Growing, Celebrating & Making a Difference: May Newsletter


Inside this issue

Photo of Laura Gallagher is a community, local and national business leader serving successful entrepreneurial companies and nonprofit organizations primarily in Wisconsin.

Dear Friends,

This year, thanks to many of you, I'm celebrating my 30th year in business! More than 90% of the businesses that began when mine did aren't here now. I attribute my staying power to two things: you and me. Like any business or entity, we are dependent on one another for our success. The commitment our client companies have made to us over the years has made it possible. We remained agile and innovative throughout the lean years as well as the successful ones.

We live in a disruptive age where things are constantly changing around us, but if we're rooted in good soil, the winds may come, but you will be able to withstand them and even grow stronger.

In this May issue, you'll find an article that will help you to get more press when it matters most, especially those long-form pieces. This was written by Madison Lee, a former news producer, who now leads PR here at the agency. You'll also see some of our work for the League of Wisconsin Municipalities Insurance company as they transition from a retiring CEO to a new CEO. This is what we do at The Creative Company. We help companies and non-profit organizations to tell their stories, and to tell them well.

In that same spirit, we have one of our own to share. In December, amidst a government shut down, Julie Spitzak, my business banker at Summit Credit Union, nominated me for an SBA Award. I was chosen and received the award as the Women in Business Champion of the Year a few weeks ago in Waukesha, Wisconsin!

We are also celebrating two of our client's major non-profit events this year. I had the honor and privilege of being the emcee for both. You can see some pictures and learn more about their success by reading below.

As you move into this long holiday weekend, we hope you feel the sun on your face and take a moment to recognize all that you're doing wherever you're at and that you are likely making a difference, whether small or large, in someone's life. We all do. Let's make it a positive one because dreams become reality in those quiet spaces of encouragement and possibility.

Happy Memorial Day weekend!

SBA Women in Business Champion Awarded to Laura Gallagher

On May 10th, the U.S. Small Business Administration honored Laura Gallagher during National Small Business Week at a ceremony in Waukesha, Wisconsin as the Wisconsin Women in Business Champion of the Year.

Eric Ness, SBA’s Wisconsin district director, congratulated Laura Gallagher stating, “Wisconsin’s 448,000 small business owners can find inspiration and resources for their own success with this champion (Laura) and Wisconsin’s 2019 National Small Business Week award winners. They are creating jobs, driving innovation, and increasing America’s global competitiveness.”

Read more about her impressive award and honor here!

Laura with Julie Spitzack, her business lender & friend, the SBA Award

Laura with Summit Credit Union crew

Could your business benefit from
an SBA Champion?

In Their Words: A Testimonial

League of Wisconsin Municipalities - Gail Sumi

"Adding a video to the plans for the transition from one CEO to another was a last minute idea. Thanks to the Creative Company’s excellent staff for providing their expertise to guide the messaging, managing the project’s timeline efficiently and delivering an excellent video that conveyed our message with heart."

-Gail Sumi,  League of Wisconsin Municipalities 

Storytelling is at the core of any brand. When companies are growing, building or changing, they call us to help tell the story. This is what the League of Wisconsin Municipalities did recently as their League Mutual Insurance Company CEO retired and a new CEO was brought in.

Watch the video, here!

Are You Maximizing "Sweeps" Opportunities?

If the term “sweeps” sounds a little foreign or conjures up an image of brooms in action when cleaning, I’m here to shed some light on the subject.

For starters, Sweeps is a term that could mean more money for you and your organization.

As a former TV News Producer, when I hear the word “sweeps”, I still get a little anxious. Sweeps happen four months out of the year, and in the news industry, it means all hands on deck (don’t even think about taking a vacation during most sweeps months.) Sweeps is so important because it’s the time many news agencies are able to gauge viewership. How they gauge viewers is complicated and can be different from station to station, market to market so I won’t get into that. Good ratings mean the networks can charge more money for commercials and turn a greater profit. Overall, as you can imagine “sweeps” months are extremely important for local TV news. But chances are, your company isn’t in the news industry, so what does this mean to you and your organization/business?

  • Stories aired during sweeps are usually more long-form, thought out and time-consuming pieces. News directors want their viewers to see these stories so the promotional push significantly increases.

  • If your story is a component in a sweeps piece, that means your organization is also getting free advertisingmuch more than a story told outside of the ratings period.

There is much to understand when it comes to how the mind of the media works for things like sweeps. Luckily, at The Creative Company, we bring the expertise and do the work for you. We know when to pitch your stories to make the biggest impact, how to pitch them and which stories will most likely get picked up and which ones won’t.

Recently, Willy Street Co-op ran an article in its newsletter about how climate change is impacting farmers. The Creative Company saw it as a great story that could have a bigger platform in the market. We pitched it to several news agencies ahead of sweeps and it was picked up to run as a long-form/sweeps piece on Channel 3000. Check it out below!


Sweeps pieces will get promotions during the commercial breaks, throughout newscasts, on station’s websites, and on station’s social accounts. That is priceless advertising for your organization if it plays a role in the story being promoted.

Wouldn't  you want to maximize your organization’s storytelling potential?




NewBridge Annual Fundraiser

What a fun night at the NewBridge Black Tie Bingo Fundraiser! Madison Police Department’s Chief Koval was a bingo caller and our own Creative Company President, Laura Gallagher, was the emcee!

The funds raised assist with NewBridge Madison’s mission, which is to empower older adults to access affordable resources, maintain their health, safety, independence and community connection.

To learn more about their wonderful things happening with NewBridge (and see a website Craig Hadley, our Senior Wed Developer built), visit!

Sonya Lindquist - Senior Services Director, Marcia Hendrickson - Executive Director, Jim Krueger - Fund Development Director, Katie Gallagher - Marketing Director 

A Night of Fun, Hope & Giving:
The Schools for Haiti Gala Celebrated as a Success


It might be an understatement to say that the Schools for Haiti Gala fundraiser was a success. This was the sixth annual gala put on in the Madison area by Doug and Lois Fearing of Fearing’s Audio Video Security.

Throughout the night, you could feel a sense of hope in the room, a sense that this event truly was making a major impact in the lives of Haitian children thousands of miles away.

As the night began and enthusiastic guests started to pack into the Marriott West, it was evident: this was going to be a successful night.

As the music ended and the wonderful meal was wrapping up, Laura Gallagher, Master of Ceremonies, kicked off what would be an inspiring set of presentations to come. To read more here about this successful event!