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Marketing & Advertising Support for Local Business

downtown evanston storefronts

Commitment Overview

Under the Community Benefits Agreement (CBA) between Northwestern University and the City of Evanston, Northwestern has committed to providing marketing and advertising support to local businesses during the construction of the new Ryan Field stadium. In partnership with the Kellogg School of Management, Northwestern aims to help local businesses, including those part of the Central Street Business Association, maximize the positive impact of the new stadium. Additionally, Northwestern is working with the City and other business districts to develop a cohesive plan to leverage increased visitor traffic to benefit businesses across Evanston.

Objectives and Goals

  • Maximize Business Impact: Provide marketing and advertising resources to local businesses to help them capitalize on the increased foot traffic from stadium visitors.;
  • Collaborative Planning: Develop a cohesive strategy in partnership with the City, business districts, and the Central Street Business Association to enhance the economic impact of the stadium.
  • Support Local Business Growth: Engage Kellogg MBA students and marketing experts to support local businesses with advertising, marketing, and strategic initiatives.

Community Impact and Outcomes

  • Financial Contribution: Northwestern contributed $10,000 to the Central Street Business Association to support a revamp of their website, making it a more effective marketing tool. The upgraded website aims to provide better visibility for local businesses and promote events that attract visitors to the area. 
  • Marketing Strategy Support: Arranged a meeting with the Chief Marketing and Communication Officer of the Kellogg School of Management to advise the Central Street Business Association on developing a comprehensive marketing strategy. This partnership aims to ensure businesses are well-prepared to leverage the stadium's impact.