The Village is seeking to evaluate its existing logos, tagline, and historic advertising efforts for effective rebranding.  This is in reflection of the Village Board’s 2018-2019 Business Plan, project 7a, which states: The purpose of this study will be to update, review and redistribute research on other communities’ branding efforts and prepare a preliminary memorandum outlining options and recommendations along with possible timing and funding for the Village Board discussion and consideration regarding a possible rebranding initiative.

The Committee-of-the-Whole, on August 13, 2018, discussed the results of an analysis of over 20 Chicago-area communities.  The direction was further in-house evaluation and drafting of a request for proposals (RFP).  The Planning & Community Development Department issued an RFP to 14 marketing firms in August 2019.  The scope of the RFP included:

1. Evaluation and recommendations regarding the Village’s current marketing efforts, logos, and branding;

2. Evaluation and recommendations regarding the Village’s current logos for non-marketing efforts;

3. Development of a series of design concepts to refresh and re-energize the Discover Arlington logo and tagline;

4. Determination if there is an opportunity to unify the existing logos/crest used by the Village;

5. Preparation and provision of final logo(s) and tagline concepts;

6. Creation of a series of ads with consistent branding, promoting Arlington Heights as a customer destination.


In September 2019, seven Arlington Heights firms provided submissions.  A staff rebranding committee evaluated and ranked these proposals strictly on content, firm experience, as well as comprehension of, and time commitment to, the project scope.  Springboard Brand & Creative Strategy was ranked the highest.  The Staff committee interviewed three finalists prior to finalizing this recommendation.

The recommendation of this consultant is based upon their overall comprehensive experience, presentation to Staff, time and availability dedicated toward this project, and cost comparison to other communities that have undertaken similar rebranding efforts.

Recommendation

It is recommended that the Village Board authorize the Village Manage to execute a contract with Springboard Brand & Creative Strategy in an amount not to exceed $35,000 from the Village’s Economic Development account #101-4001-521.40-40.