FY 2014 Popular Annual Financial Report FY 2014 Popular Annual Financial Report | Page 10

Establishing an Identifiable Brand

C

ity officials worked with tourism and business leaders to create a cohesive rallying point for Arlington, a
theme that would showcase across all platforms the heart and soul of the community—its people—along
with all of its successes. The American Dream City brand represents possibility: to own a home or a
business, to get an education from pre-kindergarten through college, to find opportunity. This sense of hometown
authenticity, pride in community and hard work creates an environment where everyone, from the president of
UT Arlington to a new shop owner, can make a life uniquely their own. The City rolled out its new banner in 2014
while celebrating several milestone public events amid an increased online effort that highlighted those stories.

”The American Dream City” Unveiled

Home to the Dallas Cowboys,
the Texas Rangers, GM, Six Flags
Over Texas and a host of global,
domestic and family-owned
businesses, Arlington knows
how to play ball. Pride in those
accomplishments and a spirit to do
even more is at the heart of the new
branding campaign, The American
Dream City. Recruiting major sports
franchises
to major
businesses
have kept
the City on
the map.
Educational
opportunities,
from an
excelling
school system
and higher
education,

award-winning parks, diverse
neighborhoods and a low cost of
living are sources of City pride.
Tying all
of these
elements
together
with a
recognizable
brand

resulted in a newly redesigned,
user-friendly City website.

YouTube
channel
views
Oct. 2013 Sept. 2014

63,289

City Posts Strong
Social Media Growth

The Office of Communication
continued to get out the message about
Arlington and was rewarded with an
increase in followers across multiple
social media platforms. The City saw a
281% increase in Facebook followers
and 70% increase in T