HomeMy WebLinkAbout2i. Marketing Plan Update
Mount Prospect
Village of Mount Prospect
Mount Prospect, Illinois
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INTEROFFICE MEMORANDUM
TO: VILLAGE MANAGER
FROM: PUBLIC INFORMATION OFFICER
DATE: APRIL 20,2009
SUBJECT: MARKETING PLAN UPDATE & OUTLOOK
BACKGROUND
In 2007, staff presented a marketing plan proposal to the Village Board which the Board
approved. For the remainder of 2007 and throughout 2008, several public workshops and
meetings were held and updates provided to the Board on the status of the plan. Several
goals set out in that plan were accomplished in 2008 and the first quarter of 2009. The
following is a brief description:
2008/9 Accomplishments
. Retail Market Analysis conducted to help the Village better understand the retail climate.
. Marketing Logo & Tag Line Developed, Logo Standards
. Summer & Winter Event Calendars - mailed to all Mount Prospect residents in May and
November
. * NEW Events *
- Blues Fest
- French Market
- Oktoberfest (DMA)
Kids New Year's Eve Party (DMA)
. Street Banners
- Blues Fest
- Block Party
Winter/Holiday
. Experience Mount Prospect Web Site & E-Newsletter
. Businessweek.com - Best Place to Raise Kids campaign
. Shopping Center Conference Materials
- New Display Board
- Shopping Center Guide, Retail Right, Retail Ready, Restaurant Guide
DISCUSSION
Marketing Plan Update
April 20, 2009
Page 2
The headlines in the news over the last several months have led us to take a closer look at
the marketing plan. We are continually evaluating and retooling our efforts to meet current
challenges. In 2008 we concentrated on building the brand. Our focus for 2009 will be
expanding and enhancing the brand through a campaign entitled "Experience Mount
Prospect" highlighting the shopping, dining and events in the Village (Attachment A).
Goals of the Experience Mount Prospect Shop Local Campaign
. Business retention
. Engage residents to participate and foster community pride
. Increase awareness of all Mount Prospect area shopping locations
. Increase attendance at Mount Prospect events
. Increase overall sales tax revenues in Mount Prospect
Campaign Objectives
To accomplish these objectives, the marketing program would work toward the following:
. Elevate the positive image of Mount Prospect retail and restaurant choices, and
events.
. Continue to improve the "Experience Mount Prospect" web site to serve as the
primary promotional vehicle for all Mount Prospect shopping and dining locations as
well as special events.
. Drive traffic to the "Experience Mount Prospect" web site by implementing
advertising plan promoting the web site.
Formation of a public-private partnership through the Experience Mount Prospect campaign
demonstrates a good faith effort to the business community that the Village is making a
concerted effort to help them in these difficult times. Mount Prospect has been relatively
fortunate in that our sales tax revenue has stayed relatively steady - but this is not
something we can take for granted. Nor can our residents. The Village must actively
support local businesses or risk losing them.
A series of meetings with businesses is planned for early summer. The meetings will
include a roll-out ofthe Experience Mount Prospect campaign, and a seminar on improving
store profits. Several "Store Makeover" consultations with a local interior designer will be
raffled off to help businesses stay competitive.
We will also be promoting our events to the larger region-wide audience. As more people
forgo travel plans due to the economy, they will be looking for events closer to home. Most
of our events are free and family-friendly. We will continue to partner with other
organizations such as the park districts, library, Special Events Commission, Chamber of
Commerce and Downtown Merchants Association to support and promote the exciting
events we have to offer. We will also work with Chicago's North Suburbs Convention and
Marketing Plan Update
April 20, 2009
Page 3
Visitor's Bureau (which the Village recently joined) to promote our events and businesses to
their members.
2009 Initiatives
. Expanded Street Banner Program with Public Works
New for 2009
o Farmers Market
o 4th of July
o Experience Mount Prospect (Shop-Dine-Enjoy) - Establish Sponsor program
o Cruise Nights
o Art Walk
o Oktoberfest
. Advertising - Focus on Promoting Events & Businesses
. Experience Mount Prospect - Shop Local Campaign
. Kensington/Industrial Marketing Materials
. Targeted business recruitment
Direct Mail - Testimonials
. Explore opportunities with Chicago's North Suburbs CVB
CONCLUSION
Evidence shows that marketing efforts are even more important in times of economic
difficulties. It is important to focus on the future and stay on course with the goal of
promoting the Village. Staff seeks Village Board feedback on progress on the marketing
plan thus far and seeks consensus from the Board on the direction of the marketing
program moving forward.
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Maura EI Metennani
Public Information Officer