Private marketing firm to be hired to help rebrand Wauconda

In an effort to attract new residents and businesses, Wauconda officials say they will hire a private firm to design and implement a new marketing strategy.

Contract negotiations are under way for Wauconda to bring in Robin Malpass & Associates, a Chicago-based marketing agency, to develop a new brand for the village.

“We wanted an outside professional to come in and look at our situation with a fresh eye,” Village Administrator David Geary said.

The new marketing plan is part of Wauconda’s set of strategic goals for 2011-12. Director of Economic and Community Development Linda Krajniak said village officials want to differentiate Wauconda from neighboring municipalities.

“It’s important for us to showcase Wauconda’s advantages,” Krajniak said. “When the economy was really suffering, we wanted to position the community to be a destination for when things turn around.”

The village board is expected to approve a contract by early May.

Representatives from Malpass & Associates have already presented a two-part action plan to board members. The firm will start by conducting a research analysis of the village’s current marketing initiatives to look at how Wauconda is perceived as a residential and commercial destination.

After presenting their findings to the board, the company will begin working on a new advertising campaign for Wauconda that will include new logos, taglines and brand colors. In addition, the firm will rethink the village’s print and social media strategies.

Village officials began seeking proposals from marketing companies last fall. They ultimately chose Malpass & Associates for their proximity in Chicago and past experience working with nearby communities such as Antioch, Long Grove and Gurnee.

“We heard great things from officials in other towns,” Krajniak said.

The re-branding project is expected to take around three months to complete and will cost the village $21,000 to $25,000, depending on final contract figures.

“Our village has a lot to offer and we want to spread the word more effectively,” Geary said.