welcome to engine co 1.Come on in, and let’s talk about how to create strong brands by working on a more human scale.

Humanity?

Don’t talk to me about humanity.

Tell me how you’re going to help me

move some merchandise.

We hear you.

Maybe, though, the key to moving

your merchandise is really understanding

the people who are most inclined to buy it.

Pull up a chair and let’s talk about

how humanity could make a

big difference for your business.

That’s one spiffy tie,

by the way.

Match the FACE to the FACT: (1.) Tried out for the 49er Nuggets Cheerleaders and was picked as an alternate. (2.) Restored an old Craftsman house in Oakland. (3.) Inducted into College Sports Hall of Fame. (4.) Completed 10 Ironman races. (5.) Vomited in the hotel room of the Nigerian Ambassador to Japan. (6.) Was the most requested Jungle Cruise skipper at Disneyland for 2 years running in the mid-‘90s. (7.) While hanging outside a shop in NY, Dave Chappelle said our 2-year-old daughter was cute. (This was during his “missing” period.) (8.) Attended the Easter Egg Roll on the lawn of the White House in 2010. (9.) I know how to make homemade olive oil. (10.) Moved to SF from a foreign country based on intuition. (11.) DJ’ed an internet radio show called Songs for the Lovesick (all ‘70s ballads, all the time). (12.) My name is “fires” spelled backwards. (13.) Classically trained vocalist (and can imitate almost any singing or speaking voice). (14.) Helped Kate Hudson buy lingerie. (15.) Rock climbed

Smith Rock in Bend, Oregon while blindfolded. (16.) Formed Jill’s Legacy after Jillian Costello to create awareness, educate and raise money for lung cancer research. (17.) I bungee jumped in Queenstown, New Zealand. Twice. (18.) President Ronald Reagan once visited my house in Indonesia to shop at my mom’s boutique store. (19.) Once sang backup for Josh Groban. (20.) Went cage diving to watch great white sharks. (21.) My fiancé and I hosted a cocktail party for friends and family and surprised them all by getting married during the event. (22.) Can spell most words backwards, out loud within a few seconds of hearing the word. (23.) I know how to juggle. (24.) Was onced trapped under 700 lbs. of bagged ice. (25.) Brewed dozens of batches of beer in my home brew lab. Of all the recipes and styles I’ve tried, my favorite was a mint-chocolate stout. (26.) Great grandfather was the Secret Service agent assigned to protect President Woodrow Wilson at the signing of the Treaty of Versailles.

With the season threatened by lockout, see how we helped 49ers fans connect with the franchise they’re crazy about. (Yes, we said crazy.)

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Befitting their grit and dedication, 49er fans have come to be known

over the years as “The Faithful.” Leading up to the 2011 season, that

faith was put to the test like never before: the Niners had missed

the playoffs for nine consecutive years, and a lockout was looming.

In other words, it was an excellent time to show some love to the

fans. So we launched a social media campaign asking people, “what

does Faithful mean to you?” We then took those fans with the best

answers and immortalized them on season tickets and in print,

TV and out-of-home ads. We even created a microsite to serve

as the hub for all Faithful brethren, allowing them to create and

share their own Faithful Fan Cards. Mercifully, the football gods

smiled upon the 49ers and 2011 shaped up to be their best season

in many years. Faith is a powerful thing.

fan recruitment print and facebook ads: A social media contest to identify the most zealous fans.

microsite/fan cards: Where fans could create and share cards from the era of their choice.

out-of-home: Blanketed the Bay Area with The Faithful.

season tickets: Instead of featuring star players, we featured star fans.

playoff tickets: Celebrating the Harbaugh era.

print ads: To promote ticket sales in local newspapers.

television commercials: Edited from longer-form documentaries that appeared online.

promotional scarf: Essential gameday attire for every Faithful.

site takeover: Inviting fans to interact with the “Forever Faithful” site.

expandable banners: To promote ticket sales online.

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How do you get people to care about which internet browser they use? They’re all

pretty much the same, right? Well, maybe to the casual observer. But when we dug

a little deeper as part of a brand strategy assignment for Mozilla Firefox, we found

some interesting things. First, in interviews with staff, management and the developer

community, we found a zealous commitment to protecting an open internet. (Mozilla is a

non-profit foundation.) Next, our research showed that the vast majority of Firefox’s 450

million users didn’t know about the non-profit mission, and further, that once people

heard about it, they were far more likely to choose Firefox. And thus, a campaign was

born. First, we armed the internal audience with tools (a brand book, microsite and

compelling language) to spread the story and encourage downloads. Now we’re reaching

outward with out-of-home and online campaigns. Stay tuned for what’s next.

brand book: Our strategic assignment resulted in a book that set forth the brand’s position, look and voice.

tactical campaign: To encourage downloads of a new Firefox browser, this site let users watch, support and name actual firefox cubs.

caltrain station takeover: How better to reach the tech community than as they commute to and from Silicon Valley every day?

station takeover: Banners.

station takeover: Pillars and more pillars.

station takeover: We even owned the clock.

firefox swag: T-shirts are cool, but we even transformed our billboard sheets into shoulder bags.

manifesto video: First we wrote the manifesto, then we made it into a film that lives on the Firefox website.

wallscape: Spreading the good word.

out-of-home: Firefox’s point of difference in a few short words.

caltrain pennants: Yet another element of our station domination.

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keeping it real: Ralph Rubio discovered the fish taco while surfing in Baja. Our goal was to convey that authenticity.

rubio’s a-go-go: We named Rubio’s catering service and designed all the packaging.

television commercials: Our “Elements of Beach Mex” spots focused on the ingredients that made Rubio’s uniquely Rubio’s.

sampling: We suggested that fish taco trucks surf the streets and distribute Beach Mex to the uninitiated.

out-of-home: Celebrating “The official food of guys who just hang out for a living.”

promotions: We designed Rubio’s cruiser bikes, then suggested Rubio’s sponsor a beach-cruiser derby across San Diego.

store design: Rubio’s even redesigned their stores to fit our Beach Mex brand strategy.

store design: Graphic for the wall that pretty much says it all.

app: Our “Have a Nice Taco” app was a nice way to send a friend a thoughtful and tasty greeting.

brand book: Our “El Libro Grande de Rubio’s” introduced the Beach Mex positioning to Rubio’s and served as a brand bible.

new store opening banner: Introducing customers to the Beach Mex ethos.

bus shelters: Spreading the Beach Mex gospel.

When Rubio’s hired us, they were struggling to differentiate themselves in a

sea of “fresh Mexican grills” flooding the category. Drawing on Ralph Rubio’s

roots (a beach bum who discovered the fish taco on a road trip to Baja), and the

insight that regular customers liken a trip to Rubio’s to a “mini-vacation,” we set

about rebranding Rubio’s and its cuisine as “Beach Mex.” Suddenly, Rubio’s had

a platform that spoke directly to its essence, carved out some new mental real

estate for the brand, and created a whole new category that Rubio’s could own

instantly and completely. In each of the first two years of our integrated Beach

Mex campaign, same-store sales increased 9%. Within three years, Rubio’s had

grown from 140 to 200 stores. And in Fast Casual.com’s list of Top 100 Movers &

Shakers, Rubio’s was ranked #5 for having positioned itself so smartly for growth.

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direct mail/social media: A piece sent out to CHW employees and healthcare thought leaders encouraging them to contribute ideas on improving healthcare via a blog we’d created on CHW’s site.

advocacy campaign #1: Supporting healthcare reform as California legislators debated the issue.

advocacy campaign #2: A more far-reaching effort designed to keep healthcare reform—and CHW—top of mind.

rebranding: We changed CHW’s name to Dignity Health, then explained that it perfectly represented what the organization stood for.

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Starting in 2007, we worked with Catholic Healthcare West on a series of ad campaigns

directed at policymakers expressing CHW’s support for universal healthcare, a cause

very much in line with their deep Catholic roots, which dated all the way back to

1854. However, in 2011, the changing healthcare landscape, combined with the Roman

Catholic Church’s increasingly stringent doctrine, led Catholic Healthcare West to make

the difficult decision that it needed to change its name. In hiring us over the prestigious

branding firms for the sensitive task of renaming and repositioning the organization

as more inclusive, modern and forward-thinking, CHW cited the simplicity, clarity

and humanity of the past work we’d created for them, pointing out that we not only

understood their business better than anyone, but their heart and soul.

JUST WHAT THE

C A T H O L I C H E A L T H C A R E W E S T D I G N I T Y H E A L T H

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M O N T E R E Y B A Y A Q U A R I U M

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Our long-standing relationship with the Monterey

Bay Aquarium constantly provides us with

opportunities to tell a wonderful story. Every

year, we’re tasked with promoting a new exhibit,

while maintaining an overall brand personality

that reflects the Aquarium’s mission to inspire

ocean conservation. With every campaign, we try

to create a sense of awe and wonder; this forces

us to always be innovative, especially in our

approach to media. Below, you’ll see some of our

favorite examples, spanning several years of work.

The results have been pretty spectacular, too.

Pretty amazing what can happen when you break

the walls between media and creative.

out-of-home: Extension of the “Share the Love” campaign.

television commercials: A trip to the Monterey Bay Aquarium is truly magical.

bart station installation: Transformed a dreary underground space into an awe-inspiring experience.

online: Herbie Hippocampus became quite the online celebrity in his quest for a mate.

"virtual dive adventure" mobile truck: A video game that toured the San Francisco Bay Area and could be played on any smartphone.

out-of-home: Seahorses searching for love.

print and out-of-home: For the “New Ocean’s Edge Exhibit,” an underwater experience that’s surprisingly close.

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11websites developed

2 Emmy awards

72,000+ bricks

87 radio spots produced

61 clients

172 major industry awards

750 vendors

1 broom hockey tournament

49 TV spots produced

10 Ironman triathlons completed

365 acts of compassion per year

56 media plans delivered

8 countries where we’ve executed media campaigns

2.5 million online brand conversations analyzed

36 fire axes

148,809 staff hours

1 pancake breakfast per month

187 1:1 interviews completed

0 bad debts

7 first-ever, never-before-done media executions

HOW MUCH AGENCY

CAN WE FIT INTO A

5 -STORY F IREHOUSE?

It’s a question we seek to answer every day, as we develop

more and more capabilities. We like being versatile and

responsive; we think great ideas seldom come from big

lumbering organizations with a bunch of departmental

silos. From a client’s perspective, it’s nice to have a single

resource that can solve a broad range of problems with

minimum fuss.

So, on any given day in the firehouse, a brand platform is

being researched, a visual identity is being designed,

a microsite is being developed, a radio spot is being

recorded, a TV commercial is being written, a media

plan is being optimized…you get the picture. We pack a

lot of capability into a relatively small space. To create

the kinds of campaigns to which we aspire, we have to

be good at a lot of things. That makes it a little difficult

to hang a label on us. Brand agency? Digital agency?

Ad agency? Depends on the day.

For the stories behind these artifacts, visit www.enginecompanyone.com/artifacts.

By gosh, Engine Company 1, you’ve sold me. This humanity thing

could make a real difference for my company. I just wish you had

a catchy way to sum it all up… you know, maybe some kind of

motivational poster for advertisers who want to do better?

Great idea, Bob.

Tell you what, send a quick email with your address to

goldenrule@enginecompanyone.com and we’ll ship you

one of these high-quality letterpress beauties. Just the

thing for the marketing professional on the rise.

451 Pacific Avenue

San Francisco, Ca 94133

ph 415-989-2500

fx 415-732-9535