FreeThink: August 2005

FreeThink: a blog published by Maxwell PR

Kick Out of Life

A few weeks bac

k I went out on a warm summer night to watch my colleagues play kickball. Yes, kickball, the game you used to play in the neighborhood when you were a kid. It appears adult kickball is the latest trend among urbanite workers, who are putting away their softball bats in favor of the original, bouncy, red rubber ball. Three Maxwell team members and some of their spouses have been having a ball all summer in the Northwest Kickball league. I was jealous! Out of a team of 14 people, made up equally of men and women, 8 people head onto a baseball field where the game is played much like the favorite American pastime. While most people play pretty loose, there are a few that take it pretty seriously (but I won't mention any names, Bruce...) -- maybe that's why they won!
Here's Bruce in the key role of pitcher and his fiance Eryn, looking mighty strong on a break from playing catcher.

--Jennifer Maxwell-Muir

posted on August 23, 2005

Targeted Sockcess

How do you make a splash showing your latest hosiery line to one of the most respected retailers in the country? Well you produce a sock fashion show, of course! Our client, Gold Toe socks, presented the Spring 06 "Auro" line of socks (sold exclusively at Target stores) to the buyers there two weeks ago. Rather than pulling out the projector and PowerPoint slides, they challenged us to make a splash at the company's headquarters in downtown Minneapolis. Our challenge was to generate buzz among Target employees during the two days leading up to the meeting, and create a memorable experience during the meeting.

"No problem," we said. "Who doesn't have a deep burning passion for socks? Who wouldn't want to tell their friends about Gold Toe socks?" It turns out that if this person exists, she doesn't hang out in downtown Minneapolis. When we stationed real women on Nicollet Mall (clad in sock-no s

hoes, of course) they had no problem handing out thousands of pairs of socks, gold dipped carnations, and $5 coffee cards to passersby. When they returned the following morning, a crowd had gathered in anticipation of more free hosiery and caffeine. Word had spread.

That afte

rnoon, we staged what may be the first ever sock fashion show in one of Target's huge conference rooms. The spectacle involved a crisp white runway, a big red door, a thumping soundtrack, and local women parading around in Auro socks. Sure, we could have hired 'real' fashion models, but Auro socks are for real people who wear comfortable (yet stylish) shoes--not stilettos. Everyone had a blast and the Spring line of men's, women's and children's Auro socks will be in Target stores next year.

Special thanks to the fabulous team at MusicMatters for making this program a success!

--Jen Scott

posted on August 11, 2005

Getting Comfy in the Closet

How does a small walk-in closet become a functional and fashionable home office? The organization experts at Storables had the answers for Portland's own celebrity chefs Caprial and John Pence.

When we first approached Caprial and John about collaborating with Storables for a makeover story in the Oregonian's Home & Garden section, we thought immediately - kitchen pantry! What we didn't take into account is that this pair cooks with so many fresh ingredients, their pantry was not much more than a drawer with flour and sugar.

That's when Caprial broke the news. In lieu of a home office, she and John had been writing cookbooks, developing menus and creating recipes holed up in a converted closet in the front of their otherwise beautifully designed home. At first we couldn't imagine the space Caprial described, a four foot by five foot closet with things, literally, falling on their heads as they worked at the computer and researched recipes.

But it was true.

Fortunately, Storables was up for the challenge. Armed with a vision, loads of Storables' maple shelving, wire mesh and red rattan file boxes, bins, organizers, a couple cans of paint from the basement, and an incredible cherry coffee cake (compliments of Caprial,) Storables literally transformed a dingy closet into a comfy, inspirational and organized home office.

The experts from Storables worked their magic. They moved the computer and work surface out from under the tall rows of shelves for a more open (and less precarious) feeling, and installed new shelving on two walls. Caprial and John's collection of culinary magazines and resources, cookbooks, cd's and office equipment was organized on the shelves so that the things they use everyday are close at hand, the resources they access rarely are out of the way and the clutter they don't need was thrown away or recycled.

We got a few photos of our own, but the Oregonian's Lori Mendoza and photographer Marv Bondarowicz were also on hand to document both the before and after.

With Storables' help, Caprial and John can now continue to write their impressive cookbooks and create delicious recipes -- truly in the comfort of their own home.

And after seeing what a difference the Storables makeover made, the very next weekend I took the doors off our guest room closet, painted the inside walls in colors to complement the room, installed shelves and a desk from Storables and VOILA! Inspired by Storables' unveiling of the organized and improved Pence home office, I have a foxy new closet office too!

--Erica Erland

posted on

	This spirited, open forum by Maxwell PR staff members, studio mates and colleagues features people who are, in our opinion, doing the right things to get people talking. You'll see us rave about organizations building communities and rant about those who are missing obvious opportunities. We sprinkle in a little marketing and PR rhetoric from time to time for extra vigor and enthusiasm, and will share observations and insight based on our own experience honing our craft every day.

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