The Gallery

Claire FossMarta Campbell

Zach Shapiro

Where We Are Now (SWOT)

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

Manifesto for Change

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

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

Where We Want To Be People

Employ only the best, this is an honor not a requirement

Encourage constant communication IM, twitter, e-mail, 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

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

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