Tunheim successfully developed the strategy, messaging, creative and content around the launch to introduce Greater MSP in 2011.
Founded in 2011, Greater MSP faced several immediate challenges: historically competitive interests between cities and counties, securing investment capital and redefining the region’s character. Greater MSP’s stakeholders represented a diverse mix of rural and urban, public and private, liberal and conservative, so navigating these sensitivities to maintain balanced neutrality was essential. Given five months to prepare for a public launch event — a kick-off to a three-year, $15 million investment campaign — a marketing campaign was developed to introduce Greater MSP to the market.
Tunheim established a global marketing strategy to reach target audiences with key messages — positioning Greater MSP as an expert on economic development topics, highlighting the region’s talented workforce and championing the Twin Cities’ history of innovation. Tactics deployed included: (1) the creation of a world-class website as a resource for public information and engagement; (2) identification of target audiences ranging from C-suite executives to key industry and commercial business decision makers to residents to visitors; and (3) focused media relations efforts with influential reporters to broadly share Greater MSP’s brand and messaging.
More than 700 business and government leaders attended the launch event, including several Fortune 500 CEOs and Gov. Mark Dayton, with media coverage secured in both major Twin Cities’ papers and business publications. MSP’s website, social platforms and marketing campaign were successfully launched, supporting Greater MSP’s missions and goals through its first year of operation. Following the launch, success continued with the opening of two international offices, an increase in the project pipeline and ongoing positive media coverage. Most importantly, progress was made toward Greater MSP’s investment goal of $15 million. Video content produced by Tunheim even generated nearly 100,000 YouTube views.