Published: June 23, 2009 12:25 am      

BUSINESS: CreateAthon returning to help nonprofits with marketing, ads

Attention nonprofit organizations: The CreateAthon has returned.

Entering its second year, the 24-hour marketing work session has returned to give any local nonprofit free advertising service, courtesy of a West Main Street marketing firm, J. Fitzgerald Group. The CreateAthon program was founded in 1998 by RIGGS, an advertising agency in Columbia, S.C. More than 40 advertising and marketing firms across the United States and Canada is participating by holding 24 hour creative marathons in their respective markets. J. Fitzgerald Group is the exclusive Western New York area partner. Information about the national program is available at www.createathon.org.

Applications for interested non-profits are due at 5 p.m. July 20 for any organization and can be found and downloaded on the Fitzgerald Web site, www.jfitzgeraldgroup.com or by calling 433-7688.

“It’ll be interesting,” said Craig Thrall, a senior copywriter at J. Fitzgerald. “It was a lot of fun last year, and we did a lot of good stuff. What we’re looking to do is help those smaller agencies.”

The session runs overnight starting Sept. 17, when the firm will work on whatever the nonprofit organizations may request. That could include the creation of logos, letterhead packages, brochures, advertisements, direct mail campaigns, posters, television and radio scripts, outdoor billboards, signage, banners, Web copy or design. Projects will be decided prior to September, and the organizations that will benefit will be announced in August.

“Our goal is to give nonprofit organizations the creative marketing materials they need to support their worthy missions,” said Jack Martin, president of J. Fitzgerald. “We anticipate helping numerous organizations again this year with materials and creativity that they otherwise could not afford. Last year’s CreateAthon was a tremendous success, with 26 projects completed for seven different charities. Due to the economic conditions faced by so many nonprofits in 2009, we expect CreateAthon to have just as much impact this year.”

Each application will be evaluated and selections made based on audience reach, the ability of CreateAthon services to make an impact on the nonprofit organization and opportunities to help groups that are currently under-funded. Nonprofit organizations receiving donated services during the 2008 CreateAthon will not be eligible in 2009.

J. Fitzgerald Group will meet with each of the selected nonprofits prior to the event to discuss what they need most. The round-the-clock creative and design work will begin at 8 a.m. Sept. 17 when J. Fitzgerald Group’s volunteer team of graphic and Web designers, writers, direct-mail specialists, strategists and printers assemble at the 12 West Main St. offices. At the end of the continuous creative blitz, work will be presented to the nonprofits at 8 a.m. Sept. 18.

To help with the CreateAthon, J. Fitzgerald Group has teamed with local partners including: The Zenger Group, Sterling Sommer, Boncraft Inc., WGRZ-TV Channel 2 News, Entercom Buffalo, Lamar Advertising, Acorn Studios and the Union-Sun & Journal.

The organizations that benefited last year from CreateAthon were: Compass House, Gilda’s Club Western New York, Hope For Two (Pregnant With Cancer Network), Literacy Volunteers Of Niagara County, Lockport Meals On Wheels, National Multiple Sclerosis Society Upstate NY Chapter and Opportunities Unlimited Of Niagara.

Contact reporter Joe Olenick at 439-9222, ext. 6241.

2009 CREATEATHON

• WHAT: A marathon work session where an agency offers free marketing and advertising services for nonprofits

• WHEN: Non-profits’ applications are due July 20, and the event takes place overnight Sept. 17 and 18

• WHERE: J. Fitzgerald Group, 12 West Main St.