I’m thrilled to sit down with Milena Traikovich, a powerhouse in demand generation who has dedicated her career to helping businesses craft impactful campaigns that attract high-quality leads. With her deep expertise in analytics, performance optimization, and lead generation strategies, Milena brings a wealth of knowledge to today’s conversation. We’re diving into the innovative marketing plans of the Forest Park Chamber of Commerce and Development, exploring how they’re leveraging funding, partnerships, and creative initiatives to boost the village’s visibility. From billboard promotions and radio campaigns to social media strategies and community events, Milena offers her insights on how these efforts can drive engagement and support local businesses.
How do you see the Chamber’s use of ARPA funding shaping the future of Forest Park’s marketing efforts?
I think the allocation of $120,000 from the American Rescue Plan Act is a game-changer for Forest Park. It’s a significant boost to position the village as a vibrant hub for businesses and visitors. From what I understand, they’ve already spent $80,000 on various initiatives, and the focus seems to be on creating sustainable visibility. This kind of funding allows for experimentation with high-impact projects like digital campaigns or physical advertisements, which can draw attention on a larger scale. It’s also a chance to build a foundation for long-term growth by investing in tools and strategies that businesses can benefit from for years.
What’s your take on how the Chamber prioritized specific projects with this funding?
Prioritizing projects with ARPA funds likely came down to identifying what would have the most immediate and measurable impact. For instance, focusing on high-traffic opportunities like billboards or radio campaigns can quickly elevate Forest Park’s profile. I’d imagine they looked at areas with the greatest need post-pandemic—supporting local businesses struggling to regain foot traffic or attract new customers. It’s also smart to balance short-term wins with long-term investments, like updating digital assets such as their website, which serves as a central hub for information and promotion.
Can you share your thoughts on the I-290 billboard promotion and why it’s such a unique opportunity for Forest Park?
The I-290 billboard deal is a fantastic coup for the Chamber. Securing 84 hours of free advertising annually on a major highway is like hitting the jackpot for local visibility. It’s a high-traffic corridor, so thousands of commuters and travelers are exposed to Forest Park’s message without the hefty price tag of traditional billboard rentals. This kind of exposure can create a lasting impression, especially if the content is eye-catching and memorable. It’s a rare chance to stand out in a crowded advertising space.
What kind of messaging do you think would work best on a billboard like this to draw attention to the village?
For a billboard on I-290, the messaging needs to be punchy and visual since drivers only have a few seconds to absorb it. I’d suggest focusing on a strong tagline that captures Forest Park’s essence—something like “Discover Forest Park: Your Next Favorite Spot”—paired with vibrant imagery of local landmarks or events. Highlighting unique draws, like the annual Casket Races or the Holiday Walk, could spark curiosity. It’s also worth rotating messages seasonally to keep the content fresh and relevant, ensuring repeat viewers don’t tune out.
Let’s talk about the ESPN radio campaign on 1000-AM. What makes this partnership a strategic choice for marketing Forest Park?
Partnering with ESPN 1000-AM is a brilliant move because it taps into a specific, engaged audience—sports fans who are often local or regional. Radio still has a strong pull for community-driven messaging, and aligning with a trusted name like ESPN adds credibility. The campaign’s structure, with 261 commercials over nine weeks, offers consistent exposure for both the village and the participating businesses. It’s a way to reach listeners during their daily routines, whether they’re driving or relaxing at home, and plant the idea of visiting or supporting Forest Park.
How can the Chamber ensure that the investment in the radio campaign delivers real value for both themselves and the businesses involved?
Ensuring value from the ESPN campaign comes down to tracking and engagement. The Chamber should work with businesses to measure any uptick in foot traffic or inquiries during and after the campaign—maybe using unique promo codes or asking customers how they heard about them. It’s also critical to craft commercials that resonate with the ESPN audience, focusing on what makes Forest Park appealing to them, like family-friendly events or local dining. Since the cost is significant—$6,000 from the Chamber and over $3,500 per business—there should be a plan to offset expenses, perhaps by seeking additional sponsorships or reallocating marketing funds to ease the burden on smaller businesses.
Social media is a major focus for the Chamber. Why do you believe it plays such a crucial role in marketing a community like Forest Park?
Social media is indispensable for a community like Forest Park because it’s where people already spend so much of their time. It’s a direct line to potential visitors and residents, allowing the Chamber to showcase the village’s personality through events, businesses, and local stories. Platforms like Instagram or Facebook also offer precise targeting—by location, interests, or even hobbies—which means they can reach exactly the right people. Plus, it’s cost-effective compared to traditional advertising, and the analytics provide real-time feedback on what’s working, helping refine their approach on the fly.
Can you give an example of the type of social media content that might resonate with Forest Park’s audience?
Absolutely, content that tells a story or evokes emotion tends to perform best. For Forest Park, posting a short video reel of a bustling Madison Street during the Holiday Walk, with festive lights and families enjoying the scene, could capture attention and inspire visits. Another idea is a behind-the-scenes look at a local business, like a bakery preparing for Small Business Saturday, paired with a call-to-action to shop local. User-generated content, like reposting photos from residents at events, also builds community and authenticity, encouraging more engagement.
The Chamber’s video interviews with local business owners sound intriguing. How do you think these can help promote both the businesses and the village as a whole?
Video interviews with local business owners are a powerful tool because they humanize the community. They put a face to the name, letting viewers connect emotionally with the people behind the storefronts. For businesses, it’s a chance to share their unique stories, highlight what they offer, and build loyalty among customers. For Forest Park, these videos collectively paint a picture of a thriving, supportive community worth visiting or moving to. When shared on social media or the Chamber’s website, they can amplify reach and create a ripple effect of interest.
What’s your forecast for the future of community marketing strategies like those being implemented in Forest Park?
I’m optimistic about the future of community marketing, especially for places like Forest Park. I believe we’ll see even more integration of digital and physical strategies—think QR codes at events linking to interactive online content, or augmented reality experiences that bring local history to life. Personalization will be key; communities will leverage data to tailor campaigns to specific demographics. I also expect a stronger emphasis on partnerships, whether with influencers, local artists, or larger media outlets, to amplify reach. If Forest Park continues to innovate and measure the impact of their efforts, they could become a model for how small communities can punch above their weight in attracting attention and investment.
