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IDA Grant Application Marketing Campaign to Attract Young Families and Professionals to Chandler SUBMITTED TO: CHANDLER IDA BOARD APPLICANT: CITY OF CHANDLER ECONOMIC DEVELOPMENT Project Community Attraction Campaign The City of Chandler’s Economic Development Division is requesting $150,000 in grant funding to launch a marketing campaign to attract young families and professionals to Chandler. The goal is to proactively counteract demographic trends impacting our community, such as an aging population and low birth rate. These trends are not unique to Chandler but pose significant challenges for our city and schools. These trends in tandem with Chandler running out of land for additional residential development have already contributed to declining school enrollment and the need to discuss the possibility of school closures. On a city level, slower growth and an aging population could affect future labor force availability, consumer spending, service expectations, and sustainability of municipal revenue streams. ECONOMIC DEVELOPMENT IDA GRANT APPLICATION | 2 The Economic Development Division wishes to contract with a full-service marketing agency to plan and execute a multi-channel campaign that would target young families and professionals. The campaign would promote the many benefits of living in Chandler via short videos, social media posts, and digital/ print paid media. This project would involve collaboration with school districts serving Chandler to promote their academic excellence and unique advantages. Other advantages of Chandler to be promoted include job growth/quality job opportunities, community safety, family-friendly recreation amenities, and the relative affordability of certain neighborhoods. By approving this grant request, the Chandler IDA Board can play an important role in positioning our city and schools for continued success. Chandler Unified School District Enrollment Projection 20,000 25,000 30,000 35,000 40,000 45,000 50,000 2015/16 2016/17 2017/18 2018/19 2019/20 2020/21 2021/22 2022/23 2023/24 2024/25 2025/26 2026/27 2027/28 2028/29 2029/30 2030/31 2031/32 2032/33 2033/34 2034/35 Trend Mid Stable Source: Applied Economics, 2024. Presented at Oct. 23, 2024 CUSD Governing Board Meeting. ECONOMIC DEVELOPMENT Project Team The Economic Development Division will manage the project and work performed by the selected marketing agency. The chosen agency will serve as the lead in planning overall campaign strategy and execution, which will also be done in collaboration with Chandler Unified School District, Mesa Public Schools and Kyrene Elementary School District leadership. The Economic Development Division views this project as an opportunity to further engage with our education stakeholders and strengthen partnerships with the schools that serve our city. Project Timeline Upon notification of Chandler IDA grant funding approval, the city will work to issue a request for proposal to identify a qualified marketing agency to help strategize and execute this campaign. Once an agency is selected, we anticipate it will take two to three months to perform market research and develop a draft campaign strategy with supporting story board concepts for approval by city management and key project stakeholders. Once approved, initial asset production would begin. A tentative project timeline is provided below. The success of this campaign would be evaluated throughout the year and the Economic Development Division would report on traction gained. It is expected the campaign would span several years as it is focused on a challenge that cannot be fully addressed in the near-term. Mar. Apr. May June July Aug. Sep. Oct. Nov. Dec. Jan. Feb. IDA Grant Awarded RFP Developed/Issued Agency Onboarding Asset Development Campaign Approval Campaign Launch IDA GRANT APPLICATION | 3 ECONOMIC DEVELOPMENT Funding Breakdown The City of Chandler’s Economic Development Division is requesting $150,000 in grant funding from the Chandler IDA Board, which would be used for video production and ad buys. Chandler Unified School District, Mesa Public Schools, and Kyrene Elementary School District have each committed to contributing $10,000 toward the marketing campaign. IDA grant funding is only being sought for the initial year to kick off the project. Video and Campaign Asset Production Digital Ad Buys Total Funding Requested $100,000 $50,000 $150,000 Micah Miranda ECONOMIC DEVELOPMENT DIRECTOR Chelsey Faggiano ECONOMIC DEVELOPMENT PROJECT MANAGER We appreciate the Chandler IDA Board’s review and consideration of this grant application. We believe this campaign will have a positive impact on our community’s economic growth and efforts to ensure continued prosperity. Questions? IDA GRANT APPLICATION | 4