Michigan's Creative Coast is launching its new Northern Navigators program aimed at promoting the wonders of Northern Michigan, particularly the Traverse City area, to the general public. The program features a diverse group of over 20 professionals, known as Navigators, specializing in various topics such as arts and culture, volunteer opportunities, sports, recreation, schools, careers, and technology. The goal is to attract individuals to relocate to Northern Michigan by showcasing the abundance of opportunities and attractions available.

Objectives:

1. Develop a visually engaging Run of Site (ROS) along with social ads to promote the Northern Navigators program and its benefits.

2. Highlight the expertise and diversity of the Navigators, demonstrating their collective knowledge and passion for Northern Michigan.

3. Showcase the wide range of opportunities and attractions available in the Traverse City area through compelling content and visuals.

4. Explore ways to effectively present Navigators to maximize engagement and reach through ROS and social media advertising. Client is looking for each Navigator to have their own space.

5. Implement a flexible timeline to accommodate the workload of Navigators and ensure timely completion of the project.

Project Details:

• The design process will be informed by two workshops focusing on understanding the importance of each Navigator and strategizing on cohesive imagery for advertising campaigns.

• The adds will feature individual profiles for each Navigator, highlighting their expertise, background, and contributions to Northern Michigan.

• Content will be curated to emphasize the unique attractions and opportunities available in the Traverse City area, including but not limited to arts and culture, outdoor recreation, education, and career prospects.

• Consideration will be given to the timing of content delivery and advertising campaigns to ensure maximum impact and engagement, taking into account the workload of each Navigator.

• Collaboration with the Michigan's Creative Coast team and Navigators will be key throughout the design process to gather insights, feedback, and content.

Key Learnings:

• Timing is crucial when coordinating with a diverse group of professionals, particularly with the workload of over 20 Navigators. Planning and flexibility are essential to accommodate various schedules and ensure project success.