In an effort to maintain the confidentiality of client work product while offering an example of my background developing company style guides and teaching technical writing, I offer this excerpt from class presentation materials with the client’s name “redacted.” It seems the most ethical way to convey my skill and experience while respecting that the work product is published and taught internally for the company’s 600+ employees across 18 offices in eight states. tech writing class excerpt
Author: Kelly Owens
And from whose mouth dropped this pearly bit of wisdom? Mine own.
More than once, in fact — in every meeting we’ve had recently with a new or potential client, since social media is a component of nearly every proposal we’ve written lately, and a part of every job we’ve landed unless it is 100% straight print.
Oh (I whine in a non-annoying way), I don’t have time to update our blog — I’m ghost-writing four other blogs every week, plus all the writing I have to do like website content, print ads, a ton of collateral, ghosting clients’ Facebook fan pages, Twitter feeds, e-newsletters, blah blah blah socialmediacakes.
But I THINK about our blog constantly. Given the choice, I’d be blogging every day because I have an opinion on everything. In theory, this blog is supposed to have some parameters that keep me within the rather elastic bounds of advertising, marketing, and media; selling stuff; how badly brands/people are selling stuff; how cleverly stuff is sold with out anyone realizing they were, in fact, sold something, or they don’t care because it was so well done; egregious marketing ploys; any time the Wall Street Journal writes about something that I find amusingly outside its purview; I think you get the picture. And did you notice I dropped the “royal we” at some point? Because this is my responsibility, like the creative direction and graphic design are Steve’s. The blog just really ties the room together, man.
So, my random attached-to-no-holiday resolution (although I could pin this onto Labor Day…) is to get back to blogging monthly for Alchemy, and start posting our clients’ news as well when we had a hand in it. Because in addition to always having something to say about someone or something, we have a lot of new work and new clients to talk about, and they deserve the attention.
Speaking in generalities, I think creatives have opened a door and walked their clients right through into a commercial reality in which people over 50 are still attractive and sexually viable, women come in all shapes and sizes, families sometimes have two moms or two dads, tattooed people are not criminals, love is dissolving racial boundaries (*bows down to Cheerios*), and the sales discourse ranges across formerly taboo subjects like incontinence, ED, toenail fungus invading the red carpets of Hollywood, and so much more.
Another has opened, and it stands starkly in contrast to all of the warm, fuzzy, and often funny/cute holiday adverts that sprinkle us with yummy sparkling bow-tied rainbows of consumerism. There has always been one or two of these maudlin little :30 tales of heart-tugging, home-for-the-holidays manipulation. But this year, as Advertising Age pointed out, ads number in the double digits that aim to have you sobbing; you can troll for them on its sister site, Creativity-Online.com. More > “Holiday Joy? Kinda.”
There is an indisputable fact when it comes to promoting clients on social media: You need to know your audience. More and more often, we’re finding we must tailor our efforts to address “millennials” as a serious and influential target group.
So, do you need to speak to them differently? The answer is both “yes” and “no.”
Some relatively interesting figures and facts came out over the last week that are of some interest to people whose livelihood is based on advertising creativity and what’s going in our industry of spastic identifiers – some examples being, “New model, multidisciplinary marketing communications firm; creative and strategic boutique; full-service advertising business; fully integrated marketing agency; and (my personal oh, aren’t-we-hip fav), a disruption company.”
SNAPCHAT. According to the Sunday Financial Times (you’ll need a sub to read the story), views have tripled from May to date and now total 6 billion per day. The takeaway? This messaging app is THE HOTTEST new toy – I mean tool – for marketers. More > “Watch How I Get Facebook Stats, Selena Gomez, and Man Buns into a Post About the Ad Industry…”
Outing a rumor that’s been orbiting around the Twiitterverse, tech site Re/Code and the Wall Street Journal reported last week that founder and newly appointed CEO Jack Dorsey (then interim) is spearheading a project code-named “140 Plus” that would purportedly extend the service’s signature 140-character limit.
Feel free to read all about how this is because Twitter needs to grow its user base, monetize, evolve, compete with other social media platforms, blah blah blah, selfie sticks. According to co-founder Ev Williams, during an interview with Bloomberg TV at the Vanity Fair New Establishment Summit in San Francisco, the market-watchers’ focus on Twitter’s user growth, which has stagnated at 316 million people, is overblown. The company has done a good job of driving revenue, he said, though he acknowledged the service wants to rope in more users.
How’s that for a headline? And yet we’re not being overly provocative here – the last week has seen some of the most over-the-top (or under-the-bottom, to be 100% accurate) and under-the-radar branding campaigns go viral, at least in the ad trades.
First, Facebook rolled out a logo “refresh” that only font wonks noticed until Facebook had to point it out – the company, now allegedly valued higher than Walmart, dropped the Klavika font it started with in 2005 to a custom, in-house designed font still used on the familiar blue background.
According to Adweek, “the new typeface is an attempt to ‘modernize’ the logo and make it appear more ‘friendly and approachable,’ says Josh Higgins, Facebook’s creative director. Higgins also noted that Facebook explored many options but ultimately landed on updating its logo instead of redesigning it completely.”
So, we had a new addition to Alchemy, and even though it was extremely difficult for such a control freak (yes, me), she wrote some stuff, too….KMO
On April 26th every year, the World Intellectual Property Organization (WIPO) celebrates World Intellectual Property Day to promote discussion of the role of IP in encouraging innovation and creativity. I was just reflecting upon this while advising copyrights to a potential client regarding the promotion of her children’s music and storybooks. Then our office experienced a social media etiquette faux pas during an online marketing campaign for one of our retail destination client’s outdoor concert festival events.
Part of our job was designing all of the graphics needs for posters, signage, print and digital ads, and a collection of imagery to use on social media that would capture Facebook viewing attention and brand this “Peace Love & Wellness Music Festival” for our client, while making this artwork available for use by any of the participating retail tenants, businesses, vendors, and the bands. This particular client uses events as its primary source of marketing, outside of a year-round general branding campaign, and we have fun creating visual identities for each event. The Peace Love & Wellness campaign proved very successful with image likes and shares growing viewership to its 3rd Annual event page more than 100% over last year’s page. The ROI was worth the effort.
More > “Intellectual Property in the Social Media”
A while back, I wrote a blog post for Alchemy that featured a long-form advert that mashed up the Internet’s obsession with cat-based cuteness and the super-cut, sweaty aggro look of sports apparel and fitness beverage spots. It spoke of my admiration for this fully blown viral campaign for Mars Petcare’s Temptations Treats for Cats. The centerpiece was a truly inspired YouTube video (link to come later, because this post really isn’t about it yet).
Almost five months later, I received an email from a very friendly person at the brand’s PR firm pitching me a new campaign constructed in the same fashion: hook, hashtag, user engagement, full media campaign, digital content, social media — and a new video:
While I appreciate the video a whole bunch and contributed to its views and shares (that is a seriously catchy vibe, Los Saicos), what I’m writing about is that this gigantic corporate enterprise and its agency found my blog post. And responded to it.
I find that level of digital search-and-conquer impressive. It reminds me that our efforts leave a pixelated trail of breadcrumbs that can circle back to our clients when we handle this whole integrated media thing properly.
If you’re the least bit curious about the post that provoked the response, here it is.
There was a brilliant article making the rounds in the creative community last week, on the new advertising industry website called CampaignLive.com, the US version of a UK publication whose corporate parent owns, among other things, PR Week.
The author starts the article with a statement that ripped through social media like a spike heel: “The woman who does not require validation from anyone is the most feared individual on the planet.” Writer Kat Gordon makes a case for 2015 being the year women in advertising use social media as the accelerant to create a better ad world than the one where agencies still refer to “women’s accounts” as “mops and makeup.”
While a lot of what she says is a bit of “inside baseball” to those not specifically in the ad industry, anyone in marketing/communications – whether public relations, advertising, corporate communications, social media, outside agency, in-house marketing, or some combination thereof – should understand that pinkwashing isn’t going to cut it anymore. “Female Empowerment Advertising” is yesterday’s Chromebook. Women now make up 52% of the population, so we are remarkably helpful and creative when it comes to understanding how to approach an overwhelmingly female marketplace. Let’s just say we know whereof we speak. As Gordon says, “I’m talking about calling out everything, ranging from all-male creative departments to wage disparity to things we do mindlessly like STILL have Miss America-types handing out the hardware at award shows.”
So, regardless of your gender, if you are looking to engage the female consumer, you better be thinking like a woman.