Schneider Associates (SA) is pleased to announce the promotion of Ariel Ferrante to Account Executive, Integrated Design.
In her new role, Ariel will be responsible for the integrity and translation of brand standards for clients and the agency into compelling graphic design, and also supporting the execution of agency marketing strategy. Ariel will support creative development for a wide variety of clients across the agency including Northeastern University’s Corporate Education program, Sunstar GUM, Weston Associates and Atlantic Management.
A native of Lynbrook, NY, Ariel attended Boston University, where she graduated with a degree in Advertising and a minor in Italian Language. Prior to joining SA as an integrated marketing and digital design associate, Ferrante worked with Publicis and Bayard Advertising.
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What are marketers, advertisers and PR pros abolished buzzwords?
We marketers use buzzwords almost as erratically as Little League tykes throw baseballs around the diamond. If you’re in marketing, PR or advertising position – agency or client side – the golden buzzword we’re all using these days is “integrate.”
Integrate paid, owned and earned media.
Integrate content to tell stories.
Integrate teams to work more collaboratively.
Integrate with our clients to work seamlessly.
Integrate to integrate the integrated.
You get the picture.
For Schneider Associates, integrate is not just a buzzword. We’re living it not because it’s the cool thing to do, but because it’s THE thing brands MUST do to move the needle in today’s 12-second-attention-span society.
But what does it really mean to integrate? Well, here’s how we see it: (more…)
Schneider Associates (SA) is please to announce the promotion of Lauren Mucci to Account Executive. In her new role, Mucci will be responsible for day-to-day client management, media relations, social media strategy and content creation. Mucci will be a key player in supporting account strategy for a wide variety of the agency’s clients including the Katz Graduate School of Business at the University of Pittsburgh, the Downtow Boston Business Improvement District (BID), Dynatrap®, Posternak Blankstein & Lund LLP and DTZ Boston.
A native of Falmouth, ME, Mucci graduated from Endicott College where she majored in Communication and concentrated in Media Studies. Prior to joining SA as an Account Coordinator in June 2014, Mucci completed a corporate PR internship at the agency.
Schneider Associates (SA) is excited to announce the promotion of Nicole LeLacheur to Account Executive, Integrated Media. In her new role, LeLacheur will be responsible for marketing strategy and execution for the agency, as well as new business development and content marketing campaign strategies for consumer, corporate and education clients.
Prior to joining SA as an Account Coordinator in June 2014, LeLacheur completed several internships at the agency, as well as a consumer PR internship with marlo marketing/communications and an editorial internship with her local newspaper, The Lowell Sun. With a background in digital journalism and integrated media, LeLacheur works with clients across the agency, including Sunstar GUM®, Massachusetts Institute of Technology’s Sloan School of Management, and Dynatrap®.
LeLacheur is a graduate of Endicott College with a major in Communications, a concentration in Digital Journalism and a minor in Psychology. LeLacheur served three years as the Editor-in-Chief of her College newspaper, The Endicott Observer.
Schneider Associates (SA) is pleased to announce the promotion of Josh Tammaro to Account Executive. In his new role, Tammaro will be responsible for day-to-day client management and community outreach, as well as social media strategy development and content creation. Tammaro will be a key player in supporting account strategy for a wide variety of the agency’s clients including MIT’s Sloan School of Management, New England College of Business, Northeastern University’s D’Amore-McKim School of Business and College of Engineering, and William James College.
Tammaro graduated from Boston University in May 2014 with a major in Communications. Prior to joining SA as an Account Coordinator in June 2014, Tammaro completed an internship at the agency and served as Public Relations Specialist for Boston University’s Center for Professional Education.
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The SA team recently traveled to Columbia University for the annual BRITE ’15 Conference for leaders in business, technology, media and marketing. BRITE offers a unique blend of thinkers and doers, and challenges people to think differently about the changing landscape of media and technology.
CEO Joan Schneider (@JoanSchneider), four-time BRITE attendee, along with her colleagues Senior Account Executive Carolyn Tillo (@ctillo89) and Account Executive Nicole LeLacheur (@nicolelelacheur) joined a group of innovators, marketers, entrepreneurs and champions of social enterprise to learn about building and sustaining great brands. As PR/marketing experts, we’re always looking for new, fresh ways to reinvigorate our clients’ and agency’s branding. Here are five key themes the SA team took away from the conference:
Today’s consumers value experiences over things. When offering a product or service, brands must create an interesting, alluring experience to win over consumers. The idea of global and local brand messaging has now merged into the concept of “glocal” – creating a brand identity and message that resonates globally, but also works locally. When considering how this relates to your clients, understanding your target audiences is critical.
2. Tech Revolution
The last twenty years focused on digitization and migrating content to the Internet. The next twenty years will be about technological changes to the physical world. How will this revolution be different from others we’ve seen? The idea of the “Internet of Things” will come into play in years to come; physical things will connect to the Internet more and more, such as the Nest thermostat and even robotic integration into daily life. Connecting this back to client service, it’s important for PR counsellors and marketers to understand the various platforms, keep on top of tech trends and read tech blogs regularly.
3. Digital Marketing/Social Media
Audiences are constantly changing. The way people consume media is far different from previous generations (learn more in our 2014 MMNPL eBook about media consumption patterns.) Consumers are over-stimulated and pay less attention to brand messaging. Marketers must keep in mind that not all clients want to be on social media – that’s where we can come into play to provide assistance. It’s also important to produce meaningful messages for clients, instead of producing content just for the sake of producing content.
4. Women in the Workplace
One of the sessions at BRITE ’15 covered women in the workplace – being a female in an office is more than about just “leaning in,” it’s about having an entrepreneurial spirit and promoted success. How does this translate to a PR/marketing agency such as SA? Women need to help each other climb the ladder, whether it’s asking the opinions of others or lending a hand on teams you may not work with on a daily basis.
5. Brands vs. Startups
Brands and startups may be at different places in the market, but they shouldn’t act so differently. Brands are great at consistency, executing to the task and defining their story, but they can take a page from the startup playbook and work on agility. On the other hand, while startups are great at innovating, filling unmet market needs and adapting, it’s difficult for them to think about risk management like an established brand. Translating this to client services, it’s important to be in sync with the overall business strategy when working with both brands and startups. Define potential problems before they arise, prioritize goals and issues and then prototype a solution.
BONUS! Step Out of the Office
It’s important for PR/marketing professionals to manage by walking around! Get out of the office, attend a conference or seminar and think about the industry in a different light. It’s easy to get bogged down in the day-to-day, so it’s refreshing to hear from experts who are innovating so that you can bring back this wisdom to your work. Registering for events that boost professional development and provide new insights to take back to your clients and your colleagues is always smart – and makes you smarter! And don’t forget to teach others what you’ve learned. The above insights came from a presentation the team below shared at the SA staff meeting this week.
Joan Schneider, CEO
Carolyn Tillo, Senior Account Executive
Nicole LeLacheur, Account Executive
As a young public relations and marketing professional, I’m always connecting the dots between brands and their audiences. I’m fascinated by the impulses triggered through modern marketing and the idea that messaging and visuals can make or break spending decisions. As a 22-year-old millennial, I’m even more intrigued by the innovative strategies companies are using to reach my digital demographic.
Golf is a true passion of mine. If I’m not playing, practicing or watching, I’m exploring the industry and how major golf-related associations and companies market to their consumers. The industry has taken a beating over the past few years when it comes to marketing and growing the game with younger populations. Major golf brands have failed to accurately target and reach millennials, a population with an estimated $2.45 trillion in annual spending power in 2015. In fact, 83% of Americans who played a complete, 18-hole round of golf last year were over the age of 40 – the golf market needs to reinvent how it reaches younger populations.
Below is the first of a multi-part series, based on personal opinions and industry observations, on how new methods of marketing are helping brands save the game of golf for millennials and younger generations, such as the iGen born after 1994.
Snapchat and the Waste Management Open
Credit: Business Insider
Snapchat, a mobile application that allows users to capture videos and pictures that self-destruct after a few seconds, has exploded over the past two years among younger generations. Recently valued at $19 billion, Snapchat’s recent success is due largely in part to the launch of the sponsored “Our Story” feature, one that brands have taken to kindly. This feature allows users who are at a sponsored event to share what is essentially a simulated experience with the entire Snapchat community (as of August 2014, there were over 100 million users) through locator technology. The compiled story, accessible to anyone with the application on their smartphone, self-destructs after 24 hours.
Events such as major sporting championships, fashion shows, concerts and even a hot air balloon festival in New Mexico are using the “Our Story” feature. Why? Brands that try this sponsored feature are seeing astronomical numbers of views. For example, snaps on the “Techies in Vegas” story during CES 2015 saw upwards of 27 million views.
The PGA Tour seemed hesitant over the past few years when it came to adopting modern marketing methods to reach a younger crowd. So, they decided to take a hard swing at Snapchat during this year’s Waste Management Phoenix Open, more specifically the 16th Hole (known by most fans and players to be the loudest and most social hole in golf – see the video below), and to me, it was as close to a hole-in-one as a brand can get.
With nearly 8,000 spectators around the hole alone, the excitement of the moment was captured by spectators as they uploaded their 10-second or less video with the “WM Open” geotag. Everything from shots of the PGA Tour professionals, a hole-in-one to a 20-yard mudslide behind the grandstand was captured on the feed.
To most, I think it was a surprise seeing Snapchat go live at an event like this. To younger golfers, it was a look into an event that we all secretly wish we attended. To a young marketer and golfer such as myself, it was a sigh of relief.
So what’s the lesson here? Never be afraid to try new marketing tactics. Modern marketing, especially the methods that involve smart phones on the golf course, were the last thing people expected the PGA Tour to try – but they did, and it was huge hit with young generations of golfers and fans of the sport.
Schneider Associates is pleased to announce the agency recently received a Silver award in Bulldog Reporter’s 2014 Digital/Social PR Awards in the “Best Use of Digital/Social for Higher Education Marketing” category. According to Bulldog Reporter, the annual awards recognize digital public relations campaigns that achieve extraordinary visibility and influence opinion through online media. The award entries are judged based on the criteria of creativity and originality, strategic brilliance, fast thinking and quick turnaround, extraordinary execution, and results.
SA was recognized for our work creating and implementing a thought leadership blog for the Corporate and Executive Education (CEE) practice within the D’Amore-McKim School of Business at Northeastern University. The practice provides custom training and leadership development programs for executives at Fortune 500 companies in health care, life sciences, engineering and financial services. These programs focus on areas of expertise that include global management, sales enablement, leadership development, innovation, entrepreneurship and business acumen.
SA created a content-rich, responsive blog to host dynamic thought leadership content from professors, the brand and to inform key stakeholders about CEE practice offerings. The goal was to leverage content created on the blog across multiple channels, and to connect prospective clients to CEE using a variety of digital and social channels including Twitter in conjunction with the blog.
SA continues to find innovative ways to use the blog to engage new clients and prospects, as well as develop fresh ideas to create engaging thought leadership content with D’Amore-McKim’s enthusiastic team of professors, making the blog an essential and beneficial long-term asset in its marketing program.
To learn more about SA’s thought leadership campaign for Northeastern University D’Amore-McKim School of Business, click here.
When you were young, how much did the Tooth Fairy leave under your pillow? To generate buzz surrounding the launch of a new line of kids’ toothbrushes by Sunstar GUM, Schneider Associates (SA) teamed up with Sentient Decision Science to uncover how much money the Tooth Fairy leaves children across the country. In the survey, 1,000 families in five U.S. cities including LA, Chicago, Boston, New York City and Houston/Dallas were compared. The survey provided benchmark and entertaining content for parent bloggers, family and health reporters in major markets.
So what does the Tooth Fairy leave for children these days? Brace yourself, as the results—which gained coverage in publications from BroBibleto London’s Daily Mail—may surprise you.
New York Daily Newshighlighted the survey’s most striking result: On average, New York City parents dole out a whopping $13.25 per tooth. Gaining a shocking and amusing response among NYC-area readers, the story became a catalyst as publications throughout the region posted the news online.
Perhaps more entertaining than the results were people’s reactions. One parent responded to an informal Facebook survey of Yahoo Parenting readers:
“$13!!?? Good Lord. I remember getting a quarter as a kid and I thought it was the best thing ever. LOL.”
How did this survey gain such widespread media attention? And why did outside markets, including Colorado, Arizona, and the U.K., find this information newsworthy? The emotions experienced by readers when hearing the Tooth Fairy Survey results created “viral” news.
The media relations lesson from the Sunstar GUM Tooth Fairy campaign we want to share is that when creating a product launch campaign, have some fun and consider creating program elements like a “Survey for Ink” that elicits emotional reactions in consumers and the media.
In a move to capitalize on America’s undying love of bacon, Little Caesars launched the first-ever bacon-wrapped pizza on Monday, February 23. The limited-time only deep-dish is wrapped with 3.5 feet of bacon around the crust and topped with pepperoni – and of course, even more bacon. At $12 per pie, Little Caesars’ bacon-wrapped pizza is the priciest menu item from the chain, whose legacy includes affordable deals such as the two-for-one Pizza!Pizza!® and the 5 dollar HOT-N-READY carry-out option.
In recent years, Little Caesars has fallen behind in the fast-food pizza chain competition, losing much of its consumer base to those who are opting for quality over quantity. Industry Rival Papa John’s has earned a top place in the market with their “better ingredients, better pizza” tagline, and Dominos over the past few years has made an effort to revamp its entire menu, promising to listen to consumer feedback and focus on making great-tasting food. Will this new, slightly expensive menu item catapult Little Caesars into the same category as chains like Dominos, or will it turn away customers who enjoy the restaurant’s affordability?
To launch the new pizza, Little Caesars relied heavily on media relations and a social media campaign to generate consumer buzz. A press release by the company described the product as an “example of how we’re continuing to innovate and offer variety on our menu while fully leveraging our core strengths built around value, convenience, and quality.” The new pizza was dubbed “America’s latest indulgence” by CNN and an “epic announcement” by Buzzfeed.Fox News aired a broadcast on their talk show, Red Eye w/Greg Gutfeld, which featured panelists discussing the launch and whether or not they would try a pizza wrapped in 42 inches of bacon. USA Today ran an article about the product, which featured an interview with Little Caesars’ CEO David Scrivano, who points out that “you can always get a plain, cheese pizza” anywhere. Integrating social media into the launch, Little Caesars tweeted a link to the USA Today article after it ran to announce the product on their handle. Even famous Hollywood gossip blogger Perez Hilton posted about the launch, calling it Little Caesars’ “plan for world domination with a deep-dish pizza.”
While most fast-food chains have begun launching healthier menu items in response to the rise of healthier chains like Chipotle and Panera, the bacon-wrapped pizza is quite the opposite, with about 450 calories and 23 grams of fat per slice. In the face of criticism, Little Caesars pointed out that a slice actually has fewer calories than many other beloved fast-food items, including the Whopper from Burger King or a McDonald’s Big Mac.
Of course, it shouldn’t be considered a healthy option. Scrivano acknowledges it is “a more indulgent offering for a demographic that craves premium quality.” At Schneider Associates, we learned from our 2014 Most Memorable New Product Launch survey that younger consumer demographics including millennials (21-30 year olds) and Gen Xers (31-47 year olds) are more health conscious than other generations, and prefer products that contain whole grains, have no high fructose corn syrup and no trans-fat. Do you think consumers will pig out on Little Caesars’ new pizza, or avoid it altogether? And does the product have what takes to bring home the bacon?