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Oswego Hires Firm to Craft Branding Plan for Village

Jul 22, 2016 06:58AM ● Published by Shannon Antinori

Oswego trustees on Tuesday voted unanimously to spend $60,000 to develop a regional positioning plan to bring more visitors and development to the village.

As part of its contract with the village, Business Districts, Inc. (BDI) will help craft a marketing plan and create a “brand” for Oswego, with the goal of attracting business, shoppers and tourists to the village.

“We want a plan for Oswego, a marketing, branding (plan) to really set us apart,” Village Administrator Dan Di Santo said.

The plan will include a review of current marketing methods, a new “motto” or tagline for the village, a branding and identity plan, marketing strategy and more.

Di Santo said the project also calls for a review of the village logo, which he acknowledged is not very old. He said BDI will determine whether the logo is on target with the village’s brand.

“We want a consistent, clear message that defines us in the marketplace,” he said.

BDI Director Bridget Lane said her company has crafted similar plans for communities including Lemont, Lombard and Oak Forest.

“If you don’t control your image, someone else will,” Lane said, adding that BDI will analyze the village’s resources, the existing marketplace and Oswego’s aspirations.

“The right brand is the point where they intersect,” she said.

Trustee Karin McCarthy-Lange was excited to see the regional positioning plan move forward with BDI.

McCarthy-Lange, who was part of a team charged with outlining the scope of the project, said she was impressed by BDI. The firm was one of seven to bid on the project.

“I walked into that meeting not wanting to like you guys,” McCarthy-Lange said, but the company’s extensive experience in Chicagoland helped win her over.

“You know what you’re talking about,” she said.


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