Transition

If you're a follower of this site, you've noticed a few things:
1. There are times when Jake D Werm may very well be off his rocker (re-writing a Bon Jovi song into the unemployment anthem--see the March 3 posting).
2. Hopefully, you've noticed that I enjoy writing.
3. I am not posting as often as I did when I was a rookie in this whole unemployment thing.
4. I'm ignoring the fact that nobody responded to the latest post requesting an assignment (I may very well be writing to myself, which proves point number one, beyond any doubt).

The reason for number three is mainly due to the fact that I've been pretty busy the last couple of weeks with freelance work. Unemployed yet busy? Hmm. A paradox.

I've been struggling a little with a question. It's been almost two months since the layoff (hereafter referred to as The Great Sacking of 2009). However, I've made a lot of progress with the freelance business. So, the question is; when do I stop referring to myself as unemployed? Did that happen when I booked my first freelance gig? Is there an income threshold that I should meet before I can safely say that I am a freelancer and not a bum posing as productive member of society? Or, will I remain under the "Unemployed" banner until Uncle Sam stops dropping money in my account?

Whatever the case, I'm feeling a little odd about the Jake D Werm Unemployment Blog. Not because I don't enjoy writing posts. But rather, I'm not sure it's completely accurate any more. And, that's not to say that the blog will go away.

However, I think a transition is on the blogosphere's horizon. Into what, I'm not sure? Maybe it will become Jake D Werm's "I'm No Longer Unemployed, and Yet I Can't Claim to Be Employed" Transition Blog. Maybe I'll start the Jake D Werm Freelance Forum. Or a Writer's Rant. Maybe I'll go a completely different direction and create Jake D Werm's Terrifying Tales of Tangletown.

Not sure. More than likely it will be focused on the freelance angle. Stay tuned. And thanks for reading.

Friday the 13th...oooh, I'm really scared...

It’s been a while since my last post. Sorry about that. I noticed early last week (during that first March warm up) that my bonsai trees were starting come out of dormancy and buds were forming. When this happens, they need a little bit of attention. So, my blogging time over the last week and a half has been spent getting new pots ready, getting soil ready, unpotting, trimming roots, wiring and re-potting. It looks like they’re all on their way to a healthy summer. Fingers crossed.

Speaking of “fingers crossed” for good luck; happy Friday the 13th.

When I was a kid I always laughed at the Friday the 13th movies. To be fair, I have to point out that I would also nearly pee myself when a shadow moved across the window. Then I'd laugh again at the special effects. Then pee myself when the house groaned on its foundation. Then laugh. Then pee again. And repeat. The laughing happened, not only because of the special effects, but also because of the “special” characters and the things they did for the sake of a good slasher movie. Friday the 13th is supposed to be all about bad luck, right? Okay. But, by that reasoning, you could say that the cocky teenagers who all walk into the creaky old house after hearing a few blood curdling screams, just to wind up on the wrong end of a machete, are really just victims of bad luck. The guy who goes upstairs to investigate that fleeting shadow which looked suspiciously like a man in a hockey mask, only to find himself getting lumberjacked by a chainsaw, is simply unlucky. The two young lovers who decide to head into the cemetery for a little hanky panky, despite the ominous minor-key notes in the soundtrack and the quick cuts of the nearby forest, then act surprised when the groundskeeper starts tenderizing them with a Louiville Slugger, have fallen upon ill fate.

I think we should take a little credit for bad decisions rather than laying the blame solely on luck's shoulders.

Now why would I go on for a paragraph about Friday the 13th and end up talking about bad decisions? Could it be because I may be about to make a bad decision myself? Yep. Could it be something that I’ll regret later? YEP. Could it be something that causes me pain and suffering? YEP! Could I wind up maimed or dismembered like those B-actors in those movies? C’mon, I said it could be a “bad decision”, not “stupid.”

What’s the bad decision? And, maybe more importantly, why am I making it?

I’ve decided to put you, yes You, in charge of my blog for a day. Why? Well, when I was thinking about topics for the next posting, I was also thinking about possible work assignments that are coming in. I though, why is it that employers and clients always get to have the fun of handing down a new assignment? Why not put that kind thing into the hands of someone else for a change? Why not you?

It’s been over a month since I’ve had a proper assignment to tackle. Even though I like to think of myself as an entrepreneurial soul, with a good sense of motivation, a good ol’ fashioned task could be good to sink my teeth into.

So, that’s it. The first person who replies to this post (either by making a note on this site, or by sending me an e-mail, or a text message, or a post on Facebook, or a tweet on Twitter, or a note by carrier pigeon) with a topic, gets their topic covered by me in the next post. I’ll do a fair amount of research on your topic. I’ll form an opinion, or a slant, for a story. Then I’ll write it up into an article of maybe 500 words, and post it on this site by next Friday. With any "luck", we can make it a recurring topic.

Here’s where my relationship with the Best Buy advertising legal council (while I was working in Advertising) will come in handy.

Disclaimer goes here.*

*Jake Wermerskirchen [hereafter referred to as D Werm] has full veto power over the topics sent in. D Werm is not responsible for taking the article in a direction that you, the supplier of the topic, did not anticipate. D Werm is not responsible for spelling and grammatical errors, though he will be embarrassed by them. D Werm cannot guarantee that he will offer an new, or relevant insights into your topic. D Werm’s article will remain the sole property of the Jake D Werm Unemployment blog and may not be reproduced without the expressed and written consent of Jake D Werm and Major League Baseball.

Okay. Send in your topics…I feel like I just opened the door to the rickety old farmhouse where I swore I saw the outline of masked man in the attic window. Yeah, I may come to regret this.

Cue the ominous soundtrack and quick cuts of the spooky forest.

Is This Thing On? Or is this thing Always On?

Hello Ladies and Gentlemen,

Welcome to the Jake D Werm Unemployment Blog show. I’d like to start tonight’s program with a little song. C’mon sing along.

(To be sung to the tune of Bon Jovi’s “Wanted Dead or Alive”)

It’s all the same, but now I’m counting change
Every day, I’m losing on the stock exchange
An interview where the faces are so cold
I’d cry alright, for a job I could hold

I’m Unemployed, on a sofa now I ride
Unwanted…on my resume I lied
Unwanted …on my resume I lied

Sometimes I sleep, sometimes I sleep for days
And the people I meet, always offer crap for pay
Sometimes you tell the day, by the bailout they make you drink
Sometimes when unemployed, you watch your savings sink

I’m Unemployed, on the sofa now I ride
Unwanted …on my resume I lied
Unwanted …on my resume I lied

Mmmm, Well I walk these streets, lookin’ for a Lexus I could jack
I play for keeps…might have to sell some crack
I been everywhere, for a quarter I would crawl
I’ve made a million dollars…and I’ve blown it all

Yeah, I’m Unemployed, on the sofa now I ride
Unwanted …on my resume I lied
Unwanted …on my resume I liiiiieeeeeed
______

Ok, that’s enough fun and games. On to business. I’ve been thinking a lot about how to market myself to prospective clients and I keep coming back to the things that I call Emerging Media Streams. I’m sure someone out there has a better term for them, but that’s what I’m calling the new social applications that everyone is using:
Facebook, Twitter, the various blog sites such as the one you’re reading, Youtube, Myspace, iPhone applications, digg.com, SMS, and the list goes on. Right now, the bulk of the people using these streams are just that; people. Some of the more forward-thinking companies and media outlets have a presence in this space, but not a lot. They're mainly used for social activities.

So, I’ve decided to focus a good portion of my efforts at marketing myself as the person who can create a marketing presence on these channels, develop brands and effectively manage these media streams for any client.

One area that I’m specifically interested in tapping into is the Green Industry (i.e. wind generator manufacturers, solar panel manufacturers and distributors, Green Collar recruiters, etc). I’m optimistic that this will continue to be a growing industry. What they lack is real awareness. People know exactly where to go to fill up their tank with gas. But it would probably take some digging to find out where to go to find solar panels for your home. Utilizing these Emerging Media Streams will go a long way toward reaching a much wider audience and build awareness in the market.

The other area where businesses may be falling short is in the concept of truly “linking” these streams together, even if they do have a presence. Sure, Facebook is separate from Twitter. Youtube has a different function than Myspace. They all should serve different functions in order to reach the broadest audience possible. In other words, they should all do their jobs. But to really be effective, they should all work together to properly link back to wherever the client wants the audience to go. This arena is most likely a website, but could be a retail outlet, a live event or any number of things.

One of the fundamentally ideal aspects of utilizing these channels is that it’s proactive. A standalone website is passive. No matter how well a site is designed, it sits there and waits for someone to Google it, or stumble across it. A standalone website is a needle in a haystack. And what’s more, your audience may not even know they want to be searching for that needle in the first place. However, people are always on Facebook and are always Tweeting away on Twitter. I made up another phrase. I call this the “Always-On Phenomenon.” If people are always on some application, why not go where they already are and tell them what you’re doing as a company? An example of a group who is using Twitter well, is coming out of the UK. The Prime Minster’s office has a profile called Downing Street (check them out on Twitter). They send out updated throughout the day regarding the PMs schedule, press conferences and where to go for further details. They do a good job of keeping their followers up to speed.

Ok, let’s say your company is coming out with a new product. It’s going to be big. What do you do? You put a big splash on your website. Maybe even do a little advertising. And, like a shopkeeper, you wait for lightning to strike and that customers find you. Now, what if you have a Facebook profile dedicated to your business? You’ve spent the last couple of months reaching out to your potential audience, so you’ll have a “friends” network. Now, the day your product launches you put the update on your Facebook page. All your friends know about it. And, so do all of their friends. You see where I’m going.

Now, imagine the same type of thing is happening on multiple channels simultaneously. Your Twitter account sends out updates to your Twitter followers. An informational video is uploaded to your Youtube account. Your Myspace page is loaded with info. Your iPhone app goes live. SMS messages go out to your more traditional contact list. It’s all coordinated and timed to turn a little splash into a nice big fat wave that you can ride all the way to the bank.

This wave is powered and managed by W! Creative Group. That’s me…hey, I created another term. When all these media streams come together, it’s a Wave Event.

So that’s the idea:
- Create an Emerging Media Stream profile and presence with brand identity
- Develop the presence and reach out to wide audience
- Manage all streams effectively and efficiently
- Link back properly to the final audience destination

When I was working for Best Buy, I was a part of something new they called Customer Centricity. Other people copied us and now everyone is customer-centric. I really think this is the evolution of that thought. It takes a customer centric mind-set and turns it into customer friendship.

Here’s a letter that I drafted to one Green Industry company, proposing a meeting. Feel free to take a look and let me know what you think. I’d appreciate the input. And, most importantly, if you know of a business, an organization, an industry or a person who you think could benefit from this kind of marketing, send them my way. You don’t have to be a big shot to take advantage of the tools that are out there. I can help.

I’m open for business.

And I’m “always on.”

Please, Don't Feed the Creatives

I had a boss who liked to comment on the perception of “creatives” in the advertising and marketing fields. For those not familiar with the lingo, “creatives” are the Art Directors, Copywriters, Designers and Creative Directors who work in advertising. How’s that for pretentious? We turned an adjective into a noun and slapped the label right onto our collective forehead.

The perception I’m talking about is that the people in the creative fields are a different. For example, at my former-former job, we got to "work" in a special room filled with games and other “brainstorming” inspiration. We always wore jeans…gasp…not just on jeans days. Some of us didn’t shave often enough. Others may have shaved a tad too often (maybe hit a nerve or something). Some of us took our work a bit too seriously, as if it belonged in Louvre rather than in the Sunday newspapers. Some of us got a bit ornery when a non-creative had the gall to suggest a logo should be bumped up in size, or a headline should be more to-the-point (less whit, more grit).

This particular boss liked the idea that we were a bit different, so he always joked with people about how on-the-edge we all were. He would tell people not to make any sudden movements around the Art Directors. Speak only in hushed tones around the Copywriters. And, whatever you do, don’t feed the Creative Directors. He treated the dynamic as if we were a bunch of gremlins who would go “Christian Bale” on anyone who didn’t walk lightly. He was joking…I think.

This guy exaggerated. It’s not really like that. Not completely anyway. Apparently there was a time when money was flowing through the advertising industry at such a clip that the top dogs in the business where treated like rock starts. But, those days are gone if they ever even existed. The creatives are no longer the David Lee Roths of the marketing world. The band broke up. We’re just normal people, trying to make it. Yep, I put on my leopard skin spandex pants one leg at a time, just like everyone else.

That being said, I think it’s true that the creative group in any environment does tend to live just a click farther off center than the majority of the population. But it’s subtle. Maybe we were born that way. Maybe it’s a self-fulfilling prophecy. If people think we’re weird, we must be, right? Or, what’s more likely, is that we treat this perception as our license to be screwballs. Whatever. I’m not complaining. Yesterday spent two hours re-writing my resume as it would appear in the Dork-Based Bizzaro World. In that world, I'm certified to climb trees, get lost whenever I want and generally act like a Dork. The creative universe is a good one in which to live.

I bring it up because I think I found one of the reasons that the advertising gang tends to sort of wander around rather than march in a straight line. We’re not odd because we set out to be. We’re not weird because deep down we’re insecure. I don’t think we’re wired differently at all. We’re “off” because our clocks have gone haywire. Totally out of whack. And, I don’t mean we just tend to be night owls, or late for meetings. We’re waaaayyyy off. Months, in fact.

When I was working at Best Buy, I was fortunate enough to be on the team assigned to brainstorm and design the Holiday campaigns. I worked on those teams for 3 years in a row. Now, with my first freelance gig happening, I find myself working on a different holiday campaign for a different client. I said, “Holiday campaign.” Holiday? For those of you not paying attention, it’s February.

I always thought it was a bit strange to be concentrating on Santa, Christmas Trees and Candy Canes in early spring. Now I’m thinking that this might just be root cause that some of us creative Gizmos turn into Gremlins at the slightest turbulence in the air. Could it be because it’s NEVER NOT HOLIDAY? Think about that. Imagine a world where Christmas never really ends. Once it’s finished, it just kind of starts all over again. It’s the movie Groundhog Day, but without Bill Murray there to drive us off a cliff just to see what would happen.

I’ve had “Here Comes Santa Clause” and “Winter Wonderland” in my head for the past five days. Kind of like an actor getting into character, if you’re an Art Director designing something Christmasy, or a Writer bringing words to the page (some would say, “bleeding copy” but c’mon it’s just a flesh wound), you have to get into it somehow. I’m not putting on Christmas albums or anything, but I do have to look up a phrase or song lyric now and then. That’s all it takes. Try it sometime. Google the lyrics for a Christmas song. Read them. Now, try NOT to have that song stuck in your head. And, don’t think about pink elephants either.

So, as the snow melts and the ducks return home, carrying flocks of retired grandparents with them, the marketing folks will be neck deep in holly and mistletoe. Keep that in mind if you’re walking through the grocery store on St. Patrick’s Day, or Easter, or the Fourth of July and you hear someone humming Jingle Bell Rock. In that situation, here’s what you do; don’t make any sudden movements. Speak in hushed tones. You may have stumbled upon an advertising Gremlin, who is seeing visions of sugar plumbs dance through his head...in February. He's not weird. He's just confused. In that case, walk away. And, please don’t feed the “creatives.”

The Resume of a Dork

In today's post you'll get an indication of how I deal with stress. As you can imagine, dealing with stress is a key ingredient in Unemployment Pie. Mmmm, I sure do love me a slice of hot unemployment now and then. As a matter of fact, it's becoming apparent that dealing with stress is a major ingredient in Freelance Stew as well. You can find it in Nine to Five Flapjacks, Homeowner Hash, Marriage Meringue or really anywhere in the Daily Life Buffet.

So, my reaction is to take one of the most dry, boring, adult activities and give it the finger, by treating it like a kid. THE RESUME. I spent my blog time today re-writing my resume. Yeah, it's childish, but that's kind of the point. I was surprised how much I learned about myself by trying not to take anything seriously. I think a lot of people could benefit from this activity.

So, here's my new resume. The resume of a Dork. It's a Redorkume, if you will.

Enjoy.

Redorkume--The Resume of a Dork

Minor Tweaks

If you’ve been a regular follower of the Jake D Werm Unemployment Blog, you’ll notice a slight change starting today. I am no longer counting the days in the headline section of the postings. I’ve decided to forgo that descriptor for two reasons.

First, I had a premonition that it might start to get depressing if the numbers started get into the high double digits, or beyond. Hopefully it wouldn’t have gotten that far, but can you imagine a header titled: Unemployment Day Two Hundred and Sixty Seven – “Becoming Howard Hughes”? I don’t think even Martin Scorsese could make that one watchable. No thanks. For the sake of my sanity, I’ll just turn a blind eye to how many days it’s been. I figure ten days is a good round number to count to and I’ll stop now.

The second reason is a bit more cheerful. I’ve achieved the main goal I set for myself the day I was laid off. This coincided with the day that Christine left for her two-week road trip for work. I told myself that I would find some form of income by the time she returned from the sunshine of AZ and FL to the fresh snow of MN. I managed to do that late last week by booking my first freelance gig. And, though it’s not a huge project or a boatload of money, it’s a start. And hopefully it will lead to more work with that company once they see what I can do for them. So, technically I am no longer “unemployed.” I’m working, but merely dirt poor.

Maybe instead of counting that days since unemployment began, it would be better to count the days toward something.

- We’re one day away from Oscar night...and I'm just a-twitter with excitement (too bad you can't hear sarcasm in a blog)
- Easter is less than two months away
- We’re one month from the first day of spring
- 78 days until the fishing opener
- 134 days until the Fourth of July when I can watch my wife lose her mind over some really good fireworks (it's one of the great things to witness)
- Hey, if we’re one month away from the first day of spring, that means we’re one month away from the day I turn 34...err...
…wait, maybe this counting up thing isn’t such a good idea either. Like any concept, I’ll keep making these minor tweaks.

P.S. Keep checking the Portfolio Post as I'm continuing to add content as I get it available for web viewing. Also, I have a more robust portfolio in the works at www.coroflot.com/jakedwerm
Enjoy.

Portfolio - Condensed Version or "Greatest Hits" As the Kids Like to Say

Below you will find excerpts from my portfolio. For more information or samples, please contact me at: jakedwerm@hotmail.com or 612-963-WERM (9376). You can also post a comment here.

Video and Animation Samples

Ascension Catholic School Fund Raiser

This video is a pro bono project for Ascension Catholic School in North Minneapolis. The school has always struggled with funding. One of my acquaintances is a board member for the school (Friends of Ascension). We thought a fund raiser was needed to help the students supplement tuition, cover school expenses, etc. This video was the centerpiece of the fund-raising event. We raised over $50,000 on that debut night alone. It was a good day for the students at Ascension.

Writer/Creative Director/Co-Editor: Jake Wermerskirchen
Producer/Director/Co-Editor: Christine Hanson

Best Buy Community Relations--Teach Video

This video piece played in Best Buy stores nationally to encourage students to apply for the annual scholarship program offered locally. The stores saw a significant increase in applications due to the added presence of this video complementing the print advertising that I also played a key role in producing.

Writer/Creative Direction: Jake Wermerskirchen

Producer: Best Buy Yellow Tag Productions

Best Buy Holiday 2005 Animated Bumpers

I was instrumental in bringing the Best Buy holiday brand campaigns into Best Buy stores through multi-media formats. This is one example of a bumper that played between ads on the in-store HD TV Wall, or looped on laptop screens.

Writer/Creative Direction: Jake Wermerskirchen

Animation/Production: Splice Here, Minneapolis

Magnolia Home Theater Launch

When Best Buy purchased Magnolia Home Theater, I was selected to join the team in re-branding and launching the new entity into stores nationally. Below is a Flash piece that played on the HD TV Wall in stores to provide brand identity to customers.

Writer/Creative Direction: Jake Wermerskirchen

Production: Splice Here, Minneapolis

ADP Break Through Flash

After a number of sales calls struggling to break into this key client, I helped change our direction and approach to better highlight the fact that our company understands that ADP is more than just a payroll service. They are a full-service business solution. They appreciated the change and rewarded us with a presentation that turned into new business.
Follow this link to view:
http://www.biworldwide.com/digitalbi/post/relaunch.html?swf=ADP.swf

Writer/Creative Director: Jake Wermerskirchen

Animation/Production: ViLah Creative, Minneapolis

Print

Best Buy Brand Advertising

Below are samples of brand advertising campaigns that I played a key role in developing. Along with a team of designers, art directors and other copywriters, I concepted these campaigns and brought them to life. I helped to develop the campaigns through national advertising vehicles and in the Best Buy store environment.

Direct Mail

I have gained a lot of experience in developing direct mail campaigns. Below are two mailers that highlight fun copy in simple, effective design.

Spec Print

It's always a good idea to take a step away from the brands you're directly working on, and do some spec work. Below are two campaigns I developed for LEGO and Redwing Shoes. Neither of these campaigns ran, but I continue to work on spec pieces in order to remain "fresh."