a&g summer project

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