Coordinate Marketing Efforts

Action Outcome

A collaborative and coordinated marketing and public relations of the Ann Arbor region that achieves optimum results in retaining and attracting talent, businesses, CEOs, site selectors, and tourists to the region while enhancing our public image on a global scale.

Status

Proposal for regional website with links and shared tools under development.
Researching host and funding opportunities.

Action Champions

Debra Power, Power Marketing
Daryl Weinart, UM Business Engagement Center

Action Manager

Michael Haynes, Ypsilanti Area CVB

For information contact Michael Haynes at mhaynes@ypsilanti.org.

Action Description

The Ann Arbor region is already globally recognized as on of the best places to enjoy arts, culture, and outdoor recreation. Research of other successful communities shows that marketing these and other assets can improve our capacity for attracting talent and companies to our region. Currently, we have several entities marketing the region. These efforts should be coordinated and targeted to achieve optimal results in attracting talent, business start-ups, CEOs, site selectors, and tourism.

Primary Team

Ted Coutilish, Eastern Michigan University Communications
Gretchen Driskell, City of Saline
Diane Keller, Ypsilanti Area Chamber of Commerce
Mary Kerr, Ann Arbor CVB
David Lampey, University of Michigan Communications
Debbie Locke-Daniel, Ypsilanti CVB
Scott Meir, Cumulus
Elizabeth Parkinson, Ann Arbor SPARK
Ed Petykiewicz, Ann Arbor News
Bob Pierce, Chelsea Chamber of Commerce
Mary Stasiak, Ann Arbor Transportation Authority
Representative, City of Ann Arbor
Representative, Washtenaw County
Representative, Home Builder’s Association

Action Team

Dave Brudon, University of Michigan Health System
Bob Conlin, RJ Conlin
Dennis Doyle, Ann Arbor CVB
Amy Klinke, Center for Entrepreneurship/Corporate Relations, UofM
Liz Margolis, Ann Arbor School District
Lindsay McCarthy, Ann Arbor Area Chamber of Commerce
Nick Miller, University of Michigan Business Engagement Center
Denise Murray, Briarwood Mall
Tim Neiman, Dynamic Edge
Tamara Real, Arts Alliance
Mark Riordan, University of Michigan Athletic Department
Pam Smith, Eastern Michigan University
Michele Szczypka, St. Joseph Mercy Health System
Sonali Vijayavargiya, Augment Capital
Karen Gabrys, United Way
Representative, Cleary University
Representative, Thompson
Representative, Toyota
Representative, Washtenaw Community College

Action Timeline

	Action Steps	Timelines
	Primary Team
1.	Assess Community-Wide Marketing.	January – February 2009
2.	Make a collaborative determination on how best to execute the Ann Arbor Regional brand.	March 2009
3.	Develop an aggressive plan for implementation of the brand, including marketing, public relations and advertising.	Summer 2009
	Action Team
4.	Develop a set of deliverable items for the community: Key talking points and elevator speech about Washtenaw County. Collaborative public relations effort Create implementation tools (may include website elements, templates for marketing materials and press releases, etc.) Brand Implementation Handbook. This will include a brand handbook to be made available to regional organizations and businesses to encourage consistency in marketing efforts. Provide tools for all communities to participate in the collaborative brand.	July 2009
5.	Print and distribute Brand Implementation Handbook	September 2009

Metrics and Reporting

To be developed by the Implementation team.

The Marketing Team will provide progressive reports in a variety of ways:

At community events (Outlook and Impact)
Via blog or other web-based venue
Via press releases and communication with local media
A special event (or adjunct to a community event) where we unveil our plan of attack

Sections

Personal tools