I received a reader comment on the trampoline issue, questioning who requested the trampoline ordinance in the first place. Because the person who requested the ordinance commented at the Village Board meeting, her identity is a matter of public record, and will be recorded in the official minutes of the meeting. As such, I believe it is fair game to report.

The person who brought this issue to the board was Barb Caprile, the Marketing Director for the Shorewood Business Improvement District.

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Steven, can you take one more comment about the trampoline issue before you bounce it from your blog? f what the trampoline owner suggested in her letter is true, I think there's still an issue to explore. Shouldn't someone look into whether or not the person making the complaint got an unfair advantage from a relationship with the village or the board?

It's just not good for a community to let people try to use this kind of influence to retaliate against neighbors. If what the trampoline owner said is true, isn't it a little funny that someone who markets our mostly friendly village took such an unpleasant approach to life in the community? If you're wondering why many people choose not to leave their names on this board, maybe it's because they don't want someone who disagrees to try to write an ordinance against their backyard grill! P.S., I agree with the person who said "What a waste."
- Shorewood blog reader, 8/9/07
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The Shorewood BID launched a blog 3 weeks ago now, which promised to "to keep residents up to date on what's happening downtown." They stuck with the old BID branding, "Uptown, Upscale, Uncommon" as their blog title. This brand is also used on the Shorewood BID website.

Given the fact that we spent $225,000 on a marketing plan to come up with our new brand, I would argue that any semi-governmental body affiliated with the Village of Shorewood should be using the "Walk Shorewood" branding. Consistent communications and positioning are keys to brand success.



Comments

1. "Hi Steve! The Shorewood BID spent several thousand dollars three years ago on the Uptown brand. While we are supporting the effort of the new Shorewood Village branding, we are slowly implementing on our end. The board felt there was still value to be gained from the investment in the other campaign. I would think by this time next year you will find the BID embracing the "two-feet" and "heart of everything" themes and identities. Hope this help! As always, just ask!"
- Jim Plaisted, Executive Director, Shorewood BID

2. "Steve, Thanks for keeping your eye on things like this that make no sense! While you're at it, you could point out that the poorly branded 'blog' contains not timely observations, but just the same old tired press release blather--not exactly the kind of thing to make people think of Shorewood as up to the minute, or even up to the decade. With a grand total of only two postings in three weeks, one would like to think they could do better. You manage to!"
- Shorewoodian, 7/25/07

3. "Well, for that matter, Steve, what have we gotten out of our $225,000 PR campaign that started two years ago or so? We don't have a brand that sticks or any coordination between Shorewood groups to ensure that we're branded consistently. I haven't seen any evidence that the positive press Shorewood has gotten had anything to do with that campaign, have you? Once in a while the village sends some newsletters telling us what's going on...could someone maybe let us know what we got for our money except for a poll identifying that we think of ourselves as Brad Pitt-esque and a promise to someday do a "direct mail" campaign--an extremely outdated and ineffective way to advertise?"
- Shorewoodian, 7/26/07