Mount Prospect seeks own marketing brand

If you had to sell Mount Prospect, how would you do it?

Would you push its location, its demographics or its retail offerings?

That's what the village is trying to figure out right now as it works on its marketing campaign designed to give the village its own brand type.

"We need to be our own best cheerleader," said Maura El Metennani, the village's public relations officer.

In the village's marketing plan proposal and summary, the campaign is estimated to cost $75,000, with the village exploring possible grant funding.

Since the village is going through major changes like the development of downtown and the conversion of Randhurst Shopping Center into a lifestyle center, which will offer a mix of retail and residential opportunities, the village decided it was a good time to brand itself, El Metennani said.

The point of the campaign is to create an image for the village that can be used in a variety of venues, including print, Web and TV. The village would then create marketing materials for target audiences.

The process is in the beginning phases, with village business owners, officials and residents meeting last month to discuss eight statements that could describe the village:

• Revitalization

• Location

• Diversity

• Visionary leadership

• Quality of life

• Right place, right time

• Stable community

• People making the difference

The group picked its top choices, which were quality of life, location, right place/right time and people make the difference.

The information will be used to further come up with a brand strategy and logo, village officials said.

If you have any ideas, send them to the village at pio@mountprospect.org.