Marketing and Staffing Update for Leisure Services Seasonal Employees Copyrighted
February 6, 2023
City of Dubuque Action Items # 09.
City Council Meeting
ITEM TITLE: Marketing and Staffing Update for Leisure Services Seasonal
Employees
SUM MARY: City Manager submitting a marketing and staffing update for Leisure
Services Seasonal Employees.
SUGGESTED Suggested Disposition: Receive and File
DISPOSITION:
ATTACHMENTS:
Description Type
MVM Memo City Manager Memo
Staff Memo- Marketing Update for Leisure Services Staff Memo
Seasonal Employees
Staff Memo- Leisure Services Temporary Staffing Staff Memo
Update
Feb 1 Dubuque Advertiser Ad Supporting Documentation
March/April City News Newsletter Supporting Documentation
Seasonal Employment Billboard Designs Supporting Documentation
High School Publication Ad for Seasonal Employment Supporting Documentation
Seasonal Employment Banner Designs Supporting Documentation
Bus Wrap for Seasonal Employment Supporting Documentation
Dubuque
THE CITY QF �
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TO: The Honorable Mayor and City Council Members
FROM: Michael C. Van Milligen, City Manager
SUBJECT: Marketing and Staffing Update for Leisure Services Seasonal Employees
DATE: February 1, 2023
Public Information Officer Randy Gehl and Leisure Services Manager Marie Ware are
submitting a marketing and staffing update for Leisure Services Seasonal Employees.
�
Mic ael C. Van Milligen
MCVM:sv
Attachment
cc: Crenna Brumwell, City Attorney
Cori Burbach, Assistant City Manager
Randy Gehl, Public Information Officer
Marie Ware, Leisure Services Manager
Dubuque
THE CTTY O� �
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TO: Mike Van Milligen, City Manager
FROM: Randy Gehl, Public Information Officer
SUBJECT: Marketing Update for Leisure Services Seasonal Employees
DATE: Jan. 31, 2023
INTRODUCTION
The Public Information Office continues to work 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 began working with Leisure Services staff in November to
develop and implement 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).
The more comprehensive campaign began in January and run through May. Most
messaging will target young people (and their parents) but retirees and other adults are
also a target audience. Promotions/messaging currently running or planned incudes:
• Paid promotions through social media (Facebook, Instagram) and "natural"
postings on Facebook, Instagram, TikTok, and Twitter. These just began in
January and as of Jan. 30 have yielded nearly 150 link clicks for more
information;
• Additional advertisements in the Hempstead, Senior, and Wahlert publications,
the Telegraph Herald, the Dubuque Advertiser, and 365ink;
• The March/April issue of the City News newsletter focuses on seasonal
employment and will be mailed to nearly 21,000 utility customers mid-February
through early March.
• A Jule fixed-route bus is featuring a vinyl wrap promoting these employment
opportunities (as well as posters inside all buses) through May;
• Rotating messages on four digital billboards (Feb. 20 —Apr. 16) and one
static/vinyl billboard (Mar. 20 —Apr. 16);
• Radio advertisements on two local radio stations promoting the first job fair;
• A digital flyer was distributed to all Dubuque Community Schools families in the
district's "Digital Backpack" and posted to Holy Family Catholic Schools'
"eBulletin Board."
• and three large banners will be placed at Flora Park, Allison-Henderson Park,
and Sutton Pool.
Messaging is emphasizing 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 to allow for
planning and training. Promotion of lifeguarding includes details on the free certification
process and courses being offered this year.
A "Seasonal Employment Opportunities" webpage has been created
(www.cityofdubuque.orq/seasonaliobs) and is being promoted in most messaging. The
page includes information on job fairs, a detailed listing of all jobs including pay rates,
links to full job descriptions and the online application, and videos promoting seasonal
employment with the City. From Jan. 1 to Jan. 30, the page received 956 total page
views with spikes of 141 on Jan. 5 (the date of the first job fair and social media
reminders) and 103 on Jan. 14.
Additionally, a "Lifeguarding" webpage was created to highlight and market those
opportunities and explain the training process and free certification being offered by the
City as well as video testimonials from past lifeguards. The URL for this page,
www.cityofdubuque.orq/lifequardinq, was also promoted in messaging. From Jan. 1 to
2
Jan. 30, this page received 146 pageviews with spikes of 23 on Jan. 3 (the day of a
social media post promoting the first job fair) and 20 on Jan. 25 (the day a news release
on free training for lifeguards was issued).
PIO staff will continue to work with Leisure Services staff to modify the recruitment
campaign as necessary based on applications received and identified needs.
RECOMMENDED ACTION
No action is required.
Attachments:
CC: Marie Ware, Leisure Services Manager
Dan Kroger, Recreation Division Manager
Stephen Fehsal, Park Division Manager
Shelley Stickfort, Human Resources Director
3
Dub�que
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TO: Michael C. Van Milligen, City Manager
FROM: Marie L. Ware, Leisure Services Manager
SUBJECT: Leisure Services Temporary Staffing Update
DATE: January 31, 2023
INTRODUCTION
The purpose of this memorandum is to provide information on the current status of the
recruitment of temporary summer staff for the Leisure Services Department.
BACKGROUND
Each year the Leisure Services Department recruits over 250 individuals to fill
temporary summer job postings. These positions are critical in the department's ability
to provide the community with recreational and parks opportunities through programs,
facilities, services and maintenance. Since the pandemic, the department has struggled
to fill these positions resulting the alteration and/or closing of programs and facilities.
Over the last year wage increases have been approved to these positions to be more
competitive. The City Council has staffing for the pools as a high priority.
DISCUSSION
Staff worked with the Human Resources Department starting in September of 2022 to
review job descriptions for the 2023 temporary jobs within the Leisure Services
Department. Staff has been working very closely with the Public Information Office on
the recruitment plan including the addition of marketing efforts through events, ad
placement, social and print media. Recruitment officially began in December, 2022.
There are currently 21 temporary positions posted on the City's website for Park and
Recreation Division jobs.
On January 5, 2023 the department hosted a Job Fair at the Bunker Hill Golf Course.
At this event staff were available to meet potential applicants, answer questions about
the available positions, assist with onsite applications and conduct interviews for those
that wished. 35 individuals came to the event to visit with staff. Of those individuals, 4
were employee's last season. Of those over 30 potentially new employees to the
department, roughly half were already interested in a specific position while the other
half wanted information on positions available. To date, 17 of the attendants at the job
fair have completed applications, 11 of whom have been interviewed. A second Job
Fair is planned for Wednesday, February 8t" from 5:30 pm to 7:00 pm at the
Multicultural Family Center.
CURRENT STATUS
While it is still early in the recruitment process, the hard work put in by Human
Resources, Public Information Office and Leisure Services staff is paying off. As of
January 31, 2022 the department has received 126 applications and conducted 30
interviews. These 126 applications are ahead of where the Department was last year.
In last year's April hiring update memo, there were 140 total applications received
through April 28, 2022.
The number of lifeguard applications has increased this January compared to last year.
At the end of January 2022, there were 10 lifeguard applicants. Currently we have
received 36 applications and interviewed 9 candidates with a focus on those who are
new to lifeguarding. This is so staff can set certification schedules for those in need.
Last year the Park Department was only able to hire 19 of the 30 needed park
maintenance positions. Currently there are already 19 applicants received with 10 of
those being new to the position.
Staff will continue to monitor the data for these positions and work with the PIO staff to
maintain or adjust marketing strategies as needed to keep this momentum.
RECOMMENDATION
No action is required.
Memo prepared by: Dan Kroger, Recreation Division Manager
Cc: Shelley Stickfort, Human Resources Director
Kecia Dougherty, Strategic Workforce Equity Coordinator
Steve Fehsal, Park Division Manager
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�- ! � Find a Summer Job Filled . ��` �- .
� Fun! �
� 3 � Finding Dubuque:Uncovering N 0 W H I R I N G ! •
Dubuque's Black Heritage � � ' •
FY2024BudgetPublicMeetings Summer �t Seasonal Positions � - ,
AmeriCorps is Hiring! -
Now is the time to find your ideal summer job! The • Lifeguard
4� New Faces&Retirements City of Dubuque offers more than 250 summer • Playground leader
and seasonal positions with the Recreation
Events Calendar Division, Parks Division,City pools, Bunker Hill Golf • Marina attendant
City Life:Spring 2023 Session Course, Port of Dubuque Marina,AmeriCorps,and • Pool manager
Multicultural Family Center. • Pool cashier
Sustainable Dubuque Grant • Pool laborer
Applications Due March 15 A seasonal job with the City can be a great fit for
many people: • Concessions worker
• AmeriCorps member
• For high school students age 15 and up or • Bunker Hill clubhouse staff
college students on summer break, a seasonal . Groundskeeper
job can provide on-the-job experience as well
as the opportunity to make money. • Equipment operator
• If you have little to no job experience,a • Park ranger
� �; � �n � Q summerjob can help boost your resume for • Forestry laborer
future employers. • Landscape crew member
• Seasonal jobs can also be a good way for • Park fee collector
WWW.C1ty0f(�.UbUClU2.Org retirees and other professionals or former • Tennis instructor
Get news and info by email or text: professionals to earn extra income.
Check out all the options at Whatever your goals may be, plan ahead and explore your options with the City
www.cityofdubuque.org/notifyme now as seasonal positions are being filled to prepare for summer activities,
programs,and projects.
For more information, including job descriptions and wages,
visit www.cityofdubuque.org/seasonaljobs or ca11563.589.4263.
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To open both Flora and Sutton pools this
� � � � � � � i summer, the City must have enough lifeguards
, , and other pool staff hired and trained by late
,;,� ' , E April. The City is offering free training and
�V1ake $15 tO � f �--�--• certification for lifeguards. Complete details
$ OUr� � �� ' �� and registration information are available at:
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� www.cityofdubuque.org/lifeguarding
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°�� . � s, y iF t�4�` '`��.� � '. �'t� x: �, ` ' � `� _ determine my college major.
,. ;��-�� �9 't�� ��� '� ���' �,;; ;>�� e, � I chose elementary education
�� �°�' ��A�� � � � ' �� because I enjoyed working with
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,``� ��. ' .'v���' ,' _ - their skills.It's overall a fun and
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Whether at the pool, on the course, or in the parks,
seasonal employees serve our residents, businesses, ��For me,working a seasonal
and visitors every day.Apply now for a job that makes ,, � •� job forthe City has made
a difference in the lives of people. � retired life fulfilling and
entertaining.Each summer
��'�i ' I look forward to working
� ° ;i�'� '" �'i �� ° in the fun and outhful
� ` �� �� ' '+'"�"i ' environment and catching
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.ti;� ��.� t s up with patrons that have
- ---- {.��,,� � 1 _ � � become friends over the
- �` �� ��_;����: ��� years.There are so many
� �P' - ' �, % � �� options for seasonal
"'4� ����-�� � �.. �''� �;� ���'��' positions that are suited for
t ' �� + •. 1 - --�-- people of all ages,interests,
,�� I� � ' � skills,and abilities:'
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March/Apri12023 www.cityofdubuque.org
Fiscal Year 2024 Budget Public Meetings Finding Dubuque
Uncovering Dubuque's Black Heritage
The City's annual budget public input meetings are additional . ,
opportunities for residents and stakeholders to learn more about the �� -;,�-R;, � , _� -
recommended budget and share their input. -�y�,� -' a �: , �
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The city council will set a maximum property tax rate before the recommended � ,����'
FY2024 Budget is presented by the city manager to the city counciL � _ �
- - --��„_ - _. . ;:
Budget Public Meeting Schedule - �= ,:- ���-�� �� T � ;�:
Public input is accepted after each department's presentation. � �` �s � �� e� �' �" �`"�' ---�� L
Residents can also provide input at www.cityofdubuque.org/FY2024budget �� ��-`-��-�� `�s�° �
Tue.,Feb.21-6:30 p.m. City Attorney's Office,City Clerk,Public Information Office, The Black Heritage Survey is a deep dive
Human Resources,,City Manager's Office,City Council into Dubuque's Black heritage which
Mon.,Feb.27-6:30 p.m. Health Services,Library,Airport,Office of Shared Prosperity allows the history of Black Dubuquers
and Neighborhood Support,Office of Equity&Human Rights, to be braided into the history of all
Finance/Budget Dubuquers.
Tue.,March 7-6:30 p.m. Housing&Community Development, Purchase of Services,
Planning Services,Economic Development The City was awarded a$30,000 Historic
Wed.,March 8-6:30 p.m. Parks, Recreation,Multicultural Family Center Resource Development Program Grant
Thurs.,March 9-6:30 p.m. Emergency Management,Emergency Communications, from the lowa Department of Cultural
Police,Fire Affairs to conduct the Black Heritage
Tue.,March 21-6:30 p.m. Information Services,Water,Water&Resource Recovery Survey.Working under the standards of
Center,Public Works the National Park Service,the project
Wed.,March 22-6:30 p.m. Five Flags Center,Grand River Center,Dubuque Ice Arena, will also result in a Multiple Property
Document to uncover the rich history
Transportation Services,Engineering across time and space in Dubuque,
Tues., March 23-6:30 p.m. Public Hearing to Adopt the Fiscal Year 2024 Budget helping to better understand and interpret
For details on participating in these meetings,whether virtually or in person at the our built environment.
City Council Chambers(350 W. 6th),visit cityofdubuque.org/agendas or call 563- Black Dubuquers were among the City's
589-4120. City council meetings are aired live on CityChannel Dubuque(Mediacom first non-native settlers in the 1830s.
channels 8 and 117.2) and streamed live and archived on the City's website at Dubuque's Black population was the
www.cityofdubuque.org/media,and streamed live on the City's Facebook page at highest in the region that would become
www.facebook.com/cityofdubuque. lowa.Their history,and the findings of this
study so far,are recorded in the Finding
The recommended budget materials will be placed on the Fiscal Year 2024 Dubuque Atlas.
Budget webpage at www.cityofdubuque.org/FY2024budget on Feb. 16,and will
be available at the Reference Desk at the Carnegie-Stout Public Library at 360 W.
11th St. For additional information,call 563-589-4398. O Finding Dubuque Atlas available at:
www.cityofdubuque.org/
blackheritagesurvey or 563.589.4210
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"I I were to escri e my experience with
AmeriCorps in one word,�Wou�d Say CHECK OUT OUR SUMMER 2023 OPPORTUNITIES!
'elevate:These are experiences that
have not just happened to me,but they're �Teen Empowerment Specialist �Youth Literacy Specialist
experiences that are now part of ine:' �Playground Enrichment Specialist �Social Emotional Learning Specialist
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New Faces & Retirements Calendar
\
New City Employees March
FY2024 Budget Public Hearing#3,6:30 p.m.
Maria Araeipour Library FY2024 Budget Public Hearing#4,6:30 p.m.
Brandon Barbour Police City Council Meeting,6:30 p.m.
Benjamin Baughman Police FY2024 Budget Public Hearing#5,6:30 p.m.
Dakota Bierer Police FY2024 Budget Public Hearing#4,6:30 p.m.
Adam Busch Airport City Council Meeting,6:30 p.m.
Jared Charland Parks FY2024 Budget Public Hearing#6,6:30 p.m.
Brianna Doser Library FY2024 Budget Public Hearing#7,6:30 p.m.
VinCent Godwin Airport � Final Hearing to Adopt FY2024 Budget,6:30 p.m.
Corey Goedken Parks
Angela Kelley Human Resources April
Adam Klinkner Airport City Council Meeting,6:30 p.m.
Dawn March Health Services City Life Spring Session Begins(Register at
Marcus Mittvalsky Public Works WWWcityofdubuque.org/citylife)
City Council Meeting,6:30 p.m.
Nekeysha Oltmanns Parking
Mitchelle Pottebaum Library
James Schemmel Public Works ss otherwise noted,all meetings are held at City Council
Chambers, Historic Federal Buildina.350 W 6th St
Krystal Tootell Public Works
Cody Walen Public Works The public has the option to view and participate in City Counci!
Tomeing Watak Recreation meetings in person at City Councif Chambers or virtuaffy(see
agenda for details.) Meetings are aired five on CityChannef Dubuque
Douglas White Public Works (Mediacom cable channefs 8 and 117.2),streamed five and archived on
the City's website at www.cityofdubuque.org/media, and streamed live
New Board/Commission Members on the City's Facebooh page at www.facebooh.com/cityofdubuque.
Ron Axtell Park&Recreation This cafendar does not incfude aff events and is subject to change.
Josh Jorgenson Advisory Commission Sign up for Dubuque's "Notify Me"e-maif/text afert system at www.
cityofdubuque.org/notifyme to receive agendas, news releases, event
Gabriel Mozena Community Development notifications,and other timefy news.
Advisory Commission
steven�rahozal Resilient�ommunity City Life Allows Residents to Discover
AdvisoryCommission Dubuque Like Never Before
Recent City Retirees Discover Dubuque like never before with this informational and
Thomas Kramer Parks interactive look at your city government and community!City Life is the
City of Dubuques fun,free,and interactive course on local government
that answers your questions on what it takes to keep our city running.
Sustainable Dubuque Grant Applications Due March 15 City Life participants have the
Sustainable Dubuque Community Grant applications are being opportunity to learn more about City
accepted until March 15.Grants for up to$2,500 are available to operations and services that make �
assist non-profits,businesses,clubs,organizations,and groups of Dubuque a great place to live,work, �
passionate residents in implementing their ideas to make Dubuque and play.Through presentations,tours,
a more sustainable place and to support community leadership in and conversations with neighbors, 0�5�o�ER.�NTERA�T.SHARE
the Sustainable Dubuque initiative. you'll see taxpayer investments at work
and be able to share your thoughts.
Grants may be awarded to any group or individuals to implement a The City Life program consists of six in-person sessions on Tuesday
project that helps to achieve the Sustainable Dubuque vision and and Thursday evenings this spring(April 4,6,11,13,18,20)from 6-9
includes a component of community education and/or engagement. p,m.Dinner is provided and accommodations can be made.
We encourage new groups or individuals to use this funding! Review
the grant guidelines,application form,and scoring rubric at LEARN MORE&APPLY
www.cityofdubuque.org/sustainability or call 563.690.6038. O www.cityofdubuque.org/citylife or 563-589-4190
City News is produced by the City of Dubuque Public Information Office.Comments are welcome at publicinfo@cityofdubuque.org or 563.589.4151.
March/Apri12023 www.cityofdubuque.org
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