final msu campaign project

campaign proposal

mike binduslauren �farek lauren simonettiemily seidl

REALADVERTISING

memorandum

analysis

research

goals

creative brief

identity

print

social

outdoor

media

media plan

..

..

..

..

.contents.

“Opportunity is missed by most people because

it is dressed in overalls and looks like work.”

--Thomas A. Edison

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1

2.1 - 2.9

3.1 - 3.7

4

5

6.1 - 6.4

7.1 - 7.4

8

9.1 - 9.2

10.1 - 10.2

11

mike bindus

lauren �fareklauren simonetti

emily seidl

REALADVERTISING

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 toapproach 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 physicalpresence 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,

1

.Opportunities .Threats

2.1

analysis..

In 1981, Dave Custer founded Custer Workplace Interiors with themission to be the premier western Michigan supplier of Steelcasefurniture. Over the years, Custer has expanded to employ over100 people and has since earned the ‘Steelcase Exemplary DealerAward’ for their impressive work in the industry. Custer takes pridein being able to offer optimum solutions for a variety of workplaceenvironments.Custer is the only authorized Steelcase dealer in West Michigan.With Steelcase being the global leader in the of�ce furnitureindustry it offers the most comprehensive array of of�ce furnishings.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 eachindividual product to live their brand.

History.Competition .Evaluation .Strengths .Weaknesses

analysis..History.Competition .Evaluation .Strengths .Weaknesses

Founded 1976

Less geographic limitation

Stationed in Detroit, Grand Rapids, Lansing, Chicago, etc.

Website shows off eco-friendliness of the company

Offer an e-mail newsletter for promotions and breaking products

Has a line of ergonomic tools (keyboards, food trays, etc.)

Custom installation

Offers line of education-related products

“Think you’ve got the world’s worst of�ce?” tagline

Sells Herman Miller, Haworth, and Steelcase furniture

Kentwood Of�ce Furniture

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2.2

analysis..

Herman Miller

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In business since 1905 (then as Star Furniture Company)

Wide breadth of products

Operates in U.S., UK, and China, headquartered in Zeeland, MI

$28.3 Million Net Pro�t 2010

Similar sleek and modern design

Line of tool support (i.e. keyboard tray, monitor dock, power/data support)

Climate control and sound management systems.Opportunities .Threats

2.3

History .Competition .Evaluation .Strengths .Weaknesses

analysis..

Haworth Of�ce Furniture

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History .Competition .Evaluation .Strengths .Weaknesses

Privately held company, founded in 1948

North America, Europe, Asia Paci�c, Middle East and Latin American regions.

It is headquartered in Holland, Michigan.

Strong client base

Wide product portfolio

Visually pleasing website

Extensive promotional programs

Enclosed moveable walls with frameless glass

Offer of�ce furniture to government agencies

Well-developed Facebook and Twitter pages

Sells Herman Miller furniture

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2.4

analysis..History .Competition .Evaluation .Strengths .Weaknesses

Custer provides a dynamic service whose specialists’ sole focus iscreating exceptionally smart designs for the clients’ environment.Custer‘s strengths lie in their forward thinking and specializedproducts and services. Custer offers dynamic, durable, and fresh 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.

Custer is the only authorized Steelcase dealer in West Michigan.Steelcase, which is the global leader in the of�ce furniture industry,offers the most comprehensive array of of�ce furnishings, includingarchitectural products, panel systems, wood suites, seating,storage, and workplace organization tools.

Custer also represents over 200 other different manufacturersand 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.


2.5


All-encompassing, full-service company for design, technology,furniture, and construction of spaces

Customized products: Small, Medium, Large, Extra Large

Strong design team whose work “sells itself”

Experience: Established in 1981

Array of project sizes

Distribution of Steelcase products. Steelcase has strong marketposition in of�ce furniture industry (Marketline) with wide productportfolio

MI-based company

Environmentally conscious

Quality Products with lifetime warranty

Refurbished and leased furniture available

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2.6



Weak brand recognition in Northern Michigan and U.P.

No showrooms outside of Grand Rapids

Weak brand image and perceived relevance in Northern Michigan

Most business is done locally, limited to speci�c regions

Weak online presence, particularly social media and SEO/SEM

Custer Workplace and HealthWorks branded very similarly but areseparate entities

Brand image does not demonstrate other genres of design

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2.7

analysis...History .Competition .Evaluation .Strengths .Weaknesses .Opportunities .Threats

Traveling showroom for client meetings and promotions

Sponsorships and promotional events to increase awareness,build customer base in Northern Michigan, and increase sales

Increase sales and network in the Upper Peninsula

Services: Current state of economy employs opportunities toremodel existing of�ce interiors

Increasing demand for updated/modernized facilities as economylowers demand for new buildings

Utilize different media venues

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2.8

analysis...History .Competition .Evaluation .Strengths .Weaknesses

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..Opportunities .Threats

Dif�culty reaching target audience

Competition has less geographic limitation and stronger brandrecognition

Perceived by some as unaffordable, “high end” furniture

Economic recession may make it dif�cult to enter a relatively newmarket (Michigan U.P.)

Failure to reach market in Northern Michigan and The Upper Peninsula could damage brand image.

Custer brand associated primarily with Steelcase

2.9

research..Survey One .Survey Two .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

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.

Survey Two

We obtained our primary research through two surveys speci�cally tailored to the target audience. We also conducted internal interviews and conference calls with Custer sales representatives in the Northern Michigan region.

3.1

research..Survey One .Survey Two .Secondary Study Lounges

Library

Lecture Halls

Dorms

Cafeterias

Survey One

44%

32%

10%

8%

6%

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%)

where remodeling took place

3.2


Which aspects are most important for you in a study or class environment (Rank Level of Importance)

Overall Ranking-Comfort - Most Important-Cleanliness/Organization - Important-Natural Lighting - Average in Importance-Creative and Comfort - Minimally in Importance-Peace and Quiet - Not Important

3.3


Which characteristics of a study or work atmosphere would most inspire yourperformance:

76.9 percent of survey students said a modern and contemporary atmosphere would inspire the performance the most.

Which aspects of your current work atmosphere needs the mostimprovement:

Survey Two

Decorations

Atmosphere

Lighting

Technology

Furniture

Technology Updates (35%) and Furniture (30%) were reported to need the most improvements on college campuses.

35%

30%

17%

10%

5%

3.4


35%

30%

Approximately how many hours do you spend at your current work of�ce?

40+ Hours 50%

30-40 Hours 25%

10-20 Hours 25%

If remodeling and renovation were to take place in your of�ce, which aspectswould you like to see remain the same

Color Scheme 35%

Layout 35%Lighting 15%

Technology 10%

Furniture 5%

Most of the surveyors would only like to see their of�ce layout and color schemestay the same but would like the accessories to be updated

3.5


30%

Over 35 million people in the U.S. are employed in of�ce buildings.

Research indicates a direct correlation between workplace environments 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-Ergonomic furniture and environmentally sensitive �nishes

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Seconday Research

3.6


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Gensler 2008 U.S. Workplace Survey

900 random full-time, in-of�ce employees in the United States were participants.

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 CostsProperty OperationOf�ce ServiceTechnology CostsBene�tsSalary & Wages

$6,550$1,350$1,500$8,000$12,300$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.

3.7

goals.Goal

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.

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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.

4

Creative Brief.client

what we want the advertising to do

who are we talking to

insights about them relevant to campaign

main problems brand is currently facing

how our advertising will address these problems

medias and methods used

Custer Workplace Interiors

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.

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.Business Owners and Residents of Northern Michigan & The Upper Peninsula

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

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

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

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

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5

identity..Logo

Business Card

Stationary

Envelope

...Logo is framed to demonstrate more of the architectural and design abilities of Custer. We felt this logo better represents Custer products and services.

6.1

custerworkplace interiors

identity..Logo

Business Card

Stationary

Envelope

...custer

workplace interiors

Mark Custer.

cAccount Relationship Manager

phone: 616.456.0338 fax: 616.458.1117email: mcuster@custerof�ce.com

217 Grandville Ave. S.W.Suite 100Grand Rapids, MII 49503

ccuster workplace interiors

custerworkplace.com

6.2

identity..Logo

Business Card

Stationary

Envelope

...cu

ster

workplace interiors

phone: 616.456.0038fax: 616.458.1117

John SmithDirector of CompanyAdvertising Department 1234 Any St.Anywhere, USA

Dear Mr Smith

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. 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

217 Grandville Ave. S.W.Suite 100Grand Rapids, MII 49503

custerworkplace.com

6.3

identity..Logo

Business Card

Stationary

Envelope

...custer

workplace interiors

Mark Custer217 Grandville Ave. S.W.Suite 100Grand Rapids, MII 49503

John Smith1234 Any St.Anywhere, USA 48823

6.4

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.

print...Direct Mail

Magazine custerworkplace interiors

Traveling ShowroomPetoskey

May 28Stone Festival

near you...

Traverse CityJuly 2 - 9

Cherry Festival

Chippewa CountyAug 28 - Sept 5

Chippewa County Fair

7.1

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.

print...Direct Mail

Magazine

7.2

custer

camp�re feeling for your workplace.http://www.custerworkplace.com/

print...Direct Mail

Magazine

7.3


Traveling Showroomcoming to your city

what’s inside?

http://www.custerworkplace.com/

print...Direct Mail

Magazine custer

what inspires you?

http://www.custerworkplace.com/

7.4

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.

social..Blog

blogarchives / most popular

way of the road 5/7

grand rapids showcase 4/29

the new tour bus 5/17

The New Showroom, Custer on Tour...

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.

by John Smith May 17th

.Facebook/Twitter

8

outdoor..

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.

Showroom


Outdoor

9.1

outdoor..Showroom Indoor

9.2

Press Release

Commerical

FOR IMMEDIATE RELEASE:

Grand Rapids, Michigan – March 27, 2011- Custer Workplace Interior sends traveling show room toTraverse City.

Custer Workplace Interiors will be sending their traveling showroom to the Traverse City Cherry Festivalthis upcoming April. The showroom has been traveling northern Michigan and the Cherry Festival willprovide the largest crowd yet.

"We’re very excited for the upcoming festival," says Mark Custer, "it will be the perfect opportunity toshow 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’swork. Free initial consultations and on site designers will be available for viewers to speak with foradditional information.

Custer, a family owned company, renovates and remodels a variety of of�ce environments in westernMichigan. They are based out of Grand Rapids, but looking to expand business to the more northernareas of Michigan.

Contact:Marc Custerinfo@custerof�ce.com217 Grandville Ave SW # 100Grand Rapids, MI 49503Ph: (616) 458- 6322

###

media...

10.1


media...Press Release

Commerical

(30 Second Spot)Copy:(Comes up after clips of of�ce are displayed)8 hours a day40 hours a week160 hrs a month1,920 hours a year spent in your workspace.What inspires you?(Last scene shows custer logo)

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.

10.2

media plan.January March May July September NovemberFebruary April June August October December

Print Direct Mail Showroom Ad Camp�re Ad General Ad

Video TV Spot

Outdoor Showroom

11

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

To Our Friends at Custer,

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

references.

final msu campaign project

Documents

dave custer

steelcase furniture

offer of ce furniture

delicate reputation

ce furniture industry

physical custer presence

dear custer family

ce furnishings