The City of Iowa City requested that students in the Entrepreneurial Management Institutes’ Business Consulting Course research what young professionals are looking for in a place to live, create messages that the City and ICAD could use to market the ways in which Iowa City fulfills these criteria, and research the strategies and platforms that the City and ICAD can use to reach young professionals most effectively.

The City of Iowa City seeks to be a vibrant and compelling place to live for people of all ages. Towards this end, the City of Iowa City seeks to understand what graduates from the University of Iowa are looking for in a place to begin their careers, and demonstrate to them that Iowa City can meet their needs. Through encouraging more University of Iowa graduates to remain in Iowa City, the City seeks to maintain and grow Iowa City’s diverse population, entrepreneurial creativity, and economic development.