1. Business Attraction Campaign 12-19-2012

2. 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

3. National Media Plan

4. Media details

5. National Newspaper: M-F Edition
*All rates are estimated

6. Business-to-Business: Local market Business Journals

7. Local Newspaper Websites: Business Section
*All rates are estimated

8. Business-to-Business: Site Selector Media
*All rates are estimated

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

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

11. Marketing Campaign Metrics
Creating web page to drive interested parties to learn more
Tracking /phone inquiries to customer service
Digital campaign will measure links to Michigan.org/RTW

12. 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.

13. 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.

14. 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

15. 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.