HMC Branding Across Different Media 8-27-13

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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/10Wc5Ik

Published in: Design, Technology, Business
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HMC Branding Across Different Media 8-27-13

  1. 1. A Creative Agency for Good
  2. 2. #FUNKNJUNK
  3. 3. @davidgloss
  4. 4. #FUNKNJUNK
  5. 5. 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?
  6. 6. Get Method!
  7. 7. Understand your Audience
  8. 8. Staff is the first audience!
  9. 9. Understanding Your Needs Fundraising High touch volunteers Skilled volunteers Advocates Knowledge sharing/Thought Leadership Mass understanding/Adoption
  10. 10. Audience Levels Misconceptions; Those who “Get it”; Ambassador Value; Challenges; Messaging PROFILE: Josh
  11. 11. Crowdfunding or Coffee
  12. 12. 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?
  13. 13. The Minimum
  14. 14. Think Integrated-ly
  15. 15. The Minimum
  16. 16. Content Matters
  17. 17. 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)
  18. 18. 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 Wrong http://www.youtube.com/watch?v=HRJeJ8aJWi8
  19. 19. 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
  20. 20. 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
  21. 21. 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) #FUNKNJUNK @hmctwit heresmychance.com
  22. 22. Thank you! @davidgloss dave@heresmychance.com

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