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REQUEST FOR HRA ACTION <br />Date: 7-28-14 <br />Item No: 9c. <br />Staff Approval: Agenda Section: <br /> Action Item <br />Item Description: Discuss Adoption of “Living Smarter” Tagline for City of Roseville <br />1 <br />Requested Action <br />2 <br />3Discuss the possibility of contracting with a third-party vendor to explore the development <br />4of a tagline to be used by all City of Roseville Departments for the community to identify <br />5with. <br />6 <br /> Background <br />7 <br />8In 2008, the RHRA led efforts to market the City to current and prospective residents by <br />9establishing the “Living Smarter” brand by rebranding the Home and Garden Fair. <br />10Along with the fairs tagline, the RHRA board supported the development of a stand- <br />11alone website to facilitate easier access to City services and amenities <br />12(LivingSmarter.org). <br />13 <br />14Since the City has undertaken and will soon launch a website redesign that provides the <br />15functionality that LivingSmarter.org provided, LivingSmarter.org will be redirected to <br />16the City’s website. In addition the City Newsletter is undergoing a redesign to <br />17incorporate the new look of the website once completed. The page that the HRA has <br />18done in the past will now be dedicated to businesses and the residential information that <br />19we have been supplying will be added to the rest of the City Newsletter. <br />20 <br />21The question that remains is whether “Living Smarter” could still be used as a tagline for <br />22the City overall. Staff believes that perhaps using a third-party vendor to answer that <br />23question would be a sound way to proceed. The third-party vendor could research and <br />24perhaps conduct focus groups to determine the answer to the following questions (and <br />25others they would deem relevant and important): <br />26 <br />27Does “Living Smarter” work well to market to both the 35,000 resident <br />28population and to the 55,000 business/daytime population? This is a particularly <br />29crucial question for the RHRA to answer because the RHRA strategic plan calls <br />30on the RHRA to market to both the residents and the businesses of Roseville. <br />31Would all City departments embrace and use the tagline if adopted? <br />32Would residents identify with the tagline and feel well-represented by it? <br />33If not “Living Smarter,” what tagline would accomplish the above goals? <br />34 <br />35Once a tagline is agreed to, the third-party vendor would also guide City staff in the <br />36implementation of the tagline so that it is consistently used throughout the City. <br />37 <br />Discuss Living Smarter Campaign (07-28-14) - Page 1 of 2 <br /> <br />