Category Archives: DO Good


Partner Spotlight: Outdoor Outreach

By | DO Good, partners | No Comments

Here at Digital Operative, living an active outdoor lifestyle is very important to us. Therefore, when we got the chance to partner with Outdoor Outreach – a nonprofit dedicated to connecting underserved youth to the transformative power of the outdoors – we jumped at the opportunity!

This summer Outdoor Outreach has gone above and beyond, leading several excursions for San Diego youth, ranging from surfing, rock climbing, snorkeling, and mountain biking. Through these outdoor adventures, kids and teens accumulate a sense of achievement, which increases their self-confidence and further enables them to see new possibilities for their lives. However, many of these adventures would not have been possible without the help of some of our favorite outdoor brands.

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In June, Outdoor Outreach received an in-kind donation of a screen house and two loungers from Lightspeed Outdoors as well as new medical kits and supplies from Adventure Medical Kits. In July, Body Glove Wetsuits kindly donated 10 new wetsuits, which were especially helpful during all of Outdoor Outreach’s summer surfing trips. Optrix also donated iPhone 4 and 5 waterproof phone cases – perfect for those surfing, snorkeling, and kayaking trips held during the summer. Outdoor Outreach is hoping to get donations of old iPhones from friendly donors so that the kids and teens can use them to take photos on their outdoor excursions.

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We recently reached out to Sameer, a participant in Outdoor Outreach’s Leadership Program, to ask how his experience with Outdoor Outreach has impacted him: “Outdoor Outreach gives teens the chance to experience nature, and realize all the cool outdoor places that are right in our backyards. However, I think the underlying affect OO has is that it opens our eyes to all the possibilities in life. We meet new people, and get to try so many interesting things – things we never even thought of. It makes us realize that we can have new experiences, and pursue our own path.” As Sameer explained, connecting youth with the outdoors opens so many doors and we love seeing the brands we love getting involved to transform these kids’ lives!

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For those individuals or companies looking to get involved, Outdoor Outreach will be the beneficiary of several upcoming events in the San Diego area. Puzzle Pursuit is an amazing race-style team event being held on Saturday, September 19th in Old Town. 100% of the sales benefit the Outdoor Outreach programs described above. For more information about volunteering, events, or donations, visit Outdoor Outreach’s website to learn more about their programs.

SAY San Diego

Tis The Season To DO Good!

By | agency life, Digital Operative, DO Good, holidays, nonprofit | No Comments

It’s that time of the year again! Everyone starts thinking about hot cocoa, holiday music, and the time of giving! Last year Digital Operative gave back by partnering up with Toys For Tots and everyone in the office donated gifts for children.

This year DO is DOing good and getting into the holiday spirit by partnering up with SAY to help out 30 refugee families living in the poorest sections of San Diego. Shannon D’Orsi our Director of Culture, summed up DO’s holiday giving, “As a local San Diego Company we think it is important to give back to the people in our community who ultimately help to shape and make San Diego the vital and vibrant place that many of us call home.”

SAY is a nonprofit organization that was established in 1971 to help 30,000 people ranging from children, families, and communities to overcome barriers and create opportunities. Families and individuals become involved with SAY by contacting the organization directly, and some referred by schools, courts, law enforcement, or community organizations.

The families that DO will be assisting this year are The Karen People of Southern Burma. These families are from refugee camps in Thailand who have been involved in a war for independence since 1949. They speak little English and are transitioning to a whole new culture. There is no safety net for them as they are mainstreamed into urban life. Children are placed into the education system in San Diego, and expected to keep up with other students. “These are very resilient people trying to do well in difficult conditions and can use all the support that can be given.”

The office already has a Christmas tree up with tags as ornaments that say what the families most need, and seeing each one taken as the days go by is heartwarming.

We hope others join us in choosing to make this holiday season special for friends, family and especially those less fortunate.

This year, you too can help donate in the slightest ways to make the biggest difference. Find the closest toy drop off for Toys for Tots to donate your gifts, and/or search for volunteer opportunities. If you would like to get involved with SAY, they have plenty of ways to give back, ranging from donations, volunteer work, helping families directly, and much more!


Move Over Ladies, This Is Guys Month

By | agency life, DO Good | No Comments

Movember is here and Guys…’s time to shave!

What is Movember?

Originating in Melbourne, Australia — Movember is a charity movement that takes place in November where men shave to support and raise funds for men’s health – prostate cancer, testicular cancer and mental health problems.

Men are challenged to shave on November 1st, and then to grow and groom their moustaches and/or beards until November 30th to create awareness and support a respectable cause. As stated on the Movember site, the vision is “To have an everlasting impact on the face of men’s health.”

DO’s Part:

We highly value Movember and stand with the cause every year.  So, we’ve put together a team (We have many Movember movers in our DO office) and you can join and support by making donations to the cause!

How Everyone Can Support:

Men, also known as “Mo Bros”, can join DO’s team here and SHAVE, SHAVE, SHAVE…and No it’s not too late! Donations are also always appreciated and all donations go to the Movember movement.

Women, also known as “Mo Sistas”, while shaving isn’t exactly in our spectrum we are still a big part of this cause! Women can encourage different men in their life to join the movement and motivate them to take action when it comes to their health, and also help to raise funds. Women, you too, can join the DO team!

Stay tuned, and we’ll make sure you see the outcome of our DO Movement. 


Outdoor Foundation Press RElease

Digital Operative Announces Pro Bono Project in the Outdoor Industry

By | Corporate Social Responsibility, digital marketing, DO Good | No Comments
Digital Operative Partners with the Outdoor Foundation to launch the Get You(th) Outdoors Challenge


Nikki Johnson
Agency Marketing Manager
Digital Operative

SAN DIEGO, CA (September, 29, 2014) – Digital Operative, a full-service digital marketing agency, is excited to announce their partnership with the Outdoor Foundation. Through a collaborative effort, Digital Operative has developed an interactive platform that will engage members of the outdoor industry online, and encourage them to share their experiences with others, in the Get You(th) Outdoors Challenge.

Digital Operative has pursued a strategy in which technology is used not only as a common medium for information sharing, but as further encouragement for others to pursue an active, outdoor lifestyle.“Many people look at technology as a hindrance to outdoor participation,” says B.J. Cook, CEO of Digital Operative. “We look at it as a catalyst for connecting more people outside.”

In order to engage younger people in a time of struggle for physical fitness and outdoor awareness, the Outdoor Foundation has been working to encourage an online conversation that will translate into real and lasting change for individuals and groups in the outdoors. “Ensuring that the next generation has the opportunity to play outside is imperative to the outdoor industry,” says Chris Fanning, executive director of the Outdoor Foundation. “This industry-wide competition puts the hiking stick back in the hands of outdoor leaders, and gives them a platform to use their influence and grow outdoor participation.”

“These campaigns give companies and colleges a unique way to engage with their employees and students,” said Fanning. “We’re hoping to blend online social contests with outdoor activities in order to reach and introduce new people to the activities we love.”

No matter the direction that is taken by non-profits such as the Outdoor Foundation, ultimately it comes down to the willingness to pursue their audience wherever they may be, outdoors or on social networks. For more inforamation on the Get You(th) Outdoors movement, visit

About Digital Operative

Digital Operative is an award-winning, full-service digital agency where transformative digital marketing meets creative commerce. We understand that today’s “anywhere customer” browses, compares and buys across many channels. That’s why our offering is fully integrated to cover Brand Strategy, User Experience (UX), Visual Design, Digital Marketing, Analytics and Development. We work with our clients to build better relationships with their customers at the intersection of commerce, content and community. Our mission is to deliver cross-channel customer experiences that ultimately help our customers’ businesses grow their awareness, engagement and revenue. Headquartered in San Diego, CA with a second location in Denver, CO, we pride ourselves in working with brands in Outdoors, Active Lifestyle, Fashion, Consumer Electronics, CPG and Nonprofit. For more information please visit

About the Outdoor Foundation & Outdoor Nation

The Outdoor Foundation is a not-for-profit organization dedicated to inspiring and growing future generations of outdoor enthusiasts. Through groundbreaking research, action oriented outreach, and education programs, the Foundation works with partners to mobilize a major cultural shift that leads all Americans to the great outdoors. In 2010, the Foundation launched Outdoor Nation, a pioneering initiative that aims to empower young leaders to champion the outdoors on campuses and in communities across the United States. For more information visit: and


Image by Digital Operative

Digital Operative Provides Pro Bono Work To The Outdoor Foundation

By | Corporate Social Responsibility, DO Good, nonprofit | No Comments

Every year, Digital Operative selects a nonprofit organization to provide pro-bono work to and support in its endeavors. This year we are excited to be working with the Outdoor Foundation, a nonprofit that is a driving force in the promotion of outdoor recreation in America. The Outdoor Foundation prides itself on offering research, grants, and resources to promote the multiple facets of the outdoor recreation movement. Outdoor Nation is their signature program that is targeted at young adults and youth to get outside and be active. The movement includes camps, grants, and summits across the United States.

We are working with the Outdoor Foundation to create two contests on the Contestcore platform: Get You(th) Outdoors and Outdoor Nation Campus Challenge. Get You(th) Outdoors is a social campaign that asks individuals to share their outdoor stories in hopes to inspire youth to get outdoors. Where as the Outdoor Nation Campus Challenge is geared towards colleges and inspiring the college community to get outdoors and be active. Both of these campaigns are currently under development — our strategy, design and technology teams are hard at work. We will make sure to provide updates on the progress and announce when these exciting projects go live.

“These campaigns give companies and colleges a unique way to engage with their employees and students,” says Chris Fanning, Executive Director of The Outdoor Foundation, “We’re hoping to blend online social contests with outdoor activities in order to reach and introduce new people to the activities we love.”

At Digital Operative, we got involved in the best way we knew how — through digital marketing. If you need help with an online campaign or maybe you work for a nonprofit don’t hesitate to drop us a line, so we can get involved.


The Content Quadrant

By | content marketing, DO Good, strategy and planning | No Comments

DO was recently invited to speak at Digital Summit Denver, describing our strategic approach and creative process around content creation for our clients.

The presentation gave us an opportunity to help visualize and, better yet, formalize how we approach content creation for large and small clients alike.

The content strategy for us begins with an assessment of resources and goals. This assessment is guided by what we’ve coined the ‘Content Quadrant,’ which we presented at the Summit. The content quadrant has two axes, one for resources, and one for goals.

Evaluating where a client might sit on the content quadrant would then help guide an array of tactics and themes we revisit throughout the period of engagement.

Once you’ve identified your constraints, you can properly build any of the following elements of your strategy be it personas, user stories, or content guidelines.

In future posts, we will discuss how certain strategies lend themselves to better performance for clients who identify with one of the quadrants.

And please, feel free to join the discussion and don’t hesitate to contact us.

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