A Strategy that Accelerated Growth
The Detroit Region Aerotropolis Development Corporation is a regional public-private economic development organization driving corporate expansion and new investment around the Detroit Metro and Willow Run Airports. The Aerotropolis has been in place for over a decade, yet with various leadership changes and brand inconsistencies, they struggled with brand awareness and positioning.
- P3 Stakeholders 71% 71%
- Promoting Investment 56% 56%
- Strategy & Consistency 45% 45%
The Aerotropolis needed to create brand and content messaging which would appeal to stakeholders while effectively engaging with their targeted audiences.
To prepare for 2017, we complemented the Aerotropolis’ strategic action plan with a brand strategy including recommended messaging and positioning as a premiere economic development asset in Southeast Michigan. Planned marketing tactics were supported by personal communications and relationship building with stakeholders lead by the Aerotropolis staff.
With implementation of a full strategic plan, the year closed with Detroit Region Aerotropolis boasting three major projects: Amazon, Brose, and Penske, whose investment equated to over 1.7 million square feet in development, $343 million in capital investment, and 2,300 new jobs in the region. Marketing metrics showed the Aerotropolis reached 1,650% more people and activated 631% more engaged users, with an increase of 4,407% in website traffic. Stories of the Aerotropolis’ success were featured in Crain’s Detroit, Site Selection Magazine, dBusiness Magazine, and other various news outlets throughout the state.