We are in the midst of initiating a branding development and marketing plan for our community (Gallup, NM). The program is just launching now and is a collaboration between the city and the local chamber of commerce. It is funded at $80,000 in the first year and the sources are split between the state tourism department (cooperative marketing grant) and lodgers tax funding. The plan will help us develop a consistent and unified message that can be utilized not only by the city and chamber but other community organizations (adventure tourism, traders, hospitality, etc.). We will also be leveraging social media to allow residents and visitors to post their experiences in our community to extend our branding exposure. The plan will align our marketing with the "New Mexico True" campaign so we can also participate in future cooperative marketing opportunities. We are still kicking around ideas on metrics but our intention is to link activities to demonstrable results in our gross receipts tax and lodgers tax revenues so we can show the impact of our programs.