hmc branding across different media 8-27-13
DESCRIPTION
A review of basics around branding, social media, personality, content (video / infographics) and metrics for building a strong community. Reminder that all attendees received a $500 voucher to be used on any infographic, video or other asset before the end of 2013. Claim your voucher by filling out a Creative Brief for the project here: http://bit.ly/10Wc5IkTRANSCRIPT
A Creative Agency for Good
#FUNKNJUNK
#FUNKNJUNK
Personality
Are you more masculine or feminine?
Are you more millennial or boomer?
If you were a car, what type would you be?
What celebrity most embodies your organization?
What adjectives most describe your personality?
Get Method!
Understand your Audience
Staff is the first audience!
Understanding Your Needs
Fundraising
High touch volunteers
Skilled volunteers
Advocates
Knowledge sharing/Thought Leadership
Mass understanding/Adoption
Audience Levels
Misconceptions; Those who “Get it”; Ambassador
Value; Challenges; Messaging
PROFILE: Josh
Crowdfunding or
Coffee
Channel Selection
What are your resources/capacity?
How customized can you be?
Where do you want people to end up?
What are your peers doing?
What are your idols doing?
Can you think integrated-ly?
The Minimum
Think Integrated-ly
The Minimum
Content Matters
What it takes
Video/Film/Infographics$3,000 - $50,000
4 - 6 weeks
1 Internal Coordinator
15 hours internal
Purpose/Call to Action
1 - 2 Script Revisions
1 – 2 final revisions
Document Sharing
Hi res logos
Publishing date
Platform (Vimeo for hi res, YouTube for sharing, Visual.ly)Description, Keywords
Promotion (Premiere>Blog > Press Release > Newsletter > Social > Listen)
Budgeting
Scarcity vs Abundance
Life Time Value$ x # x T = LTV
$500 x 1 x 3 = $1,500
Investing in your Community
Dan Pallotta – The Way we Talk about Charity is Dead Wronghttp://www.youtube.com/watch?v=HRJeJ8aJWi8
Measurement
# of event attendees
# of post event website visits
% growth in newsletter driven engagement
% growth in online contributions
# of articles and media inquiries for org expertise
# of requests to get involved
# of new committee members
# of job inquiries
# of committee members matriculating to the board
Best Practices
Know who you are
Set a content calendar, by channel and audience
Meet weekly or bi-weekly
Have content in the hopper
Segment Audiences ongoing
Cross pollinate (Newsletter opens to social engagement or in person)
Write your own content
Resources/Offers
HMC Digital Audit – http://bit.ly/11Yjl26
HMC Personality Profile – http://bit.ly/15gEYhE
HMC Creative Brief – http://bit.ly/10Wc5Ik ($500 voucher)
