Berwyn Rises to the Top With Launch of 2011 Marketing Campaign

July 14, 2011 | 12:56 pm

PR Newswire

BERWYN, Ill., July 14, 2011

BERWYN, Ill., July 14, 2011 /PRNewswire-USNewswire/ -- The City of Berwyn and the Berwyn Development Corporation (BDC) are pleased to announce the launch of the City of Berwyn's 2011 Integrated Marketing Campaign.

"The Why Berwyn campaign has been a huge success for our city. Whenever I meet a new resident that saw our billboards or ads and then moved here, I know that our efforts have made a positive difference and that we've added equity into an already great community. Berwyn is decked in accomplishments due in no small part to the energy and vision of our residents. In fact, Berwyn just was named by This Old House magazine as one of the nation's best neighborhoods for bungalows and to protect this title, our grassroots volunteer-based "City of Homes" Organization just launched its Berwyn Bungalow Preservation Initiative to assist homeowners with restoration and maintenance of our beloved bungalows," said Mayor Robert Lovero. "And our amenities are outstanding. Berwyn has over 23 parks and 500 activities that cater to every walk of life from little league baseball to swimming and splash pools to zumba classes. We have four great shopping corridors that continue to grow with developments such as the future Meijer and Buffalo Wild Wings that will be going in at Cermak and Harlem down to independent boutique eateries such as Autre Monde Cafe & Spirits on Roosevelt Road and Olive or Twist Restaurant and Martini Bar in the Depot District. We tell people that we are accessible by train or car and that they should visit us to see what we're about, but once they visit I expect they wonder why they are leaving."

Paul Zimmermann, President of the BDC, added, "We used to say that Berwyn was a hidden gem, nestled just west of Chicago's South Loop, but we've elevated our game and people have taken notice. Berwyn no longer fits into that Svengoolie-fueled image, which is why we are able to attract young professionals and entrepreneurs. Our strength is in the diversity of our residents and businesses and the collective will to move forward together. I'm so impressed by all that we've accomplished and the development that we've experienced. I also love that Berwyn is such a welcoming, comfortable community even in the midst of change and growth. It's the place to be, whether you call it home, do business here, or visit us for nightlife."

Now in its fifth year, the 2011 campaign will continue to brand Berwyn as a top-choice destination for move-up and first-time homebuyers. The 2011 campaign runs from June through September and includes billboards in select Chicago neighborhoods, posters on select CTA el platforms, direct-to-consumer outreach through special events and direct mailings, radio advertising, and updates to the WhyBerwyn.com website. The billboards and platform posters will rotate in high traffic areas that capture views from pedestrians, drivers and transit riders. Online advertising will blend the Berwyn brand with promotion of special events and current accolades for the area's housing stock in order to promote tourism and homeownership in Berwyn.

True to its beginnings, the campaign continues to use a bull's eye graphic to illustrate Berwyn's geographical convenience. This key visual component has helped raise the community's visibility and established a brand presence for Berwyn among consumers and business professionals living throughout the Chicago area. At the conclusion of the 2010 campaign, research found that Berwyn's marketing efforts resulted in overall positive perceptions about Berwyn's convenient location, its good dollar value, the quality of its homes, and its attractiveness as a destination and a place to live.

This year, the campaign has repurposed its bull's eye graphic into a rising sun and paired it with the tagline Berwyn Rising.  The message is an aspirational one, which highlights Berwyn's forward momentum and optimism while reminding the viewer of the opportunity and potential in making Berwyn home.

The WhyBerwyn.com website provides visitors with a stream of information on the area's real estate, retailers and service providers, schools, parks and recreation, cultural hot spots and special events. Whatever the angle, visitors are certain to find an answer to the question, "Why Berwyn?" The site includes a comprehensive calendar of events that details the City's many festivals and recreational opportunities as well as a full local business listing to promote the business base and offer convenient access to Berwyn's hottest places to shop, dine and relax. For those who are not yet ready to "buy," the site offers a diverse mix of options for consumers to "try" Berwyn and see all that Berwyn has to offer.

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 www.whyberwyn.com. To view the billboard artwork, please visit http://www.berwyn.net/integrated-marketing-campaign. This campaign can also be followed at facebook.com/WhyBerwyn and twitter.com/whyberwyn.

The BERWYN DEVELOPMENT CORPORATION (BDC) is a public-private partnership with the City of Berwyn that provides economic development and Chamber of Commerce services to all segments of the Berwyn community. The BDC is a not-for-profit membership organization that serves over 300 business and individual members. The BDC focuses its efforts on those activities that will improve the overall climate for local businesses and residents, in addition to encouraging the development of new commercial venues and employment opportunities. The BDC continually strives to develop new programs, services and events that promote Berwyn businesses and the community.