Michigan Economic Development Corporation (MEDC)
Michigan was seen as a one industry state: automotive manufacturing. Not a problem, but not the whole picture when the reality is that life sciences and advanced manufacturing are strong and deep in the state. We needed to inform the right minds—the decision-makers who could start or expand a business in Michigan.
A multimedia campaign targeted our C-level audiences. Our CEO spokespeople representing the state’s life sciences and advanced manufacturing companies pointed out that they could have located anywhere, but chose Michigan for the business friendly environment, workforce availability, quality of life and more. The resulting 92% increase in awareness from life sciences firms and 88% increase among advanced manufacturing companies and a significantly improved ranking as a potential business location was the result of the year-long campaign.