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Local Agency Looking to Help Nonprofit With Marketing Plan

For the second year in a row, Oster & Associates, a San Diego-based advertising agency specializing in brand development, is searching for a local nonprofit organization to help produce a premier advertising and marketing campaign for the organization.

This year, Oster & Associates worked with ElderHelp of San Diego, a nonprofit social service agency.

The recipient of Oster & Associates’ marketing makeover for 2004, ElderHelp received a revamping of its logo, placement and positioning within the community and a full-service advertising campaign, all free of charge.

ElderHelp, an agency dedicated to helping seniors live independently, was picked out of 37 applicants and is continuing to work in partnership with Oster & Associates.

“We decided this was one way to give back to the San Diego community,” said Darren Palmer, who works in the account services division for Oster & Associates.

Palmer said the ad agency has sent out more than 2,000 applications to local organizations in hopes of finding the 2005 recipient.

In order to be considered for the marketing makeover, candidates must be a nonprofit organization that serves San Diego County; the group must be committed to the project; and it must be able to provide and pay for all outside costs such as printing, production and media space, Palmer said.

With nine full-time employees, Oster & Associates hopes to decide on the nonprofit by Nov. 30 and begin work with the organization by the beginning of January.

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The Governor Speaks:

In an effort to reach out to the state’s diverse ethnic population, Gov. Arnold Schwarzenegger will be writing a monthly column exclusively targeting the new ethnic organizations statewide.

The column will be distributed by New California Media, a nonprofit statewide association of news outlets.

About 200 news publications will receive the column, said Julie Johnson, communications co-director for NCM.

Distributed under the title “Governor Schwarzenegger’s Personal Message,” the column will be translated into several languages, including Chinese, Vietnamese, Spanish and Korean.

Launched Oct. 18, the column can also be found in several San Diego publications.

Asia, The Journal of Culture and Commerce, a bimonthly newspaper covering the San Diego Asian Pacific Islander community, is one of the publications that will be featuring the governor’s column.

Established nearly three years ago, Asia provides news and information on the fashion, arts and entertainment and fitness industries.

The Asian community represents 12 percent of the population of San Diego, according to Leonard Novarro, co-publisher of the newspaper.

The column can also be found in two San Diego-based weekly newspapers, Enlace, owned by the Union-Tribune Publishing Co., and Hispanos Unidos, owned by AH/HU Associates, Inc.

Six other San Diego publications are also considering publishing Schwarzenegger’s column, according to NCM.

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New Firm:

Unlike traditional advertising agencies, Admanium, Inc., a newly formed advertising agency, employs no full-time employees and instead offers a network of freelance and contract professionals to its clients.

Founded by John Grimshaw, former vice president and media director of the Encinitas-based advertising agency NYCA, in mid September, Admanium provides services such as media planning and buying, strategic marketing planning, online marketing, advertising creation and production.

Grimshaw refers to his company as a type of marketing and advertising SWAT team, enabling companies to receive services without long-term contracts and monthly retainers.

“The company (Admanium) is for companies who might not be ready for a full service advertising agencies,” Grimshaw said.

The new office is in Encinitas.

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Post-Election Event:

The San Diego chapter of the American Marketing Association is hosting “Election Aftermath , Insights From the Gallup Poll,” from 11:30 a.m. to 1 p.m. on Nov. 3 at the San Diego Mission Valley Hilton, 901 Camino Del Rio S.

Speaking at the event will be Annette Templeton, managing consultant for the Gallup Organization, a Washington, D.C.-based company that tracks the public’s attitudes concerning virtually every political, social and economic issue of the day, including highly sensitive or controversial subjects.

Participants at the luncheon will discuss Gallup’s methods and how the company uses its expertise in polling to improve public knowledge.

The cost is $30 for AMA members, $40 for nonmembers and $20 for full-time students.

To reserve a space, visit www.sdama.org.

Please send all media/marketing news to Lisa Kovach at lkovach@sdbj.com or call her at (858) 277-6359, Ext. 3107.

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