Tennessee firm hired to brand Highland Park

The city of Highland Park has hired a Tennessee-based branding firm to identify a position for Highland Park and a strategy for marketing the city to businesses and shoppers with intent to buy.

Calls for the city of Highland Park to come up with a strategic marketing plan date back at least 20 years, but have picked up a sense of urgency as surrounding communities aggressively vie for businesses and consumers, according to the Office of Economic Development.

The city hired North Star Strategies LLC to complete a comprehensive marketing plan for the city at a cost of $75,000. The firm was selected from 19 responses, including five firms called in for interviews. North Star Strategies, one of two finalists from outside the Chicago area, has agreed to absorb travel expenses.

Carolyn Hersch, the city’s economic development coordinator, said North Star Strategies was selected unanimously as “they have the strongest municipal experience, the most impressive creative product and excellent results for similar work.”

The first $40,000 is budgeted for identifying a distinct and appropriate position for Highland Park, and the remainder for the creative development of a brand logo, tagline and marketing materials.

The city’s Business and Economic Development Commission last August recommended creating a cohesive marketing plan and a consistent message after examining other communities’ efforts and meeting with local businesses.