Schaumburg to enhance new marketing campaign with $250,000 second phase
People across the region will soon be seeing and hearing more about Schaumburg.
After launching the “Your Village, Your Vibe” campaign in April, officials approved a $250,000 second phase. This phase aims to reach a broader audience.
Economic Development Director Matt Frank explained that phase 2 will help the campaign grow. It will support economic growth and community engagement through next April.
“The campaign will continue positioning Schaumburg as a premier place to live, work, visit and invest, while supporting broader village goals related to economic development, business attraction and retention, talent recruitment, tourism and long-term community pride,” he said. “Phase 2 will focus on current and future residents, businesses and workforce talent and visitors.”
To connect with this wider audience, Schaumburg is exploring various paid media strategies.
The new #DescribeTheVibe initiative invites residents, businesses and visitors to share their favorite moments and places in Schaumburg. These stories will be highlighted across new platforms.
With a 96% resident satisfaction rate, the campaign aims to make this community pride visible and shareable.
The $250,000 contract with Lombard-based Red Caffeine will complete a year of the campaign. This follows a $255,000 contract last October for phase 1 with village staff.
The campaign is based on a 391-page study by North Star Place Branding + Marketing. This study looked at what people know and don’t know about Schaumburg.
While the study showed successes, Mayor Tom Dailly and Village Manager Brian Townsend found areas to improve. Dailly noted a perception of the village's high costs, especially in housing. He suggested adding a livability focus to the campaign.
Townsend pointed out many people didn’t know how the village has been evolving.
The campaign aims to answer two key questions: What is life like in Schaumburg? What makes the village unique?
Officials reported early results from phase 1 showed strong performance across media channels. This helped boost visibility and change perceptions of Schaumburg.
The campaign outperformed industry benchmarks, especially on LinkedIn, Google Ads and Meta platforms, they said.
It drove nearly 89,000 sessions on the village’s website, including over 50,000 new users. Paid media significantly contributed to this traffic. Social media also showed strong results, with a 27.8% engagement rate. Billboards, streaming TV and radio ads also increased regional awareness of the village.