Industry Specialties

When you’ve been at this for a while, you start to develop certain passions and areas of expertise. Over the years, we have established ourselves as confident experts in healthcare marketing, education and higher ed marketing, financial marketing, B2C, and B2B.

However, we never like to limit ourselves. With a team that's eager to learn, we aren't afraid to become overnight experts in whatever is thrown our way.


After 16+ years in the health(care) space, there is still one thing we don’t know: whether healthcare is one word or two. You’d be amazed at how controversial this topic is among those in the business. Even on our own staff, we don’t agree.

We’re gonna be total rebels and go with one word. Because who needs to hit the space bar an extra time? Other than that, we pretty much have this healthcare thing down, and honestly, it’s our favorite-est industry to work in. Our experience spans the spectrum: payers (commercial group, senior products, individual ACA market, TPAs, ASO); providers (primary care, specialty and hospital branding, complementary medicine); health advocacy and policy (in which we try to engage the people with the shortest attention spans on the planet – Congress and state legislators); claims auditing and overpayment recovery (ooof). And yet, we still retain a policy of vertical exclusivity. We will never represent two clients that directly compete because even the appearance of conflict makes us queasy. We actively monitor regulatory activity in the health space on behalf of our clients. We read legislation. We subscribe to every newsletter and blog and publication. We hold membership in major health associations. We are, unabashedly, geeks.


In the financial world, we work with clients to navigate a rapidly changing consumer environment – one where brick and mortar are not as essential as they once were, where rates can be shopped and compared with a single click, where younger customers redefine loyalty and where problem-solving is more important than product brochures. But still, where customer service and relationships reign supreme. As we wrote for Oak Bank ages ago, “You can’t be the best if you’re only the same.” From community banks to national credit unions, Market Crafters’ laser focus on customer segments, behavioral trends, product usage, and a swelling glut of “invisible” digital options allows us to custom-design marketing strategies that engage both prospective customers and existing ones. And we can integrate reporting systems to demonstrate solid ROI.


We’ve worked with higher education institutions for over 20 years. Our agency’s inaugural client was Edgewood College, and our first ADDY Award celebrated our work with them. Since then, we’ve also worked with Wisconsin’s Independent Colleges and Universities (WAICU) and Wisconsin Alumni Research Foundation (WARF) to name a few. Throughout nearly three decades, we’ve observed and navigated the changing dynamics in how high school students and returning adults interact with higher education.


The main objective we have with our business-to-consumer (B2C) marketing clients is to help them develop a deep understanding of their customers’ needs, preferences, and behaviors. We wanna know how many sugars they put in their coffee… (JK, but only a little bit). While quick-service restaurants (QSR) are one of our more standard B2C channels, other sectors, like education, healthcare, and finance, also operate in a B2C environment and receive the same detail-oriented treatment. We help our clients with meticulous market research, data analysis, and trend tracking to stay ahead of the curve and align their products, services, and marketing strategies with the needs and wants of their target customers.


When it comes to business-to-business (B2B) marketing, our primary focuses are on lead generation and lead cultivation. But we don’t just send you leads and leave you standing in the rain – we help you develop a communication strategy that will allow you to cultivate those leads and move them further into your sales funnel. Throughout the process, we track and report on CRM activity, conversion rates, and any lessons learned. Additionally, we offer a range of services to help with this process, including securing CRM software, training new business developers, and installing fulfillment and customer loyalty programs. We even take into account customer voice to continue refining your approach over time.