{"id":615,"date":"2017-10-11T01:20:14","date_gmt":"2017-10-11T01:20:14","guid":{"rendered":"https:\/\/theadclub.org\/mid2017\/?p=615"},"modified":"2017-10-16T18:55:57","modified_gmt":"2017-10-16T18:55:57","slug":"pro-bonononprofit-activation-2","status":"publish","type":"post","link":"https:\/\/events.theadclub.org\/mid2017\/2017\/10\/11\/pro-bonononprofit-activation-2\/","title":{"rendered":"Pro Bono\/Nonprofit Activation"},"content":{"rendered":"<div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-12 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h4 style=\"text-align: center;\"><span style=\"color: #999999;\">The 2017 Maven Awards<\/span><\/h4>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h2 style=\"text-align: center;\"><span style=\"color: #000000;\">Pro Bono\/Nonprofit Activation<\/span><\/h2>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 25px; height: 25px;\"><\/div>\n<div class=\"hr-thin style-line\" style=\"width: 50%;\"><\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h3 style=\"text-align: center;\"><span style=\"color: #ff6600;\"><strong>InkHouse<\/strong> for Sister Marches<\/span><\/h3>\n<p style=\"text-align: center;\">Building a Movement<\/p>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t\t<\/div> \n\t<\/div> \n<\/div><div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-3 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_single_image wpb_content_element vc_align_left\">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t\t\t<a href=\"http:\/\/a-g.com\/\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2017\/10\/inkhouse.jpg\" class=\" vc_box_border_grey attachment-medium\" alt=\"\" srcset=\"https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2017\/10\/inkhouse.jpg 300w, https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2017\/10\/inkhouse-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n\n\t<div class=\"vc_col-sm-9 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_video_widget wpb_content_element\">\n\t\t<div class=\"wpb_wrapper\"><div class=\"wpb_video_wrapper\"><iframe loading=\"lazy\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/Cn5r9Kcw8Ws?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n\t\t<\/div> \n\t<\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"page\" title=\"Page 19\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>It all began this past New Year\u2019s Eve, at the home of Tina Cassidy, InkHouse Executive Vice President and Chief Content Officer. Donald Trump had been elected President of the United States and just 20 days remained until his inauguration. Boston-area activist and City Year Founder Alan Khazei inquired about some Women\u2019s March protest signs in the corner of a room in Tina\u2019s house, and asked<br \/>\nfor Tina and InkHouse\u2019s PR help: \u201cWe need PR,\u201d said Alan. \u201cWe are working with<br \/>\nthe Women\u2019s March on Washington to get marches to go viral not just around the country, but around the world. We\u2019re calling them Sister Marches. We need PR to make this happen.\u201d Tina and her InkHouse colleagues immediately jumped into volunteer PR services to spread the word of the March\u2014in particular, to heighten awareness of the global, allied Sister Marches that would occur simultaneously with the national Washington event.<\/p>\n<p>The primary goals of the program\u2014which needed to be met in a tight, three- week timeframe\u2014were clear:<\/p>\n<p>Drive significant awareness of Sister Marches as early as possible Encourage community organizers to create or attend local events Empower local organizers and activists with PR and social media tools and training to promote Sister Marches in their own communities<\/p>\n<p>Maintain a steady drumbeat of media coverage prior to, during and following the Sister Marches, to maximize awareness and, ultimately, motivate citizen involvement globally<\/p>\n<p>InkHouse created a comprehensive communications strategy for national and regional promotion of the Sister Marches, which included issuing three press releases and multiple media alerts introducing the concept of Sister Marches, and updating their global momentum. InkHouse also worked on a strategy for how to keep the momentum going after the March by building an organized movement from the bottom up, not the top down.<\/p>\n<p>InkHouse planned to utilize the online-collaboration application Slack to inform planning, react, and adapt in real-time. For press outreach, InkHouse put forth the best and most earnest spokespersons and highlighted the most unique marches &#8212; those occurring in \u201cred\u201d states, women turning out in sub zero temperatures in Alaska, skiing in Europe, walking through a cancer ward, or marching on tropical islands\u2014 while promoting the collective power of Marches occurring not just in all 50 states, but on 7 continents.<\/p>\n<p>InkHouse drafted tweets that were shared out on the Women\u2019s March Twitter handle to its nearly 500,000 followers. InkHouse reached out to social media influencers, got them to share the news and managed highly complex media opportunities across continents with outlets such as the BBC.<\/p>\n<p>The results far exceeded expectations. Early publicity engendered additional marches, which fostered additional publicity and further participation. By January<br \/>\n21, there was at least one march in every U.S. state, many U.S. territories, and on ALL seven continents (including Antarctica). According to TrendKite, a PR analytics tool InkHouse has invested in to measure its clients\u2019 PR results, articles about the Sister March stories reached more than 8 billion readers by January 21. That figure is greater than the Earth\u2019s population. The publicity garnered the desired results: mobilization of local activists and citizens to create and attend Sister Marches. The tally: 5 million people participated in a march on January 21, 2017, with the crowd at the Washington, D.C. March tripling the attendance of Trump\u2019s inauguration.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The 2017 Maven Awards Pro Bono\/Nonprofit Activation InkHouse for Sister Marches Building a Movement It all began this past New Year\u2019s Eve, at the home of Tina Cassidy, InkHouse Executive Vice President and Chief Content Officer. Donald Trump had been elected President of the United States and just 20 days remained until his inauguration. Boston-area&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-615","post","type-post","status-publish","format-standard","hentry","category-2017-winner"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"The Ad Club","author_link":"https:\/\/events.theadclub.org\/mid2017\/author\/theadclub\/"},"_links":{"self":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts\/615","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/comments?post=615"}],"version-history":[{"count":0,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts\/615\/revisions"}],"wp:attachment":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/media?parent=615"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/categories?post=615"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/tags?post=615"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}