Michigan leaders hope a new $20 million national campaign will boost the state’s struggling population, attract job seekers to Michigan and avert economic problems.
Gov. Gretchen Whitmer and the Michigan Economic Development Corporation announced “You Can inmichigan” on Tuesday, Oct. 10, calling it the nation’s largest talent attraction campaign.
“Everyone knows Michigan is a welcoming and inclusive state. We offer strong career opportunities to workers and resources in cutting-edge high-tech industries that will define the future. But our growth depends on our state growing and attracting new talent,” Whitmer said.
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Advertisements on television, radio, print and social media promote Michigan as an outdoor destination and a hub for manufacturing, technology and health care industries. The 12 markets targeted include the border states of Michigan and cities such as New York. San Francisco; Washington DC; Atlanta; Austin, Texas. Raleigh, North Carolina. and Durham, North Carolina.
“Markets that we know have a high density of technology talent are not just markets that we know tend to have a high degree of University of Michigan alumni or connections to Michigan, It’s an industry that’s looking forward to it,” Michelle Grinnell said. She oversees communications and marketing strategy for the Michigan Economic Development Corporation.
Partnering with the campaign is a new website for job seekers: themichiganlife.org. This website contains information about major industries, places to live, and activities throughout the state. The site’s cost of living calculator touts Michigan as one of the least expensive states. And then there’s the “Find Your Place in Michigan” quiz. Ask people about their dream regions and popular outdoor activities.
Additionally, the online Michigan Career Portal uses artificial intelligence to help job seekers hone their career goals and match them with jobs in Michigan.
Grinnell said the campaign uses “cutting-edge technology” in its marketing efforts.
“The Michigan Career Portal is a great example of this, matching job seekers with their ideal jobs and geographic data, and using AI to provide personalized recommendations that help employers attract more talent. We’re trying to get them quickly,” she said. “We are really proud to be the first state in the nation to utilize this technology.”
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Michigan invested $59 million this year to attract and develop talent. This includes a $20 million budget for his new two-year marketing campaign through 2024. Funding for “You Can inmichigan” also includes his $3.5 million in production, development and advertising costs for the remaining years.
Quentin Messer, CEO of the Michigan Economic Development Corporation, said the campaign is aimed at supporting a growing industry.
“Specifically, we want to bring in employees and people interested in mobility, electric vehicles, semiconductors, chips, clean energy, biosciences, advanced agribusiness, fintech and insurance technology.” said.
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Michigan’s population growth has become a key focus for the Whitmer administration as an economic development tool. In June, the governor established the 28-member Growing Together Michigan Council. The company has appointed Hillary Doe as its first-ever chief growth officer to “grow Michigan’s population, accelerate economic growth, and make Michigan a place everyone wants to call home,” the news release said. said.
These efforts come as Michigan’s population growth lags behind other states. From 2010 to 2020, Michigan ranked 46th in population growth with a 2% increase. This compares to 0.9% growth in Illinois, Mississippi, West Virginia, and Connecticut, all of which experienced population declines.
According to the U.S. Census Bureau, Michigan’s population also decreased by 43,212 people in the two years from April 2020 to July 2022.
“We are tasked with addressing our state’s population decline head-on by identifying ways to attract new residents and retain those who already call this great state home,” Dou said. Told.
Related: Pure Michigan to suspend national advertising due to sudden budget cuts
Earlier this year, another national advertisement supported by the Economic Development Corporation targeted six conservative states. The message praised inclusion and “reproductive freedom,” as the Whitmer administration used liberal social issues as a selling point to potential new residents. “Bias is bad for business,” she said in her State of the Union address in January.
These are different from Pure Michigan, a campaign to promote Michigan as a tourist haven that received budget cuts this year.
The “You Can inmichigan” digital and social media campaign is already underway.
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