Using Visual Messaging to Drive Advocacy - CampaignTech East Panel 2014

ISSUE ADVOCATE - USING VISUAL MESSAGING TO DRIVE ADVOCACY

4.10.2014

ISSUE ADVOCATE - USING VISUAL MESSAGING TO DRIVE ADVOCACY 4.10.2014

Meet the Panel

Ericka AndersonHeritage Foundation@ErickaAndersen

Ember FarberAmerican Alliance of Museums@AAMers

Samantha OsborneThe Prosper Group@SamanthaO

Adrienne RoyerFederation for American Immigration Reform@AdrienneRoyer

Adam PeckThinkProgress@AdamReports


Tools and Tactics

• What are some best styling practices?

• How does copy relate to the visual?

• How do you measure success?




Free Tools for Great Visuals








Style Guidehttp://socialmediatoday.com/pamdyer/2005276/social-media-image-dimensions-ultimate-guide

http://socialmediatoday.com/pamdyer/2005276/social-media-image-dimensions-ultimate-guide

http://socialmediatoday.com/pamdyer/2005276/social-media-image-dimensions-ultimate-guide


Additional Resources

• Infographics:

– Piktochart: Nonprofits can apply for an annual subscription for $39.99.

– Google Docs: Best tool for making maps of the U.S. and other charts


Additional Resources

• Graphic and Image Generators:

– PicMonkey: online photo editor & collage maker

– Canva: users can purchase stock photos for $1 each and design graphics for any social media size

– Creative Commons Search: Source for photos & images that are licensed to be reused


Visual Content on Social Media Networks

• How does each network differ?

• How do you determine what/where to post content?

• How do you repurpose graphics?





Typical infographic with a 4:1 ratio.

Designed on Piktochart.


After FAIR learned that activists were printing off infographics and using them as fliers, we started designing infographics to fit on 8.5x11 paper.

8.5x11 infographic designed on Piktochart


Creating Visual Content

• How do you handle user generated content?• Do you need a graphic designer on staff?• How do you create content with a limited

budget?• Designing for your audience-how do you

factor in culture and demographics?


What we do well:

• Dynamic use of graphics and visuals from news coverage and museums.

• Ask questions and link to key material in posts.

•Participate in timely trending topics (#AprilFools)



Room for Improvement: • Our CFM blog posts generate an automatic FB post, and we post our Advocacy Alerts

• The basic templates provide visuals for posting, but we could develop much stronger ones for this purpose





The Process of Creating Content Step 1

Step 2

Step 3

Content Strategy

Content Creation

Content Dissemination


Design for Your Audience:

Know the heroes (and “enemies”) of your supporters & activists!


Design for Your Audience: Create a series of graphics to reinforce key messaging.

No Amnesty. No Deal. No Conference.Ran from Sept. – Nov. 2013Series of 16 graphics + a Facebook cover photo.

Ended when Speaker Boehner gave press conference repeating campaign almost word for word.


Design for Your Audience:Hook key messages to seasonal themes and news hooks.


Design for Your Audience:Understand cultural benchmarks, interests, online patterns & behaviors of your supporters in addition to demographics.


Questions?

Marketing

Using Visual Messaging to Drive Advocacy - CampaignTech East Panel 2014