Advertising, Media Planning and Media Buying Services

The Village of Schaumburg, IL will accept proposals via the Village's e-Procurement Portal, OpenGov https://procurement.opengov.com/portal/villageofschaumburg for 2025-RFP-049 , Advertising, Media Planning and Media Buying Services to be received no later than Friday, July 18, 2025 , 1:00 pm . Proposals submitted after the specified time will not be accepted.

The Village of Schaumburg (hereinafter the “Village”) is seeking proposals from qualified and interested vendors to satisfy a need for advertising, media planning, and media buying services to educate the public and increase awareness of the Village’s brand to a variety of audiences within and outside of Schaumburg.

The Village is seeking a full-service agency partner that will focus on helping the Village build its brand through:

• A comprehensive advertising campaign that features fresh, targeted creative, and
• Strategic media planning and execution

Elements of this project will include:

1. Strategic, research based recommendations for creative and integrated marketing, media planning and media buying recommendations

2. Development and production of results-driven creative (online, mobile, etc.)

3. Management of the production of various creative concepts and delivery to media outlets as required

4. Determine efficient and effective media mix, recommending appropriate media channels to adhere to campaign goals

5. Integration of analytic tools to measure and report on the impact of executed media strategies and tactics

6. Post-buy reporting and analysis

The primary purpose of the Village of Schaumburg is to provide high-quality services and programs to residents, businesses and visitors. In partnership with the community, the mission of the Village of Schaumburg is to provide the highest quality municipal service to our customers through thoughtful planning, fiscal responsibility, and accessible, responsive, and proactive leadership resulting in a continuously improving quality of life.

The Village has been in existence for almost 70 years and is committed to maintaining and advancing its position as a leader in serving the community. The Village recently completed a Community Perception Study as well as the National Community Survey – both of which offer detailed analysis and sentiment about Schaumburg. This information can be used to drive messaging and continue to advance Schaumburg’s brand.

It is envisioned that campaigns will have two distinct objectives with the following goals:

Generally promote and generate positive awareness for Schaumburg

• Reinforce the Village’s position as a premiere community of Chicago’s northwest suburbs
• Promote the Village’s many assets and amenities and introduce potential visitors to all that Schaumburg has to offer
• Strengthen public perception of the quality of life that is offered to residents, businesses and visitors in Schaumburg

Promote business opportunities to spur investment and economic development growth

• Promote Schaumburg’s office opportunities to attract new companies to reduce the office vacancy rate from 30% to 25%
• Raise awareness of the new 390 West Gateway Park TIF District to attract new industrial users and redevelopment
• Coordinate with Economic Development’s marketing efforts to increase investment in 90 North Schaumburg and build off the newly-developed “The Center of It All” campaign and website: www.90northschaumburg.com

The contracted agency will work closely with the Village’s Communications & Outreach Department as well as the Economic Development Department, serving as an agency partner to assist in advertising, media planning, and media buying for key markets.

Village Background
Located just 30 miles outside Chicago and about 11 miles west of O’Hare International Airport, Schaumburg is the premier suburban business destination in Illinois. In the past 60-plus years with vision and thoughtful planning, Schaumburg has transformed from a small farming community into a thriving economic center that is home to more business in Illinois than any other community outside of Chicago. Our businesses provide support to the community’s 75,000 residents, 80,000 employees and the northwest suburbs by offering professional and high-quality services and goods.

Beyond this distinction as the economic center of the northwest suburbs, Schaumburg is a community of neighbors with first-rate services and amenities offering those who live here a high quality life. Schaumburg offers a variety of unique opportunities that can satisfy anyone’s particular craving. Residents can attend a concert or the Farmers Market in the Town Square, take in theater and other shows at the Al Larson Prairie Center for the Arts, visit the Trickster Gallery (Native-owned and operated art gallery), discover family fun at Legoland Discovery Center, enjoy minor league baseball at Boomers Stadium, or utilize any of the nationally recognized Schaumburg Park District facilities. Additionally, the Schaumburg Township District Library is the second largest public library in Illinois with more than one million visitors each year. Additional information about the village can be obtained by visiting www.schaumburg.com .

Target Audiences
Throughout its branding process, the Village performed extensive research and obtained data from a variety of individuals to help understand current perceptions of Schaumburg. Targeted audiences included in the research process were the following: Elected officials; employees, Schaumburg residents and businesses (community); external influencers; and visitors and non-visitors to Schaumburg and the Chicago area.

The comprehensive final report of branded analysis, which includes all research and data findings, will be provided to the contracted agency to assist in developing an overall plan of advertising and media strategy for the Village.

Creative Deliverables
As part of the Village’s branding process, creative deliverables such as conceptual ads, sample marketing materials, and other pieces were developed, reviewed and approved by the Village of Schaumburg. Received deliverables were provided as a guideline to help launch the Village’s brand to internal and external audiences. The selected contracted agency will be given all approved creative deliverables for reference and to serve as the foundation of additional creative material development going forward.

Project Timelines

The Village estimates the following timelines as part of the project:

RFP Process*
Summer 2025: Solicitation issued; proposals received and reviewed; and contract awarded.

Anticipated Execution of Contract*
Early Fall 2025: Discovery and Kick-off meetings

Fall 2025: Development, presentation and review of strategy plan; plan revisions/approvals; development of creative deliverables
Early 2026: In market advertising begins

*All timelines are estimates and are subject to change