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We're Writing a New Story. And it's Pure Michigan.
The document outlines a revitalization plan for Michigan led by Governor Rick Snyder, focusing on creating jobs, improving the business climate, and enhancing the state's image. It details strategies such as economic gardening, a new business tax system, and a brand campaign aimed at attracting talent and businesses. The goal is to transform Michigan's economy and promote a positive narrative through the 'Pure Michigan' branding initiative.
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We're Writing a New Story. And it's Pure Michigan.
- 1. We’re writing anew 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
- 2. Reinventing Michigan “We willnot 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
- 3. Gov. Snyder’s Blueprint 1. Create more and better jobs 2. Leverage our new tax system 3. Reinvent our government 4. Keep our youth – our future – here 5. Restore our cities 6. Enhance our national and international image 7. Protect our environment 8. Revitalize our educational system 9. Reinvent our health care system 10. Winning in Michigan through Relentless Positive Action
- 4. Integrated Jobs Strategy ReinventingMichigan Statewide Plan 1. Create more and better jobs • Entrepreneurship (1&2) 2. Leverage our new tax system 3. Reinvent our government • Business Growth (1&2) 4. Keep our youth – our future – • Access to Capital (1&2) here 5. Restore our cities • Seamless Delivery (3) 6. Enhance our national and • Talent Enhancement (4&5) international image 7. Protect our environment • Vibrant Communities (6) 8. Reinvent our educational system • Image (7) 9. Reinvent our health care system Winning in Michigan through Everything We Do Relentless Positive Action
- 5. Reshaping MEDC • Regional Approach • Economic Gardening • New Tools for Job Makers and Job Seekers • New, Competitive Business Tax • Expanding Pure Michigan Brand
- 6. Regional Approach • “Decentralized”Economic Development • New level of partnership with local economic development organizations – Imbedding MEDC staff • Leveraging regions’ supply chain assets
- 7. Economic Gardening • Nurturingexisting 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.
- 8. New Tools Replacing complexincentive-based programs with a restructured, tactical toolkit: • $8 billion Pure Michigan Business Connect program • Pure Michigan Talent Connect Web site – www.Mitalent.org • $100 million closing fund
- 9. New Business Tax Nowone 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)
- 10. Reinvention Underway • #2in 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?
- 11. Pure Michigan •Forbes (2009): All-time Ten Best Tourism Promotion Campaigns Pure Michigan Las Vegas (“what happens here, stays here”) Incredible India New Zealand Australia (Paul Hogan, 1980s) Jamaica Alaska (B4UDIE billboards, 2005) Canada Oregon Virginia (is for Lovers)
- 12. Pure Michigan Started outas tourism-focused campaigns.
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- 14. Beyond Travel • Allstate 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
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- 16. So, how dowe 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
- 17. 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
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- 22. Logo Usage/Partnerships • Brandguidelines
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