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Marketing Update for Leisure Services Seasonal EmployeesCity of Dubuque City Council Meeting Consent Items # 014. Copyrighted January 3, 2023 ITEM TITLE: Marketing Update for Leisure Services Seasonal Employees SUMMARY: City Manager submitting a marketing update on employment opportunities for seasonal employees with the Leisure Services Department. SUGGESTED Suggested Disposition: Receive and File DISPOSITION: ATTACHMENTS: Description Leisure Services Seasonal Employment Marketing Update-MVM Memo Marketing Update for Leisure Services Seasonal Employees Leisure Services Seasonal Employment Bus Wrap Design Campaign Example: Back Page of Leisure Services Mailer Campaign Example: Student Newspaper Ad for Job Fair Type City Manager Memo Staff Memo Supporting Documentation Supporting Documentation Supporting Documentation THE C DUjIBQTE Masterpiece on the Mississippi TO: The Honorable Mayor and City Council Members FROM: Michael C. Van Milligen, City Manager SUBJECT: Marketing Update for Leisure Services Seasonal Employees DATE: December 21, 2022 Dubuque WAWca 914 ii 2007-2012.2013 2017*2019 Public Information Officer Randy Gehl is submitting a marketing update on employment opportunities for seasonal employees with the Leisure Services Department. v Mic ael C. Van Milligen MCVM:sv Attachment CC' Crenna Brumwell, City Attorney Cori Burbach, Assistant City Manager Randy Gehl, Public Information Officer THE C DUUB--'&--FE Masterpiece on the Mississippi TO: Mike Van Milligen, City Manager FROM: Randy Gehl, Public Information Officer SUBJECT: Marketing Update for Leisure Services Seasonal Employees DATE: Dec. 21, 2022 Dubuque All -America City 2007-2012.2013 2017*2019 INTRODUCTION The Public Information Office is working with the Leisure Services Department to market/promote the summer/seasonal employment opportunities that department offers. BACKGROUND Leisure Services annually relies on nearly 250 seasonal positions to provide summer programming through the Recreation Division and AmeriCorps and maintenance of parks and other City facilities through the Parks Division. Positions include a variety of jobs at or with aquatics/pools, AmeriCorps, Bunker Hill Golf Course, Port of Dubuque Marina, Recreation Programs, Park Division, and the Multicultural Family Center. Filling these positions has become increasingly challenging in recent years and staff shortages have resulted in reduced programming, facility closures, and other impacts. DISCUSSION The Public Information Office is working with Leisure Services staff to finalize a marketing campaign to promote the variety of seasonal jobs offered by Leisure Services. The campaign will run from January through May and will target potential employees for these positions. Due to the part-time/seasonal status of these positions, people ages 15-22 as well as retirees will be targeted, with special emphasis on teens seeking summer employment. Extra efforts will focus on recruiting lifeguards and other pool staff. This campaign will augment traditional recruitment efforts facilitated by the Human Resources Department and ongoing efforts by Leisure Services to connect directly with past employees and potential employees. In addition to utilizing existing City channels such as social media platforms, CityChannel Dubuque, Leisure Services mailings, and other City publications, signs, and message boards to reach residents, a significant amount of paid advertising will also be utilized. A campaign budget of nearly $20,000 has been identified to fund those aspects of the campaign that have a cost. The campaign began in December with messaging and advertising promoting the Jan. 5 Seasonal Job Fair Leisure Services will host at Bunker Hill Golf Course. Videos were produced and distributed on social media with paid promotions to target young people. Print ads were placed in the Telegraph Herald, Dubuque Advertiser and the Hempstead High School student newspaper and Wahlert High School student newspaper. (Senior High School does not have a student newspaper but other channels to reach those students are being pursued). A sample of the ads is provided with this agenda item. A more comprehensive campaign is under development and will begin in January and run through May. Most messaging will target young people, but some will target their parents. Some messaging will also target retirees for certain positions. In addition to the previously mentioned City messaging channels, the campaign is expected to include: • significant paid promotions through social media featuring videos (Job Fair promo video example at https://youtu.be/ucNmpkgCFHc; • additional advertisements in the high school student publications, the Telegraph Herald, the Dubuque Advertiser, and 365ink; • a Jule bus will also feature a vinyl wrap promoting these employment opportunities (as well as posters inside all buses); • digital billboards at multiple locations; • radio advertisements; • and banners on City properties in high -traffic areas. Messaging will emphasize the variety of jobs available, the competitive wages and flexible scheduling offered, the experience they provide, and the opportunity for meaningful work that impacts the community. Messaging concentration will be heaviest in February, March, and April as many positions need to be filled in April. Promotion of lifeguarding will include details on the free certification process and courses being offered this year. Discussions with Leisure Services staff to finalize the campaign plans and messaging are ongoing and Public Information staff will continue to support additional recruitment efforts that are identified. RECOMMENDED ACTION No action is required. CC: Marie Ware, Leisure Services Manager Dan Kroger, Recreation Division Manager Stephen Fehsal, Park Division Manager 2 Dubuque THE CITY OF krftyl DU L 93LE NI AnerigC�p LEISURE SERVICES zoi2:zoi9 1157 Central Ave. Dubuque, IA 52001 11. Now Hiring 2023 Seasonal Positions $14.50 - $20 per hour I lobs for ages 15 and up A seasonal job can be a great fit for many people! If you're a high school or college student on summer break, a seasonal job can provide you on-the-job experience as well as the opportunity to make money If you have little to no job experience, a summer job can also help boost your resume for future " G employers. Seasonal jobs oO can also be a good way for 00 retirees and other oo professionals or former 0 professionals to earn extra 0— income. Whatever your goals may be, a seasonal job is a great way to expand your skill set and professional network! Meaningful Work that Supports the Community Whether at the pool, on the course, or in the parks, our employees serve our residents, businesses, and visitors every day. Here, your work matters! We are hiring for the following positions: Aquatics Bunker Hill Golf Pool Manager Golf Concessions Lifeguard/ Pro Shop Attendant Swim Instructor Groundskeeper Pool Cashier Equipment Operator Pool Concessions Pool Laborer Port of Dubuque Marina Marina Manager AmeriCorps Dock Attendant Mentor Recruitment Specialist Recreation Programs Mentor Dubuque Field Supervisor Match Specialist Playground Leader Teen Empowerment Tennis Instructor Specialist Softball Concessions Teen Engagement Softball Landscape Crew Specialist Teen Education Park Division Specialist Forestry Laborer Academic Literacy Park Fee Collector Member Park Ranger Parks Groundskeeper Landscape Crew Member Sanitation Driver Multicultural Family Center Summer Teen Empowerment Supervisor Teen Night Supervisor Scan the QR code for job descriptions and hourly wages! 00 o O O O o 0 0 0 o a Learn more and apply at www.cityofdubuque.org/seasonatiobs 0000 0%0 0000000000• CITY OF DUBUQUE LEISURE SERVICES JOB FAIR THURSDAY, JAN. 5 3 - 6:30 P.M. BUNKER HILL CLUBHOUSE, 2200 BUNKER HILL RD. NOWHIRIING FOR SUMMER/SEASONAL POSITIONS! AQUATICS Lifeguard/ Swim Instructor Pool Cashier Pool Concessions Pool Laborer BUNKER HILL GOLF COURSE Pro Shop Attendant Clubhouse Concessions Golf Course Groundskeeper PORT OFDUBUQUE MARINA Dock Attendant RECREATION PROGRAMS Recreation Field Supervisor Playground Leader Tennis Instructor Softball Concessions Softball Field Landscape Crew AND MORE! CONDUCTING ON -SITE INTERVIEWS ABOUT THE JOB FAIR ► Jobs available for ages 15 and up. ► Apply for positions before or at the job fair. ► Application assistance will be provided. ► On -site interviews will be conducted for some positions if candidate is qualified. See job descriptions and hourly pay rates at �"E C`1VOF www.cityofdubuque.org/seasonaijobs MDViceonthe M4s,55;E