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Moped Mileage Report Produced by Moped Productions, LLC
Executive Producer
Maureen Isern
Director of Marketing & Development
Ashley Faison
Digital Marketing Manager
Ingrid M. Alvarez
Affiliated Writers
Zachary Dominitz Thaler Pekar Lisa Smith |
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Moped's Mileage Report
May 11, 2010
Volume X
How do we describe what Moped does? Nearly every day I find myself answering that question. At our core is the desire to tell stories that deserve to be told, which need to be told. The focus on working with nonprofit and mission-based organizations has been a testament to our pursuit of meaningful stories.
Where we also saw and continue to see new growth is in businesses wanting to tell their stories through engaging, high-energy sales reels... presentation reels... pitch (aka "vitch") tapes... or sizzle reels depending on the company you keep. And we've been happy to witness great growth at that point where the two genres intersect: for profit storytelling with mission-based results, in the case of Corporate Social Responsibility (CSR), Cause Marketing and Branded Content.
That's our economy and 2010 Q1 Report, if you will. On the larger scale of the business economy, the same combination of powerful storytelling from companies that are teaming up with cause-based organizations is climbing in rank among marketers. Our feature this month kicks off a series of cause-marketing articles we'll be sharing, as we look at cause marketing as predictably the largest area of growth in the marketing sector.
At the core, what we do in the case of the nonprofit outreach communications campaigns, and what we do in the case of the pitch reels we facilitate, is one and the same. We tell stories and we sell stories. We mobilize missions by exercising video as a central vehicle to an interactive and integrated communications campaign. That's how I describe Moped. And as you'll see in the overhauling changes to come in our website, blog and overall brand, it's the direction we've been moving in for quite some time. We are just now getting around to updating our own story.
- Mo Isern
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 The Case for Cause Marketing
Despite month after month of grim economic news, companies are still engaging in cause marketing. In fact, just a few months ago the New York Times ran a piece on the boom in the sector. Why cause marketing? Even though it's hard to measure the return on investment, it still makes good business sense in today's tight economy.
The biggest argument in favor of cause marketing ROI is that companies continue to do it. Industry group Cause Marketing Forum reports that in Q1 of 2010 alone, more than 30 major cause marketing initiatives were announced by US companies. Firms like American Express, P&G, eBay, Avon and Southwest Airlines are partnering with non-profit groups like The Nature Conservancy and the American Heart Association to educate consumers on the benefits their products offer - and to get consumers' attention.
Research has shown that corporate/non-profit partner programs can make a product stand out in today's noisy, crowded marketplace. According to a March 2010 study by the Cone Nonprofit Marketing Trend Tracker, 78% of Americans say that cause marketing gets their attention. Successful tactics have included timing a cause around a yearly event or time of year, building strong local connections with audiences, and, when possible, securing celebrity backing.
The newness of cause marketing may have worn off. But, for the time being - and even in this tight economy - as a tool for reaching the consumer, cause marketing is here to stay. In fact, despite conflicting reports from traditional economic indicators, cause marketing is one area that is expecting record growth this year - 6.1% to be exact.
So how will companies be spending their increased budgets? In 2010, expect to see companies supporting their causes through programs aimed at improving visibility through social media, at point-of-purchase, on packaging, and with ad campaigns. Also, look for companies to link their causes with brand loyalty programs. Working together, both work harder, creating big wins for brands.
SIDETRACK: Why use video when it comes to Cause Marketing? Video IS the digital star according to industry reports. Check out the numbers in our blog post by Zachary Dominitz of Call2Action.com.
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Venues for Videos - Targeting Your Marketing
Here's one question that gets asked a lot: Once we produce a
campaign using video, what do we do? Where can potential clients actually see our content? The answer: lots of places. As we develop content and distribution
strategy, we think multiple venues, we think versatility.
Your own website.Think of your customers, donors, and clients as audiences. Videos are a highly
effective, attention-grabbing means for introducing your business to new
audiences, more deeply connecting with existing audiences, and inciting new
thinking and action across the board.
Your electronic newsletter and blog. For topical videos discussing new services, latest
achievements, or timely news and events, your member/subscriber-based platforms
are perfect venues for offering information to a welcoming audience.
Social networks and video platforms. The presence of video on social media websites and
video platforms has grown tremendously. It's an essential resource for multimedia marketing, bringing your
message to a vast, diverse community.
Twitter. Set your
blog to auto-tweet your latest postings. Twitter is a great vehicle for raising awareness of your videos and engaging a demographic that looks for visual information.
Events and conferences. Whether it's an event you're hosting, a trade event you're
attending, or a conference you're participating in, use your content to share
information in an entertaining and moving way.
Partner outlets. Who do you know that cares about the same themes, speaks to
the same audiences, works in tandem with the direction you're headed in? Find opportunities to feature your
content via their online and on-the-ground marketing vehicles in a way that
benefits their audience and brand simultaneously.
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May 2009
Last Spring, Westchester Land Trust wanted to call attention to its mission of protecting open space and promoting responsible land use throughout Westchester County in New York. Director Peter Menzies of Leontine Pictures brought us his beautifully shot footage, and in collaboration with Peter and WLT, we constructed a PSA that tenderly communicated the need to support this cause via the voice of a person closely connected to the organization. We also wanted to get additional supporting information across to audiences about the impact WLT has had on land preservation efforts. On the YouTube version, the annotations helped add emphasis and deliver content that would have been too lengthy for the script.
In the meantime, we were also editing the infamous Ariane de BonVoison's highlight reel, which has helped her connect with users of First30Days.com more engagingly, as well as helped her promote her work to media outlets and events.
One year later, it is still an invaluable tool. Ariane says:
"The reel that Mo and her team put together for me took my press and speaking to an entirely different level. When I speak, it has been used instead of an intro several times, for example, at Fortune 100 companies, colleges and even the Girls Scouts. I love it as it sets me up well and actually moves the audience emotionally. Some speaking bureaus send it to prospective clients.
As far as press goes, I think the press has taken me a lot more seriously from this reel. I've even had several people ask me who created this as it's one of the best they've ever seen. It reassures the press that I can handle the pressure and gives them a better sense of how to place and position me.
The reel is the first thing I send to people - whether it be TV/Radio producers, new investors, any meeting I want to take. It is the best business card I could ever give out and is way more effective than a bio or anything else I could send. People immediately check out the website and many sign up as now they are really intrigued!
I've even found myself watching it when I've had a bad day just to lift my own spirits and remind me of why I do what I do!
I've been developing a new website, and I am keeping this reel above the fold, as the first thing people can click on to find out more."
And we were producing the 25th Anniversary Benefit video for American Theatre Magazine, published by Theatre Communications Group. Based on their event theme of AT25, we developed content surrounding the evolution and lifetime of both the magazine and its supporters. The piece has since been used to activate conversation surrounding the state of theatre arts at conferences and on stages worldwide.
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We've just wrapped up the production of a series of animated pieces to promote the release of the new graphic novel How I Made it to Eighteen, an Almost True Story, by author Tracy White, creator of www.traced.com. She'll be using the pieces to promote her work and book release at Comic-Con 2010 and elsewhere. Stay tuned for links to watch them for yourself!
And Finish Line's Back-to-School campaign production is underway, including in-store signage, promo material and website material. We captured the promotional behind-the-scenes footage with Broder Productions as they produced a photo shoot at Fordham University's Rose Hill Campus for the launch.
Pitch tapes are keeping us busy as usual: We collaborated with MTV2 to produce a sales tape for a show seeking sponsorship; we worked with mtvU's affiliate group to create an updated highlight reel for university relations; and we created a presentation tape for a new media company seeking investor funding.
Lastly, Shout Media's production of their new series for Bravo, Pregnant in Heels, which we produced the pitch and pilot tape for, is in full swing and has kept us busy with footage transfers and crewing.
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Moped's Executive Producer, Maureen Isern, was recently featured on Florida State University's Communications Newsroom!
Florida State / CCI/School of Communication / Newsroom / Isern
Isern fondly recalls FSUComm education
05/06/2010 05:12 pm
"FSU was a great period of time where I was able to push my thinking, try new ideas, challenge myself and my peers, and sometimes even a teacher," said Maureen Isern, a 2000 graduate with a BA in general communication and a minor in broadcast journalism through our cooperative program with Florida A&M University.
After graduating from FSU, she began her career as a television news reporter and morning weekend anchor for WCTV in Tallahassee. In 2002, she moved to New York to plunge into the documentary and entertainment industry, starting off as one of the founding producers at MTV's college network mtvU. She soon began developing short-form media content for non-profit organizations such as NYU's Children's Center for Cancer and Blood Disorders, Hospice & Community Care and the Heather Hertzan Memorial Fund. [...read full article]
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Moped Productions, LLC is a Certified Woman and Minority-Owned Business
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Moped Productions - Mobilize Your Mission
phone:
212-414-5760 |
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