An agency specializing in B2B and manufacturing Marketing

AND THE EXPERIENCE TO PROVE IT

We are a manufacturing marketing agency that partners with small- to medium-sized businesses to help them reach their goals through strategic marketing and communications programs. Our expertise in marketing for manufacturing companies supports us in taking a well-thought-out approach to understand your business’ key challenges and work as your partner to determine the best course of action to achieve your goals.

Specifically, our marketing team provides expertise to increase our clients’ business development opportunities to new and existing customers, and support internal communications activities to attract and retain employees. We also place a critical emphasis on establishing measurable marketing objectives and employ a metrics-based approach to analyzing each of the campaigns we execute to help achieve desired outcomes.  

WayPoint is your trusted partner, providing the knowledge, experience and skillsets needed to establish and implement a marketing communications strategy that drives results. Regardless of your budget, WayPoint can help you navigate toward meeting your sales and marketing goals. We are passionate about partnering with B2B manufacturing companies to deliver impactful results.

You may ask, what does “waypoint” mean? A waypoint is a reference point in physical space used for the purposes of navigation. Years ago, sailors would navigate with stars and nautical maps by plotting waypoints, which ultimately led them to their end destinations. Those sailors are not unlike modern day businesses that need to establish milestones, strategies and action steps to navigate market forces and take advantage of opportunities to achieve success--the end destination.

WayPoint Marketing Communications is a modern day marketing GPS. We help companies chart a course that drives results and meets established business goals.
 

GET IN TOUCH

Start the path toward transforming your business with impactful marketing communications strategies.

Contact us via the form below or by calling 248.506.6696

Fun Facts:

• I’ve never met a water sport I didn’t like – good thing I live on a lake.

• My favorite beverage is Diet Coke and I am not sure what I would do without it.

• I do my best thinking in my morning workouts.

PRESIDENT

SHELLY OTENBAKER

With nearly 20 years of marketing communications experience under her belt, Shelly Otenbaker has the experience, knowledge and determination to help companies develop and implement strategic communications strategies focused on improving their businesses’ bottom line.

Passionate about driving results, she takes a strategic approach to partnering with clients to determine what differentiates them from the competitor, developing impactful messages and determining the right tools to deliver those messages to key audiences.

Coming from Eisbrenner Public Relations, one of Michigan’s leading public relations agency, Shelly has a diverse background in both B2B and B2C public relations. She has extensive experience in the manufacturing, transportation and technology industries and is skilled in client counsel, media relations, key message and brand identity development, social media, crisis management, event management, marketing communications program development, writing and editing, message development and strategy, internal communications and advertising.  Shelly is focused on cultivating relationships and connecting people.

As Michigan continues its renaissance, Shelly saw a need among entrepreneurs and small- and medium-sized businesses for affordable, strategic marketing communications expertise and launched WayPoint Marketing Communications.

Shelly earned a Bachelor of Arts degree in marketing from Northern Michigan University and her MBA from Michigan State University’s (MSU) Executive Program. Additionally, she is a member of the board of management at the Michigan Science Center and MSU’s Alumni Association.

Fun Facts:

• I enjoy watching sports, but don't participate because I'm accident prone.

• I have some strange eating habits (ex. I like the flavor of onion, but don't like onions in my food).

• I've never had a cup of coffee in my life - don't like the taste.

Vice President

CHRISTINE OLSZEWSKI

For more than 20 years, Christine Olszewski has been managing and executing marketing and communication activities for a wide range of B2B clients. Her organized and detail-oriented mindset keeps projects and clients on schedule and achieving results.

Regardless of the project focus, Christine uses her client knowledge, writing, editing and project management skills, as well as solid relationships with vendors, to manage various client activities. She believes relationships are a critical part of business and works to develop and nurture them with clients, vendors and teammates.

Christine spent two decades at Eisbrenner Public Relations, one of Michigan’s leading B2B PR firms, where she led automotive industry accounts, developed the skills of team members, participated in new business activities and marketed the firm. Her experience includes event strategy/management/execution, writing and editing, social media, strategy development, community relations, internal communications, advertising, message development, email marketing, and more.

Christine received a bachelor’s degree in advertising with an emphasis in public relations from Michigan State University. She co-founded the International Live Events Association (ILEA) Metro Detroit chapter.

Fun Facts:

• I enjoy working out each morning to start my day.

• I refuse to jump on the coffee bandwagon, but I live for a good tea.

• I love to lose myself in a good book and finish it in a couple of days.

• I grew up riding horses and competing. I still even have my childhood horse.

Digital Marketing DIRECTOR

SARA MELEFSKY

Sara Melefsky boasts a background with over 20 years of B2B digital and traditional marketing experience. Her dedication to the team is unparalleled as she aims to please and ensures thorough attention to each of her projects.

Passionate about strategic marketing and planning, Sara thrives on organization and goal setting. Always results-driven, she continually seeks to expand her knowledge by pursuing ongoing education to stay updated on the latest techniques. Her commitment to her clients is unwavering, always striving to provide the best possible service.

A firm believer that a solid marketing approach is the cornerstone of any successful business, Sara emphasizes the importance of constant evaluation and tweaking to adapt to the ever-changing industry environment.

Sara's diverse skill set includes campaign strategy, project management and execution, graphic design, print and digital marketing, community relations and advertising. Her broad experience enables her to tackle challenges with a comprehensive and informed approach.

Fun Facts

• Yoga and mindfulness practices have changed my life – helping my reduce stress and anxiety and living in peace.

• I love DIY and home décor projects. My home is an eclectic arrangement of all the things I love.

• Nothing gets me more excited than a delicious cup of coffee in the morning, especially cold brew. As an avid coffee lover, I enjoy frequenting local coffee shops around Columbus, OH.

Social Media Manager

Maria Miller

Maria LaTour is a dynamic and social-savvy marketing professional with vast experience in digital marketing, brand development and execution, and event planning. With eight years of expertise in various industries, including not-for-profit, healthcare, staffing, data science, and government contracting, Maria has a proven track record of providing strategic support for brands’ omnichannel marketing efforts, delivering innovative solutions, and fostering strong relationships with both colleagues and clients.

With her passion for digital marketing, Maria loves researching and testing new platforms, trends, and messaging for end consumers. She believes that for brands to remain competitive and top-of-mind, they must be open to strategic marketing strategies to highlight their products and services, thought leadership, value adds, company culture, and how they foster customer relationships.

Maria received her bachelor’s degree in marketing and public relations from Capital University.

Fun Fact

John was born on St Patrick's Day in 1960 on his mother's 40th birthday and his mother Jeanne was born on her father's birthday - three generations of St Patrick's day babies and thus his son was named Patrick.

Public Relations Partner

John Wilkerson

John Wilkerson has been a communications and marketing professional for the past 39 years and most recently was the Senior Manager of Communications for ZF North America with global responsibility for the Active Safety Division (Steering and Braking systems) and Electronics and Advanced Driver Assist Systems (sensing technologies such as automotive cameras, radars and LiDar, passive safety electronics and vehicle motion control ECUs). He has helped lead various communications activities for ZF, TRW, LucasVarity, Varity and Kelsey-Hayes companies working in media relations, public relations, government relations and internal communications.

In his spare time, John is an avid golfer, hiker, reader and also enjoys biking, tennis and other outdoor activities. He is married to Cindy and has a son Patrick and the family resides in Plymouth Michigan. John is a graduate of Oakland University in Rochester, Michigan (as is Patrick).