How First 5 California and Fraser Communications are closing the learning gap and making the world a better place.

It’s been a long time coming, but we’re finally closing the gap in educational inequality.  Recent articles in both the NYTIMES and the LATIMES announced that the data is very encouraging: “Children entering kindergarten today are more equally prepared than they were in the late 1990’s.”

The authors note that it’s not because the education level for high income families has fallen, but because a single idea has started to take hold: that the first years of a child’s life are vital in brain development.

Of course, you say?  Well, it hasn’t always been this way.

Less than a century ago, it was considered that intellectual stimulation of babies was harmful, and ideas, once planted, are hard to uproot. First 5 California and Fraser Communications have been at this uprooting for over eight years now, and our campaign- Talk. Read. Sing. It Changes Everything© is a pure expression of this effort.

Fraser has conducted over fifty focus groups on this subject with low income Hispanic and African American families.  Findings reveal just how difficult it was for these families and single parents to devote the time necessary to engage their children in the critical activities that would lead to strengthening their children’s brains, prepare them to enter pre-school, and prevent them from falling behind by the third grade. In realizing these difficulties, we knew we had to make the effort sound simple, and so we reduced it to the three pillars of parental activity: Talking with your child, reading with your child, and singing with your child. These activities are powerful in helping to increase vocabularies and just as importantly, self-confidence.

And it’s working.


As the LATIMES article notes, “…skills that kids have when they enter kindergarten can be very predictive of how they’ll progress through school.” We knew that if these kids aren’t prepared, kindergarten could not reverse what wasn’t done with these children in their first 3 years of life.

The stakes are huge. Kids who fall behind in school increase their chances of dropping out. They wind up getting into trouble, filling our jails and mean streets and costing society billions. Business leaders worry that an educated workforce will not be available to meet their future needs. The income gap will increase more than it already has. This is the result of neglect and antiquated ideas. The new and ongoing early brain research and the subsequent awareness of this learning is helping reverse the trend.

These are deep societal risks, dangerous ones, and the campaign and outreach First 5 California and Fraser Communications continues to do is chipping away at these risks and closing the educational gap between rich and poor. Our Talk. Read. Sing. © effort has lead to, “The pattern of parents increasing their support for learning…”

And now the work begins again.

Implementing new tools and tips, organizing community activities and outreach programs, creating uplifting and empowering communications, creating a movement, a mantra, changing behaviors, empowering parents, enriching our kids, and yes, making the world a better place.

Rarely do you have a chance to make a big, meaningful and timely societal impact in the “advertising” business. But with First 5 California, Fraser Communications is doing just that, and the feeling is wonderful.

Click on some of the commercials we’ve done for the effort below.

First 5 If We Don’t
From the Moment They’re Born


How working with women taught me what works

wonder-woman-1016324_960_720 A recent NY Times op-ed called Sisterhood is Not Enough,” sheds light on the reality that though many women have cracked the glass ceiling, it gets patched up pretty quickly.  A plethora of women’s groups proliferate to create a sisterhood of strength and support to deal with the possibility that on top of that glass ceiling, there might be yet another one, even thicker, reducing opportunities and pay equality in upper management roles. But many of these like-minded women’s groups might be falling short in creating true opportunity and income equality. Why? Because men aren’t in them, and it’s men that need the enlightenment.

As a guy, I can say this: Men are dogs, jerks, sissies, hormonally challenged, oh, what’s the right word for my wayward brothers? The fact is that men just don’t want to accept that women can do things in the business world better than they can.  In the investment world, they are both wiser and more patient, and often outperform men. Yet, they make up only 12.4 percent of executive officers. Wouldn’t their wiser, less testosterone driven approach to money be welcomed? After all, I’m pretty sure derivatives cobbled together from subprime loans and sold into retirement funds was not a woman’s idea. And don’t get me started on startups, where they hold only 9 percent of management positions and the Venture Capital Boys don’t venture out of the testosterone waters much.

women-investing-780x439The reality is that women might be the most qualified for top management roles due to their having dealt with men personally and professionally. They’re superb at risk assessment. They’ve had years handling angry, volatile, insulting, leering men who say sexist, misogynist, and job threatening things every week. These are some pretty desirable business skills.

As a guy who works in a senior position for a woman owned agency (Renee Fraser/Fraser Communications) and who is primarily surrounded by women co-workers, here’s what I’ve come to know: They made me better at my job (I hope they agree, and this isn’t the testosterone talking). Previously, at my other management jobs in male dominated agencies, I was a stroppy mutt, thinking it was my way or the highway, and that intimidation was the sincerest form of flattery. When surrounded by women co-workers, I had to change that monkey-knuckled approach or suffer castration by a thousand glares.  But it wasn’t easy. Essentially, guys can be the proverbial bull in the China shop when it comes to working with women.

Here’s what I know as a man, from studies, articles, anecdotes, and in focus grouping some of the women I work with:

  • Men are linear thinkers. Generally, they move in a straight line from point A to point B, with a “Let’s get it done now,” aggressiveness, regardless of consequences.
  • The women I interviewed said you always know where you stand with a man. I have to say they might have encountered Enlightened Men, as I have suffered being unexpectedly upended by my share of male sociopaths.
  • Women care about inclusion and collaboration.
  • Women care more about feelings.
  • Women evidence more empathy but are also more guarded.
  • Men compete in an obvious fashion, and usually do a dance in the end zone when they win.
  • Women care more about the ‘good of the group’
  • Women may be more passive aggressive, and expert in subtle manipulations. (“Game of Thrones” definitely gets this)
  • Women connect on a deeper level than men do.
  • Men like to take the credit for everything. (“Game of Thrones” gets this too)
  • Men, with all they have, all they hoard for themselves, are hilariously insecure. (Woody Allen gets this)
  • Male execs with daughters are better execs. And males.

Working for and with women has made me a much better manager. More inclusive. More encouraging. More nurturing. More collaborative.  I haven’t yelled at anybody at work in over 4 years.  But if the situation is going to change, women are going to have to enlighten men, and bring them into their club. Demanding inclusiveness to The Men’s Club is not enough. That Club has to be shut down. And it’s the men who have to grow a pair, shut it down themselves and say goodbye to their boyhood ways.  Women will love them for it. And businesses will be better run, more fairly managed, more socially responsible, and the economy wouldn’t periodically gag on male greed.  And maybe, just maybe, we wouldn’t rush off to so many damned wars.

With more women at the helm, we all might become better managers of the planet and our lives.

Michael Phelps

What can we learn from Olympic athletes that will make our business better?

Michael Phelps
Watching the US women’s Olympic gymnastics team win big this week (very big), I was mesmerized not just by their talent, which was jaw droppingly awesome, but their focus, their team work, and their camaraderie. They didn’t just win the gold; they won it by a point spread not seen in years. I was impressed by their intense focus, coupled with a confidence in the face of not just their own, but the world’s, expectations. In their eyes and body language it was clear to me that they knew they would never falter. “We’re going in as the best team in the world,” Olympian Aly Raisman said. “So we should carry ourselves that way.”

You really can’t help but be inspired by these perfect athletes and all they did to become that way. I start thinking that there are things we could all learn from them to make us stronger and help build our business as we compete for our own kind of gold. TheUPSStore.com lists 6 business lessons we can learn from the Olympians: take smart risks, set realistic goals, have the right mindset, never stay down, embrace competition, and keep your reputation in mind.

To this wise listicle, I’d like to add my 3 observations that I think are applicable to the advertising and marketing worlds, and probably to all businesses:

  • Intense internal focus.
    Olympic athletes have an intense focus. That focus is based on what they know they are capable of and the sense of purpose they have. It’s a primal focus, so deep they don’t notice the others around them. The gymnasts make a connection with the audience in a perfunctory way, and then go right into their routines and performances with pure determination. This is important.  In business, we need to be able to connect with our goals and engage our capabilities and talents to achieve those goals. Yet, unlike the Olympians, we have to make an empathetic connection with the audience. Making eye contact, reading body language, and making sure our clients/audiences understand our communication are our Olympian tasks.
  • Practice.
    Implicit in getting to the Olympics is a lifetime of intense self-critical practice. Inherent in each failure, each missed landing, each botched approach to the vault, is the opportunity to improve. When we go after new business and don’t win, we often think of it as a loss and let it go, when in reality it’s an opportunity to improve, a chance to get better at our game. When we have an opportunity to pitch we need to see it as not only a test of whether or not we win it, but also a test of our ability to reach farther. Practicing helps us win new business, but it also hones our skills for our existing business.
  • Teamwork.
    In this weeks 4X100 relay, Brazil had the lead after the first turn, then the lead shifted to France. But when the now legendary Michael Phelps jumped in the water, he carried the US team to victory with each stroke of his almost avian arms. This is the epitome of teamwork. When we operate as a team, it’s vital that each member of the team recognize when a team member is struggling, and jump in to help that member and the rest of the team succeed. Olympic athletes exhibit a tremendous respect and exhilaration for their teammates and appreciation of their competitors. Clearly, that is part of being a success. In our own businesses we have to cultivate teamwork and remind ourselves that none of us are as good alone as we are as a team. Practicing with the team, acknowledging each strength and weakness of the team members is an important part of our victories.

With the UPS listicle and my 3 here, the Olympians can teach us much. I would venture that there are probably hundreds of things we can learn from these perfect competitors. They have achieved a level of “personal best” that few of us will. But, like them, we can dream, then learn, then practice, then focus, then activate the team to help move our businesses across the finish line and win our own version of the gold medal.

And after all, isn’t that why we’re in this?


YouTube Influencers: 5 Things NOT to Do

Daily Bumps Family

YouTube influencers. There’s little doubt that this phrase has become one of the industry’s hottest buzzwords. You’ve heard of them, maybe you’ve spotted a billboard promoting a “YouTube Star” on the freeway, or perhaps you’ve tuned in (or even subscribe) to a few YouTube vlogs yourself. From cooking, sports, beauty, and everything in between, it’s safe to say that there is a YouTube channel for practically every category under the sun – and the people that power these channels serve as way more than your average TV show hosts. These folks are brands within themselves – real people whose raw authenticity serves as the not-so-secret sauce that continues to reel in millions of highly devoted eyeballs every moment of the day. And not surprisingly, many of these “stars” are breaking records in user engagement and views, likely by the time you finishing reading this post.

Over the past few years, Fraser Communications has collaborated with several major YouTube influencers, including Dulce Candy, The Eh Bees Family and The Daily Bumps, each bringing impressive results to our clients. From nearly half a million views on one video alone, to thousands of engaged comments and significant web traffic spikes, each influencer has delivered unique value that is unsurpassed by other mediums.

Whether you are part of the nearly 75% of marketers investing in influencer marketing or not, it pays to know a little bit about the enigmatic force behind YouTube’s best and brightest. After all, research shows that YouTube, which boasts more than 1 billion monthly users and is the internet’s second largest search engine, has the best ROI compared to any other social platform. It’s no surprise that brands want to work with YouTube influencers more than ever – and why it’s becoming one of today’s highest-ranked ways to reach and engage with customers.

Impressive numbers and promising outcomes tend to result in brands taking rapid moves to align with the “hottest” YouTube influencers. But in this fast-paced online ecosystem, it pays to stop for a moment and make sure you know exactly what you’re getting into. Let’s take a deeper dive into YouTube marketing territory – namely,with 5 things NOT to do:

1. Leave your strategy on the backburner.

You’ve invested in building your brand, so it’s absolutely critical to work with influencers that align best with your business. Choosing the right influencer that more seamlessly fits with your brand is far more important than choosing the “hottest” YouTube star of the moment. Create your strategy and seek influencers who make sense for your brand and identify with your consumers’ personas.

2. Ignore an influencer’s engagement rate.

Massive numbers in the form of subscribers and views are definitely worth something, but not considering an influencer’s engagement rate is a huge mistake. For example, an influencer may have 1 million subscribers but very low engagement, say 50-100 comments or likes per session. If you compare this influencer to one with a smaller subscriber base but higher engagement rate, the latter is likely yielding a more devoted fan base, potentially creating a stronger opportunity for marketers.

3. Choose an influencer based on their latest videos alone.

Working with a platform like YouTube gives brands a chance to evaluate influencers on many levels, one being their engagement – namely, comments and likes – before they even step foot into negotiations. Through careful review of an influencer’s audience feedback, brands get a real-time look at their followers and conversations to help determine if they could be a good fit. And don’t make the mistake of only looking at their top videos. Many influencers “pin” certain videos to the top of their pages, resulting in inflated views and comments. Take a deeper dive into older or more buried videos to get a 360-degree view of their content and how they connect with their audiences. It’s also wise to check out influencers’ interactions on other social media platforms.

4. Disregard an influencer’s unique personality and ideas.

Coming to the table with a strategy is important, but keeping balance with an influencer’s ideas and style is just as critical. Remember, an influencer’s biggest asset is its engaged audience, and they’re already experts in knowing what types of content makes them tick. Marketers who are flexible and open-minded with influencers can expect a more seamless, genuine integration – and, ultimately, stronger results.

5. Look at content one-dimensionally.

Aligning with a YouTube influencer has many perks, one of which is receiving great content with a long shelf life – one that could potentially exist forever. But content creation goes far beyond vlogs. When choosing influencers, make sure you look at their social media value beyond YouTube. Many also boast significant followings on other platforms, like Instagram, SnapChat and Facebook – and some curate their own blogs – all of which open up doors for increased content opportunities for your brand. When negotiating, it’s also important to consider obtaining rights to their content for repurposing on your own social channels and web properties.

Have you worked with a YouTube influencer? Thinking of aligning with one? Share your questions or insights with us. We’d love to hear your thoughts.

Women Empowerment

The New and Improved Way of Talking to Your Customer

A new movement in advertising has literally changed our feelings about ads. These really aren’t ads in the traditional sense, but filmed studies and demonstrations of the social, cultural, and psychological mindset of consumers regarding issues the brand had previously ignored but very much inform their customer’s emotional purchase decisions.

These communications don’t sell, not overtly, but are part of the holistic effort moneyed brands have courageously included in their marketing mix. Legacy brands like Dove, or Pantene can no longer revitalize their sales via NEW and IMPROVED. Creating newer products is costly and a crap shoot. These new communication efforts help us understand ourselves. They make the brand the customer’s trusted advisor, friend, and confident in real, authentic ways.Rosie the RiveterIT’S NOT ABOUT YOU

The prevailing definition of brand is not as a slogan or an ad, but an enduring relationship with the consumer. But when you judge that relationship on the bar chart of ROI, it’s clear that it’s mostly a one-way relationship: Sales.

The brands that engaged in these new communications read the world. They know that a positively self-aware customer is an empowered customer. And they positioned themselves at the center of that empowerment. They realized that their ROI could be influenced by their ROH-Return on Humanity. Smart? I say brilliant.

Instead of saying, “Buy this, you’ll feel better” they showed why you don’t you already feel good. They demonstrated that your lack of self-esteem in some areas might not be about you, but caused by the culture you live in. And they empower you to know how and what to change in that flawed consumerist culture.

These empowering ads connect on a deeper level and speak to a human truth.  They create “actionable empowerment” that instills a sense of confidence that takes you beyond your limitations. All this from a soap company, or a sneaker manufacturer.

Longer form communications from Dove, Pantene or like Nike’s “Throw Like a Girl” reveal our innermost vulnerabilities. By providing a mirror into our subconscious selves, they give us the information to deal with these vulnerabilities. This is pure MANNA from corporate heaven.

DOVE 1.0

But it takes guts. As a PhD in social psychology, a USC professor of marketing, agency owner and a strident feminist, I was taken aback at the reactions I got from my students when presenting the launch ads from the Dove Real Beauty Campaign of 2007.

This was the first campaign to celebrate the many shapes of women’s bodies: tall, average, plus size (a designation that should be relegated to the scrap heap of micro-aggressive words) over-weight, all races and hairstyles. They weren’t perfect beauties. They were our friends, our sisters, our co-workers, real people. It was an inclusive campaign, eye-catching in that it wasn’t pushing perfectly shaped or suspiciously anorexic models that are the cultural definition of beauty that 95% of the culture can’t live up to. Or should want to.


And guess what? They hated them. They didn’t want to look at real people. They didn’t want to see plus-size models proudly posing in their underwear. They didn’t want to see…themselves. But here is where Dove’s efforts and wisdom must be applauded: they knew this. And they did it anyway. They decided that it was more important to have this conversation than not. They knew the issues of self-esteem visited on little girls who will never look like a Victoria’s Secret model, with or without angel wings. They said, “Look, we’ve been selling soap for years. Let’s do something more important. Lets clean up the culture that makes girls anorexic, or overeaters, insecure, who never feel worthy. Let’s have that conversation and let’s be at the center of it.”

What my students were reacting to was the SHOCK OF THE NEW. But to change behavior, to change cultural paradigms, you have to be willing to shock, to move people past their comfort zone, to open up a fold in the brain that makes them amenable to new facts, observations, that creates a new awareness, and that gives them the tools of empowerment AND changes behavior.

So the next time you see a coupon for Dove, it doesn’t just represent cents off on a bar of soap, it reminds you that you are worthy. Nice.

The opportunity to create a better culture exists. Will corporate America pave the way, or continue to pander to the flaws? Do we have the courage of the Doves?

Dove Image Logo

Dr Oz

How Fraser got books into the hands of children across America.

Fraser connects First 5 California, Dr. Oz, Scholastic and UPS to launch Books Across America.

Fraser Communications knows the importance of a child’s first three years. Brain growth happens at lightning speed. The importance of parental interaction with their children is nothing short of a mandate for a healthy society. Inspired by the Talk. Read. Sing.® campaign developed with our client and partner First 5 California, Fraser wanted to find a way to get free books to lower income children across the country. This is the population that goes under served, and that falls behind in school and potentially gets in trouble later in life. Fraser and First 5 California were determined to get books to these children.

Dr. Oz to the rescue.

Sometimes, good things happen at just the right time. As Fraser was putting together the proposal for Books Across America, First 5 California Commission Chair George Halvorson was scheduled to appear on The Dr. Oz Show to be interviewed by four-time Emmy award winning Dr. Mehmet Oz. So now Fraser had a nationally known, interested authority to give the whole program the kind of exposure and legitimacy that turns ideas into movements. Dr. Oz was all hands and heart on deck, because, as George would tell him, this cause is THAT important.Books Accross America

And so today, May 25, The Dr. Oz Show will announce the book drive, “Books Across America,” and discuss the importance of early verbal interaction with children and its influence on healthy brain development and announce a generous donation of 1,000 books by Scholastic to kick off the drive.

Dr. Oz even made a book donation of his own. Click here to watch.

It’s a big country and UPS covers it all.

Fraser knew that a solution would need a distributor. Fraser contacted Noel Massie, U.S. Operations Manager, UPS and found an enthusiastic audience.

Massie said, “UPS is thrilled to play an integral role in this effort.” He assured that, “donating books couldn’t be easier – just bring them to any participating The UPS Store location.”

It seems UPS, like Fraser, is also a company interested in making the world a better place.

Getting books into deserving hands.Parent and Child Reading

Book collection in place? Check! Promotion ready to air? Check! Now Fraser needed a reliable source to receive and distribute the books to families with children in need. That’s where The National WIC Association came in. They helped us register over 750 Women, Infants and Children (WIC) clinics across 47 states to receive book donations and directly distribute to families participating in the Special Supplemental Nutrition Assistance Program.

Time to crack open the books and Talk. Read. Sing.®

Books Across America typifies the vision and energy Fraser puts into their efforts with First 5 California. Great partnerships were forged. And, a cooperative program was put into place that will benefit the children of the United States of America in years to come.


Clients need empathy too.


You might think that as a psychologist running an advertising agency, when I speak of empathy, I mean empathy for the target audience – the consumer of our advertising. In this instance, I am actually talking about empathy for our clients.

Recently, I had lunch with a former client who paid us one of the highest compliments. He said that as he reflects on his career, he’s identified the strongest account people he has ever worked with, and that one of our people – Ilene Prince, SVP & Director of Client Services – is at the top of that list. When I asked him why, he said, “Because she understood my job and my pressures.” In other words, and as usual, she was seriously empathetic.

That means paying attention to his deadlines, his budget, the pressures on him, the number of emails he receives, the fact that he was in meetings all day, et cetera, et cetera.

As good account people, we build in a cushion and develop an understanding of the character, psychology and stresses on our clients. This level of empathy means that we are able to serve them in better ways and get the best results possible as part of our partnership.

This is especially important today when the “empathy gap” has been cited as a growing epidemic in college graduates. According to Sarah Rothbard, Editor and Associate Publisher at Zócalo Public Square, “Researchers have found a forty percent decline in empathy in college students over the past thirty years, with the majority of the change taking place in the past ten years.”

With technology as the catalyst behind the aforementioned epidemic, it’s important to understand why empathy is so crucial. When you’re empathetic towards your clients by understanding the pressures they face and what they value, you’re able to build campaigns, schedules, and budgets that truly reflect their needs.

Everybody knows that great creative comes from great partnerships, and partnerships don’t develop from just a one-time collaboration when cultivating ideas or brainstorming strategies. Partnerships take years to build. That’s why we’ve had most of our clients for nearly a decade. For example, if you have a client who always needs to get their boss to approve work and they’re very difficult to pin down, then a good account manager will anticipate this and build in extra time to allow flexibility. In this scenario, if a last-minute change comes in, instead of panicking, you simply say to the client, “Let’s make this happen!”

In this day of constant changes, fast feedback and flat organizations, it’s even more important that we be seriously empathetic with our clients’ positions and their needs. Sometimes this means reading the signs, and instead of being told what to do watching the behavior of the client and acting accordingly. For example, if someone may take over a day to respond to an email or can’t find the email at all, rather than complain, we all accept this and are empathetic. We recognize the pressures our clients are under and we do what we can to make their job easier.

Account people really are the orchestra conductors and need to be in tune with all facets of the team, inside and outside the agency. And, just like a conductor, if the tempo is off it is hard to get everyone on the same page to ensure your absolute best performance.

Screen Shot 2016-05-03 at 9.52.44 AM

Courage reaches out. Compassion takes hold.

What do a Grammy-winning musician, a television host and comedian, and a Navajo transgender activist have in common? At some point in their lives, they were all challenged by events and realities that made it hard for them to cope. The Black Eyed Peas’ Apl.de.ap, comedian Suzanne Whang, and transgender activist Michelle Enfield joined with the LA County Department of Mental Health and Fraser Communications to tell their stories of trauma, anxiety, depression, substance abuse and the stigma associated with their struggles. The effort – called Profiles of Hope – seeks to build a bridge of empathy and to alert individuals and families to a network of support and care in LA County. Its mission is to reach out to those who suffer, and offer them a compassionate way to resiliency and recovery.

Fraser Communications is proud of our work with Profiles of Hope in creating compelling video content and other communication vehicles to help ease the pain of others.

View the videos of these brave individuals below for a brief glimpse into their stories. Full-length documentaries are featured on our custom site, ProfilesofHopeLA.com.

“I kept my diagnosis private. But then I was given 6 months to live. I had to learn to ask for help and love to receive It. “ – Suzanne Whang, TV Host, Actress and Comedian

“…If you put all your strength into getting through the dark tunnel, there will be a light at the end of It.” – Apl.de.ap, from the Black Eyed Peas

“We need the emotional strength to help us live and thrive in a world that is too often intolerant of others different from them.” – Michelle Enfield, Transgender Activist

“By sharing these videos, we hope more and more people come to realize it’s not only permissible, but also valuable, to talk about mental health wellness. We also hope that these stories, by humanizing such struggles and highlighting successes, will help to reduce the stigma associated with mental illness.” – Roderick Shaner, M.D., LACDMH Medical Director

Special Screening: Being Charlie

Our efforts for Profiles of Hope were shown at the special screening of Rob Reiner’s new film, Being Charlie, on May 2, 2016 in Beverly Hills. Dr. Drew made an appearance at the screening, and through Fraser’s special arrangements, interviewed Kathleen Piche (Public Affairs Director at LA County Department of Mental Health) live on his long-running radio program, Loveline.

Rick Springfield Concert

Fraser loves a great concert! Especially when we were able to arrange to show our videos before the concert and run 3 weeks of radio for Profiles of Hope leading up to the July 16, 2016 Rick Springfield concert at the Greek Theater. Rick is one of the profiles on the site, and we’re proud to support his talent and courage.

Image from https://pixabay.com/en/notepad-pencil-green-black-932864/

Four ways to turn your company green.

Being conscious of one’s carbon footprint and making smarter decisions isn’t just the right thing to do, it’s also the trendy thing to do. It carries with it the notion that everyone’s doing it and if you’re not already, you should be.

Not sure where to start? The first step to having a green office is wanting and caring enough to have one. So, if you’re reading this post, you’re well on your way. At Fraser Communications, we’ve implemented four simple practices around the office to get on Mother Nature’s good side and we hope you find them useful in your home or office.


With millions of pieces of paper being printed on a yearly basis, one easy way to be environmentally conscious is to program the printer to print double sided whenever possible. Of course, accidents happen, so be sure to recycle misprinted paper or shred them to use for package stuffing. One common reason for not recycling is that there aren’t enough bins available. Eliminate this excuse by keeping recycling bins next to all major garbage bins. This reminds and invites all employees to discard properly. And of course, only print when it’s necessary.


Paper isn’t the only thing that can be recycled. Light bulbs can be remitted to the local hardware store for proper processing and empty ink cartridges can be mailed back to the manufacturer for reuse. You should also consider swapping out standard bulbs with energy-efficient ones like we do, just in case an employee forgets to turn off the lights.


Abiding by the manufacturer’s recommended settings and shutting off the thermostat on weekends are simple steps your office can take to optimize energy efficiency and keep your utility bill moderate. You should also dress according to the weather. Instead of cranking up the heat, put on an extra layer of clothing. If it’s too hot, place a fan on your desk.


Set an example and encourage employees to use reusable thermoses and containers when packing their lunch. Keep the kitchen stocked with mugs, dishes and silverware that can be used time and time again to lessen the use of disposable wares. (It might be more costly at first, but the investment will easily pay off.) And, make an effort to run the dishwasher only when completely full to not only conserve energy, but also decrease water usage.

Most of these tips aren’t new or revolutionary, but they often become so repetitive that they are ignored altogether. One thing we know well here at Fraser Communications is that encouragement is a huge asset to any team’s competitive advantage. Start implementing a few changes here and there while encouraging employees and colleagues to do the same. Remember—something as simple as a light bulb change is a step toward a greener future for us all.

Image of Map with Pinpoints

How our mobile ads know where you are.

Have you ever checked your phone while waiting in line at the store? Or maybe you’re as guilty as I am of browsing social media while at dinner with friends?

If these scenarios resonate with you, then it might not be a surprise to know that more than 51% of digital media time is spent on a mobile device, now making it the greater source for media consumption than desktop computers. In fact, as of 2015, Americans spend almost 5 hours a day on a smartphone – that’s enough time to watch Titanic and still have an hour and a half to spare! Our mobile devices have become a part of us – whether we like it or not – and the technology behind mobile ad serving is constantly improving to take advantage of our reliance to smartphones.

At Fraser Communications, we are on top of new ways to reach people on their phones, including the ability to locate mobile users in or around any specific location at the exact time they are viewing an ad. It’s called Hyperlocal Targeting, a development that enables us to be extremely granular in specifying where ads are served. From hospitals to department stores and even the local taco shop, there is no place too large or too small.

How exactly is this done?

Without going too deep into technical jargon, here’s a Cliff Notes version:

  • The user’s location is collected through mobile apps with the GPS enabled.
  • The data is then filtered in order to find the user’s precise location (primarily using latitude and longitude coordinates).
  • Ads are then served to those who are in locations that are being targeted.

Similar to the way Facebook and Instagram already know where you are when you check-in, hyperlocal targeting can serve ads based on your exact location as well. The enhancements in the ability to find a user’s location is revolutionary, but it only works if you have a great strategic plan and strong messaging to put it to use.

Here at Fraser, we recently devised and completed a very successful campaign for the LA County Department of Public Health that promoted healthy eating for children ages 0-5 in LA County. In order to convey the message of tips for healthy eating out, we used hyperlocal targeting to deliver tips to those in close proximity to Quick Service Restaurants (QSRs). The ad was delivered to mobile users who were near QSRs, and upon click, a mobile landing page opened up featuring 6 different healthy eating tips.

Our Choose Health LA healthy eating campaign showed a CTR that is 50% above the benchmark for mobile ads! Our healthy eating tips reached people when and where they were making meal decisions – much like a helping hand offering timely resources to make healthier choices when eating out.

By keeping up-to-date with the most recent trends in mobile technology, at Fraser we continue to look at new and innovative strategies that take advantage of just how much we rely on our mobile devices.

Image of Hyperlocal Targeting ad used for CHLA Restaurants
Mobile Landing Page used for CHLA Restaurants Campaign