One item in the Village of Bartlett’s short-term strategic plan is to develop a community branding plan. At the June 6, 2023 Committee of the Whole meeting, the village board reviewed the project authorization from marketing firm A5.
The goals of the branding campaign include the following:
• Drive business attraction and retention
• Energize and inform current residents
• Position Bartlett as a desirable place for relocation
• Enhance the Village’s image as a customer service-focused community
Although the project includes the development of a logo and campaign slogans, the branding campaign goes beyond the artwork and includes communication pieces to utilize in economic development and for residents.
At the Committee of the Whole meeting, our board asked how we could measure the campaign’s success. A5 listed several “soft” and “hard” metrics, including website and survey data.
During the public meeting, I asked A5 if they could take a look at all of our software and systems in the village and see where we could more fully utilize our resources. They said that is part of the process and they would make suggestions for the village to implement.
First-year spending for outreach and engagement/Campaign plan, campaign concept development, and photography resources are $20,000-$25,000. It has been over 20 years since the Village last did a branding plan. I view this as having a part-time consultant on staff to help us move our communication and branding forward to appeal to current and future residents as well as commercial developers.