National System Opens Local Office; Willis Keeping Busy
Yard signs were posted throughout Orange County: Stop complaining. Be prepared. Think.
They were created, for free, by Foote Cone & Belding Southern California in Irvine, which recently launched a recruitment campaign for the Boy Scouts of America, Orange County.
The backside of the signs reveal encouraging messages such as, “Think About Becoming a Scout,” as well as the Scout’s Web site and toll free number.
“Our goal with this recruitment campaign is to convey to our youth the value of involvement in the Boy Scouts,” said Brett Beck, spokesman for the Boy Scouts of America, OC.
In years past, the Scout’s annual recruitment drive consisted of photocopied fliers. But this year, FCB put together a more comprehensive campaign, including bus shelter ads, stickers, posters, key chains and even a public service announcement TV spot.
“Our budget as a nonprofit is pretty limited,” Beck said. “They produced anything we could dream of that could help us out.”
Beck said he is hoping the drive and other initiatives will help raise the Boy Scout’s enrollment by 7% to 10% (or by about 7,000 members) by year’s end.
In OC, the Boy Scouts serve more than 100,000 youths during the course of a year. It has about 61,000 kids in its program.
Bus shelter ads, in both Spanish and English, were posted in more than 100 locations throughout OC. Clear Channel Outdoor in Los Angeles donated the media space.
The campaign targets kids in first through fifth grades, and parents as a secondary audience.
“We want kids to view the Scouts as a place where they can experience fun, different activities, while still being cool,” said Eric Spiegler, group creative director at FCB Southern California.
In other news, about 250 uniformed Boy Scouts recently launched 1,000 red, white and blue balloons at the Newport Dunes Resort to honor victims of the terrorist bombings. The kids wrote messages of hope on non-toxic, biodegradable balloons, which were donated by Moore Flowers and Balloons in Huntington Beach.
Joining In
Orange County’s autopia has lured another ad shop.
National System, Inc., a St. Louis-based advertising, brand management and Web-based communications firm, recently opened a 1,000-square-foot branch office in Orange County.
The agency said it made the move to be closer to current automotive clients, including Honda, Acura, Toyota and Ford.
“With the recent expansion of Ford Motor Co.’s Premier Auto Group and our existing relationships with our other automotive clients, it has become imperative for The National System Inc. to have a presence in California,” said Andrew Arnold, the agency’s assistant vice president and Los Angeles branch manager.
Though in Irvine, the new office is referred to as National System’s Los Angeles branch office. It’s staffed with two people, though the agency expects that number to grow in time.
“Although our office is in Orange County we refer to it as our L.A. office for our multi-national clients who are better able to identify with the Los Angeles area,” said Jenny Duerbusch, National System’s spokeswoman.
Perhaps OC’s biggest ad players, including No. 1 Young & Rubicam and No.2 Foote, Cone & Belding Southern California, both of Irvine, might tell their new neighbor about the so-called “Orange curtain.”
Cause Marketing
Santa Ana Heights-based p11creative design firm recently wrapped up work for the Pediatric Cancer Research Foundation and its biggest event of the year: The Rod Carew Children’s Cancer Golf Classic.
Creative work included a Web site, brochure, collateral and environmental graphics. The event was held in July at the Dove Canyon Country Club, and raised more than $120,000 to fund ongoing research.
The OC design firm also designed a Web site for the Reaching for the Cure 5K Walk-A-Thon, which was held in July at the Irvine Spectrum and raised more than $45,000 for research.
On a Roll
Willis Advertising in Laguna Hills has been on the move, having won seven out of eight agency reviews held this summer.
The OC shop recently completed a 12-part direct mail campaign for client Master Industries, Irvine, and is knee-deep in work for Newport Medical Instruments, Newport Beach, designing four product data sheets and producing a trade ad.
And, that’s not all.
Willis has also been developing marketing materials for DeCrane Aircraft and its new product set to be unveiled at an upcoming tradeshow in New Orleans. Advertising work includes a two-page spread ad, direct mail, a billboard, product and technical brochures, and displays and graphics for DeCrane’s 6,400-square-foot booth.
Plus, the OC shop recently kicked off a new campaign for Hoag Memorial Hospital Presbyterian, which includes a series of ads for the hospital and its service lines, direct mail and bus signs.
