'Hey Bay City' program reports growth in reach, emphasizes tailored job-seeker support
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Summary
Chamber representatives reported metrics and year-end outcomes for the Hey Bay City workforce/placemaking initiative, highlighting targeted marketing, partnerships with SVSU and Michigan Works, and a focus on one-on-one job-seeker support; commissioners asked about student retention numbers and transition plans for the brand.
Representatives of the Bay Area Chamber of Commerce presented the 2025 year-end impact report for the Hey Bay City initiative, describing it as a workforce-development tool that combines targeted marketing, one-on-one job-seeker support, and placemaking to keep talent in the Great Lakes Bay region.
Sarah Parker, director of workforce development, told the commission that "Hey Bay City exists to solve a challenge we hear constantly" and emphasized that staffing and targeted outreach drive the program’s results. Parker reported a balance of "a little over $23,000" and cited more than 61,000 job views as evidence of active job-seeker engagement, while describing tailored, ongoing supports for resume help, interview skills and employer connections.
Annabelle Schweiger, the Chamber’s marketing and communications manager, outlined web and social metrics: she cited roughly 188,000 total views, more than 62,000 unique users, an audience reach in the millions for 2025 and an engaged newsletter audience. She also described expanded video storytelling and a portfolio of 45 featured stories in 2025 designed to raise awareness of local employers, programs and events.
Commissioners probed results and strategy. Commissioner Coakley asked for evidence of student retention after recruitment events; Parker said in-person placemaking activities reached students (for example, 49 students at one event, most visiting Bay County for the first time) but cautioned there are not yet definitive long-term retention numbers. Commissioners also asked about paid advertising: the Chamber confirmed an early Google Ads campaign that has since been wound down in favor of more organic tactics.
On branding, Parker and Schweiger said they are planning for a transition to a broader regional brand in the future but stressed that investments made in Hey Bay City would remain dedicated to Bay City and Bay County; they committed to a smooth technical transition so existing content and job-board links remain accessible.
Provenance: presentation and Q&A appear in the transcript starting with Sarah Parker’s remarks and continuing through Annabelle Schweiger’s marketing report and commissioners’ questions.
