La capsula Informativa: Integrated Communications for Economic Development Platform Launch

The New Economy Initiative (NEI), a philanthropic collaboration and special project of the Community Foundation for Southeast Michigan working to build a regional network of support for entrepreneurs and small businesses, set out to strengthen Southeast Michigan’s small business ecosystem by launching MI Small Business Helper. The MI Small Business Helper is a free, centralized platform designed to help entrepreneurs start, grow and scale their businesses. While the platform addressed a critical gap – fragmented access to resources – its success depended on awareness, trust and adoption across a diverse entrepreneurial audience. 

As NEI’s integrated communications partner, Franco was tasked with ensuring the platform’s launch cut through the noise. The challenge was multifaceted: introduce a brand-new digital platform and drive users, simplify a complex support landscape, activate partners and ambassadors and position NEI as a neutral convener driving collaboration across the region.