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Jarett Coy, Gabriana Stacey,
Alexandra Brown, Taylor Dieck,
Jeremy Hermann
A Public Relations Campaign for Southwest
Michigan First
April, 2015

2. 1
Foreword &
Acknowledgements

3. 2
Foreword and Acknowledgements
The purpose of Southwest Michigan Rooted was to help build and enhance our group’s abilities as
public relation majors. This campaign involved research, extensive amounts of writing, creative
processes as well as major goals and objectives. Our group has learned to develop a comprehensive
campaign plan that can be implemented immediately by our client Southwest Michigan First. This
campaign was completed in the spring of 2015 by Jarett Coy, Jeremy Hermann, Gabi Stacey, Allie
Brown, and Taylor Dieck, for COMM 4500 Public Relations and Program Development at
Western Michigan University.
The intent of the campaign was to design a plan for Southwest Michigan First that would
boost its internship program from 41 internships to 2000 within the Southwest region and retain
young talent in the region after graduation. The campaign plan concentrates on students ages 18 to
26 who are connected to Southwest Michgian. It also targets the area’s companies and
organizations to expand existing internship programs or develop new ones. The campaign plan
helps overcome the three main challenges presented by Southwest Michigan First which are
retention of young talent in Southwest Michgian, raising internships from 41 to 2,000, and
overcoming brain drain.
This plan was developed as a result of a teaching exercise and simulation and not done
directly for the client, but as a practical application of teaching methods. The client is welcome to
use the information and plan enclosed, but the implementation of the plan is up to the sole
discretion of the client.

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Table of Contents

5. 4
Table of Contents
Executive Summary………………………………………………….…….5
Situational Analysis and Target Publics…………………….……………..8
Campaign Research……………………………………………………… 31
Campaign Design and Implementation………………………………..… 35
Schedule and Budget…………………………………………………….. 52
Evaluation……………………………………………………………….. 57
Conclusion………………………………………………………………. 61
Appendix A: Website…………………………………………………… 64
Appendix B: Promotional Video………………………………………....67
Appendix C: Promotional Fliers…………………………………………70
Appendix D: Email Marketing Campaign……………………………….74
Appendix E: Press Releases……………………………………………...76
Appendix F: Social Media………………………………………………. 85
Appendix G: Versatile Campaign Graphics…………………………….. 95
Appendix H: Transportation Ads………………………………………. 104
Appendix I: Informational Brochure…………………………………… 107
Appendix J: Campaign Launch Email Newsletter………………………110
Appendix K: Student Qualtrics Survey………………………………….113
Appendix L: Business Leader Interviews………………………………..126
Appendix M: Media Contact List………………………………………..132
Appendix N: Banner Ad…………………………………………………134
References………………………………………………………………..136

6. 5
Executive Summary

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Executive Summary
The content that follows highlights the Southwest Michigan Rooted campaign for Southwest
Michigan First. Below you are provided with a comprehensive public relations campaign plan. The
plan is layed out in order of context and understanding.
Before any research or planning was to be conducted, a client overview and situational
analysis is essential. These sections will provide a brief overview of Southwest Michigan First and
a detailed analysis of the objective proposed by the client and the situation at hand. The problem
statement is an encompassing statement that shows the overall problem that the campaign aims to
overcome. Also included in this section are the linkages and target publics who are students,
businesses, educational institutions and media. Each target public has deep analysis based on
research.
Next, the campaign design and implementation organizes the goals, objectives, key
messages, and strategies and tactics. This section provides understanding of how each public will
be targeted. Leveraging research from surveys, database searches, and interviews Southwest
Michigan Rooted employs a detailed planning process that effectively engages each target public
to help accomplish our objectives. Campaign design was carefully considered with key messages
and communication channels in mind. Southwest Michigan Rooted uses concurrent branded
messages to reach target audiences and spark the conversation about internships and talent
retention.
The schedule and budget section details the costs of strategies and tactics that Southwest
Michigan Rooted will implement. The calendar includes the media plan and specifically when to
send press releases, boost posts on social media, and digital advertising. It also includes events.
The budget takes every cost into account. It is organized by advertising and events targeted at each
public.

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The evaluation section of the plan book will detail the possible evaluation methods used by
Southwest Michigan First. It includes secondary research in the form of follow up surveys and
analytical analysis to gauge the campaign’s effectiveness. Evaluation will be conducted during the
campaign as well to gauge impressions on digital and social mediums.
In the appendix you will find the beautiful creative work of Southwest Michigan Rooted. It
entails every tactic of the campaign and communication method. Throughout the paper, appendices
will be listed with text for easy reference.
Thank you for your time in reviewing the Southwest Michigan Rooted campaign and for
your consideration in use.

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Situational Analysis &
Target Publics

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Overview of Client
Southwest Michigan First is a privately funded economic development company that was founded
in 1999. It works with companies in the Southwest Michigan region to create jobs and stimulate
economic development. The organization is made up of 26 employees, and was founded by its
Chief Executive Officer Ron Kitchens. Southwest Michigan First works clients who range from
small business to Fortune 500 companies.
It was founded with intention to aid in job creation and work with area businesses to
promote growth and prosperity. Southwest Michigan First offers eight services to promote business
growth. The first area is business to business marketing; this concept is centered on the idea of
maximizing business potential by using resources that can grow a business. It offers supply chain
recruitment to help businesses forge essential relationships between suppliers and partners. Its
workforce development service aims to help employees and employers develop crucial workplace
skills through expert training and leadership initiatives.
Southwest Michigan First’s capital acquisition service provides companies with funding
and capital guidance to help acquire resources necessary for success. Site selection is offered to
pair companies with sites and locations to grow and develop. Consulting services equip partner
businesses with a network of advisors to advise it in different aspects. Its brand development
service helps your company tell its story, shape its image, and grow its name to consumer bases.
Southwest Michigan First offers efficient government which uses political connections and leaders
to collaborate to maximize job creation and expansion.
The organization faces competition in surrounding areas such as: Grand Rapids, Detroit,
and Chicago. Competitors such as Detroit and Grand Rapids offer opportunities that parallel each
city’s immense expansion. Both urban, trendy cities have great pull and attraction for young talent.
Chicago is a well-established city and offers an abundance of positions for recent graduates.
Southwest Michigan first is a hub for arts, culture, and workplace opportunities but struggles to
retain talented recent graduates and young professionals.

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This lack of retention touted as “brain drain” is apparent throughout the seven counties in
the Southwest Michigan First umbrella. The counties include; Berrien, Van Buren, Cass,
Kalamazoo, St. Joseph, Calhoun, and Branch County. The next aspect of brain drain that plagues
Southwest Michigan First is lack of data collaboration. Companies are hesitant to readily offer
information about their internships and some feel as if the help of Southwest Michigan First is
unneeded.
As for its peers, Southwest Michigan First include local companies, and other economic
development organizations such as: Michigan Economic Development Corporation (Pure
Michigan), Western Michigan University, City of Kalamazoo, Southwest Michigan Economic
Growth Alliance, Battle Creek Unlimited, Albion Economic Development, Goodwill Industries of
Southwestern Michigan, Kalamazoo Valley, Cornerstone Alliance, etc.
To communicate with its publics and stakeholders, Southwest Michigan First uses a
number of communication strategies and channels to market its services and achievements. Press
releases, digital content, social media, broadcast news outlets, and print publications serve as main
channels of communication. Outlets allow Southwest first to deliver information and content on a
local and national scale. Southwest Michigan First has been mentioned in the New York Times,
The Simple Dollar, Crain’s Detroit Business, and The Wall Street Journal.
Southwest Michigan First’s mission of local business growth, and talent retention can only
be achieved through engagement and collaboration with the region’s students, businesses, and
communities. Southwest Michigan First has allocated a budget of $6500 dollars to the campaign.
With our client’s background and services in mind, we will develop a campaign titled “Southwest
Michigan Rooted” to employ actionable solutions for talent retention and promote the importance
of internships to students and companies in Southwest Michigan. These initiatives will lead to the
attainment of our campaign goals and objectives.

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Problem Statement
In 2015 Southwest Michigan faces stagnant economic growth in part due to its failure to retain
college graduates and educated young professionals in the seven county region of Southwest
Michigan.
Situational Analysis
Southwest Michigan First assists companies in growth and act as a catalyst for economic
development in the region. Part of succeeding at this mission is to ensure the corporations in the
Southwest Michigan area can retain its young talent and recent grads post-graduation.
Southwest Michigan is home to an abundance of reputable, established companies, higher
education institutions, and offers an affordable cost of living. Southwest Michigan provides
positive advantages to starting and growing a career in the area. Southwest Michigan is a
bourgeoning region with job opportunities, arts and culture, diversity, and entertainment attractive
for young residents. Cost of living in the southwest area is affordable and significantly less
expensive than competing cities including Grand Rapids, Detroit, and Chicago. According to The
Council for Community and Economic Research 2014 Cost of Living Index, the Kalamazoo-
Portage area registers at an 87.2, Grand Rapids at 92.3, Detroit at 95.1, and Chicago at 116.7.
Aside from the positive influences contributing to economic growth in Southwest
Michigan, the economy faces competition from fellow Michigan cities including, Grand Rapids,
Detroit and Ann Arbor as well as nearby Midwest cities including Chicago. Southwest Michigan is
losing both locals and those who are educated in the region to “brain drain” and to these competing
cities and economies. Our primary research in surveys of students, show that 65 percent of students
consider the abundance of job opportunities in other cities and states to be the main factor in
leaving Southwest Michigan after graduation. While talent migration from Southwest Michigan

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affects many organizations and corporations, there is a lack of effort invested in talent retention for
Southwest Michigan. Currently companies, communities, and educational institutions in Southwest
Michigan fail to promote the many job opportunities and culture found throughout the region.
Southwest Michigan Rooted leverages primary research in the form of student surveys,
database research, and informational interviews with business leaders in Southwest Michigan.
Such research provides factual, deeply research based campaign planning, strategy, and
implementation. Initial research and situation analysis leaves us with an educated and informed
campaign plan aimed to keep young professionals in Southwest Michigan and promote the
importance of internships and professional networking to students. It will maximize the positive
aspects of starting and building a career in Southwest Michigan and neutralize the components
working against the region. Campaign goals and objectives are developed with thorough research
of the factors that help establish and nurture the relationship between young talent, companies, and
communities in Southwest Michigan.
Linkages and Key Publics
Linkages
Southwest Michigan First is a privately funded economic development catalyst that encompasses
seven counties Southwest Michigan. Its mission is to bolster job creation and work with businesses
and communities across Southwest Michigan to develop the region economically. With over
15,000 companies, 350,000 jobs, and four private colleges and universities in the region,
Southwest Michigan First has vast linkages in many sectors.
Southwest Michigan is an economically burgeoning region in the Midwest. It hosts the
headquarters of 20 Fortune 1000 companies such as Stryker, Eaton, Kellogg, Pfizer, Whirlpool,
and the Target Corporation. The seven county area attracts investment from global companies.
Almost 40 German based companies stationed its business in a Southwest Michigan location. In

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addition, Asian, European, and Canadian corporations have made heavy investments into
Southwest Michigan.
Linkages to every major sectors of industry, education, and community provide Southwest
Michigan First a multilayered approach to economic development. Van Buren, Kalamazoo,
Calhoun, Berrien, Cass, St. Joseph, and Branch are the counties that fall under Southwest Michigan
First’s regional umbrella. It collaborates with Southwest Michigan’s counties and cities in the
region to stay current about economic trends in each area and drive job creation.
The ability to maintain connections with each county and city government that fall in the
seven region umbrella is crucial to gage the state of Southwest Michigan’s economy. Along with
cities and counties, Southwest Michigan First’s influence and linkages spread through every sector
of industry.
The Council of 100 is Southwest Michigan First’s primary partners in creation of jobs and
economic development in Southwest Michigan. Members of the council help financially support
Southwest Michigan First. The council has a strong desire to create opportunities within the
region. All investments from the Council of 100 aid in growth of the community’s economic base,
in the attraction of new business to the region, as well as retention and expansion of business.
Southwest Michigan First’s linkages are deeply rooted in every aspect of the community.
It’s Council of 100 covers 21 sectors of business from financial to manufacturing and design,
health, law, energy, construction, and many more. With ties and influence to nearly every sector of
business, Southwest Michigan First’s economic sphere is all encompassing. Its partnership with
such a large number of organizations creates a network built for economic success.

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For our program, this also means a great deal of crucial relationships in retention of the
areas graduates and young professionals. With such a broad scope of partners and linkages,
prospective interns will be able to connect with a company in the area in a specific field of study.
The splash made in every move from Southwest Michigan sends ripples throughout every layer of
the economy. In terms of business and community ties, Southwest Michigan First’s reach is
spanning and comprehensive.
Key Target Public 1
College students in Michigan ages 18 to 26 who are linked to Southwest Michigan through
living, education, community engagement, and employment.
To retain college educated, young professionals in Southwest Michigan, our campaign must
consider connections and linkages to the region. A primary factor is the growth of a student’s
professional networks in the area through internship work experience and networking. This
initiative concentrates on students at the college level ages 18 to 26 in Southwest Michigan.
Internships are opportunities to transfer what students have learned in the classroom to positively
impact businesses and grow professionalism and field specific knowledge. Such opportunities are
designed to prepare students for a future position in a field. Southwest Michigan hosts companies
in many sectors of industry, its most prominent being manufacturing, health sciences, medical
devices, agriculture/food processing, business services, and logistics. Economic growth begins
with the next generation of those who will make an impact on Southwest Michigan for years to
come, college students. To retain talent and be top 100 in the U.S. in college graduate residents, the
areas current and upcoming college students must be provided with beneficial internships from its
businesses to create connections in the field and instill authentic ownership of community.
Southwest Michigan is home to four private colleges and universities. The region has about
55,143 college students. The educational experience provides the crucial block of knowledge

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needed to confidently head into the work place post-graduation. Southwest Michigan’s strong
connection to education offers individuals in the seven county area a distinct opportunity to
become college educated. Although education provides students with a base of information, it is
imperative that students take advantage of internships to gain professional work experience to
prepare for a position in a specific field.
The key public are students ages 18 to 26 who attend higher education institutions in
Southwest Michigan. To accomplish our goal to retain educated college graduates and young
professionals in Southwest Michigan, we need to target those students who are a part of the areas
private colleges and universities. Western Michigan University has the largest enrollment for
colleges in the region, it enrolls 23,914 students. Kalamazoo College, Albion College, and
Andrews University are the three secondary private colleges and universities in the seven county
region. Although the majority of students who obtain internships in Southwest Michigan are from
these four, it is important to include students who attend other colleges and universities in
Michigan. If a student is from Southwest Michigan but attend colleges around the state, they
represent an existing linkage to the area and already may have others such as friends or families.
These students are more likely to seek internships in the region.
In 2013, the U.S. census showed that Michigan experienced a net migration loss of 3.5
percent of individuals ages 22 to 34 with a bachelor’s degree or higher. Young people continue to
head to more attractive areas across the United States despite the state’s constantly improving
economy. In Southwest Michigan, employment growth is forecasted at 1.5 percent for 2015. The
state of Michigan’s economy is on the rise and our goal is to convey that information to college
students to entice them to stay in Southwest Michigan.
Demographically, students ages 18 to 26 are those most likely to be in college and are those
who seek internship opportunities. Students take different amounts of time to complete college and
also may not begin college following their senior year of high school. Our campaign expands the

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target age range up to 26 years old for this reason. Variables such as gender and race are not as
relevant in our situation as we aim to target college students who seek internships across the
educational spectrum. This key public will be targeted through the institutions it attends as well as
outside of it inside the 18 to 26 age range. Recent graduates fall into this age range. Although they
may not still be in college, many companies allow recent grads who seek experience in a particular
field to take advantage of internship offerings. Our survey research shows that college juniors and
seniors require a deeper concentration in our communication methods as both are more likely to
seek internship opportunities.
A factor that makes the students at Southwest Michigan’s four universities important is the
public’s geographic location in proximity to Southwest Michigan’s communities and businesses.
Students who attend the area’s universities primarily live in close proximity to the institutions
attended. Geographically, these students are more likely to seek an internship with businesses in
the area. Although some students seek summer internships opportunities in areas away from home,
the majority stay near the region in which they live and study. Additionally, businesses in the area
stay in connection with the area’s institutions to help guide talented students through the colleges’
career centers, job posting networks, and sponsored programs. This idea places college students in
the Southwest Michigan at a distinct advantage to obtain an internship with businesses in the area.
Each university has vast connections to local business. The relationships provide opportunities for
prospective interns to use the school they attend as the main form of internship attainment. Our
primary research shows that 75.32 percent of students find information on internships through their
academic institution.
The next factor that classifies this group as the key public is its inherent connections and
engagement to Southwest Michigan. Students work and play as well as study in the area. For
example, at Western Michigan University, just 13.02 percent of its students are classified as non-
resident. It tells us that the majority of students are from Michigan and may have underlying

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connections to Southwest Michigan. Being a student in the area provides connections to people and
places that may be crucial in the process of finding an internship and concurrently with the
decision to stay in the area after graduation. Such connections are the ones which will entice
students and young professionals to stay in Southwest Michigan post-graduation and further.
Students who attend the area’s four universities are a largely engaged group representative of the
region’s future economic success.
As a person spends more time in an area, their network grows. Those who attend college in
Southwest Michigan have connections to fellow students, organizations, and opportunities. If
students already have a number of linkages in the community they may have a better understanding
of its businesses and people who make up different communities. This basic connection to the area
engages students in the community they live, work, play, and innovate. A key component in
targeting the area’s college students is understanding the ways in which they connect to the
community they live in. The fact they attend a college in the area is a connection. It is important to
segment the ways that college students are deepening their roots in Southwest Michigan. Once we
have an encompassing view of the possible linkages to people, places, and businesses in Southwest
Michigan that college students have, it will be easier to achieve retention.
The psychographics of college students in Southwest Michigan play a large factor in the
public’s importance in relation to our goals and objectives. To communicate to this public, it is
important we take values and lifestyle into account. According to a study on millennials conducted
by the U.S. Chamber of Commerce Foundation, millennials demand work-life balance. The study
shows that three out of four millennials claim that work-life balance drives their career choices.
Our campaign conveys the abundance of job opportunities in the area and also promotes Southwest
Michigan’s distinctive young and diverse culture. We can entice college students to stay in the
area after graduation by displaying its arts, culture and entertainment opportunities that parallel its
job opportunities. Southwest Michigan’s reputation for arts, culture, food, entertainment, and

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natural attractions second to none in the Michigan. No area in the Midwest including Chicago, has
mix or urban and rural setting’s filled with culture and natural beauty that Southwest Michigan
holds.
In a statement about the way college graduates chose where they want to live, former New
York City Mayor, Michael Bloomberg said:
“The most creative individuals want to live in places that protect personal freedoms, prize
diversity and offer an abundance of cultural opportunities. … Recent college graduates are
flocking to Brooklyn not merely because of employment opportunities, but because it is where some
of the most exciting things in the world are happening – in music, art, design, food, shops,
technology and green industry. Economists may not say it this way but the truth of the matter is:
being cool counts. When people can find inspiration in a community that also offers great parks,
safe streets and extensive mass transit, they vote with their feet.”
The same applies for Southwest Michigan. College students value a place that offers an
abundance of opportunities aside from education. Cities such as Kalamazoo and South Haven offer
unique arts, culture, and entertainment, and nature opportunities for our priority public to take
advantage of. Not only do college students enjoy these offerings, but they engage in the
community and further deepen their roots in Southwest Michigan and eventually decide to stay
when after graduation.
To communicate our message to students ages 18 to 26 who attend higher education
institutions in Southwest Michigan, Southwest Michigan Rooted takes all of these factors into
account. To effectively communicate with these college students, we need to understand what they
value and care about through research. Rooted’s message to this student public is developed to
promote the importance of internships and professional networking in Southwest Michigan where
they attend college, work, and play.

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Southwest Michigan Rooted will use different channels and tactics to effectively
communicate our message to students. Southwest Michigan Rooted will use the channels and
methods most heavily used and viewed by students to effectively engage and convey the message.
The larger audience of college students who receive our messages the better. In addition this public
will be reached through multiple points of contact to support one another in different forms.
Southwest Michigan Rooted uses numerous channels to engage students such as social media,
digital engagement, and advertising solutions.
A key focus is to get in touch with the career centers, directors, and advisors at each school
and in different departments. These leaders have connections with the students at institutions and
are involved in student success. If we can use those individual’s as trusted mediums to convey our
platform to students then our platform will be highly successful. Rooted will work to convince
these leaders of the benefits of our program and how students may use it to get internships and
advance their careers.
Millennials are 18 to 34 right now and are a demographic that represent a majority of this
public. The group is more socially connected than ever and students are using the internet and job
posting sites to find internships in a field. Brands have an opportunity to engage and communicate
with publics and stakeholders with constantly increasing media consumption habits. Students use
multiple platforms to network, search of news and information, and buy. Students are a very
socially engaged group of millennials.
According to Badgeville, 63 percent of millennials stay updated on brands through social
networks. The Wall Street Journal claims that on average millennials spend 18 hours a day
interacting with media. Southwest Michigan Rooted uses social and digital channels to
communicate the importance of internships, job opportunities, and advantages Southwest Michigan
offers, it will be effectively received by the majority of our audience. Southwest Michigan Rooted
employs numerous social media accounts with strategically placed posts. Social advertising will be

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used to reach a larger audience and can be tailored to location, demographics, and psychographic
factors. With millennials social media use at continually increasing levels, engagement through
these mediums will be the most effective.
This key target public is the most important in relation to our goal to retain educated
graduates and young professionals in Southwest Michigan. Students who attend college currently
are the future of Southwest Michigan’s economic growth.
Key Target Public 2
Businesses and organizations located in Southwest Michigan.
Businesses and organizations of the Southwest Michigan region play a crucial role in talent
retention in Southwest Michgian. This immediate targets of our research include those companies
in the region with relationships with Southwest Michigan First: Southwest Michigan First’s
Council of 100 and Member Directory, which are divided into several different fields.
These fields include: Accounting/Benefit Services, Architecture/Engineering, Auto,
Business Services/Product, Community Organizations, Construction/Construction Management,
Contract Research Organizations, Energy, Financial, Food and Beverage, Foundations, Health
Care/Hospital, Information Technology, Insurance/Business Liability/Workman's Comp, Law,
Manufacturing and Design, Media/Advertising/Creative Design, Real Estate/ Home Construction,
Retail, Talent Management, and Transportation. Southwest Michigan First also has connections to
four big industries: Design-Based Manufacturing, Health Sciences, Medical Sciences,
Agriculture/Food Processing, Business Services, and Logistics
Design-Based Manufacturing has strong ties to higher education institutions located in
Southwest Michigan. With programs such as Western Michigan University’s School of College of
Engineering and Applied Sciences and Center for Advanced Vehicle Design and Simulation, gives
students the opportunity to create future products in the industry. Another benefit is that more than
375,000 college and university students are within a two hour driving radius of each of these

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companies. The industry is big on academy training for mechatronics, welders, automotive
technicians, wind turbine technicians and other available fields. There is an available workforce of
64,000 currently employed across all sectors of Southwest Michigan which includes
pharmaceuticals, automotive, medical device, plastics, tool and die, along with furniture and food
processing.
Health Sciences and the Medical Devices industry establishes a collaborative network that
supports advanced biological, and organic and pharmacological research. Health Sciences has been
involved in manufacturing expertise of specific medical devices, along with a structure of clinical
and contract research organizations. The Southwest Michigan region has over 200 regional health
companies, along with three dozen successful life science start-ups since 2003. Western Michigan
University School of Medicine will connect future graduates to the industry, contributing to the
80,000 employed in Health Sciences. More than 375,000 college and university students are within
a 2-hour driving radius of these organizations. There have been over 3,500 jobs created in the
health science field since 2008. According to Southwest Michigan First, Kalamazoo County has
one of the nation's most educated demographics: 1.87% of the population hold doctoral degrees
(1.20% is national average); 8.46% hold a masters' degree (7.28% is national average); and 21.42%
hold a bachelor's degree (17.70% is national average).
In the Agriculture/Food processing industry, Southwest Michigan produces almost one-third of
Michigan’s total agricultural sales. There are over 19,000 employed in the food processing industry
with $423 million in labor income, and over 60 of those food processors serve the nation. The
major brands include ConAgra Foods, Kellogg Company, Minute Maid, Monsanto, Post Foods,
Abbott Laboratories and Welch’s. West Michigan is ranked number 4 in the nation for wine
production, while Southwest Michigan microbreweries, Bell’s Brewery and Arcadia Brewing
Company, are ranked as one of the best in the nation.

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Business Services includes human resources outsourcing, account and data management
services, and customer care operations. The Southwest Michigan region targets companies that are
the result of an excellent talent pool, high quality of life, low cost of living and extensive support
services. 56,000 college students live locally, with more than 375,000 within the 2-hour driving
radius. The industry provides a strong business support network, with great workforce training, and
low cost of living.
Logistics are very important considering that Southwest Michigan is one of the nation’s
leading locations for logistics centers and warehouse distribution sites. Southwest Michigan offers
one the lowest cost origins. According to Southwest Michigan First, this includes freight
transportation by over forty truckload and less-than-truckload carriers, including American
Freightways, AFB and ICX; which includes transportation by air, rail and other parcel carriers.
There is immediate access to Interstate 94, US-131 and M-89, and Interstate 80-90 is a short-drive
south, this means that 37% of the U.S. population can be reached in one day by truck and more
than 78% can be reached within two days by roadway. According to Southwest Michigan First,
more than 100 million people live within overnight delivery capability and more than 105 million
people live within a 500-mile radius and 221 million people live within 1,000 miles radius of the
region’s center.
Southwest Michigan Rooted will promote the importance of internships in connection with
talent retention to companies in Southwest Michigan. Using existing connections with the Council
of 100 and Member Directory, along with outside organizations, Southwest Michigan Rooted will
advocate the expansion of internship programs. It will also communicate to companies without
existing internship programs the benefits and reasons for creation of one. Special attention will be
given to specific communication channels: email, press releases, newsletters and other resources to
distribute information. By establishing a strong communication with companies in Southwest
Michigan about data collaboration and expanded internship programs the Southwest Michigan

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region, we can create more opportunities for the area’s 55,143 college students and drive talent
retention.
Key Target Public 3
Higher education institution located in Michigan.
As mentioned in the problem statement, one of the biggest battles that Southwest Michigan First
faces is a lack of economic growth due to the struggle to retain college graduates and educated
young professionals which affects the seven counties of the Southwest Michigan region. It includes
all incoming sophomores, juniors, seniors, and graduate students. Southwest Michigan Rooted
targets potential Michigan universities that students from the Southwest Michigan region are most
likely to attend. These universities include: Western Michigan University, Kalamazoo College,
Michigan State University, and University of Michigan. Southwest Michigan Rooted will target
and inform students who attend the University of Michigan and Michigan State University through
social media, earned media, and paid advertising solutions. The New York Times journalist Ted
Fishman says, “Overall, more than 90 percent of Kalamazoo’s graduates today go on to higher
education. 6 in 10 go to Western Michigan University or Kalamazoo Valley Community College.”
Western Michigan University
Western Michigan University has a spring 2015 semester enrollment of 22,093 students.
The university offers 245 degree programs encompassing arts and sciences, business, aviation,
education, engineering, fine arts, and health and human services. According to research done by
American business magazine Forbes, Western Michigan University is 75 percent white, 11 percent
African-American, 4 percent Hispanic/Latino, and 2 percent Asian/Native Hawaiian/Pacific
Islander. The student body is also roughly made up of 50 percent male and 50 percent female. It
considers itself a dynamic, globally engaged establishment that uses the resources of a national
research university with emphasis on a smaller college feel. Specific instructional programs have

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been put in place at Western Michigan University so students are prepared to establish themselves
with future employers.
The university uses media to create a connection with the current student body. The
Western Michigan University webpage allows students and others to collect information about the
school itself ranging from academics, admissions, athletics, to student life on campus. A four part
issued university magazine is released each year and covers topics from fall, winter, spring, and
summer of those years. The Western Herald is the student-run newspaper operating at Western
Michigan University and is the oldest student organization on campus and focuses on student life,
interests and the Kalamazoo community. The Western Herald is a targeted media outlet of
Southwest Michigan Rooted and allows companies to advertise online and in its paper.
WMU can also be found on social media. YouTube, LinkedIn, Facebook, Twitter, and
Instagram serve as a valuable tool in updating students on campus activity and career based
opportunities. With resources such as BroncoJOBS available to students, it makes it easy for
students to find and apply for full-time, part-time and on-campus jobs and internships.It’s webpage
offers an internship catalog where students can find their majors to see examples of organizations
where former students have completed internships. Western’s staff of academic advisors in each
particular major can also help students look for an internship opportunity.
Kalamazoo College
Southwest Michigan’s most prominent private liberal arts is one of the oldest higher
education institutions in the country, which is known for its core curriculum known as the “K-
Plan”. The “K-Plan” focuses on four key components: studying the liberal arts and sciences,
participating in an internship or externship, active in global engagement along with completing a
pre-graduation senior project. Kalamazoo College has an enrollment of 1,458 students. According
to Forbes, Kalamazoo College is 64 percent white, 4 percent African American, 9 percent
Hispanic/Latino, and 5 percent Asian/Native Hawaiian/Pacific Islander. Kalamazoo College’s

26. 25
student body is also roughly 58 percent female and 42 percent male. Popular majors at Kalamazoo
College include: Biological and Biomedical Sciences; Physical Sciences; Social Sciences; English
Language and Literature/Letters; and Psychology. There are more than 25 undergraduate liberal art
fields that undergrads can select from.
With an informational webpage, Kalamazoo College provides a great foundation to
communicate information with students. Kalamazoo College’s Office of College Communications
communicates key messages about Kalamazoo College and its students, faculty, staff, and alumni.
An effective Media Kit is posted on their webpage along with the contact information Media
Relations Director Jeff Palmer. Kalamazoo College welcomes all questions from all those whom
are writing or reporting on higher education. Facebook and multiple Twitter accounts divided by
department, LinkedIn, and a YouTube account have also been used by the college for promotional
and informational accounts about Kalamazoo College and its student body. The Index is the
official newspaper of Kalamazoo College, which is managed by the student body.
Kalamazoo College has a Career and Professional Development (CCPD) page on their
website. The college gives the students the opportunity to coordinate internships and externships
all over the world in many different fields, building the skills and relationships with professionals
and former K College alumni who act as mentors. These summer programs are known as The Field
Experience Program and Discovery Externship Program. The Field Experience Program includes
paid internship opportunities with alumni supervisors, Kalamazoo area community partners, and
nationally recognized social justice organizations. Non-paid student-secured summer internships
for first-year, sophomore, and junior students are also available. The Discovery Externship
Program gives first-year and sophomore students to work with Kalamazoo College alumni for job
shadows and homestays for 1-4 weeks in the summer. Any information correlated to potential
alumni assistance with an internship is shown in the K-Connect page. K-Connect is the CCPD
database where K College students are encouraged to create profiles to establish relationship-based

27. 26
career development opportunities—internships, externships, campus jobs during the school year,
along with entry-level post-graduate jobs.
Michigan State University
Michigan State University is based in East Lansing Michigan, with an undergraduate
population of 37,354 students. Michigan State University was ranked as one of the Best Colleges
and National Universities in 2015, at the number 85. It is Michigan State University’s goal to
continue in the advancement of knowledge with transforming lives through innovative teaching,
research, and community outreach. The university has a highly ranked College of Education
program and with the well based Eli Broad Graduate School of Management. Students can select
from more than 150 programs in their field of study and have the opportunity to work with
Michigan State faculty on the latest research projects. According to Forbes, Michigan State
University is 71 percent white, 7 percent African American, percent 4 Hispanic/Latino, and 4
percent Asian/Native Hawaiian/Pacific Islander. Michigan State University’s student body is
roughly 50 percent female and 50 percent male.
Michigan State University has established a strong social media presence. Facebook,
Twitter, Pinterest, Instagram, LinkedIn, Google+, YouTube, Flickr, and Slideshare, are used by the
university. It has divided the use of these social media tools into separate accounts. It ranges from
general, university-wide, based on major colleges, schools, programs, departments, institutes and
centers, offices, libraries, student services, student groups and organizations, courses, athletics,
campus-life, alumni, and other. Other sources of media include MSU’s webpage and student run
newspaper/website The State News, which has served as an independent voice for the university.
Michigan State University’s Career Service Network webpage gives undergraduates the
opportunity to explore student jobs, internships, full time jobs, interviews, career events, and more.
My Spartan Career account provides a key resource to students in professional development and

28. 27
job search. The resources and tools section in the Career Services Network provides example
resumes, cover letters, thank you letters, communication essentials, and career guides. This
provides a quality services for students seeking positions in their future careers.
University of Michigan
University of Michigan in Ann Arbor has a total undergraduate enrollment of 28,283. The
University of Michigan’s goal is to serve the people of Michigan and the world through stature in
creating, communicating, preserving and applying knowledge, art, and academic values, and in
developing future leaders and citizens who will challenge the ideas of today and improve the
future. According to Forbes, University of Michigan is 65 percent white, 4 percent African
American, 4 percent Hispanic/Latino, and 12 percent Asian/Native Hawaiian/Pacific Islander.
Michigan State University’s student body is roughly 49 percent female and 50 percent male. The
most popular majors at University of Michigan include: Experimental Psychology; Economics,
Business Administration and Management, Political Science and Government, and English
Language and Literature.
Facebook, Twitter, Pinterest, Snapchat, Tumblr, Google+, LinkedIn, YouTube, and
Instagram are applied to the different schools based on major of choice. Other resources include
the university’s webpage, student run newspaper The Michigan Daily, also is used for campus
media. Successful University of Michigan accounts update its Facebook page once to twice each
day, Twitter 5-10 times. Programs must meet the university content requirements. Through
strategic implementation the University of Michigan has been able to establish a successful social
media platform for its students, faculty, fans, and alumni to engage with.
Many undergraduate students regularly use University of Michigan’s Career Center's online
job posting/interview scheduling system, Career Center Connector (or c3). Career Center
Connector contains job/internship postings, and possible campus interviewing opportunities from

29. 28
employers specifically targeting students. Only University of Michigan, Ann Arbor students are
able to access this system. University of Michigan gives several options for undergraduates who
are pursuing academic credit while having an internship or while shadowing professional services.
All these resources available through the higher education institutions have the potential to
create a significant effect on the media, student, and company publics. By applying an
understanding of the programs along with community relations models Southwest Michigan First
can achieve its goals with an effective marketing based strategy, data-based decision-making, and
communication theory to create the framework for an influential internship program to stimulate
economic growth.
Key Target Public 4
Print, broadcast, and internet media outlets located in Michigan.
As our fourth key target public, media will play a key role in the distribution of our message to our
first three publics: students, companies, and educational institutions. Media is an encompassing
entity that grows constantly. In public relations, media outlets are key to communicating specific
messages with publics and target audiences. Media can be targeted through different channels and
by using different types of tactics. Emails, press releases, phone calls, and face to face pitches.
We will engage and communicate with media through our “We say, they say, you say” approach to
media relations. Our media targets will be segmented into three different categories: Paid media,
earned media, and owned media. Media will tell the primary three target publics the message of
Southwest Michigan Rooted and bring exposure to the campaign. It will target print, broadcast, and
internet media with this segmented approach in mind.
First, paid media is the form of communication to target general consumers and strategically reach
our publics. Southwest Michigan Rooted aims to promote the importance on internships and talent
retention to companies and students in Southwest Michigan. The digital and social engagement

30. 29
aspect is unique and has not been utilized previously. Paid media is incorporated in the budget with
print, broadcast, transportation, and digital advertising. The versatile graphics will be used across a
number of mediums and in our paid advertising efforts (see appendix f).
Owned media is the content that Southwest Michigan Rooted has complete control over. It will
play a huge part in engaging our publics. Social media accounts such as Facebook, Twitter,
Instagram, LinkedIn, and Pinterest will primarily target our key student public. We will also
distribute email blasts to communicate the platform launch and content. The Southwest Michigan
Rooted website is another form of owned media. It is free to use and highly beneficial for
information on the campaign, events, and internship listing. Social media is the biggest
representation of the campaign’s digital efforts. Social advertising is one of the most cost effective
ways for brands to engage audiences and expand reach. On Facebook, paid and boosted posts will
be tailored to location, demographics, psychographics, and many other variables to target our key
student public. Additionally, at the campaign launch and during its implementation when a student,
company, or educational institute, mentions key words on social media such as internships,
Southwest Michigan Rooted, social analytics software such as Social Mention and Buffer to track
our mentions and actively sway the conversation.
Southwest Michigan First has existing relationships with third party media outlets in the region.
Southwest Michigan Rooted and its mission will be talked about by bloggers, journalists, and
editors. Our goal? To spark conversation with third party media outlets through the use of press
releases, emails, phone calls, and face to face pitches. Our content and information will be
distributed to media outlets to grow awareness of Southwest Michigan Rooted.
Demographics play a huge role in our media engagement plan. Plainly, students use the internet.
According to the Pew Research Center, 74 percent of internet users use social networking sites.
Internet users ages 18-29 use social networking sites at 89 percent. Such data allows us to
concentrate our communication efforts to our student publics through social and internet media.

31. 30
The campaign targets print, broadcast, and internet media outlets strategically to communicate our
message to different demographics, and psychographics based on our research. The concentration
of our efforts will be on social media. It is the least costly and most effective way to engage
students our key target public. We will also target local Southwest Michigan media outlets to help
reach our targeted audiences.

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Campaign Research

33. 32
Research
In order to make progress towards resolving the problem facing the seven counties of Southwest
Michigan extensive research needs to be conducted. Strategic insight into the key publics of
Southwest Michigan will allow for an effective strategy to help retain college students and
educated young professionals in Southwest Michigan long term. Research will include, but is not
limited to: surveys of key publics, cold calling businesses, informational interviews with Southwest
Michigan business leaders, and collection of demographics and psychographics from the seven
counties of Southwest Michigan.
The main objective of the research plan is to analyze the situation facing Southwest
Michigan in terms of retaining educated young professionals and to identify the precise factors that
are contributing to this problem. The research provides a comprehensive view of both analytics and
attitudes of the key publics.
Research Plan – Methodology
Surveys
Surveys were an integral part of the conducted research analysis. In order to gain insight of
the student key public, surveys were created to measure the feelings and attitudes of the situation
analysis in Southwest Michigan. The surveys were created using a survey platform, Qualtrics, and
distributed online. The surveys collected and compiled data from the student key public for each
item on the survey.
In order to create analytical data the use of Qualtrics aided in creating powerful insight for
research that can be analyzed by the key public. Qualtrics allows for a comprehensive overview of
market research, key public insight and academic insight. This was a key tool in understanding
student attitudes.

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Student Survey
Parallel to Southwest Michigan First’s goal of creating economic stimulation through jobs,
Southwest Michigan Rooted will promote the talent retention and the importance of internships
and professional networking. The first step in working with this key public was to gage insight of
attitudes of this key public towards Southwest Michigan, internships, and careers in the area. This
public will be targeted and communicated to through diverse channels: e-mail, social media and
word of mouth to distribute the surveys. It will be important to get a diverse sample of students by
targeting a variety of groups within each educational institute of Southwest Michigan.
Demographic and Psychographic Analysis
Understanding Southwest Michigan is an important step of the research process. Without a
full analysis of the economic history, the companies that exist in the region, the cost of living for
each county, population and percentages of age groups it would be difficult to full comprehend and
offer a consultative solution for Southwest Michigan First. Quantitative data was gathered through
the use of U.S. Census database, Southwest Michigan First’s Site Selector tool, as well as college
admissions records and public records.
Interviews
To match the quantitative data, interviews were a strategic method to capture qualitative
data and insight from the business key public. It was valuable to schedule interviews with diverse
business leaders. Personal networks, contacts from Southwest Michigan First, the Council of 100,
human resource departments and career services at higher education institutes were utilized to
make connections and target individuals to interview with.

35. 34
Company Interview
We conducted phone interviews with community leaders, human resource personnel and
internship directors of companies in Southwest Michigan to gain insight into existing internship
programs, companies who have internship programs currently in the past or hope to have programs
in the future. In order to gain multiple perspectives it will be important to target companies that
have had successful internship programs and been able to retain interns as full-time employees
post-graduation, companies that have faced challenges with internship programs and retaining
talent, and companies that hope to develop successful internship program in the future. This will
allow for identifying best practices and strengths to incorporate to the internship platform as well
as ways to avoid common challenges. Company surveys will be on an individual basis rather than a
group interview and will draw qualitative data as well as analytics on past experiences with
internships and overall retention and turnover rates within the company.

36. 35
Campaign Design and
Implementation

37. 36
Campaign Design and Implementation: Southwest Michigan Rooted
Campaign Theme
Southwest Michigan Rooted
Campaign Goal: Increase the amount of internships in Southwest Michigan from 41 to 2,000 in
order to increase retention of young professionals and recent graduates in Southwest Michigan to
eliminate the negative economic effects of “brain drain.”
Key Public One
College students in Michigan ages 18 to 26 who are linked to Southwest Michigan through living,
education, community engagement, and employment.
Campaign Objectives
A. Informational Objective: By July 1, 2016, 8 percent of students, ages 18-26 who attend
higher education institutions in Southwest Michigan, will have a thorough understanding
and comprehension of the Southwest Michigan Rooted campaign.
B. Attitudinal Objective: By July 1, 2016, 5 percent of students, ages 18-26 who attend
higher education institutions in Southwest Michigan who had negative orientation about
living and working in the Southwest region of Michigan will display positive outlook on
the Southwest Michigan area.
C. Behavioral Objective: By the end of the programs first year, four percent of students, ages
18-26 who attend higher education institutions in Southwest Michigan, will have received
or completed internships in Southwest Michigan with the assistance of the Southwest
Michigan Rooted website.

38. 37
Key Messages:
 Southwest Michigan provides an abundance of job opportunities in numerous industries,
with over 15,786 companies from Fortune 500 to small locally owned business.
 Southwest Michigan offers a diverse variety of arts, culture, entertainment, and natural
attractions.
 84 percent of students and recent graduates say that internship experience and professional
networking proved valuable in obtaining a full time position post-graduation.
 82 percent of students and recent graduates claim that job opportunities are the main factor
in the decision of whether to plant their roots in Southwest Michigan.
 Southwest Michigan Rooted offers valuable networking opportunities which 77 percent of
students and recent graduates seek.
Strategy One: The Southwest Michigan Rooted campaign will engage with students ages 18 to 26
through various channels and mediums. By leveraging increased online usage, key messages will
be conveyed to millennials through social media and digital engagement.
Tactic One: Social Media (see appendix F)
 Southwest Michigan Rooted employs six different forms of social media: Facebook,
Twitter, LinkedIn, Pinterest, Instagram, and blogs.
 Content will be created by members of the Southwest Michigan First staff. Each social
media handle will provide campaign content with key messages such as the promotional
video, promotional graphics, internship postings, event invitations, and relevant articles.
 As campaign content is posted, liked, retweeted, shared, and pinned, exposure for key
messages will be spread throughout the digital environment. As more individuals see
promotional material the more impressions our campaign will gain. The goal of social and
digital engagement is to shape and direct the conversation about the importance of

39. 38
internships as well as retention of young talent in Southwest Michigan. Messages will
spread to the target public quickly, and cost effectively.
 Our campaign will use boosted posts, paid tweets, and other forms of advertising on
Facebook and Twitter. Boosted posts on Facebook will help content reach a wider
audience. During the campaign Facebook posts will be boosted with $25 budget per week.
Over one year boosted content will reach from 7,000 to 20,000 people through location
based target advertising. Facebook allows paid campaigns to target individuals based on
age, location, education and interests. Our paid posts will target the student target public.
Tactic Two: Website (see appendix A)
 The Southwest Michigan Rooted website is intended to inform key publics on the overall
campaign and supporting mission and values of Southwest Michigan rooted. The “About”
page will include the fundamental mission of Southwest Michigan Rooted, Southwest
Michigan First and the values within these organizations.
 The Southwest Michigan Rooted website will act as a direct resource for students and
recent grads to gain information on and seek internship opportunities. The site’s primary
audience will be students and recent graduates looking for internship opportunities in the
region. The site will offer a listing of internships from Southwest Michigan First’s Council
of 100 and member directory. The posting board will allow students to check for
internships from local employers in their field. The site will also provide information on
volunteering opportunities in the area to represent the campaign’s community engagement
aspect.
 The website provides an option to enter information such as email, field of study, and
name. This accumulation of student information will allow the system to send out email
blasts with new postings, content, and event information.
 The about page will offer information on the importance of internships and professional
networking and the goal of Southwest Michigan Rooted.

40. 39
Tactic Three: Email Marketing Newsletter (see appendix D)
 The Southwest Michigan Rooted website provides a “Get Rooted” section where the
websites users and visitors may enter information such as email, field of study, age, and
college attended.
 By gathering the information listed above, our campaign will allow members of the
Southwest Michigan First team to keep prospective interns and students updated on
campaign content, and primarily internship postings.
 The email marketing newsletter will be created with MailChimp.
Tactic Four: Promotional Video (see appendix B)
 One of the key components to social and digital engagement will be in the form of a
promotional video. It will be pushed through all of the Southwest Michigan Rooted social
handles as well as embedded in the email marketing newsletter. Additionally, the video will
play on the main page of the Southwest Michigan Rooted website.
 The video will be produced in collaboration with Apollo Media Group using industry
standard video and photography equipment. The video will highlight the evolution of a
student to a working professional. It will also showcase the diversity, arts, culture, and
natural attractions of Southwest Michigan.
Strategy Two: The Southwest Michigan Rooted campaign will use print, location based, and
transportation advertising. The ads will be targeted to the student public and will be placed
strategically on campuses and in areas where students live, travel, study, and gather.
 Tactic One: Print Advertising (see appendix G)
 The Southwest Michigan Rooted campaign will utilize strategically placed print
advertisements in: Western Herald, Michigan Daily, State News, Ferris Torch,
Kalamazoo Gazette, Grand Rapids Press, Lansing State Journal.

41. 40
 There will be a series of three print advertisements showing the evolution of a
student to a professional in a workplace.
 Tactic Two: Location Based Advertising (see appendix G & F)
 The design for the print advertisements will be versatile and act as a flier for
members of the Southwest Michigan Rooted student organization to pass out on
college campuses.
 Fliers will be posted in student living areas such as dormitories, libraries, and
gathering locations (ie. Bernhard Center).
 With the most foot traffic from students in the areas listed above, students will view
the flier with information to connect them to our social media handles. It will also
provide the link to the Southwest Michigan Rooted website at
www.southwestmichiganrooted.com
 College flier locations will include: Western Michigan University, Kalamazoo
College, Ferris State, Grand Valley University, Michigan State University, and
University of Michigan.
 Tactic Three: Transportation Advertising (see appendix H)
 The Kalamazoo Metro Transit system represents a great opportunity to
advertise to students. By placing our versatile set of ads inside and outside
the buses students and citizens will see the ads as the bus passes by and
while they ride the bus.
 Many students ride the bus to class from different living areas and also take
the bus downtown. Capturing this unique advertising opportunity will bring
recognition to the Southwest Michigan Rooted campaign and visually
transmit our message.

42. 41
Strategy Three: The Southwest Michigan Rooted campaign will reach the student key public
through student organizations at each school, a series of events, networking opportunities and
professional development workshops. Adding an event aspect to the Southwest Michigan Rooted
campaign will allow for interactive marketing and networking between students and businesses.
 Tactic One: Southwest Michigan Rooted Student Organization
 Southwest Michigan Rooted with initiate student organizations as extensions of the
campaign to fully engage universities and students.
 The student organizations will be able to market to students and expand the success
of the events through presence at school festivals, career fairs, and other campus
events.
 The Southwest Michigan Rooted student organizations can implement programming
directed toward students such as workshops and networking events.
 Southwest Michigan Rooted student organizations can help to implement social
media marketing, event planning, and expanding the network of students at their
prospective colleges or universities.
 Tactic Two: Events (see appendix C: student back)
 For the first year of the Southwest Michigan Rooted campaign there will be
quarterly events planned in the months of March, June, September and December.
Quarterly events allow Southwest Michigan Rooted to ensure that seasonal interns
will be exposed to at least one event in their term as an intern.
 The quarterly events will provide a combination of networking, professional
development, entertainment and social benefits for students, interns and
professionals in Southwest Michigan.

43. 42
 Events will be held at local establishments throughout Southwest Michigan. The
events will rotate throughout the cities in Southwest Michigan in order to appeal
and target business and students in all seven counties of Southwest Michigan.
 September: Kalamazoo, MI
 December: Battle Creek, MI
 March: Kalamazoo, MI
 June: South Haven, MI
 Each quarterly event will cost $20 to attend. However, Southwest Michigan Rooted
will promote a special package for $50 when individuals register for all four events
of the year.
 Tactic Three: Networking Events
 Networking events will occur monthly and will be targeted toward students, young
professionals, and business leaders in the Southwest Michigan community.
 Networking events will be planned more frequently than the quarterly Southwest
Michigan events, however these networking events will be smaller in scale.
 Hosted at different community establishments, restaurants, and public venues, the
monthly networks will not be associated with any fees for attendees.
 Based on informational interviews it has been concluded that networking events
with a sense of purpose or direction are more successful than those without any
programming. Monthly networking events will be paired with professional
development topics and tips for attendees to stimulate conversation and growth in
the young professionals of Southwest Michigan.
 These networking events will fall on the first Tuesday of each month beginning at
5:30 p.m. so that professionals can attend at the close of business and students can
also attend after classes and extracurriculars.

44. 43
 Tactic Four: Professional Development Workshops
 Professional development workshops will be targeted toward students and be
marketed through the student organizations at each college and university.
 Professional development workshops will work to help prepare students obtain
internships and enter the workforce.
 Professional development workshops will include topics such as:
 Interviewing
 Resumes
 Cover Letters
 Networking
 Professional Dress
 Business Writing
 E-mail Etiquette
 Expert Panels
 Personal Brand
 Social Media Reputation
 Habits of Successful Business Leaders
 Job and Internship Search Tips
 Since the professional development workshops for students will be organized by the
Southwest Michigan Rooted student organization, room rental in university student
unions will be free of cost and free to attendees.
 Southwest Michigan Rooted will work with the Council of 100 and the connections
in the community to find facilitators for each workshop.

45. 44
Key Public Two
Businesses and organizations who provide internship opportunities for college educated students
ages 18-26 in Southwest Michigan.
Campaign Objectives
A. Informational Objective: By December 1, 2015, 25 percent of companies in Southwest
Michigan will be fully aware of the Southwest Michigan Rooted campaign.
B. Attitudinal Objective: By August 1, 2015, 40 percent of companies in the Southwest
Michigan region will have a positive attitude about the Southwest Michigan Rooted
campaign.
C. Behavioral Objective: By September 1, 2015, 20 percent of companies in the Southwest
Michigan region will post internship opportunities in the Southwest Michigan Rooted
website.
Key Messages:
 Southwest Michigan is home to four private colleges and higher education institutions with
over 55,000 students in the area.
 Southwest Michigan Rooted campaign will increase the demand for internships and
professional networking in Southwest Michigan.
 Southwest Michigan Rooted is a valuable tool for businesses and organizations to network
with young professional and students and to advance or develop internship programs.
 Southwest Michigan Rooted is an influential component working to create positive
attitudes of Southwest Michigan and retain talent and recent graduates.
 Southwest Michigan Rooted offers companies and business leaders the opportunity to
communicate and provide information to rising talent in Southwest Michigan.

46. 45
 82 percent of students report that job opportunities will be a determining aspect to stay in
Southwest Michigan.
 Southwest Michigan Rooted provides engaging events for professionals and businesses to
network with students as well as continue to develop as professionals and best practice
policies.
 Southwest Michigan Rooted serves as a platform for businesses to post internships and
positions that are marketed towards students and young professionals.
Strategy One: Using existing relationships, Southwest Michigan First will convey information on
the Southwest Michigan Rooted campaign. It will communicate the benefits of the campaign and
inform the region's business and companies on its efforts to promote young talent retention.
Tactic One: Newsletter (see appendix J)
 A newsletter will be emailed by members of Southwest Michigan First to existing contacts
in the Council of 100 and member directory.
 It will explain the purpose of the campaign and the process of how companies may get
involved with the program and begin to have internship opportunities posted on the
Southwest Michigan Rooted website and social media handles.
 The newsletter will serve as a formal introduction to the campaign and leverage existing
relationships and contacts.
Tactic Two: Informational Brochure (see appendix I)
 Southwest Michigan Rooted will develop an informational brochure targeted toward
companies that will highlight the research gathered in the campaign planning process.
 The informational brochure will provide persuasive statistics proving the value of
Southwest Michigan Rooted and the potential impact the campaign will have on talent
retention and the elimination of “brain drain.”

47. 46
 The informational brochure will inform businesses on the services provided by Southwest
Michigan Rooted and help inform businesses on how they can get connected with young
talent.
 The informational brochure will touch on challenges facing Southwest Michigan and its
companies and the steps Southwest Michigan Rooted is taking to solve these issues.
 The informational brochure will be designed to match the overall brand of Southwest
Michigan First and Southwest Michigan Rooted. In addition the information will be
presented in easy to understand manner that is aesthetically pleasing.
Strategy Two: More than ever, companies are engaged digitally and socially. Just as students use
the internet to obtain information and connect, companies and business leaders do the same. Social
and digital solutions to promote our campaign to business will create buzz around the campaign
with business leaders. Conversation with other business professionals will spark interest in the
campaign and its cause. The readily available social and digital content will allow companies and
business leaders to learn more and get involved.
Tactic One: Southwest Michigan Rooted Website (see appendix A)
 The Southwest Michigan Rooted website will be utilized as a tool for businesses. The
internships and job page will allow companies to send their job openings to Southwest
Michigan Rooted. The content manager will then post the opportunities for prospective
candidates.
 The Southwest Michigan Rooted will also serve as a tool for companies to stay informed on
Southwest Michigan Rooted events, networking nights and professional development
workshops.

48. 47
 The Southwest Michigan Rooted website will also include information on the overall
campaign for new business development opportunities.
 The Southwest Michigan Rooted website will include a news and media page where
business can see media coverage on the campaigns and submit their own news to be
featured on the website.
Tactic Two: Social Media (see appendix F)
 After receiving initial information from the introductory newsletter and informational
brochure, business leaders will be directed to the campaign website and in addition, they
will be able to find content and information on its social media sites.
 Companies and business leaders will like, share, and comment on content and posts. The
spread of this information socially will entice other companies and business leaders to seek
information on the campaign and find out how to take part in it and begin to post
internships on the site.

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Key Public Three
Higher education institutions in Michigan
Campaign Objectives
A. Informational Objective: By September 1, 2015, 20 percent of higher education
institutions in Michigan will collaborate with students to inform them about Southwest
Michigan Rooted.
B. Attitudinal Objective: By September 1, 2015, 5 percent of higher education institutions in
Michigan who previously had career networks will experience an increase in positive
attitudes regarding Southwest Michigan Rooted.
C. Behavioral Objective: - By January 1, 2018, 85 percent of higher education institutions in
Michigan will fully facilitate the Southwest Michigan Rooted student organization into
their career centers and employment services.
Key Messages
 The link between business, students, and higher education institutions is strengthened with
the promotion of talent retention and the importance of internships and professional
networking.
 Students at each university will benefit from institutions increased role in the reinforcement
of the areas talent retention.
 By connecting learned classroom knowledge to real world internship experience,
universities will graduate students that are more prepared for post graduate positions.
 Young talent retention will increase employment of university graduates in Southwest
Michigan.

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Strategy One: The involvement of higher education institutions in Southwest Michigan is crucial
to complete the flow of information with students and companies to fully understand the Southwest
Michigan Rooted campaign. The campaign aims to involve universities by implementing student
organizations that represent Southwest Michigan Rooted.
Tactic One: Southwest Michigan Rooted Student Organization
 Southwest Michigan Rooted will start and implement student organizations at the colleges
and universities in Southwest Michigan.
 The student organizations will serve as a link between Southwest Michigan Rooted and the
higher educational institution
 The student organization will reach students and career advisors at the universities to
specify the mission of the Southwest Michigan Rooted campaign.
 The student organizations will be able to host events at their specific education institute to
inform and help shape positive attitudes of colleges, universities and students about
Southwest Michigan Rooted.
Tactic Two: Informational Brochure (see appendix I)
 Southwest Michigan Rooted will provide the informational brochures to career services at
higher education institutes. Like the businesses this information will provide evidence of
the value that Southwest Michigan Rooted can provide for students, businesses and the
overall Southwest Michigan community.
 Information will be presented with quantitative data and be collected from the Qualtrics
survey.
 Information will also include qualitative information from the informational interviews
with variety Southwest Michigan business leaders.

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 Other information that will be included in the brochure will help career services at higher
educational institutes see the link between the prospective institute and Southwest
Michigan rooted and highlight the mutual benefits.
Key Public Four
Media in Southwest Michigan
Campaign Objectives
A. Informational Objective: - By December 1, 2015, 75 percent of targeted media
will comprehend the benefits of students, higher education, and companies will gain
from Southwest Michigan Rooted.
B. Attitudinal Objective: - By July 1, 2017, 90 percent of students will have a
favorable outlook on Southwest Michigan Rooted based on influence of several
media outlets.
C. Behavioral Objective: - By December 1, 2015, 80 percent of students will actively
be using social media pages that are a part of the Southwest Michigan Rooted
program.
Key Messages
 The Southwest Michigan Rooted campaign aims to promote young talent and post graduate
retention in Southwest Michigan through the support of increased internship opportunities
and professional networking.
 Southwest Michigan Rooted will engage students through digital and social solutions.
 Companies and business leaders in Southwest Michigan will participate in networking
events and adding internship opportunities on the Southwest Michigan Rooted website.
Strategy One: Using media kits, press releases, and social media, Southwest Michigan Rooted
will secure third party media placement with broadcast, print, and online news outlets. Media

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placement in outlets throughout Michigan will allow our messages to reach a larger audience.
Additionally, media will act as a diffuser public to disseminate information to our first two key
publics.
Tactic One: Press Releases (see appendix E)
 Southwest Michigan Rooted will develop and release a series of press releases to the media
in order to inform the media of critical information regarding the Southwest Michigan
Rooted campaign.
 Press releases will be targeted toward specific media outlets in Michigan to ensure updates
and progress of the campaign are being received by the public.
 Southwest Michigan will develop and use a thorough media list in order to send press
releases to a broad range of media outlets and platforms.
 Southwest Michigan will develop targeted and customizable media pitches to ensure
effective strategy for press releases and media relations.

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Schedule and Budget

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Southwest Michigan Rooted
Advertising
Social Media Advertising
Facebook Boost Post($100*8 Weeks) $800.00
Boost Page(5-21 likes per day) $136.00
$936.00
Transportation Advertising
Kalamazoo Metro Interior Signs(2 Months/60 signs) $400.00
$400.00
Promotional Advertising
Fliers Hands Shaking Flier(300) $147.00
Frontal Suite Flier(300) $147.00
Female Flier(300) $147.00
Student Event Flier(300) $147.00
$588.00
Brochures Business Brochure (500) $245.00
$245.00
Newspaper
Western Herald( 2 semesters
online) $700.00
Western Herald (Print Ads for July
& Sept.) $576.00
The State News(1 Ad) $425.00
The Michigan Daily(Banner Ad) $500.00 $2,201.00
Press Releases SWMF Sponsor RSO $0.00
Launch $0.00
Retain Young Professionals $0.00
Spurs Internship Growth $0.00
$0.00
Total Advertising $4,370.00
Events
Employer Event Fetzer Center(50 people) ######
$1,000.00
Meet and Greet Student
Event Room 0
Food Package 8(5*$30) $150.00
Food Package 9 (5*$40) $200.00
Food Package 4 (3*$35) $105.00
$455.00
Total Events $1,455.00
Total Budget $5,825.00
Remaining Budget $675.00

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Facebook
Boost Post- $50 a post, two posts a week. 8,000-22,000 impressions per post.
Boost Page- Boost post for 28 days. 5-21 likes per day
Newspapers
Western Herald- Online banner advertising, two semesters: 30,000 page views
The State News- One ad for one month: 49,000 impressions
The Michigan Daily- One ad for one week. 45k impressions

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Evaluation

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Campaign Evaluation
It is important that the Southwest Michigan Rooted campaign evaluation be handled as
strategically as the actual campaign itself. Southwest Michigan First should be able to monitor and
measure the success of the campaign activities not only from companies, but interns as well. The
evaluation phase of a campaign will act as an important stage in assessing what did and did not
work and analyzing if the objectives of the campaign were met. The findings will be useful in
guiding future campaigns. The development of relevant and realistic objectives during the planning
stages of the campaign is vital to post campaign evaluation. Each of the objectives will have
established pre-campaign benchmarks and specific targets compared to those benchmarks.
Southwest Michigan Rooted’s evaluation is relevant and it will gauge the campaign’s
effectiveness. The evaluation costs are included as part of the total budget for the campaign.
Wherever possible, internal data sources should also be taken into consideration. Examples of data
sources may include:
 Communication such as phone calls, emails, advertising, intern and company enquiries etc.
 Website statistics including page views and search engine rankings. Online research is a
cost effective method of gathering campaign evaluation information.
 Qualitative and Quantitative data from stakeholders involved.
o Interns
o Companies
 Monitoring of social media comments or discussions about the campaign.
Data sources such as the qualitative versus quantitative data should be broken between the
interns and the companies who have established an internship program. Qualitative will break
down the level of emotions that companies and interns have towards the work related field. Intern’s
collection of data will be measured in more qualitative data more than quantitative data. It is

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encouraged that all companies involved in internship programs should use exit interviews as
methods of evaluation.
Southwest Michigan First should send companies/interns email blasts to check in monthly
on how the internship process is going during the internship months. This includes questions
relating to significant lessons learned in internship, specific projects or assignments given,
internship recommendation, and full time position considerations should be taken into account. The
survey will also contain questions about the Southwest Michigan Rooted program and how
effective of a role it played in the internship process.
Companies will ask interns questions about personal life to outside of work in regards to
the Southwest Michigan area. These results should provide Southwest Michigan First a
measurement in terms of level of success the campaign has provided. Southwest Michigan First
should also be sending out monthly evaluations to companies about current internship
performance. This includes questions about current intern’s research skills, written communication,
analytical skills, personal organization, dependability, and adaptability to company life.
This will ensure that companies are getting quality interns with the Southwest Michigan
Rooted program, and these will also measure the level of satisfaction in the internship program.
Southwest Michigan First at the end the year will conduct a survey to students involved in the
Southwest Michigan Rooted program, to see how effective the campaign was at communicating
with students. Quantitative data will ultimately be gathered at the end of the year. This data should
supply the information on the amount of interns each company hired, as well as the internships to
offered full time position ratio. This along with graduates who stay in the Southwest Michigan area
should also be tracked.
Vanity metrics (e.g., Twitter followers, website traffic) are easy to track throughout the
months of the campaign process. Tracking social growth, will allows Southwest Michigan First to
look at trending and anecdotal information on where they are getting the most shares and social

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conversation. It is important to track conversions to email and topics of interest as well. This helps
adjust the content of marketing plan accordingly so that they are meeting student’s interests and
expectations. These efforts will help the Southwest Michigan Rooted campaign. Using SPSS
software with the initial Qualtrics survey with students at the beginning of campaign process, along
with follow-up surveys at the end of their internships, and gathered at the end of the year. Based on
the information gathered in terms of the rise or fall of internships, will be able to show a
correlation between the attitudes of recent graduates towards the Southwest Michigan Rooted
program and talent retention within the area.
July 1st, 2015
 Campaign released.
July 7th –September 30th, 2015
 Evaluate social media presence.
o Facebook shares
o Hashtags
o Followers
o Likes
o Posts
July 14th- September 15th, 2015
 Review the number of companies posting to the Southwest Michigan Rooted website.
 Review the number of applications that graduates are submitting to the website.
July 21st – September 15th, 2015
 Review number of participants in registered student organization.
 Review communication methods with Universities.
September 15th, 2015
 Review number of internships at each company.

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Conclusion

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Conclusion
Southwest Michigan Rooted is a comprehensive digital and social public relations and integrated
communications campaign. The campaign leverages extensive research from surveys, database
searches, and informational interviews. With valuable data and insight at our disposal, our group
was able to develop the content, look, and feel that would engage students, business, educational
institutions, and media around Michigan. The objective? To promote the importance of internships
and professional networking to students and the expansion or creation of internship programs to
businesses in Southwest Michigan.
To raise internships from 41 to 2,000, Southwest Michigan Rooted employs numerous
communication methods and advertising to reach businesses in Southwest Michigan and convey
the benefits for a company that an expanded internship program provides. By realizing this
importance businesses in the area will seek to connect with students and network with prospective
interns. Our communications also entice small businesses in the region to create an internships
program if one is not already developed. Southwest Michigan Rooted offers the internship
workshop event which provides business leaders with information on how to recruit interns from
the area’s colleges and develop a more effective internship program.
Southwest Michigan Rooted aims to increase the demand for internships by showing
students the connection between their studies, internships, and eventually landing a full time
position. Students know that internships are necessary to get full time positions after graduation but
if we can promote the abundance of career opportunities in Southwest Michigan, they will deepen
their roots in the area and have a higher chance of remaining in the area with these connections.
Our campaign’s communication seeks to promote the great aspects of Southwest Michigan. As our
research uncovered, three of four millennials say that work-life balance is a driving force in career
decisions. Rooted makes the connection between job opportunities and the arts, culture,
entertainment, and diversity that Southwest Michigan offers. Digital and social usage is at an all-

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time high for students and Rooted provides encompassing opportunity to engage millennials and
our target public through online channels.
While Southwest Michigan Rooted achieves and goes beyond proposed objectives, it truly
aims to spark the conversation about internships and talent retention with students and businesses
in Southwest Michigan. Rooted’s content is purely engaging. At the core of any successful public
relations campaign is changing perceptions of segmented groups. Southwest Michigan is full of
opportunity for recent grads on both the work and play sides of a career and lifestyle. The
campaign will change the way we think of the talent retention process.

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Appendix A: Website

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Southwest Michigan Rooted Website
The Southwest Michigan Rooted website will act as a direct resource for students and recent grads
to obtain information on and seek internship opportunities. The site’s primary audience will be
students and recent graduates in search of internship opportunities in Southwest Michigan. It will
provide a listing of internships from Southwest Michigan First’s Council of 100 and member
directory. The posting board will allow students to check for internships from local employers in
specific fields and provide information on volunteering and networking events as well.
The website provides an option to enter information such as email, field of study, name and
age. The accumulation of student information will allow the system to send out email blasts to
students with new postings, content, and event information. The about page will offer information
on the importance of internships, professional networking and the goal of Southwest Michigan
Rooted.

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Appendix B:
Promotional Video

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Promotional Video
Southwest Michigan Rooted’s promotional video, in collaboration with Apollo Media
Group showcases the appealing features of Southwest Michigan. Additionally, the video will
encompass the evolution from a student to a professional in Southwest Michigan. The video will
inspire and nurture a feeling of excitement in Southwest Michigan for viewers. It will convey job
opportunities, arts and culture, as well as the entertainment aspects which make Southwest
Michigan and exciting place to live. The purpose of the video is to inspire, and ignite motivation of
young talent to remain in Southwest Michigan. The promotional video will be used as digital
content on the Southwest Michigan Rooted website as well as the campaign’s other social media
outlets including; Twitter, Facebook, Instagram, Pinterest, and LinkedIn.
Overall, the video is intended to evoke emotion and inspire students to seek internships in
Southwest Michgian and plant their roots after graduation. It was developed to highlight the
evolution of a student learning and working to looking for a job and eventually getting one in
Southwest Michigan. It also shows some of the prominent companies and opportunities in the
region while also showing the area’s culturally diverse side.
(Story Board Below)

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Promotional Video Storyboard
1. 2.
3. 4.
5. 6.
7. 8.

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Appendix C:
Promotional Fliers

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Promotional Fliers
Promotional fliers are essential to Southwest Michigan Rooted’s non-digital engagement. The
promotional fliers feature the versatile graphic used in the campaign’s print ads, social content, and
transportation based advertising. The graphic conveys the campaign message of retention of young
talent. The transition from robes to business attire emotes the idea of post-graduation career
success. The graphic contains the Southwest Michigan Rooted logo and a link to the campaign’s
website is provided. Its Facebook logo will be placed on the advertisement, following a link to the
campaign’s Facebook page, as well as the Twitter and Instagram URL. Southwest Promotional
Fliers will be handed out by Southwest Michigan Rooted student organizations around campuses,
along with being displayed in classrooms. The back of the flier will provide information on the
campaign, how to connect, and have a schedule of the event series.
Student Front:

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Student Back:
Student Events
Road to Success
Perfect your cover letter and resume. Find out how to stand out in the application process, from the
professionals.
July 15, 2015
Bernhard Center, WMU Room 158
7 p.m.
Dress to Impress
Ever wonder what to wear to an interview, meeting, or professional event? Here, is where you’ll find out.
July 22, 2015
Bernhard Center, WMU Room 158
7 p.m.
Interview Practice
Want to nail your next interview? Interview practice and tips from the experts at your disposal.
July 29, 2015
Bernhard Center, WMU Room 158
7 p.m.
Meet and Greet
Get to know business leaders from around Southwest Michigan. Professional networking with Kalamazoo’s
difference makers.
(RSVP Required)
August 5, 2015
Bernhard Center, WMU Room 158

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7 p.m.
Business Flier

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Appendix D: Email
Marketing Campaign

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Email Marketing Campaign
The email marketing newsletter will be created with MailChimp. Students will be able to use the
Southwest Michigan Rooted website to input information such as email, field of study, age, and
college. This information will allow the Southwest Michigan First team to keep prospective interns
and students updated with campaign content, and current internship postings.

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Appendix E: Press
Releases

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FOR IMMEDIATE RELEASE
June 1, 2015
Contact:
Tim Terrentine
Executive Vice President
Southwest Michigan First
241 East Michigan Avenue
Kalamazoo, MI 49007
269.553.9588
tterrentine@southwestmichiganf
irst.com
Southwest Michigan First “Southwest Michigan Rooted”
campaign sponsors student organization.
KALAMAZOO, MI – Western Michigan University’s new registered student organization
provides students from the Southwest Michigan area for future job opportunities
located within the region. The goal of the registered student organization is for students
to establish connections with professionals organizations, along with taking advantage
of events that are provided as tools for success. Students involved in the organization
will have access to opportunities such as professional development workshops.
“Giving students access to these events will show them that there are opportunities in
Southwest Michigan,” said Ron Kitchens, chief executive officer of Southwest Michigan
First. “Investing in students is the only way we can change the attitude of jobs in the
region. The greater the levels of involvement from organizations, the higher our chances
are with keeping young people here.”
These professional development workshops will give students opportunity to practice
interviewing techniques, writing resumes and cover letters, social media reputation,
habits of successful business leaders, along with other professional networking advice.
Southwest Michigan Rooted will work with member of the Council of 100 and the
connections in the community to find facilitators for each workshop. These networking
events will occur monthly and will be targeted toward students, young professionals,
and business leaders in the Southwest Michigan community.

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For more information go to www.southwestmichiganrooted.com.
###
About Southwest Michigan First
Founded in 1999 on the principle that the most powerful force for change is a
job, Southwest Michigan First is an organization of privately funded economic
development advisors who act as the catalyst for economic growth in
Southwest Michigan. For more information about Southwest Michigan First,
please visit us at www.southwestmichiganfirst.com, or call 269.553.9588.

80. 79
FOR IMMEDIATE
RELEASE
August 1, 2015
Contact:
Tim Terrentine
Executive Vice President
Southwest Michigan First
241 East Michigan Avenue
Kalamazoo, MI 49007
269.553.9588
tterrentine@southwestmichiganf
irst.com
Southwest Michigan First aims to retain young professionals
and graduates in Southwest Michigan
KALAMAZOO, MI – The Southwest Michigan Rooted campaign will engage with students
ages 18 to 26 through various channels and mediums. By increased online usage, the
key messages will be conveyed to millennials through social media and digital
engagement. The Southwest Michigan Rooted campaign goal is to increase the amount
of internships in Southwest Michigan from 41 to 2,000 to create retention of young
professionals and recent graduates in Southwest Michigan.
With many of the millennial generation making the transition from college to the career
field, the Southwest Michigan Rooted campaign plans to keep younger people within the
area in hopes for future economic stimulation. With the addition of younger individuals
in the workforce, it provides an opportunity for new creative and innovative ideas to add
to organizations. Millennials are known as being fast learners and open to change, so
the more skills they provide, the more flexible they are to move into new roles within
the company. The campaign promotes the different opportunities for young individuals
around the Southwest Michigan area.
“The balance of an active work life as well as an active personal life is important in order
to keep young people within the area,” said vice president Katie Perry. “Giving students
different options to become more active in the community, increases the chances of the
talent pool staying in Southwest Michigan.”

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Younger generations are more geared towards extracurricular activities that are
available within the area. The Southwest Michigan Rooted campaign will give millennials
access to opportunities for them to become active members of the Southwest Michigan
community. For more information go to www.southwestmichiganrooted.com.
###
About Southwest Michigan First
Founded in 1999 on the principle that the most powerful force for change is a
job, Southwest Michigan First is an organization of privately funded economic
development advisors who act as the catalyst for economic growth in
Southwest Michigan. For more information about Southwest Michigan First,
please visit us at www.southwestmichiganfirst.com, or call 269.553.9588.