David Schaaf
Portfolio
David Schaaf
temp-tations®
Event Marketing
A Newton Manufacturing representative had an
opportunity to exhibit an exclusiv...
David Schaaf
We Do Things
Differently
Fierce competition and a limited budget created an
added emphasis on grabbing attent...
David Schaaf
Booth! There It Is
“Booth! There It Is” is a white paper that was the
centerpiece of a month-long internal co...
David Schaaf
Where in the World
is Kevin Peska?
The “WWKP” campaign was created to promote Newton
Mfg.’s Choices sales inc...
David Schaaf
Newton Mfg.
2013 Rebranding
Due to strategic changes in Newton Manufacturing
business offering, the company n...
David Schaaf
Direct Mail to
Sell Direct Mail
Newton Manufacturing saw opportunities in the direct
mail market and wanted a...
David Schaaf
QR Codes
In 2011, as QR codes became the rage, Newton
Manufacturing saw an opportunity for its representative...
David Schaaf
More Than Just
a Mug
In early 2013, the Promotional Products Association
International held “Promotional Prod...
David Schaaf
Newton Mfg
2010-12 Website
In 2010, Newton Manufacturing expanded its offering to
include additional services...
Email: dschaaf123@yahoo.com
David Schaaf
Contact & Connect
Click the icons to connect
@d_schaaf
daschaaf.wordpress.com
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David Schaaf's Portfolio

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David Schaaf's Portfolio

  1. 1. David Schaaf Portfolio
  2. 2. David Schaaf temp-tations® Event Marketing A Newton Manufacturing representative had an opportunity to exhibit an exclusive temp-tations® cookware line to an audience of 300 casino marketing professionals and 2012 Casino Marketing Conference in Las Vegas. The objective was to generate leads for sales of the cookware and open the door for additional opportunities for the representative with this important niche audience. The centerpiece of the strategy was the 10’ x 10’ booth display that was designed as a kitchen set in reference to the cookware brand’s popularity on QVC. The attention grabbing display reeled in attendees to the booth where they could see the cookware demonstrated and pick up literature. Booth visitors could enter to win one of two sets of cookware by filling out a quick survey card, which provided leads for the representative to follow up on. Leads generated from the show resulted in approximately $1 million in sales. The booth and supporting campaign received a 2013 Best in Category Nova Award for Special Event Marketing from the Iowa chapter of the American Marketing Association.
  3. 3. David Schaaf We Do Things Differently Fierce competition and a limited budget created an added emphasis on grabbing attention for Newton Manufacturing’s 2011 recruiting campaign. The solution was to turn this campaign into a show case of how the company did things differently. Analysis of competing ads revealed that they all shared similar stock photos of business people and the same bullet- pointed features. To stand out, Newton’s print and banner ads would be stark white, creating a visual break among the visual clutter. Copy would be short but bold, clever and humorous to create interest and drive traffic to the company’s website for more in depth information about joining Newton. The campaign generated a buzz for the company both for its message of doing things differently and overall creativity. Representatives recruited through this campaign noted that the creative execution of the campaign made them want to work with the company.
  4. 4. David Schaaf Booth! There It Is “Booth! There It Is” is a white paper that was the centerpiece of a month-long internal content marketing campaign designed to increase sales in the event marketing segment. This concentrated effort was designed to keep this profitable opportunity top of mind with sales representatives. From the white paper, additional pieces were designed educates representative and their clients about event marketing including blog posts flyers, newsletter articles, a webinar and a work book. The white paper made available to industry to generate leads to recruit new sales representative. Emails and press releases were sent to drive traffic to a landing page. As a result of the internal campaign, the company saw an increase in sales in trade show signage and related promotional products. The external campaign resulted in a healthy spike in website traffic and several hundred downloads. Read: White Paper
  5. 5. David Schaaf Where in the World is Kevin Peska? The “WWKP” campaign was created to promote Newton Mfg.’s Choices sales incentive package to its independent contractor sales force. The concept was to highlight the wide assortment of travel options available by “sending” regional sales manager Kevin Peska visit each destination in a series of three videos. The videos were released in one week intervals. An email was sent to the representatives introducing each one with an offer for the first 10 reps to reply within 24 hours with the correct destinations featured in the video received an exclusive WWKP T-shirt. The t-shirt contest provided an incentive to watch the video and open their Choices brochure. The videos were teased with behind the scenes images through social media and then shared on those channels after the contest. The campaign was well received by the representatives with many of them appreciating the fun and interactivity. The t-shirts were so popular that after the contest, the company took orders from representatives and employees and donated the proceeds to charity. View: Episode 1 | Episode 2 | Episode 3
  6. 6. David Schaaf Newton Mfg. 2013 Rebranding Due to strategic changes in Newton Manufacturing business offering, the company needed to update its brand presentation. The goal was to create a strong visual identity that would encourage Newton’s sales representatives choose to use it, thus increasing nationwide awareness and control of the brand. Images were specifically chosen to show products in action, supporting the company’s solution-based approach to promotional products. A branded two-pocket folder was added to accompany collateral create a more elegant presentation and allow the representative to include additional information at their discretion. A trade show booth was also created for representatives to use. The complete rebrand was completed in six weeks and was launched January 2, 2013. All recruiting materials, sales collateral and digital assets were changed to reflect the new visual identity and updated content. Demand for Newton branded collateral has tripled since the rebrand. View: Website | Signature Brochure
  7. 7. David Schaaf Direct Mail to Sell Direct Mail Newton Manufacturing saw opportunities in the direct mail market and wanted a piece to help sell capabilities in that area. The piece would used by representatives to send to their customers and prospects to start the conversation about direct mail. The company built a direct mail piece using information from a study from the Promotional Products Association International that found incorporating promotional products in direct mail increase response rates. The piece incorporated a Holdzalot – a desktop promotional product that was designed to hold business cards or cell phones. The Holdzalot was also flat and therefore easy to mail. The promotional product served as an example of how to use them in direct mail and their affect on the recipient. Representatives found the direct mail useful in engaging customers for their direct mail business.
  8. 8. David Schaaf QR Codes In 2011, as QR codes became the rage, Newton Manufacturing saw an opportunity for its representatives. To take advantage of this opportunity, sales tools were needed to educate representatives and their customers. A white paper was written that explained what the codes were and gave the representatives tips on how to sell them. In addition, a presentation was given to several representatives to further explain how useful QR codes could be for their customers. To help the reps engage their customers, a sales flyer was developed that explained the benefits of QR codes. To demonstrate how they worked, the flyer included a QR code that when scanned played a video. The white paper was also released to the industry to generate leads for the company’s recruiting efforts and resulted in several hundred downloads. While the failings and disappointment of QR codes are well documented, this mini campaign did help the company capitalize on the initial popularity of QR codes. View: White Paper | Video | Presentation
  9. 9. David Schaaf More Than Just a Mug In early 2013, the Promotional Products Association International held “Promotional Products Work! Week” to unify the industry in promoting the effectiveness of promotional products in advertising. To show solidarity with the industry, Newton Manufacturing created the “More than a Just Mug” campaign. The campaign was based on the fact that promotional products, like coffee mugs, do more than just sit there. It began hosting the local chamber of commerce breakfast, where a “More than a Just Mug” presentation was given. Each guest received a mug with the key message that changed when a hot beverage was poured in. The mug not only made a nice gift but both illustrated and explained the key message from the presentation. Additional content was created including a blog post, video of the mug changing colors and delivering its message, and a landing page on the company’s website featuring the presentation and other informational resources. This content, including pictures from the event were shared across the company’s social media profiles. View: Presentation | Blog Post | Video
  10. 10. David Schaaf Newton Mfg 2010-12 Website In 2010, Newton Manufacturing expanded its offering to include additional services. The company’s website would need to be overhauled to showcase the additional services and match the new marketing collateral being developed. The challenge was to organize a page hierarchy that would include everything the company had to offer, but still be easy for visitors to navigate through. The solution was drop down menu that included all available content. Three “pods” were added to the page layout that linked to related content or drive traffic to specific pages. The design elements were minimal in nature to give the site a more contemporary look than its predecessor while still matching existing brand elements. The site launched in July of 2010 and won a Silver Technology Award from the Promotional Products Association International for content and functionality. While the site has received a facelift, the basic design and layout can be seen live at www.newtonmfg.com.
  11. 11. Email: dschaaf123@yahoo.com David Schaaf Contact & Connect Click the icons to connect @d_schaaf daschaaf.wordpress.com

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