“A City Made for You,” “Picture Yourself Here,” and “Heart of Opportunity” were key messages from a group of students at Winona State University (WSU). Their mission: to devise a communication plan to attract millennials to Rochester.
In a partnership between WSU and Destination Medical Center (DMC), the students were instructed to create a comprehensive communication strategy and pitch their final presentation to DMC communications director Mary Welder, WSU associate vice president for academic affairs Jeanine Gangeness, and Post-Bulletin publisher Randy Chapman.
Muriel Scott, professor of WSU’s Public Relations Planning class, said her students were eager to tackle DMC’s challenge. “They learned so much,” she says. “The students focused on how to rebrand a city in a way that met needs and interests of millennials in choosing where to live.”