GOSHEN — People outside of Goshen may start to hear a lot more about the city over the next year or so as a new marketing campaign shines the spotlight on the community — locally, regionally and even nationally.
The city council voted Tuesday night, April 1, to contribute $25,000 to a marketing venture that aims to highlight the Maple City as an “uncommonly great” place to live, work and visit. The campaign has also been pitched to the Goshen Chamber of Commerce, Goshen Community Schools and Goshen College. The city’s contribution will come from its Economic Development Income Tax, or EDIT, fund.
Heading up the campaign is Eyedart Creative Studio, a homegrown company that works in marketing, advertising, multimedia and communications. Eyedart partner Grace Bonewitz said the company was approached by the city, the chamber and local schools to explore the next steps in implementing a branding study the chamber organized in 2010.
The marketing campaign’s cornerstone is storytelling, Bonewitz told the city council. Eyedart will be tasked with creating 48 stories over the span of one year that highlight the community’s positive features. Text, photos and video will be compiled and posted on a website that would act as a hub for the four partners. Billboards, T-shirts, and advertising on the radio, in newspapers and in magazines will also be key parts of the campaign, she said.
Chamber president David Daugherty urged the council to support the project. Bonewitz added that the campaign has been well received by Goshen College and Goshen Community Schools.
If all four partners come on board, Eyedart plans to launch the campaign this summer.
OTHER CITY COUNCIL BUSINESS
- The council reviewed the city’s action plan for its Community Development Block Grant. The grant funds for 2014 are estimated to be $312,088.
- The council approved a request from Michael and Tammy Meredith and Donald and Patsy Hall to rezone three parcels at 804 and 815 Steury Ave. from industrial M-1 to residential R-2.
- The council revised the city police department’s promotion policy for non-rank positions, including school resource officers, training officers and positions in the drug unit.
- The council authorized the extension of city water and sewer utilities to 62909 Fairview Drive owned by Brent D. and Roma Jo Miller.
- Council member Julia Gautsche submitted a conflict of interest disclosure statement. Her husband is the president of La Casa Inc. The city has loaned funds to LaCasa to allow the organization to buy and rehabilitate residential properties in the city. The city also contracts with LaCasa for its owner-occupied housing rehabilitation program, which received funding through the city’s Community Development Block Grant.
Follow Elkhart Truth reporter Angelle Barbazon on Twitter at @tweetangelle.