How to Plan a Creative Campaign

FROM THE TOP EGG

Valley Food and Farm LogoCampaigns aren’t just for politicians or community activists: they’re useful any time you’re trying to motivate a group of people to think, feel, or act a specific way.

I define a “campaign” as an effort to achieve a specific goal during a measurable time period: get someone elected, sell 100 tickets to an event, or get people to choose a designated driver. A campaign can serve as your entire marketing strategy or as one piece of a larger plan. It usually includes a strong creative component that appeals to inner feelings and motivations.

Good Egg Marketing and Sirius Design recently partnered up to help the Valley Food & Farm program of Vital Communities in White River Junction, Vermont develop a new campaign.

Here’s an overview of our key steps and how the campaign evolved.

—Myrna Greenfield

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How to Make the Most of Free Online Tools

Photo of sculpture of a giant FREE rubber stamp
Photo by Alan Levine, Creative Commons

The Internet is awash with free websites, applications, and tools to help you save time, increase productivity, spy on your customers, and generally do business better. Plus there are countless webinars, eNewsletters, and blogs serving up neat molecules of free advice. Practically the only thing that isn’t free is your time. Here are my tips for getting the best free advice.

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How to Create a DIY Website

The letters URL spelled out in blocksMore than 25 percent of small businesses don’t have a website. And that doesn’t even include the millions of businesses with old sites that look dated, aren’t “optimized” to read easily on a cell phone, and rank poorly in Google searches. If you don’t have an up-to-date site, you’re basically encouraging potential customers to go to another business that does.

While I urge you to hire an experienced web designer if you can, there are so many easy and inexpensive–even free—tools for doing it yourself that there are no more excuses for not having a current site. Yup, you can create a good-looking website without having any technical skills or knowing a lick of code. In fact, there are so many resources out there that the hardest thing about creating your own site may be choosing which tool to use.

Ready to get started?  Here’s our guide for DIY Websites.

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5 Tips for Creating Better Images

Photo of woman on computer
Photo by colorblindpicaso, Creative Commons

Sure, people have been saying, “A picture is worth a thousand words,” for at least a century, but images have never been more integral to effective marketing and communications.  Facebook posts, Tweets, etc. get much more traction when they contain images. Instagram and Pinterest are two of the fastest growing social networks. Giant background images dominate website design.

What’s driving this emphasis on visuals? Millennials, for one thing. Millennials, who will make up 75 percent of the global workforce by 2025, are digital natives who think in images. And the ubiquity of smart phones, free photo editing apps, and live streaming video apps like Periscope and Meerkat.

Are you ready for your close-up? If not, use our 5 tips for creating better images.

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How to Motivate Your Audience with Calls to Action

Wait, What Am I Asking For?
The purpose of a CTA (Call to Action) is to inspire your audience to take some form of action. In a sales or fundraising context, this action is also known as an “ask.” It is critical to define exactly what your goal/objective is in order to determine an appropriate CTA. Do you want a larger following online? Do you want more potential customers (leads)? Do you want existing donors to contribute more? Each CTA should inspire a specific action for a specific purpose.

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Is Your Marketing Having Any Impact?

My colleague Julia Shanks, principal of Julia Shanks Food Consulting, is an expert at helping farms and food entrepreneurs create and use business plans and financial analyses to grow their businesses. She’s also a chef and cookbook author. Not surprisingly, her approach to marketing is very analytical. I invited her to write a guest article to share how she measures her marketing tactics.

Myrna Greenfield

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Are You Millennial Enough?

Take the Pew Research Quiz!
Take the Pew Research Quiz!

Understanding how millennials think and what they value is critical to your success as a business or nonprofit. The millennial generation (born approximately 1980-1996–it varies, depending on who’s counting) is creating fundamental shifts in how we all think, learn, communicate, and act.

So if you want to reach people in this digital age, you need to learn to think like a millennial. Here are some tips on how to be more millennialish.

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4 Ways to Use LinkedIn

I frequently hear my clients and colleagues say, “I don’t know what to do with LinkedIn!”

With 300 million users around the world  (100 million in the US), LinkedIn is the leading online professional directory. Yet, 52.2% of users spend 2 hours or fewer on the site each week.

This amazes me, because if you have a business or job (or want one), I think LinkedIn’s the most useful of all the social media platforms. While it’s particularly helpful for job seekers, recruiters, salespeople and consultants, it’s a great way for almost anyone to connect with people and stay in touch with them. Here are my top suggestions for what you can do with LinkedIn.

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Forget Facebook…Until You Have a Social Media Strategy

social media logosThe key to making Facebook–or any other social media tool–work for your business or organization is to have a strategy for how social media will help you achieve specific goals. So before investing time and resources in Facebook, create your social media strategy

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