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• July 15, 2008 AGENDA ITEM 5 REQUEST APPROVAL OF TAGLINE FOR THE CITY OF TRACY BRAND BASE CA EXECUTIVE SUMMARY The Consultant (defined below) has recommended the following tagline for the City of Tracy Brand Base: Think Inside the Triangle (the "Tagline"). DISCUSSION On June 17, 2008, the City Council approved the following character voice for the City of Tracy Brand Base: • Inspirational Speaker Voice/first person (the "Character Voice"). NAPPIC Communications (the "Consultant") also engaged the City Council in a discussion regarding taglines. A tagline is a phrase that captures the imagination, direction or essence of an organization and communicates it to the desired target audience(s). For the City's purposes, a tagline should speak to and about the community in a way that is inspiring to the adopted target markets. Taglines should be easy to remember and roll off the tongue. They can be used to articulate an organization's vision or unique position, convey essential qualities of a brand's character, emphasize a compelling `consumer' benefit, and the brand message should always be aligned with an intended target market. The Consultant is recommending the following tagline for the City of Tracy: • Think Inside the Triangle. The Consultant feels this tagline speaks to and for the community of Tracy in a way that is inspiring and inviting to the target audiences identified. This tagline is unique to Tracy and differentiates the community from its surrounding communities. Think Inside the Triangle promotes location by pointing out the geographic identity of Tracy, with the City being surrounded on three sides by Interstate Freeways (1-205, 1-580 and 1-5). In addition a triangle is formed around Tracy when you connect the three major metropolitan areas of California - Sacramento, San Francisco and Los Angeles. This tagline is also a fun play on words, similar to the phrase Think Outside the Box, Think Inside the Triangle is catchy and playful which works well for a young Tracy population as well as providing a fresh idea for businesses outside of Tracy. The Consultant also feels this tagline lends itself easily to strong visual representation and many ways to extend this tagline such as: • Live Inside the Triangle. • Work Inside the Triangle. • Play Inside the Triangle. • Get Inside the Triangle. • Celebrate Inside the Triangle.