Hospitality Training Institute of Michigan (HTIM)
Goal: Bellwether Public Relations was tasked with increasing course enrollment for the Hospitality Training Institute of Michigan, which provides continuing education for hospitality industry workers.
Research:
This work required extensive statewide research, focus group facilitation, and development of annual events and thought leadership cultivation so the HTIM brand could be a widely known resource throughout Michigan. Developing and showcasing opportunities for hospitality leaders and team members to share their HTIM experience was critical to program success for both expansion and growth.
Over time, Bellwether’s research pivoted to include research into how to best promote HTIM programming at different price points, potential new course offerings that students may want to explore, and other avenues of course delivery to better serve student needs. As this program continues to grow and become more successful, the Bellwether team adapts and changes alongside it.
Action Plan & Communication Overview:
Bellwether Public Relations has played a key role in helping the HTIM grow its reach and meet its goals. The goal of this project was to develop an earned and social media strategy that tells real stories while highlighting participant success to position HTIM as a leader in hospitality workforce development, with the aim of enrolling 2,000 employees in the 12-week HTIM program.
We supported HTIM in building partnerships with employers, hosting events and graduations, and showcasing the institute’s role in strengthening Michigan’s economy. Through social campaigns, development of an alumni network, earned media coverage across the state and community engagement, Bellwether elevated HTIM’s visibility and helped connect more hospitality leaders with high-quality training that supports Michigan’s 44-billion-dollar hospitality industry.
Evaluation:
- Twelve week-week no-cost enrollment is currently at 75 percent complete and is on track to be completed by the end of 2026, when it will pivot to a paid model. A training-on-location model has been developed after highlighted success and interest was demonstrated.
- Enrollment in the HTIM four-week program sold out within one month and required an immediate pivot to a paid model.
- Bellwether has participated in the planning and attendance of more than 30 events and restaurant visits promoting the HTIM program since the inception of the program.
- With nearly 100 media mentions, HTIM remains present in the media statewide.
- Bellwether developed HTIM’s robust alumni group, which now sits at more than 100 members who learn and network with one another.
