Merger Connects Media Firms
GRAND HAVEN — Seeing the potential to do more together than they could on their own, two small Grand Haven media companies have merged to form a full-service marketing and advertising firm.
The union will enable Sunwave Media and Captive Audience Advertising to offer a broader array of services to their clients. Each of the companies will retain their corporate names, with a single combined staff working with clients.
Owners saw the merger as a perfect match, with each complementing the other’s services.
“Between what his company does and what Sunwave does, the two fit really well. The two sounded like a good mix,” Sunwave Media’s Mike Krause said.
Krause and Captive Advertising’s Tom Kuiper have known each other about five years and often retained the other’s services. The past business relationship led to discussions about joining the two companies together.
“We took a look at it and went for it,” Krause said.
Since March, Sunwave Media has focused primarily on providing graphic and Web designs, and developing marketing concepts and multimedia presentations. The company, which Krause acquired earlier this year, was formerly known as Applied Laser Graphics, and also provides local print and graphic design houses with pre-press, copy and graphic design services.
Founded five years ago, Captive Audience Advertising produces advertising for gas pumps and restroom billboards for clients in Grand Haven, Muskegon and Holland, as well as specialty advertising such as the signs at the Norton Pines Soccer Complex in Norton Shores. Company founder Kuiper is also behind Coupon-King.com, which offers Internet coupons and discount cards for area businesses.
Krause and Kuiper say the merger enables the new company to use existing sales staff to offer the services of both divisions and gives it the ability to plan and execute marketing campaigns for clients.
They plan to focus on small business clients, feeling that as a small business themselves they have a better understanding of the needs for that niche market.
“There’s still a ton of small businesses out there not being served,” Kuiper said.