This personal portfolio document summarizes LouAnn Schafer's work with three clients in 2016: United Federal Credit Union, Chamberlain Group, and Gladiator GarageWorks. For UFCU, Schafer led promotional campaigns, events, advertising, and digital efforts to grow membership and loans. For Chamberlain, she worked on connected home devices and intelligent lighting products. For Gladiator, Schafer helped shift the brand strategy to focus on lifestyle imagery and organized multiple national and regional awareness campaigns using various advertising, PR, and social media tools.
2. Index
United Federal Credit Union
Promotional Campaigns
Events
Advertising
Digital
Chamberlain Group
Connected Devices
Intelligent Lighting
Gladiator GarageWorks
Branding
National Campaigns
Regional Campaigns
Brand Awareness
3. UFCU: Promotional
The primary goal of promotional campaigns was growing
SOW with a secondary goal of increasing membership.
In 2015, UFCU won a Category Best CUNA Diamond Award
for the “Sit Stay Rollover” certificate special campaign.The
campaign included lobby collateral, advertising and a social
media component.The 2015 campaign was so successful, it
was modified for 2016 to “MultiplyYour Returns.
2015 2016
4. UFCU: Promotional
The spring auto campaign is the largest loan campaign run by
UFCU. In addition to lobby collateral, the “Enjoy the Ride”
spring auto campaign included aTV spot with $100,000 spend.
In 2016, digital advertising on Hulu, Pandora and social media
was included.
5. UFCU: Events
From branch grand openings to community events,
marketing support delivered awareness and engagement.
6. UFCU: Advertising
The “I Am United” campaign included print, radio and digital
ads in Arkansas, Nevada and North Carolina. Ads featured
real members telling their United story.
7. UFCU: Digital
In 2016, UFCU launched their first eBook.Targeting first
time homeowners, digital advertising and marketing
automation was used to drive referrals and leads. Ads were
placed on realtor.com and other social media sites.
8. Chamberlain:
Connected Devices
Chamberlain and their sister company HeathCo partnered
together to bring IoT products to retail in a connected
garage door opener and lighting controls. Project included
naming, branding elements, product design, channel
planning and packaging.
9. Chamberlain: Lighting
HeathCo decorative and security intelligent lighting was a
category leader at big box retail stores. Market research,
product design, product roadmap, pricing, POS materials
and advertising were developed to grow revenue and
improve margins.
11. Branding: Essence
Prior to 2007 the Gladiator GarageWorks brand style was super
premium with a very sterile feel. No people or personality to
distract from the aspirational direction.
Shifting the brand visual to an inspirational focus required
lifestyle photography that portrayed real life applications.
12. Branding: Essence
The change in strategy to a lifestyle focus was carried out
across consumer touch points.
Catalog
In-store display
Advertising
Promotion
Web
14. Branding: POP/Display
In-Line and End Cap Displays coordinate with packaging
to communicate how to transform your garage.
Brand banners used for consumer and trade events carry the
message of inspiration and the start of transformation
16. Branding: Packaging
Consistency in visuals and copy was the focus of a 2009
packaging change for the brand. Consumer research showed
an understanding of the brand pillars:Quality, Durability and
Style
17. National Campaign
2009…The Problem:
• Challenging economic climate
• National Brand Awareness in the single digits
• Focused primarily on the male demographic
• Web traffic static at 25k/month
2009…The Opportunity:
• Develop a campaign to reach a larger audience
• Create consumer engagement for greater recall
• Communicate the value of an organized garage
• Utilize Foresee satisfaction survey data to reach consumers
2009…The Solution:
• UnveilYour Garage Sweepstakes
• Engage in partnership opportunities
• Message around value
21. National Campaign
Results:
Editorial Coverage
Q2 2008
Q2 2009
Gladiator’s “UnveilYour Garage” sweepstakes helped drive
an 84% increase in the brand’s Media Index Score to the
highest level since 2007
23. Regional Campaign
Billboards
Newspaper
Sports publication
ads: ColtsYear Book,
Indians Book
Radio Show
partnership contests
Home Show
Participation
AJ Foyt/Indy 500
Objectives:
Build Brand Awareness/Create Engagement
Test and Measure Marketing Methods
