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NEWS RELEASE
RADIO CAMPAIGN LAUNCHED
September 7, 2001
Benton Harbor, MI—Tuesday, September 4, 2001—Another element in the family of marketing materials showcasing Michigan’s Great Southwest will be soon hitting the airwaves. The Michigan’s Great Southwest Radio Campaign, brainchild of The Radio Stations of Southwest Michigan in collaboration with Cornerstone Alliance and voice talent John Glavin of JMG Radio Production Services, and underwritten by some of the most prominent business names in Berrien County, will be introduced to the public-at-large on September 4, 2001. The spots will be aired on all seven local radio stations: WSJM-AM (1400), WIRX-FM (107.1), WYTZ-FM (97.5), WCNF-FM (94.9), WYTC-FM (103.7), WCSY-FM (98.3), and WGMY-AM (940).
The four corporate underwriters of the campaign are First Resource Federal Credit Union, IPC Communication Services, St. Joseph Improvement Association, and Whirlpool Corporation. Representatives of these companies plan to sit on quarterly planning/creative sessions to review current spots and brainstorm ideas for future ads, with the goal of adding four to six new spots per quarter. The focus of the campaign overall is to highlight the region’s amenities—such as close proximity to higher education and natural amenities such as orchards and vineyards—and also to encourage communities to work together, and come to believe in the regional approach of Michigan’s Great Southwest.
Although the underwriters will be recognized in rotation at the end of each 30-second spot—and given further exposure in other marketing venues related to the brand strategy of Michigan’s Great Southwest—the consensus is that their involvement has more to do with community support than corporate benefit. “We are not in this for personal gain,” stated Dave Dykwell of First Resource Federal Credit Union. “Rather, we hope to convey the message that this community is caring, high-tech and high-touch, and family- and faith-friendly. Our community has strong values and a good work ethic.” Anna Rodriguez-Webber of IPC Communication Services added, “We are here to share in and support the stability and longevity of both our company and the community.”
Geographically speaking, the sponsors of this campaign hope that all of Berrien County will adopt Michigan’s Great Southwest as a regional identifier. To that end, themes of the ads will touch upon communities from all corners of the county. Other themes offered up by the underwriters for future spots include the international impact of local companies, quality customer service stories, The Western Amateur Golf Tournament and other regional recreational amenities, famous and influential people from our region, and a continual focus on the outmigration of the area’s young people.
The Radio Stations of Southwest Michigan plan to feature audio clips of the spots on its website: TheRadioStations.com, along with hotlinks out to the websites of the corporate sponsors.
For more information about the radio campaign, or the branding strategy of Michigan’s Great Southwest, please call Jamie Nilson at Cornerstone Alliance, 925-6100, ext. 207.
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For more information
Cornerstone Alliance
P.O. Box 428, Benton Harbor, MI 49022
tel: (269) 925-6100
webmaster@michigansgreatsw.com
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