Archive for the ‘Experimental Marketing’ Category

My Boundless Safari (Part 2)

Wednesday, January 25th, 2012

In Part 1 of her blog, Alyssa told you about winning the MSLGROUP Americas internal Beyond Boundaries Sabbatical Award to travel to Tanzania for her non-profit organization, Achieve in Africa. This competitive experiential award is designed to help employees live company values.

After a week in Olasiti village, our group traveled to Ulolela village in southeastern Tanzania. The trip took two days – a full day (15-hour) bus ride (on the African version of a Greyhound), followed by an equal-length car ride the next day. But it was worth it when we were met with a celebration of traditional African singing and dancing, which followed us for the last mile of our trip.

Our route through Tanzania.

In Ulolela, we stayed with host families for five days and oversaw the final construction on our Community Learning Center. We held a village meeting to celebrate the opening of our Center, the only building in the village with electricity—I even flipped on the lights for the first time after they installed the solar panels! Classes in the CLC will begin soon, and will have curricula on self-empowerment, business fundamentals, and HIV/AIDS awareness, which we had translated into Swahili.

Ulolela village was the most remote location I’d ever been to – the closest city (i.e. had some electricity and plumbing) was an hour away. But the simplicity was beautiful. The village was in a valley surrounded by hills with patches of farming land. We went on hikes to neighboring villages and the highest peaks, and saw waterfalls, Lake Malawi, and a walking stick (!!). We played soccer with young villagers, who beat us without breaking a sweat, on the most picturesque field on Earth.

Playing soccer in one of the world's most beautiful settings.

After saying goodbye to my host mother, who gave me a decorative, handmade axe that I somehow got back into the states, we had another two-day journey to Dar Es Salaam. Unfortunately, the closest I came to an actual safari was passing through a wildlife reservation, but I still saw monkeys, a far-off giraffe, and a zebra crossing the road.

A young girl from Uloela.

But, in Swahili, “safari” actually means “journey.” So, from founding the organization with my fiancé, to managing our three projects, to our trip this summer, it’s been quite the safari. And thankfully, it’s just the beginning.

Alyssa Snow is an Account Executive at MSL Washington DC in the Public Affairs practice. Snow is a member of the Robert Wood Johnson Foundation team, and supports RWJF’s Aligning Forces for Quality initiative, the Dartmouth Atlas Project, and the RWJF Pioneer Portfolio. She started as an intern in May 2009 and was hired as an Assistant Account Executive in January 2010. In July, she received the “Beyond Boundaries” Sabbatical Award, which gave her paid leave to lead a service trip to Tanzania with her non-profit organization, Achieve in Africa.

My Boundless Safari

Wednesday, January 11th, 2012

Three and a half years ago, I was another college student at Boston University trying to map out a career path, but unsure where I wanted to go. I love to write and my first dream job was to be an author, rather than, say, an astronaut. This led me from journalism to public relations. Why write the news when I can make the news? But more than that, I wanted to use my skills to help others.

This inspired me to join my fiancee, Brendan Callahan, to co-found Achieve in Africa (AIA), a 501(c)3 organization that is devoted to improving education in rural villages of Africa.

This past July, I got the opportunity to see what I’ve been working on for the first time when another organization expressed interest in sending a group of students to our project sites in Tanzania. Around this time, MSLGROUP Americas announced its Beyond Boundaries Experiential Awards designed to recognize and reward employees with learning and professional development opportunities that enhance their MSLGROUP Americas experience and deliver on agency values. One of the awards was a paid sabbatical to work on a cause program. I quickly jumped on the opportunity to win the sabbatical to pursue my volunteer work. When I received an email saying I won, I burst into tears of gratitude.

Along with Brendan and a group of volunteers, I was able to see our three projects: a classroom building in Olasiti Primary School outside of Arusha in northern Tanzania, a Community Learning Center in Ulolela village outside of Mbinga in southern Tanzania, and the site of Olasiti’s first secondary school (grades 7 and above), currently under construction.

The children of Olasiti.

While in Olasiti village, our group renovated seven classrooms by reinforcing the base of the walls with cement to avoid flooding, digging trenches to route rainwater away, and painting the outside of the classrooms. We also repaired a damaged classroom that was unusable by replacing the concrete floor, fixing cracked walls, and repainting the classroom inside and out. It sounds easy, but did I mention we mixed the cement by hand? And we painted with rollers stuck on the end of tree branches? It was a true lesson in what it means to be resourceful.

Mixing cement by hand in Olasiti.

Olasiti village is unshakable — a community into which we were welcomed wholeheartedly. Olasiti Primary School’s headmistress taught me how to count in Swahili, how to carry a bucket of water on my head, and she gave me traditional handmade African cloth head wraps. I taught my “three African daughters” (who I wish I could’ve brought home with me) animal noises and ring-around-the-rosie, even though they were all under the age of five and didn’t understand any English. But aren’t they cute?

Alyssa Snow is an Account Executive in the public affairs practice at MSL Washington. She’s a member of the Robert Wood Johnson Foundation team, and supports RWJF’s Aligning Forces for Quality initiative, the Dartmouth Atlas Project, and the RWJF Pioneer Portfolio. She started as an intern in May 2009 and was hired as an Assistant Account Executive in January 2010. In July, she received the “Beyond Boundaries” Sabbatical Award, which gave her paid leave to lead a service trip to Tanzania.

Thoughts about FT’s Article: The Perils of a Tarnished Brand

Monday, June 28th, 2010

Much has been written about the precipitous falls of global brands – from Starbucks losing its way to Google’s bungled foray into social networking and BP’s handling of the worst environmental crisis in history. In a June 24 Financial Times article, The perils of a tarnished brand,” authors Morgen Witzel and Ravi Mattu correctly point out: “It is what the company does, not what it says, that reinforces the brand in the minds of customers… Companies that recognize this accordingly spend more time listening to customers than talking to them.” In other words – brands that remain true to a core set of values shared by their customers flourish. Brands that do not, fail.

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Using Twitter to Enhance Experiential Campaigns

Friday, April 9th, 2010

If you haven’t already embraced digital to enhance and extend your brand’s offline experiential and promotional marketing campaigns, you may feel as if the world is passing you by. However, it’s never too late to get started, and begin harnessing the added firepower that digital activation can deliver for your events happening in the real world, in real time.

While there are a myriad of digital channels for you to consider, we believe Twitter is the single-most effective and dynamic social media engine for promoting events and generating consumer dialog around experiential marketing campaigns. One of our favorite examples of using Twitter for a consumer experiential program is the Taco Bell Truck, which shares info on where it will be traveling to give out free tacos, fun trivia and news about all things tacos.

Here are some basic steps on how you can use Twitter to take your experiential marketing campaigns to the next level:

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