Managing Partner
New York - NY United States
The big idea: In 25 words or less, please tell us how this Fast 50 Nominee is helping to address the planet's problems.
Reprise Media’s corporate social responsibility initiative helps deserving non-profits maximize the impact of marketing budgets donated to them by search engines
Please describe how this nominee is using business as a force of positive change. What technology, idea, or strategy is the nominee using -- and what problem, such as global warming, poverty, or pollution, does it address? (suggested length: 100 words)
The Google Grants program provides more than 4,000 deserving non-profit organizations around the world with free Google AdWords advertising. Since launching in 2003, the program has donated more than $273 million in free clicks to charity. These clicks represent an incredible way for charities to cost-effectively reach out to potential donors and volunteers who are already seeking them out online.
However, having access to free clicks is one thing – knowing how to best utilize them is another altogether. Search engine marketing is unlike any other form of advertising – it is bought and sold in an auction, and placement is linked to the different words and phrases people type into search boxes across the internet. Many charities find themselves unable to locate enough clicks to successfully max out their grant allotment, potentially leaving massive amounts of support on the table.
Reprise Media recognized an important opportunity to put its expertise to work on behalf of these charities. The company helps non-profits better leverage search marketing in their marketing efforts, providing consultation and strategy assistance, while also handling some difficult aspects of campaign production. Reprise Media is among the first search marketing agencies to publicly commit to Corporate Social Responsibility.
“Search and social media are at the center of the way people connect and communicate online,” said Josh Stylman, Managing Partner, Reprise Media. “While these channels provide significant opportunities for advertisers to reach consumers, they offer an even greater opportunity to rally people to worthy causes. We are inspired by the chance to use our expertise to help make a difference.”
What are the results, both financial and social? How has the nominee's business performed, and what impact has it had on the problem it addresses? (suggested length: 100 words)
Reprise Media launched its corporate social responsibility initiative in November of 2007, with the Center for Global Development (CGD), a nonprofit think tank whose mission is to bring attention to global poverty. Reprise Media launched a full paid search campaign for CGD’s site, cgdev.org, in July 2007. Since the campaign’s launch, Reprise Media has increased CGD’s average monthly search traffic by 1500% and more than doubled CGD’s click-through rate. In the month of October, Reprise Media’s campaign drove nearly 30% of the site’s overall traffic, helping to dramatically raise awareness of CGD’s mission and drive traffic to its network of charity partners.
