Client
Year
Deliverables
Thought Leadership
Strategy and Message Development
Situation
Franco has supported the Detroit Regional Partnership (DRP), the economic development organization focused on marketing and growing the 11-county region in southeast Michigan, since 2023. At the beginning of our partnership, the DRP was still relatively new (only 3 years old) and while highly respected among economic development partners and investors, broader awareness of its role in southeast Michigan’s vast economic development ecosystem was limited. At the same time, national perceptions of Detroit often lagged behind reality. Despite strong momentum in mobility, advanced manufacturing, clean tech and site readiness, the region continued to battle outdated narratives that failed to reflect its growth, collaboration and opportunity.
Approach
Franco developed a proactive earned media and thought leadership strategy designed to elevate DRP’s visibility and position the organization as a central authority on economic development in the Detroit region. Key elements of our approach included:
- Establishing a clear messaging hierarchy that unified DRP, Verified Industrial Properties (VIP) and the Global Epicenter of Mobility (GEM) under one cohesive story
- Elevating executive leadership as credible, optimistic voices for the region
- Leveraging regional investment announcements, trade missions and major events as earned media opportunities
- Acting as an optimistic, data-driven voice for the Detroit region in local, national and trade media
To bring the strategy to life, Franco executed a mix of foundational and opportunistic media relations tactics, including:
- Positioning DRP leaders as expert sources in local, national and trade media
- Inserting DRP commentary into coverage of major investment and job announcements
- Pitching thought leadership on mobility, manufacturing, talent and site readiness
- Mining stories across DRP teams to surface timely wins and insights
- Leveraging in-region events and out-of-market trade missions for earned coverage
In addition to supporting the broader DRP mission, Franco also supports the DRP’s Verified Industrial Properties (VIP) program to highlight the Detroit region’s significant portfolio of development-ready industrial properties. Our work positions VIP leaders as experts in industrial development, promotes the VIP program to site owners, brokers and selectors and overall supports a “pro-growth” narrative throughout the region.
Results
Franco’s strategic approach delivered consistent, credible earned media coverage that reinforced DRP’s role and helped reshape the narrative around the Detroit region.
Our results in 2025 included:
Over 30 secured media placements featuring DRP commentary or quotes in a mix of regional, national and trade publications. 70% of secured coverage was “high quality coverage” that included key DRP messaging and reflected organizational priorities. Coverage included features in:
