POSTERS for the PEOPLE Public Image Guide 3/7/12
Posters for the People – Public Image Guide • p1 of 27 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com
TABLE OF CONTENTS Public Image Works Overview..................................................................................................3 Action Plan .................................................................................................................................4 Action Plan Checklist......................................................................................................5 Identity ........................................................................................................................................6 Core Elements..................................................................................................................7 Running Your Own “Identity Evaluation & Audience Mapping” Session.................8 Visual Identity.................................................................................................................12 Message Identity............................................................................................................18 Experience Identity........................................................................................................21 Promotions................................................................................................................................23 Best Practices................................................................................................................24 Ongoing Regular Communications Checklist............................................................25 Special Promotions Checklist......................................................................................26 Social Media Strategy ...................................................................................................28 Social Media Outlet Inventory......................................................................................31 Power Mapping.........................................................................................................................33
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Getting attention in today’s world can be challenging. It’s no longer enough to rely solely on traditional media or grassroots engagement to get a story out to the public and garner support. But with so many concerned people and new forms of media, the time is right for making the most of communications to catch attention and inspire action. At Social Impact Studios, we’ve developed a unique approach to communication & promotion called Public Image Works. Public Image Works combines the best of marketing principles and organizing practices to call attention to important issues and to mobilize action for success.
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An Action Plan
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A Distinguished Identity
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Vibrant Promotions
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A Relationship
We hope all the files, tools and tips in this manual will help you enhance your Public Image and achieve your inspiring goals.
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Power Map
YOUR STRATEGIC ACTION PLAN You have a vision for your efforts and you want to see it realized. To be successful, you need sound strategy and a good plan that keeps the many moving parts on the same focused track - whether it’s for a particular campaign or a whole organization. Here are steps you can take to assure that you have a good start - and if you are already up and running, it helps to confirm your plans moving forward!
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A defined Team
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A common Vision
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Goals
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Timeline: Short, Medium and Long Term
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Activities to reach the goals
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Concrete Action and Results
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Resources
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Communications & Promotions Plan
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ACTION PLANNING CHECKLIST __ 1. PLAN TO HAVE A WRITTEN PLAN Whether you have large, long-term goals or immediate needs, you should have a well-defined plan IN WRITING to help everyone stay on the same page. __ 2. DEFINE YOUR TEAM __ Who’s involved? •
Ennis Carter o Founding Director, Social Impact Studios. Founder & Author, Posters for the People o Leadership specialty. Public ambassador for project
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Alex Peltz o Co-Founder & contributing editor, Posters for the People o Research & context o Website o Public ambassador for project
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James Koivunen o Promotions & Editorial o Website maintenance o Book & Poster order fulfillment
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Phil Carter o Research & context o Editorial content
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Michelle McCormick o Exhibition Installation o Overlap with labor industry
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Ben Wyskida o Crossover Promotion Posters for the People – Public Image Guide • p5 of 27 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com
__ What’s your common Vision? •
Promote positive, progressive social values
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Celebrate these values through striking visual art and strong messaging
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Protect an American legacy that is not protected by the U.S. Gov’t o Document as much information that remains about posters made under WPA o Protect the artifact itself or image of artifact to provide the documentation (physical anthropology) – as opposed to purely written information
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Keep the history and values of New Deal/Progressive Gov’t alive
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Connect that history to our contemporary times to help us learn from the past and inform ideas for building a sustainable society.
__ Who does what? See team descriptions. Fit each person’s specialties to their roles. •
Ennis – oversee, promotion, power mapping, research, design
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Alex – help oversee, research, design, website
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James – promote, fulfill orders
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Phil – writing & editorial, WPA music overlap
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Michelle – installations
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Ben – crossover promotions & power map opportunities
__ Practical matters • NEED TO CREATE BUDGET within Social Impact Studios budget __ 3. ASSESS YOUR SITUATION We are in a good position with Posters for the People, having established our place as the go-to for information about WPA posters. Assets: •
Passion & love of the posters themselves
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Solid foundation of research that coordinates known information about the posters
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Turn key exhibit
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Lots of different written material & imagery – including published book
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The start of a supportive network and Power Map
Challenges: •
Website archive not fully functional yet
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More research to be done!
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Limited resources – time & money
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Needs more promotion (has been linked to website archive status) Posters for the People – Public Image Guide • p6 of 27 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com
__ 4. ESTABLISH YOUR GOALS __ Short/Medium Term Measures of Success – specific goals •
Get the website fully functioning by last week of April
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Major promotion of re-launched website starting May 1
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Promote archive & book from May through Election season (and ongoing)
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Sell books & posters to fund work
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Get photos of the posters in New Orleans and permission to use them
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Grow archive
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Regular communication with core supporters – at least 4 times this year
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Contact 4 core institutions in every capital city in every state (except HI & AK) o Historical society, Art Museum, Library, Major University
__ Long Term Outcome – larger goals and intangible results •
Call attention to positive secular, social values and American quality of life o Use categories we’ve already established from the book
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Promote the idea of a government/society and its leadership that takes care of the quality of life needs of ALL people in the U.S.
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Spur thoughtful conversation and support of Progressive candidates in this general election year (possibly call on leaders and candidates to support those values?)
__ General Timeline •
March/April o Get website to be fully functional o Prepare for exhibit to open May 3rd in Rahway o Promote project with highlight on exhibit & archive launch
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May – Election Season o Promotion o Expanded research RETURN TO TABLE OF CONTENTS
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YOUR DISTINGUISHED IDENTITY The most distinguished public awareness efforts have demonstrated the importance of “Identity” to catch attention and inspire action. Identity is a combination of how you understand your own organization (internal) and how you convey that understanding to others (external). It includes fundamental brand elements such as name and logo, but also important aspects like language, images, sounds, experiences and engagement style. Your full Identity offers a glimpse into your organization’s mission, values, goals and unique qualities. When everyone within your organization really feels the Identity it is easy for the story to be represented externally – and a strong Identity can propel your organization and goals forward for lasting impact.
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Internal Understanding
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Visual Identity
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Message Identity
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Sensory Experience
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Interactive Experience
A strong and consistent Identity can make a difference in your daily operations too. It can help you in your first level of engagement. It can reach the people who need to know about you the most and guide you in your interactions with them. It determines who might call you, how you answer that call, and what you say and do when you hand out a new business card. Public Image Works tools in the Guide comprise a foundation for a Distinguished Identity. We hope that they will help you tell your story in the many ways that can inspire your audiences.
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CORE ELEMENTS Internal Identity Understanding VISION: What would the world look like if you achieved your goals?
Sustainable social values would help everyone achieve their best quality of life. VALUES: What approach will you take to achieve that Vision? How should people in your organization act?
Shared values help society and community live well with each other. Our actions need to represent a belief in supporting everyone’s basic need to live and thrive. We need to create positive opportunities for people to be their best, connect with each other and be inspired to take on the challenging work of building and maintaining a balanced society where everyone lives the best life they can live without exploitation of people or destruction of the environment. UNIQUE QUALITY: What sets you apart from others who share your Vision?
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We value the use of communication (and positive propaganda) to promote the vision and values above. We believe that artifacts and material culture are an important part of life and help people remember and connect to inspiring values. We believe that simplified ideas/messages are important to reach a lot of people. But, we don’t think they can take on the full responsibility of creating results. Propaganda is an important way to start the conversation and inspire people to act. The work still needs to be done all the time to create and uphold a positive, sustainable society. We value the historical lessons we can learn from Progressive past – specifically the New Deal era.
MISSION: How do you make the most of your Unique Quality to contribute to achieving your Vision?
Posters for the People is a “citizens’ initiative” that is creating the most comprehensive archive of posters made under the United States’ New Deal Federal Art Project from 1936-1941. Through field research and a virtual, online archive we strive to provide a full picture of these posters that were part of a large-scale federal government program, but never recorded as an important collection of American art. Experts estimate that 35,000 designs were made by poster artists during the WPA era, but only about 2,000 have been documented. We seek to fill in the blanks of this historically important record of innovative art and social programs in the U.S.
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TONE: How do you want to come across to others?
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Passionate Celebratory Values-based Fun
WORK AREAS: Through which areas of work do you achieve your Mission?
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Research Documentation Exhibits Direct experience Conversation Promotion
WORK PRODUCTS: Your core Work Areas are connected to your Mission – your purpose for being. Given dynamic changes, your Work Products may change, grow or discontinue. Each year, it’s good to review how day-to-day Work fits into the larger Work Strategies
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Website Book & Poster reproduction sales Exhibits Articles & talks o Crossover with Andrew Ferrett’s “New Deal Film Festival” o Crossover with Berley Brothers
PRIORITY AUDIENCES: Who helps you achieve your Mission?
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WPA buffs History buffs – especially New Deal era Graphic Design/Print Poster collectors Advertising/PR folks Progressive political people (pro-gov’t, pro-people) Issue specific that are represented in the categories (e.g. Prosperity & Opportunity = workforce devo, etc.) WE NEED TO PLOT THIS OUT USING ALL THE CATEGORIES RETURN TO TABLE OF CONTENTS
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VISUAL IDENTITY PEOPLE RESPOND TO STRIKING VISUALS Your Visual Identity is directly related to your overall presence you’re your audiences. It’s an opportunity to visually express your mission and aspirations – and to literally show them who you are and what you do.
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Logos
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Colors
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Fonts
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The style of graphic art elements
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Photos
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Composition
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Flow of information
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Materials
VISUAL LOGO FAMILY
WE NEED TO CREATE A LESS COMPLEX VARIATION – a logo/bug
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VISUAL PHOTO STYLE ORGANIZATION’S PHOTO STYLE: Striking and Bold! The posters are images themselves. We need to use them as much as possible. But, we also have a rich collection of exhibit & event photos that show how people come together to celebrate this topic in fun and interesting ways. We need to update our collection of photos and use them as much as possible. NOTE: the photos that JJ took at the Gala Expo need permission before they can be used in promotion.
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MESSAGE IDENTITY YOUR MESSAGE MUST BE STRONG Effectively communicating the ideas represented in your Visual Identity completes the cycle of a strong Organizational Identity. Your message and the way you communicate it have tremendous ripple effects. Like your Visual Identity, messaging can attract, repel, or excite potential audiences, so it must be clear and concise the first time and every time.
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Names
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Slogans
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Greetings
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Short verbal introductions
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Long verbal presentations
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Short written phrases
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Long written phrases
MESSAGE NAME: Posters for the People: Art of the WPA NICKNAME: Posters for the People ONE LINER A Citizens' Initiative: Documenting and presenting the most comprehensive archive of WPA posters known to exist! SMALL STATEMENT Posters for the People is a “citizens’ initiative” that is creating the most comprehensive archive of posters made under the United States’ New Deal Federal Art Project from 1936-1941. Through field research and a virtual, online archive we strive to provide a full picture of these posters that were part of a large-scale federal government program, but never recorded as an important collection of American artifacts. Experts estimate that 35,000 designs were made by poster artists during the WPA era, but only about 2,000 have been documented. We seek to fill in the blanks of this historically important record of innovative art and social programs in the U.S. – and present it back to the public. MEDIUM STATEMENT NEED TO WRITE/EDIT FROM EXISTING MATERIAL
RETURN TO TABLE OF CONTENTS
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EXPERIENCE IDENTITY MOVE PEOPLE TO ACTION Your organization offers a complete experience for everyone – staff, volunteers and participants alike. Sensory experience is a very important aspect of your Identity and can help you reinforce your important mission with your audiences. Consider how they can be used in your environment, in your interactive experience and at events.
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Sounds
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Smells
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Touch
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Taste
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Interaction
SENSORY Experience Identity SOUNDS People talking. WPA-era music. When possible, we should also feature music that was commissioned and written/performed by WPA workers. Is there a contemporary version of music or sounds that can connect us to this social history – connecting to values and quality of life. TASTES Simple foods. Locally grown or produced. Franklin Fountain ice cream. Occasional use of “depression food” like soup, bread, etc. But we should be careful to position that as hearty and simple, not just food for the poor. SMELLS ? Is it paper and ink? TOUCH Hands-on screen printing experience. Paper, ink on paper. INTERACTIVE EXPERIENCE User-friendly and interactive. We MUST be able to feed the archive easily and make it easy for other people to update information online themselves. RETURN TO TABLE OF CONTENTS
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VIBRANT PROMOTIONS Getting a compelling story out to audiences is key to the success of any project. For people to benefit from your efforts, they need to know about the opportunities and be moved to participate. Beyond the primary audiences, getting publicity on a state and national level can help bring more support and provide modeling for other initiatives too. Public Image Works takes a unique approach to PR that involves more than just the selling of products – instead, it includes the promotion of socially valuable ideas and action. By emphasizing a connection between marketing goals and value-based goals, you can create a comprehensive and meaningful campaign that gets the attention it deserves.
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Communications Calendar
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Traditional Media & Public Relations
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Grassroots Outreach
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News & Social Media
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Events & Unique Experiences
Public Image Works tools in the Guide can help you plan for Vibrant Promotions. We hope that they will help you tell reach your audiences effectively and move them to engage in your work.
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GETTING ATTENTION IN TODAY’S WORLD TIPS •
The field is crowded and there is more competition for attention
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Promotion has moved beyond one-way delivery to predominantly interactive delivery
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People expect to interact with Identity & Promotion on different levels and on their own terms
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People decide to “buy” based on a perceived value to them
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People value being valued
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People like to be “in on” information
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Word of mouth is still the best form of promotion, especially in social marketing where resources are limited and networking possibilities are many. Today, word of mouth isn’t strictly verbal. It comes in many forms.
STORYTELLING BASICS -
Use your Identity language in Promotional efforts
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Identify your main Audience and develop stories that will catch their attention first
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Be direct and straightforward with language
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Find “universal themes” to help develop stories
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Remember: Who, What, Where, When, Why & How
RETURN TO TABLE OF CONTENTS
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ONGOING REGULAR COMMUNICATIONS CHECKLIST Create a regular communications calendar for ongoing efforts with timelines and budgets. __ Annual Update - a report? an e-report? __ Other Regular Updates - Newsletters or other updates __ Website Updates __ e-News __ Fundraising Appeals __ Social Media Updates __ Face-to-Face Meetings __ Collateral Material, including giveaways and special items
RETURN TO TABLE OF CONTENTS
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SPECIAL PROMOTIONS CHECKLIST ACTIVITY TITLE: Posters for the People REAL launch & exhibits TIMEFRAME: May 2012 through Election Day DESCRIPTION: Updated website and re-energized effort to create the most comprehensive record of WPA posters known to exist. WHAT IS THE GOAL OF THIS ACTIVITY?: Call attention to our project. WHO IS THE POINT PERSON (PEOPLE)?: Team. WHO IS THE MAIN AUDIENCE?: Same as above audiences in Identity section IDENTITY OVERLAPS: “A Citizens’ Initiative presented by Social Impact Studios” WHAT IS THE ACTION/OUTCOME DESIRED? • Increase hits to website by 20% • Increase book & poster sales by 20% • Increase archive by at least one new poster! WHAT IS THE MESSAGE? Shared secular social values should be promoted. It’s the foundation of our democracy, helping us keep our eye on aspirations and quality of life for everyone.
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PROMOTIONAL OUTLETS BRAINSTORM -Earned Media: (When others write about you in the press. You don’t have control over the outcome) Best Practices: 4-8 wks for long lead, 3-4 wks for local media, 4 wks for free listings. Print, TV, Radio, 2 wks for blogs and online magazines, include plan for “Thought Leader Profile.”
-Grassroots Engagement Best Practices: Distribute materials (posters/flyers/postcards/doorhangers), local group meetings, cross-over events
-Events Best Practices: Organizations hold at least one event a year, Campaigns at least quarterly
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Turn-key exhibit Screen printing demos Film festival
-One on One Communications Effective Outlets: Through regular publications, Meetings, Invitations, document through Power Map
-Strategic Placement Best Practices: Posters/flyers/postcards 4 wks prior to event, Advertising 2-4 wks ahead, Billboard/transit advertising, Cross marketing with others
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Permanent exhibit up in the Studios that travels as necessary
-Merchandise/Giveaways Effective Outlets: Contests, wearables, giveaways that fit with the mission of the initiative
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Posters Ice Cream
FORMATS: - Print Posters for the People – Public Image Guide • p22 of 27 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com
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Virtual Events Word of Mouth
COST FACTORS (Plan for the admin details of getting $ allocated, approved and payment timeframes) PHOTOGRAPHER NEEDED?: SCHEDULE:
SOCIAL MEDIA OUTLETS INVENTORY
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√ = Doing it
L = listing only
OUTLET
MAIN PURPOSE
PRIORITY PRACTICE
Scrapbook, Links, Photos, Videos
Create a PAGE not a Personal Profile
Frequent bits of information
Reciprocate by FOLLOWING others
Automatically updates to our Social Impact Now Twitter feed
Should update
RESOURCES
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Linked In
Professional Networking
Create a profile for the organization, not just people
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YouTube
Videos
Set up a Channel
How about a virtual exhibit? We have the film festival up there
Flickr or Picassa
Photo Archives
Set up Galleries/Albums
Add gallery to our own website?
Issuu
Self-Publishing
Tag what you publish
Abstracts of the book?
FourSquare
Place-Based
Claim your venue/set up
We should do something with this https://foursquare.com/business/merchants
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Place-Based Challenge Game
Build off of existing platforms
Good opportunity for poster giveaways. Come to our exhibit and get points.
Kickstarter
Fundraising
Emphasize the urgency/time sensitive nature through all your comm outlets
We should raise $ for photography/licensing costs. Start with New Orleans
Groupon
Fundraising/Special sales/Marketing
Market deals that YOU would want
Visual scrapbook bulletin board
Post visually interesting stuff!
Tumblr or Blogger
Blog tool
Post unique content
Wikipedia
Online profile
Have a few different people create and add to the profile
Google Maps
Place-Based
Claim your location
MeetUp
Bringing likeminded people together
Follow up with people after event
SCVNGR
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? Anything here? http://www.groupon.com/g-team
NEED TO DO THIS!
Opportunity to gather people at exhibits?
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RELATIONSHIPS ARE POWERFUL Relationships are the life-blood of any effective effort. How you activate those relationships can be a critical factor of your success. Power Mapping helps you identify the people who can help you achieve your goals – and helps you connect them what’s most important. Many individual leaders are good at making and maintaining powerful relationships, but few organizations utilize the interconnected nature of them for even more effective and meaningful encounters. A Power Map can be the basis of a database – but its real purpose is to assure that important people are being reached in a strategy that fits with immediate needs and long-term goals. Public Image Works tools in the Guide can help you map and connect to your valued relationships more effectively. We hope that they will help you tell engage people who support you the most and build new relationships with people who need to hear your story!
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MANAGE INFORMATION & ACTION •
Person
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Organization
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Contact Info
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What’s the best way to reach them?
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What is their pet issue?
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Where are they on spectrum of support?
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What is their specific power and/or expertise?
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Who’s the best person to contact them from your team?
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What specific thing will you ask of them now?
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Who else are they connected to on this or other lists?
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Action Steps, Notes & Log
POWER MAPPING CHECKLIST __ Map based on Goals, Key Audiences, Immediate Needs & Communication Plan (see “web”) __ Start with the top 5 people most supportive of your efforts __ Identify one NEW and UNCONNECTED person for each segment of your “web” __ Grow the list after you have mapped and activated core & unconnected
TIPS __ Identify a Power Map manager __ Engage with the Power Map regularly to move people closer to the center of engagement __ Use a tool to manage your Power Map RETURN TO TABLE OF CONTENTS Posters for the People – Public Image Guide • p26 of 27 Questions? Call Social Impact Studios: 215-922-7303 ennis@socialimpactstudios.com or james@socialimpactstudios.com
We currently have the following collections of people interested in Posters for the People: • MailChimp e-list (80+ people) • Facebook fans (365 people) • WebEx records (144 people) • Everyone who’d ever bought something from our online store In addition to that, we have the following internal resources for reaching people about Posters for the People – we should develop these beyond purely promotional resources to expand the Power Map for the project: • Social Impact MailChimp e-list (1900+ people) • Rahway Arts & Culture people • Dodge Foundation • Michelle Knapik • Robert Reich • Leni Uddyback-Forston U.S. Dept of Labor • Kevin McCabe, Former NJ Commission of Labor • Nettie Roth • Kathleen Anders • Vera Bock’s family • Sid & Scott Brion • Chris DeNoon • All repositories • Others?
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