Macy’s Heart of Haiti continues to be a grassroots effort that thrives through the support of our blogger group called Everywhere Society, social media coverage and a devoted community that helps countries reach economic stability. This is a presentation compiled for the SoMe Awards about Everywhere Agency's Heart of Haiti digital outreach capabilities during September - December 2013 and why this cause is still relevant.

1. Sept – December 2013
Digital Outreach
& More

2. The devastating earthquake of January 2010 has made it very difficult for Haitians
to make a living. Raw materials have been wiped out, there is a lack of secure and
sanitary conditions, and no funding to support economic relief.
Heart of Haiti is a “Trade, Not Aid” initiative launched by artist and social
entrepreneur, Willa Shalit, along with The Clinton Bush Haiti Fund and Macy’s. The
initiative offers the first sustainable work since the earthquake, enabling artisans to
repair homes, pay school fees, as well as feed and clothe their families. With
steady income comes better nutrition, improved education and access to
healthcare.
Why This Cause?
“When Macy’s came to
us with the first order, this
was the first program that
allowed us to have some
financial stability after the
earthquake.” - Rony
Jacques
“It makes me happy
because I get work and the
orders from Macy’s are
how I am able to send my
children to school.” –
Chena Jilles

3. Macy’s Heart of Haiti continues to be a grassroots effort that thrives
through the support of our blogger group called Everywhere Society,
social media coverage and a devoted community that helps
countries reach economic stability.
Summary of Our Digital Outreach
This season we decided to engage our
buyers and supporters from multiple
angles and platforms including: traditional
product reviews, blog posts, event
sponsorship, Facebook campaigns,
Twitter chats, traditional media coverage
and even an e-book focused on
philanthropic giving and raising charitable
children. This e-book, “Growing Up
Giving”, is a chance for parents to insert
Heart of Haiti into broader conversations
that they have with their children about
philanthropy.

4. While Heart of Haiti may reside as a product line in Macy’s, a well
known company, it can still be a challenge to garner engagement
due to some of these issues:
Digital Outreach Challenges
• Everywhere has a shoestring budget and must rely on the
kindness of bloggers and organizations to do pro bono work.
• When we contract bloggers to promote Heart of Haiti products, we
will often send them a piece to review in lieu of compensation. 5-
10% of bloggers per campaign will cut off communication after
receiving merchandise, without posting a review.
• People no longer see
Haiti as a current or
relevant cause, as the
earthquake was in
January 2010; however,
their community is still
recovering.

5. Domestiphobia
Formal Fringe
Jacqueline Marque
Kimberly Murray
Photography
Robin McCoy
Midlife Mommie
Begin to Craft
Generation Fabulous
B So Chic
Local Parent Network
Comeback Momma
Well In THIS House
The Angel Forever
Daddy Mojo
Live. Do. Grow.
All Things Fadra
Girlfriends with Goals
Heart of Haiti Blog Posts
Our campaign was focused on raising
awareness of the new products available
through the program by featuring a variety
of new home décor items.
Heart of Haiti Blog Links
Blog Impressions: 1,756,311
Images from blogger’s posts!

6. Twitter Chats
In October, Everywhere participated in a
#Bloggers4Haiti Twitter chat as
@HeartOfHaiti to raise funds for
OFEDA, a collective of female artisans
struggling to survive in Haiti. We
continue to garner the respect of the
community by supporting other non-
competing Haitian initiatives. The Twitter
chat garnered more than 3.7 million
impressions.
We were featured in two holiday gift
guides. The Three Amigas Gift Guide
hosted giveaways for Heart of Haiti
product during their annual twitter chat
#3AmigasGuide, that garnered more
than 4 million impressions.

7. 3,353 Twitter Followers (+979 last quarter)
TweetReach for #HeartofHaiti

8. Facebook Reach and Engagement

9. Blog Impressions: 1,756,311
Twitter Reach: 4,500,000
Facebook Reach: 43,114
Pinterest Followers: 12,300
Twitter Followers: 3,353
Facebook Likes: 2,124
Heart of Haiti Blog Views: 104,032
Twitter Exposure: 14,000,000
#3AmigasGuide: 4,000,000
Social Stats Recap
Images from blogger’s posts!Total Impressions: 18,159,446
Everywhere was able to garner millions of impressions for this cause campaign in a
variety of ways for nearly no cost, while also getting an online community to rally
around the cause and engage in the campaign.

10. Traditional Coverage
Nedra of the Adventure Mom blog, who belongs to Everywhere Society,
featured Heart of Haiti not only on her blog, but also as a product on
Cincinnati's FOX19 morning show about gifts that give back! See the clip
here: http://bit.ly/1e5mSYA

11. Everywhere negotiated free
sponsorship to be a part of
the 3rd Annual Flavors and
Colors of Haiti Gala, an event
celebrating Haitian culture,
fashion and contributors.
The gala was hosted by the
General Consulate of Haiti in
Atlanta. We supplied the gift
bags with Heart of Haiti
paraphernalia and were
included on all signage.
There were 350 guests with
interests in investing in Haiti.
Colors of Haiti Gala

12. The e-book features quotes and tips from
charitable organizations, as well as our
community of bloggers. A Haitian artist
contacted through the ABN licensed her
illustrations to be used within the guide.
Capitalizing on the buzz around December 3rd’s
#GivingTuesday, we facilitated blog posts and
asked our networks to share the e-book, which
depicts Macy’s Heart of Haiti as an ambassador
for goodwill. We continued to share the e-book
throughout the holiday season.

13. “Growing Up Giving” Blog Posts
Growing Up Giving Blog Links
Blog Impressions: 99,424
FSM Blogs
Gulf Coast Blogger
Anti-Poverty Mom
Free and For Me
Besos
Live Do Grow
30 Something Therapy
Instead of the Dishes
Our December campaign focused on
commissioning bloggers to share the e-
book. We received 8 blog posts without
requiring compensation for the
promotion.

14. E-Book Reads: 318
Twitter Stats #Guide2Giving
Reach: 866,150
Impressions: 1,245,752
Tweets: 203
Facebook Reach: 11,072
Blogs: 8
Blog Impressions: 99,424
Total Impressions: 2,222,916
“Growing Up Giving”
Campaign Stats

16. About Everywhere
Specialties: * Blogger relations & ambassador project
management * Social media community development &
creative content
production * Online reputation management * Social
media training for corporate executives and
marketing teams * Social media buying * Influencer
identification and outreach * Social media monitoring,
metrics, reporting & analysis * Social media
policy/implementation
www.EverywhereAgency.com

17. Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to
customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico
and Guam. Macy's stores and macys.com offer distinctive assortments including the
most desired family of exclusive and fashion brands for him, her and home. Macy's is
known for such epic events as Macy's 4th of July Fireworks(R) and the Macy's
Thanksgiving Day Parade(R), as well as spectacular fashion shows, culinary events,
flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps
strengthen communities by supporting local and national charities that make a difference
in the lives of our customers.
Heart of Haiti is a “Trade Not Aid” initiative launched by artist and social entrepreneur,
Willa Shalit, The Clinton Bush Haiti Fund and Macy’s. Heart of Haiti provides artists with
an opportunity to make a living, feed their families and pay their children’s school fees.
Already, The Heart of Haiti collection has led to employment of 750 artists in Haiti
providing financial benefits for an estimated 8,000 people in the country. Sharing a “gift
that gives back” is a great way to raise awareness and celebrate artistry and regrowth.
Heart of Haiti products are available exclusively on www.Macys.com/Haiti. To stay up-to-
date follow @HeartofHaiti on Twitter or like our Facebook page
http://facebook.com/HeartofHaiti.
About Our Cause Client