Village of Olympia Fields: Brand Campaign - August 17, 2020
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Village of Olympia Fields:
Brand Campaign
August 17, 2020
1
Project Scope
Typical
We AreBranding
Here Process We Are Here
1. 2. 3. 4.
Listen Think Create Launch
Outreach
–– Review
Outreach and
and
Existing –– Distill
Brand
Brand Platform
Platform
Research –––Name
Tagline
Tagline –––Launch
Launch
Launch Plan
Plan
Plan
Engagement
Engagement
Data & Materials Development
Development
– Key Messages – Brand Hierarchy – Create Deliverables
– Research/Surveys – Positioning – – Talking
Talking Points
Points
– Graphic Identity ––Web
Create
Create Site
– Communications – Brand
Communications –– Create
– Interviews Platform
BrandBrand
Platform –––Tagline(s) Deliverables:
Deliverables:
Collateral
Graphic
GraphicIdentity
Identity
Audit
– Perception Study Testing
Testing /
Platform – Brand Assets - -Advertising
Economic
Economicdevelopment
development
The Brand Story –––Brand
Marketing
Marketing and
and
Standards SEO
microsite &
microsite AdWords
Communications
Communications - -GoogleSocial Media
Ads/SEO
E-newsletters and
Plan
Plan - PR
E-newsletters
announcement and
emails
Signage
announcement
- Social media emails
––Photography
Photography - -etc.
Social
Villagemedia
website
- Village
additions website
and
additions
maintenance and
-maintenance
Print newsletter (added)
- Pitch deck (added) 42
Process
Audit:
• Conducted a comprehensive audit of communication tools, materials and
Village plans/assessments
Outreach & Engagement:
• Interviewed 30 stakeholders
• Met with Economic Development, Education and Community Relations
Commissions and Department Heads
• Analyzed information gathered from interviews and focus groups
• Reviewed Olympia Fields communication tools
• Reviewed and compared with 12 other communities
3
Goals
-Develop a brand and story to promote economic development, build
community and foster pride
-Create a campaign that residents, businesses and stakeholders
can rally around and that promotes what makes Olympia Fields
different and better
- Craft a compelling story that Olympia Fields owns and that is used to
spread awareness of Olympia Fields and motivate people to act
4
Campaign Brand
why olympia fields site selection success stories contact
Looking for the right place to open your business?
Consider beautiful Olympia Fields, the jewel of the
south suburbs. Home to Olympia Fields Country Club
and two Metra stops, Olympia Fields offers a great
location and room to grow in an upscale setting.
Olympia Fields. Of course.
Let’s Talk Business
Village of Olympia Fields / 20040 Governors Highway
Olympia Fields, IL 60461 5
*Sample photograph
Print
Newsletter Field Notes
J U LY & A U G U S T 2 0 2 0
DON’T FORGET:
November 3, 2020
Election Day is Tuesday,
November 3. Find voter
information on the Village
web site under “How Do I...”
In This Issue
Graymoor community comes
together to beautify entrances
Tips for homeowners to
maintain property in beautiful,
environmentally friendly ways
Olympia Fields Hosts
Colorful street pole signage
honors all 2020 graduates
Prestigious 2020 Village honors retiring Public
Works employees after
BMW Championship decades of service
August 27th-30th
In August, Olympia Fields will take
center stage in the international
world of golf. Top golfers from all
In late August 2020, Olympia The Olympia Fields Country Club has over the world will be competing in
Fields will welcome the 2020 BMW been a steadfast supporter of the the prestigious 2020 BMW Champion-
Championship and FedExCup BMW Championship’s sole charitable ship and FedExCup Playoffs here in
Playoffs, the most prestigious event beneficiary, the Evans Scholars Olympia Fields. The event normally
of the Western Golf Association’s Foundation, which provides full college would have been attended by more than
European Tour. tuition and housing scholarships 133,000 people and viewed worldwide
to caddies with limited financial by more than a billion households.
Founded in 1915, the Olympia Fields means. Over the years, 171 Olympia
Country Club has long supported Fields caddies have graduated from Due to the COVID-19 pandemic, the
national golf competitions at all levels. college as Evans Scholars, beginning PGA Tour announced on July 13th that
One hundred years ago this month, the with Don Dahlke, who earned an the championship will be played without
club partnered with the Western Golf Evans Scholarship in 1954 to attend spectators. All four rounds of the event
Association to host the 1920 Western Northwestern University. Seven Olympia will be broadcast live, as scheduled,
Open, the predecessor of today’s BMW Fields caddies currently attend college on NBC and the Golf Channel on
Championship. as Evans Scholars. August 27th-30th. Be sure to tune in.
Street Banners
Z 2” POLE POCKET
Z 2” POLE POCKET Z 2” POLE POCKET Z 2” POLE POCKET
CONGRATS CONGRATS CONGRATS CONGRATS
TO ALL TO ALL TO ALL TO ALL
2020 2020 2020 2020
GRADS! GRADS! GRADS! GRADS!
Z 2” POLE POCKET
Z 2” POLE POCKET Z 2” POLE POCKET Z 2” POLE POCKET
7
Pitch Deck
Olympia
Corners
Market Profile
– 26 miles from Chicago
– 45-minute drive time to Loop
– 12 miles from Indiana
– Easy Interstate Access
A Redevelopment Opportunity
2
in Olympia Fields, Illinois
144
Acres of Parkland
Metra Stations
22 miles (40 minutes)
to Midway International
$2.3 Billion Airport
in Retail 43 miles (50 minutes) to
O’Hare International Airport
Spending Customers
33 miles (35 minutes) to
15-MINUTE Gary Jet Center for general and
Olympia Fields DRIVE AREA corporate aviation
271,000 10 miles (25 minutes) to Bult Field
South Suburban Airport for general
and corporate aviation
Customers 86 miles (1 hour, 30 minutes) to
South Bend Regional Airport
p5
8
Economic Development Microsite
*Sample
photograph
9
Economic Development Microsite
Batter & Berries PR
Chicago Tribune/Daily Southtown Chicago Food Magazine
(interviewed owner Craig Richardson
& Mayor Sterling Burke)
Eater Chicago Patch
11Success Stories
12Success Stories
13BMW Championship/FedEx Cup Playoffs
- Leverage the BMW
Championships to
draw attention to
Olympia Fields
- Have coverage
mention Olympia
Fields, the “jewel of
the south suburbs”
- Although
there won’t be
spectators, put up
signage to welcome
professionals,
media, etc.
14Village Web Site
Reorganized
site map and
rewrote page
titles to highlight
opening a business,
living in and visiting
Olympia Fields
Added
graphic
buttons
Created
COVID-19
section of
website
15Facebook & E-Newsletter (next steps)
Village News
Village of Olympia Fields
M AY & J U N E 2 0 2 0 THE VILLAGE O F O LY M P I A F I E L D S
“When I was looking to open a second location, Olympia
Fields was the obvious choice. It’s affluent, community-
NEWS YOU CAN USE
minded and it’s in the center of everything. AndPlease
theFollow
Village
COVID-19
Safety Measures
welcomed us and Batter & Berries with open arms., ” says Governor Pritzker’s
As a reminder,
Statewide Stay-At-Home Order
Tanya Richardson, owner of Batter & Berries. is in effect through May 30. The
Village of Olympia Fields requests
everyone to please adhere to
the current stay-at-home order,
practice social distancing and wear
face coverings in public settings.
Village of Olympia Fields
Visit the Village web site for
information on COVID-19 and the
Village of Olympia Fields.
Public & Government Service
Subscribe to the Village
Notification System
Receive the latest news and
updates from the Village. Sign up
on the Village website here: www.
olympia-fields.com
The Emmaus Community Church
Offers Virtual Service
Join the Emmaus Community
for its Epic Online Gathering on
Sundays at 9am. Learn about this
and more virtual events at www.
theemmauscommunity.org
Outstanding Experience
Inside This Issue
With Bizios Fresh Market
Curbside Pickup • When Trees Get Too Tall
• A Friendly Reminder from the
Police Department to Lock
Shared by Residents Alice Moussa-Davis and Earl J. Davis
Your Vehicle
“We are regular shoppers at Bizios.
Due to the stay-at-home order, we
Learn More
arrived for curbside pickup, Nick
put the groceries directly into our
• Support Local Businesses,
Restaurants and Retailers with
could not go in person but missed trunk. It was everything we wanted. Delivery, Curbside Pickup and
their products. We called and Thank you, Nick and Jim, for taking Online Ordering
spoke with Nick. He wrote down care of us!” • Respond to the 2020 Census
Learn About Opening Your Owncurbside
To order
information over the phone and Business
our grocery list, took our payment
pickup from • Olympia Fields Welcomes
in Olympia Fields Bizios, please call 708-983-6970.
bagged our items for us. When we Kidney Care Center
on Vollmer Road
OFCOURSEOLYMPIAFIELDS.COM
Learn More
16Campaign Implementation
– The “Of Course” campaign tells stories of people and places that are
unique to Olympia Fields and promotes economic development.
– The campaign gives residents, businesses and stakeholders
something to rally around.
– The next step is sharing the campaign inside and outside of the
community, via email, social media, web, etc.
– Over the next year, track metrics (web traffic, social media followers,
e-newsletter open rate, conversations, etc.) and adjust to hit goals
(new, expanded businesses, new residents, sense of
community pride).
17Timeline
Jun Jun Jun Jul Jul Jul Jul Aug Aug Aug Aug Aug Sep
15 22 29 6 13 20 27 3 10 17 24 31 7
Finalize Brand
Street Banners
Print Newsletter
Photography
Pitch Deck
Microsite
Village Web Site
BMW Championship
Social Media
E-Newsletter
18You can also read
