Tunheim developed the strategy, messaging, creative and content 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:
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. Greater 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 important, progress was made toward Greater MSP’s investment goal of $15 million. Video content produced by Tunheim generated nearly 100,000 YouTube views.