Best work all the time
The marketing and advertising industry is pretty unique. Marketing and advertising agencies can struggle with the varying dichotomies of the trade. This industry is objective given that clients are expecting a return on their marketing investment by seeing real gains in revenue, market share and brand recognition. It is also subjective on the creative side seeing that everyone has an opinion on what colors they like, what drives emotional connection or what clients respond to.
As a marketing agency in Denver, we not only get our fair share of commercial clients, but we are constantly asked to donate our marketing and advertising expertise to a variety of non profits. With so many worthy causes, we have the very difficult decision of choosing which charities to work with since we obviously cannot work with them all. When we do choose to work with a charity, it is imperative that we continue to provide our best work, just like we would with a paying client.
I have seen other advertising agencies donate their time to worthy causes. Yet, they don’t seem to provide their best work. The strategy, creative and design seem thrown together and hurried. I would assume the agency doesn’t have as much value in the project as they would a paying client. I can understand how that thought would come into their mind, but the thought of potential damage to their brand image should be even more prevalent.
I have said this before and I will say it again: everything you do affects your brand. From your logo to your letterhead to your employees’ uniforms people form opinions about your company. So why wouldn’t a marketing campaign or a print ad also affect how the public sees you? It does…tremendously.
In addition, the people on the board of the charity you work for develop thoughts on your work, your business and you! They are donating their time just like you are and have regular jobs. Businesses need to be aware that these people are potential paying customers outside of the charity. The work you are doing to support this charity is an example of what you can provide, so it better be your best.
President, Encite Marketing