With inspiration from Katy’s blog post title, I feel as though I must cue the Eminem lyrics, “Hello, my name is, my name is, my name is” Jaime Sporl.
I am one of three spring account service interns. Originally from sunny San Diego, California, I moved to Fort Worth, Texas in 2010 to pursue a degree in strategic communication and political science at Texas Christian University.
I am the oldest of three children. My sister, Morgan, is a sophomore at TCU, and my brother, Shawn, is a sophomore in high school in San Diego.
During my childhood, I was a definite tomboy, so I now have a deep appreciation for almost every sport. I also like being active, enjoying the outdoors and curling up to read a good book. Having traveled to over 15 different countries, I have a passion for discovering new corners of this world. So, whether it’s hopping on a plane to London, going to a Broadway show or even just spending an afternoon in the Fort Worth Stockyards, I love experiencing new things that get me out of my comfort zone.
Rather than give you a long, anxiety-filled speech about my post-graduation fears like every other college senior, I am going to provide some random, fun facts about myself.
- I have a large obsession and will spend countless hours watching the Olympic sport, Curling.
- I have studied abroad twice (once in London, England and once in Washington, D.C.).
- I single-handedly delayed the entire metro red line for 30 minutes in Washington, D.C. by falling asleep on the train.
- I have a mean British accent.
- I have been inside of Buckingham Palace.
- I have a selfie with Bob Schieffer.
- I walked and completed the Susan G. Komen 3-day for the cure walk.
- I have never read the entire iTunes User Agreement, but I have been to page 46 of the iOS 7 Terms and Conditions. (See the image below; I promise it’s worth it!)
- I have a huge fear of port-a-potties and storm drains. (I’ve been to New York 5 times and never stepped on a drain or grate. I once wet my pants instead of going in a port-a-potty.)
- I was in Spain when its men’s soccer team won the World Cup in 2010.
- I have a fascination with John F. Kennedy’s assassination.
- I have ridden an elephant.
- I have perfected various break-dance moves.
- All the clocks in my house are in military time.
- I do not like sweets.
- I have a weird infatuation with my pet fish, Phil.
- I love kids!
Before I sign off, I should mention that inspirational and motivational quotes are my thing! So, I am going to leave you with one of my favorites by Martin Luther King Jr. today. “You don’t have to see the whole staircase, just take the first step.”
Until next time!
Another local advertising awards season has come and gone, and it was one of the best ADDYs yet for Schaefer. This year’s haul came to 25 total awards, including 9 golds, a Special Judges’ Award and Best of Show. The latter comes with the
chore honor of putting on next year’s ADDY event. We should probably get on that now.
In the meantime, here’s a look at some of the big winners:
Word Crops – Cassco Development Company
Best of Show
Small Change, Big Impact videos – JPS Foundation
Special Judges’ Award
Ryan Family Showdown TV – Nolan Ryan Beef
Respiratory Etiquette Posters – JPS Health Network
Zoo Ball invitation – Fort Worth Zoo
Beastro campaign – Fort Worth Zoo
Schaefermade Lemonade campaign – Schaefer Advertising Co.
Hello from the second floor of Schaefer Advertising, Co!
As is customary of every intern, I will take a moment to introduce myself. My name is Katy Lyons and I am one of three spring account service interns. I hail from Leawood, Kansas – please, no Dorothy jokes – but am currently finishing my final semester at Texas Christian University.
Having attended and worked summer camps for many years, my introductions feel rehearsed. For instance, when playing Two Truths and a Lie, I always use the same three statements. Can you guess which one is false?
I won the fifth grade spelling bee.
I’ve worn an Olympic gold medal.
I’ve fully read the iTunes User Agreement.
Taking such rehearsed speeches into consideration, I can only assume there are other “get to know you questions” you would like answered.
Major: strategic communication
Career aspirations: account services (no, they didn’t make me write that)
Favorite vacation spot: a ranch in the Flint Hills of Kansas
Favorite dance move: the Sprinkler
Least favorite food: potatoes (cue astonished face)
Spirit animal: the giraffe, or a lion if we want to be cliché
Favorite Disney princess: Belle
Something most people don’t know about me: Despite my Kansas upbringing, I have a terrible fear of tornados… and escalators. But I guess a lot of people know now that I’ve posted it online.
Over the next few months, we will have many opportunities to further get to know one another. I’ll brag about the quality of the staff, their humor and encouragement, my various assignments, and if your lucky, some of the office secrets.
In the meantime, I encourage you all to watch this video.
Until we meet again, “you’re awesome!” and I mean it.
- Katy Lyons
Fresh ideas from a media savvy planner, thinker, jogger, rodeo rider, and president of the most stressed out generation - The Millennials.
Some call me Anna, some Anna Banana, or Waxman - and that is not the most graceful last name to be labeled.
Now that I am on the last lap of my senior year at Texas Christian University, I think of all the things I brushed off freshman year from the seniors, faculty, and career planners. We all remember coming into our freshman year of college and hearing all the seniors say, “Enjoy it, your time here flies by.” This statement plays like a broken record the entire first year. If you were anything like me, you probably shrugged it off, thinking to yourself, four years or 35063.3 hours, will not fly by quickly. Turns out they were correct. It doesn’t just fly by - it zooms. Now the question I hear constantly as a senior: “Oh… what do you plan to do with that?” This question, along with the skeptical intonation, is one that I am commonly asked when I explain that I am graduating in May with a Strategic Communications major.
One reason I chose TCU was the security in knowing they were connected to businesses in the Fort Worth/Dallas area that were interested in offering internships. I thought that would help with confirming any questions I would have in the career of my choosing.
Over the last four years I have had four internships at advertising agencies. They are all fast-paced and anxiety driven - but none have let me slow down and enjoy the anthological scenery of life such as Schaefer. Just as a point of reference, I have only been in this office for a few weeks. The warm friendly faces, quirky attitudes, comfortable environment, and Boone, Ken Schaefer’s sociable puppy, really has let me slow down and enjoy being an intern, college student, rodeo barrel racer, jogger and pretty great strategic planner.
What else…future goals: no clue… I am attempting to do the non-traditional millennial thing: have fun at Schaefer, ride out the senior anxiety and see where the road takes me. I am going to walk through the doors that will open for me, and be armed with all the experiences I have to offer thus far. I cannot wait to see where this internship and the last phase of senior year take me.
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.
This year, the Hurst Conference Center came to us with a problem. As always, we came back with a solution.
Problem: How can we increase our wedding and reception bookings and overcome the negative perceptions that engaged couples have of a conference center as a wedding venue?
Solution: Develop a unique brand and identity for the Hurst Conference Center’s bridal market that sets it apart from competitors.
Our first step was to evaluate the local bridal market, the competitors and the unique attributes of the conference center. We then crafted the venue’s unique positioning, which guided us through the naming and identity development process. Our strategy was to develop an identity that conveyed simple elegance while highlighting the unique attributes of the grand ballroom while giving it a name that would sound good on wedding invitations. We developed several different names and designs and, in partnership with the client, landed on a name that highlighted the iconic fiber optic star-field chandelier located in the grand ballroom – Lumiere Ballroom at the Hurst Conference Center.
With the bridal identity developed, we executed the new brand in several collateral pieces to introduce it into the marketplace. Our goal was to differentiate the bridal marketing elements from the rest of the Hurst corporate/meeting planner marketing pieces. This meant pulling away from the traditional red and orange colors.
The bridal identity is set apart from the corporate HCC brand through the photography style and limited use of colors. De-saturated photography added an element of refined elegance to the space, while the use of black allowed the chandelier to stand out as a focal point within the venue. However, the corporate/meeting HCC brand and the bridal identity are tied together through the use of photography and the type family (Helvetica).
This year, every single Schaefer employee had a hand in creating our Christmas card. 400-plus hand-stamped cards later, and this didn’t seem like such a great idea anymore. Take a look at how it all came together, and don’t be surprised if next year’s card is store-bought.
Merry Christmas from all of us at Schaefer!
Account Manager or Sr. Account Manager
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.
- 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
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
- 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.
- 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 firstname.lastname@example.org (subject: Account Manager)
When the Fort Worth Zoo decided to update their brand messaging for 2013, Schaefer decided to pick up where our last campaign left off – clean, uncluttered imagery that kept the animals as the stars of the show.
We saw this new campaign as an opportunity to communicate the experiential and entertainment value the Zoo offers by reminding the people of Fort Worth and surrounding areas of their wilder neighbors. We did this by trying to keep animals as close to actual size as possible throughout the varying media.
We kept backgrounds simple to further call attention to the animals as they cropped up around their “natural habitat” of Fort Worth.
Our approach led us to the headline: Real. Fun. On the one hand, it’s self explanatory, but it’s also a subtle comparison to movies, video games and other virtual forms of entertainment.
Flu season is once again upon us. And without knowing it, a lot of extra germs could be as well.
The CDC requires healthcare providers to post visual alerts instructing patients
to practice respiratory hygiene or cough etiquette. Most of the time, this manifests itself as cheesy cartoon illustrations, which are printed and laminated in-house.
In other words, another flyer in a hospital or clinic that you don’t care to read.
When JPS brought this challenge to Schaefer, we found a way to get the message noticed.
Photography by Robie Capps