Field Guide

What Field Guide does

Field Guide Inc. is a privately held, woman-owned strategic communications consultancy headquartered at 1161 Selby Ave, St. Paul, Minnesota, founded in 2013 by Mary Quinn McCallum. The firm delivers three core service pillars — Communication Strategy & Implementation, Brand Management, and Public Relations — to nonprofits, mission-driven organizations, and forward-thinking SMB brands in the Minneapolis–St. Paul metro and selectively across greater Minnesota. Client engagements span public relations, strategic planning, brand development, messaging, media relations, event coordination, and website copy, with the firm positioning itself as an extension of the client's team under a proprietary Belonging, Dignity, Justice, and Joy (BDJJ) framework.

The business operates as a project-based, quote-priced consultancy on multi-year engagements, generating revenue through customized professional-services retainers rather than productized offerings or recurring software. Distribution is consultative and referral-led: the firm relies on direct relationship selling, word-of-mouth, and an online inquiry channel, supported by earned media placements (Star Tribune, MPR News, local TV), Keystone Program chamber membership, and a recurring design partnership with Hafi Design. Named clients include Saint Paul Brewing, Eat Street Crossing, Open Arms of Minnesota, PRISM, BetterWorld Partners, WaterShed Spa, AOT, Maji ya Chai Land Sanctuary, bakehouse, and Elevate Hennepin.

The firm is independently owned with no disclosed institutional investors, parent company, subsidiaries, or funding rounds. Headcount sits at 1–10 employees, with a publicly listed team that includes a Strategic Advisor, a Senior Communications Strategist (two-time regional Emmy winner), a designer, a project manager/researcher, and a communications specialist. There is no software product, public API, or proprietary technology platform; service delivery rests entirely on human expertise and the firm's assembled expert-team model.

Name

Field Guide

Legal name

Field Guide Inc.

Website

https://fieldguideinc.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Field Guide Inc. is a woman-owned strategic communications consultancy in St. Paul, Minnesota, founded in 2013, delivering PR, brand management, and strategic planning to nonprofits, mission-driven organizations, and forward-thinking small brands in the Twin Cities region.

Ownership category

akta.pro rank

Headquarters

HQ city

Saint Paul

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Strategic Communications Consulting: Field Guide provides customized strategic communications, public relations, and brand management services to forward-thinking brands and mission-driven organizations. Revenue is generated through project-based consulting engagements tailored to client-specific needs, including communications strategy, media relations, brand development, and event coordination.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Field Guide is a strategic communications consultancy that delivers customized public relations, brand management, and communications strategy services to forward-thinking brands and mission-driven organizations. Services span communications audits, content creation, media pitching and relations, brand positioning and messaging, event planning, and crisis communication planning, executed through custom-assembled expert teams.

Product overview

Field Guide is a strategic communications consultancy providing customized solutions for forward-thinking brands and mission-driven organizations. Rather than a software product, the company offers three interconnected service pillars: Communication Strategy & Implementation (communications audits, content creation, team building), Brand Management (brand positioning, messaging, crisis communication, general counsel), and Public Relations (media relations, event planning, public appearances, media pitches). The company was founded in 2013 by Mary Quinn McCallum and serves clients across various industries including food/beverage, nonprofits, arts/culture, and local government.

Differentiator

Problem solved

Functional benefit

Products and services

• Communication Strategy & Implementation

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Hafi DesigncoreImplementation/ SI/ Consulting PartnerHafi Design is a design partner that collaborates with Field Guide on website development and branding projects. The partnership has produced websites for clients including BetterWorld Partners, bakehouse, and other Field Guide clients. Hafi Design handles visual design and UX while Field Guide provides copywriting, project management, and strategic input.
• Keystone Program (Minneapolis Regional Chamber)minorOthersField Guide is a member of the Keystone Program of the Minneapolis Regional Chamber, which recognizes organizations that donate at least 2% of their annual pre-tax earnings to the community. This membership supports Field Guide's community engagement and visibility within the local business ecosystem.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Periscope: Minneapolis-based creative, brand, and communications agency; comparable regional competitor offering integrated marketing and PR to brands and consumer-facing organizations.
• Carmichael Lynch Relate: Minneapolis-based public relations arm of Carmichael Lynch; similar regional PR offerings for consumer, nonprofit, and corporate clients in the Twin Cities market.
• Haberman: Twin Cities-based, mission-driven communications and PR agency with similar focus on purpose-led brands; comparable boutique size, regional footprint, and impact-oriented client base, directly overlapping in market.
• Tunheim: Minneapolis-headquartered integrated communications and PR firm serving regional corporate and nonprofit clients; directly comparable in geography, service mix (PR, brand strategy, content), and mid-market client base.
• Padilla (Integer Group): Minneapolis-headquartered PR and communications agency (now part of Integer) with broad B2B, nonprofit, and corporate clients; directly comparable Twin Cities peer offering PR, brand, and content services at slightly larger scale.
• Clarity Coverdale Fury: Minneapolis advertising and PR firm serving consumer brands and mission-driven organizations; comparable in geography and breadth of brand, PR, and content services.
• Beehive Strategic Communication: Regional strategic communications consultancy with comparable service mix (PR, brand, content); meaningfully similar in size and model to a boutique communications partner.

Broad incumbents

• M Booth: National purpose-driven PR and communications agency serving mission-aligned brands; overlaps in impact/nonprofit positioning but operates at significantly larger scale with broader geography.
• Fenton Communications: National social-impact PR and public affairs firm serving nonprofits, foundations, and progressive brands; comparable mission-driven positioning and service suite at multi-city scale.
• APCO Worldwide: Global communications and advocacy consultancy with significant purpose-driven and ESG practice; comparable in strategic communications and cause-marketing work at enterprise scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fieldguideinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Field Guide