Schupp Company Blog

Schupp Co. (+) Goes Live

Wednesday, July 15th, 2009

There’s been a lot of speculation about the evolution of the internet. The world beyond the monitor has become an open conversation where people connect with old friends and colleagues, build communities, share information, and take an active role in the online experience.

From Facebook to Wikipedia, Digg, Delicious, Blogger, Flickr (and the list goes on) people are documenting themselves in an infinite digital diary to be tagged, archived and open for comment.

Today, Schupp Company is entering the fold with a new look and a new purpose. Schuppco.com is re-launching with all the voyeuristic access you’d expect from an advertising agency opening its doors to inquisitive visitors in the digital space, and it’s all happening right here.

Our style is accented by the very shoes off our employees’ feet. And the character of our people takes center stage.

Visit us to flip through the award winning work the agency has produced [portfolio], watch the people within the walls of 401 Pine who keep the machine running [people] or delve into our inner monologues to see what Schuppers think about the world we live and work in [blog].

As an agency we define ourselves by the creative product that brings a brand and an audience together. This is our plus (+). You will see our (+) in all aspects of Schupp work and play. We invite you behind the curtain to experience the agency in its rawest form. Please stop in, the door is always open.

Posted in Summer 2009, e-newsletter | No Comments »

Not Your Father’s Outdoor

Wednesday, July 15th, 2009

Ray Ruzicka, Senior VP, Director of Media Services, Comments on
Recent Innovation in Outdoor Media

As you kick back and spend some time off this summer, you might remember the days when vacations meant packing up the station wagon sans video games, DVDs and seatbelts, and relying on word games and outdoor signs to break up the monotony of the drive. As you know, those days are over. Not just because high tech has moved into the family car, but because it has moved on to the road as well. It’s not your father’s outdoor anymore.

Out-of-home media has always been important to consider as part of the media mix of an effective media plan. It provides benefits which include the ability to generate efficient frequency, message continuity, geographic targeting, placement relevancy (think of our “Decongestant M” ridership campaign for Metro Bus/Metro Link which placed outdoor ads  along I-64 detour routes), and a larger-than-life canvas for focused and direct messaging. New developments have provided even more reasons to consider this medium. Some examples include:

• The incorporation of Bluetooth technology – providing the ability to deliver a mobile message to consumers as they pass by the out-of-home signage, thereby creating opportunities for consumer engagement and interaction.
• Riding this same trend of consumer engagement – CBS Outdoor recently announced their “txt2go” service.  This service makes it even easier for the advertiser by offering a turnkey package for incorporating a text message element into an outdoor campaign and providing the consumer a means to instantly respond to promotional offers or to get more information.  This service from CBS Outdoor   also provides the advertiser with a tracking tool for measuring the effectiveness of various messages, offers and ad placement.
• Digital video boards – resulting in much more impactful high definition/high visibility messaging.  In addition, these boards can be updated quickly and efficiently, providing new creative opportunities and flexibility.  (There are more than 1,400 digital bulletins now available for use across the U.S.).
• Green sensibility – including the use of a durable, recycled paper substitute, as well as solar and wind-powered illuminated billboards.

In addition to the recent updates listed above, one of the most significant updates in the industry is the new Traffic Audit Bureau (TAB) outdoor audience measurement and reporting system, EYES ON. This new research tool brings metrics such as demographic ratings, panel-to-panel duplication and visibility adjustments to the measurement of the outdoor medium.

EYES ON also incorporates pedestrian traffic information into the equation, which was previously just another “consideration” without verification. This information will vastly improve the ability of media planners to consider whether to include outdoor in their plan. Factors would include targeting, reach and frequency objectives and commercial ratings (vs. simple traffic counts). It will also provide the outdoor buyer with much better information for optimizing the buy against plan objectives.

While the Internet as an advertising medium continues to receive much press regarding “what’s new in marketing,” don’t forget to consider the changes being made in the outdoor industry. It continues to evolve as a 21st century medium, and one that’s come a long way from barn advertising and Burma Shave signs.

Posted in Summer 2009, e-newsletter | No Comments »

Schupp Co. Wins Award Effie for Metro Decongestant M Campaign

Wednesday, July 15th, 2009

Since 1968, winning an Effie has become a global symbol of achievement. In June 2009, Schupp Co. had the pleasure of receiving that symbol for our Metro Decongestant M campaign, our second Effie in the last three years.

“As the Effie folks will tell you, their awards honor the most significant achievement in marketing communications: ideas that work,” Mark Schupp commented. “It’s thrilling to have a Schupp Co. campaign acknowledged for its innovation and effectiveness. I am also proud to have received two Effie awards in just the past three years. It’s a sign that Schupp Co. continues to grow, innovate and exceed the expectations of our clients and their industries.”

The Metro Decongestant M campaign, entered in the transportation category, made waves in the industry and the local St. Louis community. In fact, the campaign buzzed all over the city during the height of the marketing activity. Much to the client’s delight, people were not only talking, but riding as a result of the campaign. In fact, listed below are excerpts from the full case study that detail the outstanding results of this campaign and contributed greatly to it bringing home the coveted silver Effie award.

“All of the aggressive objectives were accomplished. All Metro services (bus, light rail and paratransit) experienced tremendous ridership growth over the campaign window; and specific routes experienced up to an incredible 102.6 percent increase in ridership, since the start of the Decongestant M campaign.

Overall, MetroBus ridership in April was up 12 percent, MetroLink up 13 percent and Metro’s Call-A-Ride paratransit van service also saw an increase of 15.5 percent. Total MetroBus ridership for the month of April equaled 2,854,623 boardings. April monthly ridership for MetroLink totaled 2,319,645 boardings. Metro Call-A-Ride totaled 61,741 boardings for April.”

(Source: Advertiser Research, MetroResearch Division, Metro Ridership Report, April 2008)

Just how coveted is an Effie you might ask? Out of thousands of entries from all over the world, only 24 gold Effies and 35 silver Effies were awarded for U.S. work, including ours. Other agencies receiving Effies include:

• GSD&M
• Goodby Silverstein
• Crispin Porter
• PDB
• Wieden & Kennedy
• Leo Burnett

In the transportation category, only three Effie Awards were given in the entire world. In addition to our campaign for Metro winning the silver, WongDoody for Horizon Air won gold and JWT/MediaCom for JetBlue received the bronze.

We invite all of our Schupp friends and family to visit our Schupp Co. portfolio section to see creative examples or our Effie award showcase site that features the campaign and award details.

Posted in Summer 2009, e-newsletter | No Comments »

It’s Summer, and the Schupp Folks are at it Again.

Wednesday, July 15th, 2009

Whether soaking up rays at a Cardinals’ game, training for a marathon or traveling to faraway places, the employees of Schupp Company always love to enjoy a good summer. Want to see what we’ve been up to? Click to start the slideshow below.

And, while you’re at it, don’t forget to let us know where you’re heading this summer! Send your vacation destination or pictures to info@schuppco.com

Posted in Summer 2009, e-newsletter | No Comments »

Donna MacDonald Named One of St. Louis Business Journal’s Most Influential Women of 2009

Wednesday, July 15th, 2009

Her door is open. Her experience is profound. Her passion is evident. And, now, her name can be found on the list of St. Louis’ Most Influential Business Women for 2009.

As one of only 25 women in St. Louis to receive the honor, Donna MacDonald, senior vice president and director of account service, will be featured in the Business Journal’s August 7, 2009 special section and honored at an award luncheon held downtown on that date.

“It is a great honor to receive this award and to be part of such a talented group of women in St. Louis. It means a lot because it acknowledges a great deal of hard work and achievement, but also because it recognizes community service in addition to business success. I believe it is incumbent upon us as business leaders to give back to the community and to use our influence to advance causes that can change lives and improve the future of our communities,” MacDonald said.

Over her 14 years of leadership at Schupp Co., MacDonald has influenced and strengthened businesses and people alike. Her insights and strategy lead clients to profit just as her wealth of knowledge and caring advice lead people to personal gain.

MacDonald’s efforts have been key to numerous successful client relationships for Schupp Co., including American Express, MillerCoors, Medicine Shoppe International, American Association of Orthodontists, Franchise Concepts Inc. and Beech-Nut. She has helped build Schupp Co. from a 10-person shop to one of the premier agencies in St. Louis with over 45 employees. As a result of this growth, company revenue has increased over 500 percent under MacDonald’s leadership, and she is a key reason why client loyalty is 50 percent greater than the national average at Schupp Co.

Beyond business, MacDonald is a champion of giving back and fostering education. She has served as visiting professor at the University of Missouri Columbia-School of Journalism and has also served as a board member for Central Christian School (CCS) in St. Louis. Her other contributions include positions as a marketing advisor for Heart to Heart and as a long-time religious educator at her church.

All of us at Schupp Co. could not be more proud of MacDonald for this well-deserved achievement. We hope that all of you get the opportunity to know and work with her in the future.

For more information on this award and a full list of winners

Posted in Summer 2009, e-newsletter | No Comments »

Travels Afar Bring Sarah Bremehr Closer to Home

Wednesday, July 15th, 2009

You probably know Sarah Bremehr as a senior account executive on the MillerCoors account here at Schupp Co., but to the women and children of Nepal, she is known as an international volunteer, a friend and a glimpse into the world of “what could be.”

Although many think about it, few take the leap that Bremehr did. Six weeks of volunteering at the Women’s Foundation and an orphanage in Kathmandu, Nepal isn’t a walk in the park or the vacation of one’s dream. But, after much thought, soul searching and anticipation, she left her job, family and home for over a month in search of an experience unlike any other.

“I was looking for a ‘truly out-of-my-element’ experience and Nepal stood to offer that and more,” Bremehr shared. “After learning about the country’s culture and deeply impoverished economy, I knew there was a large opportunity to help and by doing so, fully immerse myself in the culture like never before.”

As a beautiful country nestled between the snow-capped Himalayas and the hot plains of India, Nepal suffers extreme challenges from increased over population, food shortages and air and water pollution. “Many people don’t realize that Nepal is actually the 12th poorest country in the world,” Bremehr explained. “Per capita annual income is about $200 (USD) and 82% of Nepalis live on less than $2.00 (USD) per day,” she continued.

Close to Bremehr’s heart was the status of women in Nepal. “It’s hard to fathom, but in Nepal, the female-to-male income ratio is 1:2, female literacy is at an astonishingly low 35 percent and the majority of crimes against women go grossly unpunished. Any emphasis on education is reserved for boys and many aspects of the old feudal system including arranged marriages are still widely prevalent,” noted Bremehr. In fact, the UN Development Report announced Nepal as the “Worst Place to be a Woman” in Southeast Asia.

Because of this, Bremehr split her volunteer efforts between the Women’s Foundation (WF) and a children’s orphanage. The WF’s mission is to support the women and children of Nepal without discrimination against race, religion, caste or economic situation. During her time at the foundation, Bremehr created and edited several marketing materials to support their programs as well as assisted in the development of several EU grants. “I had the wonderful opportunity to understand the stark cultural differences between daily life back home versus the state of women in Nepal,” said Bremehr.

While she certainly enjoyed her time at the WF nothing could compare to her time spent with the children of the orphanage whose parents are deceased or can no longer take care of them. Since thechildren speak English, and are used to having volunteers around on a rotating basis, Bremehr quickly made friends. “The children would greet me by saying ‘Namaste,’ a traditional Nepalese greeting. I would typically help them with homework, distribute tiffin (snack, usually of hard boiled eggs, dried rice cereal or cookies), lead playtime and help serve the national dish of dal bhat (lentils and rice) for dinner,” Bremehr recalled. “We also played games such as basketball, volleyball, cards, carrom (a traditional Nepalese game), hand clapping games, painting, drawing, etc. The children were extremely appreciative and polite.”

Above all, the major gain for Bremehr during her time abroad was perspective. “Since so much energy is spent on survival, Nepal’s citizens don’t have the luxury of ‘dreaming about what could be’ or thinking about improving their own situations. Unfortunately, the country’s extreme fragility and lack of infrastructure doesn’t lend to ‘what could be,’” Bremehr shared.

As the six-week stay came to a close, Bremehr was overwhelmed by gratitude and gave thanks for the opportunity. “The experience was everything I wanted and more. When living in a country like Nepal, one is quickly reminded how lucky she is and how much we, as a society, take for granted. I’m thankful for the opportunity and the support of my family, friends and Schupp Co. that enabled me to seize this incredible opportunity,” Bremehr said.

She left on her trip with excitement for the opportunity to immerse herself in the Nepalese culture and all it had to offer. She returned with a newfound perspective and a realization that what Nepal had to offer was an experience more powerful than she ever thought it could be.

Sarah Bremehr can be contacted at sbremehr@schuppco.com.

Posted in Summer 2009, e-newsletter | No Comments »

Mark Schupp Explains Rebranding After a Crisis

Wednesday, July 15th, 2009

Watch Mark Schupp on FOX 2 as he explains to AIG how to
(and how NOT to) rebrand after a crisis.

Posted in Summer 2009, e-newsletter | No Comments »