Mission-driven organizations can be surprised to suddenly find themselves struggling with employee recruitment and retention. (Wasn't it just yesterday that marketing was the challenge?) For years, being in the social good sector all but guaranteed you could attract and keep like-minded employees. But today, you need to support what is known as your 'employer brand' if you want to attract the talent you need to advance your mission. Let's look at why and how to build a strong employer brand.
5 min read
How to Build a Strong Employer Brand for Recruitment
By Pat Heffernan on 4/12/18 11:00 AM
3 min read
Useful Environmental Paper Certification or Greenwash?
By Dave Bowers on 3/22/18 10:10 AM
If you’re not alert, it’s easier than ever to be snookered these days. You are trying to reduce your environmental impact and so you specify your new brochure should be on certified “green” paper. Environmental certifications on paper products are helpful because they can reassure us that we’re making sound purchasing decisions. But not all certifications are equal.
4 min read
What You Need to Know About Contests & Sweepstakes
By Dave Bowers on 3/8/18 9:58 PM
Contests and sweepstakes are great ways of generating interest and expanding your reach to a target audience. If you want to increase web traffic, reward customers, and gain some new leads to add to your marketing efforts, then you might want to consider having a contest or sweepstakes give-away.
4 min read
On the Power of Words, Labels and Language: Do No Harm
By Pat Heffernan on 3/8/18 10:30 AM
The power of words, labels, language and frames is often a popular topic at the water cooler and lunch table here, but it has been top-of-mind lately. One reason is a recent experience I had when filling out a form to participate in an online forum with people from around the world. The gist of one of the questions was, “How would you describe yourself so other people will like you and want to interact? Explain the social psychology of your response.” It was a daunting exercise.
6 min read
Storytelling Tools to Help Your Target Audience see WIIFM
By Clare Innes on 2/22/18 11:43 AM
Want to gain traction in the early stages of the customer’s journey? Here’s a tip: Step out of your shoes. Your audience wants to interact with someone who has walked a mile in their shoes. Add personality and customer aspirations to your product storytelling and you can unearth fresh, authentic ways to connect. It’s in there, right next to your passion, mission, and vision. Here's how two companies do just that to make “What’s in it for me?” crystal clear.
5 min read
The Psychology of Words: Revealing more than you realize
By Pat Heffernan on 2/8/18 10:00 AM
Thoughts on the psychology of words, word use, pronouns, and social issues have been scurrying across my brain lately. Not that you can’t find me obsessing about words on a year round basis, but words and their implications have been in the news recently and thus on my mind more frequently.
Language is the most common and reliable way for people to translate their internal thoughts and emotions into a form that others can understand. Words and language, then, are the very stuff of psychology and communication. – James Pennebaker
4 min read
Changing Minds: The science behind visual storytelling
By Pat Heffernan on 1/25/18 11:57 AM
Do you feel that?
That tugging sensation on your heart?
You’re not sure why, but as serious, and as focused, and as grownup as you are, you likely just responded to the photo of a child’s joy.
Why?
7 min read
What is the cost of a stunning new website?
By Dave Bowers on 1/25/18 10:00 AM
I wrote about this last in 2010 when unemployment was near ten percent and competition for work was fierce and cutthroat. And while a lot has changed in the past eight years, the components to consider when you want to create a successful new website for your business or non-profit have not.
10 min read
Blogging Tips for the One-Person Marketing Team
By Clare Innes on 1/18/18 12:00 PM
4 min read
New Year Resolutions and Inspiration for the Digital Marketer
By Tara Pereira on 1/11/18 10:00 AM
At the beginning of a new year, it is natural to want to set resolutions both personally, and professionally for your organization. We all start out with the best of intentions, but trying to do too much too soon can set us up for failure in our marketing campaigns or outreach efforts. And while our marketing to-do lists are ongoing, it is important to review and assess our efforts so they are as effective as they can be. Here are some tips and recommendations for resolution success for the coming year.
5 min read
Mission-Driven Marketers: Are You Focused or Fearful?
By Pat Heffernan on 12/28/17 10:00 AM
I am worried. As I wrote earlier, part of creating a persuasive change message is to document and describe the problem before offering a solution built on shared values. My fear is that the blistering acceleration of focus scarcity, or attention deficit if you will, may soon make effective mission-driven marketing all but impossible.
4 min read
In Marketing, Don’t Mistake a Shiny New Tool for Your Goal
By Pat Heffernan on 12/21/17 8:25 AM
One day as I flicked through a group of RSS and Twitter feeds for a client in education, I came across a sketch that made me chuckle in recognition. Bill Ferriter, a.k.a. @plugusin on Twitter, posted a reminder for educators: “What do You Want Kids to Do With Technology?” I chuckled to myself because several of the wrong answers listed for educators also regularly bedazzle small businesses and nonprofits into confusing a new tool (or shiny object) with a marketing goal.