Mediaboss Marketing

2nd September, 2020 by Owen Bellwood

From Patrns Margarita-making smart coaster to new celebrity brand ambassadors for lowABV spirit Atopia and mixer producer Franklin & Sons, we round up some of the best initiatives from August.

Frankie Bridge is the first ambassador for low-ABV spirit brand Atopia

Technology drove a number of marketing pushes within the spirits industry last month, including Patrns smart coaster that teaches drinkers how to make a Margarita and a new online quiz from Licor 43 liqueur.

Meanwhile, High West whiskey and Vermont-based distillery Caledonia Spirits latest efforts saw them help raise money for charity, including the American Prairie Reserve and organisations that are dedicated to protecting bees.

Trade group the Bureau National Interprofessionnel du Cognac (BNIC) also announced a threeyear campaign to increase awareness of the French spirit in the US.

Click through to the following pages to learn more about the top 10 marketing moves that caught our eye in August.

The rest is here:
Top 10 spirits marketing moves in August 2020 - The Spirits Business

Marissa Segundo, communications consultant at Resource Recycling Systems,is passionate about how she represents clients' recycling and recovery initiatives.

The Waste360 40 Under 40 recipient takes a strategic approach, "to ensure consistent messaging, and that it connects with operational success."

Segundo holds degrees in public relations and Spanish. While she began her career in the nonprofit sector, Segundo eventually became a recycling communications coordinator for a Florida municipality.

She comments, "we're always focusedon smart goals that we can create for any communication plan, rather than just making a flashy plan, to really make sure that we're focused on strategic communication."

Waste360recently spoke with Segundo about her current projects, what it takes to lead a successful campaignand how to break barriers across different audiences.

Waste360: What initiatives are you currently working on?

Marissa Segundo: Because strategic communication is my main focus, I work with a variety of initiatives on the both the public sector and private sector and also the collaborative initiatives. I have worked recently with communities to add SMART communications goals when rolling out a single-stream programs and adding items. Another huge initiative was a recycling rebranding campaign that really focused on plastic bags as the top contaminants utilizing community-based social marketing to find measurable success in decreasing the amount of plastic bags in recycling carts. I like working with collaborations where you've got a mixture of representatives throughout the recycling value chain focused on how we can move the needle with recycling and make the difference, you know, together. Its really about why recycling and recovery is important and how each individual or business can really make a visible difference, its personal to them.

Waste360: In terms of team leadership, what does it take to get champion of these causes?

Marissa Segundo: I've always been guided by my passion, and through that passion, I really like putting in the time to have the right people in the impactful positions and on projects where they can really take ownership and shine. That, to me, is very gratifying. I've had the opportunity through my career to pursue passion projects and learn under leaders that had this same mentality of , I'll put you in a position. You may make a mistake, but that's okay. We'll learn from it and go from there. So, I really think if you're passionate about something, that that passion is contagious.

Waste360: What does it take to be innovative with the importance of recycling and sustainability?

Marissa Segundo: Unfortunately, it's not a one-size-fits-all solution. Each community and business has unique set of tools and resources, along with challenges for their program compliance or to reach sustainability goals. Working to breakdown siloes to make sure everyone is at the table and an active part of the solution is crucial. This is anyone from administration to custodial staff, drivers and customer service staff, to name a few. And we've really discovered that through collaborations and understanding we can bring people to the forefront through stakeholder engagement and other activities. In COVID times, Ive been able to implement engaging virtual events that encourage participation in a thinktank-like setting, partnering with national and state recycling organizations and for our clients. The aim is really to find a way to address each audience in their terms rather than trying to have one silver bullet to solve all problems.

Waste360: What are the challenges and opportunities with communicating with individuals who speak different native languages?

Marissa Segundo: For me, being bilingual has opened up so many doors to meet new people and to really be able to understand different culture. But being bilingual or even just translating a message alone is really not enough. There's so many nuances to the language and cultures within a community. So it kind of goes back to what I was saying where you're really researching an individual community and what their needs are and then looking at strategic communication from that lens. And the same is true with bilingual or any type of reaching any type of community that is a non-English speaking community.

Waste360: Do you have any advice about researching and learning more about communities that you want to reach?

Marissa Segundo: We do a lot of research on the motivations for people the benefits and barriers for people to participate in an activity, whether it's recycling, composting or whether it's pursuing solutions to create a circular economy. Starting with that research to find out the motivation is a good place and also doing research on where are places where people in whichever your target audiences gather, what are what are the channels that they use to communicate and currently are there ambassadors or champions that you can engage in your messaging to reach these communities, even if you don't speak the language. Its really important to take culture and really any kind of communication seriously realizing that recycling is a very personal issue. You're asking people to make a behavioral choice each time you ask them to recycle. Unlike throwing things away, it's a lot easier in a lot of places to just find a trash can and throw something away but with recycling, you're making decisions. And so that's important in your communications messaging.

Waste360: Do you have any other additional advice?

Marissa Segundo: We're entering into a really exciting time for recycling, despite the uncertainty of economics. And I've never really been more inspired. Right now, the technologies that are coming out of the space and the abilities through communications are really amazing. To show residents and businesses behind the scenes to see what it's like after [waste] leaves the bin just feels like magic. But now, I think we have so many opportunities to really connect on though why certain things are recyclable and why aren't they? I don't think it has to be that complicated. And we may be talking in 10 years about a completely different recycling system. That remains to be seen. But for now, I think there are so many tools in our toolbox. And if we really put the time in and invest in communication, you will see positive results.

Read more:
Marissa Segundo Talks Breaking the Communication Barrier - waste360

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Global Social Market accounted for xx USD million in 2019 and is expected to reach xx USD million by 2025 growing at a CAGR of xx% : Zoho, Hearsay...

Last December, I filed a report against Melissa Martz for sexual harassment. This is my story.

In December of 2018, I began working for Martz on the Social Marketing Team. I had a role on the team that fit my career trajectory well. I felt like the fruits of my labor were finally paying off.

Of course, I hit a snag. The name that Martz received on my application was not the name I was using. She didnt know it yet, but I am transgender.

For a long time, this wasnt acknowledged beyond a question in the initial interview. However, when I reapplied to the job for the next academic year, the wrong name came up again. This time, it became an issue. Martz brought me into her office after a team meeting and I was forced to out myself.

Initially, there were minor issues; pronoun and name clarification were necessary. This is standard procedure when someone finds out about my identity. I asked her to keep the information private. I found out some time later that she told one of my coworkers that there was a transgender person on the team, but did not specify who.

My identity gradually became an overarching theme in private conversation with Martz. Full disclosure: I am comfortable answering appropriate questions. What I am not comfortable with is what happened next.

In December of 2019, a year after first receiving the job and mere months after being outed, I met with Martz for what was meant to be a standard work meeting. The meeting was work-related for the first 20 minutes, but quickly evolved into private, personal conversation about my identity and experiences fueled by Martzs invasive questions.

Amongst the questions were: how did you know you were transgender? How did your family react? Were you bullied? You went to therapy? Were you depressed? Were you suicidal? How does bottom surgery work? How do hormones work? Who is your doctor?

The questions continued, and I felt stuck. I sat and answered her questions from 2 pm until it was dark outside. I walked away feeling empty and violated.

This is why when her social media posts became a topic of controversy, I was unfortunately not surprised. The University thinks that diversity training will heal these wounds. As someone who sat down and gave Melissa Martz a free, hours long seminar on an important issue of diversity: some people are just too far gone. And I want to be an optimist.

I know Im not the only one whos worked with her as a student who has a story. My peers and I have been actively trying to change her perspective on these issues for a long time and clearly the progress hasnt been made. I dont know about you, but Im quite frankly tired of being afraid of the repercussions that come with being myself. For my fellow classmates, I hope you never have to live with that fear. By shining a light on these issues, I hope the campus can start a serious conversation surrounding the safety and comfort of marginalized populations.

Signed,

Anonymous

See the article here:
Letter to the Editor: Where Is The Accountability? - The Bottom Line News

Twitter has announced a new push to improve its accessibility options in order to ensure that tweets can be accessed and utilized by all potential users.

As explained by Twitter:

"Testing voice Tweetsearlier this summer made us realize how much work we still need to do as a company, and we made a commitment to make Twitter more inclusive for the disabled community creating a dedicated team to focus on greater accessibility, tooling, and advocacy across all of our products."

Oh yeah, voice tweets, remember them? Twitter announced voice tweets back in June, but they don't appear to have seen widespread usage as yet.

But then again, voice tweets have been a significant addition for those unable to type via regular keyboards, providing another way to engage with the platform and participate in the wider discussion.

That's prompted Twitter to re-think its approach in this respect. In order to advance its accessibility features, Twitter is putting together two new initiatives to work on key areas: an'Accessibility Center of Excellence'and an 'Experience Accessibility Team'.

So, essentially, both internal and external-facing teams working on accessibility features within the company more broadly.

The two initiatives will ensure that there's always an accessibility 'voice in the room' for product and strategic approaches, which should help Twitter keep these elements in mind, and lead to the development of new product features and options aligned with broader usage.

And Twitter's already developing a new feature on this front:

"Beyond staffing our teams, were already working to add automated captions to audio and video by early 2021. This lays the foundation for a longer-term roadmap that invests broadly in media accessibility throughout our service."

I mean, Facebook added automated captions in 2016, so the option's been around for a while, while LinkedIn added automated alt-text tags last year. Twitter's seemingly a little behind in this respect - but then again, that's what this new team is for, implementing new solutions to improve Twitter's systems and tools in alignment with all user needs.

Twitter says that it will be gathering feedback from people with disabilities over the coming months as it looks to form a road map of key projects as part of this new push.

It's an important initiative, and while Twitter is seemingly a little behind, it's good to see the platform taking proactive steps to improve its accessibility options.

View post:
Twitter Announces New Push to Improve Tweet Accessibility Options - Social Media Today