About - Marketing that Matters is a boutique marketing agency helping organizations find solutions, generate revenue, tell stories, inspire engagement, mobilize movements, educate constituents, and bring creative ideas to life that create real and lasting change. Most importantly, we get involved. We partner. We problem solve. We create. We care. Because we believe we can make the world a better place by being known for "good." And that means we get results! Come see if we’re a fit for your brand.


A sense of purpose. A plan for profit.

Marketing that Matters is a one-stop-shop marketing firm partnering with businesses, nonprofits and organizations that are helping our world—whether it’s their singular mission or secondary endeavor.

We believe a worthwhile purpose can yield great profit and have lasting and powerful impact, and we work to maximize both in everything we do.

Marketing that Matters builds enduring brands by wrapping impactful creative around smart strategy. At the same time, we help you envision, build, manage, live, measure and protect your brand—your most valuable asset. So you turn a profit. Change the world. Or both.


Marketing and communications strategy. Branding. Advertising. Public relations. Social media. Word of mouth marketing. Storytelling. Engagement.

Marketing that Matters is a one-stop-shop agency providing fully integrated communications and marketing solutions that support your ability to achieve both purpose and profit.

Here’s how we can put our talents to work for you:


  • Brand Assessments/Audits
  • Brand Strategy & Development
  • Positioning & Differentiation
  • Naming
  • Brand Identities – Logo & Visual Identity
  • Brand Campaigns
  • Storytelling
  • Brand Implementation & Living the Brand Workshops


  • Communications Audits & Needs Analysis
  • Best Practices Review
  • Customer & Market Research
  • Strategic Communication Plans
  • Marketing Plans
  • Interactive — Social Media Strategy/Plans
  • PR and/or Media Plans

Marketing Communications

  • Advertising — Print, Broadcast (Radio & TV), Out of Home, Online/Interactive
  • Art Direction & Design — Print, Websites, Online, Interactive
  • Content Development, Writing, Editing
  • Creative Problem Solving
  • Events & Promotions
  • Exhibits, Displays, Tradeshow Graphics, Signage
  • Graphic Design — Print & Online, Interactive
  • Guerrilla Marketing
  • Interactive Marketing Solutions
  • Media Planning & Buying
  • Packaging Design
  • Public Relations
  • Social Media consulting, coaching and campaign implementation
  • Website Design and Development

Marketing that Matters is a “virtual” agency. We gather teams of top talent uniquely suited to your organization, your marketing challenges, and your culture. Then our team becomes your strategic and creative partner and brand champion.


What unites us is that we all seek to use our talents for good. We’re entrepreneurial in our approach – meaning we know resources are tight and we pride ourselves on giving you plenty of bang for your buck. We’re strategic first, then creative and impactful. We’re relationship ready. And, we’re results obsessed.


We don’t believe in doing cool stuff just to say we did it. It’s in our nature to think BIG and outside the box, but we do so with specific goals and outcomes in mind and we don’t stop until we get them!

2014-05-11 09.06.26


You won’t find a group of more engaged or passionate people to wrap their heads, hearts and talent around your brand. We can’t wait to get started.

Lori Schaefer

Founder, CEO & Chief Strategist

Lori is an exceptional strategist and gifted communicator who infuses fresh ideas and sound strategy into everything. She puts these talents to work helping clients identify market opportunities and realize them with smart strategy and impactful marketing solutions. Lori has successfully managed people, projects, processes, organizations and brands in both the public & private sectors during the past 25+ years… Read Full Bio

Beth Probst

Strategist & Writer

Beth is an Emmy award winning television news journalist turned communications and marketing professional. She now splits her time working in public relations at Memorial Medical Center (MMC), a critical access hospital in Ashland, Wisconsin, and working as an independent marketing consultant and writer. Beth’s writing has appeared in Midwest Living Magazine, Pioneer Press, Star Tribune, Lake Superior Magazine & more… Read Full Bio

Charlie Quimby

Strategist & Writer

Charlie refers to himself as a writer — he is, and a great one at that. But to us, and to our clients, he is a co-strategist, consultant, brand builder, blogger, and a go-to-guy for creative inspiration. Charlie has a passion for assisting organizations with marketing, education and capital campaigns, and helping to build strong nonprofit brands. He teams with Marketing that Matters in this endeavor… Read Full Bio


Chris Gorney

Creative Partner/Art Director

What sets Chris Gorney’s designs apart is the strategic energy behind them. With each idea, Chris drives brands forward. He captures their essence and helps stake a claim in the consumer’s mind. To Chris, for every brand and every image, there’s a purpose. And results. When we need to marry brand strategy and solid business thinking with great design, we turn to Chris… Read Full Bio


Chris Neill

Creative Partner/Art Director

Collaborator, brainstormer, harnesser of a brand’s true potential. Chris has earned these descriptors over nine years spent neck-deep in roles ranging from production artist, to graphic designer, to digital designer and art director. His crisp and clean aesthetic isn’t just pretty; it’s an extension of his passion for using design to drive change and create lasting impact – whether it’s presented digitally or in print… Read Full Bio


Glen Wachowiak

Creative Partner/Copywriter

There are writers. Creative folks who can pull together something to fill empty space. And then there are the thinkers. Creative partners who look past the empty space to understand a brand, dream up a big idea and bring it to life. Glen is a thinker, a concepter who mixes fresh ideas with sound strategies to lift brands out of the expected and into the exceptional… Read Full Bio



Kristin Pladson

Writer & Consumer Insights

A modern day renaissance woman, Kristin has done what so many of us only think about doing: she followed her passion. A passion for writing. Kristin’s fresh and inspired words combine with a keen mind for questions and strategy to provide creative solutions with impact. A writer by passion and now by trade, Kristin brings 15 years of intensive experience in the market research and strategy arena… Read Full Bio


Theressa Durenberger

Project Support & Creative Partner

The best way to describe Theressa is simply: she’s a doer. She provides administrative and project support, graphic design, and brings a creative energy and problem solving mentality to all she tackles. She does this all while keeping her keen sense of fashion on enviable display… Read Full Bio


“Through strategic vision, marketing leadership and creative talent, Marketing that Matters has helped us revitalize the Bluefin Bay brand, create strong brand identities for two new resorts and a destinations spa, and transform our company into a marketing-centered organization. The overall quality of their work — strategic and tactical — is simply unmatched. We consider Lori Schaefer and her team at Marketing that Matters a true partner in our business.”

Dennis Rysdahl, Owner & General Manager, Bluefin Bay Family of Resorts (Worked with Marketing that Matters 2007-2018)

“Marketing that Matters was both a key strategic and creative partner in successfully branding and marketing Cook County as a one-of-a kind tourism destination. Central to that success was Lori’s vision, marketing skills and leadership, and true passion for the area and the work. She became an expert, consultant and guide-to-the side as we navigated tricky political landscape and worked to position Cook County in a way that appealed to visitors, as well as internal stakeholders. Lori’s top notch creative team matched her same level of talent and expertise, as well as dedication to the cause.”

Sally Nankivell, former Executive Director of the Cook County Visitors Bureau (Worked with Marketing that Matters 2009-2014)

“I have worked with numerous consultants in my 30 years in Consumer Product Goods and Lori is at the top of my list.  What makes Lori different, is her passion for your business.  Her insatiable curiosity to seek and understand allows her to identify the underlying issues or opportunities, connect the dots and quickly develop effective strategies that impact your business.  What I also appreciate about Lori is her willingness to go the extra mile for her clients.  I always felt that she truly cared about my business and my team.  She was always there when we needed her; you don’t find that very often in today’s transactional world.”

Tim Bratland, VP/GM Post Consumer Brands & Hill Murray Catholic High School Board of Trustees – Executive Committee (Worked with Marketing that Matters 2017-2018)

“After going through a merger and strategic planning process, we worked with Marketing that Matters on positioning and brand development in 2016-18. We knew we had some magic or specialness as an organization, but given a complex journey it was a hard story to tell.  Lori helped us navigate a complicated challenge — engaging our board and a diverse set of stakeholders in the rebranding process. She helped unlock our story and develop a strong positioning for us in the community. Lori’s skills at navigating organizational politics and bringing people together were extremely valuable. On top of that, she was mindful of the resourcefulness and pragmatism you need as a nonprofit organization making smart choices. She helped us focus on the right things and set us up for long-term success with our new branding and communications strategy.

Lori and her team brought the powerful combination of effective stakeholder engagement, smart strategy, and strong facilitation, as well as expert branding and marketing leadership, mixed with just the right amount of passion and creativity. These are all things Marketing that Matters excels at.”

Trisha Reinwald, VP of Member Advancement, Metropolitan Alliance of Connected Communities

“The Central Corridor Funders Collaborative worked with Lori Schaefer and Marketing that Matters from its inception to our planned sunset (2008-2016). The communications strategy that Lori and her team developed in the early years held up for the nearly 10 years of operations! It guided more than just our communications, it guided how we worked in the community. Each year, we partnered with Marketing that Matters on specific marketing communications tactics, events, and civic engagement projects to help us share our results and learnings. These events, videos and reports were well-planned, creative, engaging, and beautifully designed and produced. From strategy to content, from events to design, from websites to videos to white papers – Lori and the Marketing that Matters team handled it all beyond expectations!”

Mary Kay Bailey, Former Director of the Central Corridor Funders Collaborative

“We’ve worked with big marketing firms and with Lori Schaefer and Marketing that Matters, and we definitely prefer working with Lori. Not only does she do outstanding work but she is a true strategic partner. Her energy, creativity, passion and enthusiasm, and personal attention was unmatched by any other consultant I have ever worked with, and we’ll be reaping the positive benefits of her work for years to come.”

Jim McCorkell, Founder and CEO of College Possible


“Lori Schaefer is a gifted communicator and marketer. She is smart and warm and genuinely thrives on large and complex challenges. If Lori and Marketing that Matters take on a client assignment, trust me – it will get done. Lori has the ability to bring people together. She is a natural coalition builder. Through her work she has focused on civic engagement and community building projects in the most complex of settings. Lori doesn’t do anything half way. She is passionate about her work and her ability to contribute to a shared outcome.”

Chris Mahai, Owner and Managing Partner, Aveus, LLC


“We have worked with Lori and the Marketing that Matters team for the past four years.  Her unique ability to clarify our strategic message and communicate it effectively to our audience was critical to the success of our work at the Business Resources Collaborative.  We look forward to working with Lori and her creative team again and regularly recommend her to others.”

Chris Ferguson, Chair of the Business Resources Collaborative, & President and CEO, Bywater Business Solutions

be known for good.

Featured Work - We love what we do. You’ll see how and how much when you view our work. As a strategic and creative partner, we work across all channels to create meaningful, impactful and measurable communications that support both your purpose and profit – driving social change and business growth. Your success = our success. Take a look at what we love to do.

  • All
  • Branding
  • Out of Home
  • Print
  • Social Media
  • Video-TV
  • Website-Interactive

Practice saying “We get to” rather than “We have to.”
Save a tree. Read on screen.
Think in terms of impact & ROI.
Thank your customers and your colleagues.
Log off. Get outside. Then encourage others to do the same.

Contact - We’re currently taking on a few new clients who want to be known for good. Call us at 612-341-4185 or 651-303-7458 to have a conversation and explore the possibilities. Offices in Minneapolis, Minnesota | Blue Hill Peninsula & Greater Bangor Area, Maine

Email Us

Our Networks

Connect with President & CEO, Lori Schaefer, here.