Rick, in Casablanca.
Naperville is cash-strapped but idea-rich.
The idea of corporate logos plastered on benches, asphalt or buildings in the west suburb might not be far-fetched.
Faced with another budget deficit next year, Naperville is considering an unusual option for long-term revenue: giving corporations exclusive rights to advertise on city property.
In a memo to the City Council this month, finance director Karen DeAngelis cited several examples of how this could work, including a program in which KFC pays for pothole repairs in cash-strapped cities in exchange for stamping the fresh asphalt with the chicken chain's logo.
Naperville also could sell the naming rights of buildings or allow companies to advertise their products as "the official drink" or "the official burger" of the suburb for a fee, DeAngelis said.
"It's not something we've done before, so we would be on the leading edge and we would need to be careful," she said in an interview.
Marketing experts say the practice of "municipal sponsorships" is rare but could become popular as cash-strapped towns look for new sources of revenue and advertisers look for new ways to reach audiences less attuned to traditional media.
While some Naperville council members said the idea makes them a little uneasy, they would not rule it out – if the price is right. The city faces a $4.8 million budget gap next year.
"If it would bring in $5 million it might be worth something," Councilman Richard Furstenau said. "I don't want to clutter up the city for $30,000 or $40,000."..."
Posts
No comments:
Post a Comment