Turning four days at Mackinac into a year of visibility
At the 2026 Mackinac Policy Conference, the Michigan Pride Chamber of Commerce hosted the conference's first-ever LGBTQ+ Reception. We built a real-time visibility campaign so the Chamber's presence reached far beyond the island and kept working long after it ended.
Being present wasn't enough.
The Michigan Pride Chamber of Commerce advances opportunities for LGBTQ+ entrepreneurs, professionals, businesses and allies through business development, strategic relationships, leadership, supplier diversity and economic opportunity.
At Mackinac, hundreds of organizations, executives, policymakers, elected officials and media compete for attention. The Chamber needed a strategy that could capture the significance of its presence in real time, elevate its leadership and relationships, engage audiences beyond the island, and make four days create value long after the conference concluded.
A distinct strategy for every audience.
We developed and executed an integrated, real-time visibility campaign combining content strategy, social media storytelling, media relations, executive visibility, photography and video capture, and on-site communications support.
Rather than duplicating content across platforms, each channel had its own job. Instagram captured the energy, relationships, behind-the-scenes moments and community around the Chamber's presence. LinkedIn positioned the Chamber within conversations on economic development, leadership, policy, workforce development and LGBTQ+ business growth across Michigan. Media outreach reached journalists attending Mackinac, and every moment was captured to build an owned content library for the year ahead.
Four days on site, captured as it happened.
We worked alongside Chamber leadership and staff to identify, capture, package and publish moments in real time. This wasn't content for content's sake. It documented the Chamber's relationships, access and presence within Michigan's broader business ecosystem.
Historic moment, strategically amplified. The Chamber hosted the first-ever LGBTQ+ Reception at the Mackinac Policy Conference, with more than 110 registered attendees. We helped document and amplify the milestone through real-time storytelling, photography, video, social content and media outreach, extending its significance beyond the people in the room.
Visible beyond Mackinac, and built to last.
On Instagram, campaign content generated 17,407 views, reached 3,036 accounts, drove 236 profile visits, added 42 new followers and earned 549 content interactions. People didn't just watch; they took the next step to learn more about the Chamber.
On LinkedIn, the Chamber earned 2,355 impressions, a 664.6% increase over previous performance, along with 162 reactions and 480 search appearances, during the week Michigan's most influential business and policy audiences were in one place.
Most importantly, the Chamber left Mackinac with an owned library of 550+ visual assets it didn't have before, ready to support membership and sponsorship recruitment, events, media relations, grant applications, annual reports and future storytelling.
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