A company is looking to establish its brand through philanthropy. is donating 5 percent of its gross revenue to the United Way–the first company to partner with the nonprofit organization.
“I would love it if we started a trend,” said Bob Ansin, president and chief executive officer of and its parent company, Massachusetts Innovation Center, both located in Fitchburg, Mass. sells theme-related present sets, such as an Instant Christmas package that includes a tree and a Santa hat. The company plans to give away 10-20 sets per week through its Giftkit Elf Patrol program at locations throughout Boston. will spend the “lion’s share” of its $1.2 million in initial financing on marketing, but only half of that is earmarked for advertising.
Latus Szostakowski & Mensing has created’s logo, radio spots and a print ad while Schneider & Associates was tapped to coordinate the launch. –Lauren Wiley