Telling your story and the impact you have can be difficult. It takes planning and resources, so here are a few tips on how to DIY a “Behind the Scenes” marketing campaign.
First, spend some time thinking about the actual project/initiative you’re working on and what kind of behind the scenes story you want to tell. Are you working with a photographer to get some client stories for your website? Or maybe putting together your Fall line of sustainable accessories? Each one will call for a slightly different approach.
Take pictures and video of everything.
- Equipment, accessories, production assembly line
- Transporting and going to venue
- Setting everything up
- People in action
- Team meetings and gatherings
- Taking a break and having fun
Take notes and ask questions
- Capture funny things said and profound insights from participants
- Get someone that participated to write about what it was like from their point of view.
Now edit and upload
- Post 1-2 per day on your social media accounts. If you have multiple accounts try to use slightly different angles and cropping, so that it doesn’t seem like the same exact picture is being used. Add text to provide context, tag people, and use a hashtag.
- Combine a few into grids using apps like Layout.
- Add some to your blog or website.
- Using an app like Canva and design a graphic with a quote from one of the participants
- Feature a short synopsis of the day by one of the participants on your blog or website.
A few things to keep in mind
- Bring extra cameras
- Have someone dedicated to taking pictures and talking to participants
- Be flexible and a fly on the wall
- Tell a story using images and interviews
- Don’t be a perfectionist
Everyone loves to see how things come together and get a glimpse behind the curtain. This is your opportunity to showcase your dedicated team and the hard work they put in—even if it’s a team of one.
Have you done a behind the scenes campaign before? What worked and didn’t work?
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Your in-house designer is great, but what if you could have a design consultant to really help your organization be more effective and forward-thinking. With an in-house designer, you’re already ahead of the game. They are great at helping plan and create the graphics and materials you’ll need, but are often times bogged down producing and can’t stop to think about the big picture, or help with strategy. That’s where a design consultant can help by looking at both the macro and micro, as well provide your designer with tools to make their job easier.
A design consultant is your creative director when you need one, and can help you with:
- assist with implementation
- provide recommendations
- diagnosis the problem
- provide solutions
As well as:
- make your organization more efficient and effective be providing you with systems and strategies
- build consensus by working with your stakeholders and getting them all on the same page
How do you strengthen your in-house designer’s role?
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I love creative, interesting businesses that make a difference. I also love to eat. When you combine these two, that’s when things really start to get interesting. For a long time making a profit meant that you didn’t care about the community or changing the system. That is no longer the case.
I first visited Union Kitchen, near Gallaudet University, a few years ago. It seemed like a cool place — hip, but not pretentious, with different types of food to choose from and interesting people in front of, and behind, the counters. I didn’t realize how much more they had to offer and how big their mission was.
Find a need, fill it, and fill it again
It all started when co-founders Jonas Singer & Cullen Gilchrist, of The Blind Dog Café, needed a commercial kitchen, and moved into a warehouse that was too big. They looked for others to share the space and soon realized they had other needs in common. By offering membership and business services, Union Kitchen could help local businesses create and prosper, and contribute to building the city they wanted to live in. And so their focus grew — becoming a food incubator working to create a profitable, sustainable, and just food system.
It’s so much more than food
Union Kitchen has a mission to bring local products to market in a way that drives community development. Sprinkled around the city, you’ll find Union Kitchen’s grocery store, production facility, and pop-up shop. All of which are meant to touch a different aspect of food and the community.
Supporting local food trucks, restaurateurs, bakers, caterers, and food entrepreneurs Union Kitchen is able to serve them in a multitude of capacities, covers all the bases. Some of the local products you find at Whole Foods are thanks in part to them, and some members have even moved on to opening their own brick and mortar shops. They believe whole-heartedly in the Made in DC movement.
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If you’re hungry, need a gift or ingredients, or are even a budding entrepreneur, Union Kitchen has something to offer. And you can be sure that you’re helping to create the community we want to live in. Visit http://unionkitchendc.com/
to learn more about how they make local scalable.
I’ve decided to offer free design consultations to potential clients. Why? Helping nonprofit and social-driven leaders use design and creativity to increase their impact lights my fire. I honestly think about it all the time. I also know that setting a budget for some nonprofits and social enterprises can be tough especially if they never invested in design before.
There is a different way of working
I want to show you what thoughtful design can do and how to leverage the resources you have.
You don’t have to invest $$ right away. I believe in sharing knowledge and resources. I believe that with understanding a bit about the problem you’re facing, a solution will be in reach. A solution that allows you to use your existing resources, as well as a big hairy one that makes your heart pound with excitement.
First I’ll ask you to answer a few questions about your organization and the problem you’re facing. This is standard procedure. It helps designers figure out what the actual deliverables might be: a 5-page website, a 20-page annual report, a new identity with a stationary package, etc., etc. It may come as a surprise, but often people say they want one thing, but after a few probing questions it turns out they need a lot more.
Ideas for the taking
After I review your answers, I’ll spend time brainstorming your issue. We’ll schedule a video, or in-person, chat where we can talk about how you might go about designing the social impact you dream of and bounce a few ideas around. What you do afterward is up to you.
You can take the idea and DIY it, hire someone else to do it, or we can begin officially working together to make it happen.
If there was ever a magic potion for picking the brain of a seasoned creative…this is it. Email me at email@example.com because I can’t wait to get started.
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Have you realized that you need to bring your “A” game to your social impact design and marketing, but not sure how to start? It’s time to call for help. Someone that not only produces great work, but understands your needs, and that you would actually like working with.
“Design is not just what it looks like and feels like. Design is how it works.” — Steve Jobs
In order to make that possible, you have a bit of homework. Here’s how you get your sh*t together before any actual designing takes place:
- Figure out what the problem is that you’re trying to solve. Are online sales down? Is no one opening your emails? Everyone gets your org. confused with a different one? You get the idea. This is gold for designers. We love to solve problems and look for unique ways to do it.
- What will success look like: is it raising $$$, getting more subscribers to your newsletter, getting your audience to take you seriously. This will help us come up with creative solutions.
- Be realistic about how much you can spend. This number might change after you look around and see how much campaigns, branding, etc., actually cost.
- Start looking at different designers/agencies to get a feel for how they work, their strengths and personalities. Ask around for recommendations.
- Ask for a consultation. You might have to pay for one, but it will help you get a feel for each other.
When was the first time you invested in your organization’s design? How was the experience?
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