The Evolution of C3
I’ve spent over three decades helping brands and organizations determine how best to connect with their consumers, communities, teams, and now with a rapidly changing set of AI tools.
This is the story of how that work started and how it has evolved.
In 2009, I founded C3. Creating Connections Consulting LLC, a digital marketing firm, after 15 years at Procter & Gamble in Customer Business Development and Marketing roles. My career at P&G was rooted in foundational core values of Integrity, Leadership, Ownership, Passion for Winning, and Trust, which I carried over into forming my company.
As early social media platforms began evolving from college campus personal use ecosystems to developing business use cases, I saw an opportunity as an early adopter to assist companies with transforming digital connections and engagement into measurable business success.
C3 provided consulting on digital marketing strategy, personal brand coaching, training, workshops, social media campaign management, analytics, LinkedIn strategy, LinkedIn coaching sessions, and speaking engagements to hundreds of clients across the Midwest region. Additionally, C3 created a series of workshops and presentations on social media safety for parents and teens that were provided pro bono to schools and parenting groups in Greater Cincinnati.
C3 empowered businesses and individuals to develop impactful brand stories, communicate with clarity, and engage their audiences in measurable, meaningful ways.
C3’s legacy is the lasting impact on the many clients we worked with over the years.
From the Digital Marketing Years:
“Terrific workshop during the Clermont Chamber’s Business Technology Summit. Your advice was understandable and actionable, packaged in an engaging style. Your expertise radiated! Thanks Michelle!”
From the Social Media Marketing Era:
Michelle is like another tool in my belt. Whether it is a personal or business need, Michelle is my go to person for social media issues. She is very diligent on staying on top of improvements and changes in social media. She’s an expert at how to use the tools to market yourself and your business….I cannot say enough positive things about what a great resource she has been for strategic HR, Inc.
The Nonprofit Decade
In 2016, I received an opportunity to build a marketing and communications department for a national nonprofit, American Heritage Girls, from scratch. I thought I’d stay a few years. I fell in love with the mission and stayed nearly a decade, leading everything from content strategy to media production. When ChatGPT arrived in late 2022, I started thinking about how AI could take on the repetitive workflows of my nonprofit MarCom team so I could spend more time on strategy.
As I developed and incorporated AI use cases for our work, I began to learn more about agentic AI. The premise of using AI as an “intern” was quickly advancing to a higher level of practice. How could our team use agents for good? That incredibly intriguing question never really left me.
I spent my career with resources most organizations only dream of. Then I watched AI begin to level the playing field for everyone else. That’s what brought me back.
I retired from my nonprofit leadership role in 2025 and turned my full attention to learning, testing agentic AI, and creating use cases.
Paired now with my own name, C3 reflects what’s always been true: the strategy and the person behind C3. Creating Connections Consulting has consistently been one and the same.
Creating Connections Consulting Today
Today, C3 / Michelle Beckham-Corbin helps nonprofits, small businesses, and faith-based organizations create a different kind of digital connection: putting artificial intelligence to work through AI Literacy education, Responsible AI Strategy, Workflow Automation, and Strategic Storytelling to free up time for what they do best.
If you lead a ministry, you may wonder whether AI can serve work rooted in Scripture without distorting it. I’ve walked that road inside faith-based organizations, and it begins with one commitment: that people, never tools, remain the guardians of the content.
The tools keep changing. What I’m here to do hasn’t. To help people and organizations find their story and use it well. That’s what C3. Creating Connections Consulting has always meant. It still does.
Curious where your organization stands? The free AI-Readiness Scorecard is 10 questions in about 10 minutes. Get your scorecard here.
Michelle Beckham-Corbin, MBA
