The city of Lake Forest is looking for some attention.
City officials have started what is planned to be a three-year effort to attract shoppers, diners and homebuyers to the North Shore community.
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“Lake Forest has never had to sell itself, really,” said Susan Banks, city communications manager and a member of the Marketing Campaign Committee. “We’ve never taken an opportunity or a budget to promote who we are.”
The idea for a marketing campaign originated this past spring when area Realtors contacted Mayor Don Schoenheider, said Ald. Prue Beidler, the city council liaison on the Marketing Campaign Committee.
“There was concern over houses being on the market longer than hoped,” Beidler said. “That was the catalyst. Don’s sense was that we could make it a broader campaign.”
While the campaign aims to attract potential homebuyers, it also hopes to bring in shoppers, diners and those who will use recreational facilities.
A community meeting on Jan. 10 will aim to narrow down a list of positive Lake Forest attributes to five, as well as share photos and stories about the town. That meeting is scheduled to take place at LifeWorking, 717 N. Forest Avenue at 7 p.m.
“People like the walk-ability, friendliness, location, beach, ease of getting to Chicago by public transportation, open space,” Beidler said.
The ravines and major renovations to Northwestern Medicine Lake Forest Hospital are also important draws for the town, Banks said.
The city marketing campaign is anticipated to last three years, Beidler said.
The city has already hired Karl Stelter, a filmmaker who grew up in Lake Forest, to create short promotional videos at a cost of $18,500.
In February, the marketing campaign will make a presentation to the city council and will ask approval for further spending, Banks said.
That spending could include hiring a company called Brandstorming for $30,000 to help develop and organize the overall campaign. It could also include $50,000 in media buys over the next three years, although exactly what media it will use is still to be determined.
“I don’t see us doing a lot of billboards,” Beidler said.
In addition, there could be events and other community meetings. The marketing committee also hopes that locals will join in to help promote Lake Forest.
“We want to encourage residents and people who work here to be advocates for Lake Forest as well as drive people to shop and dine and move to Lake Forest as well,” Banks said.
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