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Detroiter Magazine: Synopsis - Detroit Regional Chamber

2016 ACE: Award of Excellence

The Detroit Regional Chamber used its 2015 Detroiter magazine uniquely in two new ways to raise the profile of its work and strengthen existing partnerships while also reinforcing key talent messages for the region and increasing its exposure. Overall, the Chamber continues to use the magazine to promote the region, its work and amplify its messaging from events or on key areas of focus in the business community.


Date: February 5, 2017
Organization: Detroit Regional Chamber
Chamber Website: http://www.detroitchamber.com
City: Detroit, MI
Community Peer Group: Metro Cities
Revenue Category: $2,000,001 and up

Detroiter Magazine: Synopsis - Detroit Regional Chamber

Synopsis:

The Detroit Regional Chamber used its 2015 Detroiter magazine uniquely in two new ways to raise the profile of its work and strengthen existing partnerships while also reinforcing key talent messages for the region and increasing its exposure. Overall, the Chamber continues to use the magazine to promote the region, its work and amplify its messaging from events or on key areas of focus in the business community.

As background, it’s important to note that the magazine has a distribution of about 13,000 and is circulated as part of Chamber memberships based on the membership level. Part of that effort includes it being distributed through Chamber events and via public distribution outlets such as libraries, universities and other key partners.

With the September edition the Chamber used the magazine to re-enforce a key priority from its annual Mackinac Policy Conference in May. The issue featured Mike Rowe of “Dirty Jobs” fame on the cover and continued the conversation from the event to promote careers in skilled trades as part of a broader effort to help close the skills gap. By featuring Rowe, who spoke at the 2015 Mackinac Policy Conference, the Chamber was able to get more mileage out of content from the Conference and his speaking role. The Chamber also gained increased exposure from the issue after Rowe shared the cover with a link to the main article via his social media networks, driving more than 125,000 visitors to the Chamber website. All told, the cover was seen by approximately 500,000 viewers while netting more than 1,000 views in 14 different metro areas, including some outside of Michigan, such as Chicago, Houston, Seattle and Los Angeles. In addition, the magazine was shared with public economic development partners and distributed at events that promoted skilled trades career such as the "Careers in Manufacturing & Technology" expo at Macomb Community College's Sports & Expo Center. The model of featuring a keynote speaker from an event was so successful, it was replicated for the March 2016 issue.

The Chamber used the December edition to showcase the region’s talent for design to the 800,000 plus attendees of the North American International Auto Show, including more than 5,000 journalists from around the world. In addition to its traditional circulation, the Detroiter is annually distributed at NAIAS. The December 2015 issue focused on Detroit as a center of design in automotive and beyond, and showcased the city and region as a great place to design anything from a belt to an automobile. Fittingly, the Chamber collaborated with the College for Creative Studies on the issue, with two CCS students illustrating the cover which featured automotive designs and vehicles with ties to the talented designers in the region. The issue marked a new method of collaboration that both strengthened the Chamber’s partnerships in the design community, but also showcased a gem in the region that is critical to attracting or retaining young talent and students.

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