The Gallery Claire Foss Marta Campbell Zach Shapiro Claire Foss Marta Campbell Zach Shapiro

Where We Are Now (SWOT) Low funding from the department Low faculty and student involvement Additional funding through profit School recognition The Campaigns class has provided a foundation for improvement Not for profit Clients have less incentive to value student work Students have less motivation Clients are assigned and cannot be dismissed Budget Less of an agency environment and more of a classroom No application process Provides real world experience with a real client Young, innovative minds aware of up-and-coming trends Knowledgeable faculty advisors with diverse industry experience StrengthsWeaknesses Threats Opportunities

Where We Want To Be  Purpose: improve student industry experience and become a viable force in the advertising world  Keywords: innovation, relevance, culture, synergy, fresh, interaction, and creativity  Purpose: improve student industry experience and become a viable force in the advertising world  Keywords: innovation, relevance, culture, synergy, fresh, interaction, and creativity

Manifesto for Change  Encourage wild ideas  Go for quantity  Make it tangible  Be adaptive  Practice successful failure  Encourage wild ideas  Go for quantity  Make it tangible  Be adaptive  Practice successful failure

Where We Want To Be  Strategy: produce fresh and culturally relevant work  Good client/agency relationship  Agency synergy  Create an innovative environment  Strategy: produce fresh and culturally relevant work  Good client/agency relationship  Agency synergy  Create an innovative environment

Where We Want To Be  Culture  Ten Principles for Innovative Organization  Disruption - challenge the norm and tradition  Right people - be a coherent team  Motivation - a required quality to meet the goal  Brainstorm - essential to an innovative environment  Follow the idea - steer away from traditional hierarchy  Ethnographies - unbiased research is essential to a successful idea  Learn - understand and take part in culture  Fail - it forces you to solve problems creatively  Environment - important resource that fosters creativity  Enjoy - a workplace that is not enjoyable cannot foster innovation  Environment  Fun, clean, laid-back atmosphere  Promote creativity and innovation  Encourage brand interaction  Culture  Ten Principles for Innovative Organization  Disruption - challenge the norm and tradition  Right people - be a coherent team  Motivation - a required quality to meet the goal  Brainstorm - essential to an innovative environment  Follow the idea - steer away from traditional hierarchy  Ethnographies - unbiased research is essential to a successful idea  Learn - understand and take part in culture  Fail - it forces you to solve problems creatively  Environment - important resource that fosters creativity  Enjoy - a workplace that is not enjoyable cannot foster innovation  Environment  Fun, clean, laid-back atmosphere  Promote creativity and innovation  Encourage brand interaction

Where We Want To Be  People  Employ only the best, this is an honor not a requirement  Encourage constant communication  IM, twitter, , website, phone, wiki  Interaction  Utilize all campus and community resources (other relevant disciplines while drawing from local and national ad agencies)  Open communication between the agency and the client  People  Employ only the best, this is an honor not a requirement  Encourage constant communication  IM, twitter, , website, phone, wiki  Interaction  Utilize all campus and community resources (other relevant disciplines while drawing from local and national ad agencies)  Open communication between the agency and the client

Where We Want To Be  Metrics  Collective ownership with a diminished hierarchy  Base fee, plus a small margin of the media budget along with performance-based incentives  Rewards  Possible end of semester bonus for students  A three to six credit hour class replacing the Campaigns requirement with the potential for taking care of the internship requirement  Metrics  Collective ownership with a diminished hierarchy  Base fee, plus a small margin of the media budget along with performance-based incentives  Rewards  Possible end of semester bonus for students  A three to six credit hour class replacing the Campaigns requirement with the potential for taking care of the internship requirement

Where We Want To Be  Structure and Process  Application process  Resume and Cover Letter  Writing or work sample (ads, projects, etc.)  Interview with faculty and/or student in current position  Structure  Client Relations: provide flawless communication between the client and the agency  Insight Department: understand culture and interpret research enabling relevant ideas  Creative: produce fresh and innovative work, disrupting the traditional market  Media: strategically plans and purchases relevant mediums to effectively communicate the message  Structure and Process  Application process  Resume and Cover Letter  Writing or work sample (ads, projects, etc.)  Interview with faculty and/or student in current position  Structure  Client Relations: provide flawless communication between the client and the agency  Insight Department: understand culture and interpret research enabling relevant ideas  Creative: produce fresh and innovative work, disrupting the traditional market  Media: strategically plans and purchases relevant mediums to effectively communicate the message

Next Steps This plan is a step in a dynamic and evolving process. We hope to provide a unique opportunity for students to gain experience in an innovative way. We are in a remarkable and unusual position in that we are young and have a fresh perspective on a constantly changing industry. The Gallery will set the standard for future student run advertising programs and internship opportunities.

Resources  St. Luke’s  Innovation wiki  Ad school strategy plan  Innovations class discussions  Our own ingenuity  St. Luke’s  Innovation wiki  Ad school strategy plan  Innovations class discussions  Our own ingenuity