BizVoice September/October 2014 - page 8

8
BizVoice/Indiana Chamber – September/October 2014
LABOV Employees Give
Back to Help Others
Many companies claim community outreach as a commitment,
but LABOV Marketing Communications and Training has truly
“gone above” in its most recent Go Beyond Give Beyond
campaign. The Fort Wayne-based business devoted 12 hours to
local non-profit Kate’s Kart (which provides new, free books
to hospitalized children) earlier this year, utilizing employees’
skills and talents to help the organization.
It all started in 2012 in an effort to enliven the company’s
traditional holiday card. “We wanted to do more than just give
a paper card in the mail to our clients,” recalls Tamzen Meyer,
senior writer at LABOV.
The company had decided to donate $1,000 to a non-
profit organization, chosen by a public vote and advertised on
the holiday card. “Not only did a public vote make the event
more social, but it also gave these non-profit organizations
visibility even if they didn’t win,” Meyer explains. “Thousands
of people were voting on the web site, and the holiday card
goes to clients all around the country.”
But LABOV wanted to go further. The following year, the
company introduced 12 Hours of LABOV. The day consisted
of a brand assessment and strategy sessions. LABOV employees
collaborated with the Kate’s Kart team to design an updated
logo and company web site.
Although the program was created to give back to a local
non-profit in need, it ended up being a rewarding experience
for LABOV employees as well. “We all felt like we had given
so much that day,” Meyer shares. “And it was an opportunity to
work cross-functionally and work with some people in
different departments that we don’t always get to work with.”
LABOV has not made official plans to conduct a similar
program this year, but Meyer offers that it likely will. “There
are a lot of organizations in need, and our hope is that we will
inspire other agencies in the area to host similar programs.”
QUICK HITS
Study: Three’s the Lucky
Number in Advertising
Ever watched a commercial or read an ad and counted how many times a
positive claim was made about the product? Probably not, but a study done by
Georgetown University suggests that an audience is affected by the number of
benefits asserted in advertising.
Three is the magic number, according to the research. Although people
did not show much skepticism during the first three claims, they became wary
once a fourth was presented.
“The study doesn’t surprise me,” comments Christina Egts, senior strategic
planner at Boyden & Youngblutt, a marketing agency in Fort Wayne. “Too
many claims can feel overwhelming, like you’re not showing both sides of the
coin. People will think you’re not being real and that it’s too good to be true.”
She adds that research conducted by Boyden & Youngblutt has yielded
similar results, contending, “People aren’t going to remember more than
three claims, so you want to give them the top three and show them how it
will personally affect their life. Give them a story built around the top benefits
instead of a laundry list.”
By Alyssa DelPrete
RESOURCE:
Christina Egts, Boyden & Youngblutt, at
RESOURCE:
Tamzen Meyer, LABOV Marketing Communications
and Training, at
RESOURCE:
The Sloan Center on Aging & Work at Boston College
Workers Looking to Stay … and Thrive
Workers who remain in their jobs past the “traditional” retirement age are
not to be underrated. A number of factors have contributed to this new trend,
with many seniors continuing to work simply because they love what they do.
The Indiana Chamber Foundation published a December 2009 report
titled
Aging Implications: A Wake-up Call
.
BizVoice
followed with a five-part
series in 2011 examining the topic from a variety of perspectives. Access both
at
.
According to Gallup’s annual Economy and Personal Finance survey, the
average retirement age in the U.S. has increased from 57 in 1993 to 59 in
2003 and now to 61. And more than half of those between the ages of 58 and
64 who are still in the workforce plan to remain past the age of 65.
Reasons for the change include reduced retirement savings due to the
economic downturn, laws banning mandatory retirement, the increase in age
for Social Security eligibility and, maybe most predominantly, substantial
improvements in health and vitality.
An expert at the Boston College Center for Retirement Research writes,
“By the age of 75, nine out of 10 people have retired, but the minority who
do continue working aren’t just survivors – they’re thrivers.” Recent
examples include a 99-year-old nutrition scientist who directs lab research at
the University of Illinois and a 95-year-old neuropsychologist who is active at
the Montreal Neurological Institute and Hospital.
LABOV employees participate in the
360° Brand Assessment process as
part of the 12 Hours of LABOV.
OFC,IFC,1,2,3,4,5,6,7 9,10,11,12,13,14,15,16,17,18,...OBC
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