Thursday, March 04, 1999
"Today It's Not Enough to be Street Smart . . . You've Got to be State Smart"During a press conference in Lansing today, the Michigan Jobs Commission unveiled its 1999 marketing campaign. The campaign, which began running intensively this week in New York, will also run in Cleveland, Ontario and Chicago later this year. The ads are geared toward CEOs and business executives, and focus on the state's diverse economy and educated workforce. The campaign's pitch, "Today it's not enough to be street smart . . . you've got to be state smart," is delivered by several prominent Michigan business executives including: Peter Karmanos (Compuware), Bill Marohn (Whirlpool), Dick Haworth (Haworth), Dr. Peter Corr (Parke-Davis R&D) and Rick Snyder (former President, Gateway Computers, now president of Avalon Investments, a high tech venture capital firm based in Michigan). "Michigan is back, and attracting companies in record numbers," said Doug Rothwell, CEO and department director of the Michigan Jobs Commission, the state's lead economic development agency. "That makes it a great time to let the business communities in some of our competitor states know what the Michigan of today has to offer." The State of Michigan is spending approximately $5 million on the year-long campaign aimed at attracting out-of-state companies and their expansions to Michigan. The funding for the ad campaign comes from the Michigan Strategic Fund, which is made up of revenue from the state's Indian casinos; no taxpayer dollars were used for the campaign. "Michigan is the center of the auto industry, as most people know, but we're also home to information technology, machine tool, office furniture, electronics and so many other industries that people don't know as much about," Rothwell said. "This diversity of industries and rapid growth make Michigan a smart choice for out-of-state companies looking to expand or relocate." Recently, Michigan was ranked the number one business location in the United States by Site Selection magazine for the second year in a row. More than 1,722 new plants and expansions located in Michigan in 1998, setting an all-time record for any state in the last 30 years. Plants, Sites & Parks magazine also recently ranked Michigan as the number one state for business growth. The advertising campaign will include television, newspaper, magazine, radio and Internet-based advertising. Television ads are currently running on ABC, NBC and PBS affiliates in New York. Print ads are running in The New York Times, the Wall Street Journal, Business Week and Fortune. Radio ads are running on local news, talk, classical and sports radio stations. Internet ads are running on CBS Marketwatch, CIO.com, the New York Times website, Quote.com, TheStreet.com, and Wall Street Journal Interactive. A major six week ad campaign targeting New York companies intensifies this week as television spots begin airing there.