Visitor Amenities and Services
Local Transport Research revealed an interest in specialist shuttles (e.g. free hop -on,
hop -off) or similar services within the Shopping District that could
facilitate travel between shopping and attractions, reduce traffic and
potentially help extend day visits.
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Lodging, Restaurants and Hospitality
Independent Restaurants
Local, independent and ethnic dining options are limited. Options are
mainly chain focused and do not reflect the ethnic diversity of the
city and the many enticing cuisines they could present.
5. Brand Adoption and Outreach
Timing:. Commences within the first 90 days
The success of the Tukwila brand will be strongly influenced by the degree to which it is understood,
supported and used by City staff, partners and stakeholders. Success will be linked to how key
organizations and individuals understand the brand, support consistent brand messages, as well as
demonstrate a clear commitment to the brand.
• Brand Rollout. The successful adoption
and use of the brand by stakeholders is
essential to its viability. We may only get
one opportunity to generate the
enthusiasm, support and energy needed
for success. However, this may or may not
involve a high profile launch event. One of
the keys to a successful rollout is to
carefully plan the many actions needed to
orchestrate an impactful introduction and
be prepared for all arising contingencies.
See Appendix 1.
• Cross -Regional Partnerships.
Communicating and delivering the brand
cannot be the responsibility of the City
only. Many actions require a shared
responsibility across the city and region.
This calls for the engagement of
community and business leaders,
organizations and individuals who can
influence the on -brand behavior,
regulations, policies, investments, and
plans necessary for Tukwila to excel in
delivering its brand experiences.
• Key Stakeholder Outreach: Programs
should be introduced in conjunction with
the Brand Leadership Committee to
generate awareness, support and use of
the brand. Key groups should include
leading public, private and non-profit
organizations. These may include:
- City of Tukwila and King County
- Seattle Southside, Visit Seattle, WA
Tourism Alliance, WA Hospitality
Association
- Tourism offices of nearby cities
- Cultural and event partners
- Educational institutions
- External partners e.g. tour operators
— Associations
— Local and regional media, travel
journalists
— Local non -tourism businesses and
organizations, including real estate
agents and major employers
- Local tourism -related organizations,
associations and visitor service
providers, including attractors,
lodging, restaurants, and transport
- Marketing suppliers to the City, e.g.
advertising agency, web designers
- Community service clubs
— Residents and students
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O Key Outreach Messages: Consideration
should be given to including some of the
following points, as appropriate, in the
messages that are conveyed to each
group of stakeholders.
We are redefining what the world thinks
of Tukwila through this strategy. It will
result in more jobs, business
opportunities, and benefits for residents
and organizations.
This brand strategy sets a positive
direction for Tukwila to enhance its
reputation as an attractive place to visit,
as well as live, work and invest.
We would like you, as appropriate, to
consistently and accurately use the
brand.
By working with the City, you will help us
to improve the attractiveness and image
of Tukwila.
We invite you to play your role in
creatively delivering and building
compelling visitor experiences to support
our Destination Promise.
— We consider our tourism partners as
allies and encourage you to join us by
increasing the level of cross -selling,
collaboration, joint marketing, and
bundling of products to create a stronger
visitor experience.
O Brand Tukwila Training Sessions. Conduct
concise brand presentations for front-line
tourism and hospitality staff, as well as
executives throughout the region. These
should be designed to explain the brand,
Signature Experiences and
communications. This should be an
ongoing program to constantly inspire and
reinvigorate partners and their staff. The
sessions will help maintain a brand focus
and will aid cross -selling, visitor
satisfaction and extend visitor length of
stay and spending.
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6. Brand Organization: Excellence Behind the Scenes
Timing: Commence within the first 30 days, then ongoing
A brand strategy frequently requires the DMO and its partners to adapt to new circumstances for the
brand to attain its true potential. Effectively managing the new brand requires that there be no walls
or "silos" in which people and organizations isolate their on -brand actions. Leaders should
constantly evaluate how to create a stronger brand community in order to have a better playing
field. Ultimately, success goes to those that pay attention to the messages, processes, people,
experiences, and priorities that underpin the brand. It's everyone's job to a greater or lesser extent!
• Tukwila Brand Manager. Appoint or
designate a City staff member with the
responsibility to be "brand manager" to
ensure optimal internal and external
deployment of the brand. This role calls
for identifying opportunities and building
brand awareness and delivery across the
organization and the region, monitor
interactions with customers and coach
frontline staff and partners in on -brand
actions. This is suggested as an extra
delegation of responsibility for an already
existing position.
• Brand Identity Specialist. The
responsibility for oversight of the brand
identity should be allocated to a City staff
member. This person should be
responsible for brand communications
and reviewing all new executions of the
brand by the City and partners. This
specialist should be creative, have strong
marketing and interpersonal skills and be
assertive yet persuasive in dealing with
partners to manage and protect the
brand. This is suggested as an extra
delegation of responsibility for an already
existing position.
• Product Development / Experiential
Focus. Ensure that the responsibilities for
facilitating product development and
visitor experiences are reflected in the
duties of an experienced staff member.
• Recruitment. When recruiting staff and
volunteers identify those who are
passionate about the Tukwila brand, share
its values and can speak knowledgably
about the signature brand experiences.
• Job Descriptions. Ensure that the City's
organizational structure and all job
descriptions are adjusted where necessary
to include responsibilities to support
communication and delivery of the brand.
• Performance Appraisals. The annual
appraisal for all City staff should include an
evaluation of their performance in regard
to their accurate and creative deployment,
management, communication and delivery
of the brand, relative to their position.
o Constant Innovation. Frequently ask staff
and partners for their ideas and feedback
about how to better communicate and
deliver the Tukwila brand experiences.
Constantly search for new opportunities
for communications, product
development, cross -selling, cooperative
marketing, information distribution and
packaging.
24
52
7. MEASURING SUCCESS
With the brand now launched, it is vital to closely monitor and manage its progress and make
adjustments when necessary. This is not necessarily an expensive or time-consuming exercise. While
several performance measures such as visitor numbers, overall economic performance, information
requests, lodging tax revenue, occupancy levels, visitor spending, event attendance and advertising
responses may already be monitored, there are a number of additional brand metrics that should be
appraised at least once a year. The following indicators can be used to evaluate the brand beyond
normal ROI measures:
TUKWILA BRAND IMAGE
Monitor shifts in customer/resident attitudes, perceptions.
Performance Indicator Actions
Brand Awareness
Perceptions of Tukwila
Monitor and track the unaided awareness and image of
Tukwila and its key strengths for target audiences.
Monitor shifts in customer/resident attitudes,
perceptions, and the image of Tukwila, as well as the
sentiments toward Tukwila strengths as a destination.
MARKETING PERFORMANCE
These relate to the brand's ability to be considered above others in the marketplace and stand for
something important in the minds of key audiences.
Performance Indicator
Customer Profiles
Digital Analytics
Marketing Programs
Market Share
Actions
Assess shifts in customer profiles and personas, source
markets and buying behavior.
All digital marketing should be evaluated regularly using
Google Analytics and other tools to monitor web traffic,
rankings, competitors, links, followers, friends, visitors,
likes, key words and SEO, page views and a variety of
relevant metrics.
Monitor and evaluate performance of tactical marketing
across earned, owned and paid channels using accepted
industry metrics. However, these should relate to the
specific objectives and investments set for each program.
Determine Tukwila's share of market compared to key
competitors and within key market segments where data
is available in regard to visitor volume, length of stay,
purpose of visit and spending.
25
53
Strategy Implementation
Tourism Impacts
Monitor the level of success in activating and
implementing the recommendations in this strategy.
Track factors for success and reasons for gaps in
deployment and performance.
MonitorTukwila's performance for tourism results in
regard to visitor occupancy, spending impacts, visitor
volume, overall trends, and visitor shares.
STAKEHOLDER SUPPORT
These measures relate to the esteem of the brand and the level of understanding, use and support the
brand receives from partners, stakeholders and residents.
Performance Indicator Actions
Community Advocacy
Brand Adoption
Community Brand Support
Co-operative Support
Stakeholder Feedback
Poll residents every two years to monitor their level of
support for Tukwila as a place to visit, live and work.
Review commercial, government, cultural, community
and event management organizations to gauge the
extent of their adoption of the brand - beyond the logo
use. Consider the extent and accuracy of their adoption
of brand messages, images, and the introduction of new
products and experiences.
Conduct a survey of residents, businesses, tourism,
government and other interested organizations. This
should include assessment of residents' overall image of
Tukwila and that of certain key precincts. Repeat every
two years.
Track the level of participation in Tukwila co-operative
marketing.
Survey key stakeholders, partners, and city messengers
to explore and monitor brand and tourism issues.
BRAND ADOPTION
Evaluate the consistency, accuracy and alignment of the implementation with the brand strategy.
Performance Indicator Actions
Brand Consistency
Review the appearance and content of all appropriate
marketing materials produced by partners. Monitor
message alignment including those produced outside of
the city.
26
54
Media Coverage
Monitor media coverage and content, particularly
externally, for its use of the desired brand messages and
priorities. Also assess against target media outlets and
influencers.
BRAND EXPERIENCES
Monitor the delivery of brand experiences and the development of new initiatives.
Performance Indicator Actions
Customer Satisfaction
Experience Development
Every two years conduct perceptions surveys to monitor
satisfaction and attitudes toward Tukwila delivery of
experiences for visitors and non -visitors, and the
likelihood of visitors returning.
Monitor the number of new tourism -related businesses,
events, packages and multi -product offerings to ensure
they demonstrate on -brand experiences to successfully
meet customer needs.
27
55
APPENDIX 1: BRAND LAUNCH
To launch with volume or not to launch? The debate that often occurs in regard to the best way to
release the brand is whether to phase the introduction or whether to go with a big band launch.
There are merits in both approaches, but in the end it will be a matter of what is most appropriate in
regard to local politics, support, budget, status of marketing materials and collateral.
Phased implementation provides time to develop new communications using the brand identity,
avoids the demands on staff, vendors and budget. However a phased approach may add confusion
with old and new materials in circulation and a loss of focus on the new brand.
Consequently, the launch should not be approached in an ad hoc or casual manner. Ideally, it should
be conducted when there are tangible examples such as the branded website and materials available
demonstrating the new brand identity. Otherwise the logo and tagline get all of the attention.
Among the issues to consider are:
• The Brand Implementation Committee should be actively involved in determining the nature and
planning of the launch.
• Initiate one-on-one briefings for key individuals and organizations. This is an ongoing process and
will continue long after the launch. The responsibilities for this while led by the City, should also
involve committee members.
• Ensure that the launch event features a variety of business, government and non-profit leaders
who speak positively about the initiative and where appropriate cite examples of how they will
be supporting its development. The active involvement of a variety of key stakeholders builds
confidence and unity of purpose.
• Conduct the launch when examples of the use of the brand can be demonstrated. This might
include the web site, visitors guide, merchandise, display materials, banners, advertising,
stationery and examples of future applications.
• Prepare a brand presentation kit to aid one-on-one presentations and the launch.
Produce giveaways featuring the brand to give to attendees at the launch event. Giveaways
could include shirts, caps, buttons, quality bumper stickers, pins, bags and coffee cups.
Do not allow the logo and tagline to absorb the launch focus of attendees and the media
Conduct educational workshops for partner staff responsible for marketing.
Develop key messages for the launch and consider responses to possible negative comments.
Consider a media communications program to promote the brand strategy to local, regional and
statewide media. This could include a major feature in the local newspaper that is supported by
advertising by key brand partners, including event organizers.
• Consider a pre -launch briefing with the Editorial Board of the local newspaper
28
56
Tukwila;wila
Brand Style Guide
57
Contents
How These Guidelines Work
3
Tukwila Brand Anatomy
What is a Destination Brand? 5
Why Does Tukwila Need a Destination Brand? 5
The Tukwila Brand 7
Signature Experience Themes 9
Emotional Benefits 11
Brand Personality 11
Copy Style 13
Key Words and Phrases 13
Photographic Style 14
Matching Brand Messages to Our Markets 16
Bringing Our Brand Experiences to Life 17
Visual Elements
Logos 20
Logos, Extended Forms 22
Swoosh Effects 24
Colors 26
Clear Space 28
Minimum Sizes 29
Prohibited Uses 30
Typography 31
The Applied Brand
Business Cabinet 34
Rack Brochure 36
Display Advertising 38
Visitors Guide 40
Branded City Vehicles 41
Wayfinding Signage 42
Resources
44
How These Guidelines Work
The brand strategy provides the directions and ideas for portraying and unifying the
experiences of Tukwila. In conjunction with the Tukwila Brand Blueprint, it acts as part of
a guidance system to inform communications, experience delivery, product development
and public policy programs that affect the local visitor economy. It will shape what we
want people to think and feel about Tukwila as a place to visit.
The purpose of this Brand Style Guide is to provide examples and ideas of the type of images and
subjects that should be used to present the Tukwila brand. Some of the images used in the Guide
are from stock images that may feature subjects at locations outside of the city, and are provided as
examples only.
TUKWILA BRAND STYLE GUIDE I 3
TUKWILA- BRAND S
What is a Destination Brand?
A destination brand makes and fulfills a valued promise. It is a unique blend of physical,
intangible and emotional benefits which clearly differentiate a place from other choices
as a visitor destination. Importantly, it acts as a guidance system to prioritize and
influence every message, process, decision, communication, and investment. Branding
can be considered to be the art and science of orchestrating the distinctive messages and
experiences that we most want associated with Tukwila to ensure that they are as unifying,
compelling, and rewarding as possible.
Why Does Tukwila Need a Destination Brand?
Competition between places has never been more intense. Our customers have
overwhelming choices and are faced with thousands of competing messages every day.
What they think of Tukwila directly impacts whether they will spend time and money here.
To compete in this environment we must be unified and clearly differentiate Tukwila in
ways that are personally relevant and compelling. The Tukwila brand provides a unifying
umbrella through which we can consistently present the county's leading experiences,
words, imagery, products, and distinctive character.
TUKWILA BRAND STYLE GUIDE I 5
BR STYLE GUIDE
The Tukwila Brand
The Tukwila brand is designed to present the city in a unified manner as an attractive
place to visit, live, work and do business.
Tukwila offers the greatest concentration of affordable shopping, along with abundant
dining, family fun, sports, and opportunities for experiential entertainment in the Pacific
Northwest.
With representation from cultures from around the world, Tukwila is the hub of multi-
culturalism in the South Seattle area.
For:
People seeking outstanding shopping, family entertainment or fun with friends in the
Seattle Metro
Only:
Tukwila
Provides:
JThe retail - entertainment district with the most easily accessible, affordable and
convenient opportunities, which is...
Where they feel a sense of:
Excitement, fun, camaraderie, and relaxation
Brand Essence:
Accessible fun
TUKWILA BRAND STYLE GUIDE 1 7
Signature Experience Themes
Just as a hand-written signature is the distinctive mark of an individual, signature
experiences are the distinctive encounters or interactions that convey the distinctiveness
of Tukwila's destination brand. They should receive greatest prominence in marketing
communications, partner outreach and product development investments.
• Family Entertainment: Tukwila has Seattle Metro's most accessible, convenient and
affordable fun for all ages.
• Shopping: Tukwila has the Northwest's largest concentration of affordable shopping
opportunities.
• Fun with Friends: Tukwila is the ideal place for fun with friends, day and night.
• Complementary Experience Themes
• Accessible: With close proximity to key markets, excellent public transport, closeness
to SeaTac and convenient freeway access, Tukwila is easily accessed.
• Multi -cultural: With representation from cultures around the world it's not hard to find
exotic ethnic cuisine, colorful events and crafts.
• Events: There's always something happening with community events and festivals.
• Outdoor Recreation: Excellent parks, greenways and trails, lakes and wetlands that are
ideal for active recreation or just admiring view.
TUKWILA BRAND STYLE GUIDE I 9
Emotional Benefits
Emotional benefits reflect how we want Tukwila's customers to feel through their contact
and experiences with the city. The Tukwila brand provides a sense of:
• Fun and Excitement: days packed with exciting encounters whether tasting new food,
exhilaration of "flying", laughing with friends, cheering at events, or the pleasures of
discovering bargains.
• Relaxation & Escape: a few hours or a few days here away from the stress of the ev-
eryday can give you a new lease on life.
• Camaraderie and Togetherness: time here spark closer personal connections that foster
togetherness and camaraderie among friends and family.
Brand Personality
Our brand personality describes the characteristics and traits of Tukwila as if it were
a person. These traits influence the feel and tone of voice we use in communications.
Tukwila brand personality is:
• Casual and Relaxed
• Eclectic and Diverse
• Engaging and Sharing
• Fun and Exciting
• Energetic & Colorful
• Welcoming and Friendly
TUKWILA BRAND STYLE GUIDE I 11
Copy Style
Tukwila brand will be imbedded in the copy for brochures, web sites, advertising, online
communications and collateral materials. Wherever possible, copy should describe
experiences with active -oriented and evocative language to provide a feel for what the
reader will experience. Importantly, it must make the reader feel as though they're already
enjoying the sights, sounds, smells, and sensations of Tukwila.
Copy should always be written in a friendly, relaxed, informative, and unpretentious
manner to match our personality. It should be conversational and create the feel and tone
of a one-on-one conversation. It should be enticing and motivational, yet realistic and
factual. It must not contain hype.
Key Words and Phrases
The following are some of the key words and phrases that are important when
communicating the Tukwila brand.
Accessible Affordable 1 yll in one place 1 Ideal Base
Celebrate Community Spirit 1 Convenient 1 Discover
Diverse Rejuvenating Easy 1 Eclectic
Enriching 1 Escape 1 Exciting Exhilarating Exotic
Fun Welcome 1 Genuine 1 Camaraderie
Immerse Yourself 1 VALUE FOR MONEY 1 iii0-5eae. Savor
Open Ail 1 Trendy Colorful 1 Refreshing
Vibrant Revitalizing 1 RECHARGE Peaceful Trails
TUKWILA BRAND STYLE GUIDE 1 13
Photographic Style
High quality photography can be one of the most potent and versatile communication
elements in the Tukwila brand toolkit. This is because our distinctive sense of place,
seasons, moods, townscapes and activities make Tukwila extremely photogenic. Questions
to ask when selecting images to reflect the brand are:
SouNDTRANS1T 1 0
s
Are the images believable?
Are these real people doing real things?
Do the subjects look natural and not posed?
Are the subjects doing something interesting?
Will the photographs resonate with the target audience?
Do they have a WOW factor?
Do they have a strong "wish you were here" flavor?
TUKWILA BRAND S
15
Arhaskjt
Matching Brand Messages to Our Markets
These are the key messages that should be conveyed to target audiences. Each target
audience will be fine-tuned annually according to available budgets, opportunities,
and events.
MARKET
All Markets
Family Fun
Shopping Enthusiasts
Millennials
Tukwila is the Seattle Metro's most accessible,
convenient and affordable fun destination for all ages.
Tukwila is the hub of multi-culturalism in the South
Seattle area
Bringing Our Brand Experiences to Life
Consistently delivering memorable brand experiences will require a 36o° focus involving
many partners. The programs for activating these experiences and bringing our
signature brand experiences to life are outlined in the Tukwila Brand Blueprint.
They address:
• Attractions and activities
• Outdoor recreation
• Cultural attractions
Placemaking and wayfinding
Lodging, restaurants and hospitality
Tukwila is the center of family -friendly activities.
Discover a wide variety of family-oriented shopping
and dining, active sports venues, outdoor recreation
and exciting entertainment.
Sikh
Southcenter has the Largest concentration of value -
oriented shopping and dining in the Seattle Metro.
The vast Southcenter Shopping District has well over
55o brand name stores. It offers the type of 'one stop'
shopping that is unique in WA.
Day and night, every season of the year, you'll
find abundant, affordable restaurants, exciting
entertainment and sports, as well as great brew pubs.
International
Tukwila is very close to SeaTac and is the ideal place
for outstanding brand bargains and myriad exciting
places to enjoy beveen flights.
1.6 I TUKWILA BRAND STYLE GUIDE
TUKWILA BRAND STYLE GUIDE I 17
Visual Elements
0)
•
LOBOS
There are five logos that are used to identify and promote the City of Tukwila. Each include
extended forms to suit specific application formats. The five logos and their extended
forms may be reproduced in single color: black on white backgrounds or white on dark
backgrounds.
Pulsar
The pulsar symbol represents a
convergence of energies, a blend of
cultures and the spark of creative
expression. It also loosely represents
a circling of a destination on a map or
converging roads and paths. It can be
used as an isolated graphic punctuation
or partially cropped as a dramatic
graphic motif.
Logotype
The logotype suggests
simplicity, approachability and
artistic expression. It can be
used as a subtle stand alone
identifier or paired together
with the pulsar for a stronger
brand message.
Tukwila
Horizontal Logo
Used as the predominant
version in applications where
the brand needs to be evident
and where vertical clear space
is limited.
Stacked Logo
Used for the same reasons as
the horizontal logo except for
applications where horizontal
clear space is limited and
vertical clear space is ample. It
is considered subordinate to the
horizontal logo but should be
used to suit the application.
Tukwila
Tukwila
Stacked Logo (Alternate)
Primarily used for small
applications that are intended
to reinforce the flavor of the
brand. It may be used for larger
applications where there is a
desire to showcase the pulsar.
20 I TUKWILA BRAND STYLE GUIDE TUKWILA BRAND STYLE GUIDE 1 21
Logos: Extended Forms
For use in full
color applications
With state Black against
extension white
Pulsar
Logotype
Tukwila Tukwila(vik
WASHINGTON
Horizontal Logo
Tukwila Thkyiik(1,"Ttikwila
Stacked Logo
TukwilaTukwilaT141(hilla
WASHINGTON
Stacked Logo (Alternate)
TKI(wilat Ttl(wilat
Tkvik
WASHINGTON
O0
CO 22 I TUKWILA BRAND STYLE GUIDE
White against
black
41,)
White against primary
brand colors (except yellow)
Tukwila
TUKWILA BRAND STYLE GUIDE I 23
v
O
Swoosh Effects
Portions of the pulsar can be cropped and positioned for dramatic swoosh effects. When
used in this manner, the end result should obscure the pulsar a minimum of 4o%.
Pulsar is obscured Pulsar is obscured
less than 4o% more than 4o%
cii 16
24 I TUKWILA BRAND STYLE GUIDE
TUKWILA BRAND STYLE GUIDE I 25
I 40%
Secondary Gradients
70%
40%
3o% 15%
70%
40%
30% 15%
70%
40%
30% 15%
70%
40%
30% 15%
rap(ta-e'
Tukwila(wila
26 I TUKWILA BRAND STYLE GUIDE
Colors
The Tukwila Brand is supported
by primary, secondary and
gradient colors. These color
sets reflect the character of
Tukwila and should never be
altered or deviated from at
any time.
The primary set includes ten
colors including black and
white. These colors are used
to represent each of the logos
in their approved multiple
color formats.
The secondary set consists
of screen tints of the primary
set. These are to be used for
support graphic articulation.
The gradients are blended
composites of the primary
colors and are used to
articulate the rings in the
pulsar symbol.
All colors are broken down
into reproduction formulas for
print/painted mediums (CMYK),
digital processes (RGB) and
web media (HEX).
Primary
Purple
CMYK 72/74/0/0
RGB 97/89/167
HEX 61/59/A7
CMYK loo/o/o/o
RGB 0/174/239
HEX oo/AE/EF
Pale Blue
CMYK 30/5/0/0
RGB 172/214/242
HEX AD/D6/F2
Yellow
CMYK 0/10/95/0
RGB 255/222/23
HEX FF/DE/17
CMYK 0/50/100/0
RGB 0/150/76
HEX F7/94/1D
Magenta
CMYK 0/100/0/0
RGB 236/0/140
HEX EC/oo/8C
CMYK 50/0/100/0
RGB 141/198/63
HEX 8D/C6/3F
Green
CMYK 75/0/100/0
RGB 57/181/74
HEX 39/B5/4A
Black
CMYK o/o/o/loo
RGB 35/31/32
HEX 23/1F/2o
White
CMYK o/o/o/o
RGB 255/255/255
HEX FF/FF/FF
3o% 15%
70%
40%
40%
30% 15%
3o% 15%
30% 15
70%
40%
15%
100%
® 5o% Gradient 1
0%
0%
50% Gradient 2
- ioo %
4.1 50% Gradient 3
- ioo %
TUKWILA BRAND STYLE GUIDE I 27
Clear Space Minimum Sizes
The clear space or no -invade area around the logos must be maintained at all times.
These areas must never be invaded by other graphics, borders or photographic elements.
The X boxes define the minimum clear space required from the edges of the logos and
the definable outer edge of a background field or the nearest edge of another graphic or
visual element.
x
a
x
x
x
x
WAS H1N_GTS) _N
x
x
X
x
x
28 I TUKWILA BRAND STYLE GUIDE
x
x
x
x
WASHJJNLG7 QN
X
(,1v
71/Ltrqu
Logos that include "Washington" shall never be reproduced where "Tukwila" is less than
1 1/8" in length. Logos that are without "Washington" shall never be reproduced where
"Tukwila" is less than 1/2" in length. An isolated pulsar shall never be reproduced less
than 1/4" in length. Minimum size may also be determined by the quality of a specific
reproduction process, background contrast or final output resolution. All applications of
the logos shall be clean, crisp and fully legible.
1 l/s 12
1 �
Ir�swia
WASHINGTON
Tr'151",GTi^ci.)A
Ti�wila
WASHINGTON
WASHINGTON
TukwilA
Tukwila
Tukwila
T T
TUKWILA BRAND STYLE GUIDE I 29
Prohibited Use
Do not rearrange
or change colors.
Ti4kt.f,i1A
Do not obscure any part of
the logo with imagery.
4Ns
Do not rotate the logo.
yTHkNlI�
Do not add a drop shadow to
the logo.
Tukwila(wilA
Do not rearrange or
change elements.
OT41;vvilA
Do not use a single color
other than black or white
unless otherwise indicated in
this guide.
lTkb\flk
Sky Diving
Do not use the logo within
another logo or identity.
Tukwila
Do not use the logo against
a background color other
than white or black.
Welcome to
Tukwila
Do not invade clear space.
Tukwila
Do not squeeze or stretch the
logo.
THkwila
Do not outline any part of
the logo.
Do not move or alter any part
of the symbol.
Typography
Typography is a powerful tool used to support the Tukwila brand and should be used in all forms of
visual communications to maintain a strong and unified brand expression.
Meta is the primary font family used to support the Tukwila brand in all marketing communications
such as ads, brochures and other forms of print and digital mediums.
For day-to-day correspondence, use Calibris which is part of the standard Microsoft font library.
Even though it slightly different, it aligns well with Meta and is available to correspondence
recipients so your documents will not default to a random font on their system.
Meta Normal*
ABCDEFGHIJKLMNOP
abcdefghijklmnlmnop
1234567890&@
Meta OT
ABCDEFGHIJKLMNOP
abcdefghijklmnlmnop
1234567890&@
Meta Bold
ABCDEFGHIJKLMNOP
abcdefghijklmnlmnop
1234567890&@
Calibri Regular*
ABCDEFGHIJKLMNOP
abcdefghijklmnlmnop
1234567890&@
Calibri Italic
ABCDEFGHIJKLMNOP
abcdefghijklmnlmnop
1234567890&@
Calibri Bold
ABCDEFGHIJKLMNOP
abcdefghijklmnlmnop
1234567890&@
*Both fonts include additional versions and can be purchased from font foundries such as
myfonts.com and fonts.com.
3o I TUKWILA BRAND STYLE GUIDE TUKWILA BRAND STYLE GUIDE I 31
Brand Applications
Business Cabinet
Letterhead
Tukwila
City of Tukwila
6zoo Southcenter Blvd.
Tukwila, WA 98188
Ul 34 I TUKWILA BRAND STYLE GUIDE
Business Card
Envelope
Tukwila
Tukwila
Brandon J. Miles
Business Relations
Manager
(206) 431-3684
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
tukwilawa.gov
City of Tukwila
60oo Southcenter Blvd.
Tukwila, WA 98088
E-mail Signature
Brandon J. Miles
Business Relations Manager
(zo6) 43,3684
City of Tukwila
6zoo Southcenter Blvd.
Tukwila, WA 98188
TUKWILA BRAND STYLE GUIDE I 35
Tv*,*11\0‘
A Bold Caption Sets The
Message In Motion
Rack Brochure
An isolated statement puts
emphasis on a key Tukwila
attribute or point of interest.
Inside Spread
rem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
tummy nibh euismod tincidunt ut laoreet dolore magna
jam erat volutpat.
?cond-Tier Caption Carries the Message
enim ad minim veniam, quis nostrud exerci tation
aper suscipit lobortis nisi ut aliquip ex ea commodo
,at. Duis autem vel eum iriure dolor in hendrerit in
velit esse molestie consequat, vel ilium dolore eu
facilisis at vero eros et accumsan et iusto odio
qui blandit praesent luptatum zzril delenit augue duis.
Cover Panel
36 I TUKWILA BRAND STYLE GUIDE
tion is for Specifics
dolor sit amet, cons
dipiscing elit, sed diam
nibh euismod tincidunt
ut laoreet dolore magna aliquam
erat volutpat. Ut wisi enim ad
minim veniam, quis nostrud exerci
tation ullamvlutp corper suscipit
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore
magna aliquam erat volutpat.
A Second -Tier Caption
Features More Attributes
Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit
lobortis nisi ut aliquip ex ea commodo
consequat. Duis autem vel eum iriure
dolor in hendrerit in vulputate velit esse
molestie consequat, vel ilium dolore eu
feugiat nulla facilisis at vero ero.
Blandit praesent luptatum zzril delenit
augue duis orem ipsum dolor sit amet,
cons ectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut
An isolated statement
puts emphasis on a
key Tukwila attribute
or point of interest.
A Second -Tier Caption
Summarizes the Message
Ut wisi enim ad minim veniam, quis nostrud
exerci tation ullamcorper suscipit lobortis nisi ut
aliquip ex ea commodo consequat. Duis autem
vel eum iriure dolor in hendrerit in vulputate
velit.
A Third -Tier Caption
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feugiat nulla facifeugiat nulla facilisis at vero eros
et accumsan et iusto odio dignquat, vel illum
dolore eu feugiat nulla facilisis at vero eros
ecumsan et iusto odio.lisis at vero eros et
accumsan et iusto odio dignquat, vel illum dolore
eu feugiat nulla facilisis at vero eros ecumsan et
Tukwila(wila
206-433-1800 1 tukwilawa.gov
TUKWILA BRAND STYLE GUIDE I 37
Display Advertising
Display adversing should be bold, simple and joyful. Imagery should convey a pleasant and
wholesome experience with an emphasis on clean outdoor environments in a safe, family friendly
community. Photography should be vivid and professionally shot depicting good people in great
places. Messaging should be concise and with an informal tone. Floating captions should include as
few words as possible — less is always more. The "tukwilawa.gov" url should be included in
all print and online ads.
Aliquam et nisi vel ligula consectetuer
suscipit. Morbi euismod enim eget neque.
Donec sagittis massa. Vestibulum quis
augue sit amet ipsum laoreet pretium.
Let's meet in -51kwiia
tukwilawa.gov
Half Page Ad
38 I TUKWILA BRAND STYLE GUIDE
Let's fly in
Tukwila
Aliquam et nisi vel ligula consectetuer
suscipit. Morbi euismod enim eget neque.
Donec sagittis massa. Vestibulum quis
augue sit amet ipsum laoreet pretium.
tukwilawa.gov
Full Page Ad
TUKWILA BRAND STYLE GUIDE 1 39
Branded City Vehicles
40 I TUKWILA BRAND STYLE GUIDE
Utility Truck
TUKWILA BRAND STYLE GUIDE I 41
Wayfinding Signage
Gateway
CO 42 1 TUKWILA BRAND STYLE GUIDE
T Comm Center
F Flight Museum
F Foster Golf
Downtown -
Vehicular Guide
TUKWILA BRAND STYLE GUIDE I 43
Resources
For more information and assistance regarding adoption and use of the
Tukwila brand and visual identity, e-mail us at the Tukwila Xxxxx office:
xxxx@tukwilawa.gov
Visit us online at : tukwilawa.gov
The Tukwila brand strategy was created following extensive research and
community consultation by Total Destination Marketing.
DestinationBranding.com
The brand identities, graphic assets and brand style guide were designed by
Axia Creative, Inc.
AxiaCreative.com
44 1 TUKWILA BRAND STYLE GUIDE
TUKWILA BRAND STYLE GUIDE I 45
The City of Tukwila
congratulates the
2017 winners of
the King County
Executive's Small
Business Awards.
Small Business of the Year
ODIN BREWERY
odinbrewing.com
402 Baker Blvd, Tukwila, WA
Exporting Small Business of the Year
INDUSTRIAL REVOLUTION
industrialrev. com
5835 Segale Park Drive C, Tukwila, WA
Green Small Business of the Year
PACIFIC RIM ENVIRONMENTAL
pacrimenv.com
6510 SouthcenterBlvd, Tukwila, WA
Tukwila;wila
Interested in bringing your business to Tukwila?
Call Brandon Miles, Mayor's Office at (206) 431-3684.
Tu kw jaNa.gov