VISUAL STORYTELLING IN THE MEDIA: HOW MULTIMEDIA IS ...VISUAL COMMUNICATIONS MISTAKES Not investing...
Transcript of VISUAL STORYTELLING IN THE MEDIA: HOW MULTIMEDIA IS ...VISUAL COMMUNICATIONS MISTAKES Not investing...
VISUAL STORYTELLING IN THE MEDIA: HOW
MULTIMEDIA IS RESHAPING COVERAGE
9 / 2 2 / 1 6B e t h P e r e l l @ b c p e r e l l
OUR BRAND
IS ICONIC
#1Brand World Value Index
(Enso, 2016)
#3America’s 50 Largest Nonprofits
(Forbes, 2015)
#11America’s 20 Most Inspiring Companies
(Forbes, 2014)
A POWERHOUSE
RETAIL ENTITY
247 million
sales transactions
97 million
donations
3.5 billion
pounds collected
ABOUT GOODWILL®: OUR MISSION
GOODWILL SERVES
2 million in-person
35.3 million virtual services
Youth
Older workers
People with disabilities
Underserved communities
Veterans and military families
People who are unemployed and underemployed
We facilitate learning opportunities and
connect people to jobs and what they
need to advance their careers
GOODWILL IMPACT
312,642
People placed into
employment last year
GOODWILL’S MAIN PR CHALLENGE
INTEGRATING VISUALS IN
MEDIA
WHY VISUAL CONTENT IS IMPORTANT
The brain processes visual information
60,000 times faster than the time it
takes for the brain to decode
text.(source: http://bit.ly/1qzAM7b )
Visual content and video puts a human
face to Goodwill’s mission, and
highlights our success stories
Expands the brand beyond what the public
already knows of Goodwill.
Helps people emotionally connect with our
mission and inspire them to support
Goodwill.
INTEGRATE VISUALS INTO CONTENT
STRATEGY
Invest in high quality images that fit your brand and the story you want to tell.
Think strategically about how to visualize the information you need to share.
Identify ways to use your visuals on multiple channels, in print, online and social media.
Create preapproved visuals that are evergreen, customizable and can be used for different observances.
BUILDING A CONTENT MARKETING TEAM
Regardless of our titles, we are ALL storytellers, writers and visual thinkers.
Share a commitment to communicating the impact of our mission, in whatever form that
might take.
Lean on each other’s strengths and openly ask for feedback.
Team members have diversified skills such as: PR + video production, marketing + copy
editor, social media management + graphic design. Encourage professional
development.
Have great ideas AND be able to execute a plan.
GOODWILL ONLINE NEWSROOM
GOODSTOCK
GOODSTOCK
Preapproved images that can be used
by 164 local Goodwill member
organizations.
SharePoint database of photos tagged
for convenience, easy to download and
integrate into communications
We save money and time by having
these pre-approved photos available.
Our member organizations can use
these photos for free.
New photos are added once a year.
GOODSTOCK PHOTOS ON SOCIAL MEDIA
GOODSTOCK PHOTOS IN MEDIA
GIVE BACK BOX
HALLOWEEN
HALLOWEEN
HALLOWEEN
GOODWILL HALLOWEEN SURVEY
INFOGRAPHICS
GIVE BACK BOX
• Visual way to simply
describe a process or
call to action
• Something simple for
reporters or bloggers to
use in their channels to
help spread the
message
INDUSTRY TRENDS
• Quick, scannable facts about a
broad subject area
• Reporters or bloggers may want to
use if it fits with their content.
BON-TON GOODWILL SALE
• Visual way to understand the impact of our Bon-
Ton Goodwill Sale, a 22 year partnership
between Goodwill and The Bon-Ton Stores.
• People donate their clothes for Goodwill at Bon-
Ton and get coupons for new items at Bon-Ton.
• Helps reporters and the public see the positive
impact on the community and environment.
VIDEO STORYTELLING
CANDICE
Ragan team – can you please embed this correctly? I also provided the digital file for you
in the dropbox folder, if that is better.
Video link: https://www.youtube.com/watch?v=FhigtwZH0Io
VIDEO STORYTELLING TRENDS
Everyone can relate to a good story but not everyone can tell one.
Choose the right subject, someone who can really connect with the audience.
The right subject is not always the loudest or most outgoing person. Look for someone
sincere and honest.
Consider a documentary approach that highlights the personal story.
Only include additional interviews when needed. No CEO in a suit interviews, if you can
help it.
Find other video projects for CEO, if she or he is interested in video, such as videos for
employees or other stakeholders.
VIDEO STRATEGY
Know your audience
Agree on goals and budget.
Determine how you will measure success.
Listen to everyone’s feedback but communicate that not all suggestions will make it into
the final product.
Ask that every “complaint” includes a suggestion for how to make it better.
VIDEO/MULTIMEDIA OPTIONS
• Documentary style
• Stock footage
• Animation/whiteboard drawings
• Long versions and short versions of
videos
GIVE BACK BOX
Ragan team – can you please embed this correctly? I also provided the digital file for you
in the dropbox folder, if that is better.
Video link: https://www.youtube.com/watch?v=Xe6HiD8XRS4
VISUAL COMMUNICATIONS MISTAKES
Not investing in good audio for video projects, especially for speaking and
narration. Use lavalier mics in quiet places, connected to cameras or
smartphones, if you can.
Jumping into a video or visual project without discussing goals, objectives,
audiences and measurement.
TAKEAWAYS
Agree to goals and objectives early on with stakeholders to have clear direction.
Determine the best media to convey your message to your audience.
Develop preapproved collateral that can be used to make evergreen and customizable pieces to get
content out quicker. Examples are preapproved stock photos, letters etc.
Find the right subject for video, someone open, sincere and can take viewers on the journey and
story you want to tell.