TRAVERSE CITY -- The Doobie Brothers were "Taking It To The Streets" back in the 1970s, and staffers from Oneupweb will load up a motor home from the same decade to take their online marketing services on the road.
Seven members of the Traverse City-based digital marketing company will travel across the state starting Monday with stops in Ann Arbor, Grand Rapids, Lansing and concluding in Traverse City to offer free consulting to help businesses through Michigan's tough economic times.
Founded in 1996 by CEO Lisa Wehr, Oneupweb specializes in social media, search engine optimization, paid search, display advertising and analytics to help businesses find success on the Internet.
"We were all sitting around one day, talking about the economy, and businesses closing and stuff like that," said Maureen Michaels, media planner and public relations manager. "We said 'What can we do?' Lisa, out of nowhere came up with this idea. Everyone got quiet then really excited."
Wehr told employees not to expect much future business or revenue from the trip. Oneupweb will not sell products or pitch services.
So why take seven people out of the office, upgrade a vintage motor home, and incur hotel and food costs to offer free business advice?
"Every year, we try to pick one type of philanthropic give-back," Wehr said. "There are so many businesses within our state that really need help. They're in survival mode, and they have blinders on. They need help to see the bigger picture."
The trip will begin and end at Oneupweb's Global Headquarters along M-22 in Greilickville. A kick-off event on Monday will include send-off speeches from Wehr and Mayor Michael Estes.
The tour also will conclude in Traverse City and will offer the same services to local businesses that it did to those in the other cities.
"We're going to make Friday our day here, for our community," Wehr said. "We should be pretty polished by then."
On the "One for the Road" trip, businesses will complete a short questionnaire and access their Web site using the motor home's WiFi and wireless router. Oneupweb specialists will offer suggestions to include a "prescription" that outlines the immediate steps that businesses can take to increase sales.
"I don't think anyone knows what to expect," said Rob Aldrich, software development manager. "We're not trying to upsell or anything. The main point is so we can try to help other businesses; this is what we really do well."
After the road trip, Oneupweb will make several services available to businesses across the state. Links to a Web-based "how-to" guide will be given to businesses in attendance. Business cards will be collected and posted online, creating a Michigan business network.
For those who can't attend any of the four sessions, the company set up a hotline to offer the same advice over the telephone.
"I would get the best feeling if we had people show up that needed help and they walked away with it. I look forward to that more than anything else," Aldrich said. "They're going to get their value."
Oneupweb hopes businesses and individuals will follow the success -- and shenanigans -- that come with any good road trip. The staff will post updates on Facebook and Twitter, daily photos and videos will be uploaded to Flickr and YouTube and a daily blog will be featured.
"I absolutely dig helping people succeed online," Wehr said. "I'm going to really enjoy the one-on-one with the people in the communities that we meet."
Organizers say they don't know what to expect from One for the Road. They are excited, but steering away from traditional corporate America practices creates some trepidation as well.
"I'm praying that it's not 'Hey we're having a party,' and no one shows up," Wehr said. "It's going to be fun spending time with my employees. I'm hoping that I come back liking them more."
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