$29,000 Social Media Campaign To Promote Highland Park Businesses

$29,000 Social Media Campaign To Promote Highland Park Businesses

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HIGHLAND PARK, IL — Councilmembers are set to consider a contract with a Chicago-based public relations firm to promote the city to visitors as a regional destination.

The marketing agency would run a six-month advertising campaign, which will include the launch of an city Instagram account and the purchase of social media advertisements.

The $29,000 professional services agreement with the Heron Agency will be financed from an existing business development fund that had been used to pay for print advertising in the past.

City officials have stopped buying print ads in response to feedback from the community and staff, according to a memo from the city manager’s office.

The ad agency was one of 18 responses submitted to a request for qualifications issued in April. Staff recommended Heron “based on the strength of their social media strategy and their expertise as a lifestyle tourism marketing firm to move Highland Park out of the pandemic as people change their habits.”

The marketing campaign will portray Highland Park as a destination for entertainment, dining and shopping, according to the memo.

Owners of local businesses and commercial properties suggested the new marketing campaign during focus groups and other meetings with city staff, it said.

City staff also plan to launch a new website to spotlight local cultural and commercial opportunities that will continue even after the campaign concludes Dec. 31.

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