PowerPoint Presentation
Michigan Economic Development Corporation, 2014
Michigan is popularly known as the automotive capital of the
world while Michiganders are proud of their heritage, this can
create an industrial and dirty image for the state.Pure: free from
what vitiates, weakens, or pollutes (Pure). Contrasts with
Michigans industrial history to show there is much more to the
stateMichigan was in much need for a tourism marketing campaign in
order to boost tax revenue Pure Michigan was created in Fiscal Year
2005 06 (House Fiscal Agency, 2015). Tax revenue is imperative to
the state due to the balanced budget clause in its constitution
(Mich. Const. Art. V, 18, 1963).
Why Pure Michigan?
Former CEO of The Walt Disney Company, Michael Eisner, said, A
brand is a living entity and it is...the product of a thousand
small gestures (Michigan Economic Development Corporation, 2015, p.
6).Michigan uses thousands of gestures to create its brand via 3
primary media outlets:Television CommercialsRadio Commercials Print
AdvertisementBillboards, newspapers, etc.
Establishing the Pure Michigan Brand
The Mackinac Bridge at Sunset
TV CommercialsSince its inception, Michigans destination
marketing campaign has yielded several 30-second commercials
showcasing practically every community in the state. Voiced by Tim
Allen Popular film and TV actor, as well as MichiganderA part of
the success to the Pure Michigan campaign comes from Allens genuine
affection for his home state (Buss, 2015).
Video: Pure Michigan, 2014
Radio Commercials
Formatted to 60 seconds eachBroadcast throughout the state and
nationally.Covers similar topics as TV ads, but go into greater
detail and are more city-specific.Allows the campaign to better
target market segments
Audio: Pure Michigan, 2011Image: Buss, 2015 Actor and Prominent
Michigander Tim Allen
Other Methods of MarketingPure Michigan also markets
via:FacebookTwitterYouTubeGoogle+PinterestMore information at:
www.michigan.org/social
Image: Facebook.com/PureMichigan
6
Initially, the Pure Michigan brand was solely intended for
increasing tourism to the state, however its mission has grown
(Michigan Economic Development Corporation, 2015, p. 8).Pure
Michigans brand is now targeted towards tourism, business, and
talent. (Michigan Economic Development Corporation, 2015, p.
8).Tourism: Michigan is majestic, mythic and magical a place with
abundant natural beauty (Michigan Economic Development Corporation,
2015, p. 8).Business: Michigan is for growth. The state strives to
create an environment where companies can grow bigger and faster,
while preserving the its natural beauty (Michigan Economic
Development Corporation, 2015, p. 8).Talent: The State of Michigan
is for talent acquisition and retention (Michigan Economic
Development Corporation, 2015, p. 8).
Brand Mission
Brand SeparationTourism and ConsumerBlue logo is to be used when
businesses market to tourists and consumers (Michigan Economic
Development Corporation, 2015, p. 12).Business and TalentGreen logo
is to be used when businesses market to other businesses for talent
and business purposes (Michigan Economic Development Corporation,
2015, p. 12).
Funding is a hot topic for debate in the Michigan legislature
since there is no consistent funding source (House Fiscal Agency,
2015). As time has past, the legislature ceased to take money from
the states general fund, and instead created the 21st Century Jobs
Trust Fund the campaigns major contributor ever since (House Fiscal
Agency, 2015).
Funding
Image: House Fiscal Agency, 2015
While Pure Michigans budget is often contested, its funding has
consistently increased over the past 6 years
Based on the previous slide, Pure Michigans campaign is quite
expensive. Thankfully, the program makes a significant ROI.In 2013,
$13 million were spent on out-of-state marketing.This investment
brought 4 million trips to the state where visitors brought $68
million in tax revenues (Michigan Radio Newsroom, 2014).For about
every $1 invested in Pure Michigan, the state receives $7 in tax
revenue (Buss, 2015).
Return on Investment
Like any tourism campaign, it remains vulnerable to current
events and the court of public opinion. Currently, there is an
emergency in the City of Flint, which is dealing with
lead-contaminated water. This can be uniquely detrimental to the
Pure Michigan campaign since it boasts its pure waters (Great
Lakes) and natural beauties. A state cannot be campaigning its
water quality while at the same time have a crisis with water
contamination.At this time, it is too early to tell the effects of
the Flint Water Crisis on tourism since it is the off-season.
However, the campaign is sure to take a hit via political pundits.
Current Events
Pure Michigan emphasizes the pureness of Michigans natural
beauty, as well as its mission for rapid growth and development for
business, talent acquisition and retention. Pure Michigan strives
to create a dichotomy between its industrial past and its clean,
environmental-friendly future. Thereby effectively repositioning
itself in the market. The Pure Michigan brand is established
primarily via TV, radio and print advertisement, however it is also
relayed through social media.Under Michigans constitution, the
state is not allowed to have a budget deficit. Pure Michigan brings
in additional necessary revenues via tourism. $13 million spent on
out-of-state marketing translated into $68 million in tax revenue$1
invested in Pure Michigan equals $7 in return on investmentLastly,
Michigan is impacted by current events. While it is still too early
to tell the lasting effects, the Flint Water Crisis is in no way
helping Michigan relay its pure image.
Conclusion
Buss, D. (2015, June 28). Tim Allen and 'Pure Michigan' ad
campaign prosper together. Retrieved February 15, 2016, from Forbes
website:
http://www.forbes.com/sites/dalebuss/2015/06/28/tim-allen-and-pure-michigan-ad-campaign-prosper-together/#77e5ed303756House
Fiscal Agency, Pure Michigan tourism marketing campaign, 2015, at 1
(Mich. 2015).Michigan Economic Development Corporation. (2014).
[Assorted images of Pure Michigan]. Retrieved from
http://www.michigan.org/image-gallery/
References
Michigan Economic Development Corporation. (2015). Pure Michigan
brand guidelines [Pamphlet; PDF]. Retrieved from
http://www.michiganbusiness.org/cm/files/diy_marketing_toolkit/medc-brand-guidelines(1).pdfMichigan
Radio Newsroom. (2014, March 12). Those "Pure Michigan" ads are
paying off. Retrieved February 15, 2016, from Michigan Radio
website:
http://michiganradio.org/post/those-pure-michigan-ads-are-paying#stream/0Pure.
(n.d.). In Merriam-Webster. Retrieved February 15, 2016, from
http://www.merriam-webster.com/dictionary/pure
References Cont.
Pure Michigan. (2011, March 30). Michigan fishing: Gone fishin'
| Pure Michigan [Audio file]. Retrieved from
https://www.youtube.com/watch?v=lCLbt9spne8&list=PL499140826F007759&index=26Pure
Michigan. (2014, March 10). Summer breeze | Great Lakes Bay | Pure
Michigan [Video file]. Retrieved from
https://www.youtube.com/watch?v=XyFENPrA5s4Mich. Const. art. V, 18.
Retrieved from
http://www.legislature.mi.gov/(S(g2day5fmnxhhmniudmszn2dh))/documents/mcl/pdf/mcl-chap1.pdfReferences
Cont.
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