WayPoint Marketing Communications
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The WayPoint Story

 

WHO WE ARE

WayPoint Marketing Communications, a Metro Detroit-based agency, partners with small- to medium-sized businesses to help them reach their goals through smart, well thought-out marketing communications strategies. We take a strategic approach in understanding your business’ key challenges and work as your partner to determine the best course of action to achieve your goals.

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

WayPoint is your trusted advisor, providing the knowledge, experience and skill sets 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. Whether your focus is increased visibility, improved awareness or developing new business leads, we are passionate about partnering with 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

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EXPERIENCE

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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 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.


 
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Fun Facts:

  • I love food and checking out new restaurants.

  • I enjoy watching and playing sports, especially football and basketball.

  • You’ll usually find my car radio set to “E Street Radio” (hey, I’m from Jersey!)

Vice President

BRET HOPMAN

Bret Hopman has nearly 15 years of experience in marketing, public relations, digital analytics and content strategy. He’s worked with both leading consumer brands and marketing agencies, along with regional and national nonprofits.

Bret began his career in New York, where he spent five years at Golf Digest Publications, part of the Condé Nast family of magazines. Among the initiatives that Bret was responsible for during his tenure were developing an internal digital communications platform for the company and launching the social media strategy for the Golf Digest brand.

From there, he transitioned to The American Society for the Prevention of Cruelty to Animals (ASPCA) to handle their media and communications efforts for a variety of program areas, again working to incorporate digital media into traditional PR efforts.

After spending nearly 10 years living in New York City, Bret, a native of New Jersey, moved to Michigan in the summer of 2013 with his wife, a native Michigander. In 2014, Bret joined the JRT agency, a Farmington Hills-based digital marketing agency, to spearhead the newly established digital analytics team. He was responsible for guiding strategy for digital initiatives by establishing measurable goals, monitoring progress, and ensuring that client objectives were met.

Most recently, Bret served as senior director of marketing, fitness and membership at the Jewish Community Center (JCC) of Metropolitan Detroit. In that capacity, he oversaw all marketing and communications efforts for the largest JCC in the United States, helping to position the organization as an integral part of the community. He was also responsible for developing membership retention and growth strategies.

Bret has a bachelor’s degree in economics with a minor in applied mathematics from Colgate University, and a master’s degree in sports business with a concentration in media and marketing from New York University.