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Government

Berwyn marketing campaign targets Chicago city dwellers

BERWYN – The city of Berwyn is out to show the world that it’s a lot more than just another suburb of Chicago.

The city of Berwyn, in partnership with the Berwyn Development Corp., recently launched its ninth annual marketing campaign with the aim of changing the perception that Berwyn is just a typical suburb.

This Year’s “Nothing Like a Suburb” marketing campaign is bringing that message to city dwellers on billboards and CTA platforms in Chicago with such messages as: Live Culture Shouldn’t Only Be Found In Your Yogurt, Old School Not Prep School and Cookie Cutters Are For Cookies.

Starting June 1, and running through September, billboards went up at 24 locations in Chicago, as well as at 11 CTA platforms. The billboards carry an often humorous message in a “hip” way to provoke Chicago residents into thinking twice about Berwyn as a place to put down roots.

“We tried to select high-traffic areas, both pedestrian and vehicular, to maximize the numbers of eyes on the billboards, so we have a lot of exposure,” BDC spokeswoman Amy Crowther said. “It’s about creating a desire to visit and to possibly move here, or open a business here.”

The BDC partnered with award-winning Firebelly Design to research the effectiveness of past campaigns and to formulate a new direction after market testing with Berwyn-area residents and Chicago-based consumers, according to BDC officials.

The message is simple: There is a special energy here.

Social media plays a big role in the campaign as well, and a newly revamped WhyBerwyn.com blog offers a comprehensive store of information pertinent to Berwyn, such as information about real estate, businesses, schools, parks and recreation, cultural hot spots and special events.

“We want to be a very business-friendly environment and of course, we welcome new businesses in town,” Crowther said.

An important part of the campaign is getting local businesses engaged, Crowther said. To that end, businesses are encouraged to blow their own horns, so to speak, to get the word out on what they have to offer through social media or community calendars.

“We want our businesses to give people a lot of reasons to check out Berwyn,” Crowther said. “It’s sort of the Berwyn way, to be entrepreneurial.”

The attractions are not all brick and mortar in Berwyn; many are flesh and blood.

“We know we have a really great base of residents who have a lot of talent,” Crowther said. “We want everyone to know about it. Berwyn is a city that does interesting things.”

BDC President Mal Montoya said the campaign is broad scoped, and is aimed at introducing Berwyn to the Chicago area.

“It’s here to remind everybody that Berwyn is here and we’re rocking and rolling,” Montoya said. “We’re open for business. We’re gong after everybody.”

BDC Vice President Jousef Mondragon said the campaign’s driving focus is to make Berwyn a destination, not only to businesses, but to residents from one side of town to the other.

According to Mayor Robert Lovero, the campaign has raised awareness of Berwyn’s “great location, remarkable bungalows and other well-built housing, nightlife and events, thriving independent business base and warm, welcoming attitude. Our new look refines our branding in a clever way.”

More information on the city of Berwyn’s Integrated Marketing Campaign is available at www.whyberwyn.com.

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