Over the course of 45 years, UNI alum Mike Schreurs has built Strategic America into a thriving marketing firm, one that has been bolstered by hiring many other UNI graduates. After more than four decades of leading the company as chairman and chief strategist, he leaves behind a legacy of innovation, mentorship and a deep connection to his alma mater as he heads into retirement.

“Roughly 2-3% of businesses are around by the 45th year,” said Schreurs. “I want us to be sustainable, and the only way for us to be sustainable is for the culture to be so strong that we have culture builders who have the same hunger, have the same curiosity, the same drive and are ready to go. That's what I would hope is in place 25 years from now and longer. So it’s not just about the finances. It’s about the culture. And the culture, of course, is built by people.”

The longevity of Strategic America is especially impressive considering just how much marketing has evolved in the last 45 years. 

Schreurs grew up in Keota, Iowa, as the oldest of five siblings. His journey to UNI was initially driven by a desire to become a teacher, but he soon transitioned to business and chose to major in marketing. At the time, he had no idea he was starting a family trend. One of his sisters, Linda, went on to attend UNI, as did his younger brother, John, who is the president and CEO of Strategic America.

“When I started college, I was 17 years old,” he said. “I figured I needed at least some kind of a respite from just sheltered life at home to figure out who I am as a person, and UNI felt like it was a safe place to meet other people, learn my interests and be challenged and grow.”

At UNI, Schreurs learned the value of building relationships, which has served him well in business. He was a member of the Tau Kappa Epsilon fraternity, joined a student ministry and participated in UNI’s chapter of the American Marketing Association.

“The grounding I had at home and then the kind of intellectual stimulus of UNI prepared me to pursue my dreams,” he said.

As a senior, Schreurs took a bold step and asked for a job application at Black Hawk Broadcasting (now KWWL). He was offered a job as a cameraman, but his ambition quickly propelled him into directing and sales. Eventually, he launched a production company (Carnaby Square) for Black Hawk Broadcasting, in which he worked with agencies, networks and clients of all sizes, a decision that would set the foundation for Strategic America.

"That became my passion, and all of my business training started to take shape around creativity and communications through television as a medium," Schreurs said.

Strategic America began as Schreurs and Associates in 1980 when Schreurs opened the business with a partner. Mike’s brother John joined the company a few years later. Schreurs wanted the business to stay in Waterloo for as long as possible, but frequent travel to Des Moines meant that it eventually needed to move to the state capital.

The firm experienced significant growth in the first decade or so, offering services including field marketing, media buying, public relations, commercial production, and strategic marketing services. In 2000, Schreurs changed the business name to Strategic America, alluding to the signature style of taking a holistic, strategic approach to marketing.

Over the years, Strategic America has marketed for dairies, heating and air conditioning companies, financial institutions and hospitals. The business has grown to 130 employees. Yet, in reflecting on the business’ success, Schreurs points to the relationships he’s built.

“Some of the most satisfying moments have just been working with incredibly talented people and helping them grow, watching their accomplishments and realizing that together we can do things that perhaps they didn't believe they could,” he said.

Many of those relationships are with UNI alumni, as more than 10% of the Strategic America workforce can trace their roots back to UNI. Although the talent certainly comes from a variety of institutions, Schreurs is quick to point out what makes the UNI alums working at Strategic America unique.

“The one thing I always see with UNI grads is they are ready to go,” he said. “Sometimes, with grads from other institutions, I see somebody who thinks they deserve a chance. I never see that with UNI kids. They're willing to earn it. They're willing to work to prove it.”

Whenever Schreurs returns to campus to speak in classes, he is always blown away by the caliber of students at UNI.

“This institution doesn’t take a second seat to any other regional university,” he said. “This is the kind of institution that prepares students well for valuable careers. So many sharp people have come through, who have already modeled the level of greatness that can be achieved. I challenge today’s students to step into those shoes and realize you can do it too.”