Schaumburg preparing to roll out marketing campaign on village’s lifestyle in April

Schaumburg plans to launch a marketing campaign focused on the village’s lifestyle in April that will start local before growing more regional.

“Your Village, Your Vibe,” is the tagline adopted by officials in conjunction with growth consultancy Red Caffeine to better pitch Schaumburg’s character both near and far.

It’s part of a multimedia campaign.

Red Caffeine Account Director Christiana Henry said the local start through June is aimed at ensuring the messaging is found authentic by Schaumburg residents and workers before being shared more widely.

Village Manager Brian Townsend said intention is for the campaign to run at least 12 to 15 months.

The effort’s basis is a 391-page study by Florida-based North Star Place Branding + Marketing last year that explored what people across the region knew, and didn’t know, about Schaumburg as a place to live and visit.

While the study largely reflected a level of success in the village’s achievement of its goals, Townsend and Mayor Tom Dailly saw areas where a marketing campaign could close some gaps.

Dailly was concerned by a general perception of the village’s expensiveness, especially its housing stock. He suggested a component about livability.

For Townsend, the survey revealed people didn’t know enough about how the village has been evolving and redeveloping in recent years.

The campaign aims to answer two central questions — what is life like in Schaumburg and what makes the village feel unique and special?

Red Caffeine Strategic Content Director Bill Skowronski told the village’s finance committee this week Schaumburg’s brand is strong to both those looking to live and work there, the goal is to further elevate its public perception and economic development.

The campaign is further designed to empower locals to actively share their experience — “micro-moments” that could only happen in Schaumburg, through such means as a photo contest.

Clothes, mugs and other merchandise uses the existing green and blue of the village’s logo in new branding, but makes them brighter to catch the eye.

“I like it,” said Village Trustee Brian Bieschke, who chairs the committee. “I like the bold colors.”

Henry said collaboration is planned with the area’s tourism bureau, Meet Chicago Northwest, as well as a podcast with the Schaumburg Business Association.

Consultants will track the reach of the message throughout the campaign.