About AD UP Hawaii


Team based marketing campaign development competition with full day workshops for non-profits and fun parties.


Oct 3 @ 6 pm location Honolulu Beer Works
Oct 4 @ 8:30am – 6:00pm (presentations at 4:00pm)


The BoxJelly
307 Kamani St, Honolulu, HI 96813


Marketing professionals, non-profit execs and tech/social media gurus.


Consistently, Hawaii non-profits rank Fundraising and Marketing as their top 2 needs. We’re bringing the best marketing professionals in Hawaii together to provide education and actionable marketing campaigns to the non-profits, assisting in both those needs.


Make new friends, learn new skills and make a difference in our community.

This event is a friendly competition pitting the top local advertising and marketing professionals against each other to help our community. The “mini agency teams” will compete for the best marketing campaign for one of three lucky, pre-selected non-profit organizations. Teams get the challenge of completing their campaign and pitch prep in an intense 9-hour period. The non-profit groups will also get a day of workshops focused on marketing. The AD UP winner will be selected by a mixed panel of judges. The award will include a perpetual trophy, press releases, social media posts from KOKUA.ORG and bragging rights for a year…all while helping our community. Join us!

Oct 3 @ 6 pm location Honolulu Beer Works
Oct 4 @ 8:30am – 6:00pm (presentations at 4:00pm). After party begins immediately following the event (approx. 7pm – 9pm).

Advertising, marketing, design, tech and other professionals are wanted to join in the team effort to create an executable marketing campaign in one day for a Hawaii 501c3 non-profit organization. We also are calling non-profit executive directors and their marketing staff to participate.

Consistently, Hawaii non-profits rank Fundraising and Marketing as their top 2 needs. We’re bringing the best marketing professionals in Hawaii together to provide education and actionable marketing campaigns to the non-profits, assisting in both those needs.

Does it cost anything?
There is no cost for marketing professionals participating on a team. Teams will also be provided light pupus on October 3 and lunch on October 4. There will be roughly 40 spots at $10/each for the non-profit marketing workshops on Oct 4. The venue is sponsored by The BoxJelly and food and drinks during the day are sponsored by Proservice Hawaii.

What is Kokua.org?
We are a community of local leaders from across different industries that come together a few times per year to build relationships, solve problems and network to help each other and the community at large. We also spin out efforts like AD UP Hawaii, Kokua Legal (help match non-profits with pro bono attorneys for small engagements) and help develop corporate volunteer and philanthropy programs. Kokua.org welcomes people with a giving heart and attitude who are looking to make Hawaii a better place. For more information visit www.kokua.org.

The Team
We are a diverse group of business people, lawyers, advertising and media leaders, non-profit executives, entrepreneurs, and consultants that are all a part of kokua.org. Our team is gracious to volunteer their time and efforts towards this cause and making this event a success! That being said, this is a new concept event and will be the first of its kind, so your understanding in potential modifications of the structure or changes is appreciated! We need you – come join us!



Joy Barua

Director of Community Benefit & Health Policy, Kaiser Permanente

Chris Dods

Sr. Vice President Marketing Communications, First Hawaiian Bank

Susan Eichor

President, AIO

Ben Godsey

President, ProService Hawaii

Maryellen Markley

Director of Innovative Solutions, Hawaii News Now

Kam Napier

Editor, PBN


Branding 101

Learn the basics of branding and marketing from one of Hawaii’s seasoned advertising executives. Your brand is more than just a logo and a tagline: Bernard will cover how you can understand your brand niche, brand voice, and stand out from the crowd.

Bernard Uy
Co-Founder and Creative Director of Wall-to-Wall Studios, A Brand Design Agency


Brooklyn-born, Honolulu-raised and Pittsburgh-educated from Carnegie Mellon, Bernard co-founded Wall-to-Wall Studios in PIttsburgh, PA in 1992 and in 2005 returned home to launch the second office in Honolulu. The agency specializes in growing brands through an integrated approach to design and advertising, collaborating with local and national clients in the arts, education, real estate, development, retail and technology. Wall-to-Wall Studios’ branding work has been recognized with awards from the American Advertising Federation, Communication Arts, Print Magazine and the AIGA, among others. The company has long been known for its approach to emotional branding; using humor, wit and emotion to forge connections between the brand and the audience. Bernard has been actively involved with the AIGA as past President of both Pittsburgh and Honolulu chapters. He has taught communication design as an adjunct professor at Carnegie Mellon, and as a visiting professor at the St. Gallen School of Design in Switzerland. In 2009, much to his disbelief, he was named “Advertising Man of Year” by the Hawaii Advertising Federation, and became a father. He spends most mornings thinking about lunch.


PR 101

Learn how you can infuse creative and effective PR results to achieve your PR goals. Caroline brings years of PR experience on a local and national level. She will walk you through how can you be prepared for the unforeseen and inevitable public relations challenges that will impact your organization.

Caroline Witherspoon
President of Becker Communications Inc.


Since discovering “Little Women” at the age of 10, Caroline has had a deeply-felt passion and respect for writing. Originally an international business major, she found her love for PR after a summer internship at Becker Communications, Inc. during her junior year of college. Realizing that public relations provides a creative outlet to write, while also giving the opportunity to build relationships and help clients shape and maintain their public images, Caroline changed her major to Communication, with an emphasis in Public Relations.

As President, Caroline brings to her position not only a passion for writing but also extensive experience in the field. For the last 18 years, she has worked her way up through the ranks at BCI, and today is a partner in the agency. She oversees the agency’s promotional PR team, ensuring creativity and effective results are instilled in each team member’s work. She also manages a number of client accounts, including Armstrong Builders, Oceanic Time Warner Cable, Catholic Charities Hawaii, Kraft Foods, Paul Brown Salons, Waikiki Aquarium, and Haseko, among others.

Caroline’s efforts and direction of the team have resulted in publicity in all Hawaii media; and in national and major-market newspapers from Los Angeles to Wall Street; consumer and trade magazines (Condé Nast Traveler, Travel and Leisure, Coastal Living, Unique Homes, Travel Agent) and national television (The Discovery Channel, Food Network, The Travel Channel; plus client appearances on the four major broadcast networks’ talk shows.

Her work has been recognized with numerous awards from the Public Relations Society of America and the International Association of Business Communicators.
Caroline is active in the community and currently serves as communications chairs for the boards of the Navy League of Honolulu and Mothers Against Drunk Driving-Hawaii Chapter (MADD). She is a graduate of the University of Washington, with a B.A. in Communication.


Social Media 101

Come explore the exciting world of social media and learn how to best leverage these exciting channels for your organization. Maybe you’re doing social media posts now on twitter, instagram and facebook but don’t know if they’re “working”. We’ll cover questions such as: what’s a good engagement ratio / goal? How do I choose which social media channels to use? How do I know how often to post? What do I post? What tools can I use? How do I use those tools?

This will be a workshop in the truest sense of the word. The end of the session will be a hands on your brand and social media implementation session with experts and gurus there to sit with you and go through your social media profiles.

Tommy Pierucki
Honolulu Marketing Manager, Uber Technologies


Tommy moved to Honolulu in June of 2013 from Phoenix. He worked as an employee with Gannett and many of their advertisers and helped grow small to medium size businesses through the use of social media and creative problem solving. After moving to Honolulu and still working at Gannett remotely, he was offered the Marketing Manager position for Uber. Tommy has been with Uber in Honolulu since day 1. He’s helped grow both the supply and demand side of the business since August of 2013 and continues to use social media and other avenues of digital marketing.

Non-Profit Workshop Registration

What To Expect

Teams and team leaders,

All of us at AD UP Hawaii are so thankful for your participation in this inaugural event. You are now part of something that will help our unique community far into the future.

As you know, the concept is simple: we’re pairing top advertisers (YOU) up with nonpofits that would ordinarily not be able to afford to take on a project like this. The nonprofit will get a rough brand audit and marketing plan. While advertisers go home with the satisfaction of knowing they’ve contributed to something good… and maybe even, take home the perpetual trophy and bragging rights!

To help us to prepare for event day please supply a list of names of all team members by October 1, 2014.

We also have personal workspaces, screens/projectors, etc. available, and can make special arrangements with you if you need additional accommodations.

What you need to bring:

  • Your amazing team
  • Imagination
  • Computers
  • Pens
  • Paper
  • And anything else to complete your marketing proposal!

Throughout this process if you have ideas for improvement your suggestions are always welcome. We will be sending out a survey after the event and would appreciate any feedback that you could provide. Our goal is to continue to improve.

At anytime between now and event day if you have any questions please do not hesitate to contact us at tori@aduphawaii.com or 808-342-2521.

Thank you for your participation.

Event Line Up

Friday, October 3, 2014 – Social Mixer

6:00 pm @http://www.honolulubeerworks.com/ Meet our AD UP board, potential additions to your groups, and our non-profits in a social atmosphere. Free pupus and No Host Bar.

Saturday, October 4, 2014, Event Day – 8:30am-6pm + After Party

8:00 – 8:30 am Registration
8:30 – 9:00 am Welcome!

Nonprofit pitches (5 minutes each)

Kumu Kahua (Donna Blanchard)
Hawaii Literacy (Suzanne Skjold)
Honolulu Habitat (Jim Murphy)
Good Beginnings Alliance

9:00 – 10:00 am Nonprofit & Teams meet
10:00 – 10:15 am Nonprofits: Break
Teams: Concepting begins
10:15 – 12:15 pm Nonprofits: Workshop #1 – Branding 101
Bernard Uy, Wall to Wall
12:15 – 1:00 pm Lunch – ordered in. Groups come together to discuss
1:00 – 2:15 pm Nonprofits: Workshop #2 – Public Relations 101
Caroline Witherspoon, Becker Communications

Teams: Continue to work on campaign

2:30 – 3:45 pm Nonprofits: Workshop #3 – Social Media 101
Tommy Pierucki, Uber

Teams: Finalize campaign

4:00 – 6:00 pm Presentations
(20 minute presentation, 10 minute Q&A per team)
6:00 – 6:30 pm Judges deliberate

  • Susan Eichor, President – AIO
  • Joy Barua – Kaiser Permanente, Director of Community Benefit & Health Policy
  • Maryellen Markley – Hawaii News Now, Director of Innovative Solutions
  • Kam Napier – PBN, Editor
  • Chris Dods – Sr. Vice President Marketing Communications, First Hawaiian Bank
  • Ben Godsey – President, ProService
6:30 pm Winner’s announced
7:00 pm Wrap Up Party

Our Team

We are 100% pro bono volunteers coming together and using our skills to make a difference in our community.

Tori Abe

Director of Marketing and Development at Hospice Hawaii

Noah Tom

Senior Art Director at Laird Christianson Advertising

Luke Tucker

CEO of Ritify

Bryan Butteling

Account Executive and Business Development at Nella Media Group

Debbie Lee

Marketing & Development Assistant at Hospice Hawaii

Donna Blanchard

Managing Director at Kumu Kahua Theatre

Evan Leong

Co-Founder at Greater Good Inc. and Bubble Tea Supply

Leigh-Ann Miyasato

President & Executive Director at Entrepreneurs Foundation of Hawaii

Rechung Fujihira

Co-Founder of The BoxJelly and Advisor at Blue Startups

Ren Tachino

Co-Founder of Timestoppers Hawaii

Brought to you by:

ProService Hawaii
The BoxJelly


In collaboration with:

Honolulu Habitat for Humanity
Kumu Kahua Theatre
Becker Communications


Anthology Marketing Group
Good Beginnings Alliance
Ala Moana Center


Timestoppers Hawaii
Wall-to-Wall Studios Inc
Hawaii Literacy


Honolulu Beerworks
Uber - Honolulu
Palolo Valley Brewing Co


Paradise Beverages, Inc.
Hawaiian Isles Kona Coffee Co.
Hawaii Pacific University


Opulicious Corp.
A Little Bit of Everything