Why a Community Brand?

VISION STATEMENT

NO LONGER A SECRET

Through STEM stories of innovation we will attract STEM talent and business to strengthen our economy.

The region has built a reputation for rugged shorelines and never-ending forests. But now is the time to start telling the world about our smart engineers, scientists, leaders, researchers and teachers who live here because it’s one of America’s greatest places to innovate.

POSITIONING STATEMENT

WHO WE ARE: Michigan’s Innovation Shore.

WHAT WE DO: Innovate, create and live life with grit & determination.

WHY IT MATTERS: Our people and companies are changing the world with math, science and engineering.

People who live here are happier.

POSITIONING STATEMENT

ECONOMIC LOGIC - Why are doing this?

Attract talent to the area.
Expand the region’s brand to include innovation.
Potentially retain business and attract companies to the area.
Elevate how we talk about and perceive ourselves.

ARENA - Where is the brand active?

STEM business and research with a focus on automotive, aerospace, defense and medical device.
Michigan, Wisconsin, Minnesota, Illinois.
STEM professionals who enjoy and love the outdoors.
State and federal government with a focus on research, med device, med mobility, aerospace, defense.
People and companies that have an affinity for the UP

STAGING - What is our speed?

Slow growth – long term

VEHICLES- How will we get there?

Strategic publicity and intentional promotion supported by the community.
Universities and local STEM companies collaborating on initiatives/ projects.
Promotion of STEM in k-12
Partnerships with groups that are contributing to the economic development of the region, like InvestUP, KEDA, MEDC, etc..
Share LOTS of stories outside the region.

DIFFERENTIATORS - How will we win business and talent?

Promoting an authentic image and targeting the STEM talent and companies.
Local companies talking about community culture and lifestyle as a part of their brand story.
Promote our entrepreneurial, business support resources and oversized pipeline.

VISION STATEMENT

PERSONALITY

Welcoming
Inspiring
Determined
Tough
Authentic
Positive

TONE

Confident
Direct
Informative

PURPOSE

Inform
Sell
Surprise

LANGUAGE

To the point
Approachable
Impact

Community Toolkit Messaging

Innovation Shore is not a place for everyone. Living here requires grit and determination and a sense of adventure.

We believe that...

WORK HERE

WE’RE THE SMARTEST & HARDEST WORKING COMMUNITY IN THE MID-WEST.
Our public schools are ranked top in the state because children here grow up in a community driven by learning.

COLLABORATION DRIVES INNOVATION.
Our community is progressive for one reason - we work together! We don’t “wear hats” and respect all ideas.

It’s never a matter of “if” we can do it - it’s a matter of “how” we’re going to work together to figure that out.

CHANGING THE WORLD WITH STEM INNOVATION.
Don’t let our small towns and low cost of living fool you. Some of the most progressive innovators, companies, educators and researchers are changing the world right here in the Upper Peninsula.

PEOPLE LEARN WITH HANDS-ON EXPERIENCE.
We move beyond classrooms and books to teach and share a basic principal of hands-on learning. From kindergarten to post-grads, our students apply what they learn through real-world applications and the sharing of ideas.

WE CAN EXPLORE THE LIMITS OF POSSIBILITY
Whether we’re researching how to propel satellites into orbit more quickly, how to diagnose critical diseases with a single drop of blood, or measuring the velocity of a turbine engine, we are relentless at solving problems and pushing limits.

LIVING HERE

EDUCATION IS EVERYTHING.
Our region has the highest- ranking education system in the Midwest. We are committed to education, so we invest in our children and in our schools. And our commitment doesn’t end
with high school. We have leading-edge research universities too.

YOU SHOULD PLAY AS HARD AS YOU WORK.
With more than 1,000 miles of untouched shoreline and trails that span hundreds of miles, we live where most people dream of vacationing.

A kayak lunch or afternoon mountain bike is right outside any door.

220” OF SNOW IS NOT NEARLY ENOUGH.
The ruggedness, remoteness and snow are as extreme as the people who live here. We crave adventure and fresh air — they feed our innovation.

OUR COMMUNITY IS EXTENDED FAMILY. OUR NEIGHBORHOODS ARE SAFE.
Innovation Shore is one of America’s last true traditional small and safe towns. We live where neighbors help each other out with no expectations.

Community is family. Crime rates are one of the lowest in the country.

FOR STEM TALENT

Innovation Shore offers STEM professionals exciting professional opportunities and livability in a smart, safe, vacation-like setting.

We have a strong STEM network where you can collaborate with like-minded peers.

Join a safe community with welcoming neighbors and top-ranked K-12 schools.

With a cost of living, you can live more generously for less, in historical neighborhoods, remote cabins, lake-front homes or on your boat.

Whether you hike, fish, bike or ski, chances are you’re within five minutes of your preferred playground.

As government and healthcare job sectors decline, STEM businesses and education are driving regional job opportunities.

A lifestyle free of urban noise and clutter gives you the room think, innovate and be creative.

FOR STEM BUSINESS

Innovation Shore provides STEM companies with talent, research and an opportunity to grow.

STEM businesses are more in demand than ever before. From cleaner snowmobiles to satellite technology, we’re leading innovations that are already changing the world.

Four universities, all of which offer STEM degrees, act as a feeder system for some of America’s most in-demand talent. Companies often leverage student talent on projects.

Upper Peninsula companies have direct access to Michigan Tech — one of the nation’s leading research universities — and its professors, labs, students and programs.

MTEC SmartZone is a business incubator with a strong track record of creating STEM jobs. They have support, consulting and access to funding.

Michigan Tech and our business community is leveraging over $150 million to grow their capacity to design, develop and deliver human-centered innovations. This investment will spur new jobs, spin off companies and develop talent.