By the year 2020, est. 40% of the workforce will be freelancing. To help young workers get ready for this shift, we are creating a sponsorable new web series on PBS Digital called "What do you Do?". It will be designed to help millennials identify their work purpose and create authentic career narratives to ultimately control how they want their colleagues and employers to see them.

1. In conjunction with:
November 2015
By Invitation
A BRANDED CONTENT OPPORTUNITY
HELPING MILLENNIALS
CREATE
CAREER NARRATIVES

2. 22
It’s the universal question that helps break the proverbial ice while revealing so much
about a person. And while some answer it with great pride, others are defeated by it, not
their best selves at work each day.
So…

3. 33
Attitudes have been changing towards
work.
Millennials, in particular look at the concept
of work differently than previous generations
– they see work as a lifestyle, an extension
of who they are and what they stand for.

4. 4
…the aspirational new web series for today’s emerging work force that
gives Millennials a positive new story about what it is to work.
Brand Sponsored, Produced and distributed by PBS Digital Studios and
hosted by Imperative co-founder Arthur Woods, each new episode
features real stories from real people who bring their full selves to work
each day.
WORK. LIFE. YOU.
INTRODUCING…

5. 5
THE MISSION
A web series that provides Millennial viewers with vital
navigational tools to help them identify their “work
purpose”, craft their best “career narratives” and take
immediate action to ensure their work is enriching, fulfilling,
and rewarding.
Each episode appears under the PBS brand with sponsor ID– and feature business
leaders from LinkedIn, Buzzfeed, Google and other successful companies offering
sound, actionable advice. Viewers discover how innovative companies are changing the
way they hire, and how they’re creating new recruitment pathways for young Americans.

6. 6
FORMAT: “PLAYLISTS”
Similar to that of a popular magazine, each sponsorable episode of What Do YOU Do?
is divided into clearly branded segments, not unlike playlists, each one focusing on a
specific theme such as Finding your Work Purpose, How to position your calling,
Interview Techniques, Resume Building and other topics relevant to today’s young
job seeker. These playlists consist of several short videos – 4-6 minutes each in length –
that break the topics down into easy-to-digest sections. And even though all the
episodes are published on YouTube and PBS.org, in addition to PBS’s affiliated
desktop and mobile sites, this modular approach also allows for series segments to play
across a wide variety of popular new media platforms, such as Facebook, Instagram,
Twitter and others. This digital format also allows for ancillary, companion components
like checklists, quizzes and other interactive elements to be integrated within each
video.

7. 7
What you really need to know
about using LinkedIn.
LinkedIn’s Evangelist, Nawal
Fakhoury shares how to leverage
LinkedIn to find your dream job
while being yourself.
SAMPLE EPISODES
Finding your voice.
Buzzfeed’s Literature Editor Saeed
Jones reaches from this journalism
to poetry to share how he found his
voice and the tips and tricks we can
apply right away.
Leveraging what drives
purpose for you.
Purpose Economy author Aaron
Hurst shares how to uncover your
purpose drivers and leverage them
in your work each day

8. 8
THE FACTS
New technologies,
the internet and social
media have
transformed the way
people work, brand
themselves, and
exchange information.
Sources: MBO 2015
40% of the work force will
be freelance by 2020
American workers
working remotely
rose
79%
2005 and 2012
alone.
51%
of employed people are
actively searching for or
open to a new job
(JobVite)
70% of the workforce is disengaged
at work (Gallup)
71% of the workforce is on the
job market (JobVite)
28%
of the workforce comes to work
for fulfillment above a paycheck
and promotion (Imperative)

9. 9
America’s largest employers have identified the plight of today’s emerging workforce and the
challenges that qualified candidates face in the current work environment. Some have already risen
to the occasion.
The 100,000 Opportunities Initiative is the nation’s largest employer-led private
sector coalition committed to creating pathways to employment for young people.
Companies engaged in the coalition help to launch careers for recent graduates and
others that are just entering the workforce, including internships, apprenticeships
and on the job training, in addition to developing potential in youth that have some
work experience but are looking to gain new skills that lead to a successful career.
The opportunity is for the right company to be an underwriter and featured sponsor of What Do YOU
Do?
The web series provides yet another unique opportunity for job creators to aid in the
advancement of young job-seekers by creating an invaluable resource that targets
Millennials where they live – on the Internet.
OPPORTUNITY YOUTH

10. 10
JOIN US!
For the like-minded brand, a
content partnership opportunity
FUNDING PARTNERSHIP
WAYS OUR BRAND PARTNER CAN PARTAKE:
Customized (*PBS approval) episodic themes
Underwriting credit and message in a minimum of 20-25
program “segments”-audience TBD
Custom opportunities inside PBS.org
Use of the evergreen programming content outside PBS
is also seeking a
Partner Foundation that is
synergetic with our mission.

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IDEAS FOR ADDITIONAL OPPORTUNITIES (*OUTSIDE PBS)
Earned Media marketing plan
Podcasts
360 degree marketing
Impression-based pre-roll (advertising message) that allows
sponsors to run their advertisement without the standard
PBS restrictions)
Native Advertising campaigns
Re-purpose footage / use B-roll for deeper brand integration
programming outside PBS distribution

12. 12
THE HOST
Arthur Woods is an entrepreneur, speaker and writer on the future of work. He is
the co-founder of Imperative, leading the research and development around
purpose in the workplace. Arthur's deep expertise engaging the Millennial
Generation has enabled him to lead both the conversation and innovation around
the next generation of work.
Arthur previously lead operations at YouTube EDU at Google where he led YouTube for Schools. He
co-founded the world’s largest collegiate entrepreneurial fellowship, Compass, which has graduated
more than 1200 fellows in 20 universities. He is also the co-founder of Out in Tech, the largest global
LBGTQ technology community.
Arthur is a globally-recognized speaker having delivered keynotes across North America, Europe and
Asia. He has delivered multiple TEDx talks and has spoken before dozens of leading conference and
corporations.
His efforts have been featured in Forbes, Fast Company, Huffington Post, Washington Post and
ABC7’s Washington Business Tonight.

13. 13
THE CREATIVE TEAM
WHY PARTNER WITH PBS DIGITAL STUDIOS ?
Plus countless
accolades
A QUANTITATIVE HALO EFFECT FOR SPONSORS:
67% of viewers agree that their opinion of a company is
more positive once they find out it supports PBS
programming;
75% agree that companies at sponsor PBS
programming are committed to quality and excellence;
and
62% agree at they prefer to buy products and services
that support PBS.org
7 WEBBYS:
INCLUDING ‘BEST HOST’ &
‘BEST REMIX’ 18 TELLYS
2 MASHIES: INCLUDING
‘BEST BRANDED YOUTUBE
CHANNEL’
Sources: The Public Broadcasting Service

14. 14
DISTRIBUTION: PBS DIGITAL STUDIOS
A SOCIAL MEDIA REACH BEYOND YOUTUBE:
THE MOST DESIRED DEMOGRAPHIC IN ADVERTISING:
2MM+
FACEBOOK FANS
2MM+
TWITTER FOLLOWERS
1MM+
GOOGLE+ CIRCLES
Sources: The Public Broadcasting Service
70% OF VIEWERS
BETWEEN THE AGES
OF 18 AND 34
92% OF
VIEWERS BETWEEN
THE AGES OF 13
AND 44
49% ARE
COLLEGE
GRADUATES
40% OF VIEWERS
WATCH PBS DIGITAL
STUDIOS PROGRAMMING
ON THEIR MOBILE
DEVICES
51% OF VIEWERS
HAVE HH INCOME OF
MORE THAN $100K
20% HAVE HH
INCOME OVER $150K
49%
OWN A
HOME

15. 15
When New Road Media approached us to look at the topic of how
“work-purpose and career narrative” played out in so many
millennials’ lives, we realized this was an important project to get
behind. We are excited about finding the right funding partner -
brand to collaborate with on the marketing side of this important
topic.
Brandon Arolfo
Sr. Director, PBS Digital Studios

16. For further contact:
David H. Page
Managing Partner – New Road Media
212-794-9606
dpage@newroadmedia.com
newroadmedia.com