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Getting the Most From Your Communications & Marketing Tools


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Once you know your message and your audience, how do you make the most effective web and print tools to connect them? I provide examples of how Bureau Blank has helped government agencies and nonprofits do just that.

Presented at PolicyLink's 2015 Equity Summit in Los Angeles, CA on October 27, 2015.

Published in: Government & Nonprofit
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Getting the Most From Your Communications & Marketing Tools

  1. 1. Getting The Most From Your Communications Tools
  2. 2. 2 Hi. I’m Adrian.
  3. 3. Bureau Blankisateamof11designers, strategists,webdevelopers,andproject managersbasedinNewYorkCity. Weprovidedesignandtechnologytools foraspecialcommunityofclients whoare workingtomakelivesbetter. 3
  4. 4. Wecreatedanameforthiscommunity: GAIN Government+Academia+Infrastructure+Non-Profit 4
  5. 5. Oneprincipleiscoretoourworkwhen designingvisualmaterials,shapingcontent, andbuildingdigitaltools: Audience Above All Allcommunicationisforpeople.Whenpeople takeaction,changetakesplace.Therefore, communicationcancreatechangewhenitis designedtohelppeopletakeaction. 5
  6. 6. Audience Above All
  7. 7. Oneprincipleiscoretoourworkwhen designingvisualmaterials,shapingcontent, andbuildingdigitaltools: Audience Above All Allcommunicationisforpeople. Whenpeopletakeaction,changetakesplace. Communicationcancreatechangewhenitis designedtohelppeopletakeaction. 7
  8. 8. Audience Above All Allcommunication isforpeople. Whentheright peopletakethe rightaction, changetakesplace. Communicationcan createchangewhen itisdesignedtohelp peopletakeaction.
  9. 9. Website Project Example: Client: New York Cares NYC’slargestvolunteerserviceorganization Assignment: Redesigntheorganizationwebsite. TheirGoal: Getmorepeopletosignupforprojectsandbecome frequentvolunteers. 9
  10. 10. Not bad, but… Before 10
  11. 11. …users surveyed before the redesign said the website didn’t make signing up for projects easy. Thesite: *Didn’tmaketheprocessclear *Providedtoomanyoptions *Didn’tworkonmobilephones 11
  12. 12. After Added ability to search from the homepage. 12
  13. 13. After Added dashboard for volunteers to track project and time goals. 13
  14. 14. Print Project Example: Client: NYC Commission on Human Rights Agovernmentagency Assignment: Designpublicawarenesscampaigngraphics. TheirGoal: Buildawarenessofnewlaws. 14
  15. 15. “Building awareness” often falls flat by saying too much to too many people. Always challenge yourself and your team to be sharp with a message that can elicit emotion from one audience type. 15
  16. 16. What’s a sharper way of saying this? Local Law Intro No. 261-A, the Stop Credit Discrimination in Employment Act is a new amendment to the New York City Human Rights Law and is now in effect. 16
  17. 17. 17
  18. 18. 18 We took a similar approach to promote awareness of the Fair Chance Act.
  19. 19. 19 With both ads, our goal was to establish confidence through the design and messaging. •Boldcolorsinarestrictedpalette •Typethatiseasytoread •Clearhierarchyofdesign elements •Bumpersticker-friendlyheadline (8wordsorless) •Useof“You”topersonalizethe message
  20. 20. Remember… Designandtechnologyaretools,notmagicwands. Yourteamstillhasworktodo. Inmessaging,B SharpsoundsbetterthanB Flat. 20
  21. 21. Thank you! Adrian J. Hopkins Director of Strategy 646-485-7286 Certifications MBE:NewYorkCity+NewYorkState DBE:NewYorkState