VISUAL STORYTELLING IN THE MEDIA: HOW

MULTIMEDIA IS RESHAPING COVERAGE

9 / 2 2 / 1 6B e t h P e r e l l @ b c p e r e l l

OUR BRAND

IS ICONIC

#1Brand World Value Index

(Enso, 2016)

#3America’s 50 Largest Nonprofits

(Forbes, 2015)

#11America’s 20 Most Inspiring Companies

(Forbes, 2014)

A POWERHOUSE

RETAIL ENTITY

247 million

sales transactions

97 million

donations

3.5 billion

pounds collected

ABOUT GOODWILL®: OUR MISSION

GOODWILL SERVES

2 million in-person

35.3 million virtual services

Youth

Older workers

People with disabilities

Underserved communities

Veterans and military families

People who are unemployed and underemployed

We facilitate learning opportunities and

connect people to jobs and what they

need to advance their careers

GOODWILL IMPACT

312,642

People placed into

employment last year

GOODWILL’S MAIN PR CHALLENGE

INTEGRATING VISUALS IN

MEDIA

WHY VISUAL CONTENT IS IMPORTANT

The brain processes visual information

60,000 times faster than the time it

takes for the brain to decode

text.(source: http://bit.ly/1qzAM7b )

Visual content and video puts a human

face to Goodwill’s mission, and

highlights our success stories

Expands the brand beyond what the public

already knows of Goodwill.

Helps people emotionally connect with our

mission and inspire them to support

Goodwill.

INTEGRATE VISUALS INTO CONTENT

STRATEGY

Invest in high quality images that fit your brand and the story you want to tell.

Think strategically about how to visualize the information you need to share.

Identify ways to use your visuals on multiple channels, in print, online and social media.

Create preapproved visuals that are evergreen, customizable and can be used for different observances.

BUILDING A CONTENT MARKETING TEAM

Regardless of our titles, we are ALL storytellers, writers and visual thinkers.

Share a commitment to communicating the impact of our mission, in whatever form that

might take.

Lean on each other’s strengths and openly ask for feedback.

Team members have diversified skills such as: PR + video production, marketing + copy

editor, social media management + graphic design. Encourage professional

development.

Have great ideas AND be able to execute a plan.

GOODWILL ONLINE NEWSROOM

GOODSTOCK

GOODSTOCK

Preapproved images that can be used

by 164 local Goodwill member

organizations.

SharePoint database of photos tagged

for convenience, easy to download and

integrate into communications

We save money and time by having

these pre-approved photos available.

Our member organizations can use

these photos for free.

New photos are added once a year.

GOODSTOCK PHOTOS ON SOCIAL MEDIA

GOODSTOCK PHOTOS IN MEDIA

GIVE BACK BOX

HALLOWEEN

HALLOWEEN

HALLOWEEN

GOODWILL HALLOWEEN SURVEY

INFOGRAPHICS

GIVE BACK BOX

• Visual way to simply

describe a process or

call to action

• Something simple for

reporters or bloggers to

use in their channels to

help spread the

message

INDUSTRY TRENDS

• Quick, scannable facts about a

broad subject area

• Reporters or bloggers may want to

use if it fits with their content.

BON-TON GOODWILL SALE

• Visual way to understand the impact of our Bon-

Ton Goodwill Sale, a 22 year partnership

between Goodwill and The Bon-Ton Stores.

• People donate their clothes for Goodwill at Bon-

Ton and get coupons for new items at Bon-Ton.

• Helps reporters and the public see the positive

impact on the community and environment.

VIDEO STORYTELLING

CANDICE

Ragan team – can you please embed this correctly? I also provided the digital file for you

in the dropbox folder, if that is better.

Video link: https://www.youtube.com/watch?v=FhigtwZH0Io

VIDEO STORYTELLING TRENDS

Everyone can relate to a good story but not everyone can tell one.

Choose the right subject, someone who can really connect with the audience.

The right subject is not always the loudest or most outgoing person. Look for someone

sincere and honest.

Consider a documentary approach that highlights the personal story.

Only include additional interviews when needed. No CEO in a suit interviews, if you can

help it.

Find other video projects for CEO, if she or he is interested in video, such as videos for

employees or other stakeholders.

VIDEO STRATEGY

Know your audience

Agree on goals and budget.

Determine how you will measure success.

Listen to everyone’s feedback but communicate that not all suggestions will make it into

the final product.

Ask that every “complaint” includes a suggestion for how to make it better.

VIDEO/MULTIMEDIA OPTIONS

• Documentary style

• Stock footage

• Animation/whiteboard drawings

• Long versions and short versions of

videos

GIVE BACK BOX

Ragan team – can you please embed this correctly? I also provided the digital file for you

in the dropbox folder, if that is better.

Video link: https://www.youtube.com/watch?v=Xe6HiD8XRS4

VISUAL COMMUNICATIONS MISTAKES

Not investing in good audio for video projects, especially for speaking and

narration. Use lavalier mics in quiet places, connected to cameras or

smartphones, if you can.

Jumping into a video or visual project without discussing goals, objectives,

audiences and measurement.

TAKEAWAYS

Agree to goals and objectives early on with stakeholders to have clear direction.

Determine the best media to convey your message to your audience.

Develop preapproved collateral that can be used to make evergreen and customizable pieces to get

content out quicker. Examples are preapproved stock photos, letters etc.

Find the right subject for video, someone open, sincere and can take viewers on the journey and

story you want to tell.

THANK YOU

Beth Perell

@bcperell

(240) 333-5367

beth.perell@goodwill.org