For SCHOOL USE ONLY. Campaign created with permission from company. This campaign won 3rd place in the ADV 486 class in Spring 2011.

1. REAL
ADVERTISING
campaign proposal
emily seidl lauren farek lauren simonetti mike bindus

2. “Opportunity is missed by most people because
it is dressed in overalls and looks like work.”
contents.
--Thomas A. Edison
.
.
memorandum 1
.
analysis 2.1 - 2.9
.
research 3.1 - 3.7
.
goals 4
.
creative brief 5
.
identity 6.1 - 6.4
.
print 7.1 - 7.4
.
social 8
.
outdoor 9.1 - 9.2
.
media 10.1 - 10.2
media plan 11

3. 1
memorandum.
Dear Custer Family,
4Real Advertising would like to sincerely thank you for allowing us to work personally with you to build the most
ef cient campaign for Custer’s individual needs and objectives. We have built a foundation for our campaign that
we are both proud of and extremely eager to share with you. We feel that it is imperative to express to you our
appreciation for the passion you have exposed when enlightening us with the details of what it means to create an
inspirational workspace. By sharing your enthusiasm to create a motivating work environment, you have also shown
your openness to learn from our concepts and ideas. We have also taken into account your speci c needs and
fundamentals by incorporating them into a customized campaign. As a result, we believe the most bene cial way to
approach the delicate reputation of Custer in Northern Michigan is to create a physical Custer presence through a
traveling showroom. We have built our creative pieces to support the need for Custer to improve its physical
presence in Northern Michigan. Throughout this book, you will be exposed to our campaign from both the creative
and tactical approach. All in all, we want our campaign to reiterate the fact that creating and managing workspaces
that are “tailored to t” is essential to any business. We hope you can take away some signi cant ideas from our
campaign that will greatly impact the quality of the reputation of Custer Workplace Interiors.
Sincerely,
emily seidl
lauren farek
lauren simonetti
mike bindus
REAL
ADVERTISING

4. 2.1
analysis.
.
History
. In 1981, Dave Custer founded Custer Workplace Interiors with the
mission to be the premier western Michigan supplier of Steelcase
Competition
.
furniture. Over the years, Custer has expanded to employ over
100 people and has since earned the ‘Steelcase Exemplary Dealer
.
Award’ for their impressive work in the industry. Custer takes pride
Evaluation in being able to offer optimum solutions for a variety of workplace
environments.
.
Custer is the only authorized Steelcase dealer in West Michigan.
Strengths With Steelcase being the global leader in the of ce furniture
industry it offers the most comprehensive array of of ce furnishings.
Weaknesses
.
This includes architectural products, panel systems, wood suites,
seating, storage, and workplace organization tools.
.
Custer is a provider of high-end solutions and will customize each
Opportunities individual product to live their brand.
Threats

5. 2.2
analysis. Kentwood Of ce Furniture
. .
History
. Founded 1976
.
Competition
. .
Less geographic limitation
.
Stationed in Detroit, Grand Rapids, Lansing, Chicago, etc.
Evaluation .
.
Website shows off eco-friendliness of the company
Strengths
. Offer an e-mail newsletter for promotions and breaking products
.
Weaknesses
. .
Has a line of ergonomic tools (keyboards, food trays, etc.)
.
.
Custom installation
Opportunities
.
Offers line of education-related products
Threats
.
“Think you’ve got the world’s worst of ce?” tagline
Sells Herman Miller, Haworth, and Steelcase furniture

6. 2.3
analysis. Herman Miller
. .
History
. .
In business since 1905 (then as Star Furniture Company)
Competition
. .
Wide breadth of products
.
Operates in U.S., UK, and China, headquartered in Zeeland, MI
Evaluation .
.
$28.3 Million Net Pro t 2010
Strengths
. .
Similar sleek and modern design
Weaknesses
. .
Line of tool support (i.e. keyboard tray, monitor dock, power/data support)
Climate control and sound management systems
Opportunities
Threats .

7. 2.4
analysis. Haworth Of ce Furniture
. .
History
. .
Privately held company, founded in 1948
Competition
. .
North America, Europe, Asia Paci c, Middle East and Latin American regions.
. .
It is headquartered in Holland, Michigan.
Evaluation
.
Strong client base
Strengths
. .
Wide product portfolio
Weaknesses
. .
Visually pleasing website
.
.
Extensive promotional programs
Opportunities
.
Enclosed moveable walls with frameless glass
Threats
.
Offer of ce furniture to government agencies
.
Well-developed Facebook and Twitter pages
Sells Herman Miller furniture

8. 2.5
analysis.
.
History
. Custer provides a dynamic service whose specialists’ sole focus is
.
creating exceptionally smart designs for the clients’ environment.
Competition Custer‘s strengths lie in their forward thinking and specialized
products and services. Custer offers dynamic, durable, and fresh
Evaluation
.
options to their customers. Unique and specialized accomodations to
each individual consumer request are made permissible by the team's
.
dedication and motivation towards client satisfaction.
Strengths
Custer is the only authorized Steelcase dealer in West Michigan.
Weaknesses
.
Steelcase, which is the global leader in the of ce furniture industry,
offers the most comprehensive array of of ce furnishings, including
.
architectural products, panel systems, wood suites, seating,
Opportunities storage, and workplace organization tools.
Threats Custer also represents over 200 other different manufacturers
and suppliers of workplace furnishings. This allows them to offer a
complete selection of products to t every style and budget, and the
expertise to create a solution for every client.. They offer high-quality
workplace furnishings, including architecture and technology products.

9. 2.6
analysis.
. .
History
. .
All-encompassing, full-service company for design, technology,
furniture, and construction of spaces
Competition
. .
Customized products: Small, Medium, Large, Extra Large
Evaluation
. .
Strong design team whose work “sells itself”
. .
Experience: Established in 1981
Strengths
.
Array of project sizes
Weaknesses
.
Distribution of Steelcase products. Steelcase has strong market
position in of ce furniture industry (Marketline) with wide product
. .
portfolio
Opportunities
.
MI-based company
Threats
.
Environmentally conscious
.
Quality Products with lifetime warranty
Refurbished and leased furniture available

10. 2.7
analysis.
History .
. .
.
Weak brand recognition in Northern Michigan and U.P.
Competition
. .
No showrooms outside of Grand Rapids
.
.
Weak brand image and perceived relevance in Northern Michigan
Evaluation
.
Most business is done locally, limited to speci c regions
Strengths
. .
Weak online presence, particularly social media and SEO/SEM
.
Custer Workplace and HealthWorks branded very similarly but are
Weaknesses
.
separate entities
Opportunities
.
Brand image does not demonstrate other genres of design
Threats

11. 2.8
analysis.
. .
History
. .
Traveling showroom for client meetings and promotions
Competition
.
Sponsorships and promotional events to increase awareness,
.
build customer base in Northern Michigan, and increase sales
Evaluation
. .
Increase sales and network in the Upper Peninsula
.
Services: Current state of economy employs opportunities to
Strengths
.
remodel existing of ce interiors
.
Increasing demand for updated/modernized facilities as economy
Weaknesses
.
lowers demand for new buildings
Opportunities
.
Utilize different media venues
Threats

12. 2.9
analysis.
. .
History
. .
Dif culty reaching target audience
Competition
.
Competition has less geographic limitation and stronger brand
.
recognition
Evaluation
. .
Perceived by some as unaffordable, “high end” furniture
.
Economic recession may make it dif cult to enter a relatively new
Strengths
.
market (Michigan U.P.)
Weaknesses
.
Failure to reach market in Northern Michigan and The Upper Peninsula could
.
damage brand image.
Opportunities
.
Custer brand associated primarily with Steelcase
Threats

13. 3.1
research.
.
Survey One
. We obtained our primary research through two surveys
.
speci cally tailored to the target audience. We also conducted
Survey Two internal interviews and conference calls with Custer sales
representatives in the Northern Michigan region.
Secondary
Survey One
Intended for college students that spend majority of their time on campus,
whether it is for classes, living arrangements, studying, etc. We surveyed
students from a variety of universities including Michigan State University,
Northern Michigan University, Ohio University, and Central Michigan University
Survey Two
Polled current full-time professionals in an of ce setting. The survey’s aim
was to nd out what white-collar professionals deemed important in their
work environment. The survey was distributed to a variety of of ces
throughout Michigan.

14. 3.2
research.
.
Survey One
. Survey One
.
Lecture Halls 10%
Survey Two where remodeling took place
Library 8%
Secondary Study Lounges 6%
Cafeterias
44%
Dorms
32%
Less than 10 percent of students surveyed reported any remodeling
or updating has taken place in the past 4 years that has been evident
to them in their Libraries (8%) and Study Lounges (6%). Majority of the
renovations that take place on the college campuses involve
Cafeteria’s (44%) and Dormitories—mostly hallways and lobbies (32%)

15. 3.3
research.
.
Survey One
. Which aspects are most important for you in a study or class environment
.
(Rank Level of Importance)
Survey Two Overall Ranking
-Comfort - Most Important
Secondary -Cleanliness/Organization - Important
-Natural Lighting - Average in Importance
-Creative and Comfort - Minimally in Importance
-Peace and Quiet - Not Important

16. 3.4
research.
.
Survey One
. Survey Two
Survey Two
.
Which characteristics of a study or work atmosphere would most inspire your
performance:
76.9 percent of survey students said a modern and contemporary
Secondary atmosphere would inspire the performance the most.
Which aspects of your current work atmosphere needs the most
improvement:
Lighting 17%
Atmosphere 10%
Decorations 5%
Furniture
30%
Technology
35%
Technology Updates (35%) and Furniture (30%) were reported
to need the most improvements on college campuses.

17. 3.5
research.
.
Survey One
. Approximately how many hours do you spend at your current work of ce?
Survey Two
Secondary . 10-20 Hours 25%
40+ Hours 50%
30-40 Hours 25%
If remodeling and renovation were to take place in your of ce, which aspects
would you like to see remain the same
Furniture 5%
Color Scheme 35%
Technology 10%
30%
Layout 35%
Lighting 15%
35%
Most of the surveyors would only like to see their of ce layout and color scheme
stay the same but would like the accessories to be updated

18. 3.6
research.
.
Survey One
. .
Seconday Research
. .
Over 35 million people in the U.S. are employed in of ce buildings.
Survey Two
Research indicates a direct correlation between workplace environments
Secondary
.
and productivity.
Surveys show crowded work places, job dissatisfaction and physical
.
environment are the main factors affecting productivity.
Workplace should have the following to enhance productivity
and appease employees:
-Fresh air and temperature control
-Lighting Control
-Daylight and view
-Privacy and working in quiet conditions
-Network access
-Multiple data, power, and voice systems 30%
-Ergonomic furniture and environmentally sensitive nishes

19. 3.7
research.
.
Survey One
. .
Gensler 2008 U.S. Workplace Survey
.
900 random full-time, in-of ce employees in the United States were
Survey Two
.
participants.
Secondary Companies creating workspaces that are conducive to productivity are
seeing higher levels of employee engagement, brand equity, and pro t,
with pro t growth up to 14 percentage points greater than those with
less effective work environments.
. 36% of the average of ce is ineffective for the majority of today’s
workforce.
Property Costs $6,550
Property Operation $1,350
Of ce Service $1,500
Technology Costs $8,000
Bene ts $12,300
Salary & Wages $33,000
Annual Costs $63,300
Source: after BLS (2002b) and Johnson Controls (2002)
It is a much higher cost to employ people then it is to maintain and
operate a building. Improving the work environment is the most cost
effective way of improving productivity.

20. 4
goals.
Goal
The goal of 4Real Advertising’s campaign is to increase brand recognition for
Custer by utilizing a traveling showroom in Northern Michigan. All aspects of the
campaign are intended to support and showcase Custer’s products and services
to demonstrate relevance in Northern Michigan.
.
Objectives
Increase sales by increasing awareness in Northern Michigan and The Upper Peninsula
.
.
Improve the “down-state” reputation in order to gain trust and broaden clientele
Create portable showroom
. Effectively communicate that Custer is all encompassing and can do it all- technology,
architecture, and furniture.

21. 5
Creative Brief.
client
Custer Workplace Interiors
.
what we want the advertising to do
.
Utilize Custer’s strong brand name and recognition in Western Michigan to initiate presence in Northern Michigan
.
Create new loyal customers by showing we are ‘tailored to t’ and have more than just ‘high end…’
Provide a convenience for Custer employees, but also future clients, allowing them to build a strong working relationship without traveling to Grand Rapids.
who are we talking to
Business Owners and Residents of Northern Michigan & The Upper Peninsula
insights about them relevant to campaign
Cost-conscious, unaware or lack of connection to Custer, and apprehensive about a relationship with Custer when unable to see the products or work rsthand
.
main problems brand is currently facing
.
Lack of brand awareness in Northern Michigan
No showroom outside of the Grand Rapids area, therefore sales representatives rely on word of mouth or past project locations to use as a display
how our advertising will address these problems
Create a direct relationship between who Custer is and what they can offer prospective clients by maintaining a visual and personal presence in
Northern Michigan
.
medias and methods used
.
Using traditional mediums such as local TV spots, print ads in local newspapers and magazines, and direct mail
Utilize the travel show room at events and festivals in order to increase brand awareness, build relationships, demonstrate and display products

22. 6.1
identity.
.
.
Logo
Business Card
Stationary
Envelope
.
. custer workplace interiors
Logo is framed to demonstrate more of the architectural and design abilities of
Custer. We felt this logo better represents Custer products and services.

23. 6.2
identity.
.
. custer
Logo
Business Card
. .
.
workplace interiors
Stationary Mark Custer
Account Relationship Manager
217 Grandville Ave. S.W.
c
Envelope
Suite 100
Grand Rapids, MII 49503
phone: 616.456.0338 email: mcuster@custerof ce.com fax: 616.458.1117
custer workplace interiors
custerworkplace.com

24. 6.3
identity.
.
custer
.
Logo workplace interiors
Business Card
.
John Smith
Director of Company
Advertising Department
.
1234 Any St.
Stationary
Anywhere, USA
Dear Mr Smith
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ac lorem nec augue
Envelope
rhoncus blandit. Proin bibendum sem egestas lorem tincidunt a tempor lectus
condimentum. Nunc ac neque varius elit porta interdum sed vel sapien. Mauris est
nisl, viverra a vehicula vulputate, consectetur non nunc. Sed et tellus ipsum. Proin
id neque mi. Aliquam erat volutpat. Aliquam erat volutpat. Donec sit amet mauris
eu turpis cursus facilisis. Vivamus adipiscing justo nec velit pharetra eleifend. Nunc
condimentum sagittis mattis.
Integer vel nibh vitae elit auctor dapibus at eu risus. Maecenas imperdiet erat sit
amet ligula varius consectetur. Aliquam magna ante, aliquet pulvinar tincidunt sed,
faucibus at nisl. Nam lorem eros, condimentum vitae condimentum quis, dictum et
orci. In tellus lorem, suscipit at volutpat sit amet, egestas vel mi. Sed odio justo,
vehicula a egestas id, pharetra vel mi. Nullam erat massa, placerat quis lobortis in,
venenatis in urna. Donec accumsan aliquet ante, nec vehicula tortor eleifend sed.
Ut facilisis ante non nunc consectetur ac lobortis nisi faucibus. Mauris varius aliquet
ultrices. Suspendisse quis nisl purus.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ac lorem nec augue
rhoncus blandit. Proin bibendum sem egestas lorem tincidunt a tempor lectus
condimentum. Nunc ac neque varius elit porta interdum sed vel sapien. Mauris est
nisl, viverra a vehicula vulputate, consectetur non nunc. Sed et tellus ipsum. Proin
id neque mi. Aliquam erat volutpat. Aliquam erat volutpat. Donec sit amet mauris
eu turpis cursus facilisis.
Sincerely
Mark Custer
custerworkplace.com
217 Grandville Ave. S.W.
Suite 100
Grand Rapids, MII 49503
phone: 616.456.0038
fax: 616.458.1117

25. 6.4
identity.
.
.
Logo
custer
Mark Custer
217 Grandville Ave. S.W.
.
Suite 100
Business Card
Grand Rapids, MII 49503
workplace interiors
Stationary
Envelope . John Smith
1234 Any St.
Anywhere, USA 48823

26. 7.1
print.
.
.
custer
Direct Mail
Magazine
workplace interiors
Traveling Showroom
near you...
Petoskey
May 28
Stone Festival
Traverse City
July 2 - 9
Cherry Festival
Chippewa County
Aug 28 - Sept 5
Chippewa County Fair
The direct mail piece lists the traveling showroom tour dates. This aspect of the
campaign will be implemented after the traveling showroom has completed a tour.
The delayed introduction of the direct mail campaign will provide Custer the opportunity
to build a database of consumers. The campaign will launch in March, running through
May, and promote the traveling showroom in conjunction with social media efforts, press
releases, and print ads.

27. Steelcase’s Camp re product is
featured in this Custer print ad.
The product was used to
demonstrate Custer’s product
lines, design expertise, and
relevance in Northern Michigan.
Comparing a workspace to the
backyard camp re allowed for
an emotional appeal that
resonates with an audience that
spends time outdoors and in the
of ce. This print ad represents
Custer’s belief about living your
brand through your workplace.

28. 7.2
print.
Direct Mail .
. custer
Magazine
camp re feeling for your workplace.
http://www.custerworkplace.com/

29. 7.3
print.
Direct Mail .
.
what’s inside?
Magazine
Traveling Showroom
coming to your city
custer workplace interiors
http://www.custerworkplace.com/

30. 7.4
print.
.
Direct Mail
Magazine . custer
what inspires you?
http://www.custerworkplace.com/

31. 8
social.
.
Blog
Facebook/ . blog
archives / most popular
way of the road 5/7
grand rapids showcase 4/29
The New Showroom, Custer on Tour...
by John Smith May 17th
Twitter
the new tour bus 5/17 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent ornare interdum aliquet. Cras vestibulum libero at ante sollicitudin scelerisque.
Suspendisse mattis, odio eu pharetra pulvinar, tortor lorem imperdiet est, sit amet lobortis libero nibh at tellus. Cras libero turpis, ullamcorper vel
gravida sed, sodales elementum odio. Curabitur at justo at risus sollicitudin tincidunt eget non massa. Ut mollis imperdiet dignissim. Aliquam eros
velit, blandit ullamcorper facilisis a, feugiat at justo. Nullam urna diam, sodales lacinia ultricies sit amet, euismod nec massa. Sed ligula erat, euismod
gravida tincidunt sit amet, egestas vitae dui. Donec sodales ligula at lorem mattis vestibulum. Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Curabitur vel ultrices nisl.
Sed vel purus massa, id imperdiet urna. Duis lorem purus, tincidunt ut fermentum dapibus, malesuada nec odio. Cras luctus orci non ligula gravida vel
ultricies elit suscipit. Fusce ante nibh, consectetur ac congue dapibus, suscipit id nisi. Integer tristique, est et commodo porta, tellus nunc facilisis odio, at
tincidunt turpis nisl eu dui. Sed posuere, orci eget cursus vulputate, sapien ante blandit elit, ac dignissim mi leo in justo. Quisque feugiat porta sapien, et
euismod purus commodo in. Cras pharetra cursus leo non consequat. Donec ut dui neque. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices
posuere cubilia Curae; Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Vivamus odio urna, varius eu iaculis
vitae, dapibus in quam. Phasellus dapibus diam in leo semper porttitor.
Custer’s blog is an integral part of the campaign. The blog will offer Custer a way to
keep consumers informed about Custer and will help promote events. It can easily be
integrated into Facebook, Twitter, and Custer’s website, which will increase SEO and
build brand awareness.

32. 9.1
outdoor.
Showroom . Outdoor
custer workplace interiors
The traveling showroom is a hitched trailer designed and branded speci cally
to showcase Custer. The bene ts of the traveling showroom are endless, but
most importantly, it will allow for a physical presence in Northern Michigan.
The showroom will provide new markets and consumers the ability to meet
Custer and learn more about the company’s products and services. This
interactive showroom will be used at events and sponsorships, for example,
the Traverse City Cherry Festival. A kiosk will be used to welcome people,
sign in, and obtain contact information. In return, Custer will provide them a
canvas Custer travel tote and traveling mug. Four televisions will showcase
Custer videos and clips of nished jobs. Also available at the traveling
showroom events will be brochures, design information, and a Custer
support staff.

33. 9.2
outdoor.
Showroom . Indoor

34. 10.1
media.
.
Press Release
.
FOR IMMEDIATE RELEASE:
Grand Rapids, Michigan – March 27, 2011- Custer Workplace Interior sends traveling show room to
Commerical
Traverse City.
Custer Workplace Interiors will be sending their traveling showroom to the Traverse City Cherry Festival
this upcoming April. The showroom has been traveling northern Michigan and the Cherry Festival will
provide the largest crowd yet.
"We’re very excited for the upcoming festival," says Mark Custer, "it will be the perfect opportunity to
show Northern Michigan what Custer and Steelcase has to offer."
The traveling show room serves as a walk through exhibit for individuals to see samples of Custer’s
work. Free initial consultations and on site designers will be available for viewers to speak with for
additional information.
Custer, a family owned company, renovates and remodels a variety of of ce environments in western
Michigan. They are based out of Grand Rapids, but looking to expand business to the more northern
areas of Michigan.
Contact:
Marc Custer
info@custerof ce.com
217 Grandville Ave SW # 100
Grand Rapids, MI 49503
Ph: (616) 458- 6322
###

35. 10.2
media.
.
Press Release
Commerical . The commerical represents how much time is spent at work. With the message
being that if you spend so much time at work you may as well enjoy it.
custer workplace interiors
(30 Second Spot)
Copy:
(Comes up after clips of of ce are displayed)
8 hours a day
40 hours a week
160 hrs a month
1,920 hours a year spent in your workspace.
What inspires you?
(Last scene shows custer logo)

36. 11
media plan.
January February March April May June July August September October November December
Print
Direct Mail
Showroom Ad
Camp re Ad
General Ad
Video
TV Spot
Outdoor
Showroom

37. To Our Friends at Custer,
We deeply appreciate your time and support throughout the creative process.
4Real Advertising sincerely hopes that our campaign for Custer Workplace Interiors
proves to be the perfect t. Through our research and collaboration, we have made
a valiant effort to reach your target market by building awareness of Custer in
Northern Michigan. 4Real Advertising is con dent that we have designed a
campaign that re ects your inspirational work and desire to extend your client
relationships throughout Michigan. As a result, we genuinely commend you for
allowing 4Real Advertising to share Custer’s commitment to promoting inspirational
workspaces.
Thank you greatly on behalf of 4Real Advertising

38. references.
Clements-Croome, Derek. (2006). Creating the productive workplace. Taylor and Francis. Retrieved from
http://books.google.com/books?id=c1CcoszSHnUC&printsec=frontcover&dq=creating+the+productive+
workplace&source=bl&ots=5pTyI4B2mH&sig=H9JXdouQncrK30aKMlY8NLHtcAM&hl=en&ei=KH2iTaWDKY
W3twfL3tiFAw&sa=X&oi=book_result&ct=result&resnum=3&ved=0CC0Q6AEwAg#v=onepage&q&f=false
Jan van Ree, H. (2002). The added value of o ce accomodation to organisational performance. Emerald
Insight, 51, 7, 351-363. Retrieved from: http://www.emeraldinsight.com/0043-8022.htm
Myerson, J. Workplace design. Design Council. Retrieved from:
http://docs.google.com/viewer?a=v&q=cache:uoV_s0F-i3AJ:foshlaninc.com/knowledgebase/workplace%252
0design%2520-%2520www.design-council.org.pdf+workplace+design+by+jeremy+myerson+in+the+design
+council&hl=en&gl=us&pid=bl&srcid=ADGEESgok4na qStPAcYcWnlyPhU691k3TaPTJyoefk7_vzOd1kPnx5pk
PlQ93tqg-a22HH76-li9PHDsZwFUSbRmRzMVlhO5MXF090EQBQHifvyvuZsFyNURpNrBI_zXk6R2OpbeSo&sig=
AHIEtbSQo_yHcldDv45O_XbXRn8fWjNKXQ
Custer Workplace Website
http://www.custerworkplace.com
Steelcase Website
http://www.steelcase.com