YOUNGSTOWN, Ohio – Youngstown officials expect to have a consultant on board by mid-January to prepare a comprehensive marketing plan and campaign for the city.
At their Wednesday meeting, City Council members will consider authorizing the Board of Control to advertise for proposals to enter into a professional service agreement with a marketing consultant to create the plan and campaign, which will “highlight Youngstown’s assets and position the city for business growth, visitors and residents,” according to the ordinance.
“We felt like marketing was something that we definitely lacked in City Hall, and we have to make that our priority if we want to grow this city,” said Stephanie Gilchrist, city economic development director. “We want to see all of this happen within a year once we have an agreement,” she said.
Such a plan has been discussed for a long time – at least as long as Gilchrist has been employed by the city – but other issues took priority, she said. The hiring of Andy Resnick of CS Public Affairs as a communications consultant for the city highlighted the importance of marketing to publicize “all the good things that are happening” and to attract development, bring in new businesses and encourage existing city businesses to expand.
If council members approve the ordinance Wednesday, the RFP will be released, with responses due by Dec. 15, she said. The goal is to authorize a consultant to proceed by Jan. 15.
Under the terms of the agreement, the consultant will be responsible for creating a branding and messaging campaign, developing a strategy and executing the plan. The RFP also calls for the consultant to provide creative content, engage with stakeholders, develop a digital marketing strategy and prepare a paid media strategy. The plan also will include reporting requirements and performance measurements.