$2.8M Lilly Endowment grant to help region catch eye of potential residents

The Indy Chamber Foundation has landed a $2.8 million grant from the Lilly Endowment that will fund a marketing effort aimed at luring people who live other places to relocate here.

In a press release Tuesday, the Indy Chamber said the money will support a five-year Project Amplify initiative, a digital first step for potential residents to “see themselves” in the Indianapolis region.

This initiative will create the LifeInIndy.com lifestyle blog, as well as a library of video content and photography. The platforms will outline neighborhoods, educational options, career opportunities, arts and culture, entertainment options, and other aspects that make up central Indiana’s quality of life.

“With changing work and leisure patterns as a result of the pandemic causing talented individuals across the globe to evaluate their life trajectories, it could not be more important for Indy to drive interest and opportunity,” Indy Chamber CEO Michael Huber said in a statement.

“This grant from Lilly Endowment serves as a catalyst, facilitating the creation of a search-driven, collaborative storytelling platform to raise the profile of our community.”

The Indy Chamber said that past market research suggests that individuals without a personal or professional connection to Indianapolis have a generally neutral perception of the region, underscoring the need for an online destination aimed at attracting outside talent.

The Indy Chamber’s director of marketing and communications, Joe Pellman, will step away from his current role to lead Project Amplify.

The Project Amplify initiative will be executed by the Indy Chamber in partnership with local creative agency Innovative and Liz Huldin, who leads a collaboration of human resources and recruiting professionals across central Indiana.

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3 thoughts on “$2.8M Lilly Endowment grant to help region catch eye of potential residents

  1. Thank you Lilly !!!! You have alway been a wonderful partner in Indianapolis. Please pressure the state and city leaders to clean up our highways and streets.

    They are disgusting and dirty. With debris and road signs that have been laying broken in the same spot for over a year now. It’s embarrassing Detroit has cleaner intercity roads and highways than we do.

  2. Never badmouth Lilly for giving endowment monies but makes sense to me that we need to work on saving our locally owned and operated restaurants, music venues, and artistic endeavors. They go hand-in-hand with attracting (younger) residents.

  3. Seems similar to efforts organized by IndyHub and others in the past – Circling the City (Mayor Ballard’s LiveIndy initiative) and No Mean City. Although the No Mean City brand wasn’t great, there were so many authentic resident stories and photography produced that would be a shame to lose. Overall, hope the initiative can last longer than a couple of years to reach its full potential.

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