(MyKeeneNow) – The Monadnock region of New Hampshire is grappling with significant demographic challenges, prompting local leaders to take bold steps to ensure the area’s economic future.

With more than 1,400 open jobs in key sectors such as healthcare, education, and manufacturing, but only 990 people actively seeking work, the region faces a critical shortage of workers. Compounding this issue, 36 percent of young people leave the area by age 26, and 35 percent of the workforce is expected to retire in the next decade, creating what experts are calling a “demographic time bomb.”

In response, the Greater Monadnock Collaborative has launched a comprehensive marketing and branding initiative aimed at attracting and retaining a modern workforce. Julie Schoelzel, project manager with the Collaborative who joined the organization in September of 2021 for the purposes of the rebranding project, gave a presentation to area business people about the initiative Tuesday morning at the Hampton Inn and Suites in Keene.

Schoelzel moved to the Monadnock Region in 2017 and comes from a background in hospitality and tourism, where she worked for New York City-based hotel search company Tablet Hotels from 2003-2017 in marketing and customer service positions.

The initiative, funded by a $400,000 grant from the Economic Development Administration (EDA) as part of the CARES Act, seeks to position the Monadnock region as a desirable place to live, work, learn, and visit.

The campaign was developed in partnership with North Star, a place branding firm and includes a website (MonadnockNH.com), advertising campaigns, an influencer program, and a regional magazine called the “Thrive Guide.” The branding focuses on the region’s appeal to young professionals and families, emphasizing the area’s natural beauty, quality of life, and economic opportunities.

One of the key elements of the campaign is the promotion of the Monadnock region as being “within thriving distance.” This tagline highlights the region’s proximity to major urban centers while offering a more relaxed, nature-rich environment. The marketing efforts have already shown early signs of success, said Schoelzel, with a 7 percent increase in lodging taxes collected in 2023 compared to 2022, indicating a rise in tourism and potential interest from people considering a move to the area.

Despite these positive developments, the region faces a significant hurdle: a shortage of affordable housing. Without adequate housing, the ability to attract new residents and retain existing ones is severely limited. The Chamber has recognized this challenge and is actively participating in discussions with local developers and housing advocates to address the issue. Several housing projects are in the pipeline, but it remains to be seen if they will meet the growing demand.

The campaign also aims to engage with younger demographics, particularly those aged 16 to 29, by showcasing the region as a hub for education and career opportunities. The Monadnock region is home to four higher education institutions, and the Chamber is working to create pathways for students to transition into the local workforce through internships, apprenticeships, and direct employment. A targeted marketing campaign funded by a $290,000 grant from the Northern Border Regional Commission will focus on these younger audiences, promoting careers in manufacturing, healthcare, and other key sectors.

Additionally, the Chamber is leveraging the power of social media and influencers to broaden the region’s appeal. Influencers with strong followings on platforms like Instagram and TikTok are being invited to experience and promote the Monadnock region, bringing its natural beauty and vibrant community to the attention of a wider audience. This approach has already generated significant engagement, with the campaign’s social media content garnering over 28 million impressions and 250,000 website visitors.

The “Thrive Guide,” produced in collaboration with Yankee Publishing, is another crucial tool in the Chamber’s strategy. This regional magazine, distributed both in print and digitally, features stories about local businesses, outdoor activities, and cultural events. It is used by local employers in their recruitment efforts, helping to attract talent by showcasing the region’s unique lifestyle and opportunities.

As the Monadnock region works to address its demographic challenges, the success of these initiatives will be critical. The Chamber is seeking additional funding and partnerships to sustain and expand its efforts, with a focus on not only attracting new residents but also ensuring that those who grow up in the region have the opportunities they need to stay and thrive.

The Greater Monadnock Collaborative’s comprehensive approach to workforce development, combined with efforts to tackle the housing shortage and engage young people, represents a bold attempt to secure the region’s economic future. Whether these efforts will be enough to defuse the demographic time bomb remains to be seen, but for now, the region is moving forward with optimism and a clear plan for the future.