DoSomething.org Summer Internship by Colleen
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Colleen Wormsley Marketing Intern Summer 2012
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WHAT I DID THIS SUMMER 1. Marketing Support for The Hunt Campaign 2. Marketing Support for Thumb Wars Campaign 3. Marketing Support for Give a Spit Campaign 4. Rachel Crow Event Planning 5. Created Marketing Pitches 6. Established a Relationship With A New, Big Marketing Partner 7. Researched Member Incentives 8. Created a Strategy to Reach More “Old People” 9. Contributed to the Facebook Category of the Do Something Award
Nominees 10. Ongoing projects
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MARKETING SUPPORT THE HUNT
• DailyBreak.com Challenge • Donated PSA space
• Oklahoma City CW affiliate (aired the PSA 32 times)
• Madison Wisconsin CW affiliate (aired the PSA 13 times)
• Elmira CW affiliate
Aired the PSA 42 times!
Acquired 626 new members!
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• THUMB WARS
• iDriveSafely.com • Blog post, Facebook,
Twitter, Tumblr, Pinterest
• DriversEd.Com • Facebook, Twitter
MARKETING SUPPORT 530,552 muvs!
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• GIVE A SPIT
• Wrote a proposal that awarded DoSomething.org 30+ free ad placements in college newspapers throughout the country for the “Give a Spit” campaign
MARKETING SUPPORT
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• Secured event locations • Acted as a liaison
between DoSomething.org, Rachel Crow’s team, and the point person at the venue
• Pitched local press • Created a wrap report
RACHEL CROW EVENTS
Isn’t she awesome?
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• Created a research doc and marketing suggestions for Fandango, GrubHub, National Honor Society, and Student Council
CREATED MARKETING PITCHES
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DAILYBREAK.COM NEW EVERGREEN MARKETING PARTNER
• Challenge for The Hunt • Over 10k people completed
the challenge • 4182 visited The Hunt page • 626 signed up, 15% conversion
rate • Great reviews for the game!
• Upcoming Generic DoSomething.org Challenge for member acquisiton
• Upcoming Vote Up or Shut Up Challenge
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INCENTIVES RESEARCH CREATED A DOC OF MEMBER INCENTIVE IDEAS. SOME INCLUDE:
• Exclusive Content (Ex: Sign up to see Harry Shum’s thumb dance) • Online Subscriptions (Netflix, Hulu+, Spotify Premium • App downloads • Customizable “Elf Yourself”-type experience • Free food coupons (Ben & Jerry’s, GrubHub, etc) • Gift card for free textbooks (Chegg, Barnes & Noble) • Bedroom/Dorm makeover • Free tickets to an amusement park • Report back photos in a cool place (ex: Times Square, Six Flags) • Star in a DoSomething.org PSA
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OLD PEOPLE RESEARCHED WAYS TO REACH MORE “OLD PEOPLE” WHILE STAYING ON BRAND:
• Pinterest • 49.5% of users are 25-44 • 50% of Pinterest users have kids • 68.2% are female
• Make “mom-friendly” boards • National Honor Society & Student Council Advisors
• Talking about featuring DoSomething.org in the Leadership for Student Activities magazine
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DO SOMETHING AWARDS • Researched and chose the celebrity nominees for the
Facebook Category • Reached out to fan sites of nominees to encourage
voting
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ONGOING PROJECTS • Created a list of marketing partner benefits • Created a list of creative marketing ideas • Created a list of virtual world sites and pitch them • Worked on the Culture Book • Helped create the job description for the Campus
Coordinator position and interviewed candidates • Marketing newsletter
• Researched current events in marketing and presented to the marketing team every week
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Cool Things I Got To Do As AN Intern
• Pitch an idea to the President of Weight Watchers • See the former VP of Marketing for Apple speak • Go to a Do Something Awards meeting at VH1 • Eat lunch at the Google office • Run the office & @DoSomething Twitter account for a
week • See Beyonce live!
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This is how I felt on my last day.