C o l l e g e o f C o m m u n i c a t i o n a . lab d
Who We Are Ad. Lab is the largest student-run agency in the country. Our ideas are fresh, our leadership is strong, and our alumni are taking the world of advertising by storm.
H i s t o r y Ad. Lab: born 1974 q Two clients q Four students q One broken typewriter q One BIG idea
H i s t o r y In 1974 Professor Walter Lubars had been asked to do some freelance ads for the Ileitis & Colitis Foundation. At the same time, four students had expressed their hunger for more ad courses. Prof. Lubars put project and students together in a directed study. One student became the AE and another the media and production specialist. The third became the copywriter and the fourth was the art director. Ad. Lab was born.
H i s t o r y q 1974 -2001, thousands of Ad. Labbers serve hundreds of not-for-profit clients q 1978, Ad. Lab gains prominence, winning 1 st in PSAs among all New England agencies q Fall 2002, Ad. Lab’s first experience with for-profit clients q Today, Ad. Lab has 30+ clients and 150+ junior, senior and grad student staffers
H i s t o r y q Clients pay $100 start-up fee to help offset agency overhead q In return they get full-service from a talented, motivated, dedicated account team q Research/planning, management, media, creative, and production supervision
C u r r e n t C l i e n t s
C u r r e n t C l i e n t s q Allen and Gerretsen/Celtics q Armenian Youth Foundation q HUGS q Barfrog. com q Improve Asylum q Belmont World Film q Jo. Jo’s Dream Cart q Bronx Writing Academy q Mariner Insurance Group q Boston Globe q Mophap q BU q NEAVS R&R Project q BUFF q News Ultra Lounge q Bustonian q Our House West q CCNSC q Scion q Collaborative Law q T&R Club q Community Art Center q Tonic q Ellis Andiron Project q Upper Cape Family Network q Fed Up Bars q Waltham English School q Fidelity Investments q Woodward School q Healthrock q Young at Arts
S t r u c t u r e Advisors E-board President VP, Account Sup AEs AD Sup ADs (above line) VP, Creative Copy Sup Copywriters VP, New Biz Planning Sup Planners Interactive Sup Interactives Production Sup Production Managers Ad. Labbers
N e w B u s i n e s s q Client referrals q Personal contacts and alumni networking q Cold contact initiation New business development in Ad. Lab focuses on finding, acquiring, building and maximizing client relationships. The Ad. Lab new business initiative is led by a dedicated New Biz VP.
P r o c e s s We meet with the client We roll up our sleeves q Do the research/planning, develop strategy q Write briefs, plan media & manage accounts q Tackle the creative and production Just like agencies not affiliated with academia, Ad. Lab has thorough approval processes to ensure the best strategy-driven results. Students experience all the realities of the real world— internal and external challenges, frustrations and successes. Plus rejection, revisions and deadline pressure.
G r a d i n g Supervisors evaluate performance, recommend grade based on: q Manual test q Attendance q Office hour attendance q Team participation q Final execution Other factors Attitude & enthusiasm Cooperation Work quality Commitment to client q Two team appraisals (group assessment) Supervisors’ written evaluations are carefully considered before the Executive Board and professors confer over final grades.
C a p a b i l i t i e s Over the years we’ve built a strong portfolio covering: q Print q Radio q Television q Interactive/Web (email, page design, online display ads, SEO/SEM, social networking, et al) q Non-traditional We also offer tailored, in-depth research studies that provide insight into our client’s target audience and brand perception. Campaigns/projects are delivered during the 14 -week semester.
S a m p l e s Guerilla Marketing: Post-its Client: Barfrog. com
S a m p l e s Billboard at Kenmore Square above Bertucci’s: Two blocks from Fenway Park
S a m p l e s BUFF: www. bostonundergroundfilmfestival. com
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S a m p l e s Ellis Andiron Project: Full Branding Print Ad Business Card Packaging/Label Logo
S a m p l e s Hearts on Fire: Print Campaign
S a m p l e s A&G: Arsenal Center for the Arts Tri-fold brochure outside inside
C l i e n t C o m m e n t s Fidelity Investments/Catherine De. Mello “The folks I worked with were not only professional but talented. They came to meetings prepared with new and fresh ideas. We are currently using the new signage and agenda template designed by Ad. Lab. Thank you!” George Spowart/ Allen & Gerritsen Ad. Lab’s idea for a campaign for a ski resort “. . . hiring someone to walk around Boston in a snowman costume — was different. . . ” from anything previously developed. NEAVS/Karen Smith “One of the best finds for our non-profit [NEAVS] this year was discovering Ad. Lab. The commitment [of the students and advisors] to our work and needs was exceptional; their creativity and fresh ideas exactly what we were looking for. ” Barfrog/Steven Menn “Bar. Frog has worked with Ad. Lab for 5 semesters. The students have shown great talent and motivation, and the quality of work has been very high. Ad. Lab has contributed to the success of Bar. Frog over the last two years. ”
Q + A The Town/Gown Question: Conflicts/competition with local agencies? Solution– The industry enjoys the benefits of student-run agencies: q Ad. Lab collaborates with the industry: e. g. Allen & Gerretsen, Attick etc. q Healthy competition q Experienced future contributors/employees/contacts
T h a n k y o u
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