A Choice, Not a Compromise Slid… · A Choice, Not a Compromise Creative Strategies for Changing...
Transcript of A Choice, Not a Compromise Slid… · A Choice, Not a Compromise Creative Strategies for Changing...
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A Choice,
Not a CompromiseCreative Strategies for Changing the
Narrative about Manufactured Housing
Tuesday, November 15, 2016
#MakeItAChoice
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Today’s Speakers
Tara CollinsDirector of Communications &
Resource Development, RUPCO
Sean Luechtefeld (moderator)Associate Director of Communications,
CFED
George ParkerPartner, Parker Lane LLC
Carl HillDirector of Marketing, Clayton Homes
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Tara CollinsDirector of Communications &
Resource Development
RUPCO (Kingston, NY)
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STRATEGY: Start telling stories about people and how
their lives have changed by a having a HOME (which
also happens to be a manufactured home)
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Give Housing a Voice
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Carl HillDirector of Marketing
Clayton Homes (Knoxville, TN)
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• Mars Hill,
NC
Next Step®
Customers
• Clayton Built™
Homeowners
The Woody Family
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George ParkerPartner
Parker Lane LLC (Louisville, KY)
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Your Questions Answered
#MakeItAChoice
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Examples, Resources & References
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Challenges We Need to Address
• Dispel long-standing myths
• Stop telling the manufactured home story that revolves around last resort housing choice
• Stop using language that reinforces myths– “Low-income”
– Affordable housing
– Those people
• Abandon trying to change everybody’s perspective about manufactured housing
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Solutions
WE need to
• CHANGE the narrative
• HIGHLIGHT the family, their story, the impact
• CHOOSE better language
• FOCUS on “Home,” why it matters and its benefits
• BE the advocate
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Marketing 101: Keep it Simple
• Our Audience: Who are we talking to?
• Our Goal: Why are we talking to them?
• Our Call to Action: What do we want them to do?
• Our Message: What do we say to them?
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Make a Video in 10 Minutes or Less
• Download the app, sign up for an account• Select Create Video• Select Style & Music (arrow forward when
done)• Edit Video• Preview, Fix title!• Continue Editing or Save & Produce video• Download
• https://youtu.be/X4woG6zBw2Q
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Make a Quick, Messaged Image
• Download the app• Select background• Double tap to change the text• Select SAVE & CLOSE• Select a font style• Select a font color• Tweak you image• DONE
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Make a Talking Photo
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Resources
• Nonprofit Marketing & Communications
• Video Production
• Smartphone Apps
www.techsoup.org/community/community-initiatives/short-course-in-digital-storytelling-preproduction
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Why do we insist on talking about this?
VS.
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We should be talking about this…
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Start telling stories about people and how their lives have changed by a having a HOME (which also happens to be a manufactured home)
https://youtu.be/cjWrTrgmaE01-1:05, 4:46-end
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Give Housing a Voice
![Page 29: A Choice, Not a Compromise Slid… · A Choice, Not a Compromise Creative Strategies for Changing the Narrative about Manufactured Housing Tuesday, November 15, 2016 #MakeItAChoice](https://reader035.fdocuments.in/reader035/viewer/2022071100/5fd8c50c013ac306c82b2403/html5/thumbnails/29.jpg)
Challenges We Need to Address
• Dispel long-standing myths
• Stop telling the manufactured home story that revolves around last resort housing choice
• Stop using language that reinforces myths• “low-income”
• affordable housing
• Those people
• Abandon trying to change everybody’s perspective about manufactured housing
![Page 30: A Choice, Not a Compromise Slid… · A Choice, Not a Compromise Creative Strategies for Changing the Narrative about Manufactured Housing Tuesday, November 15, 2016 #MakeItAChoice](https://reader035.fdocuments.in/reader035/viewer/2022071100/5fd8c50c013ac306c82b2403/html5/thumbnails/30.jpg)
Solutions
WE need to
• CHANGE the narrative
• HIGHLIGHT the family, their story, the impact
• CHOOSE better language
• FOCUS on “Home,” why it matters and its benefits
• BE the advocate
![Page 31: A Choice, Not a Compromise Slid… · A Choice, Not a Compromise Creative Strategies for Changing the Narrative about Manufactured Housing Tuesday, November 15, 2016 #MakeItAChoice](https://reader035.fdocuments.in/reader035/viewer/2022071100/5fd8c50c013ac306c82b2403/html5/thumbnails/31.jpg)
Keep it Simple: Marketing 101
• Who are we talking to?
(Our Audience)
• Why are we talking to them? (Our Goal)
• What do we want them to do? (CTA: Call to Action)
• What do we say to them?
(Our Message)
![Page 32: A Choice, Not a Compromise Slid… · A Choice, Not a Compromise Creative Strategies for Changing the Narrative about Manufactured Housing Tuesday, November 15, 2016 #MakeItAChoice](https://reader035.fdocuments.in/reader035/viewer/2022071100/5fd8c50c013ac306c82b2403/html5/thumbnails/32.jpg)
Make a video now in 10 minutes or less• Download the app, sign up for an account• Select Create Video• Select Style & Music (arrow forward when
done)• Edit Video• Preview, Fix title!• Continue Editing or Save & Produce video• Download
• https://youtu.be/X4woG6zBw2Q
![Page 33: A Choice, Not a Compromise Slid… · A Choice, Not a Compromise Creative Strategies for Changing the Narrative about Manufactured Housing Tuesday, November 15, 2016 #MakeItAChoice](https://reader035.fdocuments.in/reader035/viewer/2022071100/5fd8c50c013ac306c82b2403/html5/thumbnails/33.jpg)
Make a Quick Messaged Image• Download the app• Select background• Double tap to change the text• Select SAVE & CLOSE• Select a font style• Select a font color• Tweak you image• DONE
![Page 34: A Choice, Not a Compromise Slid… · A Choice, Not a Compromise Creative Strategies for Changing the Narrative about Manufactured Housing Tuesday, November 15, 2016 #MakeItAChoice](https://reader035.fdocuments.in/reader035/viewer/2022071100/5fd8c50c013ac306c82b2403/html5/thumbnails/34.jpg)
How to make
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Resources ListNonprofit Marketing & Communications
Video Production
Smartphone Apps
www.techsoup.org/community/community-initiatives/short-course-in-digital-storytelling-preproduction