It’s been said that any publicity is good publicity. But we know that’s not always the case—just ask Tom Cruise or Mel Gibson. Any organization wants its message presented to the public in a way that is compelling, concise, cohesive—and controlled. And that’s where integrated marketing firms like Pace & Partners and Publicom come in. They are expert at not only crafting the message but also developing a strategy that puts that message into the marketplace in a way that produces positive results.

Integrated marketing goes far beyond a simple advertising campaign, public relations blitz or promotion. Instead, it is a management concept designed to assure that all aspects of marketing and communications work together as a unified whole. Integrated marketing can include marketing research, marketing planning, creative services, issues management and advocacy, event planning and marketing, Website development, media planning, advertising, sales promotion, public relations, branding, direct marketing and media relations. In other words, the days when a newspaper ad and a catchy slogan were considered slick marketing are long over. A team of experts, from graphic designers to writers to researchers to strategic planners, come together with the customer to design just the right combination of marketing tools to maximize success. But it doesn’t end there. Integrated marketing firms continue to work with clients as their needs change and also to assure that the products, services, brands or concepts being “sold” are as represented. In general, while the best product in the world will remain unsold without a marketing campaign, neither will the best marketing campaign ever designed continue to successfully sell a product or service that doesn’t live up to its promise.

Pace & Partners has been in business since 1978 when it was founded by Dennis Pace. Over the years, the business has evolved. It began life as Pace Media, providing speaker support and event management. At that time, before the advent of computers and attendant technologies, multi-projector slide shows with music were the norm, and Pace Media supported the automotive industry and other clients at their shows, events and presentations. From there, the firm grew into Pace Creative, a full-service advertising agency, and, ultimately, into the Pace & Partners of today. With 18 employees as well as a phalanx of freelancers, consultants and specialized service providers, Pace & Partners uses a vast array of marketing and communication tools to meet client needs.

The office space Pace & Partners occupies attests to the creative sensibilities of the organization and the staff. Industrial chic prevails; vibrant colors and quirky design generate an atmosphere that would seem to lend itself to freewheeling imagination and innovation. According to Lisa Crumley, vice president of business intelligence, “We work as a team here at Pace & Partners, each of us playing to his or her core strengths. With the kind of staff we’ve assembled, there’s little we can’t accomplish for our clients. Our client list includes such organizations as the State of Michigan, Lansing Board of Water & Light, Capital Area Transportation Authority (CATA), Physicians Health Plan (PHP) and TDS Metrocom. Depending on client needs, we can assemble just the right combination of talents to get the job done.”

Deborah Horak, vice president of client development and services, added, “Here at Pace and Partners, we pride ourselves on staying current not just on the ever-changing technologies we might use in creating our work but also on the latest design, style and trends in the advertising/marketing/communications world. We owe that to our clients, and we deliver on that promise.”

According to both women, the entire staff, following the lead of Dennis Pace, keep themselves at the leading edge of trends in their field. By doing so, they have attracted clients not only regionally but throughout the state and into other states.

Pace & Partners frequently does pro bono work for local nonprofits, and many of its staff members sit on boards of nonprofit organizations. Work for the good of the community is a key value in this firm, an activity that is expected of its employees.

Their walls are hung with awards aplenty, including Lansing ADDY Awards in a number of categories and numerous awards from the Public Relations Society of America (PRSA).

Jim Wardlaw, president of Publicom, is interviewed on a day when the office is buzzing with creativity. The third annual CreatAthon® is a national event which brings together agencies to do pro bono work to nonprofit agencies and organizations. The only Michigan agency participating, Publicom’s staff spends 24 hours providing marketing, creative and public relations services to local nonprofits. Wardlaw explained, “We work from 8 a.m. straight through to 8 a.m. the next day, completing marketing communications plans and projects for agencies who have asked for our assistance. This year, we had over 30 applications. We wish we could help all of these fine groups, but we had to make some difficult choices. This year, we are working with Animal Placement Bureau, Children’s Leukemia Foundation of Michigan, Ele’s Place, Ingham East Habitat for Humanity, Lansing Area AIDS Network, and Woldumar Nature Center.” Lansing residents might remember the campaign Publicom planned for St. Vincent Catholic Charities that included the Isaiah 25:4/Luke 11:41 billboards which attracted attention around the area.

Publicom was founded in 1979 by Dave Hayhow and Rick Cole with a focus on issues management. (Issues management is defined by the Public Affairs Council as “the process of prioritizing and proactively addressing public policy and reputation issues that can affect an organization's success.”) Wardlaw bought the company in 1995, and it has since grown to become a full-service, integrated marketing firm with particular expertise in service branding. Working with clients like McClaren Health Care (headquartered in Flint), the Greater Lansing Convention & Visitors Bureau, YMCA, Baker College and Acordia Insurance (headquartered in Chicago), all of whom provide services rather than products, Publicom helps them define and market those indirect and often intangible attributes that a service brand generates in the process of providing the service. As part of an ongoing process, Publicom works with their clients to define, develop, continually improve and thus maximize the customer experience. When a company is selling a service, a strategy for excellent customer relationships is all-important. According to Wardlaw, “The essence of the brand is communication with customers and clients.

“Technology is transforming the customer experience. Organizations are able to evaluate close to the transaction, provide immediate feedback and maintain ongoing communication with those using their services. Cyber networking, online communities, blogs: these are all part of the new generation of integrated marketing communications.”

Publicom has earned its share of awards; plaques, statues and trophies on display in the busy lobby attest to that. The 20+ employees, busily at work as they continue their 24-hour work shift, are obviously excited about what they do and ready to create their way to even more success.

Marketing research and strategy specialist Flint McGlaughlin said, “People don’t want to be marketed to, they want to be communicated with.”