Acquisio, a Montreal-based advertising technology company specializing in the development of pay-per-click software tools, has introduced an initiative called Acquisio Cares, a volunteer program for its employees to donate otherwise costly marketing services to non-profit organizations.
Marketing tends to get a bad rap, with increasing public skepticism that every aspect of private life is slowly being transformed into various types of marketing opportunities, fueled by technological advances.
So it’s a little refreshing to hear of an initiative taken on behalf of a company working at the forefront of both technology and advertising.
It’s also a glaring need to be filled, with many non-profits simply not having the budget to set up credible marketing campaigns.
While the advent of social media has been wonderful for getting the word out and providing a platform for publicity, there is still the obstacle of putting together a credible campaign, which involves at minimum a decent copy writer, a designer, and these days a search engine marketing specialist.
Without the means to develop a marketing strategy, most non-profits’ campaigns lack coherence, without the professional means to develop a brand identity or a unique voice that can speak across platforms and media.
Under the program, Acquisio employees across all departments will be allowed to donate their time to developing non-profit campaigns.
Many non-profits also don’t realize that Google actually offers them a leg up in the form of $10,000 per month in AdWords advertising.
Again, though, simply having access to the megaphone doesn’t mean much if you haven’t developed a coherent message.
Helping a non-profit develop a marketing campaign, or donating the services of a search engine marketing specialist, can lift the otherwise ad hoc messaging of a non-profit and drastically increase its effectiveness.
Not to mention, it gives the Acquisio employees participating in the process some invaluable real-world experience, offering them the challenge of making a success out of marketing campaigns that otherwise would go unheard.
The Acquisio Cares initiative was one of the first acts implemented by recently appointed president Marc Poirier. “The amount of talent here is incredible,” said Poirier on his appointment. “To help everyone be more creative, reach their potential and have more flexibility in their role is my ultimate goal.”
Acquisio has recently expanded into London and Tokyo offices.