the midnight oil group


IVF Michigan is one of the leading fertility clinics in the world, providing a wide variety of infertility treatments, such as in vitro fertilization, IUI, semen analysis and egg freezing. They have over 60 years of collective experience and locations in Bloomfield Hills, Ann Arbor, Dearborn, East Lansing, Macomb, Petoskey, Saginaw and Toledo, OH.

marketing collateral

the midnight oil group regularly creates a variety of marketing collateral for the various IVF Michigan locations, including brochures, buck slips, business cards, print ads and more.

digital advertising

We have used digital advertising on behalf of IVF Michigan to promote a new service, location or hire.  Through hyper targeted platforms like Pandora or Spotify, we have been able to successfully deliver a succinct message to a target audience group, backed by both analytics and results.

social media marketing + contesting

the midnight oil group handles all social media marketing for IVF Michigan’s multiple locations. We curate all content, including articles or information that is of interest to potential patients of IVF. We also create custom graphics, infographics and more that help to further promote the IVF Michigan brand. Additionally, IVF Michigan conducts regular contests that help to engage fans and followers, and gain exposure for the practice. the midnight oil group sets up all social media contesting including designing graphics, setting up parameters and submission guidelines and coordinating the winner.


When IVF Michigan opens a new location, we have helped to overcome potential branding limitations through such avenues as removable signs and popup banners.


IVF Michigan regularly gifts staff, patients and referring doctors with small tokens of appreciation; we have designed several promotional items that are reflective of the IVF Michigan brand.

public relations

the midnight oil group distributes press releases on behalf of IVF Michigan whenever there is newsworthy information to disseminate, such as new locations, new studies or new hires. the midnight oil group also promotes the doctors at IVF Michigan as leaders in the field of reproductive endocrinology, often coordinating interviews with local and national media when timely news stories require an expert’s opinion.

out-of-home advertising

the midnight oil group has orchestrated a number of traditional and out-of-home advertising purchases for IVF Michigan.  From billboards to print advertising, we have furthered IVF Michigan brand awareness through strategic, paid placements.

direct mail

We have utilized direct mail for various events, including open houses, new office locations and more. Direct mail is great to alert people living within a close radius of a location about the services offered. the midnight oil group handles all aspects of the direct mail project, including design of the actual marketing piece, printing, bundling and coordination to prepare for post office drop off. IVF Michigan has found this service to be cost-effective to help get the word out about new practice locations.