MICHIGAN CITY - One component of the Lake Michigan Gateway Implementation Strategy - the widely supported plan to revitalize the north end - was a branding strategy and social media plan to better promote the city.
The Michigan City Redevelopment Commission took a step toward with this goal during a special meeting Monday, awarding a contract to the Grossbauer Group to launch and manage a social media campaign over the next year.
The contract with Grossbauer includes $24,420 already awarded to the company in February to begin demographic and baseline studies, develop a strategy and launch the campaign.
Sarah Highlen, who represented Grossbauer Group at Monday's meeting, said an additional $5,445 needed to the be added to the amount for this initial phase.
An additional contract for $89,682 - for a total of $119,537 - was awarded to Grossbauer for the implementation and management of four social media accounts. Included in this total is about $12,000 for online advertising in the form of boosting the Michigan City Facebook pages to attract more followers.
Based on research, surveys and studies, Highlen recommended four social media accounts for the city: two Facebook pages, an Instagram account and a LinkedIn account.
The purpose of two Facebook accounts, she said, is to have one dedicated for travel and tourism, referred to as a "destination Facebook page," with the other geared toward Michigan City residents to provide information such as city updates and daily memos.
The Instagram account will feature pictures of local food, art and other attractions while the LinkedIn account will target professionals.
One account will not be managed by Grossbauer, Highlen said, explaining the resident's Facebook page will be operated through the mayor's office.
The Grossbauer Group will report back to the city on a monthly basis as to the status of these accounts. An advisory committee will be formed by the Redevelopment Commission to be involved in this project.
The vote during Monday's meeting approved a contract for only the first year, paid by the Redevelopment Commission, with a six-month option to cancel. If the city chooses to continue using Grossbauer to manage its social media accounts next year, the cost will need to be included in the city's 2016 budget.