Customer Success: Case Studies

Community Networking: Late Nite Highland Park^sm

Late Nite HP^sm is an exciting initiative that was started by the City of Highland Park Illinois in the fall of 2005. It's goal is to encourage the community to support restaurants and merchants who agreed to stay open late on Friday and Saturday nights to offer entertainment, dining, and socializing options for adults and teens.

Terri Olian Late Nite HP organizer recognized the importance of effective marketing: "From the start, we realized that for the initiative to be successful we needed to get the word out that Highland Park was open late. We also knew that the internet and email marketing was a great way to accomplish our goal. We contacted John Fell of E-Mail Logic, who suggested we have a Late Nite HP web site and send out a weekly Late Nite HP e-mail blast. John and his staff worked hard to design a web site that was informative and eye-catching. They also created a format for the weekly email that was inviting and able to be read quickly."

The Late Nite HP web site and email blast have been instrumental in letting people know which venues are open late in Highland Park, where live entertainment can be found during the upcoming weekend, and what performances are coming in the weeks ahead. The web site contains performer bios and “talent call” information for those wishing to perform. People can also read about Late Nite HP and find out more about the initiative via the contact link.

Late Nite HP has been praised throughout the North Shore of Chicago for creating an energized, dynamic nighttime scene. With the help of E-Mail Logic they will continue to communicate to the interested parties and reinforce the relationships between the community and its merchants as their formula for continued growth and success.

See emails for Late Nite HP^sm