MISSION

Find Your Reason

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MISSION LOG

Hello West Michigan serves as an advocate for talent and provides downstream support to them, and their families, as they settle into their new lives in West Michigan. They were in need of a versatile campaign that would kickstart their recruiting in and around the Midwest. What started as a student competition, manifested into a multi-platform, integrated campaign.

 

ROLE

Art Direction, Web Design, Copywriting, Photo Retouching

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IT BEGAN AS A COMPETITION

The original campaign brief was a part of a student advertising competition. I presented a campaign concept centered around reasons for living in West Michigan. 

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WE REVISED OUR MESSAGE

The four finalists went on to combine their concepts into one unified campaign. With the guidance and oversight of Stevens Advertising and Fairly Painless Advertising, we took the 'reasons for living in West Michigan' concept and fine-tuned our messaging to our target audience.

WE HAD TO ASK OURSELVES

What makes West Michigan unique? What do people look for when they're considering relocation?

 

WE FOUND THREE KEY REASONS

We decided to center the campaign around three unique features that West Michigan has to offer: the pristine beaches of Lake Michigan, the world-reknowned breweries and beer culture, and the affordable rent.

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WE USED OUT-OF-HOME STRATEGICALLY

We purchased a billboard space in southwest Michigan, targeting those travelling to and from the Chicago area. 

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WE INTEGRATED DIGITALLY

Our call to action led our audience to a landing page where they could share reasons for living in West Michigan, sign up for job postings, and see what events and activities were happening in the area. 

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AND WE PROVIDED A SPACE FOR COMMUNITY

Using the hashtag #MiReason, we invited the West Michigan community to engage and share their own reasons for living in West Michigan. The results were profound—we received hundreds of comments through twitter and use of the microsite.

YVONNE'S REASON

The water, the seasons, large cities, small towns, and everything in between. West Michigan has everything! Who could ask for anything more?

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CREATIVE DIRECTION
Daniel Spicer

PHOTOGRAPHY
Brian Kelly Photography

AGENCIES
Stevens Advertising
Fairly Painless Advertising
The Highland Group

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