Baker College

Baker College of Michigan stood out from a crowded field by replacing conventional courses of study with curricula preparing students for jobs in high demand.  Traditional marketing of that message – print collateral, TV, radio, and billboards – grew the student population to just under 20,000 in the mid 1990s.

Then, to take growth to the next level, they began to promote a key metric – that more than 97% of their graduates available for employment were employed – through digital outreach.  Today’s managing partners of The Collective were retained by the college’s advertising agency to research, write, direct, and edit more than 600 video stories over eight years explaining Baker’s career-specific curriculums and highlighting the success stories of their graduates.

 This constant production of professional video content was a key element in Baker’s enrollment skyrocketing to over 40,000 – the second largest in the state – and its physical footprint expanding to nine primary campuses and more than one million square feet of classrooms, labs, and student housing.

Katech Engines

In the mid 1980s through 90s, Katech built a reputation as a premier engine developer and builder for General Motors race teams.  Then GM pulled their race programs in house, and Katech had to reinvent itself.

 A key initiative that emerged was its online store – offering products proven on the tracks to driving enthusiasts looking for more power and speed on the road.  Two years ago, managing partners of The Collective were retained to boost online sales through satellite marketing, a program based on expert integration of new video content, wide social posting, paid search programs, and search engine optimization.

 As a result, for the first four months of 2018 versus 2020 – that is, within the impacts of the pandemic – website visitors are up 32%, page views are up 184%, the bounce rate has dropped from 47% to 17%, and online sales are up 24%

 This constant production of professional video content was a key element in Baker’s enrollment skyrocketing to over 40,000 – the second largest in the state – and its physical footprint expanding to nine primary campuses and more than one million square feet of classrooms, labs, and student housing.

American House

With a desire to grow its portfolio nationally, American House Senior Living Communities retained managing members of The Collective to define their brand, solidify their presence in the local market, and attract national investors. Made In American House launched in just six months, a breakthrough 360^o brand campaign recognizing specific residents and employees for the dynamic, charming, and inspirational people that they are.

 The campaign integrated television, radio, direct mail, and website content with a strategic mix of satellite marketing outreach, including search engine optimization, search engine marketing, social posting, and e-blasts.

The results have been dramatic.  In 2010, American House had no established brand and 15 communities in Michigan with an average occupancy rate of 80%.  Today, through efforts that continue to succeed within the challenges of the pandemic, American House encompasses 47 communities in Michigan, Florida, and Illinois, an average occupancy rate of 93%, and financial stability backed by strong investment.

Glass & Metal Craft

The key to growth in the glass fabrication industry is to be top-of-mind with architects and glazers that spec or select a company like GMC for their commercial glass needs.  GMC asked The Collective to redesign its website to provide easier access to their project portfolio, then launch a paid search campaign that would drive viewers to their amazing projects.  Within months we had increased their website new users by an average of 3500 per month, 67% of that traffic coming from paid search.

Concurrently, G+MC asked us to develop and manage a social media campaign that would build followers in LinkedIn and Facebook – where professionals learn more about their supplier options.  We have quadrupled their followers, and awareness, on both.

Altra Shoes

The recent protests spawned by the death of George Floyd have companies in every industry looking for ways to help society make positive permanent change.

Altra shoes approached one of their leading technical sales representatives, a black female marathoner, for her thoughts.  Through a relationship she shares in the running community, we were introduced and within 24 hours helped her formulate a messaging campaign that includes thematic branding, social posts, event posters, point of sale materials, and merch that promotes the concept of going forward “together” and, further, sales-based donations by Altra to Black Lives Matter.

 At this writing, the campaign is under consideration.

Altra Shoes

The recent protests spawned by the death of George Floyd have companies in every industry looking for ways to help society make positive permanent change.

Altra shoes approached one of their leading technical sales representatives, a black female marathoner, for her thoughts.  Through a relationship she shares in the running community, we were introduced and within 24 hours helped her formulate a messaging campaign that includes thematic branding, social posts, event posters, point of sale materials, and merch that promotes the concept of going forward “together” and, further, sales-based donations by Altra to Black Lives Matter.

 At this writing, the campaign is under consideration.

Kroger

Kroger, the largest food retailer in the United States, asked managing partners of The Collective to help them promote their Health Matter’s campaign through digital marketing.  The pilot campaign pushed their proprietary NuVal concept, that is, “nutrition made easy” by assigning NuVal numbers to food items.  The higher the number, the more nutritious the food.  

We researched, wrote, and produced campaign messaging the was delivered by their food staff through a series of videos embedded in eZines.  We were responsible for staging and directing real staff, not trained actors, to serve as company spokespersons.