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THE MOBILE MARKETING REVOLUTION: HOW YOUR BRAND CAN HAVE A ONE-TO-ONE CONVERSATION WITH EVERYONE by Jed Alpert

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8ONE-TO-ONE TRANSFORMS WHOLE COMPANIES

In the depths of the dot-com bust, DoSomething.org seemed ready to close its doors. Starved for funding and reduced to one remaining full-time employee, the organization founded in 1993 by Michael Sanchez and Andrew Shue from television’s Melrose Place could no longer afford to maintain its offices in cities across the country, where it trained teachers to go into the schools to foster volunteer projects that made a difference in their communities. But instead of folding, the organization decided to try something new: to communicate directly with the 13- to 25-year-olds it wanted to reach and restructure the company around their communication needs.

Do Something closed its satellite offices and began instead ...

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