EVERY COMMUNITY CHALLENGE STARTS WITH A POWERFUL QUESTION

HERE ARE SOME QUESTIONS WE'VE ANSWERED.

A native of Milbank, SD (pop. 3,300), Hugh uses a variety of research, branding, experience design and community organizing skills as Curator of the Institute of Possibility to reveal the rich stories, vibrant culture and infinite possibility that often lays hidden in the communities that we love most.

In the world of advertising, marketing and communications, where everyone thinks they’re the next Mark Twain ready to create stories, the skills of a story discoverer – listening, observing, refining and adapting – are a rare commodity. Hugh has a gift for taking the passions and purposes of an organization and providing them the perspective necessary to inspire action – whether that action is a simple transaction or a lifelong commitment.

Hugh has provided thought leadership and general management for award-winning online and social media campaigns, as well as research, story discovery and strategic management for marketing in niches including colleges and universities, biofuels, technology, health care, tourism, fatherhood, community development and churches.

SELMA

CLIENT: PARAMOUNT PICTURES

PARTNER: N/A

"Can A Movie Spark A Movement?"

IOP was recruited by Montreal-based creative shop, N/A, to help answer their client's burning question about whether this MLK biopic could spark a broader movement. Working hand-in-hand with a team in Nashville, NYC, Montreal and Sioux Falls, IOP led efforts to engage social influencers - including rappers, actors, and movement leaders in the streets - in conversations and content across the social web through scheduled chats and designed prompts built on the hashtag #MarchOn. This content then populated a special site built to highlight the work of national nonprofits and individual causes. Efforts would ultimately include a Twitter Chat featuring Oprah, Common, and Kid President. This work started with the release of the film and extended through Oscar season.

"Is There A Difference Between An Activist And An Advocate?"

IOP partnered with The Frontier Agency and Compassion International - named #14 Largest US Charity by Forbes - to determine whether a messaging change could serve as catalyst for culture change at this global charitable organization with over 600,000 active monthly donors. Our research study included 1,500 active donors and 540 members of the existing advocate network. The research discovered that "advocate" or "advocating" felt passive and distant, while "activist" or "acts of compassion" felt passionate and active. This cause was personal for the donors and they wanted to act on that personally held belief. Our final strategic recommendation was "Greater Than One," a focus on acts of Compassion beyond donation. These images reflect this focus and messaging shift.

GREATER THAN ONE

CLIENT: COMPASSION INT'L

PARTNER: THE FRONTIER AGENCY

I BELIEVE IN MILBANK

CLIENT: CITY OF MILBANK, GRANT COUNTY DEVELOPMENT

PARTNER: KYLEE & CHRISTIAN CREATIVE

"How Well Do We Know Our Community & How People Feel About It?"

Two years ago, IOP and the community of Milbank, SD (pop. 3,313) partnered to review public perceptions of Milbank and its unique assets. The survey, which had over 470 respondents, reflected a community with strength in its people and diverse economy, but also a deep sense of disconnect and discontent among current and past residents. Perhaps most surprising for the leaders of the community was the sense that the community had forgotten why it was special, unique and worth celebrating. To address these challenges, Milbank committed to being more connected, more cordial, more creative and more celebratory. IOP has continued to work with Milbank by hosting public workshops, supporting creative and entrepreneurial endeavors, creating opportunities for connection, and celebrating community successes. IOP is currently working with the community to produce a video titled "I Believe In Milbank," which spotlights the reasons why people believe in Milbank and choose to make it the place they live, work and play.