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Beyond the Fold
  February 2011
Volume 6
No 2


Michigan Measures Technology Improvements Over Decade

Operation SAS Builds Friendships & Provides Medicine for the Soul

It's All About Frequency

Social Media Tackles the Super Bowl



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About Eiler

Eiler Communications is a public relations and marketing communications firm in Ann Arbor, MI.  We specialize in new and traditional media marketing, serving established and emerging companies in the communications
technology, financial services, biotechnology and healthcare industries.

DecadeMichigan Measures Technology Improvements Over Decade

 In 2001, Michigan lacked the capacity to help new technological companies develop an entrepreneurial atmosphere. Compared to Silicon Valley, Michigan had no investment community or organizations to nurture new ideas.                                                                   

In the past decade Michigan has changed dramatically. Take a look at where we were and where we are now:

  • Ten years ago, Michigan did not have the infrastructure to foster entrepreneurs. Today we do with SPARK, the Small Business Technology & Development Center and the Small Business Association of Michigan among others.
  • Ten years ago, Michigan had no investment community. Today we do with the Venture Michigan Fund and Michigan Venture Capital Association among others.
  • Ten years ago, Michigan had no well-organized technology transfer offices at our colleges. Today we do at the University of Michigan, Michigan State University and Wayne State University.
  • Ten years ago, entrepreneurship was not widely heralded. Today we have many successful entrepreneurs and up-and-comers.
  • Ten years ago, Michigan had a thriving automobile manufacturing economy. Today the struggling industry is smaller but showing signs of future promise.

Michigan has a long way to go but with these changes and entrepreneurial structure there are signs of promise. In November, UM economists predicted Michigan would gain jobs in the year 2011 for the first time in 10 years. In order to achieve this, we need to build on the past decade and continue to create an environment for economic growth.


Larry Eiler 

Follow-UpOperation SAS Builds Friendships & Provides Medicine for the Soul

Operation Never Forgotten's (ONF) first annual fundraising event, Operation SAS (Sports, Afield & Stream), was a huge success in more ways than
anticipated. In addition to providing new challenges and hobbies with extreme outdoor sports, post September 11, 2001 wounded warriors built life-long friendships.

Linda Kelly, ONF president said it was "medicine to their soul to do these things they never thought they could do, in the most amazing scenery."

Eiler Communications represents ONF and did the pro bono PR for Operation SAS, which raised funds through donations and a live auction while sending 45
ONF wounded warriors with physical and invisible wounds to the event on January 7-11, 2011.

The event took place in Big Sky and Bozeman MT
, and Yellowstone National Park. Veteran's participated in activities such as snowboarding, skiing, ice climbing, dog sledding, snowmobiling, archery clinics and fly fishing.

The event kicked off with a banquet ceremony for all attending wounded warriors and the public, with country music star Lee Greenwood as host. Video messages sent by Taylor Swift and Ted Nugent thanked and applauded warriors. Guest speakers Mark Hoffmeister, Sam Kavanagh and Tim Medvetz, who have overcome their own physical disabilities through outdoor activities, were inspirational and left the audience with their jaws dropped.

Yet the most touching part of the event were the friendships that were formed. "As exciting as everything was, new companionships and friendships the warriors made among themselves was more important than the event itself," Kelly said.

Dana Prainito 


FrequencyIt's All About Frequency

Recent research in consumer behavior and cognition may change the way communication industries think about doing business. In a recent study, Weaver, Garcia, Schwartz and Miller examined the link between exposure frequency and perceived social consensus of a message.

The results showed that the frequency of the message is much more influential than the source, whether that be print, broadcast, television, digital media, search or social media. This is not to say that diversifying reach is not important for any given campaign; diversification is essential to reaching a variety of audiences. However, hearing news from a variety of sources is as powerful to the individual as hearing it the same number of times from the same carrier.

In any case, the lesson is not necessarily always on integrating marketing tools; the focus should be on frequency. In communication industries the messages that come across strongest are the ones repeated most frequently.

So, the final lesson: research the audience, design the message, utilize your communication sources, and repeat. Repeat. Repeat.

Jackie VanSloten 


SuperBowlSocial Media Tackles the Super Bowlfootball

30-second ad slots in the Super Bowl are highly coveted each year, and sell for millions of dollars. However, advertisers are not adding social media campaigns to accompany their ad slots during the 2011 game to create even more buzz around their product, and for free.

Audi and Mercedes-Benz are leading the Super Bowl social media campaigns. Both companies are relying heavily on everyday people to spread the word about the luxury car retailers in exchange for a variety of luxury prizes.

In the age of social media, 30-second ad slots are no longer enough to stand up to the competition. Companies that will profit the most are those that utilize free and viral social media campaigns to their benefit; after all, social media has proven that everyday people are just as creative as the most prestigious advertising companies.


Dana Prainito 

Eiler Communications 900 Victors Way, Suite 180 Ann Arbor, Michigan 48108 Map
Phone: 734-761-3399 Fax: 734-761-3724