IM for a cause

Using students and college campuses as tools for effective advertising, Microsoft and Rep Nation, a top marketing agency, are teaming up to give a new edge to spreading a message.

Supporting important causes like breast cancer research can now be accomplished just by doing an everyday activity like sending an instant message (or IM) to a friend.

"We have partnered up with 10 of the world's most effective causes," said Brandon Evans, managing director and part owner of Rep Nation media. "The idea is that when you're sending an IM, not only are you communicating with your friends, but you can donate money to one of those causes."

By downloading a free program called Windows Live Messenger, followed by choosing a cause, students can have all they need to participate in "IM for a Cause," according to Evans.

The program works by using IMs using Windows Live Messenger that generate advertising revenue, of which Microsoft then donates a portion to a cause of their choice. There is no pre-set cap on how much money can be raised for an organization, therefore, the more instant messages that are sent, the more donations there are to a particular organization.

Just sending a friend an instant message can support causes ranging from global warming to AIDS - not only supporting causes with widespread support, but providing an easy, effective way for students to learn how to advertise to the college student demographic, according to Evans.

"For this program we have 35 different college campuses that represent the cause and two marketing representatives (primarily students) at each campus," Evans said. "We rely on the representatives to come up with their own ways of campaigning."

Rep Nation provides an opportunity to donate to an important cause, as well as provide a leadership opportunity where students can step up and learn how to market and advertise.

"We are given $1,000 budget to advertise and spread the word about the initiative," said Crysti Biltucci, a sophomore biomedical science and anthropology major, and campus representative for Rep Nation. "One person is sent tools to advertise and then works cooperatively with the second campus ambassador for promotions."

According to Biltucci, one of the two campus ambassadors promoting "IM for a Cause," UB is the only SUNY school participating in the IM initiative out of 35 colleges and universities across the country.

"I applied in August and went through a phone interview," Biltucci said.

According to Evans, Rep Nation looks for larger, more contained campuses to host student ambassadors. Evans believes that this way there is a larger campus outreach for effective advertising.

Sarah Weissman, a senior marketing major, believes advertising is what will make or break the success of any type of promotion.

"Advertising is really important. It is how new firms get off the ground, how people hear about unknown products or companies," Weissman said.

Effective marketing is a key component for attracting new and unfamiliar people for a cause. Since college students' lives seem to be more Internet-based now than in the past, Rep Nation does a good portion of their advertising online.

"I clicked on something for an online advertisement about being a student ambassador to support the National AIDS Fund," Biltucci said. "Since I'm big on supporting AIDS relief, I decided to see what it was about."

Originating from a once smaller marketing agency, Rep Nation has grown up to be a heavy hitter in the business-marketing department and has advertised for companies such as JetBlue, Microsoft and Avon.

Rep Nation's selling point lies in the competency and quality of their representatives. Marketing concentrated around personal interaction is particularly effective in an environment where there are large portions of students who converse in passing, as well as online.

"Our goals are to continue to find efficient ways where companies can reach consumers and make an impact," Evans said. "Traditional media has changed and we're looking for interaction on a peer-to-peer level where we can create scaled national campaigns.

For more information, visit www.IMforacause.com.