Business attraction campaign 12 19 2012
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Business Attraction Campaign 12-19-2012. Campaign Objectives. Goal : Generate large awareness of recent changes to Michigan policy to drive business attraction leads Strategy : Blitz business community on a national level and heavy up within key markets in support of:

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Business Attraction Campaign 12-19-2012

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Business attraction campaign 12 19 2012

Business Attraction Campaign12-19-2012


Campaign objectives

Campaign Objectives

  • Goal: Generate large awareness of recent changes to Michigan policy to drive business attraction leads

  • Strategy: Blitz business community on a national level and heavy up within key markets in support of:

    • redesigned incentive packages

    • streamlined regulatory processes

    • new business flat tax

    • personal property tax

    • Right to Work

  • Tactics:

    • National Newspaper: utilize major daily business news resources

    • Business-to-Business publications: select list of site selector trade magazines , local business journals and vertical sector magazines

    • Digital presence: target business news sites, and business sections of local news outlets

    • Public Relations

    • Social Media

    • Direct Mail campaign


National media plan

National Media Plan


Media details

Media details


National newspaper m f edition

National Newspaper: M-F Edition

*All rates are estimated


Business to business local market business journals

Business-to-Business:Local market Business Journals


Local newspaper websites business section

Local Newspaper Websites: Business Section

*All rates are estimated


Business to business site selector media

Business-to-Business:Site Selector Media

*All rates are estimated


Business to business vertical manufacturing automotive and medical

Business-to-Business: Vertical Manufacturing: Automotive and Medical


Timing

Timing

*These deadlines are preferred due dates by the publications, they are not absolute final due dates.


Marketing campaign metrics

Marketing Campaign Metrics

  • Creating web page to drive interested parties to learn more

    • Tracking email/phone inquiries to customer service

  • Digital campaign will measure links to Michigan.org/RTW


Public relation s plan

Public Relation’s Plan

  • For national media outreach, deploy Weber Shandwick and DCI to place this story at leading national news media, WSJ, Bloomberg-BusinessWeek, Chicago Tribune, NY Times, Washington Post, USA Today, along with cable (CNN, Fox Business, CNBC) and broadcast networks (maximizing any earned media opps)

  • Site Selector webinar on 1/11/13

  • Target Tier 2 media for potential opportunities for Mike Finney

    • Business Xpansion, Quality Places Profile on Michigan (February/March)

    • Article in Chief Executive to coincide with the 9th Annual Best & Worst States for Business (May/June)

    • Area Development/Industry Week /Governing

      Metrics:

  • Public relations ad values as captured in news clips by Vocus and TV Eyes.

  • Weber Shandwick to generate ad values in top tier media worth 20% of ad buy.


Social media plan

Social Media Plan

  • Update LinkedIn with “Doing Business in Michigan” product tab with info about what makes Michigan favorable for businesses (lower taxes, incentives, right to work, etc.)

  • Infographic “Michigan: More business friendly than ever”

  • Blog post and/or video of Mike Finney discussing “Why Michigan is Good for Business” and the new Right To Work

  • Run Facebook Promoted Posts (cost = $300 to reach 100% of Facebook fans) and LinkedIn ads (Weber is supplying costs)

    Metrics

  • Number of Facebook Fans who saw these posts (include # of shares, comments, and likes).

  • Number of times the Infographic was shared.

  • If we proceed with LinkedIn advertising, number of ads shown and the number of clicks to michigan.org/rtw.


Direct mail plan

Direct Mail Plan

  • Create direct mail campaign to maintain continual contact with key national Site Selector groups

  • Creative will tie with national campaign

  • Each mailing to focus on a specific issue such as:

    • Right to work

    • Regulatory improvements

    • Personal property tax

    • Significant new deals

      Frequency

  • Year long campaign

    • Launch mode will include bi-monthly distribution

    • Remaining will drop monthly


Business development

Business Development

Retention

  • With the MEDC’s new regional model, Business Development Managers (BDMs) are hoteled at regional partner offices.  The BDM’s book of business and the approach to serving companies in the region is determined by regional priorities and strategies.  In collaboration with local partners, BDMs will conduct 2,850 company visits in FY 13. 

    Attraction

  • In addition to responding to reactive inquiries from companies considering Michigan for a location or expansion, the attraction team has developed industry strategies to proactive seek out and attract company investment.  The team is also focusing on educating site selectors to better position Michigan when they are looking to site a company project.


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