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Valerie Jacobs, a self-proclaimedfashionista, always wanted to be atrendsetter, too.

Although she earned a master’s de-gree in fashion design from the Uni-versity of Cincinnati, she’s now help-ing the global design and brandingagency LPK forecast trends that couldaffect client brands like Pantene, OralB, Pampers, Bounty and Hershey.

Jacobs joined the company in 2005to help it start LPK Trends.She’s alsospent a decade teaching courses atUC’s College of Design ArchitectureArt and Planning.

The lively Alabama native sharesthese insights at design conferencesaround the world. Last week, she pre-sented to a crowd of marketers and ad-vertising professionals at downtown’sDigital Non-Conference.

CAN YOU SUMMARIZE the fu-ture of branding and marketing in

three sentences or less?Our role as marketers and design-

ers will be to create brands that co-evolve along with the people thatchoose to engage with them. Brandbuilding will be less restricted and willbe more about creating an interactive,storytelling and meaning-making plat-form that is generative, emotional andopen-ended. The challenge will be toenable and empower “citizen brand

THE FUTUREIS HER FIELD

The Enquirer/Sam Greene

Valerie Jacobs helps design and branding agency LPK forecast trends that could affect clients.

Fashion maven now predicts trends

See JACOBS, Page G1

By Laura Bavermanlbaverman@enquirer.com

The beauty of community serv-ice, says Joe Hansbauer, is that itdoesn’t require any special skill.

You don’t need a high IQ, superi-or athletic ability, popularity orpowerful vocal cords.

You only must be passionateabout something, he says, and will-ing to dive in.

That simple thought has guidedthe quick expansion of a startupnon-profit organization in Mont-gomery called Ugive.org. Hans-bauer was recruited by a group oflocal civic leaders three years agoto launch Ugive. It began as a free

web site that allowed high schoolstudents to find and sign up for vol-unteer opportunities at charities.

Today, high school administra-tors in 22 states have adopted thesite to encourage their students tovolunteer, and then track studentparticipation. This fall, the Universi-ty of Cincinnati will become Ugive’sfirst college to implement the plat-form within its student organiza-tions and academic departments.

A $25,000 fee for colleges thatuse the platform will give Ugive arevenue model to help it fund fu-ture operations, Hansbauer says.By next year, 15 colleges will be onboard.

“We have great partners commit- The Enquirer/Tony Jones

Seton High School juniors Anna Freudiger (left), Jessie Woester and Ashley Bretnitz sanitize therapy toysat the Conductive Learning Center of Greater Cincinnati in Covington. They were matched by Ugive.

Where to volunteer? Site makes it easySource for high school students isexpanding to college campuses

Laura BavermanINNOVATIONS

See UGIVE, Page G2

Cincinnati-based GreatAmerican Insurance is offer-ing a policy that’s among thefirst of its kind: Making sureworkers can receive at least 50percent of their incomes ifthey lose their jobs, potential-ly benefiting hundreds ofthousands of middle- tohigher-income people.

Currently, jobless workersmake do by collecting stateunemployment checks thatamount, at best, to a few hun-dred dollars a week. For work-ers who once earned $60,000or more a year, the joblessbenefit is much less than halftheir previous wage. Many ofthese workers make endsmeet by taking multiple part-time jobs or positions belowtheir qualifications.

Now, Great American andAssura Group of New Yorkare partnering to offer cover-age that ensures customerswill receive 50 percent of theirprevious incomes when com-bined with unemploymentbenefits – even if they used toearn up to $250,000 a year.

“Everyone knows a friendwho’s lost their job,” says Les-lie Nylund, Assura’s chief ex-ecutive. “This fills the gap inunemployment benefits. It

takes the pressure off peopleand allows them to look forthe right job.”

IncomeAssure, whichlaunched a month ago, is avail-able in 34 states and is beingmarketed to professionalsmaking anywhere from$60,000 to $250,000 per year.

Workers who lose theirjobs can collect up to $387weekly in unemployment ben-efits in Ohio, and $415 in Ken-tucky. That translates into 50percent coverage for workerswho once made $40,000 inOhio and $43,000 in Ken-tucky.

But workers used to earn-ing higher wages find themaximum jobless benefits fallshort. Unemployment bene-fits provide just a quarter ofthe income once earned byworkers who made $80,000 ayear in Ohio or Kentucky.With IncomeAssure, thatworker would receive $382 aweek in Ohio and $354 a weekin Kentucky in addition totheir unemployment benefits.

The typical premium isabout $66 per month, or about$800 a year. The greater thecoverage, the higher the pre-mium. Coverage lasts only forthe first six months of unem-ployment.

Insurercoverslost jobGreat Americanwill add to incomeBy Alexander Coolidgeacoolidge@enquirer.com

See INSURER, Page G7

Learn about mergers,technology, longevitym Ken Grause and Bruce Moore are finding that

one company sometimes is stronger than two. Thecolleagues recently merged their businesses into Pi-lot Lumber and Moore. G3m QR codes are finding their way into manufactur-

ing, and are one tool that Acutek Automation is us-ing to reinvent itself and grow after the recession. G3m At 85, Chuck Noonan recently retired for the

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ted to Ugive to providefunds, but if we can monetizethe platform and the need wehave lessens, that’s a plus,”he says.

Ugive’s fast growth plansgrabbed the attention ofPraxis Accelerator, a new na-tional assistance program forsocial entrepreneurs tacklingmajor social issues. Hans-bauer was selected from apool of 84 candidates to join agroup of 12 for a year of men-torship and training from topnational nonprofit and busi-ness executives. Each entre-preneur has a plan to launcha business or non-profit thatgenerates revenue andserves the greater good.

Praxis will award $100,000in prizes to three participantsnext April.

“Ugive really stood out tous,” said Dave Blanchard,Praxis’s founder and presi-dent. “They’re at an inflectionpoint, where if we comealongside of them with men-torship and capital, theycould really take off.”

Hansbauer joined Ugiveafter nine years as a projectmanager at Accenture. He’salso a founding member ofGive Back Cincinnati, anddedicated the last 11 years tohelp it become the region’slargest young professionalservice group.

He’d always hoped toexpand that group’s reach tohigh school and college stu-dents. But Ugive had the vi-sion of local philanthropistsand community leaders in-cluding Tom Hiltz, DeannaCastellini, J.B. Kropp andCraig Young, and a high-pro-file board of directors that in-cluded Cris Collinsworth,Nick Lachey, Anthony Mu-noz and ESPN sports ana-lysts Kirk Herbstreit andTom Jackson.

Funding commitments to-taling $500,000 a year came

from groups including theCastellini Family Foundation,Carol Ann and Ralph V. HaileUS Bank Foundation, HaroldC. Schott Foundation, CraigYoung Family Foundationand several National FootballLeague charities.

“They saw firsthand theneed for the resource as CrisCollinsworth’s own daughterstruggled to find opportuni-ties to give back in the com-munity,” Hansbauer says.“That personal connectionwas the catalyst to everyonerolling up their sleeves andgetting to work.”

A staff of seven now runsthe organization. They rely onpartnerships with the NationalAssociation of Student Coun-cils, National Honor Societyand Jefferson Awards for Com-munity Service to expand theUgive network nationwide.The federal AmeriCorps VIS-TA program also provides 18volunteers to help promote the

platform to schools and non-profit organizations through-out Ohio. UGIVE expects tosoon apply to AmeriCorps toplace its volunteers in cities na-tionwide.

A local web developmentfirm, US Digital Partners,works closely with Ugive tocontinually update the site. A$40,000 grant from Cincy-Tech this year allowed it toadd a function to let studentorganizations such as the Na-tional Honor Society, KeyClub or Spanish Club sign uptheir members as a group oroffer group members exclu-sive service opportunities.

That new feature providedUgive the ability to target col-lege groups.

“We’re supporting theschools’ initiative to get stu-dents involved in their com-munities,” Hansbauer says.

Ugive tries to set a goodexample for its nonprofitpartners by providing its own

volunteer training and oppor-tunities. It offers a Ucrew in-ternship program for 60 highschool students each sum-mer and another 60 eachschool year. The summer in-terns participate in volunteeractivities and plan Step UpCincinnati, a community-wide September serviceevent for hundreds of localstudents. The school year in-terns take on a major annualproject. Beginning in Octo-ber, this year’s interns willlearn about social entrepre-neurship, research organiza-tions doing it, develop a busi-ness plan for their ownventure and launch it inMarch.

“The idea would be thatthey generate income, whichwould go toward a cause ofsome kind,” Hansbauer says.“We drive students to thinkbig and to think real.”

High school students canapply to be a part of Ucrewthrough Sept. 19 at www.ugi-ve.org.

Share your thoughts and storyideas with me via Twitter@laurabaverman or emaillbaverman@enquirer.com.

Ugive: Foundations and grantssupport its work and growth

From Page G1

The Enquirer/Tony Jones

Volunteer Erin Wanger, a Seton High junior, helps Randi Price, 6, of Covington, shopduring a yard sale at the Conductive Learning Center.

OnlineGo behind the scenes with Laura Baverman

as she talks with Joe Hansbauer about Ugive.Scan this QR code from your smartphone, andMy Innovations You-Tube channel will pop up.

G2 SUNDAY, SEPTEMBER 18, 2011 THE ENQUIRERBUSINESS

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Now that Labor Day is over I feel compelled to putaway my summer clothes. How do I transition fromsummer to fall when the weather remains warm?What should I be adding to my wardrobe this fall?

Dressing this time of year can be a bit tricky. I agree withyou that after Labor Day most of our summer wardrobeneeds to be put away. All linen, seersucker and light-colored,

summer-weightsuits need to bestored away fornext summer.However, it istoo early in theseason and too

warm to bring out winter-weight clothes such as flannel,tweed and cashmere.

For men, this is a good time of year to stick with the basicssuch as year-round, tropical-weight wool clothes. Darker,more traditional business colors of navy, gray and black al-ways work well.

Richard Breitbeil, professional clothier for Tom JamesCo., suggests adding Old Hollywood colors to your ward-robe: camel, olive and brown along with hints of bamboo,cedar, coffee and emberglow. What is emberglow? (I didn’tknow either.) Emberglow is a “rusty, muted shade of or-ange.”

For women it is time to lose the soft pastels and floralprints from spring and summer. Less is more this season. Gofor a slim-lined, sleek and simple look. Camel and black aregreat options this time of year. Color continues to be big, butthink strong, jewel tones of emerald, deep purple and red.Refined and sophisticated is the silhouette to look for as pen-cil skirts continue to reign and skirt lengths get a bit longer.

I am not a big fan of the mid-calf-length skirts; they canlook dowdy and out of proportion on most women. But I dolike skirts that fall to just below the knee. It’s a look that’sold-school and modern all at the same time. For pants, I amloving the wide-leg and menswear-inspired styles. Pair thesewith a variety of jewel-toned sweaters and blouses, and yourlook will be completely fresh and modern.

As always, great shoes for men and women will immedi-ately update any wardrobe, so be sure to get rid of any shoesthat are worn out and outdated. Make sure your shoes arepolished and well-heeled.

I’m really enjoying many of the trends for this fall, as thelook is pulled together and professional. No more schlumpyand super-casual looks. Head to the online sites and yourfavorite clothing stores and invest in a few key pieces thisseason. Fashion is fun again.

Jill Haney is owner of Cincinnati-based JH Image Consultingand certified with the London Image Institute. Find her blogImage Rules at Cincinnati.Com. Reach her at jill@jhimage-.net or call 513-505-2732. For more information: www.jhim-age.net

Time to dressfor transition

Jill HaneyIMAGE RULES

managers” by giving peoplethe tools to create and drawtheir own conclusions for ourbrands.

HOW DID THESEchanges come about?

With the recent downturnof our economy, our view ofthe world feels vastly morecomplex and chaotic, andpeople are far less interestedin consumption for consump-tion’s sake. … More than ev-er before, the digital revolu-tion has put creative tools inthe hands of the people, giv-ing them channels to broad-cast and dialogue on theirown.

DESCRIBE A typicalday for you.

A typical day is spentworking with our clients andbrand teams to understandtheir challenges and figureout how to reframe them asopportunities. We might bethinking about the future of acategory, the future of abrand. … Much of our day isspent consuming informationfrom everywhere – maga-zines, photos, websites,books, etc. The trick is not somuch being able to think in afuturistic way, but reallyknowing how to help otherpeople use the information.

HOW DO YOU becomea trend forecaster?

Being a forecaster meansthat you have the staminaand passion to take in anenormous amount of infor-mation. You have to have anintensely curious nature …and the ability to intuitivelyknow what’s new and rele-vant. What we really want todo is take people on a jour-ney into the future. The chiefcreative officer at LPK, Na-than Hendricks, likes topoint out that a great forecastis like a rollercoaster ride.You’re very excited, but youare a little scared: “Fear mi-nus death equals fun.”

WHAT GETS YOU mostexcited in your job?

I love it when I have an“aha” or learn something to-tally new, something that ishonestly a new and provoca-tive idea. Something that Iknow will alter the trajectoryof our lives (big or small) isreally inspiring.

WHICH COMPANIESARE on or ahead of thesetrends? Which ones doyou admire most?

Fiat recently used an on-line platform to gather inputinto a new car for its Fiat Miobrand in Brazil. In the fash-

ion world, Polyvore is a greatexample of an online commu-nity of stylists and trendset-ters that enables users to cre-ate style books using theirphotos and the photos of oth-er community members. Ithink Toms Shoes does agreat job of engaging peoplein its brand story, and haseven reinvented a new stan-dard for what corporate altru-ism should look like. Word-press empowers consumersto create and evolve with itsbrand.

WHAT SPECIFICTHINGS do you do totrain the staff or your stu-

dents to think differently?When I teach trends class

at UC, the first thing I ask isto commit to doing threenew things every day. It canbe as simple as listening to anew genre of music or eatinga brand new cuisine. Weneed to break out of routinesand our comfort zones. Be-ing a trend forecaster isabout reporting the “news”from the edges of society. Ifyou think you already knowit all, you’re doomed.

ARE YOU SEEING itpay off?

Our trends practice is oneof the fastest growing capa-

bilities at LPK and is a newway to draw people to ourcompany. But, this is a hardquestion for me to answerobjectively, so I asked a fewcolleagues. On the wholethey felt that before, they re-lied on designers’ intuition.Depending on which design-er you were using you mightget more or less of that. Hav-ing a dedicated trends groupgives everyone at LPK ac-cess to people whose solepurpose in life is to thinkabout the future and to do soin a rigorous and thoroughway, giving LPK’s work morecredibility.

Jacobs: Predicts trends for clientsFrom Page G1

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