Client
Year
Deliverables
Event Planning & Management
Social Media Support
Creative Development
Media Relations
Situation
The New Economy Initiative (NEI), a philanthropic collaboration and special project of the Community Foundation for Southeast Michigan working to build a regional network of support for entrepreneurs and small businesses, set out to strengthen Southeast Michigan’s small business ecosystem by launching MI Small Business Helper. The MI Small Business Helper is a free, centralized platform designed to help entrepreneurs start, grow and scale their businesses. While the platform addressed a critical gap – fragmented access to resources – its success depended on awareness, trust and adoption across a diverse entrepreneurial audience.
As NEI’s integrated communications partner, Franco was tasked with ensuring the platform’s launch cut through the noise. The challenge was multifaceted: introduce a brand-new digital platform and drive users, simplify a complex support landscape, activate partners and ambassadors and position NEI as a neutral convener driving collaboration across the region.
Approach
Franco designed and executed a fully integrated launch strategy that combined event activation, creative storytelling, earned media and performance-driven partnerships to build early awareness, credibility and usage of the MI Small Business Helper platform. Key elements of the program included:
Strategic Messaging Foundation
- Created a master messaging framework outlining key messages, value propositions and competitive advantages of the platform
- Ensured messaging consistency across launch remarks, media interviews, marketing collateral, ambassador toolkits, email newsletters and video content
- Positioned MI Small Business Helper as a trusted, neutral, one-stop entry point to the regional business support ecosystem
Launch Event Strategy & Execution
- Planned and executed the official MI Small Business Helper Launch Event as the campaign’s anchor moment
- Researched and secured venue; coordinated catering, audiovisual, rentals and décor vendors
- Designed event layout and developed a detailed run of show to support a smooth attendee experience
- Provided speaker support, including opening remarks, panel questions and interview talking points
- Managed segmented email invitations and attendee communications
- Developed and distributed media materials to support press attendance and coverage
- Provided onsite support for setup, event execution and teardown, including event photography
- Extended event impact through post-event email nurturing, media follow-ups and ambassador amplification
Creative & Marketing Collateral Development
- Designed and produced physical and digital assets to educate entrepreneurs and drive platform traffic, including:
- Branded swag (t-shirts, notebooks, tote bags, water bottles)
- Multilingual printed materials (postcards, flyers, business cards, pull-up banners)
- Roadshow assets (tablecloths, signage, informational handouts)
- Digital graphics for email, presentations and social media
- Paired all assets with unique UTM tracking to measure performance and identify top traffic drivers
Video & Educational Content Production
- Developed long-form how-to and testimonial videos to serve as cornerstone educational tools including:
- Wrote scripts focused on clarity, trust-building and ease of use for small business owners
- Collaborated closely with NEI and partners to ensure technical accuracy
- Created short-form social cutdowns to extend reach across channels
Ambassador Program Development & Management
- Designed and produced physical and digital assets to educate entrepreneurs and drive platform traffic, including:
- Branded swag (t-shirts, notebooks, tote bags, water bottles)
- Multilingual printed materials (postcards, flyers, business cards, pull-up banners)
- Roadshow assets (tablecloths, signage, informational handouts)
- Digital graphics for email, presentations and social media
- Paired all assets with unique UTM tracking to measure performance and identify top traffic drivers
Media Relations & Thought Leadership
- Developed and executed a targeted media relations strategy aligned to launch timing
- Secured TV, radio, podcast and digital coverage across major local outlets
- Coordinated interviews and provided spokesperson preparation and talking points
- Leveraged earned media to reinforce platform credibility and drive referral traffic
- Collaborated with NEI and partner, Gilbert Family Foundation to develop and place an op-ed in Crain’s Detroit Business positioning NEI as a convener in the small business ecosystem
Results
Franco’s integrated launch strategy drove measurable awareness, engagement and early adoption for the MI Small Business Helper platform, exceeding initial benchmarks and establishing a strong baseline for long-term growth. Specific results included:
Launch Event
- Successfully executed the MI Small Business Helper Launch Event, attracting 100+ attendees including entrepreneurs, partners, ambassadors and media
Earned Media
- Secured 10+ earned media placements across broadcast, radio, podcast and digital outlets, including:
- 4 TV interviews (WDIV, WXYZ, WJBK/Fox 2)
- 1 radio/podcast interview (WJR’s Opportunity Podcast)
- 5+ digital article mentions across major local business and news publications
- Earned media coverage generated 59 sessions and 139 platform views through referral traffic alone, reinforcing credibility during peak launch moments
- High impact coverage included a bylined op-ed in Crain’s Detroit Business: “Southeast Michigan’s Need for a Smarter, More Connected Small Business Network”
Platform Awareness & Traffic
- Exceeded the initial benchmark of 200 visitors by the end of 2025.
- Traffic was driven through a mix of UTM-tracked creative assets, ambassadors, earned media and in-person activations. Results included:
- 900+ sessions
- 3,000 views
- 368 new users
- Creative assets alone drove 547 sessions with an average engagement time of 8 minutes 48 seconds, indicating strong content relevance
Ambassador Impact
- Secured participation from 8 small business ambassadors
- Ambassador-driven activity generated:
- 359 sessions
- 759 platform views
- 231 new users
- Ambassador UTMs accounted for a meaningful share of new-user acquisition, validating trusted messengers as an effective awareness and adoption channel
- Traffic spikes aligned with key moments including the launch event and roadshow participation
