Program Launch

Project Snapshot Project Type: Program Launch Project Services: Strategic Communications Public Outreach and Involvement New Media and Online Advocacy

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Resolute Consulting was retained by The Collaborative Group, a Michigan-based non-profit, to develop a launch and communications strategy for a new nationwide initiative, Challenge Detroit, aimed at attracting tomorrow’s leaders to the city.  The goal of the program is to encourage young professionals with significant intellectual capital and talent to live, work, play, and give in the city.

Resolute developed and implemented a national communications campaign targeting graduating seniors to apply for the program.  Outreach resulted in media coverage in all Detroit area news publications in addition to national coverage on Inc.com, Huffington Post, BET.com and Examiner.com.  As a result, in its inaugural year, Challenge Detroit received more than 900 applications from individuals across the globe.

Resolute then designed a Facebook application, which allowed the community to vote on participants’ video and written entries to narrow down the top 107 applicants to 66 finalists.  During the weeklong voting period, the Challenge Detroit Facebook page saw a 2,430 percent increase in its number of fans, climbing from 800 to more than 19,000, and there were more than 17,000 votes.  In addition, more than 21,250 people shared stories about Challenge Detroit on Facebook throughout the weeklong competition, leading to more than two million impressions.

Challenge Detroit winners will begin work in September 2012.

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