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Des Plaines mayor seeks to improve city's brand in 2015

Des Plaines Mayor Matt Bogusz asked attendees of his annual Address to Business at a chamber of commerce breakfast Thursday to stand up if they do business in the city - and to remain standing if they'd recommend to others to do the same.

Most all did, but Bogusz said a recent survey found more than half of the city's residents would caution against it.

Repairing that "disconnect" through the development of a city marketing and branding plan, Bogusz said, is one of his goals for 2015.

"We as a city and as a city-chamber partnership have not done a good enough job telling our story and communicating to the world around us," said Bogusz, delivering his second such address to business leaders following his election in 2013. "We need to refresh and realign our brand."

Bogusz, who has worked at two Chicago advertising agencies and done branding campaigns himself, has spoken about improving the city's image since taking office.

To that end, the city hired a Nashville-based consultant for $88,000 last May to host focus groups with aldermen and community members, create subnarratives for use in marketing materials, and alter or create a new city logo.

Bogusz expects the consultant, NorthStar Destination Strategies, to bring the results of its research for discussion by the city's elected officials and staff this spring, leading to the development of a brand.

Already, officials have discussed ways to "refresh" the city's brand, perhaps in the city website and newsletters, Bogusz said. He also wants entities such as the park district, school district and chamber to incorporate the same brand in their materials in order to have a "unified look, feel and tone."

Bogusz, reiterating the message of his first chamber address in January 2014, said Des Plaines is moving "beyond the past that's plagued us for so long," pointing to steps to stabilize finances and restructure tax increment financing districts. Some of the mayor's most vocal critics have taken exception to that message. While Bogusz isn't up for election in April, aldermen aligned with him and against him are.

Among the other issues Bogusz says he will address in 2015:

• Explore transitioning some city functions online, creating a "virtual city hall." Residents can already pay tickets and utilities on the city's website. One more possibility is being able to report potholes with a "Des Plaines app."

• Bogusz says the city will continue to fight state gambling expansion, since he believes it would hurt the revenues the city receives from Rivers Casino.

• Bogusz wants the legislature to implement police and fire pension reform. Last February, the city agreed to pay the Pension Fairness for Illinois Communities Coalition $10,000 to "have a seat at the table" in crafting legislation.

• Reiterating a goal from last year's speech, Bogusz says he's talking with local members of Congress about changes to improve chances of receiving federal funds for disasters such as the floods of 2013.

Des Plaines mayor: Leave misperceptions of city at the door

Des Plaines wants to take lead on pension reform

Des Plaines to pay consultant for branding plan

Des Plaines marketing survey available

  Des Plaines Mayor Matt Bogusz talks with business owner Terry Casey of Shred First Inc. after the mayor's annual Address to Business Thursday at a Des Plaines Chamber of Commerce breakfast. Bob Chwedyk/bchwedyk@dailyherald.com
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