Remembering Two Legends: Kathi And JP

Transcription

1986 - 2012
26
Y E A R S
O F
S E R V I C E
MARKETING
Newspaper
Vol. 26 No. 276 Your Better-Than-Ever B2B Connection Sept./Oct. 2012
Remembering Two Legends: Kathi And J.P.
Goertzen And
Wedes Stories
Chris Wedes—and his irrepressible alter ego and Mayor of Kathi Goertzen at the Evergreen State Fair in 1982 with
Linda McCune’s daughter, Grace.
the City Dump, J.P. Patches
PPI ‘PrintLandia’
Conference Set
Sept. 14 to16
Looking for PrintLandia? It’s just a few
hours’ drive down I-5 in Portland.
PrintLandia, Navigating Tomorrowland
in an Evolving World, is the theme of this
year’s PPI annual conference. It will be
held Sept. 14 to 16 at the Embassy Suites
hotel in downtown Portland.
The annual event, which alternates between Oregon and Washington, will be
packed with networking, educational and
inspirational events related to the future of
print communications.
According to executive director Jules
Van Sant, “We’ll be traversing the opportunities not only in the new age of printed
materials, but also marketing, digital-platform integration, mobile marketing and
wicked websites.”
She added that attendees will be able to
work on their own short- and long-term
strategic plans, aimed at increasing business efficiencies and profits.
PPI • 16
C+F Makes Some Moves
Copacino+Fujikado has expanded
its staff and appointed just the second
creative director in its 15-year-history.
Mike Hayward, an eight-year veteran of
C+F, one of Seattle’s leading advertising
and branding agencies, will now head the
creative department with the departure of
long-time incumbent Kurt Reifschneider.
“Mike is the right person to lead us
into the future,” said co-founder Jim
Copacino, who assumes the title of
executive creative director.
Hayward was the creator of many of the
agency’s most visible campaigns, Copacino
said, including the Larry Bernandez spots
for the Seattle Mariners, Boringly Good
for LifeWise Health Plans and Two Days
Moves • 16
What
Are ‘Paperbuttons’?
Don’t count print out just yet! Seattle-
based startup Buttonjar Company aims to
bridge the print/digital divide by making
what you read on the page just as instantly
sharable, clickable and trackable as what
you read online—using social “buttons”
for the print media.
Publishers using Buttonjar’s “Paperbuttons™” include call-to-action icons with
a custom UPC-like or 1D barcode in their
advertising or editorial content. Readers
then scan the barcodes with the Paperbuttons app to instantly “share”and “tweet” to
their social feeds and have an HTML version of the content emailed out.
email share tweet
Buttonjar chose to use 1D barcodes because they are the most recognizable and
scanned barcodes globally. Using 1D barcodes across all media is intended to build
consumer awareness faster and encourage
the future use of Paperbuttons on any retail products or consumer package goods.
Brands also can associate existing UPC
systems with Paperbuttons.
Currently, Paperbuttons solves the “tear
and share” hurdle readers face with print
Buttons • 16
By Linda McCune
How does one say goodbye to two such
beloved local television legends as Kathi
Goertzen and Chris Wedes? I’m willing to
try only because 19 years ago I had to say
goodbye to my broadcaster husband Don
McCune, who many remember from his
days as Captain Puget.
The local media has done a wonderful
job memorializing Kathi Goertzen, 53,
whose courageous fight with recurring benign brain tumors ended on Aug. 13 and
Chris Wedes, 84, who left us on July 22
after a long battle with blood cancer.
By now, most have read and seen numerous accounts of their lives. So this is
my personal perspective on two people
who I came to know through my husband,
Legends • 16
Media Pros On
Prospects For
Election $pend
Pub. Note: MARKETING asked Kathy
Neukirchen of Media Plus+ and Dan Japhet
of Strategic Media Alignment, two leading
local media firms, for their perspectives on
spending related to the Fall elections. Their
reports follow on Pages 14 and 15.
By Kathy Neukirchen
When MARKETING asked that I
write an article about election spending
this cycle, we already were in the thick
of spending for—this election cycle. So,
to come screeching in by the deadline,
we reached out to the Seattle media
market, both television and radio, to
get their take on what they’re seeing for
2012, and how it compares with other
years.
Election • 14
MARKETINGnw.com • September/October 2012 • Page 2
We’ve been seriously neglecting the feature that has drawn more favorable comments
than any single thing we’ve done in the past 26 years—and that’s the pantheon of
MARKETING IMMORTALS—accessible online at marketingimmortals.com.
There also are a lot of deserving people whose thoughts we need to record for
posterity before the exigencies of time prevail (a PC way of saying “before they’re
no longer with us!)
We launched the project four years ago to preserve a broad range of commentaries
by experts in the marketing communications realm that will be of special value to
future generations—both those pursuing marcomm careers as well as descendants
of those chosen for this recognition.
The selection process is admittedly arbitrary, but we’ve yet to hear an objection
about any of the 29 folks already enshrined in the six major categories. All have
made undeniable contributions to their individual disciplines over an extended
period.
But it’s time to end the brief lull in
expanding this august list.
We’ll add two new members each issue,
beginning with the November/December
issue of the newspaper, for the foreseeable future. This will be initiated with an
invitation to the inductee to write a 600-800 word career-related commentary. The
inductee’s biography and photograph will appear in the newspaper, along with a
referral to the commentary posted on marketingimmortals.com.
We’ve compiled a list of potential inductees, with length of local service as a major
criterion. Now we need your input on people who you feel are deserving of this
recognition. Please email your nomination(s) to [email protected].
We expect this new feature also will add an extra element of interest to each issue of
the paper, as readers check to learn the identity of the new inductees and then visit
the website to enjoy what are always informative and often inspiring reads—judging
from the commentaries already in hand.
As an extra incentive, we’re offering a $50 cash prize each issue to the first person to
email me with the correct answer to a question derived from the existing commentaries on
the marketingimmortals.com website. The first question appears in the Only On The Web
feature on Page 13...
—LC
Art Of The Issue: Speaking of
the MARKETING IMMORTALS,
one of the membership has been honored by having two of the ads produced
for Nike by his John Brown & Partners
agency in the ’70s chosen for display
in a new gallery on advertising in the
Smithsonian’s History of Business Museum. Says John:
“Oddly enough, the Smithsonian
didn’t contact me. I learned about it
from a story in the Washington Post,
courtesy of David Levy. Another item of
interest. They made a mistake in the accreditation. They gave us credit for making a woman’s shoe ad and gave Wieden
& Kennedy credit for what I think is a
much better ad (at right).
“A footnote: The foot used as the
model in the ‘Made Famous By Word
Of Foot Advertising’ is that of Dennis
Strickland, who was art director of both
of the ads that were recognized.” John
was the creative director on both ads.
Amazingly enough, the Brown agency’s
biggest success for Nike, the “There Is No
Finish Line” ad, was not selected for the
gallery. You can read all about that historic
piece in John’s commentary on the
marketingimmortals.com website.
Feedback!
MARKETING
We want feedback on our editorial content by any available means.
The postal and e-mail addresses are
at right. Comments posted on the
websites also will be acknowledged.
Messages with full names will be given
preference.
MARKETING is a 1986 copyright© publication of
MANE/MARKETING Inc., with offices at 13901
NE 175th St., Ste. M, Woodinville, WA, 98072.
Phone 425-487-9111/FAX 425-487-3158/e-mail
[email protected]. Opinions of contributing
writers are not necessarily those of the publication.
Figueroa
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M
A
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Price
Frause has promoted Laura
Figueroa and Natalie Price
to senior vice president. Laura
joined Frause in 2008 and has
served as VP/creative services director. Natalie joined the agency
last year and is known for her
work in real estate development.
Both are 20-year veterans of the
PR business... Pam Guinn has
returned to Seattle as president of
the Seattle/Tacoma office of Clear
Channel Outdoor. She comes
from Florida-based Bright House
Media and prior to that worked
for Comcast Spotlight and Belo
Corp. in Seattle... Nicole “Nikki”
Symonds
Bowman
Arditty
Densmore
Houser has joined Copacino+Fujikado as
engagement strategy coordinator. Previously she was a connections planning intern at Wong, Doody, Crandall, Wiener...
The Fearey Group has promoted Drew
Symonds to senior account exec in the
group new-media division. He joined the
agency in 2010... GA Creative in Bellevue
has hired Joe Bowman as business development director and Kemie Nanstad as
marketing coordinator and social media
specialist. Joe has more than 12 years experience in business development and Kemie
previously worked for a children’s-product
manufacturer... Stanton & Everybody has
hired Molly Stephens as an advertising assistant and Sabin Arditty as a design and
production assistant. Molly was an intern
at The Fearey Group and Sabin is a recent graduate of WSU’s Edward R. Murrow College of Communications... Kevin
Densmore is the new director of media &
analytics at DNA Seattle. He held a similar post at the former HL2. Other DNA
Seattle hires include senior media planner
John Lanigan from MEC, junior project
manager Rachel Kipnis from CBS Radio
and strategy coordinator Tori Yoxall from
Sticks... Paragon Media has promoted
five-year employee Steve Clark to work
in business development and hired Kurt
Coleman, who owned his own business
for 25 years, to work in that same area.
The local leader in custom-packaged
Nanstad
Lanigan
Yoxall
Clark
media products also has hired Linda
Kokanovich, formerly with Screen
Play, as a project coordinator.
Ed. Note: Check out a dozen more
NEWSMAKERS on the website at
www.marketingnw.com.
Projects & Places
JayRay led Montana First Credit Union
through a campaign that resulted in a successful second vote by members to merge
with the Horizon Credit Union in Spokane.
When the merger idea was first broached
to members of the Missoula-based institution, the subsequent vote resulted in a
small turnout and a no vote. JayRay was
Newsmakers • 20
Larry Coffman • Melissa Coffman
Publisher
Assoc. Publisher
Guinn
Houser
Stephens
Kipnis
Coleman
Kokanovich
Washington's largest publisher
of community newspapers
is proud to welcome MarketingNW
as a new commercial print customer.
soundpublishing.com
More IMMORTALS...
Ten Tips All Agencies Should Heed
bring or the degree to
which each partner is
engaged.
To use a familiar
metaphor, your client
is the chef and your
agency is an important ingredient in the
stew. For the dish to
be as savory and satisfying as the chef intends, it will require a variety of important
ingredients, and none can be allowed to
overpower the flavor of the dish. Instead,
each ingredient must enhance the flavor
and bring out the best of the overall mix.
Being willing to collaborate and engage with firms outside your walls is
the secret to long-term success in the
new millennium. Collaboration is a be-
maining agencies.
Consider the following for successful
collaboration:
• Clearly understand the client‘s objectives and your role in achieving them.
• Become familiar with all the players
and commit to enabling one another’s
success. Assume that the client has hired
each partner for a good reason... just as
you were chosen.
• Be curious and respectful of what
others bring to the mix. You might learn
from them.
• Keep communication among agencies open and productive. Remember:
None of you is as good as all of you!
• Understand that the money will
follow the work, regardless of where the
idea originated.
Remember: None of you is
as good as all of you!
havioral skill that reflects well on those
who are willing and able to put their own
wants, needs and (especially) egos aside
to serve the client’s interest.
Those who arrogantly or selfishly presume they’re the strongest partner or that
they have more of the best ideas will not
only be the biggest loser but ultimately
will kill the partnership among the re-
Granted, collaboration can be much
more challenging than a model that enables a single partner to exercise command and control. Leading brands no
longer defer to a lone agency for strategy,
creative and implementation. Now, more
than ever, sophisticated and experienced
brand marketers partner with agencies
that value effective collaboration.
9. Don’t forget the bells and whistles!
A client deserves your agency’s bells
and whistles beyond your presentation that won the business. Extend it
throughout the relationship. That’s often
forgotten as relationships mature.
Early in my career, I worked with a
Portland-based agency that had won our
retail account long before I arrived. They
produced campaign components that
were consistent, affordable and in line
with established expectations. Unfortunately, they didn’t invest as consistently
in the emotional needs of the relationship. They had the account and were
in autopilot mode. They delivered the
steak, but seldom exposed their sizzle.
When the time came to refresh and
relaunch our brand in a new marketing
campaign, the incumbent agency and
two or three hand-picked challengers
were invited to pitch for the account.
Two were exceptional and rose above
the pack. One was the incumbent; the
other, a smaller firm with everything to
gain and nothing to lose. It was the challenger who brought an almost magical
presence into the room.
The challenger’s presentation was
inspiring, entertaining and just plain
fun. It radiated enthusiasm and energy.
Those people delivered the sizzle. They
brought the bells and whistles.
Brooks • 22
Client Commentary
By Rod Brooks
It’s been 18 months since the inaugural
Client Commentary appeared here. My
first offering came from a list of 25 topics
that were top of mind. Publisher Larry
Coffman diplomatically suggested that
I begin with my top five suggestions. In
March, two more were published and this
edition completed what has been pared
down to a Letterman-like “Top 10 List.”
As a reminder, the first seven suggestions for agencies to consider, from a client
perspective, included:
1. Loyalty matters.
2. Commit to the journey.
3. The brand is everything.
4. It’s not your money!
5. There’s no such thing as full service.
6. When you sell yourself, deliver yourself.
7. Excuse me, but isn’t that “our” award?
Now let’s finish the list.
8.Collaboration will look good on you.
Once you’ve come to understand and
accept tip No. 5, that there’s no such
thing as full service, it follows that successful agencies must learn to embrace
collaboration with the various service
partners selected by your clients. You
won’t get a vote on who the partners are,
the skills the client has asked them to
By Bill Fritsch
In 1773, Benjamin Franklin published in London a satirical article about
the things a great empire could do if it
intended to shrink
to a small one. This
caused quite a furor in London, but
is considered one of
the seminal writings
leading to the Revolutionary War.
Of course, Great
Britain didn’t purposely set out to reduce the size of its empire. But arrogance and uninformed decisions combined with bad counsel led to the loss of
her American colonies.
Recently, my daughter Amy was visiting from London and I decided to drive
her to her office in lower Queen Anne
rather than have her take a cab. During
the 40-minute commute, I watched and
listened as she tried to do a basic banking transaction, first on her iPad and
then over the phone.
She literally spent more than 30
minutes tied up in the most god-awful
phone tree with a very huge bank that
spends hundreds of millions advertising
its brand... while doing everything in
its power to keep customers from talking to real human beings. They’d rather
save a buck. They will never again have
my daughter as a customer—or me. I’m
sure they don’t care a whit.
In keeping with the spirit of Ben
Franklin’s article, I submit the following
ways that great companies may be assured that, over time, their fortunes will
wane. I draw liberally from Dr. Franklin’s writing.
“I address myself to all Ministers who
have the management of extensive dominions, which from their very greatness are become troublesome to govern
because the multiplicity of their affairs
leaves no time for fiddling.”
I. In the first place, gentlemen, you are
to consider that a great Empire [company], like a great cake, is easily diminished at the edges. Turn your attention,
therefore, first to your remotest customers that as you get rid of them, the next
may follow in order.
II. That the possibility of separation
may always exist, take special care that
customers are never fully incorporated
with the mother company by cutting
every cost you can from human interaction. As they first become customers,
ensure that their experiences leave everlasting impressions of cost-cutting, lackluster service, negligence, arrogance and
inconvenience.
III. However peaceably your customers have submitted to your company,
shown their affection to your interests
Fritsch On Advertising
and patiently borne their grievances,
you are to suppose them always inclined to gripe and complain and treat
them accordingly. Introduce them to the
delights of corporate phone trees where
their time will be wasted so not a precious nanosecond of yours will be. Save
your precious resources to excessively
bonus the geniuses who invented phone
trees in the first place. Rather than listen
to your customers’ opinions, compare
your service levels to other companies
in your industry and together notch-
wish the welfare of their customers.
If you send them learned and upright
managers who make fair judgments,
they will think of the Board as lovers of
justice. Your are, therefore, to be careful
who you recommend for those jobs. If
you can find managers who take orders
rather than lead, Boards who put shortterm stock gains ahead of long-term
company performance, customer service managers who value cost-cutting
over service, these may do well as leaders for they will probably provoke the
The trouble of future
complaints will be prevented
down the quality of service day-by-day,
week by-week, month-by-month. Convince yourselves that no one notices
how hard it is to get even the simplest
question answered.
IV. Your Board members know how
much of the strength of corporate leadership depends on the opinion of your
customers; and much of that opinion on
the choice of leaders making decisions
on their behalf. If you choose wise and
good people for department heads, who
study the interests of the customers and
advance their prosperity, they will think
the Board wise and good and that they
customers by their extortions.
V. To confirm these impressions and
strike them deeper, whenever injured
customers come with complaints of maladministration, oppression or injustice...
punish such suitors with long delay, enormous inconvenience and a final judgment
in favor of the oppressor. This will have
admirable affect every way. The trouble of
future complaints will be prevented.
VI. Possibly, indeed, some customers might still comfort themselves and
Fritsch • 23
Visit marketingnw.com
How To Shrink An Empire
Hiring Outlook For Creatives Is Good
By Maria Scheleen
The marketing and creative sectors
continue to be a bright spot for hiring in
a still-uncertain job market. According to
The Creative Group’s
latest Hiring Index for
Marketing and Advertising Professionals, 11% of marketing
and advertising executives interviewed
said they plan to add
full-time staff in the
third quarter of 2012, which is up one point
from the second-quarter forecast. Further,
89% of executives said they’re confident in
their company’s growth prospects for the
third quarter.
For those employers seeking to boost
staff levels, recruiting the right talent is a
growing challenge: More than half (51%)
of advertising and marketing execs surveyed said it’s difficult to find skilled
creative professionals today, up 10 points
from the previous quarter.
Why is it so tough to find top creative talent? Answer: Many companies are looking for people with very specific, high-demand skill sets, and these individuals may
be reluctant to leave stable positions or are
courting multiple offers.
So, what specialty areas are managers
looking to fill? When the respondents
were asked in which areas they plan to add
staff in the third quarter, social media, account services and web design/production
ranked highest, each at 17%, followed by
brand/product management at 16% and
media services at 15%.
“Investments in online projects and, in
particular, social media initiatives continue
to grow,” according to Creative Group ED
Donna Farrugia. “Hiring managers at organizations of all sizes and in every industry
• Social media specialists. These individuals are needed to help define and
execute social media strategies that satisfy
firms’ unique business needs, as well as
cultivate and manage branded online communities. Those with experience tracking
and monitoring social media activity also
are in demand.
• Account managers. Professionals
with extensive experience managing creative and production teams are sought after.
These individuals are needed to develop
advertising strategies that meet clients’
goals and ensure that campaigns are imple-
Majority of execs say
it’s difficult to find
skilled professionals today
seek professionals who can help develop
and execute digital campaigns and cultivate online communities. Agencies also
are looking for account services professionals to help manage new and existing
client relationships, as well as identify opportunities for growth.”
More specifically, employers are recruiting individuals for the following roles:
mented on time and within budget.
• Web designers/developers. As firms
look to revamp the overall look and functionality of their corporate websites and
social media pages, they seek professionals who can design cohesive, eye-catching
graphics that reinforce their brand’s overall
look and feel and develop and manage site
architecture, functionality and data flow.
• Brand/product managers. As companies seek to refresh their branding, they
seek brand/product managers who can
conduct market research, anticipate competitive and industry trends and provide
brand direction to meet business objectives.
• User experience (UX) designers. Demand remains strong for experienced UX
designers who can create rich, intuitive
online experiences that satisfy an organization’s unique customer needs.
Like the creative industry itself, the demand for certain skill sets is continually
shifting. As such, it’s crucial to research
employment trends, like those highlighted
in the quarterly Hiring Index for Advertising and Marketing Professionals, on an ongoing basis.
Not only will this help identify the “hot
spots” in the market, but it also will help
your next career or business move, whether
it’s identifying a new skill to learn or candidate to watch out for when you get the
green light to hire.
Maria Scheleen is the Seattle branch manager for The Creative Group, a specialized
staffing service that places interactive, design, marketing, advertising and public relations professionals with a variety of firms.
You can contact her at 206-749-9046
Employment Outlook
NEED
TO
KNOW
By Larry Coffman
• Taxing Trip: Be watching for
what promises to be an inspiring report
in the next issue from Gary Meyers on
his grueling 11-week Summer bike trip
from Seattle to Yorktown, VA with son
Steffan. That’s them below about to
depart July 23rd.
Gary, principal of the leading B2B
agency Hodgson/Meyers, said the trip
has involved three years of planning
and two of postponements. “We’re
doing it for the adventure and the
challenge and to take a little break
• Golfing Glory: Kudos to the INX/
Emerald City Graphics (ECG) team for
its runaway victory in the second annual
Big Shot Golf Tourney for Washington
State, sponsored by PPI.
The winning team, from left in photo,
of Matt Moczulewski and Jeff Pierce of
ECG and Jason Bates and Aaron Buck
of INX, carded a remarkable 11-under-
par 60 on the par 71 Bellevue Muni
course on Aug. 10, snatching away the
trophy that the team I was part of won in
the inaugural year of the tourney.
Three teams, including the MARKETING team of Don Morgan and Dick Anderson of GMA Research, Brad Smith and
myself tied for second with 66s. Anderson
won the long drive with a 275-yarder.
from the day-to-day world,” Gary
said. “It’s just the two of us and we’re
going self-supported.”
If the near-daily dispatches and photos I receive as a subscriber to Spike
(the H/M mascot—in inset below)
Across America are any indication,
Gary’s report will be a must-read. I
won’t give away any of the drama here
but can only promise you that there
will be plenty...
• Art With Heart: The nonprofit
that helps at-risk youth through art and
creativity is holding its largest fund
raiser of the year on October 16 at the
Seattle Marriott Waterfront Hotel.
The event from 7:30 to 9am is the
Color of Hope Benefit Breakfast and
the agency is looking for sponsors and
attendees who can give $150 or more.
This breakfast accounts for a fifth
of the agency’s annual budget. Go to
artwithheart.org for more information
and to register...
• Gravity Goes: Gravity Creative
has moved from its 12-year location in
Bellevue to new offices at 760 Aloha
St. in the heart of the growing South
Lake Union area.
According to co-owner Barb
Coombs, “We have beautiful views of
the water, the Space Needle and all of
fabulous Seattle surrounding us. The
energy level is set to high.” The agency’s new phone number is 206-4543697, which it answers, appropriately
enough, with: “Hi, you’ve reached the
center of Gravity”...
• Rainier Represents!: Venerable
Rainier Industries played a major role
in the London Olympic Games with
the production of 7 1/2 miles of fabric
panels that encircled the Olympic Stadium during the Games.
Anatomy Of A Discipline
Communication
Rainier began in 1896 as Puget
Sound Tent and Awning and has grown
to become the premier grand-format printer in the Pacific Northwest.
Rainier integrates wood, metal, print
and fabric shops under one roof in its
144,000-square-foot facility in Tukwila. Scott Campbell is the owner.
In other news, Rainier has reached
an asset-purchase agreement with
competitor BIGink, and seven former
BIGink employees, including owner
John Scholl, have moved into Rainier’s
Tukwila facility.
BIGink is vacating its existing space
east of CenturyLink Field by the end of
September.
By Rita Brogan
I want to salute you for your vision and
foresight in choosing to major in communication—a field I believe will be the most
important discipline in
the 21st century.
In truth, the study
of communication
reaches back into
antiquity. Humans
studied oration and
rhetoric in ancient
Greece. Machiavelli
taught grammar and rhetoric in the early
15th century before he went on to write
his masterpiece on political power. Every social movement has been about the
communication of ideas that have created common ground and galvanized
collective action.
During the last century, the field of
communication has evolved to become a
hybrid of the social sciences, psychology
and the humanities. But it was not until the
20th century that the field of communication came to be considered an integrated
academic discipline.
In his 1909 Social Organization: a
Study of the Larger Mind, Charles Horton
Cooley defined communications as “the
mechanism through which human re-
lations exist and develop—all symbols of
the mind, together with the means of conveying them through space and preserving
them in time.”
The mechanisms through which human
relations exist and develop. What could be
more profound than that?
Communication is one of the most powerful tools of humankind, because it can
serve the purposes of both good and evil.
Hitler devoted two chapters in Mein
Kampf to the study and practice of propaganda. This is what he wrote: “The receptive powers of the masses are very restricted, and the understanding is feeble. On the
other hand, they quickly forget. Such being
the case, all effective propaganda must be
confined to a few bare essentials and those
must be expressed as far as possible in stereotyped formulas. These slogans should
be persistently repeated until the very last
individual has come to grasp the idea that
has been put forward.”
Chilling words, but you and I know
that these are the very tactics that are in
use today—in politics, in public relations, in marketing.
You know, it’s almost a cliché to hear that
there is a need for more communication.
Remember the iconic and ironic phrase
spoken by the Captain in Cool Hand Luke
after he beats Paul Newman and kicks him
into the ditch: “What we have here is a fail-
ure to communicate.” Communication isn’t
always enough. Communication by itself is
not truth. Communication isn’t intrinsically
fair; in fact, it can pervert fairness.
So what is communication? Communication is power. It is objective and
subjective. It is about heart AND head;
about mass movements and our most
private and intimate conversations. And
frequently, it is unspoken.
At its base, the study of communication
is about enhancing the efficacy of the communicator. How can we predict human behavior? How can we shape public opinion?
How can be get people to buy more stuff?
How can we get them to vote for me and
not the other guy? How can I get that person to like me?
But inherent in the study of communication is also the concept of social responsibility. The idea of journalism as
the Fourth Estate, a watchdog of government. The ideals of a free press. Ethics
and standards for journalism, advertising, marketing. They are all part of the
curriculum of communications.
The Book of Proverbs lists Seven Deadly Sins. You probably can name them and
might even have tried one or two: wrath,
greed, sloth, pride, lust, envy and gluttony.
Mahatma Gandhi had his own version of
the Seven Deadly Sins:
• Wealth without work
UW Alumna Honor
Rita Brogan, the president and CEO of
PRR was named the 2012 Distinguished
Alumna for the UW Department of
Communications. She graduated with a
BA in 1972 and an MA in 1975.
As the 2012 Distinguished Alumna,
she delivered the keynote address, which
is reprinted here with her permission, at
the graduation celebration on June 7.
• Pleasure without conscience
• Science without humanity
• Knowledge without character
• Politics without principle
• Commerce without morality
• Worship without sacrifice
I appreciate Gandhi’s version of the
seven deadly sins, because it places us
all in a social context, taking into account how humans affect each other.
BUT, I would like to propose another
deadly sin: Communication without responsibility. People, it can be a slippery
slope. There are not a lot of good role
models out there, particularly during this
political season.
I am here today to tell you it can
be done. As an undergraduate here in
communications I wanted to go into
journalism because I wanted to do my
part to change the world. By the time
Brogan • 22
We are passionate about changing the public’s perception through
originality & innovation. We bring stories to life through visual
ideas and have fun during the process. It is our mission to deliver
creative solutions that drive results. Period.
PRINT & WEB DESIGN
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206.254.0248
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WE TAKE PRIDE IN
IMAGINATION
Lawson On Social Media
• Only On The Web •
By Steve Lawson
When Kathi Goertzen passed away
on Aug. 13 after a long battle with
brain tumors, she left behind her loving
husband Rick, two amazing daughters,
Alexa and Andrea, her mother and father, three sisters, her faithful golden
retriever and more than 91,000 people
on Facebook, who didn’t just “like”
Kathi, but loved her as well.
Ninety one thousand Facebook
“likes” is a huge number. HUGE!
Compare Kathi’s 91,000 to KUBE
93’s 46,000, KIRO TV’s 19,000 or the
Ron & Don Show’s official show page
with nearly 6,200 followers.
While these numbers will be shortly
forgotten, Kathi’s legacy will live on
for generations to come.
It’s because of her legacy that these
numbers are important to those of us
who study social media and advise
businesses on its effective use in customer engagement.
This photo was taken in 1985 when Patrick Fahey, center, then president of Old
National Bank, now CEO of First Sound Bank, and I presented a check for $85,000
to Children’s Hospital at a KOMO-TV telethon. The money was raised through the
sale of Christmas in the Northwest CDs.
So, what social-media lessons
gleaned from Kathi’s life can you apply
to engaging with your customers?
1. Be transparent. Kathi never hid
news about her battles with brain tumors. In fact, the harder the fight, the
more she shared. Think of Kathi’s transparency as a lesson in crisis communications. Be forthright, be honest, be open.
2. Be Unique. This is a hard one in
these days of “me-too” organizations.
What is it about your business that makes
you unique? How can you share that
uniqueness with your customers/followers? Having an aggressive brain tumors
certainly didn’t make Kathi unique. Nor
did being a news anchor. And though I
wouldn’t wish her disease on my worst
enemy, the truth is that being a news anchor WITH aggressive brain tumors did
make her unique.
3. Share what’s important to you
that’s also important to those who
follow you. What are your mutual interests. That’s what you need to share with
your followers. In Kathi’s case it was
more about her kids, fund raising for the
YWCA, her golden retriever, walks on
the beach, her friends and co-workers
and, oh yeah, her tumors. What are you
sharing with followers? Just news about
your business? How great your company is. Some big sale you snared or award
you won? Compared with what Kathi
was sharing, no one is interested.
4. Be real. Kathi’s life was an open
book. Those who knew her in college
remember her as the life of the party.
Kathi had a wicked (not evil) sense of
humor, joy of life and true caring for
everyone she touched. Whether on
television, in a meeting, on the phone,
a chance meeting downtown or in a restaurant, you never had to worry about
“which” Kathi you would encounter.
Kathi was always Kathi. Can your customers say that about your business?
And there’s another lesson that business can learn from Kathi’s legacy.
Businesses can be elevated to greatness by shining the spotlight on their
star employees. I’m not berating teamwork, but I am acknowledging the engaging power of a true star.
I, along with more than 91,000 fans
on Facebook, offer my condolences
to Rick, Alexa and Andrea. Thank you
from all of us for sharing Kathi with us
and to Kathi for the lessons she taught
us. RIP.
•
Steve Lawson is the president of Friendly
Voice, which helps companies large and
small engage customers through social and
traditional media. He can be reached at
friendlyvoice.com or 425-649-9114.
Only by visiting www.marketingnw.
com can you:
• Win $50 by being the first person to
email the answer to the question below to [email protected]. The
answer can be found in one of the commentaries on the marketingimmortals.
com website. Here is the September/
October question: Who designed the
U.W. logotype still in use today?
• Learn about changes at the top at
Sound Publishing and The Daily Herald
in Everett. Gail Fletcher is the new president of Sound Publishing and David
Fletcher
Dadisman
Dadisman has been named publisher of
The Herald, succeeding Allen Funk.
• See the photos accompanying Mike
Doherty’s Olympic Games Diary on
Page 19.
Kathi’s Life—By The Numbers
Continued from Page 1
Our agency is committing generalelection dollars much earlier than in the
past. And our activity reflects what stations are seeing. A significant amount
of dollars were placed as early as June
for the four weeks leading up to Nov. 6.
Also, spending was heavier than expected for the primary, with groups such
as Alliance for Northwest Jobs, Pride
Foundation, New Approach Washington
(that new approach would be to legalize
marijuana) spending heavier than expected for July and August.
What all of the early demand means
for commercial advertisers is that stations are pushing up rates in order to protect inventory. Now commercial advertisers will growl that it doesn’t do much
to protect them, but in reality it does.
While there are multiple options out
there in media land these days that advertisers can take advantage of, political
campaigns still fight their battles on television, and it will be that way for years
to come.
We advise clients to avoid mid-September through the general election, and
if they have to be on the air, to expect
10 to 15% of their schedule to get preempted. Now, that may not happen, but
best to be ready.
While spending initiatives will be
strong, big money will surround the
governor’s race—either spending by
campaigns or by PACs (political action
committees) trying to influence the outcome. As most people know, Politico
ranks the Washington state governor’s
race as THE most competitive race in
the country, and current polling data
support that.
Also affecting media demand is redistricting, based upon the 2010 census,
and the resulting open congressional
district races. The First and Sixth districts will see spending due to Norm
wide races until mid-September—when
every :30 TV spot has been snapped up
and/or had rates pushed to crazyland.
With so much money (contributions)
going to the governor’s race, downballot races are having a more difficult
time fund raising. Radio will be the winner here, but if radio gets 5 to 7% of TV
spend, it will be a minor victory. MillerKaplan is estimating about $3.5 million,
and that sounds about right.
On the digital side, television has
seen demand, but radio, not so much.
The McKenna campaign jumped into
Stations are pushing up
rates to protect inventory
Dicks’ retirement and Jay Inslee’s shift
to the governor’s race.
Denny Heck already has spent heavily to try and win the new 10th. And the
Democratic Congressional Campaign
Committee has put down a big chunk of
change to support whatever Democrats
appear to be most viable, come October.
Add Charter Schools to the Initiative list
and broadcasters can expect a $40 to
$45 million-dollar year.
Radio will be a player, but normally
doesn’t see strong activity from state-
the digital marketplace early, using
news/information sites. And the Bill
Driscoll campaign for Dicks’ seat
made heavy use of video pre-roll (an
online ad that appears prior to the online video) in the primary.
Down-ballot races where name identification alone can affect voter preference can
make good use of online assets, so we expect there to be more demand for regional
news/information sites as well as geo-targeting on advertising networks. Pre-roll
networks tell us supply already is limited.
Southwest Washington, whose five
counties are part of the Portland TV market, are particularly difficult for down-ballot races, having less money to try and influence voters. There’s cable in Longview
and Vancouver, but cable penetration is
fairly low. This is one area where a campaign needs a good ground game, but it’s
also an area where a good digital program
can make a difference.
And while there is a lot of waste (only
about 17% of Portland DMA households
are in Washington), my consultants remind
me that you’re not concerned about reaching voters who can’t vote for your candidate, as long as you reach those who can.
Anymore, elections are decided by a
mere 3 to 5% of the voting population. Trying to figure out whose those decisive folks
are—while reaching a broad base of voters over and over and over again—is what
campaigning is all about.
While the state of Washington isn’t in
play at the presidential level, both sides believe the stakes have
never been higher. So,
get ready for the political onslaught, and
rejoice when it’s over
Nov. 7.
You can reach Kathy
Neukirchen at kathy@
mediaplussea.com.
Hot Race & Issues $toke Ad $pending
Election Media
By Dan Japhet
It’s a presidential year but it won’t be the
presidential race driving political ad spending in Seattle. Pundits say Obama is so far
ahead in the state (as
much as 17%) that
neither he nor Romney
will invest much here.
Nationally, the race is
a dead heat, as of this
writing.
Rather, it will be the
gubernatorial race
and three issues that will drive the majority of ad spending this year. The issues are
legalization of marijuana, same-sex marriage and charter schools.
But unlike 2010, when issue advertising
accounted for 74% of political spending,
this year the races themselves, mostly led
by the governor’s race, will account for
50% of total political ad dollars.
The gubernatorial race, featuring Jay Inslee and Rob McKenna, is rated nationally
as the hottest governor’s race in the country. Keep in mind that the last Washington
State Republican governor was John Spellman, who won in 1980 but failed to win
re-election. Democrat Inslee trailed by 10
points two months ago but is now up 3 to 4.
So, the race is on and voters are most certain to be inundated with ads from Inslee
and McKenna. The Republican Governors
Association, a PAC (political action committee) has said it will spend $4 million to
support McKenna.
The Democratic Governors Association
already has spent $1.8 million on Inslee,
meaning without doubt, there will be more
to come. And the super PACs are going to
particularly rally behind McKenna.
Local TV broadcasters think as much
as 50% of broadcast dollars, or $21 million, could be spent on this governor’s race
receives political advertising when TV
begins to sell out.
By comparison, $16 million was spent in
2011 and $63 million in 2010—the biggest
non-presidential-year spend in state history.
That was due to the large number of issues,
including the beverage-tax repeal, privatizing of liquor sales, a state income tax,
privatizing workman’s comp and the 2/3
requirement for a state-tax increase.
In that year, 74% of the total political ad
spend went to issue advertising. Some 85%
of all the remaining candidate money that
year went to the Murray/Rossi senate race.
Here’s the breakdown of
spend—by medium...
alone. That would put the total ad spending
on the governor’s race (all media) at around
$28 million.
This is how the $56 million anticipated
spend in 2012 breaks down by medium:
• TV Broadcast: $42 million
• TV Cable: $11.2 million
• Newspaper: $1.7 million
• Radio: $1.1 million
Cable TV does well because it can offer specific cable zones to those candidates
needing geographic specificity, like King
or Pierce County only for example. Radio
This year, the Referendum 73 same-sex
marriage issue is going to be a huge battle.
Washington is one of four states with this
on the ballot (Maine, Maryland and Minnesota). Six PACs have registered to raise
money in Washington in support and more
than $6 million has been raised thus far.
The opposition has raised less than
$250,000 but PAC support is probable and
this amount should grow to as much as
$8 million. Same-sex marriage is slightly
ahead in the polls at this point but the fight
promises to be extremely fierce, with nega-
tive advertising almost certain.
The pro faction for Initiative 502, which
would legalize, regulate and tax recreational marijuana use, has raised $3 million to
date. Younger voters disproportionately favor legalization and younger voters tend to
turn out in great number during presidential
election years. Opponents of the issue have
yet to spend on advertising.
Supporters of the charter school Initiative 1240 (public but independent schools)
have raised $3.4 million, including contribution from both the Gates Foundation and
Wal-Mart family members.
The one congressional race that could
possibly see spending at noticeable levels
is (D) Susan DelBene vs. (R) John Kostner
in District 1. DelBene spent $2.3 million of
her own money in just the primary.
Tune-out from the political noise level
will be a factor, which is why a lot of nonpolitical advertisers will wait until after the
general election to run their TV schedules.
A GOP pundit actually suggested that the
upside to political ad saturation is a higher
voter turnout, as in 2008 when 85% of registered state voters went to the polls.
That’s truly looking on the brighter side
of life.
•
You can reach Dan Japhet at sma1@
japhetmedia.com
Election: Earlier Spend For General
Don, but wish I had known better.
As a new bride in 1970, I realized that
Don had a concern about how I might react when meeting local TV celebrities. We
were shopping at Northgate Mall when we
bumped into Chris Wedes and I was introduced to him. We chatted for awhile and
then continued on our way. Don said to
me, “That was very professional of you not
to get giddy when meeting J.P. Patches.”
(Somehow I missed Don’s saying the man
was J.P. Patches.) “J.P. Patches I yelped at
the top of my lungs!” Fortunately, he was
out of earshot.
I was surprised several years later when
the phone rang one morning while our
son was watching J.P. Patches, erstwhile
Mayor of the City Dump. My son said,
“Mommy, J.P. Patches is calling me for my
birthday.” I made some sort of ‘oh-sure’ reply as I went to answer the phone. “This is
J.P. Patches calling to say happy birthday
to Zane McCune,” the voice said. I turned
to see the TV and it really was him calling!
My husband had set that up.
There were more interactions through
the years and in 1993 J.P. did something
that really showed me the measure of the
man. My husband had died and KOMOTV produced a special broadcast of his life,
including a statement by Wedes. When it
aired, there he was as himself, not in costume. It was the first time he was publicly
Legends • 23
Moves
Hayward
Ngy
Corbett
Yung
in Seattle for the Seattle Convention &
Visitors Bureau. The Bernandez spots won
Best of Show in the Northwest ADDYs.
In other moves, the agency hired Sitha
Ngy, who has worked at Fallon, Crispin
Porter+Bogusky and Publicis, as senior art
director, Andy Corbett from Goodby Silverstein & Partners in San Francisco as a senior
writer and IreneYung as interactive manager.
Kurt said he left C+F “on the best possible terms” but felt “it was time to poke
around and see what’s out there.” He’s
currently freelancing and says he “may
end up somewhere permanently or let
something evolve into my own thing.”
Buttons
when they’d like to save or send content
to a friend. These social buttons for print
allow readers to share content through the
social feeds they already use, such as Facebook, Twitter and Pinterest. Folders and file
cabinets full of wrinkled, unorganized print
pages become a thing of the past.
Future releases of the Paperbuttons app
will include the ability to opt-in, purchase,
add events to a calendar, pin, and donate.
For example, users will be able to reccommend a concert or bottle of wine via social
media, email images of the product to others and even purchase the item.
Paperbuttons is the creation of Melissa
Coffman, a former publishing industry
executive (and associate publisher of
MARKETING), and Russ Stromberg,
whose background is in mass-market mobile user experiences.
“Paperbuttons allow publishers to bolster
ad revenues and to recapture the directresponse capability that died with the snailmail direct-response card,” Coffman said. “It
also gives them the valuable ability to track
user profiles and readership. And advertisers
can get direct responses from their traditional media spend, without having to invest in a
mobile website or online campaign.”
Unlike QR codes that only pull readers
to a mobile website, Paperbuttons provide
a clue next to the scanable barcode that
lets readers instantly know if the scan will
result in a like, a tweet or an email. Plus,
PPI
Winners in the annual PrintROCKS!
competition will be announced at the Saturday night dinner. The
weekend gets underway with Constructive
Cocktails and a vendor
fair on Friday afternoon, leading to a dinner
and keynote.
Speakers include John Foley Jr. (above) of
InterlinkOne, the author of Transformation
of Print-New Path to Profit and Joe Marin of
Printing Industries of America and a leading
voice in the industry for digital technology.
Early bird rates for PPI members are
$299 for the first attendee and $209 for additional attendees. For further information,
go to www.printlandia.org.
they’re given the added security and control of previewing, editing or cancelling the
action with the Paperbuttons app.
“Paperbuttons is the natural next step
in the evolution to make the print-to-digital transition more fluid and more pleasurable,” Coffman added.
Paperbuttons will debut in the November issue of Seattle magazine and be available for widespread use later that same
month. The app for iPhone and iPad is
now available on iTunes and is due to be
released on Android this Fall.
—Kelsye Nelson
Legends
Business & Pleasure
MARKETING asked Cole & Weber
United co-president Mike Doherty to
keep a diary of highlights from his
trip to the 2012 Olympic Games in
London. Here is his report.
By Mike Doherty
This was my second Olympics, and
while Vancouver was awesome, the Summer Games are on a whole other scale.
There are more countries, more athletes,
more people and
more sports.
We were honored
to again get a taste of
“Olympic Family”
life because of the
promotional work our
agency does for the International Olympic
Committee (IOC).
We were treated to IOC credentials that
gave us access to all the events through the
IOC entrances and the Olympic Family
lounges at each event, as well as use of the
Olympic shuttle cars to get from event-toevent in their own Olympic Lane (much to
the consternation of many Londoners).
We arrived at Heathrow Airport before
noon and after a quick shower and bite
to eat, we were seated at our first event—
women’s beach volleyball. The atmosphere was much more of a party than
we realize on TV. There were conga lines,
loud party music and lots of Halloweenlike costumers, including wearable flags
and other outward displays of country allegiance. At the match, we ran into Seattleites Bill Gates and his daughter Jennifer.
One thing I never realized watching the
Summer Olympics on TV is that the events
begin between 8 and 9 o’clock in the morning and run until after midnight. In fact, the
USA men’s basketball game against Argentina didn’t tip off until 10:15pm. But seeing
this year’s “Dream Team” in action was a
highlight for me.
We literally were on the go well into the
evenings, taking in a much as possible in
five days. We saw more than 15 events in
all, including springboard diving, men’s
and women’s water polo, men’s and women’s gymnastics, show jumping, dressage,
hurdles, discus, shot put and many track
events—or “athletics”—as the Brits say.
We also saw sports that, as Americans, we
weren’t familiar with, like handball (not
the kind played at health clubs on a small
court). And of course, we had to check out
synchronized swimming, the only singlesex sport of the Games.
There are so many things about the
Olympics that are truly special. First,
there’s no better place to see the Olympic
values (friendship, respect and excellence)
come alive than at the Games themselves.
While everyone wants their team or athlete
to win, the Olympics truly are a celebration
of the best of us in sport and the best of us
as a global community.
One afternoon, we saw U.S. cyclist
Dotsie Bausch walking around the Olympic Park wearing her silver medal. People
from all over the world were stopping her
to find out what sport she competed in and
offer their congratulations. Similarly, when
Netherlands gymnast Epke Zonderland
finished his high-bar routine, there was
a collective sense of the amazing accomplishment we had just witnessed and he
received a standing ovation.
In terms of patriotism, the Team GB
brand took on life of its own. Not only did
Team GB rally its country, it rallied the
world. Regardless of where you’re from,
you couldn’t help but feel proud to witness
Team GB winning gold in traditionally
British sports, like equestrian show jumping. And the well-deserved pride the Brits
displayed for their team and the excellent
Olympics they hosted had people from
around the world buying Team GB gear.
And you can’t talke about the Olympics without mentioning the marketing the
sponsors did in and around the venues. For
my money, while many companies like
BMW had a strong presence, Coke and
P&G deserved the marketing medals.
The Coke brand has always been about
championing a happier, more positive
world—individually and collectively.
Through the Olympics, Coke brought its
brand DNA to the forefront. Its Move to
the Beat campaign targeted at teens across
the globe. Producer Mark Ronson traveled
the world meeting up and coming athletes
and fusing the sound of their sports with
traditional London music to create the
campaign anthem.
While everyone can play online, create their own beat and hear Ronson’s final
song, the on-the-ground experience was
even better. Through touch-panel technology, people would participate with the experience and hear their sounds coming together—all while meeting Coke’s “future
flames” (the young artists responsible).
P&G also did a great job of going beyond
great advertising to engage people with its
brand. They recognized Olympic moms
in their ads and also helped the athletes’
moms attend and enjoy the Games. Their
Olympic Family house in London enabled
Team USA families to gather, dine, watch
and celebrate together. And P&G partnered
with Visa to give very mom a $1,000 Visa
reward card to help offset the expense of
the trip. While moms are critical to P&G’s
business success, they smartly used their
sponsorship to say “thank you”—rather
than “buy more.” It’s not often you see a
brand use such a high-profile program to
recognize its customers’ efforts
Working for the IOC has been one of
the biggest privileges of my career. It’s one
of the world’s greatest brands, and being
at the Games, its abundantly clear that no
other brand brings the world together like
the five rings.’
•
Go to www.marketingnw.com to see a
montage of photos Mike Doherty snapped
at the London Olympics.
Olympic Games Diary
brought in to guide communications efforts and turn the second vote around.
A campaign with the theme “Better
for you, better for Montana” featured
credit union members and employees
and community ambassadors explaining why they supported the merger.
The message was delivered via outdoor,
print, direct mail, web and in Montana
First branches. The result was a 56%
yes vote in favor of the merger. Montana
First Credit Union will retain its name
and employees, but members will get the
benefits and technology of a larger credit
union... Olympus Press recently underwent a rebranding, changing its colors
from green to red, launching a new website and decorating its vans (above right)
with the new tagline—Experience Print.
“It was time for a change,” said Olym-
pus co-owner Glenn Blue, “not only for
us, but for the entire printing industry.”
While Olympus plans to continue its
sustainable processes—as an early leader in the green movement—Glenn said
the 40-year-old company has decided
to put a different foot forward with clients. “We want to express that print has
a unique power to connect with readers,
a power that modern marketers can’t af-
MORE NEWSMAKERS
ford to ignore. The new direction for the
printing industry should be to remind
people of the power of the print experience in comparison with free digital
publishing.” (watch for Glenn’s article
elaborating on that subject in the November/December issue)... WilliamsHelde, just months after launching its
all-new website, has introduced a new
and improved blog at williams-helde.
com, featuring content from staff members on a variety of topics, including
new technologies, tips and tricks, case
studies, creative examples and more...
Borders Perrin Norrander, based in
Portland, has won the Old World Industries account previously held by BBDO
Chicago. Lori Gaffney, newly appointed
president of the agency, celebrating its
35th year in business, said BPN will
provide creative services as well as media planning and buying for the company’s full range of PEAK automotive and
race-car products. Danica Patrick is the
long-time spokesperson for the brand...
Team Soapbox has moved to new offices at 234 9th Ave. N, Seattle, WA
98109. The phone and fax number will
remain the same. The web posting said,
“our office mates, Stepherson & Associates, have been growing steadily over
the last year, so we were bursting at the
seams in the Westlake office. We also
felt it was time for a change, for a freshening of our space.” Team Soapbox
also teamed with Bullseye Creative and
Steve Edmiston of EKE Pictures to
create two short videos and a radio spot
to help explain the complex on-street
parking rates and hours set by the Seattle Dept. of Transportation. The spots
seek to assure shoppers, moviegoers and
diners that there are spots available and
that they don’t have to feed their meters
in the middle of dinner or a movie. The
video tagline is Walk a Block, Save Yer
Booty... Hemlock Printer, based in
Vancouver, B.C., with offices in Seattle, continued to demonstrate printing
industry leadership in sustainability as
it became the first printer in Canada to
axquire Green-e Certification. Hemlock continues to seek innovative ways
to reduce its carbon footprint, which
has seen a 24% decrease since 2008...
Craters of the Moon, winner of the
Best of 2011 Award in the inaugural
MARKETING Awards competition,
is working with DTI, the preeminent
manufacturer of diamond-cutting technology in the water-jet industry and is
creating a new social media program
for Peter Pan Seafoods... Magner Sanborn, based in Spokane with an office
in Seattle, was selected as Advertising
Age’s 2012 Small Agency of the Year
in the West Region. Principal Dennis
Magner said, “We’re not based in New
York and we’re not owned by a multinational syndicate. But we can generate ideas that stack up against anyone,
anywhere”... Access Printing in Kent has
added two six-color Komori and two highspeed digital-printing presses. According
to owner Craig Martin, the side-by-side
Komoris means there is never down time.
“We emphasize the importance of redundacy in our equipment so we can always
deliver print projects with exceptional
turnaround”... CORRECTION: Meritage Handcrafted Soups is an independent
company. A cutline in the last issue incor-
Gage Design created this new
logo for Cornerstone Construction
aimed at motivating past customers
to take a fresh look at the company’s
new services. Cornerstone does underground utility excavation and its
new pipelining business is just getting
started. Pipelining is a relatively new
way to rehabilitate old plumbing in a
long-lasting and non-destructive way.
For example, sewer problems can be
repaired in hours instead of days at
much lower cost.
rectly stated that the company is owned
by Heinz.
The Fearey Group joined with
the Washington State Dept. of Commerce and the Washington Aerospace
Partnership to create a video for the
recent Farnsborough International Airshow in the UK. The video played hourly
on the jumbotron screen next to Boeing
jets on display at the show.
MORE NEWSMAKERS
Parsons Public Relations’
client Leisure Care, a One Eighty company,
won a Gold Stevie Award in the 10th Annual American Business Awards competition. Leisure Care won the Marketing
Campaign of the Year in the Hospitality
& Leisure category for its Five-Star Fun
advertising campaign. The company also
is a finalist for its leisurecare.com website when the winners in the Website category are announced later this year. The
two categories in which Leisure Care was
recognized drew more than 3,000 entries.
Leisure Care, founded in 1976 and based
in Seattle, is one of the nation’s largest privately held retirement and assisted living
companies. It has a total of 44 retirement
communities and 7,500 apartments in the
United States and Canada.
Continued from Page11
I got my degree in journalism, I had
become more interested in political behavior, so I stayed on and got a Master
of Arts, focusing on Communications
Theory and Methodology. For the firs
two decades of my life, I learned how
to write, and I learned how to think.
The second two decades of my life
became focused on public policy and
public programs. I worked with a number of elected officials on environmental and land use issues. I led the Task
Force to reestablish Seattle’s farmland
and open space program, which is not
celebrating its 30th anniversary. I mediated the policy agreements leading
to King County’s first comprehensive
plan, which became the model for
Washington Growth Management Act.
I served as superintendent of public
transportation development at Seattle
Metro, where I instituted a marketdriven approach to transit planning
and development. Did I use my degrees in communications? Every hour
of every day, much more than I ever
thought possible!
And during that period I became
more and more convinced that government and governing could work
so much better. Most were using 19th
century decision-making tools, despite
the growing complexity of government
In the days that followed, I wrestled
with my feelings about loyalty and
commitment, but couldn’t disregard the
energizing appeal of the challenger. Ultimately, it was their enthusiastic presence that earned them our business. It
was a great call to make and I never regretted the decision.
The incumbent was surprised and
shocked by my decision. I explained
that, while their concepts were solid and
the strategies were sound, they lacked
energy and passion during the pitch. I
told them that of all the businesses that I
worked with, I expected a marketing firm
to be the best at selling itself—complete
with bells and whistles.
In the following days a package from
the losing agency arrived. It was wrapped
in muti-colored foil and brightly decorated.
Confetti and streamers filled the box. At its
center was a ribbon tied to a handwritten
note. I pulled the ribbon from the confetti,
revealing a collection of bells and whistles.
The note bore just a few sentences: “Thank
you for the lesson about the importance of
bells and whistles. Here’s what we forgot
in our presentation. We won’t make another without them.”
10. Never forget rule No. 1.
Agencies that develop meaningful client
relationships build more than a record of
successful results along the way. They
and public issues.
Case in point—public hearings.
These events are used by government
to get input prior to a decision. Public
hearings are a really good way to get
input from people who are comfortable speaking in public, in English and
are sufficiently motivated to do so, i.e.,
they are steaming angry.
But by the time the hearings happen,
it’s often too late for the public input
to make a difference. These hearings
don’t do a good job of advance understanding or serving the public’s interest. They are more like dueling monologues. But that’s what most people
were doing in the mid-1980s, and
some still do.
So my big idea was this: What if we
used all the modern tools of communications—research, marketing, decision
process, graphic design, community
relations and earned media—to give
people information and tools to make
better decisions for themselves? And
what if we used those same tools to
help decision-makers be more responsive to their communities?
That was in 1989 and the birth of the
company I started. Twenty-three years
later we’re now about 50 people strong,
with offices in Seattle and Washington, D.C. We are listed by PR Week
Brogan • 23
accept responsibility for occasional missteps, are transparent about their intentions and trust that when armed with relevant information, their client will make
wise decisions on behalf of the brand.
Successful agencies work hard to
ensure that they have the right people
working on each of their clients’ accounts, have a healthy respect for the
client’s chain of command and actively maintain contact with the leader.
They’ve found a formula that—more
often than not—delivers quality, timeliness and affordability in their solutions
and they recognize that perfection is often the enemy of the good.
Rule No. 1, “loyalty matters,” is critical
to a winning relationship. It’s a value that I
place at the top of the list and strongly
believe must never be taken for granted.
When an agency takes a client’s tenure for granted, communication often
deteriorates, self-interest escalates and
fees, balance sheets and contracts become discussed more than strategy and
results. These are win-lose conditions.
What was once a long-standing partnership is destined to crumble.
•
Rod Brooks is VP/CMO of PEMCO
Insurance and past president of the Word
of Mouth Marketing Assn. (WOMMA). He
can be reached at [email protected].
or 206-628-8757.
Brogan: Future Expertise?
in the top 100 firms in the country. Our
revenues last year were around $5 million. We are interdisciplinary, we have
a common commitment to the greater
good and we have had the privilege of
working on some of the most interesting
issues of our time.
We have worked with companies like
NIKE, Starbucks and Phillips Sonicare
and supported agencies like EPA, CDC
and many of the states in this country.
We just designed the new fuel-economy
label that will be on all new cars.
If you have ever used a front-load
washing machine, or a low-flow showerhead, flushed a toilet, recycled anything, bought anything to eat at Sea Tac,
hopped on a bus, visited the EMP, seen a
game at CenturlyLink field or driven on
any highway in this county, my company, PRR, had something to do with that.
Now we’re using digital media to promote a higher level of civic dialogue.
We’ve done statewide, online town hall
meetings and used Google maps to get
input on transportation alternatives.
Digital media is a game changer the
same way that movable type was a game
changer in Gutenberg’s day. No longer
did we need monks to copy documents
by hand. Movable type democratized
knowledge and caused major changes to
the political and religious power struc-
ture of the day.
Today we are all content providers. We
are redefining what community means.
Who knows what digital media will do
tomorrow? Will it make knowledge less
relevant? What will be the expertise of
the future?
I believe that the expertise of the future is communications. And the fate of
the future depends on how we as a society are willing to communicate with
responsibility and respect for our fellow
residents on this planet.
This takes courage, because so much
of our industry is about managing perception for short-term gain. Each betrayal of truth erodes our trust in each other
and in society. There will be many individuals trying to control your perceptions of your world and of you.
So, in the words of Mission Impossible: Your job, should you choose to accept it, is to communicate with integrity.
Find your own voice. Write your own
narrative. Never compromise your passion. Take the long view and understand
your social and ethical responsibility as
a communicator.
Most of the time, only you will know
you are doing the right thing. But little
by little, you can change the world.
•
You can contact Rita Brogan at
[email protected]
identified. I called him right away to thank
him for his kind words and for allowing
the public to see what he looked like. He
replied, “Linda, this was one time that it
wasn’t appropriate to be a clown.”
A public memorial service for Chris
Wedes/J.P. Patches, emceed by Pat Cashman, will be held at 11am Sept. 8 at McCaw Hall. A suggested donation of $5 at
the door will go to his favorite charity,
Seattle Children’s Hospital Foundation.
Kathi Goertzen’s first two years at
KOMO-TV were my husband’s last two
there and they had just a passing acquaintance. She joined KOMO as an intern after
graduation from her beloved WSU, working behind the camera and as a reporter.
In 1982, Kathi anchored her first newscast. Don had left KOMO and had a contract with Snohomish County to do the
promotion and advertising for the Evergreen State Fair in Monroe. Don was so
impressed with her news-anchor acumen
that he chose her as Grand Marshall for the
parade that opens the Fair each year. Kathi
shared the convertible with our six-year-old
daughter, Grace, who had posed for the Fair
promotional poster (see photo on Page 1).
Over the next few years we’d see Kathi at
the annual Emmy Awards banquet. When
our children were old enough to attend with
us, Grace would always say hello to Kathi,
who’d always reply, “Hello, poster girl.”
On the evening of her passing, Kathi’s
news team went on the air to reminisce.
Dan Lewis, Steve Poole, Eric Johnson and
Mary Nam spoke from the heart, sharing
their inner feelings that we don’t see on
a newscast. They expressed the gamut of
emotions felt across he entire Northwest.
Even anchors Jean Enersen of KING-TV
and Steve Raible of KIRO-TV eulogized
their competitor—and friend—on air.
Kathi’s public memorial service on Aug.
19 again showed what a class act both the
KOMO family and her family are. Speakers laughed and cried as they celebrated her
life. Husband Rick Jewitt, who spoke last,
had asked the band, Three Track Mind,
who had played at their wedding 18 years
earlier, to perform. They concluded with
everyone singing “How Great Thou Art.”
To view the celebration go to http://www.
komonews.com/kathi-goertzen/Community-gathers-to-celebrate-life-of-KathiGoertzen-166706586.html. To donate to
the Kathi Goertzen Foundation for brain
tumor research go to http://kathigoertzen.
com/index.php.
Kathi Goertzen and Chris Wedes may
be gone, but they’ll never be forgotten
by the thousands of people whose lives
they touched. There’s a poem that I wish
I’d written that explains their impact:
I’ll be the screech owl gliding on a mid-
Legends: J.P. Service
Calendar
Sept. 6—Public Relations Society
of America, Ashlee Piper of Google
on Google+ 101 Workshop: How to
Use Google Social Layer to Elevate
Your Brand, 7:30-9am, Weber Shandwick, 818 Stewart St., 2nd Floor, Seattle, prsapugetsound.org or 206-6238632.
Sept. 12—American Marketing
Association, Sam Roberts of PointIt
on Is Pinterest Right for Your Business? 11:30am, The Harbor Club, 801
Second Ave., Seattle, psama.org or
206-623-8632.
Sept. 25—Public Relations Society
of America, Annual Nonprofit Seminar: Connecting for a Cause, 8:30am-
Fritsch
say, “though we are not valued, we have
something left that is valuable; we have
constitutional liberty, both of person and
conscience. This Board of Directors, these
managers, who it seems are too remote
from us to know us and feel for us, cannot
take away from our Habeas Corpus right
or our right to take our business anywhere
night moon, an ocean breeze, a familiar tune.
I’ll be the eagle who brushes the clouds
with his wings, a symphony of thunder, the
lightning that sings.
I’ll be the buffalo’s breath on a long
winter’s chill, the quiet, calm feel of an
evening still.
I’ll be a tear in your eye, a smile on your
lips, the fragrant massage oil on your fingertips.
I’ll be the morning’s twilight when you
first awake, a sleepy dream at the sun’s first
break.
I’ll be the puff of smoke from a crackling
fire, the plum in the sun, sweet warm and
ripe.
Remember me in all these delights, from
the warmth of the day through the cool of the
night.
To all my friends I have loved so much,
hear prayers and feel my touch.
3:45pm, Swedish Cultural Center,
1920 Dexter Ave. N., Seattle, prsapugetsound.org or 206-623-8632.
Oct. 4—American Marketing
Association, Second Annual Pulse
Awards, 5:30-9pm, Bell Harbor International Conference Center, Alaskan
Way, Pier 66, Seattle, psama.org or
206-623-8632.
Oct. 10—American Marketing Association, Speaker and program TBD,
psama.org or 206-623-8632.
Public Relations Society of America, Annual Meeting in mid-October.
For information and to register go to
the prsapugetsound.org website or call
206-623-8632.
we damned well please.” To annihilate this
comfort, enact laws to perplex their commerce by allowing companies to gain monopolistic powers and to wipe the marketplace free of all but a few competitors who
share the same low standards.
VII. Lastly, if you are told of discontents
among your customers, never believe that
they are symptoms of deeper problems or
that your company has given any occasion
for them. Therefore, do not think of applying any remedy or of changing any offensive practices. Redress no grievances
lest customers should be encouraged to demand the redress of some other grievances.
Gather all your information of the state of
your customers from the department heads
who are charged with cutting costs and
pride themselves on the invention of ways
to avoid contact with all customers by all
means possible.
These measures, I assure you, are alive
and well within the banking practice.
We’ve all experienced them. I look forward
to the day when we no longer have banks
too big to fail. And simple human interaction is encouraged in customer service.
If you’d like a copy of Ben Franklin’s
provocative article, simply send a request
to [email protected].
Bill Fritsch is managing director of
Mintz & Hoke Communications Group
West. He can be reached at 206-465-6700.
Brooks: ‘Loyalty’ Is #1
Brogan: My Big Idea
U V
STAC C ATO
P RIN T I NG
W h o a N e l l y.
ISO 9000 Certiﬁed
SFI-00570

Remembering Two Legends: Kathi And JP

Transcription

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