The application process for Goodstock 2010 is now closed. Please check back in late September to learn more about the non-profits that will participate.

LGA employees worked around the clock – brainstorming, writing copy, designing creative materials, developing strategic plans – and did not rest until all the work was done. In the end, the agency presented more than 25 pieces of work to the nine agencies, including new names, logos, taglines, a Web site, press materials, key messages, fundraising event ideas and social media strategies.


“Staying up 25 hours was a challenge both mentally and physically, but it was worth every minute once we saw how excited and appreciative the nonprofits were to see all the work,” says Steve Luquire, LGA’s founder and CEO. “I’m so proud of our team for their overwhelming commitment to Goodstock and to producing great work for the nine agencies.”

Each agency received most, if not all, of their top three choices for the advertising, public relations and marketing projects they needed most to accomplish their goals.

“Simple words cannot convey our level of satisfaction from the Goodstock experience,” said Tovi Martin, communications director for Jacob’s Ladder, which is one of the nine nonprofits that participated in Goodstock. “Several of the tools will be put to work immediately. Several more will become goals in the coming months.”

LGA will showcase all of the Goodstock work during its 25th anniversary celebration in mid-November. After a successful first year, the agency plans to make the program an annual event. Knupp & Watson, a strategic communications agency in Madison, Wis., created the original Goodstock five years ago.  This year, the two companies hosted simultaneous Goodstock events, completing work for a total of 23 organizations, with hopes to make Goodstock a national movement involving agencies around the country.

“Goodstock was the perfect way for LGA to thank this community for 25 great years and to honor these wonderful nonprofits,” said Judi Wax, LGA senior vice president / director of public relations. “I’m confident that the materials we created will help each of them market their services to the people who need them most and reach out to donors and volunteers who can help them achieve their goals.”

Below is a brief description of the work LGA created for each of the nine nonprofit agencies.

Carolina Raptor Center

Developed key messages and an elevator speech; provided strategic recommendations for paid advertising; created viral marketing and social media ideas

Charlotte Community Health Clinic
Created a new Web site; developed a media relations plan and media list; recommended fundraising ideas

Charlotte Speech and Hearing
Developed key messages; created a new tagline; designed a new company brochure

Council on Aging
Created a new logo for the organization’s existing name; recommended new names; developed key messages; created a Facebook page; presented fundraising event ideas; developed media list and templates for public relations efforts

International House
Developed key messages and an elevator speech; designed a company brochure

Jacob’s Ladder
Developed key messages; recommended new fundraising event ideas; developed a media list and media outreach strategy; designed a new email template

LifeSpan
Created a new logo for organization’s current name; conceived a new name, logo, tagline and letterhead; developed key messages

Operation Homefront
Created a direct mail campaign; developed a PowerPoint presentation to attract donors; recommended fundraising ideas

Summit House
Created a new logo and tagline; designed a new brochure; developed additional headlines and key messages

To learn more about Goodstock or to join the movement, go to www.goodstock24.org or www.lgaadv.com.

I was up at 6:30 a.m. on Thursday, Goodstock began at 11 a.m., it was over by 1 p.m. Friday, and my head hit the pillow with a thud after 36 hours without sleep.

It was worth it for so many reasons.

First and foremost, it was inspiring to meet the Goodstockers from the nine nonprofits we offered to help, and to hear what they needed to accomplish with diminished resources, but great drive and spirit.

It was amazing to see what everyone at LGA could create and produce in 25 hours – brochures, taglines, logos, new names, iPhone apps, PR strategies, key messages, donor presentations, direct mail, and the list goes on.

It was fun to work side by side with my Goodstock team, and to brainstorm at midnight into the wee hours with others in search of a bigger, better idea.

It was humbling to present the work to these stellar organizations and to experience their joy, gratitude and excitement – all for something we do every day.

And finally, it was one of the highlights of my 25-year career that I hope to repeat and repeat again.

In short – helping those who help others feels good.  If you work for an agency and want to feel good, too, go to www.goodstock24.com.

You’ll be glad you did.

Goodstock was so Andy – community-minded, heartfelt and fun – with the end goal, the common good. I fell in love with Goodstock then and have been trying to figure out how to be a part of it ever since.
When we were trying to determine how to celebrate LGA’s 25th anniversary and say thanks to the community that has been so good to us, Goodstock immediately came to mind and LGA embraced the idea full force.

Community service has been part of LGA’s culture and character ever since the firm was founded, and the way we see it, Goodstock continues the tradition.

Beginning at noon tomorrow, nine LGA teams will meet representatives from the nine organizations from Mecklenburg County we selected – and the work and fun will begin.

We will have 24 hours to complete one, two or three projects for each group – everything from new logos and identities to PR plans to brochures, direct mail and social media strategies. I can’t wait to be in the room at noon on Friday when we showcase all of the great work for great causes we’ve created in our Goodstock marketing marathon.

Right now, we all just have to get a good night’s sleep and be ready to go, go, go on Thursday. Let the fun begin.

We hope you will visit the Web sites below to learn more about these organizations.

Carolina Raptor Center
Dedicated to environmental stewardship and the conservation of birds of prey through education research, and the rehabilitation of injured and orphaned raptors.
www.carolinaraptorcenter.org

Charlotte Community Health Clinic
Provides acute medical care to uninsured, low income, 19 and older Mecklenburg County individuals.
www.mycchc.com

Charlotte-Mecklenburg Council on Aging
Mission is to transform Charlotte-Mecklenburg into a senior-friendly community through education and advocacy so all aging adults are able to enjoy the best quality of life and the best physical and mental health.
www.charmeckcoa.org

Charlotte Speech and Hearing Center
Mission is to provide a full range of effective, family-centered speech, language and hearing services to everyone in need.
www.charlottespeechhearing.com

International House
Mission is to promote international understanding by serving as a center for diversity, advocating for people of diverse national backgrounds and facilitating professional and cultural programs.
www.ihclt.org

Jacob’s Ladder
Provides job readiness and job retention training to help the unemployed and underemployed find and keep living wage jobs.
www.jacobsladdercharlotte.org

Lifespan
Works with children and adults with developmental disabilities in the areas of education, employment and enrichment activities to transform their lives.
www.lifespanservices.org

Operation Home Front of North Carolina
Provides emergency financial assistance and morale to our troops, to the families they leave behind, and to wounded warriors when they return home.
www.operationhomefront.net

Summit House
Provides mothers convicted of non-violent crimes a residential alternative-to-prison program to create a new life for themselves and their minor children.
www.summithouse.org

“Since we founded LGA 25 years ago, we have worked with and supported many nonprofits throughout Mecklenburg County,” said Steve Luquire, founder and CEO of LGA. “This year especially, we know that budgets are tighter and resources are more limited – which makes it even more difficult for nonprofits to market themselves.  We want to help.”

LGA will select six Mecklenburg County nonprofits from the RFPs submitted and produce the marketing pieces they need most, such as a print ad, brochure, feature article, press kit, radio script, logo and identity package, social media strategy, Facebook page, and more – all overnight and all for free.

“In the end, we expect to be exhausted, exhilarated and to have given back just a fraction of what all of these nonprofits have given our community over the past 25 years,” said Peggy Brookhouse, LGA president. “Our entire staff is excited to offer their services to benefit these special nonprofits so they can market their community service to those in need.”

The original Goodstock was co-founded five years ago in Madison, Wis., by Andy Wallman, president and executive creative director of Knupp and Watson, an agency of similar size and services to LGA. Wallman is a former colleague of Judi Wax, LGA senior vice president / director of public relations, who approached him this year about hosting Goodstock events simultaneously in Charlotte and Madison.

“Our hope is that next year, more agencies will want to get onboard, and before long, Goodstock will be happening all over the country so we can spread the love and say thanks to all of them for their good work,” said Wax, who will oversee this year’s event.  “That’s our dream.”

During Goodstock, recipients will have access to LGA’s advertising, public relations and marketing experts, and their proposals will be evaluated on the following:

• • The services they provide in Mecklenburg County
• • Their need for and inability to fund marketing, advertising and PR initiatives because of budget cuts, reductions in donations or a measurable increase in demand for their organization’s services due to the economic downturn
• • Submission of their application by e-mail to  goodstock@lgapr.com by 5 p.m. Friday, Sept. 18
• • Their status as a 501(c)(3)
• • Their availability to meet with LGA at our offices during the 25-hour period

“Goodstock was named after Woodstock, a ‘love-in’ held 40 years ago this year,” said Wax. “This is LGA’s way of giving love back to our community and saying thanks for our 25 years in business.”

For more information, visit  http://lgaadv.com/blog/goodstock-2009 or e-mail questions – with Goodstock in the subject line – to  goodstock@lgapr.com. No phone calls please.

Nonprofits chosen to receive LGA services will be announced on Tuesday, Oct. 6 and expected to be present at LGA offices at 11 a.m. on Thursday, Oct. 15, for a briefing with the LGA team.

Applications are due by Friday, September 18 at 5 p.m.

The Goodstock application deadline has ended. We thank everyone who submitted. Please check back at www.lgaadv.com in early October to see who was selected.