Case Paper's Simon Schaffer Makes the 'Case' for Paper
Industry Insights | Teddy Durgin | November 06, 2019
As chief marketing officer (CMO) and Vice President of Business Development at Case Paper, Simon Schaffer's primary responsibilities include being accountable for the Harrison, N.Y.-based company's strategic planning and long-term vision. But, the nine-year company veteran sees his day-in-and day-out services to the business in a relatively abstract light. In his view, his main task is "telling our story of who we are and why we do what we do in an authentic way that creates opportunities for differentiation and growth."
Case Paper needs a storyteller like Schaffer, because Case isn't just any other paper firm. Today, Case Paper bills itself as a premier merchant and converter of paper and board. Case Paper stocks and distributes a wide array of products in both custom and standard sizes and has grown over the years to seven nationwide branches, including Chicago, Dallas, Los Angeles, Miami, and Philadelphia.
"Being authentic about who we are and communicating that both internally and externally has made a real difference," said Schaffer. "It helps that we have a long history of using humor in our advertising and marketing, so capturing that voice is a lot of fun for me and for us all. It goes back to a monthly direct mail piece called 'The Printer's Home Companion,' which ran for almost 11 years in the 1950s and '60s. It was filled with fake ads, memes before they existed, and was written by a then-famous comedian Jackie Kannon. Other than being printed on our brands of paper, it really had nothing to do with paper and everything to do with entertaining our customers."
Humor, creativity, and even a bit of bravado, are what's needed in an industry that has been trying to find its place in the digital era of the 21st century.
Paper is seen as being old school. So, innovation is vitally important to the health and potential growth of the industry. We have an amazing sustainability story to tell, but that story isn't reaching most people. Innovation can certainly shine a light on the industry, though, and provide an opportunity to highlight sustainability."
Schaffer says it also helps to have an organization like the National Paper Trade Association (NPTA) in one's corner to help navigate challenges and opportunities. "The NPTA has provided an opportunity to work and act for the betterment of our entire community," he stated, having recently been named an Emerging Leader by the association. "The work we do here can have an impact outside our industry and help bring in new people and opportunities. Having a community of people at the NPTA that are motivated to work together to help our industry is truly inspiring."
When asked what he considers to be the favorite part of his job as CMO, Schaffer was quick to respond. "I love puzzles!" he said. "Putting the pieces together to create an upgraded version of a 75-year-old paper company is an amazing challenge. Working together with our employees to make that happen is my favorite part, especially since they inspire and motivate me every day -- not to mention make it fun. I have been fortunate enough to learn the paper business from amazing people and help create new business opportunities for Case Paper over the past 10 years."
"Incidentally," he added, "my favorite part of the job is also the hardest challenge: the people. Managing the energy of our people is hard, but it's also very rewarding. First, I've worked on how I give and receive feedback. Making sure the feedback is direct, open, and honest. Second, I truly believe in empowering my team to make decisions and allowing them to make mistakes so they can learn and grow. A favorite motto of mine is 'It's not what you do, it's why you do it!'"
Schaffer also recognizes the importance of selling the paper industry to the next generation of top talent now rising and the generation that will be coming in after them. Again, this is a challenge Schaffer sees more as an opportunity. In this case, though, an opportunity for positive and necessary change.
"It's a loaded question," Schaffer concluded, "[and] I should be careful how I answer this, but that wouldn't be me! I would say that the paper industry is filled with a lot of great people and companies who really care, who also need to be disrupted. If you are new to the industry, don't be afraid to challenge the status quo, and don't ignore the elephants in the room. You have the opportunity when you are new to challenge the norms. So, do it! We will all benefit from it."