Samuel Ekstrom - National Scout Reserve Scholarship Award Winner

I'm proud of Samuel for earning the 2017 Scouts - Summit Bechtel Reserve Scholarship in honor of Dan McCarthy. The Summit Bechtel Reserve (SBR) Staff Association awarded $2,000 to the 2017 recipients. Samuel served as the Aquatics Director at the waterfront for camp and used the scholarship to help pay for his last year at Central Michigan University.

Samuel Ekstrom was the Lead Professional Lifeguard and Lead Instructor for all Aquatics related programs at Summit Bechtel Reserve - James C. Justice Summer Camp.

Sam was responsible for developing an advancement program, training/supervising staff and overall responsibility for the well-being of all participants taking part in any aquatics activity including Paddleboarding, kayaking, swimming, water reality and fishing. 

 The waterfront at the James C. Justice National Scout Camp at SBR is the busiest in the nation. His responsibilities including overseeing all aquatics activities for the Senior Scout Camp, Appalachian Adventure programs on Goodrich Lake. 

The waterfront had as many as 800 scouts in attendance at any one time, with professional staff and volunteer staff under Samuel's leadership and supervision. 

Samuel attended the BSA National Camping School and received his Aquatics Director certification in order to take on this significant aquatics and management position.

This year he worked as a Manager at the waterfront and completed his Marketing/Advertising internship at SBR by working as a Media Content Creator. Samuel shot photos and video at SBR to help promote the program on all media and social channels.  

Sam shot photos and video for Facebook, Instagram and more for the 2018 year for Summit Bechtel. 

Prior to working as the Aquatics Director, Sam worked at the Shooting Sports Academy as an NRA certified Rifle and Shotgun instructor. Sam helped scouts and visiting guests to camp experience and develop their rifle, shotgun, muzzle loader, pistol and archery skills. 

Custom Boy Scout Trailer on a Budget

As a Scoutmaster, I often get questions regarding our trailer when we go to Scouting events - so here is a rundown of our trailer in case anyone else is interested.

Troop 192 bought the Featherlite Model 1610 aluminum trailer used from Craigslist a few years back. Our former Scoutmaster researched quite awhile to find this one with a concession door. I think we paid about $2500 for it at the time. I’ve seen the MSRP list for about $13K, with sale prices new about $9K. We sold our old trailer for about $1,000 to offset the costs. Our troop has an annual pop can drive that helped pay for the balance.This unit has dome lights, 12v light, etc.

We modified the concession door to make it a pantry and added a pullout cork board for duty rosters and camp info.

 Weight according to a flyer found online is 1,850, but that doesn’t include the shelving inside (metal and wood). With all of our gear, I’m guessing it weighs around 6-7,000 lb. This unit has dome lights, 12v light, etc.

 I took the photos. We wanted to show our boys in action, but without the faces, so it would be a promotion of Boy Scout in general and now just our troop. We happened to have some parents in our troop that worked in the sign industry at SignGraphix - they helped with the design and really made this a reality. Graphics Communications in Shelby Township installed the vinyl. Cost for the printing and installation was about $2,200.



I consulted with the Marketing Communications Director from the Great Lakes Field Service Council and the National office regarding high-resolution graphics. Council was able to secure a higher res .eps file for one of the logos.

The only thing that National requested was that we include "www.BeAScout.org" on both sides of the trailer. You can find some of the logos here: http://scoutingwire.org/bsa-brand-center/scouting-logos/

The pantry really sets this trailer apart and makes an ideal setup by our dining fly. It really helps in kitchen prep and provides easy access to a lot of key items for food prep and essential cooking items.

A big thanks to our troop and committee members for supporting this long-term vision for promoting our troop in the Southeastern Michigan area.

Brand Stewardship in Action

If you've been tracking the success of A&E's Duck Dynasty show - you've seen it has had a rapid rise in popularity. The recent snafu with Phil Robertson and his short-term "suspension" has only propelled the show into new dialogues of the social sphere. In the end, A&E was swayed by a viewer boycott and rapid loss of viewership after indefinitely benching the elder Robertson. It just so happens Duck Dynasty is A&E's top-rated show after carelessly shooting themselves in the foot they quickly patched things up and "un-suspended" the conservatively minded patriarch.

It turns out the dedicated followers of the Duck Dynasty show are socially savvy. They put their collective power to use and quickly quelled any notions of canning the lucrative show - as it could not have gone on without the elder Robertson. In the end the nearly 12 million viewers got what they wanted and were "happy, happy, happy."

Swing your semi-auto gaze to another field filled with passionate duck lovers. In our world of high-tech tracking and gadgets that follow our every move - even ducks and geese are not immune to the eagle eyes of hunters, biologists and wildlife refuge officers. Ducks.org has slick Waterfowl Migration tracker - sponsored by Ducks Unlimited and Remington that gives reports on the status and movement of the quacking sort.

Looking up a report in my neck of the woods near Toledo, Ohio shows a report by Gerry Mazur, Avery Pro Staff. His report gives a glimpse to the trials and tribulations of being a duck and goose in the wild when temps are sub-zero.

Hunting: Has been too dangerous to be out.

Species/Numbers: Ducks and geese are working the rivers for open water and near salt piles to stay alive.

Weather: Starting a slow thaw from the dangerous could the last 4 days. wind chills were in the -40 below category and some spots close to a foot of snow.

Let me first say - this is why I prefer a coat with down vs. synthetic. No other material in the world has the insulating properties of down. Human skin is rather lacking. A bit better with beards like the Robertson's, but still lacking. The National Weather Service reports that exposed skin can get frostbite in as little as 10 minutes with wind chill reaching -40 to -60 degrees Fahrenheit. Yikes.

Equally impressive is the fact that Gerry Mazur was out and about checking on the status of ducks and geese in this frigid weather. This kind of dedication is commendable. A real die-hard for ducks.

So what is this "Avery Pro-Staff" designation alongside Gerry's name? Turns out it is a special program for outdoor-minded individuals (aka hunters) that use Avery Outdoors equipment and want to become more than a consumer, but a team member (brand steward). They have very strict criteria for their staff and expect a certain level of dedication to the cause. An application process is posted on their message board, where they stress, "being part of this special team is hard work and will require a commitment of time and energy that many cannot make." They stress being a team player and the seriousness of the calling.

Averyoutdoors.com has a Pro-Staff page that includes biographies of each Staff Member on their site and it appears to be a big part of their marketing program. This empowerment of the masses to be brand stewards and promote the good of duck hunting as well as their own brand is noteworthy.

Proud duck dog from North Texas.

My hope, as a writer and brand steward of the Jeep brand, is that as Gerry is trekking through the tundra tracking ducks along the migratory waterways of Michigan and Ohio -- he would be doing it in a Jeep 4x4. I applaud Avery Outdoors for their nurturing of brand stewards that actively monitor their pro-staff flyways and represent their brand. Well-done and happy spotting!

Jeep Rescue Optical Illusion

Jeep Rescue Optical Illusion, a photo by lee.ekstrom on Flickr.

I created a mash-up in PhotoShop of the Jeep Rescue Concept Vehicle and some tires & wheels that have a life of their own. Hope you enjoy this fun Jeep optical illusion.

Jeep Wrangler Pork Chop Optical Illusion

Jeep Wrangler Pork Chop Optical Illusion, a photo by lee.ekstrom on Flickr.

I thought the Jeep Wrangler Pork Chop concept vehicle by Mopar could use some new psychadelic tread. Hope you enjoy my down-and-dirty optical illusion PhotoShop mash-up!

Jeep USAB Basketball Copywriter

Wrote this copy for the jeep.com / USAB page. The Jeep brand and USA Basketball in 2012. They both share many of the same core values - including their quest excellence and ability to tap into their inner strength, courage and passion for a noble cause. Click here for a full-size layout. Worked closely with Steve Koch in our Toronto office to create the messaging/copy for this page:

BELIEVING IN THE POWER WITHIN YOU

Digging deep. Surmounting obstacles. And enjoying every moment. It's all about drive and excellence as the Jeep brand supports another American icon: USA Basketball. Come along. It's always going to be an exciting journey.

A LEGENDARY VEHICLE PROUDLY SUPPORTING A LEGENDARY TEAM
Jeep(r) Brand and USA Basketball have always shared: a drive for excellence. Always honing their capabilities and working to overcome every obstacle, both define unmatched performance and unparalleled ability across the globe. Today, the Jeep brand is proud to applaud our team for using their inner strength, courage and passion to pave the road to victory. Now, we'd like to invite you to celebrate that experience and believe in the drive that we know also lies within you.

Jeep Brand & Juventus Partner Together

Part of the Jeep brand's marketing campaign includes a strong international push including a Eur35 million buy in sponsorship of the Italian Juventus Club. It's a three year deal, showing the long term commitment the brand has in the market. Juventus claims more than 295 million followers around the world. Another American automaker, Chevrolet had signed on to sponsor Manchester United, a popular English team. Of particular note, the Agnelli family, which has a controlling stake in Fiat-Chrysler, also runs the Italian Juventus Club. Part of the sponsorship includes a prominent Jeep logo on all jerseys of players and referees. The Jeep brand will also become the official vehicle supplier for Juventus.

An amazing display of football skills can be found in this promotional video tying Juventus and Jeep brand together. Gunther Celi, the reigning Italian champion of freestyle football and his team mate Andrea Free7 show some amazing skills in this YouTube video. Looking forward to increased sales, both domestically and internationally. Enjoy.

QR Codes on Parade Flags?

IMG_5938, a photo by musicwala on Flickr.

Kind of looks like QR Codes on their Parade Flags. Might make for a clever marketing opportunity.

Jeep Truck Testing

Jeep Truck Advertisement, a photo by lee.ekstrom on Flickr.

Thought for the day: Before you even consider building a Jeep Pickup make sure you're going to have enough serious customers to make it work.

The Jeep brand had a long history of building pickup trucks. Kind of causes problems when RAM is under the same Chrysler umbrella. Last year there was a glimmer of hope for a Wrangler based pickup truck. Since then, Mopar has released a clever JK-8 pickup conversion kit. The $5,499 JK-8 kit allows owners to do the work themselves with just a sawzall and angle-grinder.

Sales as of September were about 300. Was this a litmus test to see how serious the Jeep community was about a Jeep Pickup? Not sure, but as of September 19, the Jeep Pickup hopes are on hold for a while.

Last word from Jeep CEO Mike Manley on September 19th was that Jeep Truck idea is still a high priority, but that it won't see production until 2015-2016 (if at all). Of course, that may change with Chrysler CEO Sergio Marchionni's push increase Jeep vehicle sales internationally. Mid November came news that the Toledo Assembly Complex would receive a 500 million dollar investment with production to begin in 2013.

Copy:
Make sure you're serious.
Before you even consider buying a Jeep Pickup make sure you're looking for a serious truck. Because this one's more than a bed attached to a cab. It's a truck designed and built to outperform the field at the things you need a truck for. That's why we call it The Performance Truck.

THE PERFORMANCE TRUCK WORKS.
It can hold more cargo and haul a heavier payload than comparable 4-wheel drive Ford, Chevy or Dodge pickup trucks. And still gets about the same gas mileage as all of 'em. 16 EPA EST MPG, 21 HWY EST.

THE PERFORMANCE TRUCK GOES.
With 2-wheel drive when you want it and Jeep's legendary 4-wheel drive when you need it. 4-wheel drive that's built in from the ground up, not added on like its competition's.

THE PERFORMANCE TRUCK ENDURES.
95.8 percent of all Jeep vehicles registered in the last 10 years are still in operation today. Another tough performance that Ford, Chevy and Dodge can't match.

THE PERFORMANCE TRUCK WINS.
Jeep Pickups took 1st place in the SCORE Off-Road World Championship, the Mint 400, Baja 1000, Parker 400 and Baja Internacional. Once again outperforming, well, you know who.

All this and a price designed to take on the competition. So why settle for less? Name the terrain. Jeep truck performs.

White-House-Infographic-Jeep-Obama

White-House-Infographic-Jeep-Obama, a photo by lee.ekstrom on Flickr.

An official infographic from the White House that used a Toledo Supplier Park produced Jeep Wrangler as the central theme. Seems like President Obama is taking a ride on the meteoric rise of the Jeep brand in sales and quality. I don't blame him. The Jeep brand was, is, and will always be a true American success story. Kudos to Chrysler and the workers for making the current run the best ever.

This infographic was released when President Obama visited The Toledo Assembly Complex - where they produce Jeep Wrangler, Wrangler Unlimited, Liberty and Dodge Nitro.

Coca Cola Friendship Machine - 2 for 1

Love the idea behind this Coca-Cola marketing. Check it out at YouTube. The Coca Cola Friendship machine case helped Ogilvy Argentina win Argentina Direct Agency of the Year for 2011. The idea: What if you can climb up a huge Coke machine and get 2 coke bottles for the price of one?

Jeep Wagoneer Stars in Utah Ad Campaign

Properly secure all cargo.
Originally uploaded by lee.ekstrom

Jeep SJ featured in a Utah Advertisement. This ad was created by art director Brandon Knowlden for the state of Utah.

The "Life Elevated" campaign was to highlight the four-seasons of adventure Utah had to offer. The 1979 Jeep Wagoneer was bought on Craigslist.com and was the centerpiece of the $3.2 million advertising campaign.

Reminds me a lot of the Jeep Wrangler Unlimited overloaded backpacker theme we did a while back at BBDO-Detroit.

Another similar VW ad cleverly used a competitors vehicle loaded down to show the possible benefits of their voluminous, box-shaped VW Station Wagon.

Love the line, "So every time they make a conventional station wagon, they also make a swell little ad for the Volkswagen Station Wagon.

Utah Road Trip YouTube Video by utahtourism.

Article about the campaign by automotivetraveler.com.

Brandon Knowlden Blog.

EPIC AMAZON REVIEW THREADS

What a great gift - received this from one MidCoast - one of our retouching vendors. They are very detail-oriented and they obviously did their homework when it came to a timeless gift. Can't beat the Stanley Classic 8oz Flask: good looks, sturdy design, and durable stainless steel wall, and a Stanley-backed lifetime warranty. I'm looking forward to using it for stove fuel when backpacking.

Now about the Kablamo! (aka amazonemperor) five-star review at Amazon.com of Stanley's Classic Flask.

Obviously this was in jest. But what kind of process does Amazon have for reviewing product ratings? Unless it is reported, the prank review will live on - possibly tarnishing a brand in the name of fun. Stanley should be monitoring their products for reviews like this and flagging them as needed.

Unless that is, they are trying to get a little extra buzz out of Kablamo!'s post. After all, four of six people found this review helpful. I checked Kablamo!'s profile and found that he had an equally rye sense of humor regarding a Clue game.

Epic Amazon Review Threads are the latest attack on boredom sweeping the internet. College Humor Internet Archeologist, Susanna Wolff, has an article with step-by-step instructions on "How to Write an Epic Amazon Review." Clever. Kind of reminds me of the Anarchist's Cookbook except these saboteurs subtly sneak in unaware and plant their Web-side humor with glee - knowing they just played the newest practical joke around.

Social Immersion: Mirror Your Environment

A friend of mine sent me some photos of a "new" hunting blind that utilizes mirrors to mimic the natural environment.

The blind, called the Predator V4, is marketed as "the world's only mirror hunting blind." It is stated that the stand becomes any environment you place it in and is described as the perfect camo, or mirrorflauge. Clever stuff.

This same principle can be applied to social marketing where you want to be immersed into the social strata without being perceived as a foreign entity. I favor a 360 degree approach - much like a huge disco mirror ball.

You need to plant your mirrors all over the Web: Flickr, Facebook, MySpace, YouTube, Twitter - and water with constant attention. Feed the bite-sized brand mirrors with fresh content and allow users to see and express their own identity as a part of your brand. Send messages to show you're a fan of their brand enthusiasm and their stewardship. Above all nurture participation. Read more in a very thorough article: Design for Social Networking.

Joe Marchese has an interesting article called, The Social Media Mirror where he states that "social media is a digital reflection of real-world social interactions." He goes on to further state that "social media is where people create a digital representation of themselves for other people to see."

Brands can act as accessories to individuals' social representations online. They are an outward digital expression of who they are in the real world. This cyclical approach to social marketing is beneficial to the consumer and to the marketer. Adam Wilson, former Creative Director of the Jeep brand at Organic, Inc stated that social media participants were "micro broadcasters." They were key-influencers in a own micro-universe that overlaps with multitudes of other like-minded individuals.

I have the honor of acting as one of the key brand stewards for the Jeep brand. The core values of the Jeep brand: Freedom, Adventure, Mastery, Authenticity and most recently Fun naturally appeals to a wide demographic. Marketing for the Jeep brand - we make a concerted effort to maintain an identity that can trace its roots back to 1941. It's taken over 60 years to create the branding of Jeep - a true original. That same recognizable identity - that portrays rugged individualism is just one reason the Jeep brand has thrived in the social arena.

So, is it the brand that is imitating the audience or the audience that is imitating the brand?