Res 02-362
RESOLUTION NO. 02-362
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF
FEDERAL WAY, WASHINGTON, ADOPTING "LOCATION" AS
THE BRAND POSITION FOR THE CITY.
WHEREAS, during the 2001 Retreat, the City Council ofthe City of Federal Way identified
challenges facing the City in fulfilling the vision created in the Comprehensive Plan as follows: (I)
take charge of our own reputation, (2) create a more positive identity, (3) be more entrepreneurial,
(4) improve communication with residents; and
WHEREAS, Leonhardt:fitch Consulting group was hired to conduct a public process
starting in December 2001 to gather input from the community about the amenities and benefits
to residents and businesses who have chosen to locate in the City of Federal Way; and
WHEREAS, Leonhardt:fitch recommended four (4) options for branding positions based on
the results ofthe public process, and presented those options to City Council at a study session on
February 19,2002, as follows: (1) location, (2) amateur sports center, (3) Washington's new city, (4)
and capital of south King County; and
WHEREAS, results of a random telephone survey of 104 residents and an online survey
of 381 residents were presented at a Council study session on March 19, 2002; and
WHEREAS, the telephone and online surveys provided similar results, in that Option 1,
"location", had the greatest amount of support and the lowest level of dissatisfaction; and
WHEREAS, Option I, "location" offers the greatest opportunity for promotion of the City for
the following reasons: (I) it is extremely versatile and can be used to prornote other strengths such as
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amateur sports and natural amenities, (2) it can provide a strong message for attracting businesses,
(3) it is factual, sustainable, affordable, and (4) it is strongly supported by the preference survey;
NOW THEREFORE, THE CITY COUNCIL OF THE CITY OF FEDERAL WAY
HEREBY RESOLVES AS FOLLOWS:
Section I. Brand Position. The Federal Way City Council adopts "location" as the Brand
position for the City.
Section 2. Design Phase. The City Manager is authorized to proceed with the design
phase, including tagline options, as provided in the existing professional services agreement for
city brand development between the City and The Leonhardt Group dated November 20,2001.
Section 3. Severability. If any section, sentence, clause or phrase of this resolution should be
held to be invalid or unconstitutional by a court of competent jurisdiction, such invalidity or
unconstitutionality shall not affect the validity or constitutionality of any other section, sentence,
clause or phrase of this resolution.
Section 3. Ratification. Any act consistent with the authority and prior to the effective date
of the resolution is hereby ratified and affirmed.
Section 4. Effective Date. This resolution shall be effective immediately upon passage by
the Federal Way City Council.
RESOLVED BY THE CITY COUNCIL OF THE CITY OF FEDERAL WAY,
WASHINGTON, this ~ day of
APRIL
,2002.
Res. #02-36,2Page 2
ATTEST:
CITY OF FEDERAL WAY
#-.~ 6 ~
R, JEANNE BURBIDG
~¡J l1J &u~£~
Y CLERK., N. HRlSTINE , CMC
PROVED AS TO FORM:
~~.~
CITY ATTORNEY, BOB C. STERBANK
FILED WITH THE CITY CLERK.: 03/26/02
PASSED BY THE CITY COUNCIL: 04/02/02
RESOLUTION NO. 02-362 .
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