INSIGHT

Creative State Michigan: Economies of the Future

Client

Creative Many (Detroit, Flint, Ann Arbor, Grand Rapids Michigan)

Scope of Work

• Research
• Engagement
• Creative strategy
• System maps
• Workshops
• Benchmarking
• Data analytics
• 3 Horizon Workshop
• Website
• Public Presentations
• Recommendations
  

Creative Many is an organization focused on studying and developing the cultural, creative and knowledge sectors of Michigan. To measure Michigan’s creative economy, they engaged KerrSmith to conduct qualitative and quantitative research on those enterprises focusing on creativity as a renewable resource driving economic development in the state. 

With many large regions transforming from “legacy” economies to economies of the future, it is necessary to build strategies that encompass new business models, new expectations and new metrics. The Michigan economy is a complex mix of powerful global brands (Ford, GM, Stellantis, Kellogs, Herman Miller, Steelcase, Dow) as well as important universities (University of Michigan, Michigan State and Wayne State) and thousands of smaller thriving businesses. The Detroit region has begun to transform from deep urban challenges to a region with a new focus on growth, innovation and extraordinary opportunity, while Flint struggles with infrastructure deterioration.

We undertook a full assessment of barriers to change and potential alternatives. This involved both quantitative and qualitative inputs and included assessment of future revenues and costs, potential partnerships in service provision and training, key activities and channels for delivery of new offerings, and required resource development with both employees and citizens.

The findings and recommendations of our work were positioned as a framework for the development of state and regional economic development priorities, strategies and investments to strengthen and grow jobs and businesses across Michigan’s creative and design industries for competitive advantage.

Workshop in Four Cities
Future visioning workshops were conducted in Flint, Grand Rapids, Ann Arbor and Detroit with members of the arts, culture, business and design communities. In these workshops, participants identified current challenges in the larger ecosystem, explored their vision for the future and outlined intermediary changes that would be necessary to achieve a visionary future.

Development of Creative Industries Toolkit
Grounding research in achievable action plans is a necessary step towards positive change. Articulation of approaches to support learning and skills development in the future workforce and workplace, to help Michiganders transition to or from current jobs and to improve retention strategies for highly skilled workers was part of this work. We identified the replication model for this project for applied use by other local, regional and state entities in the US seeking to advance understanding and growth opportunities for the creative and design industries.

One of the important findings was the extent that creative jobs—strategists,
designers, crafts people, implementers, marketers, writers, photographers, educators, and content directors, etc.—extended into an extraordinary deep and wide sweep through nearly all businesses in the state. From small upstarts to established, massive, international corporations, creativity was repeatedly seen to be central to business success.

Design and Development of Tools
Effective communications tools were created throughout the project including meaningful information graphics for multiple applications. We designed the overall look, feel and tone of the project to align across a full range of media channels. This was a data-rich investigation. Federal and state labor and industry statistics were investigated and charted to create an inventory displayed through extensive infographics of creative jobs in creative industries and creative jobs in industries that are not traditionally categorized as creative.
A strategic plan was formed to distribute project findings through multiple channels, including traditional platforms and social media. Helen Kerr presented the report at a televised conference on Creative Industries in Detroit.

Development of Creative Industries Toolkit

Grounding research in achievable action plans is a necessary step towards positive change. Articulation of approaches to support learning and skills development in the future workforce and workplace, to help Michiganders transition to or from current jobs and to improve retention strategies for highly skilled workers was part of this work. We identified the replication model for this project for applied use by other local, regional and state entities in the US seeking to advance understanding and growth opportunities for the creative and design industries.

Design and Development of Tools

The overall look, feel and tone of the project to align to other media channels, including print, was designed. Effective communications tools were created throughout this project including meaningful information graphics for multiple media applications. A strategic plan was formed to distribute findings through multiple channels, including traditional platforms and social media.

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