By: Deborah Johnson Wood
When Holland city planners visited some real estate open houses several months ago they discovered that the realtors had expertise in marketing the homes, but did not know enough about the city to market its neighborhoods.
The realtors asked the planners to develop neighborhood guides they could use. But City Manager Soren Wolff asked the planners to market the entire city and help employers attract the brightest talent to work, and live, in Holland.
“This isn’t a Holland-only issue,” says city spokesperson Joel Dye. “The state is going through a transition with the housing market and changing growth patterns.”
The City of Holland hired Grooters Productions to develop a strategy with input from local businesses, seniors, Holland’s Young Professionals and others.
Phase 1 is underway with the development of a short DVD highlighting Holland’s neighborhoods, its urban energy and proximity to Lake Michigan. A web site will include neighborhood guides, an interactive map, and a desktop widget linked to an events calendar.
“Local companies will send the DVD to prospective employees, and will report back to the city council on the success of the campaign,” Dye says. “We want to be able to tell people that no matter what you’re looking for we can offer it.”
Phases 2 and 3, if approved, will launch a print and radio campaign and a strategy to keep the information fresh.
The total package could cost $300,000. The city set aside $50,000 of the economic development budget to fund most of Phase 1, which will run some $55,000. The Chamber of Commerce, Hope College and Holland Hospital have donated a combined $25,000.
“We have a good story to tell and we’re choosing to tell it,” says Dye. “We want a strong vibrant city in years to come.”
Source: Joel Dye, City of Holland
Deborah Johnson Wood is development news editor for Rapid Growth Media. She can be contacted at [email protected].
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