Michigan Economic Development Corporation (MEDC)
Brand Context & Challenge
The Michigan Economic Development Corporation (MEDC) plays a vital role in promoting Michigan as a top destination for business investment, talent, and innovation. Besides highlighting the state’s economic benefits, MEDC also needs to communicate the quality of life that makes Michigan an appealing place to live and work.
To support its efforts to attract businesses, MEDC looked for creative, tangible ways to engage out-of-state companies and decision-makers. McCann Worldgroup teamed up with Premier Communications Group to create a series of highly curated direct mail experiences designed to bring Michigan’s regional character to life—connecting prospects emotionally to the state through meaningful, physical touchpoints.
Premier was chosen by MEDC to design, develop, and produce a series of direct mail packages that showcased Michigan’s diverse regions while emphasizing the state’s unique blend of opportunity, culture, and lifestyle.
Execution, Fulfillment & Ongoing Support
Premier orchestrated the creative development, sourcing, and fulfillment of a series of four regional direct mail kits distributed nationwide. Each package showcased a different Michigan region and featured distinctive items produced by local companies.
West Coast Kit: Madcap Coffee and a Herman Miller desk organizer
North Coast Kit: Golf accessories and Cherry Republic dried cherries
East Coast Kit: Fairway Packing gift card and a Shinola notebook
Statewide Kit: Stormy Kromer cap, Tait Design Co. balsa wood airplane, and Detroit Is the New Black notebook
In addition to project-based campaigns, Premier continues to support MEDC through the development and management of its online company store, providing a centralized platform for branded merchandise used in marketing, outreach, and events. By combining creative execution with ongoing fulfillment and store management, Premier helps MEDC maintain consistent, high-quality brand touchpoints that support its statewide economic development mission.
