The “13 Tweets and 13 Causes” process: job seekers apply via 13 tweets while 13 United Way agency partners vie by social-media vote to be selected as the Lucky 13 pro bono project
MINNEAPOLIS -- Advertising agency Campbell Mithun will hire its 2012 Lucky 13 interns based on a job application of 13 tweets, while 13 non-profit Greater Twin Cities United Way agency partners compete via social-media vote to become the pro bono summer project tackled by the interns. The 13-days of tweeting and voting will be documented in real time on the agency’s Lucky 13 website and will take place February 13 – 25, 2012. A website app will allow applicants to register and track their tweeting progress; data visualization will present the tweeting / voting in real time to the public and help applicants compare their activity to others.
“The 13-tweet application gives our Lucky 13 applicants creative license within a digital forum to introduce themselves as they wish,” said Debbie Fischer, director of human resources at Campbell Mithun. “We’re very excited to partner with the Greater Twin Cities United Way to provide our interns with a summer Case Study project that makes a real difference in our community.”
“Hiring interns using social media is innovation at its best and a win-win for United Way, our agency partners and Campbell Mithun. We are appreciative that Campbell Mithun is leveraging the breadth and depth of United Way agency relationships,” says United Way marketing vice president Kathy Hollenhorst. She continues, “The projects introduce the Lucky 13 program interns to the creative and nonprofit worlds while at the same time benefitting the winning nonprofit agency. We can’t think of any other entity that is using this unique approach with social media.”
The “13 Tweets” Twitter application process
Applicants have thirteen 140-character tweets to introduce themselves to Campbell Mithun. Phases include:
|1.||January 13, 2012: Registration opens on www.lucky13internship.com. Eligibility: Applicants MUST be a college student with a graduation date between fall 2011 and summer 2013.|
|2.||February 13-25, 2012: Candidates submit application in the form of 13 tweets. Each tweet must include both the primary #L13 hashtag and a secondary hashtag to indicate their discipline of interest:|
|3.||March / early April: finalists will be interviewed; internship offers will be made.|
The “Lucky 13 Causes” and social-media vote
Thirteen non-profit agencies, all funded by Greater Twin Cities United Way, will participate in the social-media vote. Visitors to the Lucky 13 website will be able to vote for a Lucky 13 Cause via a Facebook “Like” button. Voters will only be allowed one vote per cause (they could vote for more than one Lucky 13 Cause, but that will dilute the power of their vote).
Below is the list of participating non-profit agencies, and the specific marketing challenge they’d have Campbell Mithun and the Lucky 13 interns address if they were elected to be the 2012 Lucky 13 Case Study:
|1.||Arc’s Value Village Thrift Stores: Launch new Village Rewards customer-loyalty program|
|2.||Cornerstone Advocacy Service: Use social media to reach target audiences|
|3.||DARTS: Capitalize on e-philanthropy efforts and engage with volunteers|
|4.||Domestic Abuse Project: Build awareness and spark conversation about domestic abuse|
|5.||Emergency Foodshelf Network: Increase digital engagement and use of “text 2 give”|
|6.||Genesis II for Families: Implement rebranding effort and reach specific target audience|
|7.||Immigrant Law Center of MN: Refresh the brand and update communications materials|
|8.||Keystone Community Services: Launch public-awareness campaign via engagement strategies|
|9.||Lee Carlson Center for Mental Health and Well-Being: Bring social-media push to fundraising|
|10.||Minneapolis Public Schools: Spread the word about community support opportunities|
|11.||Pillsbury United Communities: Increase digital engagement with key audiences|
|12.||Twin Cities RISE!: Build awareness of how having meaningful work can change lives|
|13.||Volunteers of America: Communicate new mission/vision to Minnesota audiences|
About Campbell Mithun’s Lucky 13 Internship
Campbell Lucky 13 Internship is a 10-week paid summer internship for students who have just completed their junior or senior year of college.Each intern becomes a member of a specific agency department, yet the interns also share and learn from each other.
Some believe that 13 is an unlucky number. But as Ray Mithun, co-founder of Campbell Mithun, once said, “If thirteen is unlucky for some people, it must be lucky for someone else.” The Lucky 13 internship program seeks those individuals who can be someone else -- those who have the courage to go against the grain and to believe in original ideas and creative solutions. The interns do real work for real clients, alongside real professionals, earning a real chance to start their careers as full-time members of the advertising community.
About Greater Twin Cities United Way
Greater Twin Cities United Way addresses our community’s most critical issues by focusing on three key areas: Basic Needs, Education and Health. The organization attacks poverty on multiple, interconnected fronts to achieve lasting change – through 10 measurable goals – by collaborating with business, government and nonprofit organizations to create solutions and carry out our call to action to LIVE UNITED by encouraging everyone to Give. Advocate. Volunteer. United Way serves people living in or near poverty in nine counties: Anoka, Carver, Chisago, Dakota, Hennepin, Isanti, Ramsey, Scott and western Washington. Join the movement. LIVE UNITED. For more information visit www.unitedwaytwincities.org or call (612) 340-7400.
About Campbell Mithun
Since its formation in 1933, Campbell Mithun has a history of philanthropy inspired by founder Ray Mithun, who served on many boards, set up minority scholarships at the U of MN, endowed a Chair of Advertising there and is quoted as saying: “There is no lasting success, happiness or reward unless a man is truly useful – useful to his family, to his business and to his community.” The agency develops annual pro bono work for the Greater Twin Cities United Way, and CEO Steve Wehrenberg serves on its board of directors. For 78 years, Campbell Mithun has thrived, guided by Ray Mithun’s founding philosophy: make “Everything Talk” for client brands. www.cmithun.com