EAST RUTHERFORD, NJ: Advanta selected MWW Group to lead media relations and consumer awareness for its social networking site, Ideablob.com, and nonprofit venture, KivaB4B.org.
"We're working with them now... to let people know about both sites... and at the same time position Advanta as a thought leader in areas such as entrepreneurism and [CSR]," said David Goodman, Advanta VP of communications.
Ideablob launched last September as a community for entrepreneurs and small business owners. The Kiva Business for Business Project (KivaB4B), an initiative with nonprofit Kiva, launched in April. It allows Advanta customers to donate grants of up to $200 a month to entrepreneurs in developing countries. Advanta matches each grant.
MWW's outreach targets financial titles, general interest media, and blogs that reach small business owners, entrepreneurs, and consumers interested in donating, according to Cheryll Forsatz, SVP at MWW. The budget is undisclosed.
MWW will send Ideablob discussions to prospective users via Facebook, MySpace, LinkedIn, and Twitter, added Tom Biro, MWW's VP of digital media. Facebook has a similar user base to Ideablob and can draw new users through its notification process, he noted.
Advanta selected MWW, which had previously done pro bono work for it, after a two-round RFP process that included up to five other firms, said Goodman. He declined to name the other agencies, but HWH confirmed that it pitched.
Advanta also works with Red Tettemer on separate projects.