Michigan: We Run on Brainpower

Michigan is home to more automotive-related technology centers than any other region on Earth. The state aims to keep it that way by attracting and retaining top-notch engineers, scientists and technicians. The activity is being coordinated by the state's new Dept. of Talent and Economic Development, whose mission is to draw attention to Michigan's sizeable intellectual assets and present the state as an exciting and socially significant center for rewarding high-tech jobs.

Kevin Kerrigan, senior vice president of the Automotive Office for the state's Michigan Economic Development Corp. in Lansing, explains the new campaign dubbed Pure Michigan: We Run on Brainpower and website to support it, both of which were officially launched in early August, 2015.

What is the rationale behind Michigan's new campaign?

Michigan is certainly winning the global technology battle in automotive. What's going on here is unbelievable. But, if we're not careful, we'll lose the PR battle. That's why we're telling people our story through this new marketing awareness campaign. To keep Michigan relevant and enable it to grow, we need to attract new talent and retain the formidable intellectual assets we have here already. In particular, we need to enthuse the youngsters in the state to understand the modern automobile industry has nothing to do with the old Rust Belt image.

What are the central messages for the We Run on Brainpower initiative?

Our intent is to show how Michigan is a very highly technologically advanced industry especially as the cars and trucks we know today evolve into the connected vehicles of tomorrow. The auto industry today and in the future is much more than simply making cars. It's an exciting and enormously high-tech business that will have a huge impact on society in terms of bettering the quality of human life.

We are also using the campaign to underscore our continuing Pure Michigan theme that the state is a great place to live and raise a family.

How are you promoting the campaign?

The centerpiece of the initiative is a new website, which was officially launched in the first week of August, 2015. The site integrates the state's message with high-tech automotive activities throughout Michigan that involve car companies, automotive suppliers, independent innovative businesses, work being conducted at our colleges and universities and automotive-related initiatives by state government and agencies. The site can help students and those looking for a career in the auto industry and to showcase the automotive technologies Michigan companies have to offer.

The site, which is being refreshed every two weeks, offers a continuous feed of the state's auto-related news. There also will be day-in-the-life videos depicting how people relate to the auto industry and the state. MEDC is actively soliciting content for the site now.

All this content is presented in a "wall" of tiles images and text blurbs that link to the organizations they represent. It's a very effective way to show the magnitude and depth of exciting work underway throughout Michigan.

Are you conveying the message through other channels as well?

Yes. We have developed a fast-paced video that captures the essence of today's technology-based auto industry and the opportunities it offers, particularly to young adults who are just beginning their careers.

We're definitely using the video to attract talent from outside the state. That includes making the video, which has been produced in several languages, an integral part of Michigan trade missions to other countries in Europe and Asia. But, as everyone in business knows, 80% of your success comes from customers you already have. So a big mission for the video, along with the other elements of the campaign, is to show Michigan residents that they don't need to leave the state to find rewarding high-tech work.

How does the campaign relate to other state business initiatives?

The entire We Run on Brainpower campaign, which centers on people and talent, dovetails with MEDC activities to promote and support Michigan's specific technological capabilities, especially regarding vehicle connectivity.

Federal safety agencies have estimated that connecting vehicles wirelessly has the potential of reducing crashes, injuries and traffic fatalities 80%. Today, there are about 230 million unconnected vehicles on the road in America, and each one has an average service life of about 11 years. That means this huge potential benefit won't happen overnight.

But, as today's cars are replaced by connected vehicles, we will one day be able to save more than 26,000 lives each year in the U.S. alone. That is a very powerful goal, and we are determined to maintain Michigan's preeminent position as the leader in developing the technology to make it possible.

Click HERE to visit the We Run on Brainpower Web site or go to the Web site at http://www.michiganbusiness.org/brainpower.