A number of new laws passed during the 2022 legislative session go into effect on July 1, including a bill championed by the Indiana Chamber – Senate Enrolled Act 361. One section of SEA 361 makes it possible for cities, towns and counties to use unencumbered funds to market their communities to prospective residents.

The timing is ideal as SEA 361’s effective date comes on the heels of the Indiana Destination Development Corporation’s recent announcement regarding the state’s new marketing campaign: “IN Indiana.”

The goal of the campaign is that everyone – individuals, businesses, festivals, universities, etc. – will place customized text over branded graphics with the moniker, “IN Indiana.” For example, the Department of Natural Resources is using “Experience Nature IN Indiana” and Indiana State University is using “Discover Your Advantage IN Indiana.” Talent attraction stakeholders are testing “Find Your Dream Job” and “Build a Better Future” with the “IN Indiana” branding as well. In other words, the campaign can be used collectively to highlight places, events and opportunities throughout the state.

Initially, the success of the campaign will be measured by the increase in visitors to Indiana and the accompanying economic impact they bring with them. However, Lieutenant Governor Suzanne Crouch asserts that success will ultimately be measured by the “students we can keep in Indiana and the amount of talent we can attract to Indiana.”

The state is investing in these goals already. Last week, Terre Haute became the most recent recipient of a matching grant from the Indiana Economic Development Corporation to work with MakeMyMove, an Indiana-based company, to incentive out-of-state talent to relocate to the city.

All signs point to exceptional momentum in the talent attraction and momentum space. The Chamber hopes enough data can be obtained to show the “IN Indiana” marketing campaign and talent incentives are working in advance of next year’s 2023 budget session. In turn, the Indiana Chamber will advocate for more investment in this space that must be a centerpiece to Indiana’s economic development strategy – assuming we’re able to demonstrate eminent returns on these initial investments.

Resource: Adam H. Berry at (317) 264-6892 or email: aberry@indianachamber.com