Enhancing Your Image with Ads about Community Service

Using a slightly different angle, here EOG Resources stresses how its employees give back through donations of money and time. The company matches their contributions dollar-for-dollar. Again, you see here a strong headline, people images (a kid too) and a complete lack of information on the organization.

Conoco Phillips is trying to inspire viewers to participate by showing happy volunteers wearing the company's t-shirts. It provides a range of projects with which one could get involved and the suggestion is that employees are already dedicated to these causes, aside from the ones specifically indicated in the last section. "The rewards are immeasurable" for volunteering but there is clearly a reward for Conoco Phillips: positive buzz about its dedication to giving back.

The use of the hands in the ad below implies caring and the copy does a great job of illustrating that this is not just a big company. Rather it is a group of people living in the communities that is serves. The same message is repeated again at the bottom continuing the orange and blue theme. It is well-designed because, if you get nothing else, you catch the headline and the logo--mission accomplished.

Rather than focus on contributions and spending for community projects, Newfield focuses on volunteering. The ad features appropriate images of people and projects, suggesting action. The "pyramid" of people at the top conveys energy, cooperation and diversity.

Now you have the recipe for a great, effective ad so you can talk about your company's focus on the community and generate good will among current and potential customers.

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