Target Market Analysis

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The East Michigan Council of Governments received a grant from MSHDA to conduct a residential targeted marketing analysis (TMA) for East Central Michigan Prosperity Region 5 (Arenac, Bay, Clare, Gladwin, Gratiot, Isabella, Midland, and Saginaw counties) with the financial support of all eight counties, the City of Bay City, the City of Midland, the City of Mt Pleasant, the City of Saginaw|Saginaw Future, Inc.,  EightCAP, Inc., and Mid Michigan Community Action. Work was initiated late in 2015 and the final documents are now complete.

The regional TMA concept is directly tied to the Regional Prosperity Initiative that was included in the Governor’s FY 2014 Budget Recommendation to encourage local private, public, and non-profit partners to create vibrant regional economies.  The East Central Michigan Prosperity Region 5 TMA project falls in line with what the current State’s administration is working towards.  As the State is taking a hard look at regional funding strategies, the collaboration of the counties, cities and non-profits supporting this TMA is a great step forward.

Download TMA Presentation

Results of the TMA have been used to identify Missing Middle Housing formats for developers and to encourage the development of unique products within those building types.  The market potential from the TMA has been carefully aligned with housing formats to reflect the preferences of migrating target markets (lifestyle clusters) and will assist communities with the information needed to understand housing market potentials and preferences as a tool for community economic development activities.

Each County received a detailed targeted housing document identifying what the current housing stock is and what housing stock is needed. There are also a total of sixteen target focus areas within the eight counties.  Each county document, an “executive summary” for each county, plus the accompanying Regional Workbook resource/implementation strategies guide are available on this website or by contacting Jane Fitzpatrick at the email or phone number shown below.

Program Manager
Jane Fitzpatrick
989) 797-0800 ext. 205
East Michigan Council of Governments
3144 Davenport Avenue, Ste. 200
Saginaw, MI  48602

Specific questions regarding the work approach, methodology, TMA terminology, analytic results, strategy recommendations, and planning implications can be directed to the consultant for this project at the email or phone number shown below.

Principal, TMA Team Leader
Sharon M. Woods, CRE
(517) 290-5531
(517) 290-5531

Download Prosperity Region 5 TMA Regional Workbook December 14, 2016