THE JOURNAL & TOPICS NEWSPAPERS | FRIDAY, MAY 16, 2008
Right Place, Right Time In MP?
By RICHARD MAYER
Journal Reporter
Mt. Prospect staff will make some revisions to the village's marketing campaign after board members Tuesday night said they liked the overall plan, but its approach to advertising was "a bit confusing."
Village staff and Marketing Consultant Fran Guziel proposed the phrase "Right Place, Right Time," with a logo and tag line stating "Be a part of it," to be used on advertisement materials.
Board members asked for branding to be modified and tested among local business owners and residents to determine if they would approve.
Trustee Paul Hoefert said he wanted the campaign to be developed further.
He said he wasn't sure which motto the village was going with.
"When people see the logo or the wording, they should automatically know that's Mt. Prospect," said Hoefert.
Trustee Arlene Juracek commented on color schematics and the lettering of the campaign. She said it needs to be "consistent" and grab people's attention.
In August 2007, village staff proposed a marketing plan to enhance the image of the village, primarily for use in economic development efforts.
The first step of the plan was to create a "brand" for the village. Village staff worked with Guziel to develop the brand strategy through interviews and foundational research.
The first phase of the campaign was to develop the brand strategy and elements to be used in marketing the village. Based on the research conducted by Guziel, several brand concepts were developed.
The second phase is the Marketing Action Plan. The staff recommended implementing the Marketing Action Plan to continue in 2008 through 2010, increasing in intensity and scope as new development projects, like Randhurst and downtown, are complete.
Village staff Tuesday requested an additional funding of $12,000 to complete marketing initiatives for 2008, but that was delayed for now while the staff revises the campaign,
In the future, if the board wishes to go forward with an aggressive approach, staff will recommend budgeting approximately $50,000 for 2009. The majority of the cost would be in advertising.
According to village officials, by establishing a marketing plan at this point in time, the village will be prepared so once new developments do come on line, the brand will be known, and there will be a "buzz" about Mt. Prospect. The marketing campaign targets consumers and businesses, both existing and potential.
Business Districts, Inc. (BDI) will conduct a report on the Retail Market Analysis for the Village of Mt. Prospect to the Economic Development Commission, Chamber of Commerce and Downtown Merchants' Association and other interested individuals on Thursday, May 22, at 8 a.m. in the Village Board room of Village Hall.
The report will feature BDI's analysis of the current retail climate in Mt. Prospect and recommended action steps the village can take to enhance its retail environment.