Former Atomic Playpen VP and digital guru Paul Frett has joined Schermer as VP of Experience and Engagement http://bit.ly/16vFfmi along with Sr. Copywriter Sara Daugherty http://www.schermer.co/2013/10/sara-daugherty/
This is on top of the additions earlier this year of Scott Miller, former Digital and UX Creative Director at UnitedHealth Group and Group Creative Director at Gage.
http://www.schermer.co/2012/04/scott-miller/ And Jen Alstead, formerly Director of Project Management at Bolin and before that, Gage.
Tuesday, December 10, 2013
Monday, December 09, 2013
In August 2012, the company changed its name from Xata Corp. to XRS Corp., which helped mark its transformation from a hardware and software company to a mobile application company.
In a decision prioritizing employee needs and progressive workspace planning, Minneapolis ad agency Campbell Mithun announced it has signed a lease to be anchor tenant in the 510 Marquette building and will work with Julie Snow Architects to design the new space. Campbell Mithun will occupy approximately 65,000 square feet on the 10th-13th floors of the building, as well as the rooftop and penthouse. Targeted completion date: fourth quarter 2014.
“A move like this accelerates transformation and invites reappraisal of what Campbell Mithun is capable of,” said Rob Buchner, CEO of the agency. “Our aim is to design a workspace that sets a new bar in the creative community — locally, for sure, but for the industry as a whole. This is our ambition.”
Campbell Mithun employees gathered for a sneak peek of their future home on a demolished-for-build-out floor of the building; leaders from the agency spoke about the agency’s vision for its design. Video highlights:
· Rob Buchner, CEO, comments re strategic importance of move (:30): http://bit.ly/19aGExP
· Steve Arndt, CFO, comments re approach to design priorities (:30): http://bit.ly/1iO1R6V
· B-roll footage of staff viewing the space (1:00): http://bit.ly/IVRFZy
Julie Snow added: “Physical space has the power to transform daily work life. We will approach this project to empower how Campbell Mithun works as an agency -- facilitating modern collaboration, creativity and flexibility – while creating a space that enlivens the building’s compelling historic aesthetic. We’re honored to help bring it to life.”
“This space just happens to be ‘due North’ of our present offices,” continued Buchner, “and we’ll be occupying the 13th floor, which would make Ray Mithun smile.” Founder Ray Mithun often challenged employees to help clients find “which way is North?” and embraced the number 13 to inspire personal risk taking by his employees.
Downtown development mojo
Originally constructed in 1921 for the Federal Reserve, the 510 Marquette building sits on the burgeoning end of downtown Minneapolis on the light-rail line at the convergence of residential and business districts experiencing substantial development.
“We were looking for space in the center of commerce, within the city’s transportation infrastructure, to build out with our employees in mind,” said agency CFO Steve Arndt. “We found all that – and discovered an urban corridor, from the center of the city to the river, that’s infused with development energy. That’s energy that’s good for people and good for business.”
Among the development projects happening in Campbell Mithun’s new neighborhood: the planned redesign of Nicollet Mall -- which will be led by New York-based James Corner Field Operations with a design team that includes Julie Snow Architects. Other development projects nearby include Excel Energy’s new headquarters; the Nic on 5th and Soo Line Building residential towers; and the recently renovated 5th Street Towers.
“Not only are Julie and her team keenly aware of all that’s happening in this part of downtown,” continued Arndt, “but they demonstrated their understanding of how Campbell Mithun’s new home must, first and foremost, functionally support the way we now produce our best work. We’re eager to get started.”
Progressive planning for historic space
Julie Snow Architects will collaborate with Campbell Mithun to bring a modern, urban feel to the historic building by using progressive space-planning strategies, a future-oriented architectural design and locally sourced materials. Functionally, the space will be designed to enable multidisciplinary collaboration and offer flexibility via a balance of individual workspaces and common areas that support collaboration and creativity.
The agency will retain some of the building’s original character – exposed brick and open ceiling architecture – and develop an open, creative feel not typical for space in the central business district and with connecting skyways.
Also atypical is the whitish, silvery brick discovered under layers of plaster; the brick is original, uncommon for Minneapolis, and will become a key interior feature. The building also has an unusual amount of natural light for a downtown office space due to it having windows on three sides (all to be enlarged).
Campbell Mithun: At home on the 13th floor
Occupying the 13th floor of a building will be a homecoming of sorts for the agency, which has been located downtown for 80 years. Ray Mithun founded the agency on the 13th floor of the Northwestern Bank building in 1933 because, due to superstition, renting the 13th floor was less expensive. “If 13 is unlucky for someone, it must be lucky for someone else,” Mithun said. “We decided, at the start, to be ‘someone else.’”
Since its founding, the agency has embraced the number 13 as an important part of its culture. Ralph Campbell and Raymond Mithun had 13 letters in their names, “courage” remains an agency tenet symbolized by the number 13 and Campbell Mithun’s current internship is called Lucky 13.
“Were we looking for a 13th floor? Of course not,” said Buchner. “Time has certainly been kind to Campbell Mithun as we’ve opted for courageous thinking over superstition for the past 80 years.”
Tags: Campbell Mithun
Friday, December 06, 2013
Gage, a Minneapolis-based behavioral marketing agency, announced today it has added three new employees to its growing team. Isaac Sorensen has joined the agency as senior engagement coordinator, while Firoz Ahmed and Griffin Talbot have been added as senior developers.
Isaac Sorensen has been hired as senior engagement coordinator on the Marketing Bridge team. He will help manage client relationships, communications and projects for a wide variety of accounts, including Time Warner Cable Business Class, Hyland Software and Norwegian Cruise Lines. Prior to joining Gage, Sorensen was the public relations and social media account manager at Go Buy Local, a multi-channel marketing start-up, where he managed internal and client marketing and PR strategies.
Joining the technology team as a senior developer is Firoz Ahmed. Ahmed is a Microsoft Certified Application Developer, and will focus much of his time developing and maintaining applications for Microsoft ExpertZone. Ahmed comes to Gage from Bluestem Brands, Inc., where he developed and maintained software solutions for multiple clients. He was also responsible for architecting, designing and developing all major applications related to the PayCheck Direct brand within BlueStem Brands.
Gage has also added Griffin Talbot as a senior developer. Talbot brings 10 years of web development experience to his new role, where he will be tasked with maintaining websites for clients such as SmartHQ, UHC Specialty RX and AMEX Travel. Previously, Talbot was a web developer at Three Deep Marketing, where his client roster included Wonka and Carmex.
“Our business is built upon the needs of our clients, and the only way we can achieve that success is by bringing in the best possible talent in the industry,” said Tom Belle, president and CEO of Gage. “The addition of these three talented people further expands our capabilities and makes sure the needs of our clients stay our number-one priority.”
Amery Regional Medical Center (ARMC), a Western Wisconsin healthcare system, has selected Haberman to help revitalize its brand, including developing and positioning a new marketing campaign.
“With Haberman’s help, Amery Regional Medical Center will be able to authentically communicate who we are — to differentiate ourselves in this competitive marketplace,” said Ronda Knutson, director, marketing/community relations, Amery Regional Medical Center. “The agency’s compelling storytelling approach and deep experience in the health care market makes it a perfect choice for our branding.”
“ARMC is a pioneer in western Wisconsin healthcare— from the work it does in its Wound Healing Center to its Behavioral Health Center — and everything in between,” said Brian Wachtler, partner and president, Haberman. “Amery’s mission meshes nicely with our agency’s focus on improving the health of local communities.”
According to Quantum Fishing, the performance fishing gear arm of Zebco Brands, you can’t make high performance fishing gear without snapping a few rods. At least that’s the message of a new Quantum Fishing television commercial created by Minneapolis marketing agency Gabriel deGrood Bendt (GdB).
The spot (which can be viewed here) takes viewers insides Quantum’s multi-million dollar research and development facility in Tulsa, where rods and reels are tormented to their limits to simulate years of use. Machines imitate thousands of casts by repeatedly punching reels, graphite rods are snapped in a protective glass booth, and handles are spun 24 hours a day to ensure that the gears don’t wear down.
The spot crescendos with the repeated visual mantra of “Tinker, build, fish, repeat.”
The Quantum Performance Tuned Series (PT) is the focus of the commercial. The PT umbrella represents Quantum’s most advanced fishing technology, including the lightest, sleekest, smoothest reels and rods the company has developed.
“We wanted to reenergize the PT brand in 2014,” said Bob Bagby, VP of Marketing at Zebco Brands. “Success is not an end point at Quantum. We are constantly improving our reels and rods before serious anglers put them to the true test, and we wanted a spot that captures our drive for endless innovation.”
GdB has been proud to partner with Zebco Brands as agency-of-record for over 11 years, a rarity in today’s marketing world.
Thursday, December 05, 2013
Wednesday, December 04, 2013
Social media campaigns are very tricky things to run, much less to evaluate once they're operational. Just take a quick look at everything that goes into a campaign, and look at exactly what that campaign is. Creating profiles on multiple platforms, purchasing ads, constructing posts, developing an audience, giving your brand a voice – all of these measures, plus many more, are taken in order to operate your campaign. And after you go through those varied steps, the actual payoff is wholly relative, which means you may not even measure results as pure profit but rather as increased reach.
Needless to say, campaigns via sites like Facebook are very tricky to gauge in the first place. Throughout this article, we will speak about reevaluating your social media campaign, as in when to do it and how you can tweak things a bit.
When and How to Reevaluate a Social Media Campaign
If the Buzz is dying down
A savvy marketer using Facebook for business is consistently going to look at the impact their brand is having. It's important to see what people are saying about your brand, or even if your brand is being talked about. To that end, you should always be on the lookout for any potential drop-off in how your brand is viewed by fans. For instance, if you notice the buzz is dying down from April to May, and then again from May to June, while you're still doing what you usually do, then it might be time to reevaluate.
You need to figure out what it is about your efforts that aren't being received well. Perhaps think about injecting new life into your posts by way of videos and infographics. Take a look at how many News Feeds you're hitting; think about changing up the time of day you post, the amount of posts you're leaving, and even reevaluate the demographics of your ad campaigns.
If Expectations Aren't Met
Another reason you may have to reevaluate your social media campaign is if your expectations are too high. A lot of new marketers on sites like Facebook come into the genre thinking that it's going to be easy, extremely cost-effective, and quick. They set lofty goals, such as 10k fans in a few months, or X percentage boost in overall ROI in six weeks. These marketers ultimately end up believing they've failed. Well, the problem here is that the expectations were simply unrealistic.
If you experience any type of similar problem, step away from what you think should happen and simply look at what is happening. Are you making positive progress at all? If the answer is yes, then readjust your goals and see about tweaking your campaign to improve on what's working. Create milestones that are lower and work harder to achieve them, rather than setting lofty goals you think will be reached automatically.
If the Audience is Immune
Though you may be catering to a relatively small sub-niche within a larger market, you better believe that there is still a lot of competition out there. One of the biggest problems marketers face over the duration of their campaign is an immune audience. This is essentially an audience that is no longer responsive to your campaigning efforts. Your posts, contests, and other efforts are going unrewarded, so it may be time to tweak the campaign.
Using a good ad-management app, think about creating a new set of ads that target new demographics in the same general market, split-test some ads and see if you can reach people with some new advertising tactics. Carry this theme over to what you're posting. Your audience may be inundated with the same old stuff from many different brands, and a quick change-up might reinvigorate them.
Understanding if your campaign needs to be rebooted is all relative to what your measure of success is. The three campaign “ifs” above are pretty much universal and deal with a slow campaign, but there are plenty of other things you should be looking out for when operating a campaign. Be aware of any changes or shifts, and always monitor and track your progress, whether it's your reach, your depth, your impact, or your bottom line. If you ever seem to be putting a lot in for very little in return, it may be time to reevaluate.
Tuesday, December 03, 2013
Monday, December 02, 2013
Friday, November 29, 2013
Thursday, November 28, 2013
I hope you get sometime this weekend to reflect on the things that really matter in your life. Eat too much, laugh too hard and enjoy your loved ones. Life is too short not to smile.
Wednesday, November 27, 2013
“Katlyn and Maggie have been taking on more and more strategic projects in the past year, including digital PR and thought leadership efforts for clients,” said Joel Swanson, APR, president of Risdall Public Relations. “I’m excited to see them continue to excel as account executives, as they focus on greater client relations and building new business.”
Beginning her career as a reporter, Tompkins’ role as account coordinator grew from an internship with Risdall in 2012. The promotion to account executive signals her skill in media relations, excellence in writing, and ability to see how a public relations campaign fits into an overall marketing strategy. In her new role, she will continue to foster client campaigns and begin to explore new business opportunities. Her client list includes Vision-Ease Lens, Help Me Grow and Crown College.