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Elburn considers rebranding logo, motto

Village to look at other rebranding clients to decide if it is right for Elburn

ELBURN – The village of Elburn is moving forward with its rebranding efforts by reaching out to other communities who have utilized the marketing expertise of Custom Direct.

Custom Direct, which has done work for Glen Ellyn, Niles and Roselle, was one of four companies to respond to a request for proposal to rebrand the village of Elburn, including a redesigned logo and motto.

Since 1987, Custom Direct, based out of Roselle, has defined, designed and produced strategic and creative marketing and technology solutions that deliver successful, measurable results for a wide-array of clients. The company strives to deliver integrated marketing solutions to help tell the story of its client. Elburn hopes it can successfully do the same for the village.

“I think having staff talk to those who have worked with Custom Direct makes the most sense,” said trustee Kenneth Anderson. “And I would imagine that this isn’t just a static thing, but it’s something you manipulate as you move forward.”

Village President Jeff Walter and trustee Patricia Schuberg both noted how the presenter from Custom Direct stuck around at a prior meeting, paying attention to what’s taking place in the village and jotting down notes. That impressed both of them.

“Without stalking us, she seemed to have a grasp about who Elburn was or at least showed affinity and a willingness to learn about Elburn and what makes us tick,” Schuberg said. “Every town is unique, and some of our idiosyncrasies she’s willing to learn. Plus, our investment [in Custom Direct] is much easier on our pocket book.”

It’s an investment that trustee David Gualdoni thinks the board might be premature in pursuing at this time.

“Nobody really knows what is Elburn so I have a hang up with spending this money until we grasp an idea of what we are, what we have available and what we’re marketing to,” he said. “I think we are jumping the gun. We have some policy and ordinance issues we need to address before we start marketing; otherwise, we’re putting lipstick on a pig at the end of the day.”

Walter acknowledged that the village needs to start somewhere with rebranding and finding out more about the company and inquiring with similar clients seems to make the most sense right now.

“I think to start down the road of rebranding the village, I think [Custom Direct] will helps us figure that out,” he said. “In fact, that’s what they do. They come out and look at the town, they look at the future, they look at our strategic plan and look at everything else.”

The marketing, according to Walter, will come later.

“I don’t think they’ll be doing any marketing presentations yet,” he said. “Certainly down the road they could do that for us as part of the proposal. We’ve got to start down the road to somewhere and I think it’s a good idea to talk to some of those other towns and see what they had when they started.”

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