{"id":1369,"date":"2025-11-04T21:09:51","date_gmt":"2025-11-04T21:09:51","guid":{"rendered":"https:\/\/calexis.com\/?p=1369"},"modified":"2026-03-14T21:37:59","modified_gmt":"2026-03-14T21:37:59","slug":"when-the-dodgers-won-the-day","status":"publish","type":"post","link":"https:\/\/calexis.com\/index.php\/2025\/11\/04\/when-the-dodgers-won-the-day\/","title":{"rendered":"When the Dodgers Won the Day"},"content":{"rendered":"\n

Back before social media, getting an overnight announcement was very challenging, especially if you wanted to limit who got it. Easy to do now with an email blast, a tweet or a social media post. Not so then.<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Steelcase, one of the world\u2019s leading manufacturers of office furniture, needed to rejuvenate its Canadian operation and was holding a national sales meeting in Toronto to introduce its new President to kick off the changes.\u00a0<\/p>\n\n\n\n

The new President wanted to create some immediate positive momentum from his appointment and to win over his new team.\u00a0Coincidentally, the national sales meeting coincided with their 40th Anniversary of business in Canada.<\/p>\n\n\n\n

Calexis was hired to came up with a communications solution.\u00a0We dodged<\/strong> the issue \u2013 and developed a four page newspaper dodger.<\/p>\n\n\n\n

What\u2019s a dodger? It is an over-wrap, a flyer, on a newspaper that looks like the newspaper itself \u2013 same masthead, same design elements, same fonts.\u00a0But it is only for limited distribution.\u00a0It is placed over the regular newspaper and to the casual glance, it looks like it is the newspaper.\u00a0<\/p>\n\n\n\n

The paper we chose to work with was the Globe & Mail, Canada\u2019s most business oriented newspaper.<\/p>\n\n\n\n

We created a special dodger for Steelcase that showed a Globe & Mail front page that had news stories just like the regular Globe & Mail \u2013 except all the stories were about Steelcase.\u00a0The headline was \u201cSteelcase Canada Celebrates Forty Years of Success.\u201d It made the meeting appear to be front page news!<\/p>\n\n\n\n

Inside, the four page dodger contained: a list of all Steelcase employees on page 2; a list of all Steelcase\u2019s dealers on page three;\u00a0and, Steelcase\u2019s Mission Statement on the back page.<\/p>\n\n\n\n

<\/a>The actual newspaper inside the dodger was the regular day\u2019s edition of the Globe & Mail. Importantly, there was also a full-page ad for Steelcase included inside that run of press national edition.<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Calexis was able to collect 100 copies or so of the day’s paper and the dodgers at about 5 AM from the Globe and Mail printing office. Then, like regular paper delivery boys, we had to hustle our papers up to our paper route.<\/p>\n\n\n\n

Our route was in a hotel in the northern suburbs of Toronto where the meeting was to be held and where most of the attendees were staying. We were able to get a list of the rooms Steelcase employees were staying in for our route.<\/p>\n\n\n\n

Copies of the paper, with the dodger over-wrap, were slipped under the door of each room. That provided each key employee with a morning, national paper that was all about the coming meeting!<\/p>\n\n\n\n

We could hardly believe how excited everyone was when they arrived downstairs for their meeting. They really knew it was a new day for a rejuvenated company. Everyone was talking about the newspaper.<\/p>\n\n\n\n

It goes to show you, that creative media solutions were available, even back in the day.\u00a0And sometimes the message is the medium.<\/p>\n\n\n\n

This winning dodger did not require an umpire’s call and it was not wedged into a fence. It just went under a hotel door.<\/p>\n","protected":false},"excerpt":{"rendered":"

Back before social media, getting an overnight announcement was very challenging, especially if you wanted to limit who got it. Easy to do now with an email blast, a tweet or a social media post. Not so then. Steelcase, one of the world\u2019s leading manufacturers of office furniture, needed to rejuvenate its Canadian operation and\u2026 Read More »<\/a><\/span><\/p>\n","protected":false},"author":2,"featured_media":1404,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,3,156,5],"tags":[314,316,315],"class_list":["post-1369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-life","category-marketing","category-media","tag-newspaper-dodger","tag-steelcase","tag-unique-media-solution"],"yoast_head":"\nWhen the Dodgers Won the Day - Calexis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/calexis.com\/index.php\/2025\/11\/04\/when-the-dodgers-won-the-day\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When the Dodgers Won the Day - Calexis\" \/>\n<meta property=\"og:description\" content=\"Back before social media, getting an overnight announcement was very challenging, especially if you wanted to limit who got it. 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