A Professional Homecoming for Michigan
“How much traffic can you generate in four days?”
Both one of the most common and most feared questions an advertising team can hear. The type of question that brings together urgency, inspiration, and good ol’ fashioned under-the-gun willingness to dive in, all the way.
The State of Michigan enlisted the supergroup of Domain7, Zencity, and Spur Communication to design a digital engagement to gather input from professionals outside of the state on what would bring them home. With Spur and Zencity leading the design and production of the engagement, my team from Domain7 was tasked with driving the right people to the engagement. In four days.
We began with high-level personas: Michigan Professionals, Out-of-State Professionals, and Michigan Alumni & Students. Making the most of a small amount of time, we designed essential persona briefs, and then responded to them with 100 tags each.
We defined precise targeting across LinkedIn and Instagram for each of the three personas, leveraging geographic attributes, industry attributes, group affiliations, and educational attributes.
With budgets set, targeting implemented, and copy drafted, we finalized art direction with the Michigan team, eventually leveraging the Economic Department’s B-Roll for efficiency and accuracy.
Four Days Was More Than Enough
With a global campaign goal of 2,500 total engagement completions, we knocked it out of the park.
As VP, Strategy for Domain7, I co-ordinated between the three agencies, consulted on campaign design, provided copywriting frameworks, and co-wrote the ads. But (and I can’t stress this enough):
This wouldn’t have happened without these brilliant humans:
Ryan Kronenberg
Domain7 Growth Marketing Manager
Nicola Anderson
Domain7 Writer & Strategist
Tannaz Mousakhani
Domain7 Digital Marketing Specialist