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Building a movement to activate a proud community.

Raising visibility and possibility in Monroe County through a grassroots movement.

The Situation:

The Monroe County Business Development Corporation engaged us to create a countywide, community-owned brand. Our goal was to raise awareness of each community and the county at-large and attract visitors, new residents, and businesses. To build a grassroots effort to raise visibility and possibility in Monroe County, Michigan.

Tactics and Strategies:

  • Assessment and Competitive Audit
  • Stakeholder Interviews
  • Community Surveys and Focus Groups
  • Persona Development
  • Positioning/Storytelling
  • Brand Visualization and Organization
  • Community Engagement and Testing
  • Brand Activation Strategy and Planning
  • Microsite Development
  • Brand Activation Support/Implementation

The Result:

Through our process rooted in community voices, we developed a brand that raises awareness for one of the most beautiful, innovative, and gracious areas in the state.

Monroe County, set in the bottom right corner of Michigan, is a cornerstone: the basis and foundation of the Michigan spirit. The Michigan Cornerstone’s initiative embraces a spirit of independence, highlights the county’s connection to nature, and connects residents with hidden gems and events in the community.

Phire Group Team
Co-Authored Blog

Phire Group is a team that works to inspire organizations to find their unique spark. This post is a collection of their voices.