Developing your business objectives with marketing consulting services to maximize growth and profitability.
Focused Advisory is the heart of our group, and the key to understanding customers and growing your business.
While the core principles of marketing remain the same, the landscape has shifted dramatically. We consult with organizations and non-profits in navigating this new terrain by providing guidance on how to adjust their strategies to account for changes in motivating factors, goals, expectations, talent needs and more.
We have built a full-house ecosystem of creatives, designers, Products and Engineering (UX/UI, Frontend, Backend, Full-Stack), digital marketers (CRM, SEO, SMO, Email Marketing Automation), Event, Video, and Podcast production talent pool to execute individual and complex project-based initiatives to help your company #Onward.
Have a gap in your team and need an extra set of wheels to bring your marketing game to the next level?
The Proper Group harnesses the collective power of generations to propel organizations, including businesses, nonprofits, and higher education institutions, to new heights. Our team embodies diverse experiences and perspectives, ensuring comprehensive insights into the ever-evolving landscape of modern enterprise.
At the helm, Larry Burns brings over 40 years of invaluable expertise in higher education, healthcare, and nonprofit management. His seasoned leadership sets the foundation for our strategic approach.
Michael Betz complements this with two decades of Fortune 500 experience, pioneering digital communications and strategic planning. His insight into contemporary trends and technology drives our forward-thinking strategies. Michael is a trailblazer millennial.
Representing the Generation X perspective, Caitlin Cruickshank embodies the next wave of leadership. Currently pursuing her master's degree in nonprofit leadership at the University of Notre Dame, Caitlin contributes fresh insights and innovative approaches to our team.
Together, we offer organizations a unique opportunity to gain insight into three crucial sectors—businesses, nonprofits, and higher education—that shape success and growth strategies. With The Proper Group, clients can leverage the power of generational viewpoints to thrive in today's dynamic marketplace.
Our services at The Proper Group focus on elevating organizations through tailored marketing consulting services designed to maximize growth and profitability. Through Focused Advisory, the cornerstone of our approach, we delve deep into understanding customers and unlocking the full potential of your business objectives.
We guide organizations, nonprofits, and higher education institutions in a rapidly evolving marketing landscape, helping them navigate shifting dynamics and adapt their strategies effectively. Our expertise spans various domains, from motivating factors to talent needs, ensuring comprehensive solutions for sustainable growth.
Our extensive network of creatives, designers, digital marketers, and production talents is ready to fill any gaps in your team. Whether it's executing individual projects or tackling complex initiatives, we provide the extra support needed to elevate your marketing game to the next level.
Discover the Proper Group difference – where generations converge to drive innovation and success. Let us take your organization forward in the Proper Group way.
Lawrence J. Burns, a Detroit native, is a highly talented business consultant, executive and community leader with an esteemed career that has spanned over 40 years. His dedication to serving non-profits, higher education, healthcare and community foundations has enabled him to successfully impact numerous organizations.
Upon his return to his hometown in January 2017, Mr. Burns was appointed President and CEO of The Children’s Foundation and successfully directed its growth and presence in the region. The Foundation now boasts over 160 community-based and service-oriented partners.
Mr. Burns has also held notable roles in the education and healthcare sector which include; Vice President of Advancement at the University of Akron, President of the University of Akron Foundation, Vice President for External Affairs at the University of Toledo and the Director of Capital Campaigns for Children’s Hospital of Michigan. Mr. Burns was also President of the Medical University of Ohio Foundation and a leader in the Foundation’s involvement in real estate, intellectual property, clinical and retail initiatives.
Mr. Burns has gained recognition as a leader in the consulting and marketing sectors and is highly sought after as a speaker, mentor and advisor. He is frequently invited to speak at conferences and seminars on topics such as; marketing, operations, strategic planning, personal branding and cultivating leadership development. His expertise in marketing and operations, combined with his passion for optimizing efficiency and sustainability has enabled him to be successful in developing and implementing successful growth strategies.
Mr. Burns has been the host of popular radio programs such as “The Relevant University” and “Caring for Kids”. He has recently launched a podcast entitled “The Power of You”.
Mr. Burns is an alumni of Central Michigan University and an active member of numerous professional organizations.
Marketing Visionary, Growth Strategist, and Philanthropreneur
Michael R. Betz, a decade-long Cincinnati transplant and Northern Ohio native is a results-driven marketing executive and a visionary entrepreneur on a mission to make a meaningful impact. Recognized as one of Cincinnati's 40 under 40 leaders in 2019, Michael has spent nearly two decades accelerating business growth in competitive B2B and B2C markets.
With a passion for the art and science of marketing, Michael's journey is marked by exceptional results, including a remarkable 250+% growth at Divisions Maintenance Group and the transformation of Gannett's print model into a digital powerhouse.
Michael collaborates with diverse clients, offering strategic marketing consultation. His role extends beyond corporate strategy to philanthropy, as he actively participates in raising funds for non-profit and community causes. This dual commitment is a testament to Michael's belief that business success should be intertwined with social responsibility.
Michael's transformative leadership extends to his Head of Marketing and Strategy North America role at Givaudan, where he overhauled growth strategies re-engineered brands, and actively contributed to community engagement initiatives. His involvement in legacy programs and initiating city-wide events such as Storytellers, Pints for Paint, Cincinnati High School Sports Awards, and Taco Festival demonstrates his holistic approach to corporate and community synergy.
However, what sets Michael apart is not just his corporate success but his deep commitment to community welfare. Michael has leveraged his marketing expertise throughout his career to raise funds for non-profit organizations and community causes. His involvement in civic and community events, both professionally and personally, showcases a dedication to creating a positive impact beyond the boardroom.
Apart from his professional achievements, Michael serves on the boards of Artswave and the Cincinnati Parks Foundation, co-chairs events like Hats Off Luncheon, and has been a top fundraiser for various non-profits, including the Human Rights Campaign, American Heart Foundation, and the American Cancer Society.
Michael's Industry Expertise:
Automotive, Healthcare, Insurance, Retail, Consumer Package Goods, New Publication & Media, SaaS Technology Companies, Facility Maintenance, Flavors & Fragrance, Manufacturing/Chemical, Wealth management.
Caitlin is a recent graduate of The Ohio State University, and she is now studying at the University of Notre Dame Mendoza College of Business for her master’s degree in nonprofit administration.
Caitlin interned for The Children’s Foundation during her undergraduate years, and she proved to be a true asset to the organization.
Caitlin has been assisting in launching The Proper Group. She will now expand her duties with clients and affiliate partners and continue assisting with the new podcast Discovering the Power of You.
Our future is very bright with young professionals such as Caitlin.
The Proper Group
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