In January 2007, BrainGain was awarded the "e-quality of life" campaign by the Michigan Economic Development Corporation (MEDC). The goal of the campaign was to promote Michigan's outstanding lifestyle and career opportunities to college students and young professionals from in and around the state. The mission of the project was a perfect fit for the new marketing group as BrainGain carved out its niche as an agency focusing on talent attraction and retention.

BrainGain took MEDC's existing publication MiLifeMiTimes, a monthly e-magazine about general lifestyle in Michigan, and revamped it with an edgier look and daily content targeting a younger, more tech-savvy crowd that BrainGain refers to as "the talent class."

The objectives included:
•  To redesign site as a user-generated site
•  To increase frequency of stories
•  To increase enews subscribers by at least 20 percent
•  To push content to other sites

The new MiLifeMiTimes.com launched in late April of 2007 as a user-generated, blog-based website featuring 2.0 features like Michigan-specific images from Flickr, Twitter updates, bookmarking and content-sharing buttons all surrounding positive stories about lifestyle, culture, travel and careers all over Michigan with a "cool crowd" point-of-view. The key objective was always to produce relevant content about creative people and companies and interesting places to live and work around the State. MiLifeMiTimes became a multimedia experience, offering photo, video, and blog network capabilities.

Although the site acted as the campaign's most visual and public tactic, marketing efforts also included:
•  relationship-building with Young Professional Organizations (YPOs), Convention and Tourism
   Bureaus (CVBs) and universities;
•  a content-push strategy to virally spread positive stories to other sites and like-minded folks;
•  blog strategy and blogger relations;
•  monthly newsletter with themed features like The Art Issue, The SociaList Issue, and The Alt. Energy
   Issue;
•  visits to college campuses;
•  street teams passing out collateral at popular festivals;
•  a Northern Michigan Getaway Contest that secured 2,000 new subscribers and
•  production of trendy T-shirts and other marketing materials.

•  Relaunched MiLifeMiTimes.com in April 2007 as a blog-based, user-generated site with another
   redesign with usability updates in December 2007;
•  Increased subscribers by 83 percent from 12,000 in April 2007 to 22,000 in November 2007;
•  Increased site traffic with unique (individual) monthly visitors from 10,418 in May 2007 to 33,014 in
   October 2007;
•  Attracted visitors from around the country including states in ranking order: #1 Michigan, California,
   Illinois, New York, Texas, Florida, New Jersey, Massachusetts, Washington, Pennsylvania;
•  Attracted visitors from around the state, country and world with traffic from as far as Poland, Brazil,
   UK, Romania, Mexico, India, Germany, Argentina and even Latvia!
•  Stories reposted in dozens of sites including Hugg.com, Sierra Student Coalition, Metromode,
   Institute for Education and the Arts, Crain's Detroit Business, Make Magazine, Ideal Bite, Earth 911,
   Detroit Fashion Pages, Detroit Wine Organization, Absolute Michigan, and Mark Maynard's blog.