What do an architect, engineer, economic strategist, city attorney, nonprofit leader working with homeless teens, and a few marketing and lobbying professionals who have never met have in common? We are among the nine leaders in the Austin and surrounding area selected by the region’s civic-minded elite to the Frank McBee Jr. Fellowship in Civic Entrepreneurship Program for 2010.

The program is a newer component of the larger work of the Austin Area Research Organization (AARO), a nonprofit founded in 1980 by a group of Austin business leaders, including Frank McBee Jr. AARO’s vision is to be the keeper of a dynamic strategic vision for Central Texas, and facilitator of projects important to that strategic vision.

Today, AARO members are a behind-the-scenes group of 90 of Austin and Central Texas’ most influential, non-elected leaders – from business, government, academic, and social equity organizations – committed to giving of their time, talent, and spheres of influence to shape the strategic long-term focus of our burgeoning region. Organized into eight committees, the group works to facilitate the long-term economic and social well-being of Central Texas by researching and addressing strategic, public policy issues in priority areas:  Education, Energy, Health Care, Higher Education, Leadership, Social Equity, Transportation, and Water.

The McBee Fellowship develops young leaders in the region through a year of service in AARO. “In a region with extraordinary growth such as ours, collaborative civic leadership is crucial to ensuring the long-term economic and social well-being of our future,” said Martha Smiley, AARO President and Of Counsel, Winstead Attorneys. “Our rigorous McBee Fellowship in Civic Entrepreneurship Program offers exceptional promising leaders first-hand experience working with many of the most influential business and community leaders as they work strategically to shape our long-term future in complex, critical areas such as energy, water, and public education.”

Frank McBee Jr., who was called the “dean of Austin high tech,” helped found Tracor Inc. in 1955 and encouraged more than 20 former Tracor employees to start their own companies, fueling the development of this now exploding sector of Austin’s economy.

It is an inspiration and a pleasure to be among such promising young leaders working in Frank McBee’s honor. I look forward to a year of learning, mentorship, and inspiration as we work with our mentors and AARO members to ensure the economic and social vitality of our incredibly unique, beautiful and prosperous city and region for the next 50 years and beyond.

We are proud to announce the launch of the We Are One campaign, the first pro bono project for TREW Marketing since its founding in 2008. With this campaign, Central Texas nonprofits came together to increase involvement and drive stronger support for Central Texas organizations and their many missions. The We Are One initiative took a great deal of collaboration among twelve of Austin’s largest nonprofits, and they speak as one voice in addressing important needs across the region, especially as the economy continues to decline.

Through web, video and online social media outreach – including Facebook and Twitter as well as with a new We Are One webpage – the grassroots effort calls on all citizens to share how they are one with Central Texas.

In recent months, requests for services among many Central Texas organizations have increased while funding has dropped. Therefore, We Are One is more than just an awareness campaign. It is a call-to-action that is simple and straightforward, inviting all Central Texans to volunteer time or provide financial support. By working together as one, all who are in need can reach their full potential and succeed.

From a marketing perspective, as with any project, we began by defining the goals for the campaign. Since the main deliverables of the campaign were two videos and the objective was grassroots awareness, social media was an obvious marketing channel to use.

The main elements of the online and social media campaign were:

•    A primary campaign landing page at www.weareonecentraltexas.com where visitors can watch videos, learn more about the twelve organizations and how they are one together, and find ways to get involved

•    A Facebook fan page where visitors can join the cause and share stories, photos, and videos of how they are one with Central Texas.

•    A Twitter hashtag #wer1 where all can listen to and take part in the conversation

•   A social media release, where media, bloggers, and other interested parties can get the facts; all types of content, including video, photos, social media links, and the full press release; and contact information for media as well as for each nonprofit

Thanks to these twelve nonprofits, who led the We Are One campaign:

• American Cancer Society
• Austin Children’s Shelter
• Big Brothers Big Sisters
• Capital Area Food Bank
• Greenlights for NonProfit Success
• Lance Armstrong Foundation
• Leadership Austin
• LifeWorks
• SafePlace
• Seton Foundations
• Southwest Key Programs
• United Way Capital Area

Please join us at TREW Marketing in congratulating these leading nonprofit organizations for serving as such a wonderful example of the power of collaboration. We were thrilled to be part of it, and hope more people in Central Texas will be inspired to join in being one with their community so all can succeed.

To learn more about the We Are One launch, and how you can get involved, please visit We Are One.

We recently attended the 2009 Gala for the Children in support of the Children’s Medical Center Foundation of Central Texas.  Events such as these sometimes struggle to strike the delicate balance between communicating information and raising funds while providing opportunities for fun.  I am pleased to say this wonderfully-executed event struck the balance with excellence, raising over $700,000 for the children.

We began the evening by peeking at the live and silent auction items up for bid.  After imbibing in a few adult beverages and some wonderful appetizers, the program began.  We heard of many firsts and accomplishments of the Medical Center from the past year, including being named the only hospital in the world to be Leed Platinum certified, and watched an incredibly moving video of patient stories.  

We had the opportunity to dine with the nice folks from Austin Suburu who played a significant sponsorship role of the gala and were touched by their commitment to the Children’s Medical Center.

The gala also featured a killer band, casino, and crazy fun photo booth courtesy of Say Cheese.

TREW Marketing Co-Founders Wendy Covey and Rebecca Geier, plus spouse Randy Covey enjoy the Say Cheese photo booth during the gala

Congrats to the Foundation staff for putting together a memorable night for all, and for raising over $700,000 for the children.

TREW Marketing is proud to be working with Convio, a supplier of marketing, fundraising, and advocacy tools for cause organizations.  Convio selected TREW Marketing for their deep knowledge and experience in trade show marketing.

TREW marketing also recently participated in Convio’s New Year’s Resolution campaign, where a dozen or so bloggers and many Convio customers, shared their goals for 2009 such as technology adoption, research, and measurement.   The output is an interesting guide and set of blogs.  View our TREW resolutions in the Spotlight blog archive.

Big news today from TREW Marketing client, the Children’s Medical Center Foundation of Central Texas.  The Dell Children’s Medical Center has become the first hospital IN THE WORLD to receive the LEED (Leadership in Energy and Environmental Design) Platinum Designation.  

Its environmentally-sensitive design not only conserves water and electricity, but positively impacts the hospital’s clinical environment by improving air quality, making natural sunlight more readily available, and reducing a wide range of pollutants.

…and the place is not only green and good-lookin’, but it has amazing, thoughtful exhibits that engage the little patients it serves.  We highly recommend visiting and taking a tour to see the facility first-hand.

Click here for more about this news, and here for more about the LEED designation.

Congratulations to the Dell Children’s Medical Center, the Foundation, and to Central Texans for their support in making this possible through generous donations.  Today is a proud day for the Central Texas community.

Earlier in the year, we had the privilege of working with KIPP Austin Public Schools on the launch of their new high school, KIPP Austin Collegiate.  KIPP (Knowledge Is Power Program) is a network of free, public college prep schools in under served communities.  Every day, KIPP students across the nation are proving that demography does not define destiny.  The folks at KIPP Austin Public Schools are changing lives of many Austin students.   We were truly inspired.

See Principal Carrie Donovan’s interview on FOX

Hi there and welcome to Spotlight.  This is the place where the gang from TREW shares marketing trends (including crazy experiments), best practices (crazy experiments that actually work), and exciting news as it takes place with TREW and our clients.  Use Spotlight to learn, improve, converse, and uncover a little more about TREW along the way.