Pace and Partners

Facilitated by federal funds from the U.S. Department of Treasury, the Michigan State Housing Development Authority (MSHDA) developed a program to help Michigan families stay on top of their mortgage payments in order to hold on to their homes. Pace put together a highly tactical campaign – “Take a step forward when you’re a step behind” – to help raise awareness. Within hours of launch, MSHDA received 30,000 calls about the program, and by July 2011, the organization had received more than 8,000 loan requests.

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The Office of Highway Safety Planning (OHSP) approached Pace at a time when motorcycle-related fatalities had risen to an all-time high. We dove deep into the data and developed a multi-channel campaign that encouraged riders to “Ride Safe to Ride Again.” Launched during motorcycle safety week, the campaign produced remarkable numbers – including 3 million interactive impressions.

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On the first Friday of every month in Lansing, the community is treated to special deals from local businesses to encourage them to explore the many great things the capital area has to offer. Pace launched a multi-faceted campaign to raise awareness in the community, and to inspire local businesses to participate and sponsor the event.

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Pace first worked with Physicians Health Plan (PHP) to help establish the brand as one of the nation’s most highly rated and successful HMOs. Returning as Agency of Record, Pace launched an integrated campaign to further establish PHP as the Plan of Choice for mid-Michigan residents. To date, the campaign has attracted a great deal of media coverage, and website traffic has increased substantially.

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When the Capital Area Transportation Authority (CATA) asked Pace to help increase its ridership, we first dove into the mindset of non-riders. Our findings: People have a lot of misconceptions about the bus. With this in mind, we developed a strategic communication plan that addressed these misconceptions, with the message, “You’ll never know ’til you ride.” While the campaign is still in its infancy, public response has been overwhelmingly positive.

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In spring of 2011 the Michigan Department of Treasury offered Tax Amnesty to Michigan businesses. The program offered local businesses a 45-day window to settle up any outstanding state tax debt – free of penalties and even possible imprisonment. Pace launched the "All Excuses Welcome" campaign, a friendly and reassuring approach to an otherwise daunting topic. In all, Tax Amnesty generated more than $76 million. More than 15,000 taxpayers submitted applications, involving more than 37,000 individual tax returns. These totals more than double the 13,854 applications received during Michigan’s previous tax amnesty program in 2002, and they more than triple the 4,225 individual and business taxpayers who complied in 2002.

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From the outset, Pace has worked with Firstbank to establish a strong brand identity. Working closely with bank executives and branch managers, we developed an ownable and memorable brand message, look and feel. The brand campaign continues to drive customer acquisition and retention through print, outdoor, and interactive media.

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The Michigan State Housing Development Authority (MSHDA) offers first-time homebuyers down payment assistance to help ease the burden of purchasing a new home. MSHDA engaged Pace to help raise awareness and communicate the complexities of the program. Driven by research, we created a highly targeted all-digital campaign that shattered expectations. (In fact, our Pandora web ads outperformed Pandora’s click-through averages by 20 percent.)

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The Ingham County Department of Community Mental Health received a major grant to develop a System of Care campaign to meet the needs of emotionally disturbed youth. Pace designed a campaign that included a website, brochure, newsletters, and annual reports designed to inform and engage the child- and family-serving community. The website, in particular, is cited as a useful communication tool by parents, youths and partners in the initiative.

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When Pace first worked with Ferris State University, the school suffered from an image problem: it was viewed as a “last chance” for Michigan students seeking higher education. Pace worked closely with Ferris to mend its image and establish a compelling brand identity. The outcome? In 2009, Ferris became the fastest-growing public university in Michigan.

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The state’s two 529 college savings plans, The Michigan Education Savings Program (MESP), and Michigan Education Trust (MET) focus on motivating parents to start saving for their child’s college education as early as possible. One of our many successful campaigns, Summer Reading Program, employed a number of fun and engaging tactics to entertain children while educating parents.

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As the H1N1 virus threatened to reach epidemic proportions, the Ingham County Health Department was challenged with low H1N1 vaccination rates. Responding to the urgent need for public awareness of the importance of getting vaccinated, Pace formulated a strategic communications plan to reach target populations who were at greatest risk. The resulting increase in immunization rate exceeded both health department and CDC expectations.

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The Health Insurance Program for Michigan (HIP) offers health coverage to Michigan residents with pre-existing medical conditions, who would not otherwise be able to receive adequate and affordable coverage. At campaign launch, HIP had zero public awareness. Pace developed a highly targeted campaign that produced impressive results: In just six months, the organization received more than 2,200 applications, resulting in 450 enrollments – outperforming most other states with similar programs.

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The Capital Area Transportation Authority (CATA) sponsors a Clean Commute Challenge, encouraging capital-area residents to reduce their carbon footprint by choosing eco-friendly means of transport for five days. As a result of Pace’s innovative promotional campaign, individual participation in the 2010 event more than doubled relative to past events, and overall business participation grew by 330 new registrants.

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As talk of banning chocolate milk from schools gained momentum, the United Dairy Industry of Michigan (UDIM) turned to Pace for help. We devised an integrated campaign that focused on engaging moms and educating them about the benefits of chocolate milk – which, like white milk, contains nine essential nutrients. The campaign message: kids make many choices, and some, like choosing chocolate milk, are better than others.

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