We're Writing a New Story. And it's Pure Michigan.
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We’re writing a new story. And it’s Pure Michigan. Elizabeth Parkinson Senior Vice President Marketing & Communications Kelly Wolgamott Director of Marketing Michigan Economic Development Corporation March 26, 2012 #PMGC12
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Transcript of We're Writing a New Story. And it's Pure Michigan.
We’re writing a new story. And it’s Pure Michigan.
Elizabeth Parkinson Senior Vice President
Marketing & Communications
Kelly WolgamottDirector of Marketing
Michigan Economic Development CorporationMarch 26, 2012
#PMGC12
Reinventing Michigan
“We will not dwell on the past or the depth of our problems. The focus will be on agreed-on action, implementation, measuring results and continuous improvement…It is time to solve problems.”
Governor Rick Snyder
Gov. Snyder’s Blueprint
1. Create more and better jobs2. Leverage our new tax system3. Reinvent our government4. Keep our youth – our future – here 5. Restore our cities6. Enhance our national and international image7. Protect our environment8. Revitalize our educational system9. Reinvent our health care system10. Winning in Michigan through Relentless Positive Action
Integrated Jobs Strategy
Reinventing Michigan1. Create more and better jobs2. Leverage our new tax system3. Reinvent our government4. Keep our youth – our future – here 5. Restore our cities6. Enhance our national and
international image7. Protect our environment8. Reinvent our educational system9. Reinvent our health care system
Winning in Michigan through Relentless Positive Action
Statewide Plan• Entrepreneurship (1&2)• Business Growth (1&2)• Access to Capital (1&2)• Seamless Delivery (3)• Talent Enhancement (4&5)• Vibrant Communities (6)• Image (7)
Everything We Do
Reshaping MEDC
• Regional Approach• Economic Gardening• New Tools for Job Makers and Job Seekers• New, Competitive Business Tax• Expanding Pure Michigan Brand
Regional Approach
• “Decentralized” Economic Development• New level of partnership with local
economic development organizations– Imbedding MEDC staff
• Leveraging regions’ supply chain assets
Economic Gardening
• Nurturing existing firms primed for business growth.
• We recognize that just 1% of all businesses nationwide (typically young companies in their second stage of business growth) create 40% of the new jobs.
New Tools
Replacing complex incentive-basedprograms with a restructured, tacticaltoolkit: • $8 billion Pure Michigan Business Connect program• Pure Michigan Talent Connect Web site –
www.Mitalent.org • $100 million closing fund
New Business Tax
Now one of the best tax climates in the country.• Removed tangled web of incentives that unfairly
favored certain businesses• Propelled our state’s corporate tax ranking from
49th all the way to 7th (Tax Foundation)• Improved our overall business tax climate from
18th to 12th (Tax Foundation)
Reinvention Underway
• #2 in study of states’ economic health (Bloomberg)• #1 in nation for small business loans (SBA)• #1 for tech job growth (TechAmerica)• #1 for job creation potential (Newsweek)• #4 of Top 10 States for Capital Investment (Ernst &
Young)• Home to ‘most beautiful place in America.’ (Good
Morning America)How Do We Tell Our Story?
Pure Michigan
• Forbes (2009): All-time Ten Best Tourism Promotion Campaigns
Pure MichiganLas Vegas (“what happens here, stays here”)Incredible IndiaNew ZealandAustralia (Paul Hogan, 1980s)JamaicaAlaska (B4UDIE billboards, 2005)CanadaOregonVirginia (is for Lovers)
Pure Michigan
Started out as tourism-focused campaigns.
Sunrise
Beyond Travel
• All state marketing activities under the brand
“Pure Michigan is becoming not just a tourism brand…but it’s also a business brand. Frankly…that’s what we’re about.”
MEDC President and CEO, Mike Finney
Why Michigan?
So, how do we engage?
Advertising and public relations drives general regional and national awareness
Strategic event sponsorships, trade shows, partnerships reach a segmented audience
Business Development efforts support economic gardening model through individual meetings
Digital marketing and social media outreach allows for quick dissemination of information and allows 2-way dialogue to a self-identified audience
Integrated place-based branding
National Business Campaign
• Quality of life • Retain and Attract
– Talent: mitalent.org– Business
• Targeting business principles and agents to change perceptions about Michigan and get Michigan on their consideration list – Custom digital sponsorships of existing properties with
proven traffic – Print extensions complementing digital and/or relevant edit – Targeted channel banners within business news
National Business Campaign
National Business Campaign
National Business Campaign
Business Digital Campaign
Logo Usage/Partnerships
• Brand guidelines
Partnerships
DNR Partnership
Merchandise
