Greater Ann Arbor RegionWinter Marketing Campaign
The Greater Ann Arbor Region (GAAR) is a six-county economic development region located in the center of Ann Arbor. Funded by the Michigan Economic Development Corporation, GAAR’s partners work together to attract developing businesses that are seeking a destination for relocation or expansion. GAAR makes good ideas great by providing the people and resources necessary to imagine, engineer, build, and deliver your idea.
The Greater Ann Arbor Region had a desire to attract the attention of site selectors. Site selectors are highly sought after, making it essential to design a campaign that would really stand out from the many other organizations trying to garner their attention. Site selectors are often from warmer climates and have a negative view of Michigan weather. GAAR wanted to embrace this and show the site selectors why our unique climate provides companies with many advantages.
Our team developed a multi-faceted campaign that included: a direct mail postcard, an email blast, a box filled with regional goodies and stories about the companies, a website landing page with additional stories of companies and organizations that are thriving in our region. The campaign was followed with an email blast requesting that each recipient save the date for the fall site selector event that GAAR hosts.
Working closely with GAAR allowed us to identify their problem, as well as the negative connotations that site selectors have of the Michigan weather. We effectively catered the campaign to these issues which resulted in increased traffic to their website, positive feedback from people who received the marketing materials, and increased brand awareness to the entire region.