A Florida City Wants More Retirees, along with is usually Going After Them

To better compete for baby boomers — along with improve its chances against some other college communities like Athens, Ga., or Tuscaloosa, Ala. — Choose Tallahassee ramped up last fall along with expanded via an all-volunteer organization to one that has a paid staff. in which hired a part-time executive director. The group at in which point incorporates a budget of $150,000, three times its old budget, which comes via the city along with county governments as well as banks, real estate firms along with some other companies.

in which rolled out a social media campaign in early May to promote some of the city’s offerings, including the Tallahassee Senior Center, where $5 along with $7 classes include American folk music, Florida geology along with excursions to a wildlife refuge center.

Using paid targeting, dedicated landing pages along with the tagline “Things Aren’t the Same Since You Left,” the ads are aimed at boomers who grew up in Tallahassee, went to college there or once worked there, said Gregg Patterson, Choose Tallahassee’s executive director.

Some ads will target “anchors,” who are Tallahassee residents with parents living elsewhere, to “showcase the advantages of having your parents live there, such as free babysitting,” said Amanda Handley of the public relations agency BowStern, which oversees the campaign.

Parents who live elsewhere see only a message about the potential benefits typically provided by adult children, like free tech support along with manual labor, she said. Each audience, anchor or boomer, will see only messages designed to appeal to in which.

“No one truly wants to relocate to babysit,” Ms. Handley said. “So the grandparents don’t see in which part of the message.”