I have the best greatest Dad ever.  Really I do.

Below is an email exchange my dad had with J.C. Penney’s regarding their new ad campaign.  It’s a little long - but I promise, worth the read.

Here’s an 83 year old guy that still goes to bat for me every day he wakes up.  Love you Pops - more than I could ever tell you.

Original Message  Follows: ————————————

Form Message

Subject:  General Inquiries 

First Name:  Lou   Last Name:  Schaefer   

 Topic:  advertising 

Comments:  Your current screaming ads are in very poor taste, very annoying and  not what I would expect from J.C. Penney’s 

——- Original Message ——-

From:  JCPenney Contact Us 

To: Lou Schaefer 

Sent: Sunday, January 29, 2012 8:34  PM

Subject: Re: General Inquiries

We’re very sorry that you are unhappy with our new commercials.

As one of America’s first stores, we thought it was time we re-imagined  every part of our business to make it easier and more exciting for you to  shop.

Many of the changes launch on February 1. It’s all about making shopping  easy and exciting for you. Fair and Square Pricing, Happy Returns and a great  new shopping environment.

We’ll have three ways we price  our merchandise, nothing more. What used to be our “sale” price is now our  Everyday Price, because it’s a great value everyday! We’ve also got Month-Long  Values—these are items that are marked down even further for the important  events that month. For instance, February is all about Valentines Day, so  you’ll find great Month-Long Values for that special someone in your life.  Finally, twice a month we’ll offer additional merchandise at our Best  Price—these are the best prices you’ll ever see on an item. Mark your  calendar—

Carri Cater

Marketing Sr. Project  Specialist

Corporate Customer Services

jcp.com

We make it affordable, you make  it yours!

——- Original Message ——-

From: Lou and Gerrie Schaefer 

To: JCPenney Contact Us 

Sent: Monday, January 30, 2012 4:29 PM

Subject: Re: General Inquiries

Thanks for the reply, but I would suggest you change advertising agencies.  That commercial would not attract me to Penney’s, in fact it has just the opposite affect.  Let me suggest a company  that would do a much better job for you - Schaefer Advertising Co. @ schaeferadvertising.com.   I might be a little prejudiced, but my son Ken could do a much better job for you.

 Lou Schaefer

From: Lou and Gerri Schaefer 

Date: Mon, 30 Jan 2012 17:33:02 -0500

To: Ken Schaefer 

Ken: 

If you should hear from JC Pennys, this is the reason why.

Dad

Back in the day, radio frequency identification (RFID) tags were individually pinned to cattle’s ears.  This allowed the ranchers to keep track of their livestock as well as save information about each animal. 

Today TransCore is using the same same technology to tag trains. The railroad industry has been using an archaic system for automatic equipment identification (AEI) data from passing trains.  This information about the cargo, freight distribution and train mechanics was often faulty and was not as informative as it could be. 

TransCore saw the need for better visibility and security for shipment tracking and distribution, so they created the Train Recording System (TRU).

TRU combined with the multi-protocol rail reader (MPRR) will strengthen the AEI information network while reducing the maintenance cost.  

We took the route of pitching this campaign as ‘over the years, locomotives have advanced, shouldn’t your AEI system?’. 

With this new system trains now operate more like our cars — sensors in the engine send signals to the dashboard to let to driver know the vehicle is overheating. With trains, the MPRR attached to the wheel bearings, for example, send signals to TRU to let the engineer or conductor know that the bearings are too hot and need maintenance. 

Instant information is power. Isn’t it time you and your equipment really started talking?

Situation Overview

ATC Logistics & Electronics is one of the premier providers of third-party logistics and supply chain services. The company specializes in forward logistics, reverse logistics, asset recovery, in addition to other equipment and components. Their customers consist of operations and supply chain executives in mid-to-large sized companies in the electronics industry.

The issue concerning ATCLE was the lack of new leads for the company. Without new clients, the company cannot continue to grow, so there needed to be a new pipeline for viable leads to be generated.

Solution

BSAPR developed a series of seven interactive lead generation campaigns that created a continuous stream of new leads for ATCLE. Each campaign was designed to introduce a new subject aimed at specific target audiences in the industry. Each piece of content was promoted by BSAPR through a variety of mediums that all linked to a campaign specific landing page for people to download the content. ATCLE was notified as to who was downloading the content, thereby creating a list of potential clients for the company.

BSAPR was responsible for strategic planning activities such as topic development and media planning. The agency also collaborated with subject matter experts within ATCLE to ghostwrite all of the content in the campaigns, as well as working on the public relations and creative aspects for the campaign.

Results

Over the course of the campaign, the number of total leads grew from just under 50 to a staggering 522 new leads, ensuring the continual growth of the company. The campaign also placed ATCLE as an industry thought-leader, with the campaign content being used at sales presentations, speaking engagements, and other educational events.

—Sara Hull

Generational Branding - Saw this photo in Fast Company  and thought it had amazing implications.  It’s something I’ve been thinking about lately.  Most brands have deep roots within a generation - to sustain, that brand has to become relevant to succeeding generations.  Think of Oldsmobile - too little - too  late.  Their “This isn’t your father’s Oldsmobile” campaign did little to sway the minds of Baby Boomers.  Their brand…. it’s dead.  Our twin sons rarely if ever wear Nike, why? Because Under Armour OWNS their generation. Nike’s still cool for shoes and some niche sports like golf - but we find ourselves spending $24 a pair for a pair of Under Armour underwear. (BTW - ever wonder why it’s called a pair of underwear?)  

Apple has done a great job of becoming relevant to a generation but they’ve been BRILLIANT in their ability to expand that relevance to both older and younger demographics.  When my 70 plus year old mother (never reveal a woman’s true age) is thinking about getting an iPhone, something pretty amazing is happening.  Transferring the enthusiasm for a brand across generations takes product innovation based on searingly insightful customer research and brilliant branding.  

Nike is losing a generation.  Who’s next?

- Ken Schaefer

Snow Bunny Success: BSAPR Helps Specialty Retailer Heat Up Its Marketing 

Background: A retailer of premium ski, snowboard and wakeboard apparel and equipment, CD SKi & Sport had three Metroplex locations, each separately branded and marketed. 

Strategy: Blanchard Schaefer recommended integrating the brand under one umbrella name and messaging strategy, with the goal of increasing brand awareness and distinguishing the brand as experts versus the big box sports retailers. 

Tactics: The integrated campaign utilized print and outdoor advertising as well as a new website. 

Results: The increased brand awareness led to a 19% increase in sales – the largest single-season increase in the company’s history. 

- Ken

The holidays are upon us!  If you have been driving around the Dallas/Fort Worth area doing your Christmas shopping, you have probably seen the Fort Worth Zoo’s holiday adoption and membership outdoor creative.  Outdoor was the driving media behind this campaign.  This was an exciting project to work on, and allowed us to use the gift-giving season as a platform for touting some of the Zoo’s animals in a fun, unique way.  We were able to add some humor into this campaign with the headline and visual, while still keeping the primary message in tact: purposeful, unique gifts at a value.  We are very pleased with the creative outcome of this campaign, but even more pleased with the results it garnered.  Holiday adoption sales were up 15% over last year, with 100% of the adoption packages sold.

Highly regarded as one of the most anticipated course openings of the year (check out all the press), The Old American Golf Club opened this summer.   

Designed by Tripp Davis and 12-time PGA tour winner Justin Leonard, the course was crafted as a classically American course. If you’re a golfer, this is one not to be missed.

Blanchard Schaefer had the privilege of helping to shape the brand of the course, creating the logo, membership collateral and website. Our goal was to capture the pure essence of  American golf and the sustainable setting of the course within the brand strategy and creative execution.

- Lynaia