a&g summer project
TRANSCRIPT
Team DeLorean Intern ProposalKim DouglasNate GoldmanJillian MakosLauren TildenAngela TisoneKevin WangAndrew Wynschenk
AGENDA the a&g story partners why philanthropy? current owned media the competition problems & objectives the BIG idea strategy & executions goals & solutions concluding remarks
THE a&g STORY
collaboration
cultureinnovation
creativity
forward-thinking
rela
tion
sh
ipsDNA
insp
iratio
n
no limitsfearless
independent
giv
ing
b
ack
philanthropy
advertising
work
community what's next?
journey
cohesion
valuesmoralitydevelopment
Philosophy
OUR PARTNERS
COMMON VALUES
The next generation of youth
Creative & strategic thinking
Knowledge, expansion & innovation
Diversity & the power of community
WHY PHILANTHROPY?
http://www.coneinc.com/files/2010-Cone-Cause-Evolution-Study.pdf
CURRENT OWNED MEDIA
CURRENT OWNED MEDIA
Of the past 40 Facebook posts made by
a&g, only ONE involved philanthropy
Of the past 40 tweets
from a&g, Z E R O involved philanthropy
Since JANUARY 2011, 576 page views BUT….
that’s only 0.45%
Not to
mention…
It’s #18according to page
views.*Goo
gle
Ana
lytic
s
Number of Blog Posts Audience Intel-ligence
Brand Strategy
CRM
Digital
Philanthropy
Analytics
Media
THE COMPETITIONNo promoted efforts
Employee support via socialLittle philanthropy work visible
No promoted efforts $2M in 2010 in “sweat equity”
Largely social promotionAd Age coverage
No promoted effortsPromoted on website
No promoted effortsLittle showcased on website
Spotlight on diverse employeesThe Care Awards
No promoted effortsWritten annual report
‘Hours for Good’
WE SEE AN OPPORTUNITY.
ZERO-ING IN
THE BIG IDEA
youforward thinking about giving back.
EXECUTIONS
DIGITAL BREAKDOWN
SPOTLIGHT: THE HUB
INFOGRAPHIC
Photography
Body Text
Infographic
36%
61%
77%
What is the most impressive element to enter a page?
Title
Infographic
41%
87%
After seeing one of these elements, what percentage will read the in-formation text?
INFOGRAPHIC
VLOG
Dynamic Content
Employee blogs
Employee vlogs
Why?
Helps a&g by promoting the humanistic side of our agency’s brand
Helps employees by providing a space to showcase the causes they care about
VLOG
EXPLORE
Want to help?
EXPLORE BY ORGANIZATION
Semi-static content
Easy access for those who know which organization they want to work with or learn more about
RSS feeds
Partner highlights
About
Objectives
Link to site
EXPLORE BY PEOPLE
Curated space
Mix of media (blog posts, links, etc.)
Spotlights ongoing employee efforts
Encourages employee participation
Drives engagement through social media
Provides humanistic element
SOCIAL
Current strategy
“If we post it, they will see”
Partnering organizations’ news
a&g efforts
Employee content
Walking the fine line
50/50 INITIATIVE
Crowdfunding a project
Matching donations
Executions
Owned media
Crowdrise
Benefits
Support community service
Support a&g employees
Increased traffic to owned media
Publicity & press
50/50 INITIATIVE
ADDITIONAL PROMOTIONCapitalize on new partnership with Ad Age
GOALS
Continue to cultivate our relationship with Ad Age, Boston Business Journal, etc.
Provide more resources for employees’ philanthropic efforts
Increase visibility for a&g’s philanthropic efforts
SOLUTIONSEliminates confusion surrounding selection of charities to support
Incorporate philanthropy into the a&g brand
Encourages employee & company collaboration