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Home My WebLink AboutCOW Agenda Item IV 05/13/2008 INTEROFFICE MEMORANDUM Village of Mount Prospect Mount Prospect, Illinois TO: VILLAGE MANAGER FROM: PUBLIC INFORMATION OFFICER DATE: MAY 7,2008 SUBJECT: MARKETING PLAN - PHASE I: RECOMMENDATIONS, PHASE II: ACTION PLAN BACKGROUND In recent years, the Village of Mount Prospect has experienced considerable redevelopment and reinvestment, and envisions further development to come. During this exciting time of change, it is essential that the Village, as a vibrant and thriving community, actively promote all it has to offer. By establishing a marketing plan at this point in time, the Village will be prepared so once the new developments do come on line, the brand will be known, and there will be a "buzz" about Mount Prospect. The marketing campaign will target consumers and businesses, both existing and potential. This task is even more urgent in light of the current economic picture. Conditions will become more competitive between municipalities, and businesses will be reaching out and looking for ways that the Village can help them. The Village can develop programs that will provide assistance at little or no cost, but would create and foster good will with the business community. Discussion In August 2007, 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. Staff worked with marketing consultant Fran Guziel to develop the brand strategy through interviews and foundational research. Exhibit 1, the Marketing Plan, provides a detailed review of Phase 1- Branding & Imaging Campaign Recommendations and Phase II - the Marketing Action Plan. Phase I of the Campaign was to develop the brand strategy and elements to be used in marketing the Village. Based on the research conducted by the marketing consultant, several brand concepts were developed. The concepts were brought to a meeting (attended by Village Board members, Board and Commission members, representatives of the business community and residents) on February 26,2008. These recommendations are based on the discussion and response to the concepts. MARKETING PLAN May 7, 2008 Page 2 Brandina & Imaaina Campaian: Phase 1- Recommendations o Brand Strategy: The core of the branding strategy is to build on the inherent values of the community. Recommendation: Mount Prospect....Right Place, Right Time o Brand Platform The brand platform is a strategic framework from which a new theme line, advertising concepts and marketing materials will be developed. Recommendation: By making the most of all Mount Prospect has to offer, its leaders have created a premium quality environment for retail, commercial and residential success. o Brand Promise A brand is the promise you make and the associations that result from your ability to keep that promise. Recommendation: "There are many reasons for people and business to want to be in Mount Prospect - friendly neighbors, healthy economic climate, thriving business core, and a location that puts the entire region at its fingertips. By providing a premium quality environment for retail, commercial and residential success, Mount Prospect holds the promise of bright opportunities for everyone." o o Brand image The brand image is a symbol that represents the essence of the brand. It should be unique and differentiate Mount Prospect from other communities in the marketplace. Recommendation: Staff proposes the following brand image: Mount- Fros~~~~ - / B:~ part oritl MARKETING PLAN May 7, 2008 Page 3 BRANDING & IMAGING CAMPAIGN: PHASE II - ACTION PLAN PROPOSAL Based on the outcome of the branding and imaging strategy, staff recommends the following initiatives to initiate a marketing campaign with the following goals: 1) Promote the Village to potential new businesses, encouraging them to locate here; 2) Develop a continual marketing program for existing businesses in order to attract customers. Staff recommends implementing the Marketing Action Plan (see Exhibit 1) to continue in 2008 through to 2010, increasing in intensity and scope as new development projects are completed (Randhurst Mall redevelopment and Sub Area #1 project). The attached plan includes completed tasks first discussed in our initial Marketing Plan proposal, as well as ongoing, short term, mid-range and long term tasks. Several of the tasks come from recommendations made by Business Districts Inc. (BDI) in the Retail Market Analysis. Some are based on requests from business owners. Others are recommendations made by the marketing consultant Fran Guziel, and some come from marketing efforts we have seen from other communities. The Marketing Action Plan represents a sound, steady approach to getting our community's name and image out to the public at large, as well as reminding our own businesses and residents that Mount Prospect is a special place. Recommendation: Staff requests additional funding of $12,000 to complete marketing initiatives for 2008. Additionally, the creation of a Marketing program budget is requested for the 2009 Budget. Staff is requesting direction from the Village Board with regard to direction going forward. If the Board wishes to go with an aggressive approach, staff recommends budgeting approximately $50,000 for 2009. The majority of this cost would be in advertising. I look forward to discussing this with you further. Maura EI Metennani Public Information Officer EXHIBIT 1 Mount Prospect VILLAGE OF MOUNT PROSPECT MARKETING PLAN: PHASE I ~ RECOMMENDATIONS PHASE II ~ ACTION PLAN BACKGROUND In recent years, the Village of Mount Prospect has experienced considerable redevelopment and reinvestment, and envisions further development to come. During this exciting time of change, it is essential that the Village, as a vibrant and thriving community, actively promote all it has to offer. By establishing a marketing plan at this point in time, we will be prepared once the new developments do come on line, our brand will be known, and there will be a "buzz" about Mount Prospect. Through the marketing campaign we will target consumers and businesses, both existing and potential. MARKETING PLAN PHASE I: BRANDING & IMAGING CAMPAIGN ~ RECOMMENDATIONS o Brand Strategy In August 2007, 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. Staff worked with marketing consultant Fran Guziel to develop the brand strategy through interviews and foundational research. The goal of the brand strategy is to increase the awareness of Mount Prospect in such a way that establishes strong feelings and reactions and a favorable view towards the Village as a whole. The core of the branding strategy is to build on the inherent values of the community. Based on the research conducted by the marketing consultant, several brand concepts were developed. These concepts were presented at a workshop (attended by Village Board members, Board and Commission members, representatives of the business community and residents) on February 26, 2008. Participants were grouped into teams and tasked with developing their own "brand strategy" using elements from the strategies presented. Staff then presented alternative strategies based on feedback from a "control group" of young professionals. May 8, 2008 Page 1 Village of Mount Prospect Marketing Plan Recommendations and Action Plan Brand Strategy Recommendation: Based on the discussion and response to the concepts at the February 26 workshop, staff proposes the following final strategy: Mount Prospect.... Righ t Place, Right Time This brand best defines this moment in Mount Prospect's "life." It captures the hope and excitement of things to come, but at the same time can be universal and apply across time and throughout the different areas of the Village. It has a compelling nature to it - implying people wouldn't want to miss out on an opportunity - to move their family or business here or just to shop, dine or attend one of our many events. Exhibit j.A features the branding concept boards that represent this strategy. o Brand Platform The brand platform is a strategic framework from which a new theme line, advertising concepts and marketing materials will be developed. Brand Platform Recommendation: Staff proposes the following Brand Platform' By making the most of an Mount Prospect has to offer, its leaders have created a premium quality environment for retail, commercial and residential success. o Brand Promise The brand platform then leads to the brand promise. Simply stated, a brand is the promise you make and the associations that result from your ability to keep that promise. The Brand Promise should be: . Grounded in the brand's core values . Relevant and engaging to the target market · A positive emotional attachment . Repeated internally and externally within the Village of Mount Prospect . Adaptable to the business climate · Reinforced . Consistent across advertising and marketing mediums Brand Promise Recommendation: "There are many reasons for people and business to want to be in Mount Prospect - friendly neighbors, healthy economic climate, thriving business core, and a location that puts the entire region at its fingertiPs. By providing a premium quality environment for retail, commercial and residential success, Mount Prospect holds the promise of bright opportunities for everyone." May 8, 2008 Page 2 Village of Mount Prospect Marketing Plan Recommendations and Action Plan o Brand image The brand image is a symbol that represents the essence of the brand. It should be unique and differentiate Mount Prospect from other communities in the marketplace. According to a recent article in the Los Angeles Times, "A growing number of cities are taking a page from corporate America to market themselves to the outside world in order to attract new residents, promote economic development and draw tourist dollars." The brand image should be considered separate from the keystone logo. It does not replace the keystone logo. The intent is that this image will be used primarily for economic development and marketing purposes. Examples of other communities/organizations: Traditional "Official" Loeo Marketine Loeo j\Hrlin~on /~\Hfi~h~ to Di:.aJ\\"J! ~~.Il~ ~l ...~. Baltimore Get in on it. e,Htc..1(>"-~' M~~ niS1'R9iC l' come out and play Brand Image Recommendation: ,~I 1/ ~ " ?fJJoW~'~ ~ ~...,-", V?;o/'<''':r;;- .... Logo Explanation The logo draws its strength from the power, energy and bright opportunities Mount Prospect holds for business and residents alike. The symbol of the sun suggests growth and optimism. The underscore symbolizes the action of the right direction to success. Once again the scriPt face is that of movement. It is upright and graceful which strengthens its purpose for marketing and advertising. May 8, 2008 Page 3 Village of Mount Prospect Marketing Plan Recommendations and Action Plan MARKETING PLAN: PHASE II ~ ACTION PLAN Based on the outcome of the branding and imaging strategy, staff recommends the following initiatives for the marketing action plan with the following goals: 1) Promote the Village to potential new businesses, encouraging them to locate here; 2) Develop a continual marketing program for existing businesses in order to attract customers. The list below features completed, ongoing, short, mid and long range tasks that staff recommends for the Marketing Action Plan. Exhibit I-B features a detailed cost breakout for these tasks. Comvleted Tasks 1) Branding& Imaging Campaign: Phase I (Brand Strategy, Brand Research) 2) Conducted Retail 1-2-3 workshop for Village Board, Commissions and interested business owners and residents (held on Dec. 11, 2007) 3) Conduct Retail Market Analysis (final report anticipated June 2008) 4) New table display and promotional materials for International Council of Shopping Centers (lCSC) conferences. Oneoine Tasks (2008) 1) Business Recruitment (Downtown) 2) Promotion of Experience Mount Prospect web site and E-Newsletter 3) Downtown Streetscape Enhancements · Wayfinding signs & Information Kiosks · Planters · Street Banners Short Term Tasks (02-032008) 1) Event Calendar (Summer & Winter) 2) Advertising & PR Campaign Local advertising to include: a) Oaklees Guide (family event guide - NW Suburbs) b) Arlington Almanac c) Newspapers (Daily Herald, Pioneer Press) 3) Bus Shelter Posters (Posters to promote Art Fest/Blues Fest, Downtown Block Party and Winter Parade) 4) Economic Development Marketing Materials a) Collateral Piece/Brochure (with inserts) b) Video May 8, 2008 Page 4 Village of Mount Prospect Marketing Plan Recommendations and Action Plan 5) New Events a) Blues Festival Event Oune 21) b) French Market (with Lions Club) c) Downtown Merchants Sidewalk Sale in conjunction with Block Party Mid RamIe Tasks (03, 042008) 1) Village,Wide Banner Program 2) Institute Quarterly Business E-Newsletter 3) Evaluate/Explore Business Assistance Programs 4) Explore creation of Community Development Corporation 5) Enhance communication with Commercial Real Estate Professionals/Developers 6) Enhance communication with Commercial property owners 7) Enhance business section of web site 8) Explore Role in Convention and Visitors Bureau Lone' Ranee Tasks (2009,2010) 1) Expand Advertising Campaign to Regional Level to include Radio Ads and Print/Web Media (WBBM-AM, Chicago Public Radio, Crains Chicago Business, Chicago Magazine, etc.) 2) Business Seminars/Assistance 3) Restaurant Guide 4) Shopping Guide 5) Guide to Special Events (for businesses) 6) Evaluation of efforts to date RECOMMENDATION: Staff requests additional funding of $12,000 to complete marketing initiatives for 2008. Additionally, the creation of a Marketing program budget is requested for the 2009 Budget. At this point, staff estimates a 2009 budget of $50,000 for an aggressive marketing approach. May 8, 2008 Page 5 EXHIBIT l-A Right Here, Right Now There are many reasons for people and business to want to be in Mount Prospect. The Village has a strong real estate market, a thriving business core, and a location that puts the entire region at its fingertips. With an exciting new downtown district on the horizon, as well as the launch of a complete redevelopment of Randhurst Mall, not to mention several regionally acclaimed restaurants, now is the time to come to Mount Prospect. ~\\~jl,/ a Mount- ';. , '(qs:~~f' .~ _ c- ...: " T . _ .:::- '- .c.-- . .... - - - ,.....- . t - :;:<- ~ Be a part ofitf -- ""i Right Here, Right Now Everyone wants a good quality of life for themselves, their families and generations to come. In Mount Prospect, you will find just that. Here, you're steps away from fine schools, award winning parks, and outstanding community services. Mount Prospect knows how to put out the welcome sign to people seeking to live the American Dream. " \. \ L J ~ a Mount- .,.~- F ro~~ct- ~;;.~' ~ _ :..=-~~ c --;.;.~~~ _~~ ...... ..- -=:0-. " ( ." Be a part ofilf -, ~ .']'~ ~''''' ( fr " ~, t! .e Right Here, Right Now There are many reasons for businesses to move into Mount Prospect. Within reach of O'Hare and Chicago Executive Airports, the Metra, major highways, and downtown Chicago, Mount Prospect makes all the right connections possible. Exciting plans for the redevelopment of major retail areas compliment existing business parks and shopping districts and make Mount Prospect a regional destination. With commercial and industrial settings to meet any need, your business has everything it takes to grow and flourish. M ~\\Ll.l '" V a ount- ~ F '(o.~~cf /~. . _ .. II" L - ~ ...... - .....~.- -- ~,- :::::"'--,~ . ::;- - - - ---..... J..... - Be a part of it! ' Village of Mount Prospect Phase II Marketing Plan Proposal EXHIBIT 1-B Status COMPLETED TASKS Not Started In Progress Complete Marketing Plan Phase I: Develop Branding & Logo X Conducted Retail 1-2-3 Workshop X Conduct Retail Market Analysis X New table display and promotional materials for ICSC Conferences X Status COST COST Not Started In Progress Complete Covered in current Additional funding 2008 TASKS budget needed Ongoing Tasks (2008) Business Recruitment (Downtown) X STAFF TIME Promotion of Experience Mount Prospect web site and E-Newsletter X STAFF TIME Downtown Streetscape Enhancements X TBD - Wayfinding signs & Information Kiosks - Planters Professional Services - Marketing Consultant & Graphic Designer $ 8,000.00 $ 3,500.00 Short Term Tasks (Q2-Q3 2008) Event Calendar (Summer & Winter) X $ 18,000.00 Printing & Postage Advertising & PR Campaign X $ 7,000.00 Print Advertising to include: Oaklees Guide (family event guide - NW Suburbs) Arlington Almanac Newspapers (Daily Herald, Pioneer Press) Bus Shelter Posters X $ 1,020.00 12 @ $85 each (3 events, 4 posters per event) Economic Development Marketing Materials Collateral Piece/Brochure X $ 5,000.00 Video X STAFF TIME Page 1 5/9/2008 Village of Mount Prospect Phase II Marketing Plan Proposal EXHIBIT 1-B Short Term Tasks (Q2-Q3 2008) - Continued Status COST COST Not Started In Progress Complete Covered in current Additional funding budget needed NEW EVENTS Blues Festival Event (June 21) X SPONSOR French Market (with Lions Club) X NO COST Sidewalk Sale in conjunction with Block Party X NO COST Mid Range Tasks (Q3 - Q4 2008) Village-Wide Banner Program X $ 50,000.00 Institute Quarterly Business E-Newsletter X STAFF TIME Evaluate/Explore Business Assistance Programs X STAFF TIME Explore creation of Community Development Corporation X STAFF TIME Enhance communication with Commercial Real Estate Professionals/Developers X STAFF TIME Enhance communication with Commercial Property Owners X STAFF TIME Enhance business section of web site X STAFF TIME Explore Role in Convention and Visitors Bureau X STAFF TIME TOTAL 2008 ADDITIONAL FUNDS REQUESTED $ 11,520.00 Status COST COST Not Started In Progress Complete Covered in current Additional funding 2009-2010 TASKS budget needed Lona Range Tasks Expand Advertising Campaign to regional level X TBD (ex: WBBM-AM, Chicago Public Radio, Crains Chicago Business, Chicago Magazine) X Business Seminars/Assistance X TBD Restaurant Guide X $ 5,000.00 Shopping Guide X $ 5,000.00 Guide to Special Events (for business) X STAFF TIME Evaluation of efforts to date X TBD TOTAL 2009 ADDITIONAL FUNDS REQUESTED $ 50,000.00 Page 2 5/9/2008