Detroit Region Aerotropolis

Marketing Strategy & Infographics

The Client

The Detroit Region Aerotropolis is an economic development organization that works closely with local, county, and state leaders to bring businesses and jobs to the area around Detroit Metropolitan Airport and Willow Run Airport.

The Challenge

The Detroit Region Aerotropolis has been in place for over ten years but has struggled to lock in its brand recognition on even a local level. It needed assistance strengthening its brand and clarifying its messaging to a targeted audience. However, to make sure this was done right, it required going beyond catchy phrases and designs.

The Process

Working together with the Detroit Region Aerotropolis and Bonner Advisory Group, the first phase of the re-brand was market research, specifically competition, demographics, and determining the feasibility of the aerotropolis’ success. Based on the collected information and executive board’s approval of an adjusted course, we changed the name of the organization from VantagePort to Detroit Region Aerotropolis, kicked off its social media plan, implemented immediate improvements on its website, and began designing print and presentation material.
As the Aerotropolis team began to leverage the new tools in place, we were able to collect feedback. The most valuable feedback came from an asset familiarization tour (where we were present for event support and additional market research) at which site selectors from around the country provided a critique of the area.

The Deliverables

  1. 4 Page infographic
  2. Advertisement copy and design
  3. Event planning and support
  4. Social media plan and management
  5. Public relations plan and management
  6. Website design (winter 2016)

The Solution

By honing in on the most critical selling points for the Aerotropolis’ territory and fully understanding what its target audiences wanted to understand about the Aerotropolis, we were able to build a  marketing strategy that included messaging, content, a social media plan, a public relations plan, a website revamp, and ongoing support for advertising, relationship building, and positioning as an economic development asset in Southeast Michigan.

The Outcome

Through branding and marketing exercises, our team empowered the Aerotropolis to better understand its own vision and messages. The marketing tools delivered by our team have already been used around the country to promote business, job, and economic growth in the area.

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