PERSONAL PORTFOLIO

Lou Ann Schafer 2016

Index

United Federal Credit Union

Promotional Campaigns

Events

Advertising

Digital

Chamberlain Group

Connected Devices

Intelligent Lighting

Gladiator GarageWorks

Branding

National Campaigns

Regional Campaigns

Brand Awareness

UFCU: PromotionalThe primary goal of promotional campaigns was growing SOW with a secondary goal of increasing membership.

In 2015, UFCU won a Category Best CUNA Diamond Award for the “Sit Stay Rollover” certificate special campaign. The campaign included lobby collateral, advertising and a social media component. The 2015 campaign was so successful, it was modified for 2016 to “Multiply Your Returns.

2015 2016

UFCU: PromotionalThe spring auto campaign is the largest loan campaign run by UFCU. In addition to lobby collateral, the “Enjoy the Ride” spring auto campaign included a TV spot with $100,000 spend. In 2016, digital advertising on Hulu, Pandora and social media was included.

UFCU: EventsFrom branch grand openings to community events, marketing support delivered awareness and engagement.

UFCU: AdvertisingThe “I Am United” campaign included print, radio and digital ads in Arkansas, Nevada and North Carolina. Ads featured real members telling their United story.

UFCU: DigitalIn 2016, UFCU launched their first eBook. Targeting first time homeowners, digital advertising and marketing automation was used to drive referrals and leads. Ads were placed on realtor.com and other social media sites.

Chamberlain: Connected DevicesChamberlain and their sister company HeathCo partnered together to bring IoT products to retail in a connected garage door opener and lighting controls. Project included naming, branding elements, product design, channel planning and packaging.

Chamberlain: LightingHeathCo decorative and security intelligent lighting was a category leader at big box retail stores. Market research, product design, product roadmap, pricing, POS materials and advertising were developed to grow revenue and improve margins.

Gladiator GarageWorks

Branding: EssencePrior to 2007 the Gladiator GarageWorks brand style was super premium with a very sterile feel. No people or personality to distract from the aspirational direction.

Shifting the brand visual to an inspirational focus required lifestyle photography that portrayed real life applications.

Branding: Essence

The change in strategy to a lifestyle focus was carried out across consumer touch points.

Catalog

In-store display

Advertising

Promotion

Web

Branding: LiteratureCommunicating the steps to transformation across all literature was a key objective.

Product Catalogs

Consumer cross-sell

Branding: POP/DisplayIn-Line and End Cap Displays coordinate with packaging to communicate how to transform your garage.

Brand banners used for consumer and trade events carry the message of inspiration and the start of transformation

Branding: Lifestyle Display

Branding: PackagingConsistency in visuals and copy was the focus of a 2009 packaging change for the brand. Consumer research showed an understanding of the brand pillars: Quality, Durability and Style

National Campaign

2009…The Problem:• Challenging economic climate • National Brand Awareness in the single digits• Focused primarily on the male demographic• Web traffic static at 25k/month

2009…The Opportunity:• Develop a campaign to reach a larger audience• Create consumer engagement for greater recall• Communicate the value of an organized garage• Utilize Foresee satisfaction survey data to reach consumers

2009…The Solution:• Unveil Your Garage Sweepstakes• Engage in partnership opportunities• Message around value

Planning:

National Campaign

National Campaign Tools:

Entry Page

Banner Ads

Multi-media news releasePrint Ads

E-blast

National Campaign Tools:

Social Media

National Video Ad

National Campaign Results:

Editorial CoverageQ2 2008

Q2 2009

Gladiator’s “Unveil Your Garage” sweepstakes helped drive an 84% increase in the brand’s Media Index Score to the highest level since 2007

National Campaign Results:

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10,000

20,000

30,000

40,000

50,000

60,000

Janu

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Febr

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Mar

chAp

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May

June

July

Augu

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Sept

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Octob

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Nov

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Dec

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2009 Site Visits 2009 Sweepstakes Visits

Dec 09 Projected Visits 2008 Site Visits

52% Increase In Site Visits

2009 Visits (Jan 1- Dec 14)

Site 366,373

Sweepstakes 87,867

Total Visits 454,240

2008 Site Visits 299,367

29% increase in New Visitors over 2008 25% increase in Returning Visitors over 2008

Web Traffic

Regional Campaign

Billboards

Newspaper

Sports publication ads: Colts Year Book, Indians Book

Radio Show partnership contests

Home Show Participation

AJ Foyt/Indy 500

Objectives: Build Brand Awareness/Create Engagement Test and Measure Marketing Methods

Awareness: Advertising

2008: Communicate the garage as another room of the house. Drive lifestyle messaging.

Female Shelter

Male DIY

Male Auto Enthusiast

Awareness: Advertising

2010: Focus on strong advertising campaign with bold headlines and a variety of publications. Launch of tool storage lineup

Awareness: Advertising

Test alternative advertising venues

Awareness: Advertising

Test Advertising Effectiveness

• Survey of Auto

Awareness: PR

Satellite Media Tour

Woodward Dream Cruise

Foyt Racing

Charity Events

Awareness: PR

Garage Makeovers

Trade Shows

Orange County Choppers Mustang Club on the bluff

Awareness: PREditorial

Awareness: Web

2008

2010

Awareness: Web

New Features

Awareness: Social Media

YouTube

Twitter

Flickr

Facebook

Blog