Mount Prospect wants you to 'Be a Part of It'

Mount Prospect wants you to "Be a Part of It" as it unveils its new marketing tagline, which will appear on banners and brochures.

The tagline will not go alone, however. It'll be part of a village marketing logo - the village name with a bright yellow sun design above it and the tagline below it - in an attempt to give the village its own branding image, designed to pull more people into its retail areas.

The village had been looking at other taglines, but settled on this one after talking to residents and business owners, who seemed to prefer it.

Based on a survey this summer, respondents, who voted at Blues Fest, the library and on the village Web site, liked "Be a Part of It," which got 64 percent of the vote compared to 43 percent, who preferred "Right Place, Right Time," said Maura El Metennani, the village's public relations officer.

The point of the tagline is to capture - in a short, snappy saying - the village's brand promise, which is as follows:

"There are many reasons for people and businesses 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."

Since the village is going through major changes - like the redevelopment of the downtown area and the planned conversion of Randhurst Shopping Center into a lifestyle center with a mix of retail and residential opportunities - the village decided it was a good time to brand itself.

The point of the campaign, which has a price tag of more than $71,000 budgeted for next year, is to create an image that can be used to market the village in a variety of venues, including print, TV and the Web.

The tagline and the logo should not be confused with the village slogan, "Where Friendliness is a Way of Life," and its letterhead logo of a keystone.

Those village identifiers are used in an official capacity and aren't part of the marketing campaign, Metennani said.

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