Michigan’s Forgotten Coast Talent Attraction Campaign Earns IEDC Gold Award
The Huron County Economic Development Corporation’s Michigan’s Forgotten Coast Talent Attraction Campaign has been recognized with a Gold Award for Excellence in Economic Development from the International Economic Development Council (IEDC).
The international recognition highlights the innovative talent attraction work undertaken by HCEDC to address a challenge facing communities throughout the Thumb: population loss and the departure of young people for education and early career opportunities.
Bringing Former Residents Back Home
Funded by the Michigan Economic Development Corporation (MEDC), the Forgotten Coast campaign took a focused approach to talent attraction by targeting “boomerang talent”, people who grew up in the Thumb and already have a personal connection to the region. Rather than introducing the Thumb to people who had never experienced it, the campaign focused on reminding former residents what they already knew and loved about home. The campaign used those connections to tell a broader story about what returning home could look like during the next stage of life.
A Campaign That Stood Out
Michigan’s Forgotten Coast combined traditional and digital marketing to reach potential returnees in multiple places and through multiple platforms. The campaign included billboards in communities home to the two universities most attended by students from the region, targeted Facebook and Instagram advertising, streaming commercials on YouTube and Hulu, and a dedicated website where potential residents could explore communities, employment opportunities and life in the Thumb.
A Relocation Help Desk provided a direct connection for people interested in making a move, helping turn initial interest into an opportunity to connect with employers and communities. The campaign generated significant engagement during its March 17–April 14, 2025 run, including:
1.32 million digital impressions
9,000+ new website users
243,000+ people reached through Facebook and Instagram
9,500+ link clicks
310,000+ YouTube views
13 relocation inquiries
More Than an Award
Receiving a Gold Award from IEDC places the Forgotten Coast campaign among recognized examples of economic development work at an international level. For HCEDC, the recognition is about more than a marketing campaign. It represents an effort to tackle a long-term economic development challenge through a coordinated, measurable strategy.
The campaign secured MEDC support, developed a regional talent attraction message, reached thousands of people across multiple platforms and created a direct pathway for individuals interested in relocating back to the region.
The award also demonstrates the connection between talent attraction and economic development. A strong workforce is essential to the success and growth of local businesses, and attracting people to the region requires more than simply promoting available jobs. It requires showing potential residents why they would want to build their lives here.
View each of the video ads by clicking each of the photos below!
