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Algonquin marketing plan aims to bring business to its corporate campus

Trustees Debby Sosine, John Spella and Janis Jasper speak about a new marketing initiative to bring economic development to Algonquin at a Committee of the Whole meeting Tuesday.
Trustees Debby Sosine, John Spella and Janis Jasper speak about a new marketing initiative to bring economic development to Algonquin at a Committee of the Whole meeting Tuesday.

ALGONQUIN – A new campaign trustees spoke in favor of Tuesday would help improve the economy and get new businesses to come to the village.

Village trustees discussed hiring a marketing consultant to help the village promote its corporate campus and retail corridors. The board will vote to hire a firm at its next meeting.

​The selected marketing firm, a5 branding and digital, has a history of spreading messages in McHenry County. The firm created the “Real Woodstock” marketing campaign that marketed the city through traditional, digital and social media.

“They want to tell the story of what Algonquin is and why you want to be here, and we know because we live here,” Trustee Debby Sosine said. “One of the questions that came up was if we could get Amazon, and the firm said no, we probably won’t, and it would be awesome if we could, but Amazon doesn’t know Algonquin. We need to get out the word.”

The marketing campaign will focus on the corporate campus, a 1,000-acre business park development on Corporate Parkway off Randall Road. Most of the buildings are underdeveloped, Community Development Director Russ Farnum said, but the land was acquired to promote people to both live and work in Algonquin.

Trustee Laura Brehmer asked whether property owners are going to contribute money to marketing with the village.

“Why isn’t the landowner of the corporate center marketing its own property?” Brehmer said. “It’s a new property. Why should the village be spending money when the private owner should be marketing their own property?”

Farnum said a5 will be teaming with several brokers to market the property. He said a5 will work on marketing and promoting the village so people come to Algonquin, and brokers will work to move the company onto a particular site.

Trustee John Spella said he wants to see accountability and follow-through, saying he worries that if Algonquin receives 100 leads of new possible businesses, someone needs to ensure a deal is closed.

The board included funding for the services – which will be capped at $58,000 – in its 2018 budget, according to village documents.

Algonquin officials charged the firm with designing a campaign with consistent messaging and graphics, running ad campaigns and creating a community profile. A website with information, maps, timelines, opportunities and contact information, along with news releases and digital newsletters, also will help spread the message.

“We have to invest money to reap some kind of reward, and for $58,000, I think that’s pretty reasonable,” Trustee Jerry Glogowski said.

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