HMC Branding Across Different Media 8-27-13
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Transcript of HMC Branding Across Different Media 8-27-13
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A Creative Agency for Good
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#FUNKNJUNK
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#FUNKNJUNK
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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?
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Get Method!
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Understand your Audience
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Staff is the first audience!
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Understanding Your Needs
Fundraising
High touch volunteers
Skilled volunteers
Advocates
Knowledge sharing/Thought Leadership
Mass understanding/Adoption
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Audience Levels
Misconceptions; Those who “Get it”; Ambassador
Value; Challenges; Messaging
PROFILE: Josh
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Crowdfunding or
Coffee
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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?
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The Minimum
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Think Integrated-ly
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The Minimum
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Content Matters
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What it takes
Video/Film/Infographics$3,000 - $50,000
4 - 6 weeks
1 Internal Coordinator
15 hours internal
Purpose/Call to Action
1 - 2 Script Revisions
1 – 2 final revisions
Document Sharing
Hi res logos
Publishing date
Platform (Vimeo for hi res, YouTube for sharing, Visual.ly)Description, Keywords
Promotion (Premiere>Blog > Press Release > Newsletter > Social > Listen)
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Budgeting
Scarcity vs Abundance
Life Time Value$ 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
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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
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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
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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)