#schaefer advertising

[notesfromthenapkin]

Schaefer Advertising, this is Amanda?

Everyone, this is Amanda Peredo, Schaefer’s new operations coordinator. As “The O.C.,” Amanda will be the friendly voice that takes your calls, the smiling face that greets you in our lobby and the person we complain to when we’re out of snacks.

Recently, I sat down with Amanda to ask her the hard-hitting questions Channel Scott News is known for.

Scott: Hi, Amanda. How’s it going?

Amanda: It’s good! How are you?

S: Hey, I’m the interviewer here, okay?

A: Oh, uh…okay.

S: But I’m fine, thanks for asking. So – tell me everything about yourself in a blog-friendly number of words.

A: Oh gosh, born and raised on an island. Now I live in North Texas.

S: […] Okay, I’m going to need more words than that.

A: Um…I come from a big military family, so I travelled a lot growing up. I lived in Spain, then Guam, then Texas, back to Guam, then back to Texas. And now I’ve found my home in good ol’ Fort Worth. I’ve lived in the area for 20 years, but I’ve worked in Fort Worth for six years.

S: Where did you work before?

A: I worked for XTO Energy for five years. I started as an intern, and they hired me full-time after college.

S: How do you like Schaefer so far?

A: I love Schaefer. I love the people, the different work and meeting clients that come in.

S: I’m not Ken, you don’t have suck up to me.

A: Oh, I hate it here. Just kidding.

S: Cool, how about something important. What is your favorite animal?

A: My favorite animal? Um…I kinda like the honey badger. He’s got a great motto.

S: Do you put ketchup on your hot dogs?

A: I do, plus mustard. That’s it.

S: And here I thought I was going to like you. What else can you tell me to make up for the fact that you’re a ketchup person?

A: Let’s see…I won the Steer Fort Worth photo contest. Mayor Price picked my photo and I won a new Canon DSLR camera.

S: Actually, I’m the photographer around here. You should probably keep that at home.

A: (sigh)

After that, the phone rang and I got the feeling that the interview was over. So we may never know the truth about where Amanda was when the Hindenburg blew up, but we can continue to speculate. I’m Scott for Channel Scott News, signing off.

[notesfromthenapkin]

This Isn’t Goodbye

Do you ever wonder why interns at Schaefer Advertising rarely do more than intro and exit blogs? It’s because we do stuff.

Strange concept, right? Keeping the interns busy? You won’t hear any of us complaining! Far too often, we hear stories of fellow students who slave over coffee and filing cabinets for companies that don’t value the qualified, eager and willing interns begging for experience.

At Schaefer, however, interns are given the opportunity to thrive! Co-workers seek out our assistance on various projects; managers trust us with time-sensitive tasks and believe in our ability to produce professional work. Better yet, they are interested in creating experiences that further develop our skill set.

 Don’t have a background in channel planning?

Great! Join this account and walk through the strategy, research and purchase of media across the state of Texas.

 Want to practice your writing skills?

Here, take a press release. Or two. Or three. Sneak in a blog while you’re at it.

 Still curious as to where creatives find their genius?

Participate in the next brainstorm and marvel in their creativity and good humor. That meeting will most likely be the highlight of your day.

With so many opportunities coming across our desks, it’s no surprise that blog posts are continually set aside. But I will clarify – it’s not all work in the Schaefer office. We take time to celebrate birthdays, toast accomplishments and enjoy the community six feet from our desk.

It’s hard to believe my time at Schaefer Advertising has come to a close, but I can rest assured—it was spent well.

- Katy Lyons

[notesfromthenapkin]

The Sincerest Flattery

Recently, photographer Victoria Will took a bunch of tintype photos of celebrities at this year's Sundance Film Festival. In case you didn't see them, here's the link.

As the de facto in-house photographer for Schaefer, I thought it'd be fun to see if I could fake the tintype look in Photoshop. The internet being what it is, there are probably some good tutorials out there. But I'm a guy, and I don't like asking for directions, so I just went for it.

Charlie

Maren

Ken

Cheers,

S

[notesfromthenapkin]

We Are Growing our Family!

Account Manager or Sr. Account Manager

Description At Schaefer, the account manager assumes responsibility for day-to-day client relationships, including management and growth of all assigned accounts. You’ll be expected to engage proactively in developing and presenting strategic direction for accounts in partnership with the account director and to own all project management of related client initiatives. You’ll be expected to work seamlessly with agency teams to bring client initiatives to completion. You’ll have fiscal accountability at the account level – including managing project and client budgets along with account profitability and growth. This particular AM position will service a roster of B2B accounts, so experience with technology, logistics, supply chain and transportation are a plus.  Qualifications

BA/BS degree required

2-4 year experience required (agency experience preferable but not mandatory)

Business-to-business experience is a must

Must possess strong written and verbal communication and interpersonal skills

Key Responsibilities Strategic Planning A lot of agencies talk strategy, but we live it every day. This means you’ll need to be able to:

Proactively learn and maintain knowledge of client business, including: strengths, weaknesses and differentiators; key business and marketing objectives; infrastructure of client staffing/teams; and competitive situation

Initiate and execute research initiatives

Develop and present strategic plans to both client and agency teams

Brand development/positioning

Marketing communications

Account Management

Above all, develop marketing programs that yield the desired business results for our clients

Successfully manage, maintain and build client relationships to support agency growth

Maintain proactive communications with both client and management teams on account and project status

Own project management for all account initiatives to ensure projects are completed on time, within budget and meet or exceed client expectations

Articulate, and adhere to, agreed-upon project directives and production guidelines

Collaborate effectively with creative, production and other teams to facilitate and complete client initiatives

Developing the positioning strategy for all creative projects

Sell the positioning strategy (creative brief) to clients and present to creative upon client approval

Present creative to clients

Prepare accurate and timely internal communication: conference reports, status reports, budgets, etc.

Fiscal Accountability

Initiate and sell in appropriate recommendations to support client objectives and grow account profitability

Manage development of estimates and estimate approval process

Monitor project estimates to ensure adherence to budget

Work with production manager and accounting rep on monthly billing for assigned clients

Prepare monthly budget recaps

Participate in monthly client forecasting

It’s important to understand that our account team isn’t a courier of information between clients and the agency, they are the account leads. That means they must take a very proactive role in understanding clients’ businesses, competitors, weaknesses and opportunities and then be able to articulate the necessary strategies to positively impact their business. Key characteristics of a successful member of the Schaefer account team include: proactive, engaging, warm, personable, able to guide and lead, responsible, creative, passionate, committed to excellence, persistent and enthusiastic. 

To Apply: Send your resume to [email protected] (subject: Account Manager)

[notesfromthenapkin]

JPS Health Network Rebrand

Last year, JPS Health Network charged us with reinvigorating their brand and changing the perception that this county hospital was dated, distant and becoming irrelevant in the community. By doing so, we could inspire the employees within the network to have greater pride in their organization and in the quality care they provide for their patients.

The new JPS Health Network logo consists of the JPS icon and the tagline "Centered in Care, Powered by Pride." The tagline is given new prominence to clearly define the JPS commitment to excellent patient care. It's necessary to evolve logos over time to keep them relevant as the assumptions made when the initial logo was established may no longer hold true. The color-enhanced JPS logo reflects the vibrancy, diversity and energy of their staff today while maintaining the core blue icon that is so well recognized in the community.

Original Logo (Top) New Logo (Bottom)

We found that almost 80% of their printing used four or five colors. With this discovery, we saw an opportunity to introduce more color to the logo that would not impact the budget for printing and would deliver greater impact in digital mediums.

Visually, this is not a drastic overhaul of an identity but a very specific and strategic evolution that focuses on opportunities to better JPS as a network. This can be seen in the improvements to legibility within the icon and typography. Our design styles and approach to all communication materials moving forward must provide clarity because it reflects the quality of care that is provided.

We selected the Tisa typeface family to bring a more contemporary look to the JPS brand. By contrasting a sans serif and slab serif typefaces, we are able to provide variety to the various extensions of the brand without sacrificing consistency or legibility. When paired with the updated icon, this typeface maintains brand recognition within the community and displays a more approachable image.

– Charlie Howlett

[notesfromthenapkin]

Reverse Litter TV Spots

In an effort to bring awareness to the consequences that littering can have on Metroplex waterways, our client Tarrant Regional Water District (TRWD) partnered with several cities in the DFW Metroplex to develop a campaign called Reverse Litter.

Our campaign featured four :15 TV spots that aimed at showing how litter on land ultimately ends up in our waterways. Every bit of these TV spots are real (no CGI animation was used), which made for a lot of planning to ensure we could create seamless transitions from scene to scene. Click on the screenshots to view each spot, or learn more about our Reverse Litter campaign by clicking here.

Each spot focuses on the most frequently found litter in our waterways: aluminum cans, styrofoam cups, plastic bottles and plastic bags.

The emphasis of the campaign is that accidents do happen and you can unintentionally litter even when you don't really mean to. Luckily, we can all be a part of the solution and help reverse litter by being more mindful of our actions and by lending a helping hand and picking up litter that you find near your home, office, school, street or playground.

[notesfromthenapkin]

Croppin' Up

In anticipation of the Clearfork Main Street Bridge opening, which would open up traffic through Clearfork for the first time, we wanted to develop on-site signage that would call motorists' attention to sheer size of the land and tease what was to come.

Rather than putting up traditional banners or billboard signage, we created a concept that used larger than life words to describe the soul of Clearfork. The words were placed at strategic points on the property and were made to appear as if they had grown out of the land. Thus, we referred to the project internally as the Clearfork word crops.

[notesfromthenapkin]

Here's a little peek inside the agency.