How to emotionally engage with your community

Posted by Tara Pereira on 7/23/15 10:00 AM


Helping your community emotionally engage with you is a great indicator of marketing success. Building an emotional connection can take many forms. And because of one company’s success in connecting, I recently found myself in a position that would never have occurred to me. I had to explain to my eight-year-old son that the president of his favorite company passed away. My husband and I actually had to sit down and discuss how we were going to handle it before “the talk.”

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Topics: Marketing Strategy

The Five Worst Photography Mistakes

Posted by Brad Pettengill on 7/16/15 10:00 AM

You need strong images for your marketing campaign and you've decided to use photography as the best way to evoke an emotional response, build your brand and effect change in the hearts and minds of your audience. Whether you're creating images for your blog or website, social media, or shooting high-end product photos, here are 5 common mistakes you'll want to avoid.

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Topics: Best & Promising Practices, Design

See Opportunities for Your Website Using Analytics

Posted by Dave Bowers on 7/9/15 10:00 AM

As marketers, we strive to drive traffic to your website where a wealth of information about your company, organization, products, or events is just waiting to be discovered. You want visitors to find you, learn more about what you offer, and then move on to take some type of action – like buying, calling, or donating. But sometimes barriers or friction seem to disrupt the visitors' path and they leave your website prematurely. How do you find and fix the problem?

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Topics: Measurement, Metrics and KPIs, Tools and Technology, Website Security, Maintenance & Optimization

15 Fascinating Podcasts You Don't Want To Miss

Posted by Pat Heffernan on 7/6/15 12:30 PM


Last year may have been declared the “Golden Age of Podcasts”, in no small part due to the run away popularity of the weekly podcast Serial, NPR's first podcast spinoff of This American Life. But it wasn’t until 2015 that the President of the United States appeared on comedian Marc Maron’s WTF and there are 285,000 podcasts up and running, heard by an estimated 39 million Americans a month, many of them affluent and highly educated[1]. Whether or not you’ve been hooked since 2005, as I must confess I’ve been, now is the time for communicators to explore podcasts. As the Content Marketing Institute’s Joe Pulizzi noted: “Opportunity? I certainly think so.”


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Topics: Book, Video & Website Reviews, Fun, Tools and Technology

Change Convos Monthly Top Picks: 5 links we loved in June

Posted by Pat Heffernan on 7/2/15 1:30 PM


It’s summertime in Vermont. Time for sunny days and warm weather. And time to catch up with friends over a great meal for lively conversation. Here are our monthly top picks for conversation starters this month — a recap our five favorite links from around the web in June. And read on to discover the top five stories from here on the Change Conversations blog.
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Topics: Fun, Purpose, Mission, Values, Framing and Reframing

National brands: How to engage and market locally in Vermont

Posted by Tara Pereira on 6/25/15 10:00 AM

For national brands and organizations, marketing locally and engaging a target community can be challenging without extensive preparation and research.

When you look at this picture what do you see? Soft serve? Vanilla ice cream with chocolate sprinkles? A creemee with jimmies? There is no wrong answer, but how you answer depends on where you live. And if you were to include this image in a Vermont print ad and call it softserve, many locals would know right away that you weren’t a local company.

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Topics: Communication and Marketing

How To Help Your Team Keep Up With Marketing Change

Posted by Pat Heffernan on 6/22/15 1:55 PM

Trying to help your team keep up with the incredible rate of marketing change? And keep on top of your daily work, and keep your brain open to thinking in new ways, and model continuous learning, and get the amount of sleep recommended for optimal brain performance? It’s tempting to say: “Good luck with that.” But the reality is there are known strategies and resources that work for high performers across sectors and in businesses of all sizes. Let’s look at core strategies and a few top choices for resources.

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Topics: Our Brains, Communication and Marketing


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