This year, the city’s 2015 Annual Report celebrates a decade of telling the McKinney story. The city unveiled the "Unique by Nature" brand ten years ago, and since then has become the identifier for the city.

The report, which is presented annually, highlights City Council's long-term goals and major priorities that guide McKinney’s future. These six goals, dubbed McKinney First, include strategies for operational excellence, maximizing airport development potential, direction for strategic growth, a financially sound government, quality of life in downtown McKinney, and sustaining a safe and secure community.

The annual report is an interactive digital book that includes videos, audio clips and links to websites for more information on city services, news and programs. It is accessible online at www.mckinneytexas.org/ 2015Report.

“We branded our city in a way that would illustrate why so many people love living in our community, doing business here, and visiting the city," said CoCo Good, communications and marketing director in a news release. "It captures the essence of our sense of place that sets us apart, and we hope this report demonstrates that vision.”

Readers can pick up where they left off with a direct link if they can’t finish the report in one sitting, and a tool bar allows readers to share information, whether through social media, email or by downloading and printing the report.

The last two annual reports created by the city of McKinney have won national and local awards from 3CMA, the Texas Association of Municipal Information Officers and the Dallas chapter of the Public Relations Society of America.