Mediaboss Marketing

It took Ben Miller and Spencer LaHaye more than two weeks to finish the action figures. To identify identical body types, positions and stances online. To order them. To receive them. To rip them apart and re-paint them. To replace any trace of an NFL logo with tiny vinyl numbers and UW decals. To match the skin pigments perfectly. To re-glue them. To shoot video and do After Effects for all of them. And, finally, to unveil them to the world.

The final product was 23 personalized video packages one for every football player who signed with Washington on Dec. 18. After each prospects national letter of intent was received, a 13-second video featuring measurables, photos, sound effects and the aforementioned action figures was released on social media. For UW footballs creative department, it was another successful signing day.

And, for Miller (UWs creative director) and LaHaye (assistant creative director), it was all part of the job. Said job also includes designing promotional graphics and animation for UW recruits and social media. It includes all team photography. It includes producing playbook covers and power point slides. It might include redesigning a physical wall or room in the team facility. It occasionally includes creating something as supposedly insignificant as a birthday card for a coachs wife.

At its core, it includes anything Husky coach Jimmy Lake needs on a given day.

Since May of 2018, when I started, theres been however many days until now and theres been that many different situations, LaHaye said. When I walk into work, you never know whats going to happen, and thats one of the best parts of it.

Added Miller: Really, any ask they have, we have to take a hat off and put a new hat on, pull it out of the closet, no matter if we know how to do it or not, and figure it out.

Fortunately for Miller and LaHaye, they dont need to figure it out alone. Their creative team also comprises Chris Mitchell, UWs director of football video production. Miller, LaHaye and Mitchell each have an intern as well. Shelby Newton, the programs coordinator of football marketing, helps distribute and game plan what our calendar looks like and how were going to push content out, according to Miller. UWs director of recruiting, Justin Glenn, also communicates with the creative team about which prospects the program is targeting and how to cater to each recruit.

Oh, and theres one other key contributor.

Thats another unique thing about Washington, too: Coach Lake is super involved with how we get things set up and what he wants to portray, Miller said. He asks for what he wants, and then its hands off and he leaves it to us. But I think our staff does a really good job of communicating and working together to get the product that we need.

Primarily, those products are focused in the recruiting realm. Miller estimates that, during the season, he and LaHaye each produce between 50 and 100 graphics each week to be distributed personally to recruits or on the programs social media accounts. It can take between 20 minutes and two hours to complete each individual graphic.

Miller said that our main job is to serve the recruits, sell our brand, really get across what were trying to sell as far as culture, the experience here, the facilities, what our coaches preach day in and day out, and get that across in the form of graphics, animations however we can do that within the parameters of the NCAA.

OK, so what exactly is UW selling? Miller and LaHaye declined to speak about specific recruiting strategy, but key themes on social media have been easy to identify in recent months. Heading into the NFL combine, the Huskies advertised their extended string of pro success. Theyve produced a series of videos and graphics highlighting the game atmosphere inside Husky Stadium. Theyve promoted the city of Seattle and the state of Washington and the importance of staying home.

This 2021 class is known for having a great in-state haul, so you really hammer home playing at home, 247Sports national recruiting editor Brandon Huffman said. In future years where the class in the state isnt great and youre recruiting a ton of guys from California, you emphasize the California kids that have come up here. You emphasize, This is Husky Stadium. Where kids may think its all rainy all the time, you promote the sunshine.

You have to craft and tinker it to what your target recruiting audience is like, and I think theyve definitely stepped up their game. And you have to.

Everybody has to especially now. Miller who didnt know this job existed when he originally studied graphic design at the University of Tennessee said that even two, three years ago, I feel like the market was so much smaller than it is now. Creative teams are blowing up. Programs are hiring up to 10 people. Its kind of become the name of the game in recruiting. Whos got the best creative products out there to inspire and motivate players to go to these places?

Its been incredible, Huffman added. It used to be that the athletic department had a guy who was in charge of marketing, had a couple people working for him, and they marketed the whole athletic department. They did ticket sales, radio, whatever it is. Now you see schools hiring a full-time graphic designer just for football social media.

Whether its for game-day social media, recruiting social media, or to promote the program in the offseason, youre seeing a huge emphasis on the financial support of a graphic design department.

That emphasis is evident at Washington and it may be more important now than ever. With spring recruiting visits postponed due to the coronavirus crisis, graphics, edits and promotional videos are playing a part to fill the void. Huffman said recruiting departments are kind of in that all-hands-on-deck mode. When you cant bring the kids to your school, youve got to do as much as you can to promote the things you would have promoted when a kids taking an unofficial visit.

Miller, LaHaye and Co. are an instrumental (yet relatively anonymous) part of that process. In a statement, Lake said, We are fortunate to have talented, hard-working people like Ben and Spencer in our program. When asked about his schedule, Miller said that were not working 24/7, but were not far from it.

If youre going to sit still, LaHaye added, then someone is going to run past you really fast.

In the recruiting game, specifically, the race is never over. You must be willing to learn, adapt and paint an occasional action figure.

You just have to stay on your toes, and you have to be super passionate in this industry and love learning and be inspired and motivated to try something new every day, said Miller, who added that the action figures have a permanent home in his office.

Otherwise, youre just going to be another one of the creatives, instead of one of the best out there. Im not saying were the best out there, but I like to think we have the best crew.

Originally posted here:
Welcome inside UW footballs creative department, where the recruiting (and learning) doesnt stop - Seattle Times

Traditionally, industry events and conferences are considered an important opportunity for b-to-b marketers to network with potential prospects and help fill their pipelines. In fact, more than half of b-to-b marketers use in-person events and trade shows to drive lead generation.

Unfortunately, were living in a world in which face to face interactions at conferences are not feasible for the foreseeable future.

COVID-19 has a chokehold on business operations across the nation and is rattling industries to their core. But this is not a time for fear. This is a time for marketers to focus. It is no secret that business development is facing unexpected challenges, but it does not have to be when marketers employ the right approach.

At a time when lead generation feels as though its being challenged, take a one-to-one (or one-to-few) approach. This is otherwise known as an account-based marketing strategy. Focus on engaging with the accounts that have the greatest potential for pipeline and revenue, whether this be through tactics like content syndication or LinkedIn ad engagement.

During a time where there may be a surge in digital engagement, avoid static content and flat copy. Emphasize video conferencing and webinars to support interactive messaging tactics. Create an immersive experience for prospects upon first click. In-person may be a lost cause at the current moment, but engagement doesnt have to be.

COVID-19 is not something we planned for but is a great test of b-to-b marketers resilience and agility in a time of crisis.

Speaking of digital content, with conference cancellations plaguing the industry, marketers need to create an alternative route to win back those lost touchpoints. This will likely require an uptick in digital strategy deployments. Marketers must remain agile and open to pivoting. Your carefully planned event strategy is experiencing upheaval? Dont dwell on itstrategize with sales, and pivot.

B-to-b marketers prepared a ton of collateral for these events. Now is the time to re-evaluate and look to leverage the digital assets to generate real results. Rather than sitting at a booth trying to push their swag, marketers can use their high-quality marketing content to connect with prospects. Odds are youll see even more engagement this way.

Now is the time when effective measurement is pivotal, which brings about a necessary question for b-to-b marketers to ask themselves. As the industry continues on its fast track toward prioritizing virtual experiences, are conferences worth the spend? Do metrics show that they still hold the same relevance as an effective lead generation tactic?

Event cancellations may be happening, but strategic account-based marketing plays can provide the same effect with an even more targeted approach. And the fact of the matter is that many b-to-b event marketing KPIsnumber of qualified sales leads, brand awareness, social press mentions, quality of leads, amount of sales pipeline generatedcan be translated to digital.

This is an unsettling time on a business and personal level for all. Pivot in strategy when you see something is not resonating in the intended way. Know that now will be a critical time for measurement, optimization and adjustment. Allow metrics to be your foresight and the guiding force that will allow you to be a true, strategic arm to not only your sales team but your prospective clients as you help them see their way through this harrowing curveball.

COVID-19 is not something we planned for but is a great test of b-to-b marketers resilience and agility in a time of crisis. Together, we can all work to remain steadfast and keep business development plans on healthy tracks.

Read the rest here:
3 Ways Marketing Strategies Will Need to Shift to Deal With Coronavirus Complications - Adweek

The Global Social Advertising & Social Media Marketing Market is known to provide a comprehensive and detailed information of the keyword Market for the estimated forecast period. In addition, the report also analyses the overall growth of the market in the estimated forecast period. It also covers and determines the market growth and market share for the estimated forecast period. Moreover, the report provides in depth and detailed analysis for the market in the estimated time frame. It also covers and analyze several segments which are present in the market. Furthermore, detailed analysis is done to determine the competitive landscape of the market share, market size, for the estimated forecast period. The report is also known to cover detailed and in depth analysis of the major trends which are covered for the Global Social Advertising & Social Media Marketing Market.

This study covers following key players:

FacebookLinkedInGoogle EditionTwitterInstagramSnapchatWeiBoTencentLINEKakao TalkMoMoMicrosoft

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The study is done with the help of analysis such as SWOT analysis and PESTEL analysis. SWOT analysis includes the study of Threats, weaknesses, strengths and opportunities that the Social Advertising & Social Media Marketing Market. This method of market analysis gives the idea about the competitors and helps a vendor to identify the factors that will make them different from others. Whereas PESTEL analysis is the study concerning Economic, Technological, legal political, social, environmental matters. External factors affecting the market are determined by PESTEL analysis. PESTEL analysis making strategies and planning for all the types of business that may be opening a new company in a new location or an expansion of a product line.

There are different marketing strategies that every marketer looks up to in order to ace the competition in the Global market. Some of the primary marketing strategies that is needed for every business to be successful are Passion, Focus, Watching the Data, Communicating the value To Your Customers, Your Understanding of Your Target Market. There is a target set in market that every marketing strategy has to reach. The key players of Social Advertising & Social Media Marketing industry, their product portfolio, market share, industry profiles are studied in this report.

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Market segment by Type, the product can be split into

Social AdvertisingSocial Media Marketing

Market segment by Application, split into

Social Media PlatformsWebsites

The major market players are studied on the basis of gross margin, production volume, price structure, and market value. Adaptation of new ideas and accepting the latest trends are some the reasons for any markets growth. The Social Advertising & Social Media Marketing Market has its impact all over the globe. On global level Social Advertising & Social Media Marketing industry is segmented on the basis of product type, applications, and regions. It also focusses on market dynamics, Social Advertising & Social Media Marketing growth drivers, developing market segments and the market growth curve is offered based on past, present and future market data. The industry plans, news, and policies are presented at a global and regional level.

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2020-2026 Global Social Advertising & Social Media Marketing Market | Advance Technology, Competitive Landscape, Regional Analysis and Forecast -...

Due to Covid-19 safe distancing measures, many sports instructors and providers find themselves in the lurch as they had to responsibly limit or cancel their programmes.

Spore gyms and sports facilities to limit operational capacity

So, to alleviate the impact on the livelihoods of the sporting fraternity, SportSG announced today that it will create more than 500 temporary jobs to support affected individuals.

Additionally, the national sports agency also availed 5,000 training vacancies, in subjects from digital marketing to sports science.

These job and upskilling opportunities are not arbitrary. Seeing the opportunity in crisis, SportSG noticed the shift in demand for more digital sports services as people are now using apps and videos to exercise at home or in parks.

To grow this emerging market, SportSG wants to create a digital ecosystem for sports entertainment, training courses, virtual and blended programming and events, a marketplace for services and products, and promotions.

Named the ActiveSG Circle, the digital sports content might be offered as a freemium service to the public, and could help sports businesses build economic resilience.

Thus, some of the job and training opportunities offered by SportSG are related to digital marketing for sports businesses.

In this push for digital, SportSG also hopes to leverage consumer data to innovate tailored training regimes, provide home-based consultancy services, and attract more people to live an active life.

Apart from traditionally sports-related jobs such as coaches and centre staff, more jobs for IT and social media professionals were seen on SportSGs career portal in the past few days.

This is the time for Sporting Singapore to come together to re-imagine how we can transform our industry to encourage and engage all in Singapore to live a healthy and fit lifestyle one that would serve us well in this time and beyond, said SportSG CEO Lim Teck Yin.

It is an opportunity to upskill and invest in capabilities that will expand on the modalities for service delivery, and social networking and reinforcement for now and the future.

Top photo from myActiveSG/ Facebook

Continued here:
SportSG: More than 500 job openings for sports workers affected by Covid-19 - Mothership.sg

Facebook announced on Monday that it would dole out $25 million in grants to local news outlets and spend $75 million in a marketing drive aimed at news organizations internationally in response to the coronavirus-prompted economic downturn, which has caused advertising to plummet and has threatened media industry revenues.

Despite huge interest in news that has led to traffic surges and a rise in digital subscription sign-ups, the media industry has seen cutbacks as advertising has dropped sharply. Some alt-weeklies have laid off as many as three-quarters of their employees. BuzzFeed and American Media have instituted pay cuts. In Louisiana, The Advocate and The Times-Picayune have furloughed some staff and put the rest on four-day workweeks.

The money announced Monday will come on top of $300 million that Facebook, one of the worlds largest tech platforms and a critical digital news gatekeeper, pledged last year to invest in local news by the end of 2021.

Campbell Brown, Facebooks vice president for global news partnerships, said in a post, If people needed more proof that local journalism is a vital public service, theyre getting it now.

In an interview, Ms. Brown said Facebook felt obliged to help local news organizations weather the downturn. The outbreak has punished many of them financially while they perform risky journalism on an essential topic. Many of them have posted their coverage outside their paywalls.

At the same time, increased traffic and subscriptions have not made up for advertising shortfalls.

We have begun to make progress, she said. Subscriptions have begun to increase, but theres still a gap there, and if we can fill that gap, then we have a responsibility to do it.

Part of a $1 million Facebook grant announced two weeks ago helped The Post and Courier, a newspaper in Charleston, S.C., cover remote work costs for its journalists and expand its coverage across the state, Facebook said.

News outlets have long seen Facebook as an adversary. The social media giant and Google, the search company, dominate digital ad revenue, squeezing the bottom lines of traditional media.

Moreover, Facebook is built on users sharing enticing content, including news articles. That gave the company an incredible amount of leverage over publishers, as a few tweaks to its algorithm could, like turning a spigot, direct traffic away from or to news articles. In recent years, the central News Feed pivoted away from an emphasis on hard news. (News Feed isnt about news. Its still mostly about friends and family, Ms. Brown said.)

Last year, Facebook and some publishers reached a dtente. Facebook announced a new tab, Facebook News, devoted entirely to news and featuring outlets that in some cases are being paid by Facebook. (The New York Times is among the paid partners.)

You cant uninvent the internet. And we have to adapt, Ms. Brown said. We understand the shift better than most, because we benefited from it. So it is up to us, I think, to help news organizations figure that out as well.

Originally posted here:
Facebook Aims $100 Million at Media Hit by the Coronavirus - The New York Times