GLBM May 2020 Digital Issue

MAY 2020

UNCERTAINTY The biggest symptom of COVID-19 for businesses

IN THIS ISSUE • Businesses, Community Members Step Up to Help During COVID-19 • Advice to Refresh Your Brand and Stay Connected with Your Audience • Local Biopharmaceutical Company Optimistic about Coronavirus Treatment

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MAY 2020 ON THE COVER Businesses, Community Members Step Up to Help During COVID-19................................................... 20 Advice to Refresh Your Brand and Stay Connected with Your Audience.......................................... 22 Local Biopharmaceutical Company Optimistic about Coronavirus Treatment.............................................. 12

MAY 2020

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NEWS

Going ’Nuts for 25 Years.................................................................................................... 6 Colleges, Universities Embrace New Virtual Learning Reality.................................... 8 Compassionate Engagement............................................................................................. 10

FEATURES Visual Breakdown................................................................................................................. 18 Behind the Scenes............................................................................................................... 24 Legislative............................................................................................................................... 26

UNCERTAINTY

Notable Community............................................................................................................ 28

The biggest symptom of COVID-19 for businesses

IN THIS ISSUE • Businesses, Community Members Step Up to Help During COVID-19 • Advice to Refresh Your Brand and Stay Connected with Your Audience • Local Biopharmaceutical Company Optimistic about Coronavirus Treatment

Cover photography by Mary Gajda

Greater Lansing Business Monthly | Volume 33, Issue 5 Greater Lansing Business Monthly is published monthly by M3 Group at 221 West Saginaw Street, Lansing, MI 48933. Periodicals postage paid at Lansing, Michigan USPO. USPS number 020w807.

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NEED H I R I N G HELP NEED HHI R G HELP? HELP? NEED I RIIN NG NEED H I R I N G HELP NEED H I R I N G HELP? NEED H I R I N G HELP NEED H I R I N G HELP? NEED H I R I N G HELP NEED H I R I N G HELP? NEED H I R I N G HELP NEED H I R I N G HELP? NEED H I R I N G HELP NEED H I R I N G HELP? CONNECTING WITH BUSINESS. STRENGTHENING OUR WORKFORCE. camw.org | 1-800-285-WORK

Capital Area Michigan Works! is a proud partner of the American Job Center network. In accordance with the Americans with Disabilities Act, this piece will be made available in an alternative 3 a n s i nWorks! g B u is s ireceived n e s s N w sfrom . c othe m U.S. format upon request to Capital Area Michigan Works! Relay Center. Call 711 or 844-578- 5653 (Voice and TDD). Funding for Capital Area L Michigan in epart Department of Labor, the State of Michigan Department of Health and Human Services, and the Talent Investment Agency. An Equal Opportunity Employer/Center.

COMMENTARY

A COMMUNITY COALESCED Publisher: Tiffany Dowling, tiffany@m3group.biz Vice President of Business Development: Jennifer Hodges, jhodges@m3group.biz Asst. Editor: Mary Gajda, mary@m3group.biz Media Specialist: Carey Jarvis Account Managers: Melissa DeMott Megan Fleming Liz Reno-Hayes Art Director: Mark Warner Publication Designer: Cody Fell Graphic Designers: Lauren Brumbach Matthew McDaniel Chelsey Freedman

It’s still hard to comprehend.

The complete picture of damage and disruption to the business landscape caused by the COVID-19 earthquake may never come fully into view, as aftershocks are likely still to be felt for years to come. The actions and safeguards implemented for the health and wellness of our families, neighbors and communities also exposed some inherent fragility and peril of the business world.

Many business owners – me included – found themselves with backs to the wall and forced to make some truly difficult and sometimes outright unpalatable decisions to help ensure they could continue to carry on and scrape by as best as they could. Doors were required to be shuttered, the once steady cash flow became

a trickle, loyal and valued employees were regrettably and unavoidably dismissed.

Some of these businesses will never return.

The shattering of so many entrepreneurial dreams and community-minded visions is enough to dry up the most resolute strength and extinguish the brightest flames of optimism.

Yet even in the midnight of despair, hope somehow still finds enough light to flourish.

The reaction and response of the business community in Greater Lansing over the past 60 days has been an inspired testament to sacrifice and selflessness. Small businesses on the brink served as shining examples of community support. They rallied around the understanding

Lead Content Editors: Amy Stanton Chris Nagy Communications Specialists:

Classical Music

Kyle Dowling Amanda Fischer

To Fit

Christopher Nagy

YOUR

Adam Lansdell Photographers: Mary Gajda

Style

Matthew McDaniel Videographer: Michael Cagney GLBM Editorial Board: April Clobes — President and CEO, MSU Federal Credit Union Calvin Jones — Government Relations Director, Lansing Board of Water & Light Lisa Parker — Director of Alumni Career and Business Services, Michigan State University Alumni Association Deb Muchmore Consulting — Owner, Deb Muchmore Consulting

Jamie Paisley

weekday afternoons

Jody Knol

weekday mornings

Tom Ruis — Vice President, Fifth Third Bank Doug Klein — Executive Director, Mason Area Chamber of Commerce Mark Hooper — Partner, Andrews Hooper Pavlik

LISTENER SUPPORTED

Diontrae Hayes — Supervisor, Charter Township of Lansing 4

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COMMENTARY

that their neighbors and their customers were suffering too, so they would do whatever possible to aid and comfort in this unprecedented time.

Other businesses quickly reconfigured their organizations and operations to focus their purpose and mission on assisting those who were in the trenches on the frontlines of this battle.

I witnessed many business opportunities seized to offer a new product or service that may have not been revealed otherwise. In addition, the competitive nature that comes with industry all but seemed to vanish overnight as the business community stood in solidarity, stared directly into the ripping eye of the hostile environment and whispered, “We’re still here. We’re in this together.”

That is where I find my strength refreshed.

That is where I find my optimism flickers.

That is where I find my hope flourishes.

We will emerge from this. We might have to rebuild; we might have to restart; or we might have to reimagine. We will emerge smarter. We will be changed. We will be altered. We will be different.

But we will not be defeated.

Tiffany Dowling | Publisher

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NEWS

GOING ’NUTS FOR 25 YEARS Lansing’s minor league franchise hits quarter-century mark

BY RICH ADAMS

Lansing baseball fans were all set for the start of a special Lansing Lugnuts season in mid-April. It was going to be a grand season of celebrating the team, which had its first home opener 25 years ago in what was then Oldsmobile Stadium.

Scott Keith, president of the Lansing Entertainment & Public Facilities Authority that oversees management of Cooley Law School Stadium, said the delay has prevented basic ballpark preparation.

Unfortunately, “play ball” turned into “stay home” because of the coronavirus pandemic known as COVID-19. At the time of this writing, the question of a 2020 season, as well as other planned summer events, was up in the air.

“All events through April 13 have been canceled or postponed. The pandemic has also delayed the de-winterization of the stadium,” Keith said. “Currently MLB and MiLB have not provided a definitive date on opening day.”

With the delayed season opener, fans are getting a taste of what life in downtown Lansing was a quarter-century ago before the minor league Class A team arrived on the scene.

As part of the 25-year anniversary, the front office developed a new logo celebrating the team’s long stint in Lansing. Parsons also said fans had a voice in what four Lugnuts from the team’s history should be commemorated. The GM said an online vote took place in March and the quartet of former ’Nuts and giveaway dates are:

At that time, city officials prioritized building downtown Lansing into an entertainment magnet, and the ballpark has proven to be a strong current of fun.

Lugnuts General Manager Tyler Parsons said the stay-at-home order was issued long before players reported to the Lansing clubhouse.

“They were not in Lansing yet and were down in spring training,” Parsons explained.

“On our end, we understand that public health and safety is the paramount priority, and we support any decision when the time is right. We’ll be ready for baseball.”

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• Bo Bichette, June 6 • Noah Syndergaard, June 19 • Mark Prior, July 17 • Vladimir Guerrero Jr., Aug. 8 The stadium proved to be a key element to the downtown entertainment scene. Other businesses popped up around the stadium as well as condos and apartments.

Lansing Mayor Andy Schor commended the positive effect the team and stadium have had on the city.

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“The city of Lansing stands strong in support of the Lansing Lugnuts,” said Schor.

“The investment to bring the Lugnuts to Lansing more than 20 years ago has had a tremendously positive impact on our community. People of all backgrounds and identities continue to join together at games to cheer our hometown baseball team to victory. Not only do the Lugnuts provide affordable, family-friendly fun for our residents and visitors, they also drive positive economic impact in downtown Lansing.”

Keith emphasized the stadium is not only for baseball fans, as many festivals and celebrations are staged there.

“The Common Ground Presents concerts planned for July 10 and 11 are still currently scheduled,” Keith said. “We at LEPFA believe people will be ready to get out and continue on with planned activities once the pandemic has subsided.” Keith said. “Events are still planned starting at the end of April at the Lansing Center, the Lugnuts and stadium events. We at LEPFA believe people will be ready to get out and continue on with planned activities once the pandemic has subsided.”

Tom Trumble said he has been a Lugnuts fan from day one and enjoys baseball at Cooley Law School Stadium.

“I had an interest in the team from the start. It was exciting and a good opportunity to go out and see a good caliber of baseball,” Trumble said. “I just like the baseball atmosphere. The food and everything else are secondary.”

He’s also seen Lugnuts who go on to play in the majors, including recent MLB recruit Guerrero, who was called up from the Lugnuts by the Toronto Blue Jays in April 2019.

“It’s fun over a course of a season to see who develops,” Trumble said. “The only downer is … players like Vlad Jr. who are gone after half a season, and I was really getting into watching him.”

Now a freelance writer, Rich Adams was a print and broadcast journalist for more than four decades. With baseball on hold, he is spending time in the kitchen reconnecting with cooking and baking.

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NEWS

COLLEGES, UNIVERSITIES EMBRACE NEW VIRTUAL LEARNING REALITY

Students move forward during pandemic by shifting to online course delivery

BY EMMA C. JOHNSON

Developments concerning the COVID-19 pandemic are occurring hourly. Interviews for this article were conducted between March 27 and April 6 and should be taken in context.

With COVID-19 making large gatherings a threat to public health, staying home and social distancing is a necessity for nonessential workers. Gov. Gretchen Whitmer issued a stay-at-home order through April 30 to help “flatten the curve” and keep Michiganders safe.

For colleges in the Lansing area and beyond this means learning technology and creatively delivering course material.

Faculty and students are rapidly figuring out ways to teach and absorb material online in new methods as they work from home.

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NEW TECHNOLOGIES AND METHODS OF INTERACTION “Professors are using various techniques and platforms for delivering content — some are recording lectures and making the content available to students to consume on their own time, and others are conducting lectures during their normally scheduled course time,” said Michigan State University deputy spokesperson Dan Olsen.

Many classes are being taught with Zoom.

Lectures are synchronous communication, meaning the instructor and students can see each other and students can ask questions in real time. Other instructors are using asynchronous teaching methods, including recording videos using Kaltura and posting

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them online for students to view on their own.

The difference between asynchronous and synchronous teaching methods are that asynchronous methods students allow students to ask questions in real time and instructors can’t read body language to know if students are absorbing the material. However, asynchronous teaching methods provide more flexibility for students to learn at their own pace.

Olsen said MSU faculty are using Zoom, BlackBoard Skype, D2L,WebEx, Google Docs, Open Learning Lab, open educational resources, Kaltura recording lectures, YouTube, third-party tools and phone calls to facilitate learning in spite of the pandemic.

“Faculty are using every tool they can find,” said Sally Welch, Lansing Community College provost and senior vice president of academic affairs.

NEWS

GETTING CREATIVE Some courses translate better than others.

Faculty can use technology to stream lecture videos and can use learning platforms to facilitate small discussion groups like in class. Hands-on learning, such as science labs and hands-on health care experiences, is tricky. But professors are doing their best.

“A physics faculty member did live physics demonstrations in his home so that students could collect data and work in teams to complete lab reports,” said Welch.

MEETING CHALLENGES The sudden move to online teaching has been a challenge, but college and university administrators are confident faculty, students and staff are stepping up.

“As a residential college that prides itself in individualized, relationship-based education, moving most students away from campus and into a remote learning environment has been challenging,” said Olivet College Provost Maria G. Davis.

“I am very proud of our faculty and our students,” said Davis. “The faculty and students are taking our admonition to be patient, be kind and be flexible — both with oneself and with others — to heart, and it seems to be helping.”

“We have been impressed by how our Spartans have risen to the occasion in such unprecedented times,” said Olsen. “In the face of adversity, they have found many ways to press forward.”

RETURNING TO AN IMPROVED NORMAL Most colleges are anxious to return to face-toface instruction and value in-person interaction.

However, the coronavirus pandemic has forced colleges to embrace technology and learn things they wouldn’t have otherwise.

While face-to-face education will resume after the curve has flattened, education officials agree that the difficult circumstances have provided an opportunity to explore creative ways to help students learn, which could augment in-person teaching in the future.

“Once we get through this, I know our college will not operate as we did before,” said Welch. “I think we have proven to ourselves as a college that we can effectively teach online and be able offer more services to more students remotely. However, we

have to be very cognizant that online learning isn’t always the best environment for students.

I think we will take what we have learned about ourselves in this process and develop college that is ready for all types of learners.”

“There’s always something to learn from these extraordinary times. When we are in a better shape as a country — in terms of this pandemic — MSU will be able to return to in-person courses and hybrid courses,” said Olsen.

Emma C. Johnson is a writer based in Midland, MI. She has written for the Midland Daily News, the Delta Collegiate, and Great Lakes Bay Regional Lifestyle Magazine, among others. She studied English at Rutgers University— New Brunswick and holds a B.A. in English from the University of Minnesota—Twin Cities.

“We will go back to face to face, but I believe we will use our learnings to become better,” said KayDee Perry, Olivet College assistant professor in health and human performance and faculty senate president.

“Watching our community grow and learn together through this time is refreshing. I am eager to see how we use this experience to enhance our traditional, relationship-centered learning programs when we return to campus,” she said.

“Given some time, we will probably be thankful to have had the impetus to become more technologically savvy,” said Davis.

DART DIFFERENCE MAKERS! HONORING BUSINESSES THAT ARE FINDING UNIQUE WAYS TO MEET OUR REGION’S NEEDS. Lansing MedTech Advisory Group From sourcing N-95 masks to the production of ventilator components, bringing business leaders together.

Holt Public Schools Meeting critical needs using 3D printers to make medical shields.

Sparrow Foundation Unwavering gratitude for the community’s generosity & support during these challenging times.

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NEWS

COMPASSIONATE ENGAGEMENT Coleman addresses needs of the vulnerable as new department lead

BY LAURA MICHELS

Kim Coleman, the new city of Lansing human relations and community services department director, realizes the weight of the role she accepted. Coleman’s team is responsible for helping to meet the needs of some of the city’s most vulnerable residents and communities.

“I think it’s an awesome opportunity,” said Coleman.

That opportunity may carry even more responsibility in the wake of the ongoing COVID-19 pandemic.

“I see our job as helping to facilitate the process of finding assistance and solutions for our residents wherever it is necessary,” she said.

Coleman replaces Joan Jackson Johnson, who retired after a Plante Moran audit revealed conflicts of interest in how she allocated the approximately $1.6 million set aside annually to serve the needy in the community.

Coleman 10

As part of her role, Coleman will allocate the 1.25% of Lansing’s general fund dollars set aside for basic human services.

“We’re proud of the fact that we put aside some dollars for those in need in the city of Lansing,” said Lansing Mayor Andy Schor.

“We are unique in doing that and proud of it, and this department will lead that effort.”

The new budget doesn’t start until July.

In the meantime, Coleman is working on shoring up staff and working on ways to identify community needs and resources.

“We are figuring out how we can help be a part of the various coalitions that are working together to help meet the many different needs in our community,” said Coleman.

Some of that work includes collaborations with groups that help feed the hungry, give away book bags and keep the homeless sheltered.

“We have staff that is working on that issue.

Their goal is to make sure that those people are not out on the street,” she said.

Coleman previously worked as an executive director for the Grand Rapids Bar Association, the Single Parent Family Institute and the downtown Lansing branch of the YMCA. She also chairs the Ingham County Department of Human Services board of directors.

Coleman said she has valued the opportunity she’s had to impact many lives throughout her

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career. She said she has been inspired by many of the organizations and people she’s worked for and with over the years, but one story in particular sums up her passion for her career.

“While I was heading up the downtown Lansing YMCA, a boy’s troublesome behavior was on the verge of forcing his removal from the organization,” she said. “But then when I got a chance to meet him and his family, I realized how much he needed the Y. To this day when I see him, it just warms my heart because he’s done so well and he tells me frequently, you know, the impact that the Y had on his life. Those kinds of things, for me, makes it worth getting up in the morning.”

Coleman knows the city may not be able to reach everyone, but she said she subscribes to the idea that efforts are worth it even if they only help one person.

“It’s the reason why a whole lot of us keep coming back,” she said.

Maybe now, more than ever.

Laura Michels has worked as a television, radio and print reporter.

She believes media at its best can connect, teach and inspire.

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NEWS

LOCAL BIOPHARMACEUTICAL COMPANY OPTIMISTIC ABOUT CORONAVIRUS TREATMENT

BY AMANDA FISCHER

Public health officials around the U.S. are predicting a second wave of the deadly novel coronavirus outbreaks later this year, and local biopharmaceutical company Emergent BioSolutions is optimistic about having coronavirus therapeutics available by then.

Emergent BioSolutions President and CEO Robert G. Kramer Sr. said the company decided to work on combatting COVID-19 because public health threats are its specialty.

“For 22 years, we have been focused solely on providing solutions to very complex public health threats,” Kramer said. “It’s natural because of the focus of this threat, the way we organized 12

our business and our mission of protecting and enhancing lives; this is a perfect example of what we’re made for and how we built the business.”

Although the company is in the process of developing COVID-19 vaccine and therapeutics, the therapeutics are slated to be ready for public use later this year, he said.

The therapeutic treatments are being developed based on Emergent’s decades-long work in the hyperimmune plasma space, Kramer explained. The company has licensed six products with the U.S. Food and Drug Administration using the same technology.

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He noted the company will use that technology and apply it to the COVID-19 virus. The company plans to create a treatment that will be made available to health care workers and patients exposed to the virus. The therapeutics will be a rescue therapy to save the lives of those who are sick and dying from the effects of the coronavirus.

Kramer said Emergent expects to be in a phase-two clinical trial with its therapeutics in early summer. This phase will determine whether the therapeutics are safe for humans and if they meet their intended results.

“We expect that to be a fairly short clinical trial because of the long history of safety

NEWS

and efficacy that we have on the technology platform,” Kramer said. “We’ll know very quickly on the therapeutic treatment.

“We are confident that it will demonstrate that it is safe and effective in neutralizing the COVID-19 virus and offering very quick and immediate protections in humans,” he added.

Once the therapeutics prove safe and effective in phase two, Kramer said Emergent will work with the FDA to get its consent and approval to make the treatment available to patients under some type of compassionate-use protocol or an emergency-use authorization protocol.

“This is going to happen pretty quickly on the treatment side,” he said.

He said with a second wave predicted for later this year and a vaccine still up to 18 months away, the therapeutics and testing for COVID-19 will be crucial to the survival of some who fall ill.

“This could be the only thing that saves their lives. So, success means saving lives,” he said.

Although Kramer said the bulk of the work on the COVID-19 therapeutics and vaccine are being done in some of Emergent’s other eight locations, the Lansing operation is crucial to the development of the therapeutics and vaccine. He said the Lansing operation’s work supports critical parts of the process, including the supply chain and making sure raw materials are available to the sites developing the COVID-19 treatments and preventatives.

Holding tanks used in the manufacturing process at Winnipeg, Manitoba facility

“As many businesses are shutting down and not having employees come to work every day, we are continuing to operate our business as best we can because we’re serving the needs of our patients and customers with very unique live-saving medical countermeasures and products,” Kramer explained.

“We have now added at least four additional initiatives around COVID-19, so the work that is being done in Lansing every day is critically important,” he said. “I would just like to find a way to thank and recognize our team for their continued contribution under these really difficult times. Our success is a result of their hard work and commitment.”

Amanda Fischer is a communications specialist at M3 Group. She likes reading, watching movies and playing games in her free time.

Scientists work to analyze samples in an Emergent lab La

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UN CER TAIN TY

The biggest symptom of COVID-19 for businesses

BY ALLISON SPOONER

From family-owned sweet shops to convention centers, no one in Lansing has remained untouched by the economic fingers of COVID-19. No matter their size, there’s a popular new phrase all businesses are using about their financial futures: “I don’t know.”

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Even businesses deemed essential are feeling the strain of customers staying home. For many, the last few weeks have been a tempest of changing circumstances and challenges, and the next few weeks hold more of the same.

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ESSENTIAL DOESN’T GUARANTEE BUSY Even without the designation from the state, Preuss Pets in Lansing’s Old Town knew it was an essential business.

Despite remaining open, the shop is feeling the strain of the virus. Sales are down substantially for the family-owned pet store even though, operationally, store manager Kirbay Preuss said they are busier than ever.

“It feels busier and requires more energy,” she said, “But from a profit standpoint, it’s low.”

The store is closed to customers, but Preuss Pets is still providing essential items to pet owners in the Greater Lansing area.

“There is nowhere else to go for exotics in the community,” said Preuss. “It’s not just about your dog or cat, but birds, fish, reptiles and everything they need. We provide essential services and supplies for those with exotic pets.”

Despite the need for those items, the long hours put in by Preuss and the team are more an indicator of the dedication to their customers than their sales numbers.

This same is true for Groovy Donuts in East Lansing and Williamston. Although it was allowed to keep serving customers, the term “essential” does not equate to sales.

Owners Andrew Gauthier and Monica Lucas noticed a change in their sales when the schools closed. The weekend after, Gauthier said they experienced a 50% drop in sales.

“People saw the severity of the situation,” he said. “Everyone hunkered down that weekend.”

Once the stay-at-home order took effect, the business lost its large orders for upcoming weddings and large community events.

When Gauthier and Lucas decided to apply for a Lansing Economic Area Partnership grant for small-business relief, they figured a little community support could help their chances. Lucas posted a video to Facebook asking the community to write letters or share their support for Groovy Donuts.

“We received a few hundred letters and emails and pictures from kids,” said Gauthier.

“The response, regardless of the outcome, was a huge morale boost for us.”

The support helped, and Groovy Donuts not only received a $10,000 grant but the public showed up and sales spiked for about a week, putting the business at only 40% less sales than average.

“It’s done a lot to keep things going financially,” Gauthier said of the boost in sales. “We weren’t expecting it.”

The $10,000 helped ease the tension but, “it doesn’t even cover one month of payroll,” he added. “We don’t want to diminish the help, but it’s a fraction of what we may need before this is all said and done.”

BEYOND DOING BUSINESS: AN ECONOMIC INDICATOR “I don’t think everyone understands the true economic impact to our region,” said Scott Keith, president and CEO of the Lansing Entertainment & Public Facilities Authority.

Groovy Donut owners Andrew Gauthier and Monica Lucas

While small businesses and restaurants continue to do what they can to serve customers, the Lansing Center, one of LEPFA’s three event facilities, is completely shut down. Since the order that halted events of 200 or more, it has lost a little over $1.5 million in revenue.

“There was an immediate impact,” said Keith, adding that he hopes organizations will reschedule at a later date, but no one knows what that date will be. “We have things booked on May 1, but we’re just waiting on the next order. … When events here are canceled, there’s a huge economic impact. It means people aren’t staying at hotels or eating at restaurants or using our gas stations.

“We help support so many other positions in our community,” he continued. “One million to us is about $4 million to $5 million in revenue to the community.”

A NEW NORMAL Even as some businesses continue to function, business is definitely not business as usual — and there is no indicator of when, or if, it will return.

For Preuss, the day-to-day schedule involves constantly finding new ways to answer customers’ questions and get them the supplies their pets need.

“We’re so service-based that we’re needing to find new ways to connect,” said Preuss.

The team is answering questions through email, text and Facebook Messenger, and they are using Zoom to facilitate “face-to-face” interaction with customers. They have staff at the store caring for the animals and are in touch with state representatives and city council members in order to stay on top of the situation.

“We’re preparing for a few more weeks, maybe longer,” said Preuss, but she’s aware that practices they are putting into place now could become a new normal. “This whole experience will change consumer buying habits to the point where we might have to keep some of these elements in place even after things pass.”

Both the Lansing Center and Groovy Donuts are preparing for a slow slide back into normal as well and are looking at what they can do in the meantime. Keith hopes that with the weather changing, LEPFA could get a special designation to open Groesbeck Golf Course if it enforces social-distancing and put new guidelines in place.

“We would need to limit interaction, only let two people tee off at a time, we couldn’t allow golf carts,” he said. But limited activity is better than none, especially because even when it is allowed

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to resume normal operation, Keith said it won’t bounce right back. “We would need to get people inside to fix up the building, decide how many staff to bring back, get a diagram to the fire marshal. … We can’t just be ready the next day.”

Gauthier noted that Groovy Donuts would face similar problems: “We would have to open back up gradually. We would start building staff back up based on what we can afford.”

PREPARING FOR THE FUTURE As businesses look to an uncertain future and to resources being offered in order to simply get by, there are things they can be doing to prepare for the future economic impact of this pandemic.

Sarah Jennings, director of strategic initiatives and community engagement at Lansing-based accounting firm Maner Costerisan, said that this whole situation should be a wake-up call.

“We thought everything was fine, and it isn’t. It’s difficult to see the impact of this even five months down the road,” she said.

“We’re all in this together, so the more we can communicate, the better. … Don’t get anxious and stop communicating because you can’t pay. Set up payment plans when possible and offer them to your customers.”

Lansing Center Leavenworth River

She said it’s better to get paid gradually than not at all. Jennings knows the assistance available might seem limited, but the biggest goal is to keep people working or getting paid.

“We know businesses don’t have the volume of work, but we want them to keep paying employees even if they’re not working,” she said.

Yet as much as they know they should, many businesses can’t look too far into the future when the everyday is so uncertain.

“As an essential business working on the front lines, we’re just now trying to catch up with the reality of what the economy might do in the future, Preuss said. “When that comes, we will deal with it.”

Allison Spooner is a writer, storyteller, copywriter, marketing content creator and communicator.

She uses her communication and creative writing skills to articulate the stories and messages that businesses can’t express themselves. She has been telling the stories of businesses across the state of Michigan for 10 years. You can find both her professional and her creative writing on her website, allisonspoonerwriter.com and follow her musings on Twitter @allyspoon.

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RISING TO THE CHALLENGE Communities band together to aid, inspire during pandemic

BY CHRISTOPHER NAGY

The unknown and unfamiliar can strike resonant notes of fear and panic that expose some of the worst of human character.

In the days and weeks immediately following COVID-19 being declared a pandemic, our new reality brought with it elevated levels of shared anxiety and unsettled disquiet that manifested itself in everything from panic buying to an uptick in racist and xenophobic aggressions against people of Asian descent.

Although the poor reactions of the few could be disheartening, those tinny responses were swallowed up and drowned out by chorus after chorus of symphonic examples showcasing the best of the human condition.

In times of crisis, heroes don’t step aside; they step up.

While many were still reeling with health, employment and financial fallout from COVID-19, the stories of basic decency and the championing of the greater good emerged.

The Greater Lansing region has not been a 20

stranger to acts both large and small of kindness and caring in the face of calamity. The local undertakings have been as inspirational as they are myriad and storied. However, the gracious altruism and the outpouring of connectiveness serve to reflect and remind of the best in us all.

“This is uncharted territory, and we don’t know how long the pandemic will go on,” said John Foren, spokesperson for Sparrow Health System. “As a result, we’re being very creative about finding resources from our many partners.”

HELPING THOSE IN HEALTH CARE

Foren noted that Sparrow staff was holding up well under trying circumstances, but counseling services were made available to those who needed it. As for the response from the public, Foren said the community has always been in Sparrow’s corner.

The health care community found itself as the face of the pandemic as hospitals and emergency rooms quickly filled with patients suffering from the deadly novel coronavirus.

As beds filled with patients needing constant care, medical professionals already under immense stress were dealt with another blow: precious medical supplies were dwindling.

As a counterbalance, the Sparrow Foundation set up a Challenge Response Fund where community members donate supplies. Within a five-day period, the foundation collected more than 110,000 items — from masks and gowns to gloves and hand sanitizer.

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“We’re not surprised at the response from the community because they have always stepped up to support Sparrow and the health care needs of mid-Michigan,” he said.

SUPPLYING THE NEED AND NECESSITIES One of the more unique contributions to aid the health care field came from Mason Trailer Rentals.

FEATURE

Owner Sam Chrome put out a call on Facebook offering the use of campers for health care workers who felt the need to shelter away from their families to avoid exposing them to the virus.

“The response has been overwhelming from people in all fields,” he said. “We have received messages from individuals that I have never met. I honestly didn’t know the extent of the fear and stress that health care workers carry on a daily basis. I wish we had more campers to help more people.”

a GoFundMe page to pay for the creation of medical masks using 3D printing technology.

Roughly 200 printers across the state each churned out two to three masks per day.

“It was a project that I thought we could push while my business is shut down,” she said.

“I had an option to curl up and worry about what is going to happen to us over the next few months and if we are going to survive, or I can get the focus off myself and see what solutions I can provide. The response we have gotten shows me that I made the right choice.”

Chrome downplayed the gesture, even as his own livelihood was suffering.

GETTING STUDENTS BACK IN THE SADDLE

“Our business is stagnant, and the cancellations come in on a daily basis,” he said. “Due to the nature of the situation, we plan to refund all deposits. Typically, our deposits are nonrefundable; however, we didn’t feel it would be the right way to conduct business.”

Donations also helped another group that were adversely impacted by the stay-athome order. With schools closed, students who rely on the educational system for nutritional needs were going without.

Setting aside personal financial concerns for something larger was instinctive to many business owners, including as Melissa Rabideau, founder and owner of tinkrLAB in Okemos. Using a partnership with East Lansing Public Schools, Rabideau helped create

“We began to worry about all the children that rely on the school for their food,” said Travis Stoliker, who owns Saddleback with Matt Gillett. “We wanted to do something to help, so we decided that we would allow our customers to purchase a kids’ meal for $5 and we would donate the meal to a child in need. … It was really rewarding to serve more than 400 kids in need in the Greater Lansing area.”

Even as the razor-thin profit margins of restaurants took a huge hit with the closing of seated service, Stoliker said showing care and compassion for the needs of others comes with being a part of a larger community.

“We are all in this together. We have an incredibly strong customer base that is very supportive,” he said. “This community means a lot to us. We wanted to do what we could to give back.”

Christopher Nagy is a graduate of Eastern Michigan University and has more than 20 years of experience in journalism. He rarely misses a Motor City Comic Con or Michigan Renaissance Festival.

Saddleback BBQ began collecting donations to provide students with free meals, even challenging fans at both the Lansing and Okemos locations to best one another in the number of meals served.

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FEATURE

GETTING BACK OUT THERE

How to approach refreshing your brand and connecting with your audience

BY ADAM LANSDELL

Business owners have a lot on their plates.

Sometimes, maintaining a business’s brand can be a bit too much to swallow when it’s accompanied by getting through the dayto-day of business. Long periods of putting your brand on the back burner can leave your business underfed in a competitive landscape.

With businesses of all shapes and sizes currently shuttered to prevent the spread of COVID-19, now is the perfect time to invest in nurturing the foundation of your business — your brand — back to good health.

How do you revitalize a brand that’s gone stale? More importantly, when the crisis is past, will your table be set and ready to welcome your customers back with gusto?

THINK LIKE YOUR CUSTOMERS Revitalizing your brand should always begin with your customers. Ask yourself: What makes your business special? Is it your customer service, is it your products, is it your brand persona?

Why do your customers keep coming back?

By reconnecting with what’s important to your customers, you can develop brand messaging that speaks directly to them. Knowing why they’ve stuck around as loyal customers or, just as importantly, why you’ve failed to keep their attention is a vital step in knowing how to refresh and grow your business.

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FEATURE

• Social Media. Social media can be a tool for

every industry since social media platforms are digital sharing spaces for audiences and communities of all shapes and sizes.

Social media can be a great way to develop an audience if you’re starting fresh, and it provides you with unlimited opportunity to speak with your followers. The key with social media is to be there — social media is 2020’s water cooler. Participate in the conversation with your customers in those spaces.

• Blogs. Blogging is still a great way to keep

your business communication relevant, and it can be easy on the budget. Ask your staff to use their expertise and opinions to create materials and information accessible to the public on your website. In doing so, you can position your organization as a thought leader within your industry. In addition, you can create great content that can be distributed not only through your website but also through social media, newsletters or influencer marketing campaigns.

• Public and Media Relations. Your

business is part of many communities the media is covering. Media relations relies on establishing relationships with

journalists and understanding how your business or organization fits into stories they’re likely already telling. Consider the media another audience group within your plan. How can you adjust your messaging or amplify your brand’s actions to be something that would catch the media’s (and their audience’s) attention?

There are a so many ways to get back out there and reengage your customers and communities.

Your own will, creativity and the sky are the limits. Start with understanding your brand’s unique position and messages, and work from there to develop the story you want to tell to move things forward. Take some time now to make decisions that will guide your brand back into the spotlight and in front of an audience that is craving more.

Adam Lansdell is a Grand Valley State University alumnus and currently a communications specialist with M3 Group of Lansing.

With a passion for all things creative it comes as no surprise that he’s also a musician, movie buff and graphic designer. Adam spends his downtime biking and spending too much of his personal income on concert tickets or vinyl records.

MAKE IMPROVEMENTS AND ADJUST YOUR APPROACH Business is always about constant improvement.

Now is a great time to explore your business’s weaknesses and use your insights to inform decisions about what to improve for this new chapter. Perhaps your brand’s logo is dated and doesn’t resonate with your audience the way you intended. Perhaps your business has changed over the years — and with it your audience — making way for new messaging.

Maybe your website hasn’t been updated in a long time and your customers aren’t having the user experience they need to come back for more. Whatever it may be, look at what will help improve your brand’s clarity in the marketplace.

GET OUT THERE Now that you’ve developed a new understanding of your organization’s value to its customers, outlined goals and opportunities, and given your brand that TLC it deserves, you’re ready to reintroduce it to the world.

Here are a few ways you can start getting your brand back out there and what you should consider when doing so.

Pictured left to right: Patty Barnas, Jennifer Marsh, Melanie Squires

Commercial Banking • Treasury Management fnbmichigan.com 330 Marshall St. Suite 200, Lansing | 517.319.8000 La

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BY TERESA FRITH

LARRY CUSHION TROPHIES Sports teams, clubs and organizations have relied on Larry Cushion Trophies in Lansing to help them celebrate successes for more than 60 years.

Lauree Cushion and her sister, Lee Ann, have been running one of the area’s oldest multigenerational businesses for 20 years. Greater Lansing Business Monthly spoke with Lauree to learn more about running the business as well as her thoughts about playing a part in so many celebrations.

HOW DID YOU GET INTO THE BUSINESS OF MAKING AWARDS AND TROPHIES? Our business was established in 1958 by our parents, Larry and Luella Cushion, as part of 24

their sporting goods business. They owned and operated it continuously until January 2000 when our mother passed away. At that time, we made the decision to continue operating the business with the help of dedicated staff and family members.

HOW DOES IT FEEL TO CREATE THE AWARDS THAT BRING SO MANY PEOPLE SO MUCH PRIDE? It feels wonderful to be able to contribute our customers’ happiness and to the happiness of the people who receive the awards we have created especially for them. From sports trophies to employee recognition plaques, race

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medals, friendly family competition awards and more, we know we are part of making something that people can treasure for years.

HAVE THERE BEEN ANY NEW TRENDS IN THE AWARDS DESIGN STYLES? There have been many changes in our awards since the business began, including the transition from hand-engraved awards to computerized engraving using software that allows us to customize awards in whatever style the customer chooses. Our awards have evolved from wooden trophy bases and plaques with metal figures to a lot of other options including plastic, resin, crystal and acrylic.

BEHIND THE SCENES

WHAT QUESTIONS DO YOU ASK CUSTOMERS WHEN TRYING TO COME UP WITH AN AWARD DESIGN FOR THEM? We ask them to give us as much information as possible about how they wish to honor the recipient of the award. Our engravers are especially good at designing plates to reflect whatever the customer wishes to say.

WHAT KIND OF CUSTOM ENGRAVING AND DESIGNS DO YOU DO? Our engravers are skilled designers with many years of experience who can create beautiful, meaningful awards tailored to each customer’s needs. In addition to engraving trophies and awards, they can personalize jewelry, unique gifts, keychains, ornaments, watches and more.

WHAT DO YOU LIKE BEST ABOUT YOUR JOB? IS THERE ANY UNIQUE AWARD CREATION STORY THAT REALLY TOUCHED YOUR HEART?

Teresa Frith is a Navy veteran now residing in Nashville, Mich.

She's been writing and editing as a freelancer since retiring from the Navy in 2011, where she was a military journalist. She holds a BA in English from Western Illinois University. Her hobbies include reading, writing and working to help stray and feral cats.

We love being part of peoples’ lives on a very personal basis by creating physical manifestations of their accomplishments and contributing to their happiness. It is gratifying to be able to sometimes see the recipients receive our awards at local sporting events or have their accomplishments featured in publications such as the Greater Lansing Business Monthly magazine.

We are proud to give back to our community by providing medals and awards for competitions that are fundraising events for organizations or for a family honoring the loss of a loved one.

We are also proud to be one of Lansing’s longest continuously operating family businesses and a woman-only owned business since 2000.

Larry Cushion Trophies is in the Frandor Shopping Center in Lansing. For more information, call (517) 332-1667.

We’d like to join our voices with others in thanking the many of you who are essential to the workforce on a daily basis. Whether it’s those in the health fields, the sanitation workers, delivery truck drivers or food industry workers, from the bottom of our hearts we are grateful.

Stay up-to-date with NAI on our news page naimidmichigan.com/news

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THE LANSING CHAMBER IS HERE FOR YOU

BY STEVE JAPINGA

The Lansing Regional Chamber of Commerce understands the insurmountable stress that our business community is currently under as a result of the COVID-19 crisis. Navigating through an unknown landscape, researching and applying for loans, and unexpected disruption to our daily lives has undoubtedly created a unique set of circumstances that challenges us all.

The chamber is here for you today and as we move forward. Below are initiatives and activities the chamber team has worked on to continue to relentlessly help our members connect, grow and thrive during this unprecedented time.

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COVID-19 RESOURCES

SURVEYS

Staff has put together a COVID-19 resource page on our website that is updated around the clock and provides valuable resources and information for businesses and organizations, including:

Chamber staff has been using surveys to assess COVID-19’s impact on the Greater Lansing region. This feedback from members and the local business community has been extremely helpful in how we are communicating with them as well as advocating on their behalf with state and federal officials. It has also assisted staff in providing valuable content for our newly created webinar series.

• Important state and federal updates • Open-for-business section • Business partner resources • Business continuity resources • Unemployment • Best practices • Health resources

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LEGISLATIVE

WEBINAR SERIES

#SHARETHEGOOD

Since several of our events have been postponed and rescheduled, our events team transitioned and established the chamber’s webinar series. These webinars are focused on providing important content and information for our members to utilize for their businesses or organizations. The chamber has offered the following webinars to date:

The chamber launched the #ShareTheGood campaign, which highlights local businesses that are working together to assist other businesses and organizations in our community during the COVID-19 crisis.

• Coronavirus and Employers/Employees:

With the COVID-related closures happening throughout our region, state and country, businesses have taken to the digital world to connect with their clients and promote their valuable services. The chamber launched the “Plan Your Week” communication. This communication is sent out Sunday evenings and helps businesses plan their week of engagements by promoting the upcoming week’s webinars, virtual networking opportunities, business resources and more.

New Environment Under Families First Coronavirus Response Act

• U.S. Chamber Coronavirus Aid, Relief and Economic Security, or the “CARES Act”

• Continuity of Business — Key Steps

to Sustaining Your Business Through a Pandemic/Crisis

PLAN YOUR WEEK

Please know the Lansing Regional Chamber of Commerce is here for you, and we’re here to support our business community to make sure we emerge from this crisis stronger than ever. As we continue during the difficult days and weeks ahead, feel free to reach out to our organization for guidance and support. Now, more than ever, we must stick together.

Steve Japinga is Director of Government Relations for the Lansing Regional Chamber of Commerce. He is responsible for developing and managing the Chamber’s policy priorities as well as monitoring local, state, and federal issues that may impact the business community and the Greater Lansing region. He is a graduate of Michigan State University and lives in Lansing with his wife Katherine and dogs, Charlie and George.

• COVID-19 and Health Care Coverage • Cybersecurity and Data Protection Plan • Stay Local. Stay Connected.

• Maximize the PPP Loan

ADVOCACY The chamber serves as the voice of business on important issues and policies that impact the business community. Our advocacy team has taken the following action to date:

• Advocating for federal relief programs such as the Paycheck Protection Program and Economic Injury Disaster Loans

• Virtual roundtables/tele-town hall meetings

with Michigan U.S. Reps. John Moolenaar, Elissa Slotkin and Tim Walberg addressing the concerns from businesses and organizations.

• Continuing to hold our monthly virtual

business roundtables. These roundtables consist of chamber business members as well as public officials from every level of government, including school districts.

» » »

Delta Township-Eaton County Lansing East Lansing-Meridian Township

• Established the Lansing Regional

Partners, which includes 27 area regional business organizations and key stakeholders that meet weekly to coordinate strategies surrounding COVID-19.

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NOTABLE COMMUNITY

Greater Lansing Business Monthly usually reserves this space to recognize notable business announcements from new hires to awards and ribbon cuttings. For our May issue, we are shifting focus to recognize all of the notable people in our community who stepped up in the wake of the COVID-19 pandemic.

While many businesses were shuttered

Michelle Reynaert-Vice President, Sparrow Foundation

temporarily, other businesses remained open where essential employees continued to show up for work daily. Some, to manage day-to-day operations from behind the scenes, while others were more visible to the public. We honor them all.

From the thousands of health care workers, police, paramedics, postal and delivery workers, truck

Superhero Crew Jake Bordner, Edona Kovani and Counta Wilson

LPD Kara Freeman, Hannah Robeson and Alina Harrington

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drivers, journalists, and food bank volunteers to grocery clerks, scientists, firefighters, restaurant cooks and take out teams, we thank you.

To every person who has worked, volunteered and donated their time, we thank you.

Ashley Hagen

Sparrow Caregiver Jake Fritz, (center), accepts donations from the Michigan Chinese American Coalition.

MAY 2020

Occupational Health Team at Sparrow Hospital

WLNS TV anchor Lauren Thompson

WLNS-TV reporter Araceli Crescencio

Lansing Urgent Care Farishta Saleh and Brendan Pulver

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LEGISLATIVE

Greater Lansing Food Bank Staffers working to provide food to those in need.

Alliance OBGYN - Debbie Subrook, Trish Lennox, Jenn Spyke, Anna Klaver, Ashley Hamilton and Dr. Sara Cramton

Lansing Urgent Care Okemos team Caitlin Yarbrough, Allison Kohn and Tiffany Osburn

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Clip Ladies at Lansing Urgent Care

MAY 2020

Dennis Lemon - Kroger of Holt

LEGISLATIVE

Marni Swanson Executive Director of the Holt Community Food Bank and Holt Photographer Sarah Yonkman

Drew Doubleday, Heather Chambers, Lauren Wesolowski and Saba Wagaw - Origami Rehab

Jalen Bell, Holt USPS

Joe Thorn, City Carrier, USPS Holt

Divya Venkatesan and Erneststeen Vaughn - Origami Rehab

Dave Hahn, Rural Carrier, USPS Holt

Relax. Enjoy your event.

We’ve got this.

Grand Rapids w Lansing w Detroit Promo Code: GLBM 0806 www.chasecreative.com La

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Lansing Fire Captain Dan Salinaz

Peckham staffers practicing social distancing

Ownership. Pride. Responsibility.

Your job. Done right.

Seamless, secure project facilitation.

From pre-press/graphic design and printing, to bindery and mailing — your project is in-house and under control.

We’re professionals — and it shows in everything we do.

BRDPrinting.com

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tel 517.372.0268

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fax 517.372.4922

MAY 2020

|

912 West St. Joseph, Lansing, MI 48915

COVID-19 COMMUNITY RESOURCES Don’t stop communicating with your customers.

M3 Group can put together affordable campaigns to keep your customers connected with your business as things evolve.

From webinars and livestreams to small business boosts and tools for digital connections, visit the full resource page at m3group.biz/covid-19community-resources/.

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