Posts Under: AM&P

Reflect Your Audience, Brainstorm and Say it Loud to Come Up With Best Name

We were fortunate at a Tuesday networking dinner to be joined by Debbie Bates-Schrott, founder and CEO of—as of last Thursday—the newly named Beyond Definition (formerly Bates Creative). The process of choosing and implementing a new name took well over a year, she said. There were multiple reasons for it—emphasizing that they go "beyond" design is a primary one—but it was spurred by her taking on Mark DeVito as a partner.

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Creating Personas Will Help Your Content and Your Marketing

Amanda McCarthy, director of marketing for Bates Creative—an agency in the Washington, D.C. area that is soon changing its name to Beyond Definition—wanted to get across the importance of personas so she gave us an example. She came up with the American Association of Carnivals, whose members would be amusement companies and providers, carnival staff, ride safety officials, food vendors and performers. The industry challenge is a decline in popularity. The organizational challenge is a decline in membership. The lesson came during a recent conference here called AM&P 360 and the session was titled They Get Me: How to Sharpen Your Publishing Strategy. Bates has a 5-step Persona Development Plan. Here is Bates' 5-step persona plan: 1. Define your purpose. This will help determine if you’re profiling current or prospective members. 2. Conduct audience research. 3. Extract themes from data. 4. Build out the persona profiles. 5. Put your perso ...

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3 Ways Bloomberg's TicToc Is Redefining News and Delivering 76M Monthly Views

Your audience is attending an event or busy in their workday. How do you connect with them? According to Jean Ellen Cowgill, global head of digital strategy and business development for Bloomberg Media and general manager of TicToc by Bloomberg, you give them “key frames” and “side frames” that humanize their news and play on their Fear of Missing Out.  

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The 'Shoe-In' Podcast Shows This Channel's Huge Potential 

Matt Priest, president and CEO of Footwear Distributors and Retailers of America, would attend events throughout the world and have entertaining, informative, off-the-cuff talks with cool people in the industry. It made him think. “If we can just take these conversations we’re having with executives and bring them to other people who aren’t CEOs, we would have something special.” Thus the Shoe-In podcast came to be. More than 100 episodes later, and the weekly "shoe" is going stronger than ever. Described as “covering the ins and outs of all things footwear, from sneakers to heels, loafers to slippers and every type of shoe in between," it’s hosted by Priest and a longtime friend. “My host is a little off the walls,” Priest said. “Who knew two suits from D.C. could be so funny?” Though he admits to it being “a little out of my comfort zone,” Priest also said it’s “a huge creative out ...

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Spotlighting Younger People Could Pay Off in Many Ways

At SIPA Annual 2018, Diane Schwartz, SVP and group publisher, and Greg Dool, senior editor—both from Access Intelligence—led a session titled Pivoting Your Editorial Team to Use Data. Dool graduated from Villanova in 2013 and now writes excellent articles for Folio:. Pairing a younger person with an experienced leader to deliver a session is a great way to showcase and involve young talent. (I will report on this session in the near future.)    The Accounting and Financial Women's Alliance spotlights their young members through Q&A-style interviews, published online in its LEAP Spotlights series. This type of quick-question Q&A—"How did you decide to go into accounting?" "In high school I took an accounting class. Debits and credits just made sense to me!"—is pretty easy to do and enticing to read. Many of their Q&As feature volunteers who serve on AFWA's LEAP Council, which develops programs and initiatives targeted t ...

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Takeaways From a Website Design Expert

Layla Masri, president of Bean Creative, started her presentation about building effective websites with a story. She had to log into the Comcast site recently to make a change. After a few attempts at her password—caps, no caps, numeral, no numeral—she gave up and in anger typed a couple epithets in the space.

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