The first assignment has been posted in the experiment that is Planning For Good. The brief is for the city of New Orleans; specifically for an organization called the Idea Village.
The challenge? While most of the coverage of New Orleans has focused on the problems and negatives, another story has quietly emerged: the city has become a magnet of sorts for adventurous young people with energy, a sense of purpose, and a realization that this is a once-in-a-lifetime experience to help re-invent a city. As Forbes Magazine has said:
"Now, instead of the brain drain, the city is nurturing a brain gain. New Orleans has become the testing ground for a new career and lifestyle ideal among today's 20-somethings."
The Idea Village is positioned at the heart of that. It's a not-for-profit that helps to fund and support innovative entrepreneurial ventures (about 250 so far) to not just rebuild New Orleans, but to turn it into a world-class model city.
The brief is to help the Idea Village build their brand, so they in turn can help build New Orleans. How should the Idea Village define and articulate who they are and what they do? How can they attract and motivate these smart young people moving to New Orleans?
See the Planning For Good page on Facebook for more detail on the brief and how to submit your ideas. Additional information and thoughts from the client will also be posted there as we get it. If you're Facebook averse, leave a comment here, at Influx , or at Brand New and someone will send you stuff.
Please take a look at the brief and give it some thought. If every one of the talented and generous people (that means you) in the marketing blogosphere spends a few hours on this, some amazing stuff will happen.
We have one month to collaborate and collect ideas to send back to the Idea Village. Contributions from anyone are very welcome (you certainly don't need to be a planner). And while we hope to get some big, fully developed ideas, any little thoughts or even questions are also encouraged - they might spark an idea in someone else.
Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are freely invited to post trends, commentary, obscure ephemera and insightful rants regarding the experience of branding.