'Right time' for Mt. Prospect's campaign

The Mount Prospect village board on Tuesday got its first glimpse at a proposed marketing campaign designed to give the village its own brand type.

The phrase "Right Place, Right Time" was promoted as the campaign's theme, while a Mount Prospect logo and an accompanying tag line, "Be a part of it," would appear on marketing material.

"'Be a part of it' is asking you to come to (Mount Prospect). Why? Because it's the 'Right Place, Right Time,'" explained Fran Guziel, an independent marketing consultant who helped craft the campaign.

The board liked the overall marketing campaign, but some commented that they wanted the material to be further refined and tested to see if residents and business owners approved.

Trustee Arlene Juracek said she'd like the campaign to be consistent with letter type and color for the logo. She also suggested that the phrase "Right Place, Right Time" might be used on marketing material as well.

Trustee Paul Hoefert said he agreed with the general direction, but wanted more development of the campaign.

Guziel called the campaign a "work in progress," adding the village staff would spend time asking for more feedback from the community and then report back to the board.

Some opportunities for more input from residents and business communities would be at Mount Prospect Chamber of Commerce meetings or village events this summer, said Maura El Metennani, the village's public relations officer.

Since the village is going through major changes -- like the development of downtown and the proposed 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.

"It's so we can put our best foot forward," 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, village officials said.