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COW 2017-12-11 Item 4C - Discussion - Tukwila Tourism and Economic Development Branding
COUNCIL AGENDA SYNOPSIS I,ziIials ---- Medi Its Dille Prrpamd by Mayar's rr'riew Council m 'iew 12/11/17 BM /i'/ (_ PLR 0 Ordinance Mtg. Date ❑ Bid Award A11g Dale ❑ Public Head A11g Dare ❑ Other Mlg Date CATEGORY Fri Discussion ►1 Motion ,111g Dale 11kg Dnle 12/11/17 SPONSOR ❑Connex/ ki4 Mgr/. ❑! IR DCD ❑Fi'lance ❑Fire i1 TS ❑P yR ❑Police ❑PIi. ❑Corm? SP()Ns()1Cs In December of 2016 the City Council authorized the Mayor to enter an agreement with St1111M.1It1" 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. Staff will present the draft, final products. R1:1'11:1W"I.I) 131' ❑ C.O.W. ❑ 'Frans &Infrastructure IDATE: 11/27/17 ITEM INFORMATION ITEM No. 4.C. & Spec 3.D. S'I.11'I' SPONSOR: BRANDON J. MILES ORIGINAL AGI'ND:1 DAT] 12/11/17 AGENDA I'i' NI Tina? Tukwila Tourism Branding: and Economic Briefing on the branding development efforts for the City's Development activities. 12/11/17 ❑ Resolution APP& Date 0 Ordinance Mtg. Date ❑ Bid Award A11g Dale ❑ Public Head A11g Dare ❑ Other Mlg Date CATEGORY Fri Discussion ►1 Motion ,111g Dale 11kg Dnle 12/11/17 SPONSOR ❑Connex/ ki4 Mgr/. ❑! IR DCD ❑Fi'lance ❑Fire i1 TS ❑P yR ❑Police ❑PIi. ❑Corm? SP()Ns()1Cs In December of 2016 the City Council authorized the Mayor to enter an agreement with St1111M.1It1" 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. Staff will present the draft, final products. R1:1'11:1W"I.I) 131' ❑ C.O.W. ❑ 'Frans &Infrastructure IDATE: 11/27/17 Mtg. I4 CDN Comm ❑ Finance Comm. ❑ Parks Conlin. COMMITTEE CHAIR: HOUGARDY ❑ Public Safety Comm. ❑ Arts COMM. 1 Planning Comm. RECOMMENDATIONS: SPc1Nst )It/r\u "WW1" iIN. Mayor's Office/Economic Development l': Unanimous Approval; Forward to Committee of the Whole COST IMPACT / FUND SOURCE ExPi NDITLIR1: RI•:t 1:11 l,1a AMOUNT BUDGETED APPROPRIATION REQUIRED $N/A $N/A $N/A Fund Source: N/A Comments: N/A MTG. DATE RECORD OF COUNCIL ACTION 12/11/17 MTG. DATE ATTACHMENTS 12/11/17 Informational Memorandum dated 11/17/17 Draft Brand Blueprint Draft Brand Checklist Draft Style Guide (updated after CDN) Puget Sound Business Journal Ad Minutes from the CDN meeting of 11/27117 139 140 TO: FROM: CC: DATE: City of Tukwila Allan Ekberg, Mayor INFORMATIONAL MEMORANDUM Community Development and Neighborhoods Brandon J. Miles, Business Relations Manager Mayor Ekberg 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 Councilmernbers, 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. 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. 141 INFORMATIONAL MEMO Page 2 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 TOM. 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. (t 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. 42 Z,lCouncil Agenda Items1Mayors OfticelBranding (Do not delete until Decemder(CON. 2017.11.271FI14AL MBMO.doc INFORMATIONAL MEMO Page 3 • October 2, 2017: The City Council adopted a motion selecting the brand mark, shown below, for the brand. Q�Ti�kwila Ti�kwila� DISCUSSION TDM has completed its work and has provided the City with the following draft documents for the City's review: 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 words'. 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 managernent 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 to 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. As has been noted throughout this branding process, this brand does not replace the City Seal nor would other City Departments replace their own logos or images. The Style Guide includes various examples of the brand marks being used. These are for illustrative purposes only and are not intended to reflect what the City might design in the future. Z:1Council Agenda items\Mayor's Office\ anding (Do not delete until Decernberj\CON. 2017 11.27\ FINAL MEMO.doc 143 INFORMATIONAL MEMO Page 4 5. Supporting Parks and Recreation Public Arts Plan. 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. 144 Z:iCouncii Agenda llems1Mayors OfficelBranding (Do not delete until DecemberliCDN 2417. 11.2 1 NAL MEMO doc 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. Brand Management ... 20 Appendixi: Brand Advisory Committee ............... ...... ......................... 24 Created by: Total Destination Marketing www.destinationbranding.00m 145 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. i.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 20,000 cities, 3,400 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. 2 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 Appendix 3 - 148 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 (2o 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 201] 4 3.a 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 7.o 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. 1 ukwila Brand Blueprint aO17 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 ail 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-culturafism 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 Tukwila l3rand Blueprint 2Q77 7 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 metropolitans 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 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 9 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 stimulatiing 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 i, cinemas, 'FEY, 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 malice Tukwila the best shopping experience in the Northwest. • Fun with Friends: Tukwila is the idea! 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 (I-5 and 405), Southcenter and Tukwila are easily accessed. This makes Tukwila an ideal hub for commerce, workers, residents and leisure, The Southcen ter 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 witch 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 i0 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 rot 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 fife. • 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 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 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 900,00o households, with 2.17 million people who live within 30 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 80 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 9th 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, 1FLY, 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 13 157 7.o CONIN1UNICATING 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 15 159— 160 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 Mainly reside in Seattle — Olympia corridor See also: All Audiences, Shopping Year-round fun 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 :6 • Take in a movie or go bowling Millennials International 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 See Also: All Audiences, Shopping Enthusiasts • Close proximity to SeaTac which has direct flights to over 20 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 See Also: All Audiences, Shopping and Delegates ■ 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 162 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 acid 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 Millennia's 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 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 1G3 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 550 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 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 11.0 BRAND EXPERIENCES 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 Brand Management Checklists. They address: • Attractions and activities ■ Outdoor recreation • Cultural attractions ■ Placemaking and wayfinding ■ Lodging, restaurants and hospitality n. 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 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 ©mar Lee Washington Place David Krueger Wig Properties Tukwila Brand Blueprint 2017 23 168 TUKWILA BRAND CHECKLISTS t. 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 Appendixis Brand Launch ......... ... .............................. ...... ....... . .... 28 Created by: Total Destination Marketing www.destinationbranding.com 1 170 to INTRODUCTION The Tukwila Brand Checklist is designed to be used in conjunction with the Tukwila Brand Blueprint and Tukwiia'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. Itis important to note that this is not a "To Do" list, action plan or marketing plan. 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. Saab' Media Minbiie Apes Urban Des ign Brand Experence Events Prompt Ions Information Visitor Services Advertising Websites! Internet Destination Promise"., p Pan nershrp Merchaud,se Training Publications Public Relations Databtse Ma rken nn f3111ribu110n 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? 3 172 3. BRAND MANAGEMENT CHECKLISTS Some places make the mistake of believing that their brand will be operating at l00% 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 90 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. ❑ 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. ❑ 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. O 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 . ❑ 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. ❑ 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. 4 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. D 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. O 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, O 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. D 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, 5 1(4 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 30 days, then ongoing. ❑ 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. 0 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. El 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. r7 Marketing Supplier RFPs. The OED should initiate an RFgf 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. IJ 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 (brags, 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 6 2. Make your content visible on the first page in Google using SECS 3. Research content that audiences need and will share 4. Use content to convert a lead into sale 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 io. 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 0 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? 0 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'. ❑ 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. Q 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 DMIOs 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. ❑ WIIFM? To check that brand communications are experiential and 7 175 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. CI 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 far 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 Fines can sometimes be blurred between earned and owned media. 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, Tike 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. 8 Advertising Public Relations Search Engines & Linking ▪ Web Research ' Situ Hub A e Commerce Mobile Apps Soda Media kir Brochures/ Information —1414, Database Marketing 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 O 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. o 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. 0 Brochures: Brochures, maps and flyers continue to play an important role in the decision-making of visitors who have already left home. Visitors commonly 9 1B 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 dearly 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. d Register Domain Names: Determine the ideal URLs and domain names for conveying and protecting the Tukwila brand identity. ❑ 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 10 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 dear 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 ID 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 11 visits and press releases to support the brand. ❑ 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. IJ 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. ❑ 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 took that check hundreds of websites. TripAdvisor branded sites make up the largest travel community in the world, reaching 340 million unique monthly visitors and 350 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 12 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. IJ 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, repast appropriate short articles. © HelpAReporter.com: HARO provides sources daily opportunities to secure valuable media coverage from journalists and well-known publications. By signing up for this free i3 181 182 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. White 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 & Book Arrival There are important touchpoints in search each stage that can have a profound 000000•ol000,„,00''0000,„,ovl00000•o° 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 The Visit The Total Destination Experience interest in visiting the city may not be fulfilled and they might be lost to a competitor. 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, eft. 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. �4 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 wilt 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 15 183 -- 184 • 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 16 • Freeway exit signage ■ GPS Functionality Pacemaking ■ 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 Event sponsorship Flags Interviews Invitations Musk 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 • • 1 • • 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 - AjV Presentation -- personal Prizes Refreshments Script and message Signs Table displays Training for event • Shuttle buses ■ Taxis, Lyft, Uber ■ Temporary signs 17 t85 Merchandise • Calendars ■ Can holders • Caps • Carry bags • Coasters • Drink glasses • Flash drives Municipal • Advertising • Community awards • Bill stuffers • Codes, regulations, permitting • Displays • Events • Lifts to VI PS ■ 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 Way -finding 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? • 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 wellbeing 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 City Gateways WSDOT signs are adequate. Improvements will be identified in a detailed wayfinding assessment. Tukwila and Southcenter gateways do not stand out and do not provide a welcoming sense of "place" for visitors. Vehicular Directional Pedestrian Directional Map Displays/ Kiosks Directional signs that guide visitors through Southcenter are inadequate and dated. Integrated pedestrian level signage across the district does not exist and would be beneficial in several areas. 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 Racks Hotel tourism brochure racks seem to only include material on 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. 19 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 rnore 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. 20 Trails/bikeways — Green River Trail The trail with the closest connectivity to Southcenter and the mall 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 Street Banners 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. 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 Streets The team received consistent feedback that there is the need for at 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. 21 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 go 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. iJ 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. O 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 22 © 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. ❑ 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. 192 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. d 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. d 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. © 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 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 Brand Awareness Perceptions of Tukwila Actions 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. Actions Performance Indicator Customer Profiles Digital Analytics Marketing Programs Market Share 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 • 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 Community Advocacy Brand Adoption Actions 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. Community Brand Support 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. Co-operative Support Stakeholder Feedback 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 Brand Consistency Actions Review the appearance and content of all appropriate marketing materials produced by partners. Monitor message alignment including those produced outside of the city. 26 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 Customer Satisfaction Experience Development Actions 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 mufti -product offerings to erasure they demonstrate on -brand experiences to successfully meet customer needs. 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 nonprofit 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 • 1 28 1 g6 How These Guidelines Work Tukwila Brand Anatomy What is a Destination Brand? Why Does Tukwila Need a Destination Brand? The Tukwila Brand Signature Experience Themes Emotional Benefits Brand Personality Copy Style Key Words and Phrases Photographic Style Matching Brand Messages to Our Markets Bringing Our Brand Experiences to Lite Visual Elements Logos Logos, Extended Forms Swoosh Effects Colors Ctear Space Minimum Sizes Prohibited Uses Typography The Applied Brand Business Cabinet Rack Brochure Visitors Guide Display Advertising Wayfinding Signage Resources 3 5 5 7 9 11 11 13 13 14 16 17 20 22 24 26 28 29 30 31 34 36 38 40 42 44 2 I TUKWILA BRAND STYLE GUIDE CO 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 frnages and subjects that should be used to present the Tekwiio brand SOME of the images used in the Guide are from stark images that may feature subjects ad tocatinns outside of the city, and are provided as examples only. 1IUKW1LA BRAND STYLE GUIDE I What is a Destination Brand? A destination brand makes and tuthils a valued promise. 11 is a unique blend of physical, intangible and emotional benefits which dearly 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 ofTukwila 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. T11KW1 A BRAMD $irtE GUIDE 1 5 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 a hub of multi- culturalism in the Seattle area. For: People seeking outstanding shopping, family entertainment or fun with friends in the Seattle Metro °nay: Tukwila Provides: The 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 Tll6WILA BRAND STYLE GUIDE 1 7 Signature Experience Themes just as a handwritten signature is the distinctive mark of an individual, signature experiences are the distinctive encounters or interactions that convey the distinctiveness ofTukwila's destination brand. Key Experience Themes These themes should receive greatest prominence in future 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. • 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 These are the experience themes that play a support role for Tukwilas Key Experience Themes and may not always be a leading focus far communications and investment_ • Accessible: With dose proximity to key markets, excellent public transport, ctaseness to SeaTac .and convenient Freeway access, Tukwila is easily accessed. • Multi -cultural: With representation from cultures around the world It's easy to find exotic authentic cuisine, colorful events and crafts. • Events: There's airways something happening with community events and festivals. • Outdoor Recreation: Excellent parks, greenways and trails, and the Tukwila Pond that are ideal for active recreation or just admiring view_ TUKWILA BRAND STYLE GUIDE 1 9 Emotional Benefits Emotional benefits reflect haw we want Tukwila's customers to feel through theircontact and experiences with the city. The Tukwila brand provides a sense of • Fun & Excitement: days packed with exciting encounters whether tasting new food, exhilaration of 'lying-, laughing with friends, cheering at events, or the pleasures of dis€overing bargains. • Relaxation P. Escape: a few' hours era few days here away from the stress of the ev- eryday can give you a new lease on fife. • Camaraderie & Togetherness: time here sparkcloser personal connections that roster 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 & Relaxed • Eclectic & Diverse • Engaging & Sharingg • Fun & Exciting • Energetic & Colorful • Welcoming & Friendly TUKWILA NANO SME WIIOE I 11 Copy Style Tukwila brand will be imbedded In the copy for brochures, web sites. advertising, online communications and cohateraI 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 Fallowing are some of the key words and phrases that are Important when communicating the Tukwila brand. Accessible 1 Affordable 1 AR in ane plar__ I Ideal Base Celebrate 1 Community Spirit 1 Convenient 1 Discover Diverse C Rejuvenating 1 Easy I Eclectic Enriching Escape 1 Exciting Exhilarating I Ex stir_ Fun 1 1 Genuine 1 Camaraderie Immerse Yourself 1 VALUE FOR MONEY 04 1 Savor Open Air 1 Trendy 1 Colorful Refreshing Vibrant 1 Revitalizing 1 RECHARGE 1 Peaceful Trails TUKWILA BRARM STYLE GUIDE 1 13 Nigh quaff y_ : phy can be one a e communication elements in the la brand toolkit. This is because our distinctive sense of place, seasons, moods scopes and activities make Tukwila extremely photogenic. Questioner to ask when selecting images to reflect the brand are: SoUNOT.Ar[J Are the images believable? Are these real people doing real things? Do the subjects took 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? BRAND ST L.E GUI Q 01 0) Matching Brand Messages to Our Markets These are the grey messages that should be conveyed to target audiences. Each target audience will be fine-tuned annually according to available budgets, opportunities. and events. MARKET KEY MESSAGE All Markets Tukwila is the Seattle Metro's most accessible, convenient and affordable Fun destination for alt ages. Tukwita is the hub of multi-culturalism in the South Seattle area Family Fun 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. 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 stares. It offers the type of 'one stop' shopping that is unique in WA. Millenniats 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 chose to SeaTac and is the ideal place for outstanding brand bargains and myriad exciting places to enjoy between flights. Bringing Cur r Brand Experiences to Life Consistently delivering memorable brand experiences will require a 360° focus invoving many partners. The programs for activating these experiences and bringing ow signature brand experiences to life are outlined in the Tukwila Brand Blueprint. They address: • Attractions and activities • Outdoor recreation • Cultural attractions • Placemaldng and wayfinding • Lodging, restaurants and hospitality 16 I rUKy,1Lh BRAND STYLE GUIDE TLPKW?LA BRAND STYLE GUIDE 1 17 Logos 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: btack 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 crapped as a dramatic graphic motif. Logotype The logotype suggests simplicity, approachability and artistic expression. I can be used as a subtle stand alone identifier or paired together with the pulsar for a stronger brand message, 20 1 TUKWILA NANO STYLE GUIDE Tukwila Horizontal Logo Used as the predominant version in applications where the brand needs to be evident and where vertical clear space is limited. r$T41(.1Alila Stacked Logo Used for the same reasons as the horizontal logo except for applications where horizontal clear space is limited and vertical dear space is ample. It is considered subordinate to the horizontal logo but should be used to suit the application,. Stacked Logo Odternate) Primarily ,used for small applications that are intended to reinforce the flavor of the brand. ft may be used for larger applications where there is a desire to showcase the pulsar. 1T&wik TUKWILA BRAND STYLE GUIDE 1 21 Logos: Extended Forms Pulsar For rose in full color applications fi With state Black against extension white N jA Logotype Ti41(wila Tukwila Tutkwila WAS 111t TOM Horizontal Logo (5-1111(vvila CTit1'i Stacked Logo Stacked Logo (Alternate) 22 1 TVKAILA BRAND STYLE TiJIOE Titiclivila Tukwila TKkwila 'NTS ••lii•• (44) 41) White against black White against colors and textures (see last item on page 30) TLIKWILA BRAND STYLE GUIDE 1 23 Swoosh Effects Poations of the pulsar can he cropped and positioned for dramatic swoosh effects. When used in this manner, the end result should obscure the pulsar a minimum of qo%. Pulsar is obscured Less than 40% Pulsar is Obscured more thea IO% 24 I TUKWILA BRAND SME GUIDE TUK'H10, BRAND STYLE GUIDE I 2S Tukwila 26 1 TUKWILA BRAND STYLE GUIDE Colors The Tukwila Brand is supported by primary, secondary and gradient colors. These color sets reflect the diaraeter 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 prirnary set. These are to support graphic articulation. The gradients are blended composites of the primary colors and are used to articulate the rings in Itie pulsar symboL All colors are broken down into reproduction formulas for print/painted mediums (COVE), digital processes (RGB) and web media (HEX). Primary Secondary Gradients wrr 77Niofo me 97A35L'.S7 NEJL fier A'7 erne ace oh74An H of *ANEEi Pair Mt Chas% ressWo PG® L7y414041 I L .4901,11 Moor CM wtaysro PLE 21.9,1342) NEIf FRDEh7 O M *Ow* 1/▪ ER FTk3d41I no+ c o Rf IIT$ t14rn7=aa H EX itiogi6C GIM vutoldoola moo wvrre1,4 xFx arltrrrr era 5P/s175 [ref nhyghns RGB 357x3= w rs xytFHu WIMP GPM crbhro HF1 =75f577=73 NFI :F1ff Fier _ moY {a% ]o% fr% ® wx )O% sr% sox 70% aa% 3o% 704 so% ;.s 13% r5% 30% p5r.. 30% as% iss% 30% ns% air% la% es% I5% 5 5' Gradient 1 Gradient a I sem+ Gradient 3 TUKWILA BRAND STYLE. GUIDE 1 27 Clear Space The clear space or no -invade area around the logos must be maintained at all Limes. 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 ofa background fretd or the nearest edge of another graphic or visual element. x x WASH1tl.GTgtl x x 28 1 TUKWILA BRAND STYLE GUIDE Auks HI NG7bN X Mitlimost RD We* MAralik Minimum Sizes Logos that include "Washington" shall never be reproduced where "Tukwila" is less than 2.1/13" in length. Logos that are without "Washington' shall never be :reproduced where "Tukwila is Tess than 11/2" in length. An isolated pulsar shall never be reproduced less than a/4" in Length. Minimum size may also be determined by the quality of specifc reproduction process, background contrast or final output resolution. All applications of the logos shall be clean, crisp and Fully legible. t h' Ti.4kwiir T krn'41c TUKWILA BRAND STYLE GUIDE I 29 Prohibited Use - Wekorne to T1l wilit Tlkwilet 01TAkivilia Do not rearrange or change colors. Do not obscure any part of the Logo with imagery. Do not rearrange or change elements. Do not inwade clear space. 4)1741(wiiet OTC4killik Do not use a single color other than black on white unless otherwise indicated in this guide NT - Sky Diving Do not rotate the logo. toTtkwik Do not add a graphic drop Shadow to the logo, 30 I TUKWILA. BRAND STYLE GUIDE Do not use the logo within another Logo or identity 6-Foolot Do not use the color logo against a background color other than white. black or a light neutral texture. Donot squeeze or stretch the logo. Do not outgne any part of the logo. Do not use white logos against low contrasting colors or complicated textures.. Typography Typography is a powerful tool used to support the Tukwila brand and should be used in alt forms of wisual communications to maintain a strong and oniMed brand expression. Meta is the primary, font family used to support the Tukwila brand in all marketing communications such es ads, brochures and other forms of pont and digital mediums - For day-to-day correspondence. use Calibri which is part Grille standard haicrasatt tont library. Even though it slightly different, it aligns well with Mela and is available to correspondence recipients so your documents will not default to a random Font on their system. Calibri numbers are a good alternative to use with Meta. They are the traditional "in fine' format as opposed to Metas "hanging figure" Format. Suomi Hand is the Font that the logotype was based on, It may be used for brand sub heads or short captions, but it is recommended that 11 be used sparingly and only for special treatments. Meta Normal* ABCDEFGH1JKLMNOP abcdefghijklmnlmnop 1234,56789o&@ Meta OT ABCDEFGH!JKLMNOP abcdefghijkfmnfrnnop 12345678908 Meta Bold ABCDEFGHIJKLMNOP abcdefghijklmnlmnop 1234567890&@ Suomi Hand / �/r 1150E 6 <LM �} f Abrofef9hi,ornia ..dr Calibri Regular* ABCDEFGHIJKLMNOP abcdefghijkimnlmnop 1234567890&@ Calibri italic ABCDEFGHIJKLMNOP abcdefghijkimnimnap 1234567890&@ Calibri Bold ABCDEFGH1JKLMN0P abcdefghijk1mnImnop 1234567890&[ .Includes additional font versions. All tants can be purchased from myfones.cam and fants.conr. TUKWILA BRAND STY7E. GUIDE I 31 Ni Brand Applications Business Cabinet Le'rerhead 11410•116t. arr...t r.wx.. �yµ Envelope c��i�kw11A Ole .111.111 rsrob•MIL biblibmr. tbNiklmi rraoks 1 Wag babes aha, K rum tIV19 aJa3-11 Der afTWeL * UPC. gona.Tin rtiQ 'drF 'NR el -A1 _. i_.'0 E-mail Signature araredon J. Mires e, rrns a.at«n Manager LOTiitiNik 34 1 IUXWIIA BRAND STYLE GLIDE TUKWILA BRAND STYLE GUIDE I 35 A Bold Caption Sets The Message In Motion Rack Brochure Ins+de Spread An isolated'sidteneent puts env hn54 on a key Ter bvdfar ortrilhute or pew o) irleerest TTt,E_r ip$um dolor sit enol, consedehtn adpatlllg eritsed dim usurer rah nismod linpdsrd el. +Borrel &lore rrrasra rn era t vol -spat cond•Tier C,aptson Carries the (Message &len ad mtmm renL&' , e -ss rostrurt [herd ;allnn r sysfipit Whtrtis nis° uL a4q.ni2 ez ea rommodn at Chis Bales lei even inure dolor in hendreol in veR es5e rna°2sIie ennser ua°. vel ilium dabre eu Il'd fa diets al veno eros et arunxan el halo olio Mande prarsent Iuptalum urldelerit augwedun. fenis Spec rsit a so daSrns ..... adipisdng eN_ Sed dam nomsmmg nihh euismad credunt ut laoreet dna mare aliquam end volutpaL lA eriai ervm ad minim venom. gain 'untold eerd LLam inIp rmrm s>seigil Cover panel 315 I TUKWILA BUM SME GUIDE toren ipsum dolor sit arnet coreectetuer a3ryrsdng e5R, ud Crum nommen,. nibh Hamad linddunl ut honer dolma, mama arquam era° volutpat. A Second -Tier Capbon Features More Attributes IIA tots: earn ad minim venim lours nnstsud meal talion ullarrnorper eastipit tdborts ns! ut aliauip oo ea comrrodo cansegval. Dais a mem net corn nitre dear it hmdnerit In vulP4zle veli esse moles& comm.% vel ilham dnlore r� rersiar nulla fadliss at sem oro Dlandn gratIenr lupalorn fznl delenit auex dui€ ores 'Nu, Solar sit Amer, can ecfetuea adpsring diL sed dram ranummy r. trh eursr,od :incident ul A Second -Tier Caption Summarizes the Message Ik »%i nem ad maim venom gr.is nosrmd eaeen Wen ullarmarrer Sun eit Inbneiis nis! ut atirpep es ea commode cortsmal. DIAS Bittern vel ever inure rigor m hendrern n vulpurale vet Tt¢d•Tkr Caption rtsse mokstie coraegoat, 'eel .Sour &Bova es 'e r ar ro-na rac3reugat rd 1.3ti>5 at veru eros et anvmsan el iusla ado dgrqual, vel Burrs da!are ea rengiat nub radlsis at +oro ems ecumoan H knin Mi' osis at nem eras el accumsan el iasto oda digguar, vet durea dealt eU Feuelal nurla Fadrnis a° vera ern merman el An dsniatrd orrrfereeM puts emphuse5 un key Tukxdfo oetrihute erpolnt of Sourest. '06'433 -IFS I illkWiraea.gov EMKWMIA BRAND STYLE GUIDE 1 37 Visitors Guide 38 1 TJK'' 'ILA &RANO STYLE GUIDE N SmaII SLJV TIIKWILA BRA D STYLE GUIDE I 39 Display Advertising Images included in display advertising should tell Tukwila's story as a friendly and welcoming place for fun wall friends. outstanding shopping and family entertainment. Copy should be concise and with an informal tone. Floating captions should include as Few words es possible — less is always more. Tukwita's tourism URL should be included in all ads. Online ads should include website links and key social media icons. Campaign Header Her: slmun e , I wi 1ig41a i[�5e[le#�nYSYSf L dk4 bl Pi5a10 l prim ere neYue. Draws swells nes 529111ih maw. VesRYe 52 M'n IV5u+`IOW a i.$1.*H frons bowl p ... 2. tluhur pis anus !Innen lnss. Lyme wawa_ kkq urn et tial tel my {rnymppprypp5ypreh Velb1 ei5 >d Twig an lIMAM Ibidhen 44.11. ird.d.n laws. r`° pa. vssobuhe Half Page Ad FIJI' ?age Mr.. 40 1 TUKWILA BRAND SME GUIDE TUKWILA BRAND STYLE GUIDE 1 11 Wayfinding Sig,rldge Wayfinding signage is an important part of community place -making -Aesthetically, it helps create a unique experience of plate. Functionally, it provides efficient guidance through a community and to destinations within it. Two key components of a wayfnding system are guide signs which include vehicular and pedestrian direttionals, and identity signs which include area gateways and faciEity identifiers- The effectiveness of the entire system is dependent an a well-planned wayfinding strategy- placement, messaging and legibility. *Concepts Only: Not for Actual Usage T Comm Center E Flight Museum Foster Golf Downtown 4 TkwtI* 42 1 TU%WILA BRAND STYLE GUIDE Ni Large Gateway Monument Small Gateway Monument JP TUKWILA BRAND STYLE GUIDE I 43 Resources For more information and assistance regarding adaption and use of the Tukwila brand and visual identity, e-mail us at the City of Tukwila: brandon.nitestgtukvrilawa.gov The Tukwila brand strategy was created following extensive research and community consultation by Total Destination Marketing. nssenatIon&anding.cam The brand identities, graphic assets and brand style guide were designed by Axia Creative, Inc PadaCrea6ve.com 44 1 TUKW1LA RANO STYLE GUIDE 7UkYAtA MOD STYLE 6U1Ot 1 45 City of Tukwila 6200 Southcenter Blvd. Tukwila, WA 98288 tukwilawa.gov 222 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 Icw'r�ella. gov 224 City Council Presentation (i."-NTIk..wdot Branding Update Branding Project What is Branding? "Branding is what people say about you when you aren't in the room." Branding Project What is Branding? Alignment of activities. Touchpoints. It's not just a logo and a wordmark. It's what you want to be known for. Marketing and Branding are not the same. Distinction N CD Branding Update Process Step 1 Assessment and Audit Action and Afterwards Adoption and Additudes Analysis and Advantage Alignment Activation Articulate Step S Engagement ■ Interviews (42) ■ Workshop (20) ■ Destination Assessment ■ Community - Stakeholder Survey (233) ■ Seattle Metro Research (n1,400) ■ Tukwila Residents (Image Research n174) ■ BAC and City Council Meetings ■ Stakeholder Check In Destination Assessment Strengths ✓ Getting There: Rated Excellent - access, multi transport options, free parking, less stressful ✓ Attractions & Activities: Rated Excellent — Shopping District, Museum of Flight, Family fun ✓ Family Entertainment: Rated Excellent — iFLY, Family Fun Center, Round 1, etc — emerging competitive edge ✓ Racial and Ethnic Diversity: High recognition / support from locals, few visitor experiences, limited cultural expression — conduct a cultural audit of community Destination Assessment Needs Improvement ✓ Placemaking: Street vibrancy, banners, flower baskets, public art ✓ Community-based Market: No farmer's, community or craft market ✓ Public Events Venues: Need for public gathering places for events of all sizes in Shopping District ✓ Tukwila Pond: Many interviewed support development of Pond as green space and gathering place ✓ Pedestrian Street: Dedicated to outdoor dining, bars, entertainment, playgrounds, and open space for small iFly Seattle events, opportunity for independent ethnic restaurants Tukwila's Brand Story 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 the hub of multi-culturalism in the Seattle area. The brand essence is: Accessible fun Brand Pillars: Signature Experiences: Accessible Fun: Brand Platform i-,-��IIIIII` y!I %iiaallitIll�lllp 1411IIu1 ,,,Nin ///I/11lffllltllla7iy;rv" IIr4MW,,*J Development Emotional Benefits We want visitors to feel a sense of .... Fun & Excitement Camaraderie & Togetherness Relaxation & Escape Brand Documentation Tukwila, WA Brand Checklists November 2017 The Brand and Messaging How to deploy and manage the brand Ti4kwila Brand Style Guide How to manage the visual identity Tukwila, WA Brand Checklists November 2017 How to Deliver Tukwila Brand Experiences Brand Experience Delivery ■ Attractors and Activities ■ Cultural Experiences and Events ■ Infrastructure and Amenities ■ Placemaking ■ Wayfinding and Signage 1-Triti(viiittk u KW 1 LA Concept 1 Concept 2 TUKWILA Concept 3 / Thkvikt Tip wi o� Swoosh Effects 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 do%. Pulsar is obscured less than 4095 24 I TIIRWIIA BRAND STYLE GUIDE Pulsar is obscured more than 9090 Logo Variations Lagos There are Fee mos dual or used to idenPly and proowte Pre Chy a1 tuarnld fedi lnduda eidended koro_ to sa_Cspecilic application Tprrmoto. The flyo logos end Moe e%leided laws may he reproduced In single rolur block on wink naC4.3,45 or of to on dark l ckg-aurds. Rdaer The wiser symbol repre5aetf a convergence of alergles, a blond el Caceres Ilnd the spank of cleePe expression 11 oho loosely recluse -05 a calling of a emana00n or a x000 or converging roads end paths. 1 man ea wad as en so Sam V01010 poncluegan W partalee slopped as a rework grophk mode ttrtmdd lova Used as the prede minant version ler appl battens where the brand needs to he notate and vdtere vertical dew apace a healed. (r)Ti�kwik Shdlld Lego Used ler the same seasons as the hauzdn0L logo except fon Capitations shore horizontal dear samba rs pndted and ve0.ka1. dear Spade IS amok€. 11 i1 considered sutenlinate t0 the harjxa.501 logo ba should be lased 1 suit the veldadom Loltiypa Stedud told neem *00) The 101dlyFe suggests srmplclry, apprnathablltn ono adisllc expression. It can be used as u Sobtle stand a.are ideal =per or paned Inge4 er wdh the what kr a 55°onger bland 5nestsga. a t 10,040* 00000500E 0J0 Pdrrarpy reed 10r spall app Madera ihil ate Intended to aigrette the gavot of the 10100.1 Irwy be used her larger appllurionI whore there u a desire to showcase rhe war Tukwila 41Ik Tvikt%111' WASNI NGS6N Brochure A Bold Caption Sets The Message In Motion An isolated statement puts emphasis an o key Tukwila attribute or point of interest. m ipsum dolor sit ',met, consectetuer adlpisdng elit, sed darn ummy nibh esismod tioddunt ut lameet dolore magna am Brat volutpat. cand-Tier Caption Carries the Message enim ad minim veniam, quis nostrud exerci talon er suscipit lobortis nisi ut aliquip ex ea commodo . Ouis autem vel euro inure dolor In hendrerit in Ft esse rnolestie consequat, vel ilium dolore eu la facitisis at vero eros et accumsan et iusto odio ul blandrt praesent luptatum zml delenit augue dais. n Is for Sped& dolor sit emet, cons -... adipiscing elit, sed diem nontlnmy nibh euismod tintldunt ul laoreet dolore magna atiquam Brat volutpat. tit wisi enim ad minim veniam. quis nostrud exerti Mon ullamvlutp carper suscipit Lorem ipsum dolor sit emet, consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut faoreet dolore magna aliquam erat volutpat A Second -Tier Caption Features More Attributes 111 wisi enim ad minim veniam, quis nostrud exert tation ullamcorper susdp t lobortis nisl at aiioulp ex ea commodo consequat. Oslo autem vel eum blare dolor in hendredt in vulputate velit esse molestie consequat, vel'illum dolore eu feugiat nulla tacilisis at vein ero. Blandit praesent luptatum aril delenit augue duis orem ipsum dolor sit ',met, cons ectetuer adipiscing elft. sed diem nonuromy nlbh euismod dnddunt in An isolated statement puts emphasis an a key Tukwila attribute ar point of interest A Second -Tier Caption Summarizes the Message Ut wisi enim ad minim veniam, quis nostrud eaeml tation ullamcorper suscipit Iobonis nisi ut aliquip ex ea commodo consequat Ouis autem vel euro inure dolor In hendrent in vulputate ve& A Thhd-tier t.aptlon Sesse molesile consequat, vel ilium dolore eu feugiat nulla fadteugat nulls facilisis at vero eros et accumsan et iusto odio dignquat. vel Ilium dolore eu feuglat nulla facllisis at vero eros ecumsan et histo odio.lisis at vero eros et acumen et fust', odio dignquat vel ilium dolore eu teugiat nulla fadlisis at vero eros ecumsan et Tukwila 206-433-1800 I tukwilawa.8 ev Stationery C1T�kwila Advertising Allquam el nisi vel ligula consectetuetsuscipit. Motti eismod enlist eget neque. 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Vestibulum quis augue sit amet ipsum tweet pretium. tukwilawe.gov T Kt'ii1A Check in with City Council • Project Kickoff • Completion of Studies • Brand Essence • Visual Marks • Final Presentation To move forward with the concept presented to you this evening, the City Council is being asked to make a motion to: "Endorse the Brand Blueprint, Brand Checklist and Brand Style Guide as prepared by Total Destination Marketing to be used to promote City tourism for both daytime and overnight visitors:" 250 f T kwi City Council Community Development & Neighborhoods Committee COMMUNITY DEVELOPMENT & NEIGHBORHOODS COMMITTEE Meeting Minutes November27, 2017-.5:30 p.m. - Hazelnut Conference Room, City Hall Councilmembers: Kathy Hougardy, Chair, Verna Seal, Kate Kruller Staff: David Cline, Rachel Bianchi, Brandon Miles, Jack Pace, Moira Bradshaw, Stacy Hansen Guests: Richard Liu, Bellwether Housing; Jonathan Smith, Bellwether Housing; Alyssa Alcantara, Bellwether Housing, Charis Chin, Human Services Advisory Board; Jan Bolerjack, Human Services Advisory Board; Zak Idan, resident. CALL TO ORDER: Chair Hougardy called the meeting to order at 5:32 p.m, I. BUSINESS AGENDA A. Tourism and Economic development Branding Staff is seeking Council approval of a Brand Blueprint, Checklist, and Style Guide culminating *from the work performed by Total Destination Marketing (TDM) over the course of 2017. TDM was hired by the City for branding and marketingservices, and the project included stakeholder interviews, focus groups, a destination assessment, surveys, and an advisory committee. The City Council has been involved in decision-making about the branding throughout the year, most recently via approval of a brand mark/logo on October 2, 2017. Pending Council approval of the three brand documents, staff will develop an action plan for implementation. Councilmember Seal clarified that the brand is to be used for day marketing. Councilmember Hougardy asked about the existing monument signs. Staff clarified that this effort is not being proposed for any monument signs, Councilmember Hougardy asked what happens to the Brand Advisory Committee at this point. Staff suggested that they be transitioned to a smaller group called a Brand Leadership Committee that provides ongoing advice for the next one to two years. Additionally, regular meetings with stakeholders will continue during the implementation phase. Councilmember Hougardy asked that the material be shared with the council in advance of the December 11 packet since it is being contemplated for adoption on Decem ber 11 at the special meeting. UNANIMOUS APPROVAL. FORWARD TO DECEMBER 11, 2017 COMMITTEE OF THE WHOLE. B. Ordinance: Develo ment A reement with Bel wether Housi Staff is seeking Council approval of an ordinance to enter into a Development Agreement (DA) with Bellwether Housing for an affordable housing project to be located on South 152nd Street, bordered by the Avalon, Ambassador Gardens, and Seasons apartment complexes. Bellwether would like the City to modify its existing High Density Residential (HDR) regulations via the development agreement process to allow them to achieve a financially viable project that is in character with a transit oriented development. In 2016, the Council expressed support for 251