Terry Terry’s career in media started in his father’s basement darkroom in Dearborn. It was there that that he learned the power of the visual in effective communication. In fact, he learned that lesson so well that it has become his life’s work with MessageMakers, his full-service communications enterprise.

At Michigan State University’s James Madison College, Terry majored in political science and then went on to earn a master’s degree in instructional technology, simply defined as the process of using technology (e.g., multimedia, computers, audiovisual aids) as a tool to improve learning—a field that continues to grow and change as technology advances.

Terry and the business he created have grown and changed, too. But it’s not just the latest and greatest in media tools that allow Terry to tell his clients’ stories. The success of MessageMakers depends just as much on creativity, hard work and a willingness to go beyond the expected in reaching out to an audience. A powerful combination of technology, imagination and innovation has made MessageMakers a potent force in producing, as their website promises, “experiences that transform.”

Terry’s professional experiences in media began in graduate school when he worked as a freelance photographer and also produced slide/tape shows at Abrams Planetarium, as well as working with local cable television. In 1977, he started his own business (with himself as its sole employee), which has since grown to include 16 full-time employees (including Gracie, the cat), a solid team of freelancers and satellite offices in Chicago, Portland, Oregon and Germany.

His first office was below the now defunct Michigan Theater; these days, MessageMakers proudly occupies a refurbished and renovated space in Old Town, complete with exposed brick walls and hardwood floors; appealing offices; state-of-the-art audio, video and interactive multimedia production studios; spacious conference rooms; balconies overlooking the Grand River and an authentically urban, colorful past. Intriguing bits and pieces of that history show up throughout the facility.

Terry says, “We’re in the process of expanding into some available adjacent space, which will give us more room for offices and studios as well as additional outdoor areas. We’re also in the process of buying a warehouse for an added 5,000 square feet we’ll use for  storage of additional production equipment. We’ve been very happy with our Old Town location and our involvement in Jazz Fest, Blues Fest and the ongoing revitalization of the area.”

MessageMakers’ mission is to develop and produce messages in a variety of media, including video, print, audio and interactive multimedia for clients in business, government, industry, educational institutions and nonprofits throughout the world.

Through the efforts and expertise of a full range of writers, editors, designers, producers and technical and creative staff, MessageMakers produces powerful media that, as their website promises, “frames experience, promotes products, teaches, inspires, motivates and transforms.” Their end product can include promotional pieces, documentaries, public service announcements, broadcast features, short films and interactive media. In short, they tell their clients’ stories.

In the early and mid-‘80s, Terry began work with United States International Schools, educational facilities throughout the world sponsored by the U.S. State Department and designed to provide elementary and secondary education to the children of Americans living abroad. These day schools serve the children of American employees in missions, embassies and corporations. In designing and producing recruitment and informational videos for these schools, Terry traveled extensively throughout the world, including stints in Nepal, Africa and South America. United States International Schools continues to be one of MessageMakers’ clients today.

According to Terry, “About ten years ago, we began our relationship with Harley Davidson’s Harley Owners Group (HOG). The group, whose mission is simply ‘to ride and have fun,’ is led by volunteers. There are charters all over the world with hundreds of activities available to members. They sponsor international, national and state rallies; tours; open houses and other events. MessageMakers provides all of their leadership training, which includes over 60 courses in seven languages. We develop the curriculum, write the courseware, design the delivery system and oversee its implementation.”

Says Terry, “On the last evaluation of our curriculum and training programs, we received 99 percent positive responses from the groups’ leaders.”

Terry speaks enthusiastically of his own cycling exploits, which include rallies in the Middle East, Barcelona and other exotic locales. MessageMakers has produced elaborate events, complete with all the bells and whistles (sometimes literally), for the Harley Owners Group, including events in Orlando, Milwaukee (the home of Harley Davidson) and Las Vegas (home of elaborate events), as well as internationally.

MessageMakers also offers an event media services division which provides event producers with a variety of equipment and service support to ensure a successful event. This can include conference planning, production and staffing, speaker support services and media production.

Any project MessageMakers undertakes begins with listening and learning on the part of MessageMakers’ staff. There are questions about what the client wants to accomplish, how the product will be distributed, what audience the message is intended to reach, what medium or media the client visualizes using and the context within which the product will be used. Together, the client and project manager determine exactly the right media to use to most effectively reach an audience while remaining cost effective. Finally, MessageMakers creates alternative designs from which to choose, determines the production schedule and develops the program. Throughout the process, communication between the client(s) and MessageMakers is the key to success.

While there is a manager for each project, the entire staff pools their collective creativity, talent and skill to maximize value to the client and add to the impact and effectiveness of the final project.

Locally, MessageMakers has worked with the American Red Cross, state and local government, Old Town events, Michigan State University and many others. They are currently working on becoming certified to work with the U.S. GSA (Government Services Administration), which would open up a new arena for their work. Terry also anticipates that the recent Michigan tax incentives for the entertainment industry may well lead to additional opportunities.

Sydney Harris, American author and journalist, has said, “The two words ‘information’ and ‘communication’ are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.”