Integrated Marketing Campaign Builds Resident Pride/Attracts Newcomers

About the Program

Category: Community and Economic Development (Best in Category)

Year: 2014

In 2009, Macomb County residents voted to become the fourth county in Michigan to adopt an executive form of government. First-ever County Executive Mark A. Hackel was quick to announce that one of his first objectives was to raise awareness about Macomb County’s reputation as being an ideal place to visit, live and build a business. The result was the Make Macomb Your Home marketing campaign. Its purpose is to retain and attract residents, visitors and businesses by more actively promoting the many positive characteristics that make Macomb one of Michigan’s fastest growing counties. The campaign was launched with great fanfare at Executive Hackel’s first-ever State of the County address in 2011. New videos featuring prominent Macomb County attributes were an important part of the overall program. Marketing the brand has taken several forms including social media, viral videos, paid advertising, billboards, branded apparel, giveaways and special events. One of the most successful components of the strategy has been the creation of the website www.MakeMacombYourHome.com. The website fills a void and has become a “one-stop shop” for all things related to Macomb County’s amazing people, places and events.