©2016 Michigan Economic Development Corporation

Michigan Economic Development Corporation Unveils New Business Marketing Initiative at Mackinac Policy Conference

Thursday, June 01, 2006

(517) 241-2271
Jo Bourjaily, DP & Company (248) 766-5765

Click here to see the new campaign! (06:51 11MB streaming media) - Requires Real Player

Mackinac Island, MI –The Michigan Economic Development Corporation (MEDC) today launched the largest business marketing initiative in Michigan’s history at a formal briefing to Detroit Regional Chamber of Commerce Mackinac Policy Conference attendees on Mackinac Island. 

The national advertising and marketing initiative—which debuts today—will share stories of successful CEOs who have chosen to expand their businesses in Michigan as a way to encourage other businesses to choose Michigan for the site of their future job creation. 

Award-winning actor/director and Michigan resident/entrepreneur Jeff Daniels—along with well-known news media personalities, including CNBC’s Maria Bartiromo and CBS’s Charles Osgood—will introduce these business-growth success stories to business decision makers in Michigan and around the country. 

Governor Jennifer M. Granholm, MEDC President James Epolito, Jeff Daniels, and WJR Radio host Paul W. Smith unveiled the advertising and were joined by two Michigan CEOs who will be featured prominently in the MEDC initiative. Maria Thompson, CEO of T/J Technologies in Ann Arbor, and Dr. Subhendu Guha, President and COO of United Solar Ovonic shared their decisions for expanding their businesses in Michigan. 

“CEOs are choosing Michigan for their business growth because they think Michigan is a great place to do business,” Granholm said. “We want those CEOs sharing that story with the world so that when other businesses are looking for a place to grow and create jobs, they look at Michigan first. MEDC’s advertising focuses on companies and CEOs who capitalized on Michigan’s business resources to give them a global competitive edge.” 

The initiative will highlight Michigan’s key business-attraction tools including its competitive business environment, its world-renowned universities, its highly skilled workforce, its status as the world’s research and design hub, and its new, $2 billion 21st Century Jobs Fund. Together, these tools give Michigan businesses “The Upper Hand.” 

Epolito said the 21st Century Jobs Fund also gives the state a competitive advantage in attracting new high-technology researchers, entrepreneurs, and businesses. 

“Selling Michigan is part of creating jobs and growing our economy,” Epolito said. “Collectively, the Michigan legislature aggressively allocated the funds that have helped us create economic tools like the $2 billion 21st Century Jobs Fund. The Fund, along with the other tools we have to offer, will help us attract new businesses and work to keep the ones we have.” 

Epolito noted that while a majority of the MEDC’s advertising would be on a national and international level, the initiative would take root and begin in Michigan. “We have a real need to create global awareness of Michigan’s unique resources, which are thriving despite our challenges,” he said. “But we want businesses around the corner to know great tools are available to them, as well as companies around the world.” 

Governor Granholm added that it’s important for Michigan to know about its own success stories so everyone in the state can share them. “We all have to be on the same page about promoting what our state has to offer,” she said. “We all have to be ambassadors for Michigan’s growth.” 

The integrated marketing initiative includes television, radio, print, events, direct mail, Internet advertising and non-traditional communication efforts designed to reach C-Level executives (chief executive officers, chief operating officers and chief financial officers) who make decisions about where to locate or expand their businesses. 

Radio advertising will begin in Michigan and nationally on June 1 and June 5, respectively. Ads will be heard on WJR, WWJ, and on other radio stations across the state. Paul W. Smith of WJR and Matt Roush of WWJ will help promote success stories on their stations. Nationally, MEDC commercials will be heard on CBS Radio’s Charles Osgood program, ABC Radio’s Sean Hannity program, and on Premier Network’s Maria Bartiromo program. Television commercials will debut in Michigan on June 5; national television spots will appear later this summer. Print advertising will also appear later this summer in publications like Forbes, Crain’s Detroit Business, Fortune, and Site Selection magazine. 

Jeff Daniels said he was proud to be able to help tell Michigan’s story to the world and to help expand the state’s economy. “I chose Michigan to raise my family and run my business in,” Daniels said. “The state’s business and political leadership understand the imperative to help position Michigan’s workforce and educational system to lead this shift to a global economy. It’s a great story and I’m proud to help tell it.” 

Epolito cited the successful cooperative efforts of legislators of both parties in funding the MEDC’s efforts to market the state. “Working together,” he said, “the legislature’s support enabled MEDC to create the kind of initiative that will bring international awareness of Michigan’s unique business resources and opportunities.” 

Click here to see the new campaign! (06:51  11MB streaming media) - Requires Real Player


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