Student-run PR Firm Promotes Michigan

A small, yet mighty band of students at Michigan State University have been working hard this year to enlighten their peers about the value of buying from Michigan-based businesses and speaking positively about the state.

Hubbell Connections, a student-run public relations firm, is comprised of members of the MSU chapter of PRSSA (Public Relations Student Society of America).  The mission of the agency is to ensure that participating students receive the real-world experience needed to succeed as professional and ethical public relations practicitioners, by providing a public relations environment in which members can deliver quality services and build positive relationships with clients and the community.

The collaboration with Buy Michigan Now began with a few email exchanges and then an August client meeting with then agency director, Courtney Curran.  Courtney interviewed me about the goals of the campaign and talked about how she believed Hubbell Connections could help.  She then sent over a contract that outlined each organization's roles and responsibilities.  Our first idea was to conduct a pledge drive on campus in the fall to invite students to sign our pledge and educate them on how they can play an active role in sparking job growth in Michigan. 

Our account representative for the October pledge drive was Christina Capoferi.  Christina put together a team for planning purposes and to volunteer on the day of the event.  The students worked together to draft a press release, create a game to increase interaction at the event, and staff the drive at 3 separate locations.  It was a resounding success with hundreds of students stopping by to learn more.  After the event, the team met to discuss what worked and what needed improvement and sent me a report of their findings and recommendations.

One of the opportunties I noticed was the possibility that more could be done using social media (e.g. Twitter, Facebook, etc.), which is an area the students would really benefit from having experience as they seek future employment.  That discussion led to a virtual pledge drive and pro-Michigan online campaign.  Courtney Curran took over the reigns for this project and we instituted March as "Michigan Madness Month" using social media.  

People were not only invited to take the pledge, but to brag about what they love most in Michigan, tout local successes, and answer fun questions about the state like, "What is your favorite view of the Mackinac Bridge?"  (My favorite answer, by the way came from a lucky gentleman who is hoping to find a new one as he takes a rare tower tour of the bridge this summer!).  The online campaign created a lot of positive Michigan stories and introduced the Twitter hashtag #buyMInow to be used whenever a great Michigan product is purchased or enjoyed.

Simulatenously, the Spartan team also planned another on-campus pledge drive, coordinated on-site by Kaitlin Freer.  This time they created their own media list, wrote, and distributed the announcement.  Those efforts resulted in WLNS Channel 6 television and the Lansing State Journal coming out to cover the event and talk with the students. 

For the spring pledge drive, Hubbell chose to concentrate all their efforts on one location and make a bigger splash.  The students organized a schedule of events including stunts by breakdancers and a fun "Glee-like" performance from MSU a capella group, Capital Green.  Donations of prizes from area businesses were also raffled off to create excitement.  

The April initiative drew nearly 500 students, faculty, and even a few Lansing area residents out to support the revitalization of Michigan and to take the pledge.  

I'd like to publicly thank the team at Hubbell Connections for their efforts throughout the year, and in particular extend best wishes to the graduating seniors.  I hope the experience you gained on these projects leads you to gainful employment here in Michigan, where we can use your energy, intelligence, and some good PR!

We look forward to continuing a strong partnership with MSU and to collaborating with other students, schools, community groups, colleges, and universities.  If you are interested in learning more about hosting a pledge drive or gaining real-world marketing and event experience, please drop us a line at info@BuyMichiganNow.com.  

Have you taken the pledge yet?