Recommendations / Workforce / Big Idea # 3: #ChooseTheGoodLife Campaign

Big Idea # 3: #ChooseTheGoodLife Campaign

Part of the "SOWEGA WORKS" initiative

WorkforceAlbany-DoughertyUnder $250,000

Overview

Launch the #ChooseTheGoodLife campaign to attract and retain millennials and young professionals by marketing Albany as an affordable, high-quality place to live, work, and build a professional life. The campaign would modernize and amplify the existing “Good Life City” messaging, using Albany’s cost of living, lifestyle assets, professional opportunities, and local attractions to promote the region as a viable location for young professionals.

Action plan

Short-term
Develop a young professional/millennial growth committee and establish a committee chair, potentially as a paid internship position. Work with stakeholders to establish unified commitment to the cause, including businesses, academia, chambers of commerce, economic development agencies, real-estate brokerages, entertainment venues, and airport authorities. Secure funding from local and state government entities, university outreach/marketing funds, and corporate sponsorships.
Medium-term
Develop content that supports a specific call to action. Work with corporate sponsors, Albany Area Chamber of Commerce, entrepreneurs, and influencers in local politics to secure and develop content. Secure a marketing agency and schedule a calendar for video features, photoshoots, and interviews.
Long-term
Launch the campaign as a three-pronged approach to City, Business, and Academia. Disseminate content through billboard promotions, website/app launch, and annual luncheons or “State of...” addresses. Incorporate wearable collateral, T-shirts, totes, bumper stickers, magnets, and hats.

Expected impact

Projected Campaign LaunchCommunity

Tracks launch of the campaign through City, Business, and Academia with billboard promotions, website/app launch, annual luncheons, and collateral.

Timeframe: Medium-term
Projected Young Professional RetentionEconomic

Tracks whether Albany retains young professionals after college or as young entrepreneurs/professionals.

Timeframe: Long-term
Projected Marketing Goal AchievementCommunity

Tracks measurable campaign marketing goals tied to the #ChooseTheGoodLife campaign.

Timeframe: Medium-term
Projected Increase in Young Professional ResidentsCommunity

Tracks expected growth in young professional residents over time.

Timeframe: Long-term
Projected Sponsorship FundingEconomic

Tracks the campaign’s ability to secure program/development costs through sponsorships.

Timeframe: Medium-term
Projected Regional RebrandCommunity

Tracks whether the campaign assists in promoting Georgia as diverse living options and helps rebrand the region as inclusive and diverse.

Timeframe: Long-term
Projected Young Professional AttractionEconomic

Tracks the campaign’s ability to attract millennials and young professionals to Albany.

Timeframe: Long-term
Projected Committee CreationInstitutional

Tracks creation of the young professional/millennial growth committee and chair role.

Timeframe: Short-term

Key stakeholders

Young Professional/Millennial Growth CommitteeCommittee Chair / Program ManagerAlbany-Dougherty Economic Development CommissionAlbany Area Chamber of CommerceCity of AlbanyDougherty CountyGeorgia Chamber of CommerceAlbany State UniversityAlbany Technical CollegeAlbany-Dougherty Industry Roundtable MembersChamber of Commerce Member BusinessesCorporate SponsorsEntrepreneurs and Influencers in Local PoliticsMarketing AgencyBusinesses, Academia, Local and State Chambers of Commerce, Local Economic Development Agencies, Real-Estate Brokerages, Entertainment Venues, and Airport Authorities

Estimated budget

Total: approximately $200,000. Program Manager Salary: $35,000; Research/Travel Costs associated with Program Manager: $15,000; Program/Development Costs: $150,000, secured through sponsorships.