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Agenda Item 5 July 15, 2008 • Page 2 Building a Brand Base is a step by step process where each previous step provides the foundation for the next step. Therefore, it is critical that there is approval and sign-off each step along the way. It is customary for formal approval sign-off prior to the next step of the process. Upon approval of the Tagline by the City Council, staff will execute a milestone approval agreement. Any changes after the milestone approval agreement has been signed will result in a change order and an increase in the fee for services. The Consultant also desires the City Council to participate in a discussion regarding the City of Tracy's vision, mission and values statements. Vision, mission and value statements spell out the essence of an organization's beliefs and values and define its place in the world. They establish the long-term direction that guides each and every aspect of an organization's daily operations. A vision statement expresses an organization's ideal goal and reason for existence. A mission statement provides an overview of the group's plans to realize that vision by identifying the service areas, target audience, and goals of the organization. Value statements express the guiding principles by which an organization plans to carry out its vision and mission in the ways it conducts its daily business. In an effort to determine the appropriate vision, mission and value statements for the City of Tracy, the Consultant reviewed the City's existing vision, mission and values statements • and interviewed the City Council and the City Manager to gain their respective perspectives and insight. Further, the Consultant distributed a survey to all City employees to determine if the employees have a similar view on these issues. It is important that employee's validate the mission, vision, and values for its successful implementation. The employees' responses to this survey are due on June 23, 2008 and the Consultant will summarize the results of the surveys on July 1, 2008. FISCAL IMPACT There is no fiscal impact to the General Fund. The consultant cost is included in the FY 07-08 budget. RECOMMENDATION It is recommended that the City Council, by resolution, approve the Tagline (as defined above). Prepared by: Arnie Parker, Economic Development Analyst Reviewed by: Ursula Luna-Reynosa, Economic Development Director Approved by: Leon Churchill Jr., City Manager Attachments— Resolution s