Marketing Roadmap
Roadmap To Success!
Imagine a well-marked roadmap that outlines every highway, stopover, and scenic route, guiding you from the first turn to the final destination. Our marketing roadmap functions much the same way for our organization, offering everyone—from seasoned experts to new hires—a clear path forward. It charts out our brand voice, target audience, and brand identity, helping individuals from across the organization tell the Bodwé story.
ELEVATOR PITCHES
The marketing roadmap is for any team member who makes decisions on how to market our organization including relevant parties and partners.
Portions of the roadmap, specifically the Elevator Speech, should be shared with all team members to encourage alignment in how we talk about our organization.
HOW DO WE USE THIS DOCUMENT?
Refer to this document when establishing organizational communication, visual identity, and overall marketing efforts.
WHO WE ARE (page 3)
HOW WE’RE ORGANIZED (page 5) THE WORK WE DO (page 9)
ELEVATOR PITCHES (page 10)
WHO WE ARE
Bodwé means to light a fire for someone, and that’s what we do as we design and build, innovate and problem solve, mitigate and manage, restore, and protect. We meaningfully serve others and ignite opportunities for current and future generations.
Bodwé is the Professional Services Group of Mno-Bmadsen, an investment enterprise and wholly owned instrumentality of the Pokagon Band of Potawatomi. Mno-Bmadsen, which means “the good path,” was formed in 2012 to diversify business interests, revenue streams, and wealth for future generations. The Bodewéwadmik people, or Potawatomi, are the keepers of the fire and our name comes from their rich history and language. As a tribally owned family of companies, our portfolio reflects the needs of the clients, communities and cultures we serve. We focus our work on six market sectors, including indigenous, federal, municipal, transportation, developer, and community. We are planners, designers, engineers, scientists, consultants, contractors, project managers, and problems solvers, committed to serving our mission, our clients, and our employees.
CUSTOMER PERSONAS (page 12)
(page 14)
(page 16)
BRAND VOICE
BRAND IDENTITY
MISSION STATEMENT
Our mission is to build sustainable professional service businesses that grow the economy and legacy of the Pokagon Band of Potawatomi.
Our Tribally Owned Structure
The Pokagon Band of Potawatomi has designated a portion of the treasury from their gaming enterprise to be invested in non-gaming investments and companies. MnoBmadsen advances economic self-sufficiency for the Pokagon Band by acquiring wellmanaged companies that generate profits and have prospects for long-term viability. Bodwé is the professional services group under the Mno-Bmadsen umbrella.
Pokagon Band of Potawatomi (Poh-KAY-gahn, Poh-tuh-WAH-tuh-mee)
How We See the World
Mno-Bmadsen
Bodwé Professional Services Group
(Min-OH Buh-MAD-Sin) (Bode-WAY)
Our work is fueled by our shared values. The Pokagon Seven Grandfather teachings instill in us the value of working together to plan for our shared future. Our values are embedded in how we work with and relate to each other, our clients and partners, and our world.
Wisdom | Mbwakawenewen
Honesty | Kwekwadzewen
Humility | Edbesendowen
Truth | Debwewen
Love | Debandewen
Respect | Wdetenmewen
Bravery | Wedasewen
Who We Partner With
While we have roots in the Midwest, our experience spans far from our backyards, reaching across the country, to overseas. Our clients are wide-ranging, and their needs are equally varied. We are pleased to have extensive experience collaborating with:
• Indigenous Communities and Tribal Nations
• Federal Agencies
• Transportation Agencies
• Municipalities and Community Clients
HOW WE’RE ORGANIZED
The Branches of Bodwé
• Healthcare Systems
• School Administrators
• Housing/Site/Mixed-Use Developers
As Branches we are aligned with client delivery and services which positions us to grow, to scale, and to best serve our clients, the Pokagon Band, and our employees.
THE BODWÉ COMPANIES
Some may know us as individual companies, bringing expertise in our disciplines and regions. Our companies are entry points and contract opportunities.
• Seven Generations Architecture + Engineering
• WBK Engineering
• Steelhead Engineering
• Blue Star Integrative Studio
• Bodwe Federal Services
• Bodwe Technology Solutions
• Bodwe Infrastructure Services
But our company brands only tell part of the story: our value is when we leverage our collective strengths and tribal advantages to best serve our clients.
OUR ADVANTAGE
What sets Bodwé apart is the Pokagon Band’s sovereignty and our breadth of industry expertise. As a sovereign entity, we have a unique competitive advantage in the federal small business setaside market, enabling us to scale without losing eligibility for these exclusive opportunities.
Our Value
Bodwé provides value by integrating expertise across the natural and built environment lifecycle—from pre-development and planning to design, procurement, construction, and operations. By integrating expertise across architecture, engineering, construction, and facility management, we deliver holistic, end-to-end solutions that drive efficiency and deliver distinctive outcomes. Bodwé is the professional services group under the Mno-Bmadsen umbrella.
This comprehensive approach differentiates Bodwé in the marketplace and positions us as a trusted partner for clients seeking innovative, costeffective solutions to their infrastructure and facility needs.
CORPORATE DESIGNATIONS
Across the companies that comprise our Bodwé portfolio, we hold a variety of designations. As a result of our size and Tribal ownership, we are able to leverage these designations to best meet the contracting requirements of our clients. These include:
• Tribally Owned Small Business Administration (SBA) 8(a) Certification
• HUBZone Certification
• Indian Economic Enterprise (IEE)
• Indian Small Business Economic Enterprise (ISBEE)
• Small Disadvantaged Business (SDB)
• Minority Business Enterprise (MBE)
• Member of Service-Disabled Veteran-Owned Small Business Joint Venture (SDVOSB JV)
• Member of SBA Mentor/Protégé JV
• Disadvantaged Business Enterprise (DBE) Certification (Illinois and Michigan)
THE WORK WE DO
We are partners in collaboration with our clients. We honor our relationships and work to exceed expectations. We have experts in many niche practices and disciplines, but also work collaboratively to allow our team members to become well-rounded and comfortable working for a variety of clients on a wide breadth of project types and styles, for example:
• Indigenous
• Federal
• Transportation
THE STORY
• Municipal
• Developer
• Community
Bodwé offers professional services in architecture, engineering, infrastructure development, as well as federal consulting services including global logistics, information technology and innovation, and professional support services. We are part of Mno-Bmadsen, the non-gaming entity of the Pokagon Band of Potawatomi. Our mission is to grow the legacy and economy of the Pokagon Band. We do this by growing our business and returning a portion of our profit back to the Band. What sets Bodwé apart is our tribal ownership. Being tribally owned affords us certain advantages, including participation in business development programs such as the SBA 8(a) Program, higher thresholds for sole-source contracts, and participation in Joint Ventures and Mentor-Protege partnerships to help build relationship and technical expertise.
ELEVATOR PITCHES
How We Tell Our Story
The Bodwé story is rich and complex. The following elevator pitches are sample messages designed to support the Bodwé marketing roadmap by tailoring our story to different audiences. While not exhaustive, these examples offer a starting point for consistent, audiencespecific messaging that reflects our mission, values, and strategic goals. They can be adapted or expanded as needed to align with evolving priorities and opportunities.
Media (also called a boilerplate)
Bodwé is the Professional Services Group of Mno-Bmadsen, the non-gaming investment enterprise and a wholly owned instrumentality of the Pokagon Band of Potawatomi. We inspire across the natural and built environment lifecycle—from pre-development and planning to design, procurement, construction, and operations. By integrating expertise across architecture, engineering, construction, and facility management, we deliver holistic, end-to-end solutions that drive efficiency and deliver distinctive outcomes. Bodwé partners with Indigenous, healthcare, federal and municipal government, community and private clients across the country. Learn more at: www.bodwegroup.com
New Client
Bodwé Professional Services Group brings together architects, engineers, planners, and consultants to deliver holistic, end-to-end solutions that drive efficiency and deliver distinctive outcomes across the natural and built environment lifecycle. As part of Mno-Bmadsen, the Pokagon Band of Potawatomi’s investment arm, we serve diverse sectors—federal, municipal, Indigenous, transportation, development, and community. Our unique advantage as a Tribally owned enterprise gives us access to exclusive federal programs, enabling us to scale while providing personal, mission-focused service.
Family Member
Bodwé is part of the Pokagon Band of Potawatomi’s non-gaming business group. Our work supports the Band’s economy and legacy by generating profits that go back to the community. We help design, build, and manage projects like hospitals, roads, schools, and community spaces. We work across the U.S. and abroad with federal agencies,Tribes, and cities, using our expertise and experience to advance and improve across the natural and built environment lifecycle.
Potential Candidate
Bodwé is a growing company that brings together architects, engineers, planners, and consultants to deliver holistic, end-to-end solutions that drive efficiency and deliver distinctive outcomes across the natural and built environment lifecycle. We are part of Mno-Bmadsen, the non-gaming investment arm of the Pokagon Band of Potawatomi. We help Indigenous Nations, federal agencies, and local communities build better infrastructure, spaces, and services. Bodwé has 180 employees spread across 25 states in seven office locations. As a Tribally owned business, we offer a unique mission-driven culture, career growth, and the chance to help shape meaningful projects that serve communities and make a difference.
Potential Teaming Partner
Bodwé Professional Services Group is a Tribally owned, multidisciplinary firm delivering architecture, engineering, infrastructure, and federal consulting services. Our SBA 8(a), HUBZone, and DBE certifications open doors to federal set-aside opportunities, while our diverse portfolio brings technical depth and cultural understanding. We’re a collaborative partner with a strong track record of delivering integrated, innovative solutions that meet federal, Tribal, and municipal needs.
Federal Contracting Officer
Bodwé is a Tribally owned SBA 8(a) firm providing architecture, engineering, infrastructure, and federal consulting services. We are a low-risk, high-capability partner with access to solesource thresholds, Mentor-Protégé JVs, and HUBZone, ISBEE, and DBE certifications. With a national footprint and proven delivery across federal sectors, Bodwé integrates technical excellence with cultural awareness to deliver mission-driven, compliant solutions.
Project Manager at a Local Agency
Bodwé partners with municipal agencies to deliver architecture, engineering, and infrastructure projects that strengthen local communities. We bring the agility of a small business with the depth of a multi-disciplinary team, helping agencies navigate tight budgets, timelines, and public accountability. From environmental stewardship to transportation and community development, Bodwé delivers practical, high-quality solutions.
Pokagon Tribal Council Member
Bodwé is the professional services arm of Mno-Bmadsen, dedicated to growing the Pokagon Band’s legacy and economy by generating profits that go back to the Tribe. We provide architecture, engineering, and consulting services to Tribes, federal agencies, and communities across the US and globe.
Non-Pokagon Tribal Council Member
Bodwé is a Tribally owned professional services group that provides design, engineering, and consulting to Tribes, communities, and federal agencies across the country. As part of the Pokagon Band’s economic development strategy, our work helps grow the legacy and economy for the Tribe, while also honoring Indigenous values and supporting other Native nations through culturally aware, impactful projects.
Real Estate Developer
Bodwé offers architecture, engineering, and infrastructure services with the agility of a small business and the depth of a large firm. As a Tribally owned SBA 8(a) enterprise, we help developers streamline projects by offering end-to-end solutions from planning and design to construction and operations. Our integrated approach ensures cost efficiency, innovation, and a partner who understands how to deliver projects on time and on budget.
Supplier/Vendor
Bodwé Professional Services Group is a Tribally owned, multidisciplinary firm delivering architecture, engineering, infrastructure, and federal consulting services. As a tribally owned enterprise, we bring a strong mission focus, long-term stability, and continued investment in our operations. We partner with vendors who recognize the value of supporting Native-owned businesses and who can grow with us as we expand.
CUSTOMER PERSONAS
Understanding what makes our customers unique helps us determine how we best collaborate with them. On the next two pages, learn about our customers, what motivates them and the challenges they face.
Federal Government Agency
We work with two unique Federal Government Agency clients: The Contracting Officer and the End User, or program manager. The End User initiates the need, focuses on mission outcomes, and seeks innovative solutions. The Contracting Officer provides the contracting mechanism, ensures compliance, and mitigates risks. Bodwé must satisfy both clients simultaneously, offering expertise, reliability, and an easy-to-contract process that delivers high-value results.
FEDERAL GOVERNMENT AGENCY
Demographics
+ Role
Job Title/Role
Contracting Officer (KO)
Influence Level
High; oversees the selection of contractors and partners for major projects
Background
Well-versed in federal contracting regulations, such as FAR (Federal Acquisition Regulations), as well as socioeconomic set-aside programs. Typically manages multiple contract vehicles (IDIQs, BPAs, GSA Schedules)
Reliable Partnership
Seeks consistent, compliant vendors who can offer comprehensive, integrated services
Efficiency + Accountability
Goals + Motivation
Challenges
+ Pain Points
Aims to simplify the procurement process, reduce administrative burden, and ensure projects meet strict federal guidelines
Strategic Initiatives
Focused on modernizing federal operations, integrating emerging technologies (e.g., AI, cloud, data analytics), and meeting goals under constrained budgets
Complex Contracting Environment
Navigating multi-layered federal rules with constant audits and compliance checks
Budget + Timeline Pressures
Must balance multiple project priorities, each with distinct deadlines and fiscal constraints
Risk Aversion
Highly cautious about partner reliability, potential cost overruns, and the scrutiny from various oversight bodies and the public
Job Title/Role
End User – Program or project lead
Influence Level
Medium-High; initiates and justifies project needs, works closely with the contracting officer but does not always control the final award decision
Background
Technical or functional expert in their specific program area (e.g., healthcare, infrastructure, IT, research). Familiar enough with federal processes to collaborate with contracting but primarily focused on mission outcomes
Mission-Centric Results
Driven to fulfill the agency’s mission effectively— whether delivering public services, conducting research, or enhancing internal operations
Innovative Solutions
Interested in forward-thinking approaches (e.g., advanced technologies, cutting-edge design) that can solve complex challenges
Scalable & Sustainable Impact
Looks for solutions that can adapt to evolving mission requirements, budget constraints, and future expansions
Limited Visibility into Procurement
Relies on contracting to finalize vendor selection, which can sometimes delay or alter the intended project scope
Resource Constraints
Must do more with less—often faced with strict budgets, lean teams, or short timelines
Alignment with Agency Mandates
Projects must align with strategic agency priorities, sustainability goals, or cross-departmental initiatives
Demographics + Role
STATE AND LOCAL GOVERNMENT
Job Title/Role
Municipal Planning Officer, Civil Engineer, or Project Manager at state/ local agencies (e.g., Department of Transportation, city planning department)
Influence Level
High; Oversees the planning and execution of community-focused projects, from infrastructure to environmental initiatives
INDIGENOUS SOVEREIGN NATION
Job Title/Role
Tribal Council Member or Development
Agency Liaison for an Indigenous Sovereign Nation
Influence Level
High; pivotal in deciding on infrastructure, community development, and architectural projects
Goals + Motivation
Community Impact
Wants to develop projects that improve local infrastructure, ensure environmental stewardship, and foster community well-being
Cost-Effectiveness
Must justify expenditures to taxpayers, ensuring cost-efficient solutions that still meet quality and regulatory standards
Cultural Preservation
Seeks design and engineering solutions that honor tribal traditions and values
Economic Growth
Aims to develop projects—buildings, infrastructure, or community spaces— that create jobs and enhance communal well-being
PRIVATE SECTOR CLIENT
Job Title/Role
Real Estate Developer, Healthcare Administrator, Educational Institution Facilities Manager, or Housing Authority Director
Influence Level
High; Primary decision-maker or key influencer on construction and design projects.
Challenges + Pain Points
Budget + Funding Constraints
Relies on public funds, grants, and bond measures; every dollar needs to be allocated responsibly
Red Tape + Approvals
Navigating local council approvals, environmental regulations, and public hearings can be time-consuming
Complex Funding Mechanisms
Projects may be funded via tribal budgets, grants, or federal programs, requiring specialized knowledge of each
Trust + Relationship Building Strong emphasis on relationship continuity and community engagement over one-time transactions
Modern Standards + Innovation
Seeks up-to-date design trends, compliance with healthcare or educational regulations, or integrated technology for housing
Brand + Reputation Management
Must deliver high-quality, safe, and efficient buildings or spaces that reflect well on their organization
Budget + ROI Pressures
Needs accurate cost estimates, efficient timelines, and minimal construction delays to satisfy investors or boards
Regulatory Complexity
Healthcare, education, or housing projects might require adherence to strict codes, licensing, or safety standards
BRAND VOICE
A company’s voice is the consistent, recognizable tone and style that reflects its values, personality, and purpose in every communication—both externally with customers and internally with employees. It is shaped by the organization’s core beliefs, culture, and the needs of its audience. At Bodwé, we are called to do more. Through our adoption of the compassionate, respectful, and collaborative values (see more about our values on page 4) of our Pokagon Band ownership, we strive to reflect back our clients’ unique history, needs, and vision for the future.
The Bodwé voice is dynamic yet rooted, reflecting a harmonious blend of forward-thinking innovation, deep cultural respect, and a dedication to something bigger than us. When we speak as Bodwé, we do so with a sense of humble confidence. No one is more important than the other—we listen and understand first. Our tone is approachable and collaborative, inviting others to join in conversation and problem-solving with trust and mutual respect.
Writing the Language
Words matter. In this section, we outline the key words that define and represent our voice, ensuring clarity, consistency, and impact in every message. Identifying carefully selected words, that speak to how we see the world, our values, and our collaborative work style, is another way to reinforce our brand identity. Whether crafting headlines, emails, or product descriptions, this guide will help you infuse our brand’s unique tone and style into every piece of communication.
The words in the first column describe the services and expertise Bodwé brings to its projects. Words in the second column describe our organization’s cultural commitment and the value it provides to our partners. In the third column these are qualities that best describe how we interact with our clients and environment
EXAMPLES
LinkedIn Post
Our innovative team of design and consulting professionals continues to experience remarkable growth. We are excited to be seeking a Coordinator/Architect! This forward-thinking individual will be responsible for producing architectural documents during the schematic, design development, and construction document project phases, while adhering to our company’s architectural procedures, standards, and quality expectations.
As a key member of the Bodwé Building Services Branch, you’ll collaborate with Project Managers to be responsive to our clients’ needs and deadlines.
If you know a qualified AEC professional eager to join a full-service team committed to shaping space and place for Indigenous, federal, and community clients – and the people they serve – please share our open position descriptions (links above) or visit our full career hub on our website. We appreciate your support in helping us build the best team and continue our mission to grow the legacy and economy of the Pokagon Band of Potawatomi!
Expertise Commitment
Creativity
Innovation
Problem-solving
Collaboration
Flexibility
Integration
Integrity
Knowledge
Sustainability
Partnership
Quality
Strategy
Resilience
Well-being Adaptive
Responsible
Bodwé Values
Respect
“Bryan Wilder demonstrates the Bodwé value of Respect. He was proactive in his approach of anticipating roadblocks with the recent technology migration. We ran into a problem on the first day and he was able to provide the instructions we needed to tackle the problem on our own.”
Bryan Wilder
Operations Specialist Support Services Branch
BRAND IDENTITY
Building the Brand Style Guide
To build a memorable brand, it’s all about consistency. The best brands stick in our brains because they are defined by set of graphics, fonts, and colors.
Our brand becomes instantly recognizable, projecting a clear sense of reliability and security, because of the consistent application of these standards. Our brand style guide helps our internal staff stay on the same page and present a unified vision of the brand to the public.
LOGOS
ICONS
TYPOGRAPHY
HEADERS
Sans Serif Pro Regular
Sans Serif Pro Italics
WEB SAFE FONT (EMAIL)
Arial
BODY
Roboto Bold (no smaller than 13 pt)
Roboto Light (no smaller than 10 pt)
Roboto Regular
Roboto Bold
BRAND IDENTITY
COLORS
CMYK 72 | 51 | 94 | 60
RGB 85 | 67 | 23
PMS 5747 C
HEX #2A3A13
CMYK 20 | 56 | 69 | 3
RGB 196 | 126 | 90
PMS 7591 C
HEX #C47E5A
CMYK 2 | 4 | 14 | 0
RGB 247 | 239 | 218
PMS 7499 C
HEX # F7EFDA
CMYK 37 | 17 | 15 | 0
RGB 161 | 188 | 201
PMS 5435 C
HEX #A1BCC9
CMYK 29 | 15 | 31 | 0
RGB 183 | 196 | 177
PMS 5655 C
HEX #B7C4B1
CMYK 58 | 43 | 55 | 15
RGB 109 | 117 | 107
PMS 417 C
HEX #6D756B