Since 2007, the City of Berwyn has actively promoted its rich history and forward momentum. The campaign was recently showcased as a best practice in the Homes for a Changing Region Toolkit, which was created by the Chicago Metropolitan Agency for Planning (CMAP), Metropolitan Mayors Caucus and Metropolitan Planning Council. The toolkit is an online guide to help communities plan for their current and future residents. Berwyn was selected as a case study due to our success in stimulating investment and building brand awareness for the community.
The 2017 campaign continues its storytelling under the "Nothing Like A Suburb" tagline that has been used for the past three years. This year's messaging reflects Berwyn's core values and assets—our individuality, genuine community and unabashed self-awareness. Outdoor advertising and social media will focus on two themes, Full of Character(s) and Handcrafted Community.
Each theme highlights specific local "characters" to help illustrate our message. Our characters – whether they are homegrown or have seen Berwyn as a beacon for their craft – have made an impact on our cultural landscape. The subjects of our ads are:
- Berwyn resident and entrepreneur Paul Macchione of Flapjack Brewery, Berwyn's first small-batch craft brewery;
- Entrepreneur and Chef Oliver Valenzuela of Oliver's Prime Cuts & Fresh Seafood, serving American contemporary farm-to-table specialties;
- Berwyn resident, artist and entrepreneur Jessy Laubis of Jessy Laubis Handmade, who also organizes the Craft & Vintage Market every 3rd Saturday at Friendly Coffee Lounge; and
- Actor Ilse Zacharias, who played the lead in the 16th Street Theater's production of Into the Beautiful North.
Mayor Robert J. Lovero welcomes all with open arms, stating, "The City of Berwyn has a fantastic location with close proximity to downtown Chicago and a long history of homeownership pride. We set ourselves apart because we truly are a unique place with lots of character and are home to hardworking and creative people. We don't just accept diversity but actively welcome it. This assertive approach has contributed tremendously to the vitality we have in Berwyn today."
Richard "Jousef" Mondragon, BDC Board President, added, "Berwyn is blessed with a critical and exceptional asset – our people. Our community is a distinct blend of longtime residents, newly transplanted urban dwellers, families and entrepreneurs, and our people are at the center of what makes us special. You'll find that the Berwyn experience is more comfortable than a city, more exciting than a suburb and approachably artsy. We are #NothingLikeASuburb."
The 2017 campaign runs from June through September and includes billboards in Chicago neighborhoods, posters on CTA el platforms, direct-to-consumer outreach through special events and social media engagement. The responsively designed WhyBerwyn.com blog provides visitors with a stream of information on the area's real estate, businesses, schools, parks and recreation, cultural hot spots and special events.
Berwyn is known for its great location, remarkable bungalows and other well-built housing, nightlife and events, thriving independent business base and warm, welcoming attitude. Berwyn has established itself as a "livable" community as evidenced through a wide variety of transportation choices and short commutes to job centers, equitable and affordable housing options, and an enhanced sense of community through easily accessible and walkable amenities like parks, schools and business districts.
Additional information on the City of Berwyn's Integrated Marketing Campaign can be obtained through the Berwyn Development Corporation at (708) 788-8100 and at WhyBerwyn.com. This campaign can also be followed at facebook.com/WhyBerwyn, twitter.com/WhyBerwyn and instagram.com/WhyBerwyn.
Answer Book 2018
To view the full print edition of the Wednesday Journal 2018 Answer Book, please click here.
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