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John Freebairn
We asked John Freebairn, President of Freebairn & Company, why he and his firm devote so much time to community service. His tongue in cheek reply was, “We have an inability to say no.” A bit more dialogue with John and Milo Ippolito, Freebairn’s Public Relations Manager, made it quite clear there’s something much deeper going on.
Over the past year, John and Milo have been working closely with the Georgia Symphony Orchestra to help raise its visibility across the state. What’s most striking about what they have to say regarding the experience is an almost total focus on how fun and rewarding it has been. “We approached GSO with the same diligence, plan, process and talents we’d use with any client,” says Freebairn. “We feel strongly the payback is not always in cash.” Milo added that, “We’re a company filled with creative types, and we love working with the creatives in an arts organization. It’s good for morale in the agency.” John was obviously proud of the fact that his team – no matter how busy – routinely maintains a “We’ll find a way to make this work” attitude with regard to their community service contributions.
Quite an amazing perspective considering our tough economic times and the fact that Freebairn has delivered close to a quarter of a million dollars worth of publicity value to the symphony!
Milo Ippolito
Freebairn and Company has applied its trademarked “Question Marketing” methodology with other non-profits like GA Kidney Foundation, the Center for Puppetry Arts, Girl Scouts and Whole World Theater as well. This disciplined process of understanding the real story, not necessarily the one a client has fallen in love with continues to pay dividends for the organizations involved.
John and Milo also offered a few tips including the need to maintain an awareness that the advertising world has changed dramatically. They emphasize how everything is now digital, electronic and online. That traditionally, an effective headline was 40 words and now a banner ad needs to accomplish the same objective with just four or five words. “Use online resources,” Ippoito advises, “use the free listings, contact bloggers and get involved in that community.” Most important? “Figure out your story. You’re probably too close. Step back and really understand your message.”
With your message in hand, reach out and ask for help. Companies like Freebairn will hear you and lend a hand.
Great show, Todd and Todd! As a member of the GSO organization, I appreciate what you have done here on the community radio show for the benefit of the GSO. And kudos to John and Milo from Freebairn & Company for all the marketing and promotion they have done as well. The world is a better place because of all of you.
Thanks, Joan!
Very valid, pithy, succicnt, and on point. WD.