Marketing

 

City Living Program

MDI runs the Discover City Living Program, an internet service that links persons looking to locate within Midtown to a wide variety of housing options, including rental housing.  The primary beneficiaries of this program are the 1,000+ students (annually) who use the website to locate off-campus housing.  The program is funded by the Hudson-Webber Foundation.

 

Midtown Brand Campaign

With the collaboration of area stakeholders, MDI developed a strategic marketing and communications campaign that has created a recognizable brand for the Midtown neighborhood and has promoted its convenience and desirability.  The campaign continues to successfully connect people to Midtown museums, theatres, galleries, restaurants, and retail stores. It also advertises housing options; and promotes local cultural events through various media communication. 

Publications created as a result of the marketing initiative include the Midtown Neighborhood Guide, Welcome Kits, and Shop Midtown brochures.  The publications along with paid advertising, Midtown Detroit Inc.’s website, and broad-reaching media relations have attracted new residents, visitors, investors and developers to the area.  The migration of people and businesses to the Midtown area has resulted in an increase in the district’s revenue steam which has boosted the overall economic impact on the area.  Development and investment also increased as a result of the area’s elevated profile as a fast-growing, vibrant urban space, that is rich with many cultural and educationally amenities.

The marketing campaign was designed and produced by Midtown Detroit, Inc., with assistance from the Detroit Symphony Orchestra, the Charles Wright Museum of African American History, Wayne State University, the Detroit Institute of Arts, and the Detroit Historical Museum.  Funding for the campaign was provided by the MASCO Corporation Foundation and the Community Foundation for Southeastern Michigan. MDI will continue to be the lead in promoting the qualities of the Midtown Detroit neighborhood as a distinctive and desirable place to live, visit, and invest.

 

Midtown Cultural Events Calendar

MDI promotes Midtown cultural events in a calendar published on the MDI website. This calendar is updated on a weekly basis and promotes 60 different venues, including all the museums, galleries, and even Midtown nonprofit organizations that host arts and cultural events. Receiving well over 200,000 hits per month, the Midtown Detroit website, specifically the calendar of events, proves to be a popular tool for visitors and residents.

 

Midtown Development Package

This popular marketing package highlights all the assets and development occurring in the Midtown district. It also includes pertinent information for those individuals interested in developing, investing, or starting up a business in the Midtown neighborhood. All of these materials are also available on our website, in addition to hard copy. Member dues provide the funding.

 

Midtown Neighborhood Guide

MDI developed a new Neighborhood Guide that will help connect people to Midtown museums, theatres, galleries, restaurants, and businesses, as well as schools, churches, and nonprofit organizations. The new Neighborhood Guide edition has been expanded and updated to reflect commercial growth in Midtown, providing brief descriptions for almost every listing and a detailed map to help residents and visitors navigate through the community. In addition, the new Neighborhood Guide presents a fresh color palette and design scheme, while representing Midtown as a culturally diverse district where people can seek out an active urban lifestyle. 100,000 Guides were produced with distribution in the Metro Times to targeted suburban and Center City locations.  The Guides can be found at all major institutions within Midtown, as well as neighborhood businesses, area hotels, and other regional attractions.

 

Live Midtown Program

Launched in January, 2011, Live Midtown was designed to attract employees from three area anchor institutions, Wayne State University (WSU), Henry Ford Health System (HFHS), and the Detroit Medical Center (DMC) into becoming residents in the area where they work.  The residential incentive program was developed in collaboration with the anchor institutions with initial funding of $1.2 million from the Hudson-Webber Foundation, the Kresge Foundation, the Michigan State Housing Development Authority (MSHDA), WSU, HFHS, and DMC.  Over two hundred employees took advantage of the first wave of program incentives.  Check www.livemidtown.org for further information on the availability of each year's incentives.

 

Shop Midtown Detroit Program 

Shop Midtown Detroit is a comprehensive resource for residents, visitors, and workers in the Midtown area.  The program welcomes all to Midtown’s world-renown cultural institutions and provides guidance as to where neighborhood shops and galleries are located as well as dining and entertainment.  The Shop Midtown Detroit website includes a neighborhood map, a directory of shops and galleries, information on the local dining scene, event updates, and lots of additional information to help you enjoy your stay. Shop Midtown is sponsored by Midtown, Inc. with support from the Colin Hubbell Fund.

 

7.2 Square Mile Report

In partnership with the Hudson-Webber Foundation, Detroit Economic Growth Corporation, Downtown Detroit Partnership, D:hive, and Data Driven Detroit, Midtown Detroit Inc. helped produce the 7.2 Square Mile Report. This document provides comprehensive demographic, housing, employment, and area information and is meant to be used as a benchmark as Greater Downtown continues to flourish. The report is accessable to all free of charge on the website.