Introduction

On the latest episode of the Mission Control Podcast, host Paul Schmidt, owner and creative video strategist for Introduce Multimedia, welcomed Aaryn Richard, a long-time collaborator and friend. Aaryn, the Director of Marketing and Communications for the Burgess Institute for Entrepreneurship and Innovation at Michigan State University, shared insights into his journey, the mission of the Burgess Institute, and the evolving communication landscape.

The Mission of the Burgess Institute

Paul began the podcast with the fundamental question: What is the mission of the Burgess Institute?

Aaryn explained, “Our mission is to prepare Michigan State University students for the real world by equipping them with an entrepreneurial mindset and supporting them as they build their businesses right here on campus.” This mission emphasizes fostering innovation and entrepreneurship among students, providing them with the tools and resources necessary to succeed in their ventures.

The Role of a Communicator

Aaryn’s role at the Burgess Institute is multifaceted. While his title might suggest a straightforward marketing and communications role, Aaryn views his job through a broader lens. “Communicators in marketing and communication see themselves as storytellers,” he said. This storytelling approach is central to his work, allowing him to craft compelling narratives about the institute’s student entrepreneurs, known as makers, shakers, and change-makers.

Storytelling: The Heart of Communication

When Paul asked if storytelling was his main focus, Aaryn confirmed, “Yes, absolutely.” His primary goal is to craft vivid and compelling stories about the institute’s students. These stories not only highlight student achievements but also engage Spartan alumni for philanthropic donations and guide aspiring entrepreneurs toward valuable resources.

Aaryn’s background in storytelling has deep roots. Initially aspiring to be a secondary education English teacher, he discovered his passion for storytelling during his Master’s of Fine Arts in Creative Writing, Poetry. This passion eventually shaped his career path, leading him from academia to professional storytelling.

From Academia to Professional Storytelling

Aaryn spent several years teaching courses like Women in Literature, Advanced College Composition, and Beginning College Composition at Front Range Community College. However, in 2011, he returned to Michigan with the aim of leveraging his storytelling skills in a new capacity. This opportunity came in 2014 when he joined the Michigan Biotechnology Institute (MBI).

Transition to MSU: Leveraging Storytelling Skills

At MBI, a nonprofit focused on commercializing Michigan State’s technologies, Aaryn worked on a fascinating project called APX, which aimed to transform agricultural waste into animal feed. His role involved branding and storytelling to bring this technology to the global stage. “It all started from a point of humanity,” Aaryn explained. By highlighting how this technology could improve milk production in developing nations, he crafted a compelling narrative that resonated with philanthropists.

The MSU Research Foundation Experience

Aaryn’s next chapter was with the MSU Research Foundation, where he became their first communicator in 43 years. The foundation has a vast portfolio of subsidiary companies, many of which focus on students. Moving to MSU and telling stories about students and faculty members who shape the future of the marketplace felt like a natural progression for Aaryn.

Joy in Communication: What Keeps Aaryn Motivated

When asked what brings him joy as a communicator, Aaryn responded, “Every day is unique. I love stepping into the office and working with students from all over campus. Watching these students grow and succeed, being part of their journey, even in a small way, brings me immense joy.”

Burgess Institute: Telling Entrepreneurial Stories

At the Burgess Institute, Aaryn’s role involves communicating as an entrepreneur. He drew parallels between artists and entrepreneurs, noting that both groups see problems and seek solutions. His experience as a storytelling artist aligns closely with the entrepreneurial journey. “We may approach problems differently, but we end up in the same place,” he said.

With around 800 students in the minor and 1,200 in venture creation programming, Aaryn focuses on telling the stories of underrepresented voices. His days are diverse, involving tasks like developing video series and crafting editorial calendars, all aimed at producing quality work and inspiring the public with their stories.

The Bigger Picture: Communication Challenges in Large Organizations

Paul inquired about the unique communication challenges Aaryn faces as part of a large public university. Aaryn described his team as bridge builders, working across campus to benefit students regardless of their major. His role is to ensure their stories celebrate the achievements of students and faculty across various departments. This cross-campus collaboration complements what’s happening in other departments and highlights student successes.

The Future of Communication: Insights and Observations

Discussing the communication skills of today’s students, Aaryn noted, “Students today grasp the immediacy and power of communication. However, they often lack patience and an understanding that meaningful connections take time.” He highlighted the influence of platforms like TikTok, where rapid results can create unrealistic expectations.

Embracing Technology: The Role of AI in Communication

Aaryn shared his views on the advancement of technology, especially AI, in communication. “We live in a groundbreaking era,” he said. AI is transforming how we communicate and trust information, requiring us to be more discerning and critically aware of what we consume. Despite the challenges, Aaryn believes the positives will outweigh the negatives.

Unwinding and Finding Balance

To unwind, Aaryn enjoys reading, gardening, and beekeeping. “Working with tiny animals that produce sweet honey is a great way to get out of my headspace,” he shared, emphasizing the importance of balance and finding joy in simple activities.

Conclusion

The episode wrapped up with Paul encouraging listeners to follow Aaryn on Instagram at ADRAwake and learn more about the Burgess Institute for Entrepreneurship and Innovation at Burgess Institute MSU. Aaryn’s journey and insights into the power of storytelling and communication left a lasting impression.

Paul thanked Aaryn for sharing his journey and insights, and thanked the listeners for tuning in. He reminded them to subscribe on YouTube or their favorite podcasting platform and to leave a review.

Connect with Aaryn Richard and the Burgess Institute

For more information, follow Aaryn on Instagram at ADRAwake and learn more about the Burgess Institute for Entrepreneurship and Innovation at Burgess Institute MSU.

Hello, everybody, and welcome back to Mission Control, a podcast focusing on executive directors and nonprofit leaders and how they strive to make positive impacts in their communities. Today, we’re diving into the inspiring journey of Cathleen Edgerly, the Executive Director of Downtown Lansing Incorporated (DLI).

I’m your host, Paul Schmidt, owner and creative video strategist for Fivities Multimedia. Today, we have the pleasure of speaking with Cathleen Edgerly. Welcome to the show, Cathleen.

The Mission of Downtown Lansing Inc.

As the show’s name states, it’s called Mission Control. So, let’s begin with Downtown Lansing Inc.’s mission. Cathleen, could you share that mission?

“The mission of Downtown Lansing Inc. is to nurture and cultivate the sustainability and culture of our downtown district.”

Cathleen’s Journey to Executive Director

Cathleen’s journey to becoming the Executive Director of DLI is packed with experiences rich in community engagement and development. She and her parents have lived in Lansing their entire lives. Like many, she initially thought her career would be in advertising and public relations. However, she found a deeper calling through her professional career and volunteer efforts.

“I started getting increasingly involved as a volunteer and a community member, just listening to what was happening in our downtown Lansing community.”

Cathleen came on board as the marketing manager for DLI, and her passion for the community led her to attend a Michigan Main Street Conference. This chance event changed everything, and she fell in love with the mission of Main Street and downtowns across Michigan.

Understanding Main Street

For those unfamiliar, Main Street is part of the National Trust for Historic Preservation. It provides a framework for community and economic development tailored to meet local communities’ unique needs and vision. This framework consists of four main pillars:

– Organization: Behind-the-scenes work, including volunteer management and fund development.
– Promotions: Marketing, events, and storytelling to promote downtown areas.
– Business Development: Tools and programs to support business sustainability.
– Design and Public Spaces: Enhancing the look and feel of downtown spaces to encourage social interaction.

Why Downtown

Leading two municipalities in succession, Cathleen explains her passion for working in downtown settings:

“Ultimately, it comes down to the people and places so invested in their community in numerous ways. They feel that pride. They see a vision. They want to be part of a community.”

The work also allows for immense creativity — from long-range planning and market analysis to event planning and team building.

The Balance of Comfort and Learning

Cathleen’s comfort zone lies in creativity and public relations, but she acknowledges the importance of continual learning. As she puts it, there’s always room for growth, no matter how long you’ve been in a profession.

“It’s a balance of leaning into what you know while continuously learning about areas where you can improve.”

A Time of Transformation: Adapting to the Pandemic

The COVID-19 pandemic brought unprecedented challenges and rapid transformations. Cathleen started her role in August 2019, only a few months before the pandemic hit. Downtown Lansing, traditionally built around daytime workers’ needs, had to pivot suddenly.

“We knew event focus was not necessarily a sustainable focus. And now it’s so much more about how we extend the hours of operation for our downtown.”

DLI introduced innovative solutions, such as the Lift Up Local Ambassador Program and the night markets, to support local businesses and keep the community engaged.

Lift Local Ambassador Program

One of the standout initiatives during the pandemic was the Lift Up Local Ambassador Program. This program connected residents with local businesses, providing much-needed support and a touch of normalcy during challenging times.

“It started as a campaign, but now it’s more of a mantra.”

Leading by Example

To foster retail and entrepreneurship, DLI moved its office to open a retail incubator program. This not only supported new businesses but also helped extend the hours of operation for downtown shops.

\”Retail can work here. We just needed to create that critical mass again.”

Looking Forward: Building a Resilient Community

Cathleen’s approach has always been about lifting the community. Whether through new business programs, public spaces, or advocating for the downtown on various stages, she emphasizes sustainability and local love.

“We looked at change as an opportunity to build more resiliency, sustainability, and love of local for our downtown communities.”

Reflecting on the Phrase: “There’s Nothing to Do in Lansing”

One common misconception Cathleen frequently encounters is that there’s nothing to do in Lansing.

“We have to be our champions for our community… If we put ourselves to everybody we speak to, including outside audiences, why would they want to buy a home here? Why would they want to own a business and invest here?”

A significant focus for Cathleen and her team has been shifting the narrative to highlight Lansing’s many offerings and foster a sense of pride and positivity within the community.

Personal Balance: How Cathleen Unwinds

Balancing a demanding role with personal well-being is crucial. Cathleen finds time for herself through regular yoga sessions, family trips, and spending time with a circle of trusted friends and family.
“It’s not just a job; it’s a passion and a calling. But taking those breaks to connect with yourself and your family is so important.”

Getting Involved

If you would like to learn more about Downtown Lansing Inc., volunteer opportunities, or support programs, you can visit their website:
Downtown Lansing Inc.

Conclusion

Our conversation with Cathleen Edgerly illuminates the significant efforts being made to build a more connected, resilient, and vibrant downtown Lansing. Her leadership showcases the power of community, creativity, and continual growth in fostering sustainable development.

Stay Tuned

Thank you all for tuning into Mission Control. If you have suggestions for future guests or topics, please email us at [email protected]. Don’t forget to subscribe on YouTube or your favorite podcasting platform and leave us a review. See you next time in the control center!