GalaxE.Solutions' Outsource to Detroit
When GalaxE.Solutions arrived in Detroit, they sought to communicate their leading role in addressing a dramatic shift in IT, which leveled the playing field between work done offshore and that conducted onshore, such as in the Motor City.
Scenario: GalaxE.Solutions, a NJ-based IT firm arrived in Detroit with the goal of hiring 500 professionals at 1001 Woodward Avenue in Detroit's Campus Martius. GalaxE's message to other companies seeking IT innovation, accuracy and value? Consider onshore. Consider Detroit. Outsource to Detroit.
Strategic Communications Approach: Tanner Friedman developed and implemented a comprehensive communications program designed to promote IT job repatriation from overseas back to the U.S. and downtown Detroit's burgeoning IT cluster. Audiences were diverse - from boardrooms to newsrooms to the highest office in the land, including through trips to Washington to meet with top governmental officials.
Anchored by a 10-story banner, "Outsource to Detroit" became not only an icon on the city skyline but a symbol of the city's resurgence. On a t-shirt, the message raised funds for non-profit Goodwill Industries and their mission of putting Metro Detroiters back to work.
Results: Counter intuitive and industry groundbreaking, "Outsource to Detroit" captured the attention of scores of local and national media, including ABC World News Tonight, Bloomberg, CBS Evening News, CNN, Fortune, MSNBC and many others. Subsequently, in January 2012, Tim Bryan was invited by the White House to introduce President Barack Obama and participate in the president's outsourcing forum at the White House. Tanner Friedman has garnered numerous awards for the campaign including an IABC Detroit Renaissance Award.