The Lansing-based Michigan Economic Development Corp. (MEDC), the state’s marketing and business attraction arm, has launched two marketing campaigns in tandem with the organization’s 20-year anniversary.
One of the campaigns – Pure Michigan means Pure Opportunity – focuses on business attraction efforts and markets Michigan as a place for expansion opportunities to businesses in other states and nations. It highlights the state’s diverse and abundant workforce, business-friendly environment, low cost of living, and global supply chain assets. It also features Michigan CEOs and other company leaders explaining the value and advantage of doing business in Michigan.
The executives and companies featured include:
- Airspace Experience Technologies (ASX) – Jon Rimanelli, CEO
- Altovista Technology –Jay Harrison, CEO; Bo Cheng, president; Andy McKeever, COO
- Blue Cross Blue Shield Michigan – Daniel Loepp, CEO
- Boxed Water – Daryn Kuipers, CEO
- Condor Detroit – Tarun Kajeepta, founder
- Consumers Energy – Patti Poppe, CEO and chairman
- Herman Miller – Andi Owen, president and CEO
- Michigan Mobility Institute – Jessica Robinson, executive director
- Quicken Loans – KimArie Yowell, vice president of talent development
- Roush Enterprises – Evan Lyall, CEO
The testimonials will appear in print and digital media and form the backbone of a social media campaign. Other Michigan business leaders will be featured in future campaigns.
The Pure Opportunity effort is complemented by a Why Michigan micro campaign running in California’s Silicon Valley. It targets technology and mobility companies and says why tech companies in Silicon Valley are choosing to expand to and in Michigan. The campaign includes print, billboard, and digital advertising.
The second campaign, Pure Partnership, showcases the services available to Michigan businesses, including Pure Michigan Business Connect, entrepreneurship and innovation services, community development efforts, international trade, capital access, defense industry connections, and concierge services to the mobility industry through PlanetM. Its goal is to connect Michigan businesses to MEDC services that will help them grow.
The campaign will include digital assets, billboards, and radio spots throughout the state and will reiterate that the MEDC is available to help.
“These new business marketing campaigns focused on attraction efforts drive home the message that Michigan is a place companies should be looking to invest and grow, while our in-state services campaign brings new light to the services and support MEDC offers our current Michigan businesses and communities throughout the state,” says Jeff Mason, CEO of the MEDC.
The MEDC works with local partners to strengthen the state’s economic foundation and enhance local communities, Mason adds.
“From the nationally recognized Pure Michigan campaign to abundant business expansions to thriving community revitalization projects, the state has experienced critical growth and success since the MEDC’s inception,” he says. “Michigan’s economy has had its share of changes over the past two decades, and we continue to adapt our programs and services to stay responsive and to position Michigan as a national and global force to be reckoned with.”
Job retention and creation are top priorities for the MEDC. Since its creation in 2012, the Michigan Business Development Program helped support the creation of more than 29,000 jobs and $7 billion in capital investment in the state.
MEDC has also worked to help community partners establish visions for the future, allowing for successful redevelopment and business attraction. Since 2012, the Michigan Community Revitalization Program has partnered with local communities and developers to facilitate mixed-use developments around the state, resulting in $954 million in total capital investment. Other programs focused on community growth include Redevelopment Ready Communities, Main Street Approach, and Public Spaces Community Places.
Other programs include PlanetM, an initiative to develop and deploy mobility technologies; the International Trade Program; Pure Michigan Business Connect, which brings small to medium-sized business together with local, national, and global companies for supply chain sourcing opportunities; the Capital Access Program; and the provision of entrepreneurial services including SmartZones.