storytelling & strategic communicationsyour full-service digital agency usability audits...
TRANSCRIPT
Presented by Avi Kaplan, Senior Director of Digital Services and Communications Wizard at See3 Communications
Storytelling & Strategic Communications
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See3 is the digital agency for do-gooders. We work with nonprofits and social causes, activating people to change the world. Through developing videos, websites and digital strategies, we deliver on goals like fundraising, advocacy, awareness, recruitment and more.
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● Mobile Responsive Websites
● Campaign Microsites
● Online Annual Reports
● Custom Mobile Apps
● CRM Integration
● Web Maintenance & Support
● Conversion Optimization
● Technology Assessments & Usability Audits
Your Full-Service Digital AgencyStrategic Communications
● Communications Strategy
● Digital & Social Media
● Content Marketing
● Email Marketing
● Capacity Building
● Branding & Storytelling
● Fundraising Campaigns
● Advocacy Campaigns
● Documentary
● Motion Graphics
● Live Action
● 2-D and 3-D Animation
● Personalized Video
● Gala Event Video
● Explainer Videos
● Video Distribution Strategy
Web Design & Development
Video Production
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› Do good
› Create change for what we believe in
› Always work with candor, collaboration and respect › Strive for quality and creativity › Live and work with optimism
Our Values
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storytelling starts with strategy.
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Some principles of our process● Understand your strengths and weaknesses ● Segment the audience and get to know them● Map messaging and channels to audience segments● Implement quick wins and best practices for video and all
types of content, focused on list growth● Invest in the people and processes for content success
through training and coaching● Make sure your data is managed in a way that brings the
maximum value to the organization as a whole
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Our 3 Phase ProcessDiscovery + Research
Asking the right questions
Organizational Alignment
Revealing the path
Implementation + Support
Getting our hands dirty
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Discovery + Research
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Organizational Alignment
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Implementation + Support
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Expected Results● A cohesive and aligned story ● Buy-in across the organization● More efficient content creation process● Higher email opt-in rates, less list churn● Greater success in upgrading to greater engagement● Attracting passionate mission-aligned advocates
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taking your strategy to the next level with a great story.
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the hero’s journey
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who’s the hero of your story?
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the organization
the funder
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the funder
the organization
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and the end of broadcast
“Inadequacy marketing”
Corporate marketing shifts - consumer as hero
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What’s your story?Hero Your supporter(s)
Ordinary world Kansas, the Matrix...where are they now? What’s the status quo?
Mentor You! How can position yourself as a mentor (and not as the hero)?
Obstacle Relates to the struggle in the ordinary world
Elixir What are you giving them to bring back?
New world How does the new world look different? How has the hero changed for the better? #Bridge16
hero, hub, hygiene content strategy
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#15NTCvideostrat | March 2015
hero
hub
hygiene
herolarge-scale, tent-pole events or “go-big” moments designed to raise broad awareness
hubregularly scheduled “push” content designed for your prime prospect
hygienealways-on “pull” content designed for your core target
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#15NTCvideostrat | March 2015
storytelling is not just about viral videosconsistent content is key
hero hub hygiene
act like an advertiser
act like a youtuber
original design by Brendan Gahan
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What can you share that will add value?
How will you frame that content?
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Keep it simple!
Make it personal.
Make em’ laugh, make em’ cry.
Make it authentic.
tips for successful storytelling
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STA
GN
ATI
ON Inertia
Apathy
Fear
Isolation
Self Doubt
Urgency
Anger
Hope
Solidarity
YCMAD
MO
TIVATIO
N
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| #SM4NP | @Michael_Hoffman #Bridge16
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Questions?
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Thank you!Avi Kaplan
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