View the Village Branding Plan

Why Does the Village Need A Branding Plan? 

Staff and the Village Board recognize a need to undertake a comprehensive marketing effort to promote the Village externally, while at the same time generating a sense of pride internally. Identifying the Village's brand is the first step, with implementations initiatives working to support and strengthen this brand. 

The goal of the Village's Branding Plan is to capture the qualities of Mount Prospect that produce positive emotional reactions; it should capture the essence of what the Village represents and is the foundation upon which future marketing and outreach efforts will be based. 

How Was the Branding Plan Created? 

The Branding Plan is an implementation component of the Village's Communications Plan. From fall 2018 throughout 2019,  MECO consulting worked with Village staff to gather input from a variety of stakeholders, draft documents and finalize the Branding Plan. The plan summarizes community input and influencing factors such as local demographics, and also provides a description of target audiences and brand strategy recommendations which help bring the Village's brand to life. 

The final plan was presented to the Village Board at the February 24, 2020 Committee of the Whole meeting. 

View the Village Branding Plan

What is the Branding Plan's Strategy?

There are four categories of tactics to be used to "bring the brand to life":

• Public Relations tactics help develop the brand and enhance the reputation of the Village. Communication using key messages are essential to this tactic.
• Marketing/Outreach is, much like the term suggests, the advertising of the Village to specific target audiences.
• Economic Development Initiatives focus on implementation of programs to strengthen the Village's economic base and public/private partnerships. 
• Product Development tactics refer to the Village itself as a "product", encouraging staff to look at the Village in terms of what it's offering to the public by way of public spaces, events/festivals, customer service and infrastructure.

The Branding Plan document goes into detail on recommendations for each of these tactics, supported by the comments collected throughout the data gathering process.

What are the Village's Target Audiences?

Based upon MECO research, four key target audiences have been identified: 

• Developers/Prospective Businesses
• Future Residents
• Existing Businesses/Residents
• Regional Visitors

These audiences will be top-of-mind when drafting various Village communication messages or documents. 

Key Takeaways from the Branding Plan

Mount Prospect is a welcoming community that offers an exceptional quality of life
with a forward-focused perspective for those who live, work and visit here.
The Village is a thriving place with diverse neighborhoods, tree-lined streets and top-rated schools.
Mount Prospect provides friendly events and gatherings, and
delivers full-service retail, dining, recreation and entertainment amenities.
Home to Fortune 500 companies along with entrepreneurial mom-and-pop ventures,
Mount Prospect’s business environment is unbeatable.
The welcome sign is out…the excitement is building…be a part of it!

Mount Prospect Welcomes You Home
One person | One family | One neighborhood | One business at a time