At SMZ, we create ideas for our clients to generate results that exceed expectations.

Automation Alley
Automation Alley is a nine-year-old organization with a modest budget whose goal is to transform Southeast Michigan into a technology powerhouse. Basically, a group of visionary leaders were tired of hearing there is nothing good coming out of Michigan. We were asked to help tell the other side of the story. The solution was a series of print ads called “What Happens When” that has helped raise awareness about Automation Alley and how they’re attracting talent and technology companies. Now the stories coming out of Michigan are about cutting-edge — not cutting jobs.

Detroit Tigers
Following twelve straight losing seasons, the Tigers began a re-building program that included signing All-Star caliber veterans and developing talented young players in their farm system. But after so many disappointing seasons, die-hard and occasional fans still didn’t believe in the Tigers. We developed a multi-faceted marketing campaign focused not on “fun at the park” as in the past, but on the players and their on-field accomplishments. The “Who’s Your Tiger?” campaign became a catch phrase that appeared everywhere from fan blogs to tattoos.

Michigan Dental Association
Research has shown regular dental check-ups can help identify symptoms associated with serious medical problems. From this research, we embarked on the “Want a Healthy Body? Start with a Healthy Mouth.” campaign. The campaign encouraged people to see an MDA dentist for regular check-ups. It also garnered so much attention from the health care industry that Blue Cross/Blue Shield committed substantial funds to the MDA to supplement it. And, some new MDA members indicated they joined solely because of their positive reaction to the campaign and wanting to be a part of such a valuable public health initiative.

Michigan Lottery Beneficiary
With the introductions of casinos in Detroit, the Michigan Lottery was no longer the only game in town. So, what makes the Lottery different from the casinos and what does the Lottery mean to Michigan? It is certainly fun to play and win Lottery games, but the Lottery is a lot more than that. Over the years, the Michigan Lottery has generated over $13 billion in funds for kindergarten through 12th grade public education in Michigan. Unfortunately, Lottery funding for education is frequently misunderstood. The "Beneficiary" campaign informs players and non-players alike about all the benefits the Michigan Lottery brings to the state, schools, retailers and consumers. In marketing speak that's a win-win-win.

Big Boy
Big Boy wanted to create a campaign to support its 130 Michigan restaurants. Our quest was to leverage all that’s great about Michigan, despite challenging economic times. The result was an original song and advertising that celebrates how Big Boy’s proud to be “A Michigan Thing.” Beyond TV, radio and in-store, there’s an interactive component where consumers can blog about their favorite Michigan things. With over 112,000 visitors, it’s become a favorite Michigan thing.