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:

• 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

1 8 15 22 29 5 12 19

National: Wall Street Journal $288,196

Local Business Journals $274,992

Site Selector B2B $32,210

Vertical B2B $90,000

Digital: Business Press $150,000

$835,398

CostJ an Feb

$581,797 $253,601

MEDIA DETAILS

*All rates are estimated

National Newspaper: M-F Edition

Publication Ad Size Circulation CPM Rate*

National Newspaper: Daily

Wall Street Journal P4C 1,566,027 $92 $144,098

Business-to-Business:Local market Business Journals

Publication Ad Size Circulation CPM Rate*

Business Journals: Weekly Rates Atlanta Business Chronicle FP4C 35,228 $277 $9,755

Dallas Business Journal FP4C 15,786 $605 $9,555

Austin Business Journal FP4C 9,354 $778 $7,280

San Francisco Business Times FP4C 17,343 $692 $12,000

Silicon Valley/San Jose Business Journal FP4C 9,449 $1,149 $10,860

Crains Chicago Business P4C 45,658 $423 $19,298*All rates are estimated

Local Newspaper Websites: Business Section

*All rates are estimated

Publication Impressions CPM Net Cost

Local Newspaper

Atlanta Journal Constitution 876,315 $10 $8,763

Washington Post 1,565,651 $10 $15,657

Dallas Morning News 790,397 $10 $7,904

Ft. Worth Star- Telegram 498,988 $10 $4,990

Austin American -Statesman 334,803 $10 $3,348

Chicago Tribune 1,696,552 $10 $16,966

Los Angeles Times 2,073,809 $10 $20,738

San Francisco Chronicle 646,185 $10 $6,462San Jose Mercury News 536,787 $10 $5,368Contra Costa Creek Times 392,150 $10 $3,922Ad Serving $5,000

10,000,000 $100,000

Publication Ad Size Circulation CPM Rate*

Site Selector B2B: MonthlySite Selection P4CB 44,552 $155 $6,911

Area Development 7 x 10, Bleed is 8 1/4 x 11 1/8 39,517 $177 $6,995

Business Expansion Journal 6.875 x 9.5 22,000 $100 $2,200

*All rates are estimated

Business-to-Business:Site Selector Media

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

Publication Ad Size Circulation CPM Rate*

Rates Automotive News FP4C 66,712 $314 $20,940

Medical Product Mfg. News FP4C 27,000 $321 $8,675

*All rates are estimated

Timing

Space Close Material Due Date

National Newspaper 4-7 days 3-5 days

Local Newspaper 3-5 days 1-2 days

Site Selector Magazines 1-2 months prior 1 month prior

Business-to-Business Journals 10 days 8 days

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

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• 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• 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• 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 DevelopmentRetention •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.