by Scott McClallen
Gov. Gretchen Whitmer and the Michigan Economic Development Corp. unveiled “You Can in Michigan” — a new talent attraction marketing campaign launching nationally.
The campaign follows reports of population loss and an estimated more than 270,000 more people will leave the state by 2050. Michigan has lost more than 40,000 residents since 2020.
“Michigan is a welcoming, inclusive state with strong career opportunities for workers and resources for cutting-edge, high-tech industries that will define the future,” Whitmer said during a virtual news conference.
“Our growth depends on growing and attracting new talent to the state, which is why we’ve worked hard to invest in the kitchen-table issues and pass welcoming policies — so anyone can ‘make it’ in Michigan,” Whitmer said. “From our great quality of life, good cost of living, tuition-free pathways to technical and higher education, and extensive advanced manufacturing infrastructure to, as we like to say, ‘make stuff and grow stuff,’ we are excited to share our story and build a brighter future for our Michigan.”
The $20 million campaign showcases Michigan via new television commercials, radio spots, print placements, social channels and themichiganlife.org, a new website for job seekers to explore the state.
The campaign features Detroit and Grand Rapids to Traverse City and Houghton.
The state will spend $59 million in 2023, including $20 million for the marketing campaign over the first two years through 2023-24 covering production and creative development costs and an initial $3.5 million in advertising.
“We’re tasked with addressing the state’s declining population head-on by identifying ways to attract new residents and keep those who already call this great state home,” Michigan Chief Growth Officer Hilary Doe said in a statement, who makes $180,000 annually.
“My top priority is to showcase Michigan’s strengths and attributes as the best place to live, work, play, raise a family or start a business,” Doe said. “To welcome the next generation of Michiganders, we must be loud and proud of this dynamic state and all it has to offer. Compiling statewide resources in a central location reduces barriers for future residents and serves as an essential step to help grow the state’s population.”
Target markets for the national campaign include Minnesota, Illinois, Wisconsin and Ohio and 12 designated market areas across the U.S. including New York, San Francisco, Washington, D.C., Atlanta, Austin and Raleigh-Durham.
“Through this groundbreaking national campaign, Team Michigan is sending a message to all job seekers and entrepreneurs, from every background, from all over the world that when it comes to having a high-tech career and an unmatched quality of life – you can in Michigan,” MEDC CEO Quentin L. Messer, Jr said in a statement.
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Scott McClallen is a staff writer covering Michigan and Minnesota for The Center Square. A graduate of Hillsdale College, his work has appeared on Forbes.com and FEE.org. Previously, he worked as a financial analyst at Pepsi. In 2021, he published a book on technology and privacy. He co-hosts the weekly Michigan in Focus podcast.
Photo “Gretchen Whitmer” by Michigan Economic Development Corporation.
