A view looking west on Central Street at Sheridan Road in downtown Highland Park Friday, May 6, 2011. (Chris Walker, Chicago Tribune / May 6, 2011)
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By Denys Bucksten, Special to the Tribune
August 1, 2013
What exactly are people saying about Highland Park behind its back?
No matter. As part of its Economic Development Strategic Plan, the city has approved a $75,000 branding initiative to help it control the message.
Such an initiative, officials think, will distill the essence of what makes the city special and promote that in the marketplace with the zeal of Billy Mays pitching Jupiter Jacks on late-night TV.
From a field of about a dozen firms, the city chose North Star Destination Strategies. The 18-year-old, Tennessee-based firm claims to have helped develop community brands for more than 150 communities in 37 states.
"Your brand is what people say about you when you're not around," said Don McEachern, chief executive officer of North Star. "In other words, your reputation."
McEachern described how "people have chosen to move to a city — without ever visiting it — based wholly on the word of mouth about it. Branding is what you do to change or refine that message."
Carolyn Hersch, Highland Park's economic development coordinator since 2006, said this image shaping idea isn't new.
"It dates back 20 years, requests for something like this," she said, adding that various entities in the community had scrounged around for such an identity. "What we're looking for is to discover and find a design about what makes the city special, so it can stand out in the marketplace. We're finally (focused on) looking for a unified message."
The endgame, said Hersch, is "we're looking to attract new business, retain our existing businesses and attract customers as well as residents."
Recent figures are that Highland Park's sales tax revenues account for over 40 percent of the city's general fund. Branding, officials feel, will bring focus to this integral generator of city revenues.
In a May 2013 prospectus to the city, North Star said it expects "to guide (the city) toward inspiring a critical mass of public and private sector businesses and organizations to create things — laws, signage, art, products, entertainment, etc. — that support and promote your brand. That is when the real buzz about Highland Park will start to be heard."
A business summit Oct. 2 at the Highland Park Country Club will seek more feedback on the branding initiative, said Hersch.
"The first part of the process, 80 percent of the work, is the research North Star is doing," she said. "Their research tells them what our existing story is but also what direction to go in for our future story."
Spreading the message could involve billboards on Michigan Avenue or the Illinois Tollway, said Hersch.
"It won't only be us (Highland Park officials) deciding (on a final branding)," she said. "It will be city staff, property owners, business owners, residents and people in the community. We won't be able to please everybody."
The branding could even involve a tag line.
"It may be like 'I (heart) New York,' but on a Highland Park level," Hersch said.
"This important initiative is a collaborative effort by our staff, business stakeholders, commissioners and City Council so that we continue on a path to economic success," said Mayor Nancy Rotering. "By following our crafted road map to economic growth, we open the door to even greater opportunities for our community."
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