Page 390 - FY 2009 Proposed Budget

Invest in Our Economy

Goal 1: Enhance Economic Impact Through Development and
Redevelopment Efforts, Partnerships, and Investment Opportunities
Objective 2: Build a Strong and Diverse Business Community
Project Performance Measure(s) City Service Team (Department)
IOE ED Marketing Campaign Shared Services (Communication and
1.2.6 Legislative Affairs) and Economic
Development and Capital Investment (ED)
Summary:
Develop a marketing campaign to raise the profile of Milestone Target Date Status
nd
the City of Arlington Office of Economic Pick advertising firm 2 Qtr. FY 2019 100%
Development. Develop campaign 3 Qtr. FY 2019 100%
rd
theme/ED brand
After a search process, in June 2019 the CVB Develop materials 4 Qtr. FY 2019 100%
th
contracted with HZ, an integrated creative agency needed for print and
that specializes in branding and advertising. digital ads
Launch campaign 1 Qtr. FY 2020 100%
st
The firm conducted a site visit in July 2019 and st
Launch media relations 1 Qtr. FY 2020 100%
developed with “We Can. We Do.” marketing
campaign including
campaign. It includes a host of marketing/branding news release and two
tools included print ad designs, messaging, digital targeted “ask the
ads, media relations and promotional materials.
expert” style editorial

stories
In September 2019, a series of photoshoots were th
Launch the digital and 4 Qtr. FY 2020 50%
coordinated throughout Arlington with key business print ad campaigns
leaders to tell the “We Can. We Do.” story. Those Develop community 2 Qtr. FY 2020 100%
nd
ads were completed in Oct. 2019.
profile
Develop ED brochure 2 Qtr. FY 2020 100%
nd
The campaign launched at the 2019 State of the Develop trade show 2 Qtr. FY 2020 100%
nd
City. booth uses the new
theme
Update: Develop an RFI 2 Qtr. FY 2020 100%
nd
The digital ads are complete and ready to be used template
when needed, but due to budget constraints and st
the current business climate, those ads haven’t Develop an email 1 Qtr. FY 2020 100%
been used. Fortunately, they are evergreen, so the template
nd
Continue earned media 2 Qtr. FY 2020 100%
content can be used at a later date when it is more
appropriate and can have a larger impact. campaign

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