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In conjunction with:
November 2015
By Invitation
A BRANDED CONTENT OPPORTUNITY HELPING MILLENNIALS CREATE CAREER NARRATIVES
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It’s the universal question that helps break the proverbial ice while revealing so much about a person. And while some answer it with great pride, others are defeated by it, not their best selves at work each day.
So…
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Attitudes have been changing towards work.
Millennials, in particular look at the concept of work differently than previous generations – they see work as a lifestyle, an extension of who they are and what they stand for.
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…the aspirational new web series for today’s emerging work force that gives Millennials a positive new story about what it is to work. Brand Sponsored, Produced and distributed by PBS Digital Studios and hosted by Imperative co-founder Arthur Woods, each new episode features real stories from real people who bring their full selves to work each day.
WORK. LIFE. YOU.
INTRODUCING…
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THE MISSION
A web series that provides Millennial viewers with vital navigational tools to help them identify their “work purpose”, craft their best “career narratives” and take immediate action to ensure their work is enriching, fulfilling, and rewarding.
Each episode appears under the PBS brand with sponsor ID– and feature business leaders from LinkedIn, Buzzfeed, Google and other successful companies offering sound, actionable advice. Viewers discover how innovative companies are changing the way they hire, and how they’re creating new recruitment pathways for young Americans.
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FORMAT: “PLAYLISTS”
Similar to that of a popular magazine, each sponsorable episode of What Do YOU Do? is divided into clearly branded segments, not unlike playlists, each one focusing on a specific theme such as Finding your Work Purpose, How to position your calling, Interview Techniques, Resume Building and other topics relevant to today’s young job seeker. These playlists consist of several short videos – 4-6 minutes each in length – that break the topics down into easy-to-digest sections. And even though all the episodes are published on YouTube and PBS.org, in addition to PBS’s affiliated desktop and mobile sites, this modular approach also allows for series segments to play across a wide variety of popular new media platforms, such as Facebook, Instagram, Twitter and others. This digital format also allows for ancillary, companion components like checklists, quizzes and other interactive elements to be integrated within each video.
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What you really need to know about using LinkedIn.
LinkedIn’s Evangelist, Nawal Fakhoury shares how to leverage LinkedIn to find your dream job while being yourself.
SAMPLE EPISODES
Finding your voice.Buzzfeed’s Literature Editor Saeed Jones reaches from this journalism to poetry to share how he found his voice and the tips and tricks we can apply right away.
Leveraging what drives purpose for you.
Purpose Economy author Aaron Hurst shares how to uncover your purpose drivers and leverage them in your work each day
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THE FACTS
New technologies, the internet and social media have transformed the way people work, brand themselves, and exchange information.
Sources: MBO 2015
40% of the work force will be freelance by 2020
American workers working remotely rose79%2005 and 2012 alone.
51% of employed people are actively searching for or open to a new job (JobVite)
70% of the workforce is disengaged at work (Gallup)
71% of the workforce is on the job market (JobVite)
28%of the workforce comes to work for fulfillment above a paycheck and promotion (Imperative)
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America’s largest employers have identified the plight of today’s emerging workforce and the challenges that qualified candidates face in the current work environment. Some have already risen to the occasion.
The 100,000 Opportunities Initiative is the nation’s largest employer-led private sector coalition committed to creating pathways to employment for young people. Companies engaged in the coalition help to launch careers for recent graduates and others that are just entering the workforce, including internships, apprenticeships and on the job training, in addition to developing potential in youth that have some work experience but are looking to gain new skills that lead to a successful career.
The opportunity is for the right company to be an underwriter and featured sponsor of What Do YOU Do?
The web series provides yet another unique opportunity for job creators to aid in the advancement of young job-seekers by creating an invaluable resource that targets Millennials where they live – on the Internet.
OPPORTUNITY YOUTH
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JOIN US!
For the like-minded brand, a content partnership opportunity
FUNDING PARTNERSHIP
WAYS OUR BRAND PARTNER CAN PARTAKE:
Customized (*PBS approval) episodic themesUnderwriting credit and message in a minimum of 20-25 program “segments”-audience TBDCustom opportunities inside PBS.org Use of the evergreen programming content outside PBS
is also seeking a Partner Foundation that is synergetic with our mission.
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IDEAS FOR ADDITIONAL OPPORTUNITIES (*OUTSIDE PBS)
Earned Media marketing planPodcasts360 degree marketing Impression-based pre-roll (advertising message) that allows sponsors to run their advertisement without the standard PBS restrictions)Native Advertising campaignsRe-purpose footage / use B-roll for deeper brand integration programming outside PBS distribution
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THE HOST
Arthur Woods is an entrepreneur, speaker and writer on the future of work. He is the co-founder of Imperative, leading the research and development around purpose in the workplace. Arthur's deep expertise engaging the Millennial Generation has enabled him to lead both the conversation and innovation around the next generation of work.Arthur previously lead operations at YouTube EDU at Google where he led YouTube for Schools. He co-founded the world’s largest collegiate entrepreneurial fellowship, Compass, which has graduated more than 1200 fellows in 20 universities. He is also the co-founder of Out in Tech, the largest global LBGTQ technology community.Arthur is a globally-recognized speaker having delivered keynotes across North America, Europe and Asia. He has delivered multiple TEDx talks and has spoken before dozens of leading conference and corporations.His efforts have been featured in Forbes, Fast Company, Huffington Post, Washington Post and ABC7’s Washington Business Tonight.
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THE CREATIVE TEAM
WHY PARTNER WITH PBS DIGITAL STUDIOS ?
Plus countless accolades
A QUANTITATIVE HALO EFFECT FOR SPONSORS:67% of viewers agree that their opinion of a company is more positive once they find out it supports PBS programming;75% agree that companies at sponsor PBS programming are committed to quality and excellence; and62% agree at they prefer to buy products and services that support PBS.org
7 WEBBYS: INCLUDING ‘BEST HOST’ & ‘BEST REMIX’ 18 TELLYS
2 MASHIES: INCLUDING ‘BEST BRANDED YOUTUBE
CHANNEL’
Sources: The Public Broadcasting Service
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DISTRIBUTION: PBS DIGITAL STUDIOS
A SOCIAL MEDIA REACH BEYOND YOUTUBE:
THE MOST DESIRED DEMOGRAPHIC IN ADVERTISING:
2MM+ FACEBOOK FANS
2MM+ TWITTER FOLLOWERS
1MM+ GOOGLE+ CIRCLES
Sources: The Public Broadcasting Service
70% OF VIEWERS BETWEEN THE AGES OF 18 AND 34
92% OF VIEWERS BETWEEN THE AGES OF 13 AND 44
49% ARE COLLEGE GRADUATES
40% OF VIEWERS WATCH PBS DIGITAL STUDIOS PROGRAMMING ON THEIR MOBILE DEVICES
51% OF VIEWERS HAVE HH INCOME OF MORE THAN $100K
20% HAVE HH INCOME OVER $150K
49%OWN A HOME
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When New Road Media approached us to look at the topic of how “work-purpose and career narrative” played out in so many millennials’ lives, we realized this was an important project to get behind. We are excited about finding the right funding partner - brand to collaborate with on the marketing side of this important topic.
Brandon ArolfoSr. Director, PBS Digital Studios
For further contact:
David H. PageManaging Partner – New Road Media
