GEM Outreach Strategy Playbook
Why did GEM develop an Outreach Strategy Playbook?
The GEM Outreach Strategy Playbook was developed in direct response to what the region said it needed. Regional listening sessions with 80+ individuals and 75+ organizations across Detroit Michigan’s 11-county region revealed a consistent pattern: the gap between opportunity and access isn’t a knowledge problem. It’s a relationship problem.
The playbook provides internal teams and external partners with strategies and tools to foster connectivity, build trust, and expand participation in the advanced mobility ecosystem. Developed in partnership with Culture Shift Team using a Discover, Develop, Deliver approach rooted in community-driven design.
80+
Individuals engaged through stakeholder interviews and listening sessions
75+
Organizations represented across Detroit Michigan’s 11-county region
6
Community listening sessions with 83 participants
3
Target audiences — Workforce, Innovators, and Business Enterprise
“Most people are disconnected from opportunities. There is no organic on-ramp; they don’t know where to look or even that these jobs exist.”
Community Listening Sessions
GEM Outreach Strategy Playbook
What the Listening Sessions Revealed
The gap is relational, not informational
The core finding
Programs exist. Resources exist. But pathways to access them are unclear, inconsistent, and depend heavily on who you already know. The playbook was designed to address that structural gap.
Trust precedes participation
How communities decide to engage
Sustained presence, transparency, and follow-through determine whether communities engage with advanced mobility opportunities, not just the existence of programs.
Readiness is assumed, not supported
A mismatch in stage expectations
Many programs are designed for people already at the readiness or navigation stage. The listening sessions revealed many are still at awareness or knowledge, and that mismatch creates friction.
Mobility is still seen as cars
A perception barrier
“People still think mobility is like what we saw in the Jetsons.” Broadening understanding of what advanced mobility means, and who it’s for, is foundational to expanding participation.
The On-Ramp to Opportunity: Five Stages
The playbook maps the journey individuals and organizations navigate to access the advanced mobility ecosystem.
Awareness
“What is advanced mobility?”
Knowledge
“What is the opportunity?”
Interest
“Is this for me?”
Readiness
“Is this for me now?”
Navigation
“Who is my Trusted Connector?”
How is the Playbook Structured?
- Section 1: Define and Understand Target Audiences
Three core groups: Workforce Development, Innovators, and Business Enterprise, each with audience profiles. - Section 2: Listen to the Community
Six universal themes and community voices from the discovery process. - Section 3: Evaluate the On-Ramp to Opportunity
The five-stage model and three practical tools for navigating obstacles and building trust. - Section 4: Practice Principles of Community and Regional Outreach
The Trusted Connector strategy and actionable outreach principles. - Section 5: Resources
Additional tools, reports, and contacts.
The Playbook in Action: Activation Workshops
Four sessions bringing the playbook to life across workforce, innovation, business enterprise, and regional ecosystem stakeholders
Activation Workshops
Each session led with lived experience; practitioners sharing real perspective before any frameworks were introduced. Click to watch the panel recording or check back soon.
Workforce Development & Talent
Panelists: Ann Leen (SER Metro-Detroit), Cheryl Thompson (CADIA), Greg Anderson (Goodwill Industries)
Innovation
Panelists: Chet Dhruna (Ford), Ron Butler (EESPI), James Feagin (Black Bottom Ventures)
Business Enterprise
Panelists: Stephanie Ludwig (U of M EGI), Marco Santana (SMT Automation), Praveena Ramaswami (Cargility)
The Regional Advanced Mobility Ecosystem
Welcome: Maureen Donohue Krauss (DRP). Featured Speaker: Khalilah Burt Gatson (Song Foundation)
Looking for something else?
To learn more, contact:
Jeannine Gant
Mobility Engagement Officer
Global Epicenter of Mobility