Flossmoor is stressing those attributes in a marketing campaign designed to attract potential homeowners to the community. The campaign, which has been discussed for the past two years, officially kicked off June 16.
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Flossmoor is stressing those attributes in a marketing campaign designed to attract potential homeowners to the community. The campaign, which has been discussed for the past two years, officially kicked off June 16.
The campaign aims to, “get Flossmoor on people’s radar if they’ve never heard of it before, separate Flossmoor from Homewood-Flossmoor to those who may be aware already, and reach audiences that have an appreciation of culture, diversity, inclusion, community pride and the arts,” according to a village news release.
Last year, the village approached Tiny Bold Creative, a branding and graphic design studio in Chicago, to help develop the campaign. With Tiny Bold’s help, the message and branding for the campaign was completed by a small team of village staff as well as Juan Woodbury, a village resident and executive vice president of Leo Burnett.
The target audience of the campaign is a family looking for a permanent home. Marketing materials and advertisements will encourage home-seekers to come to the village for its schools, beautiful architecture and easy access to the city. Therefore, campaign advertisements hope to give off a feeling that “is warm and welcoming and evokes a place you’ll want to call home,” the news release states.
Advertisements will be seen in Chicago Magazine, Crain’s Chicago Business and on social media platforms such as Facebook and Instagram. Advertisements will also appear on Metra line platforms but the village expects to get “the most value from social media and other digital ads until Metra ridership resumes to normal,” according to a village document.
Tiny Bold is creating an evergreen brochure for the campaign and a website — discoverflossmoor.com which will be completed over the next few months. So far, a landing page for discoverflossmoor.com can be found on the village website, containing information for prospective residents.
“My favorite thing [about the campaign] is that we have a good product to sell,” said Trustee Jim Mitros, who also contributed to the campaign. “You don’t have to embellish anything about Flossmoor. It’s easy to talk about, it’s easy to put together a campaign that’s truthful about our community.
“We love this community and we want only the best for it. And I think that was the catalyst of [the campaign] and we want to share that with other people.”
The campaign’s effectiveness will be measured by a decrease in the number of days a home is on the market, closing the gap between a home’s list and sale price, a reduction in home vacancies, lower foreclosure rates, and an increase in home sales between $300,000 and $500,000.
The initial budget for the campaign is $13,000 with $6,000 dedicated to the Metra platform ads and $7,500 to digital and social media advertising. The Metra budget allows the village to set ads at four different stations for up to three months, but the village will start with two Metra ads to assess their effectiveness.
“We’re going to constantly be monitoring this and looking for better ways of getting our name out there,” Mitros said.