MICHIGAN CITY — Sharing the word about the city's lakefront and other assets on social media is expected to attract attention in Indianapolis and Chicago.
The online marketing strategy developed by professionals in 2017 is the latest nudge in the city's aggressive push the past several years toward revitalization.
City Controller Richard Murphy said there's still work to do, and it's going to take time, but results are happening.
"There's momentum. This is the time to kind of keep our foot on the gas pedal," Murphy said.
The city is spending $150,000 annually for Valparaiso-based WeCreate Media to lead an online marketing campaign.
Postings of events and other highlights about the community on Facebook alone since May have received 2.1 million hits, said Laura Krepp, creative project manager for the marketing firm.
The postings include commercial videos and pictures about people and offerings in Michigan City, along with details about upcoming special events like the Shelf Ice Brew Fest on Feb. 18.
Other promotional successes last year included a TV commercial aired by Comcast that illustrated the diversity, arts and business climate here and a "Create Play Repeat" rebranding of the city.
Krepp said this year's strategy includes greater online promotion of the $5,000-a-year scholarships now offered to qualifying graduates of Michigan City High School and reaching beyond a 50-mile radius with publicity about good things happening here.
"It's going to get to places like Indianapolis and Chicago. Really hit the regional and beyond target audience to make sure that people know that Michigan City is an exciting place to be," Krepp said.
"We're really hoping to put Michigan City on the map for the whole country," she said.
Video clips ranging from people interacting with each other in local pubs to surf boarding Lake Michigan and microbrews poured from a tap play to music on Facebook.
"We just want to publicly praise the city. The future is very bright for marketing Michigan City," said Ryan Laughlin, president of the city's Main Street Association.
Murphy said the key is rebuilding the city's image so more people come and see the noticeable gains in areas like the downtown in recent years.
"I think there's a sense that maybe we're turning heads that Michigan City may be the next great economic opportunity on Lake Michigan. We want to get more people here and more foot traffic downtown to drive the investments. Make sure we're sustainable," Murphy said.