Here’s the deal: There’s nothing like your boss calling you into the office and assigning you the tremendous task of creating the next segment of the video series for your website and social media marketing campaign, featuring your latest and greatest project. This is the big leagues and Coach is putting YOU in.
It’s easy to rush down the hall, grab the old banner stand from the closet, and throw on your fanciest pinstripe suit. But before you go to all that trouble, you need to think about how your video will look to your audience and how to best showcase what your business has to offer to make sure you’re shining the spotlight on it in the best way possible.
Certain textures, patterns, and colors can cause some serious camera backlash. Small patterns like pinstripes plaids are generally more difficult to see on video, and the last thing you, your company, or your product needs is to have vibrating patterns and or a blinding color to detract from a positive promotion moment. For that reason, we’ve created a list to help navigate through the good and the bad of TV camera effects.
- Colors to Use:
- Medium/Pastel colors
- Textures and Patterns to Use:
- Larger patterns
- Anything with a matte finish.
- Colors to Avoid:
- Bright Reds
- Light Blues
- Textures and Patterns to Avoid:
- Parallel lines
- Reflective/shiny materials
The last thing you want to worry about when your name is in lights and the countdown to your 15-minutes of fame has started is whether or not people will be able to see you and your product. By avoiding these specific textures, colors, and patterns your product will be in the spotlight and your services will be well communicated as well.
See you on the big screen!
Rock Paper Scissors has enjoyed working with the Community Foundation for Northeast Georgia (CFNEG) for quite some time to help develop the nonprofit’s brand, annual Giving Reports, and providing support for the annual Good2Give Gala. Each summer, we join forces with the CFNEG and marketing consultant Heather Loveridge to share helpful marketing tips for nonprofit leaders. This summer, our focus was Storytelling for Nonprofits.
Over the course of a few hours, we started with a discussion on why storytelling is important for a nonprofit’s brand, then shifted to where nonprofits can find their stories, how they can tell their stories, and then wrapped up with the importance of knowing your audience, and started the process of creating audience personas. We also discussed the elements that make a compelling story, creative ways to tell stories, and some storytelling guidelines.
If you’re a nonprofit leader in need of a little help with your storytelling efforts, we invite you to take a look at some of the highlights of the presentation below. We’ve included the presentation slides as well.
- Storytelling is a part of the human experience. When it comes to your nonprofit, stories are some of your greatest tools for informing people about your brand – who you are, how you got here, where you plan to go, and your mission, vision, values, and more.
- Being a good storyteller is a part of building your brand. As you build your brand, think about the stories you are and will tell about yourself and your organization.
- You need stories because they help you connect!
- Your stories can also help build a foundation for building a future growth strategy.
- In marketing, the role of storytelling is, according to Bernadette Jiwa, to “show your customer how your product makes him the hero of his story.”
HOW to find good stories:
- Don’t just tell a story with facts and figures. Use the story of a real person to tie it together. Your nonprofit needs a “face” – That human element will get people to look at the facts. Give people someone to empathize with.
“It is difficult for people to generate empathy for a group or a collective. Empathy comes from identifying with ONE person, getting into the shoes of that ONE person, and feeling the same emotions as that ONE person.
If you want people to feel something, give them one person to empathize with.” – Jeremy B. Koch, The 5 secrets of great nonprofit storytelling
- Make sure your stories always connect to your nonprofit.
KNOW your audiences:
- You need to know who your audience is and where they are in order to connect with them.
- Most nonprofits have at least a few main audiences: the clients you serve, your donors, your board of directors, and your volunteers, to name a few.
- Building audience personas is a good way to help you identify the types of people you want to connect and share your stories with. Think of it as a profile of the ideal person or types of people you want to reach.
- Use demographic information (age, gender, ethnicity, occupation, income, location, etc.) and psychographic information (personal values, cultural values, behaviors, interests, influences, etc.) to build audience personas for each of your target audiences.
WAYS to share your stories:
- Use your website or blog as the “home base” where your stories will reside, and link back to these stories in social media, emails, and other communications.
- If possible, use video to tell your stories. A recent Google study found that 57% of people who watch a video go on to make a donation.
A few reminders:
- Make time for storytelling. If you don’t make this a priority, chances are it won’t happen.
- Be sure to define how you communicate with your audiences and the type of tone or voice you want for your organization. A lighthearted tone might be appropriate for one organization, while a more professional tone may be ideal for another.
- Be mindful of what information you can share as well as when you need to conceal the identity of the person the story is about. Change their names, or attribute their quote to “survivor” rather than their name.
- Be creative with photography when someone’s privacy needs to be protected (kids in foster care, victims of domestic abuse, etc.).
- Make sure to share the outcome. Don’t end with a cliffhanger!
- Include an appropriate call to action (Donate now! Learn how to get involved, etc.)
We also invite you to download a copy of our Storytelling for Nonprofits workbook so you can start crafting the stories of your nonprofit in a way that will connect with people in a meaningful way.
Click to Download!
If you need further assistance with telling your nonprofit’s stories, please contact us or Heather Loveridge. We are available for consultations, workshops, and creative work (both visual branding and storytelling) and would be happy to schedule a time to work with you and your organization’s leadership team.
Cause and effect. Beginnings and ends. Questions and answers. You can’t have one without eventually finding the other. Business basics are full of these types of unions. Each leadership decision will have a corresponding result. Every campaign launch will eventually come to an end. And sometimes just asking your employees the right questions will get them all the way to the answer.
The same principle should dominate your marketing tactics. The vision for your brand needs to be clear and well communicated – the kind of clarity where each employee can articulate the vision immediately. Your purpose should be sturdy enough to build an entire brand on top of it. That’s REALLY sturdy. So how do you do it? Determine the why.
Your why matters. You are halfway to the goal when you know the motive behind what you’re doing. There’s no one way to identify it and no easy way to articulate it, but there are a few questions you can ask to put you on the path of discovering your purpose.
- What change did you want to make when you started your business?
- How will the pursuit of such change make a bigger difference?
- What are your business’ greatest strengths?
- What is the greatest value your business can contribute to the world?
- How does your brand fit in when you look at the changes others wish to see in the world?
- How will you articulate your purpose in a way that will create trust among your audience and support of your brand?
- What makes you feel alive?
- How can your purpose motivate the people you work with?
Take a look around and you’ll see plenty of examples of brands that know exactly what their why is. TOMS, Warby Parker, Starbucks, and Coca-Cola are just a few that have discovered their why, not only from a business standpoint but also their why for changing the world around them.
Once you identify your purpose and spend good time processing the full vision, your brand can more easily slip into a customized plan of action tailored to its unique shape.
You can’t set sail without a destination in mind or it turns into merely drifting. Don’t drift. Be proactive. Brand purpose should not be a whisper, but a shout. Not a suggestion, but a declaration. Practice daily the discipline of asking yourself why you’re doing that and how it’s going to get you there. Wherever there is.
The joy of purchasing—also know as “adopting”—a Cabbage Patch Kid is all the more pleasing to customers and more profitable to the company, thanks to the ingenuity of Rock Paper Scissors and collaborative efforts of innovative partners. To make the process of online sales easier for both customers and Cabbage Patch employees entailed a complete rebuild of the website with a new content management system (CMS), visual design, and state-of-the-art, custom shopping cart.
Read the rest of “Cabbage Patch Kids Announces a Brand New Online Adoption Process”
Hold on there just a minute, this is January, not December. The season of giving is behind us, right? Not at all. January is a great time to think about how you want to share your resources and treasures in the coming year. Charitable sponsorships should be part of your yearly business plan. By planning ahead, you not only have the time to make a thoughtful selection but you also make sure that you get the most mileage possible from the PR and sponsorship opportunities.
Read the rest of “In the Spotlight: The Spirit of “Giving””