City-run Web site would anchor new marketing efforts
Holland firm Grooters Productions, which developed the new marketing strategy, suggested using drive-time radio spots and billboards to entice commuters to move to Holland with slogans such as: “Hate this drive?,” “Be home by now” and “The Gasculator” — a reference to a calculator that could be on the proposed Web site. It would show drivers how much they spend every day, week, month or year on their commute.
“We wanted to go into this process with our eyes wide open and say, ‘If we’re going to do this, what is it going to take to really get it done?’” city Community Development Coordinator Joel Dye said.
The campaign would, “Paint the City of Holland as a progressive, best option for residency,” the report said. The city paid $8,000 for Grooters’ strategy.
Print, Web and video campaigns would highlight neighborhoods, schools, parks and homes.
Focus groups were comprised of representatives from Holland Hospital, Hope College, Haworth, Evergreen Commons, Latin Americans United for Progress, schools, real estate and others contributing their ideas of the city’s positive and negative aspects.
Opportunities listed in the report include lakeshore and outdoor recreation, home fix-up programs, low-cost music, art and theater programs and that the city is seen as family friendly and safe.
Negative perceptions are seen as among the city’s biggest challenges.
Public education, diversity, entertainment venues and newer home stock is seen as lacking, focus groups said.
Company recruiters and relocation specialists specifically requested more information to give prospective employees.
Questions will have to be answered between now and city budget time in April, city Councilman Craig Rich said.
“Is this a necessity? Who should do it? Who should pay for it? Who should implement it?” he said.
The city would have to commit financial and staff resources to the plan for it to work.
To do it all would cost $354,000 over the next three years, the report said.
“It’s like a buffet — we can pick and choose what we want,” Dye said.
Download Marketing .pdf here.
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