LANSING, Mich. (Michigan News Source) – As Michigan continues to endure a declining population, the Pleasant Peninsula is launching a new ad campaign, “You Can in Michigan” – with the hopes of growing the state population and economy. 

“Michigan is a welcoming, inclusive state with strong career opportunities for workers and resources for cutting-edge, high-tech industries that will define the future,” said Governor Whitmer. “Our new, national campaign—’You Can in Michigan’—will attract talent and grow our population and economy by sharing our story and showing the nation what we have to offer. From a great quality of life, good cost of living, and strong economic opportunities, there’s something in Michigan for everyone. We have made huge strides to make Michigan a better place to live, work, and invest, and now, we have to go on offense. Let’s go from just believing in Michigan to bragging about Michigan.”   

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The campaign comes with a $20 million price tag as it seeks to showcase Michigan life via new television commercials, radio spots, print placements, social channels, and a new website which will help match job seekers with job opportunities according to the Governor’s office. 

Michigan will claim the title for first state to use FutureFit AI’s technology through a Michigan Career Portal which will help with career navigation and job training opportunities. 

“We want people to know they can have it all in Michigan: a rewarding career, a fulfilling life, economic opportunity, fundamental freedoms — all with proximity to 3,000 miles of freshwater coastline,” said Michelle Grinnell, Michigan Economic Development Corporation (MEDC) senior vice president of marketing and communications. “Our people are our strongest asset, so we are proud to highlight their real stories in our great state and look forward to inspiring thousands more to make Michigan their home.” 

Campaign efforts will be directed to a mix of red and blue states including: California, Georgia, Illinois, Massachusetts, New York, North Carolina, Ohio, Pennsylvania, Texas, Washington D.C., and Washington State.   

Gov. Whitmer also laid out Michigan’s view of education in an opinion piece from earlier this week, also offering her invitation to educators. 

“My message as governor is simple: If you’re an education professional, come to a state with a positive vision for public education—like Michigan,” Gov. Whitmer wrote. “As a policymaker, I hope that the work we are doing inspires similar action. While everyone talks about our children being our future, not every state is walking the walk. In Michigan and in other states that share our vision for public education, we do.”

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In June, the Governor announced the assembly of The Growing Michigan Together council, tasked with the purpose of researching and developing methods of analyzing population trends and working together to grow the state.  By December, the council is expected to present on the following: 

  • A specific population goal for 2050 based on comprehensive economic development strategies. 
  • Potential future workforce shortages and recommend targeted programs to ensure that Michigan’s workforce is prepared to meet the challenges of the future. 
  • Proposals on how we can meet the needs of a growing thriving population through long-term, sustainable transportation and water infrastructure solutions. 
  • Policy recommendations on how we can improve outcomes at every education level in Michigan, from preschool to postsecondary. 

“Through this groundbreaking national campaign, Team Michigan is sending a message to all job seekers and entrepreneurs, from every background, from all over the world that when it comes to having a high-tech career and an unmatched quality of life – you can in Michigan,” explained MEDC CEO Quentin L. Messer, Jr.  

The new campaign announcement also comes after the revelation that Michigan recorded its lowest birth rate since 1940, there were only 100,853 births recorded in 2022.  It was also the third consecutive year that the number of births in the state was less than the number of deaths recorded.