©2016 Michigan Economic Development Corporation

Michigan Launches Campaign to Bolster High-Tech Image

Wednesday, October 31, 2001

Jennifer Kopp
(517) 335-4590

Focuses on State’s Breakthrough Technological Innovations

From simple solutions to high-tech innovations, Michigan offers a nurturing environment for technological advancements.Michigan companies have created, developed and commercialized numerous high-tech breakthroughs.It’s no surprise the state has emerged as a national leader in emerging industries such as biotechnology, alternative fuels and microsystems.

The Michigan Economic Development Corporation has recently launched a national advertising campaign to increase the awareness of Michigan’s high-tech business environment and innovations. This approximately $3.5 million campaign focuses on changing the perception of Michigan from rust belt to tech belt in the minds of advanced manufacturing, information technology and life sciences decision makers.

“This ad campaign will help us demonstrate that Michigan’s business community is one of the most technologically advanced in the nation.In fact, Michigan is changing the face of technology,” said Doug Rothwell, president and CEO of the Michigan Economic Development Corporation.“While that message hasn’t yet reached the coasts, this campaign is designed to place Michigan in the minds of high-tech decision makers across the country.”

The campaign features ads that highlight major breakthroughs accomplished in Michigan, including the new bio-artificial kidney developed by Nephros Therapeutics, the cholesterol-reducing drug Lipitor developed by Pfizer Pharmaceutical and a microsystems heating sensing device created by Dexter Research.

Ads will appear in 27-targeted industry magazines and journals as well as daily newspapers across the country from October 2001 to April 2002.

Radio spots featuring those high-tech Michigan-made products will air on National Public Radio (NPR) and stations in Chicago, San Francisco and Washington, D.C.

This campaign marks a shift from high-tech worker attraction back to an image and business attraction focus.Last year, the MEDC initiated a campaign to attract high-tech workers in four midwestern cities.

The high-tech worker recruitment campaign continues, but will be focused solely on Midwestern college graduates at 12 campuses.

The MEDC and member of its Recruitment Alliance have already attended 15 college career fairs this fall and have targeted about ten additional fairs this spring.

“Last year, the MEDC put out a national help wanted sign to high-tech workers in Midwestern cities,” said Doug Rothwell, president & CEO of the Michigan Economic Development Corporation.“This year, we continue to communicate our state’s high-tech employment opportunities, but we are focusing solely on high-tech universities graduates.Before those new grads establish roots anywhere else, we want them to consider Michigan as their first career option.”

The Michigan Economic Development Corporation, a partnership between the state and local communities, promotes smart economic growth by developing strategies and providing services to create and retain good jobs and a high quality of life.

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