Advocacy

Looking for information on how to use video to support your cause and communicate your message? These blog articles are designed to help.

Conference Video Marketing

Conference

Enhance Your Conference Experience with Video

Integrating video messaging into your tradeshow, conference or annual meeting is a great way to create excitement around your event. Used strategically, videos can add a new dimension to your event before, during and after the affair. Here are some ideas to consider for your next conference:

Becoming Camera Ready

Becoming Camera Ready

Tips for Mastering TV Interviews

With today’s 24-hour news cycle, media outlets are always seeking original news angles, or looking for an opportunity to localize a national story. As such, they rely on local experts to add credible content to their segments. Also, with the prevalence of podcasts, online interviews are all the rage—mainly because popular topics and great interviews help build huge audiences.

Video Messaging

Persuade Your Audience

Persuade Your Audience in 5 Minutes or Less

Leveraging a well-crafted video message in your advocacy efforts can do wonders for advancing your campaign. The dynamic aspects of video can bring your issue to life and enable you to not just tell your story, to visualize your story in a way that educates, persuades and mobilizes audiences.

Beware of the 3-Second Rule

WOW video

In video marketing, you have three seconds to hook your audience. Here’s how to use them wisely!

Three seconds of video time may not seem very long, but to a viewer three seconds are almost an eternity. This twentieth of a minute is all video producers have to grab a viewer’s attention.

Capitol Hill Strategy

Capitol Hill

Crafting Your Message to Influence Policy

In Capitol Hill's ever-changing (and sometimes turbulent) legislative environment, educating policymakers on your organization's issue can be challenging. With the thousands of advocacy groups vying for legislators' attention, getting your association's voice heard can be challenging. Not only are you competing with other groups, legislators and their staffers are often swamped and don't have time for lengthy briefings.

Leveraging VNRs

Breaking News

Get the TV Coverage You Want with a Video News Release

Would you like to get your organization’s news featured on TV? Then, try a video news release, or VNR. These brief, information-packed videos are jewels for reporters and producers looking for interesting stories to feature in their newscasts. With the 24 hour news cycle becoming the standard, outlets like CNN, FOX and MSNBC are constantly in need of original and interesting news stories.

Animation vs. Actors

Animation vs. actors

When it comes to deciding the format for a video, a major choice is whether to use actors or animation. Both are great assets but have their advantages and disadvantages, and both can be expensive or inexpensive, depending on how the video is designed and produced. The choice makes a huge difference in the tone and production process of your video.

Shrinking Attention Spans?

Attention span of a goldfish

We’ve all heard the bad news. Our youth now have attention spans shorter than our pet goldfish. The average web surfer spends less than a minute on any given web page. What are communicators to do? Grab attention up front with a quick gimmick, keep things really short, and hope for the best?

Case Study in Grassroots Video Messaging

The Case of the Central Maryland Transportation Alliance

A well-positioned advocacy video can be highly effective in helping build public support for your cause. Video messaging provides a creative and visual platform to examine an issue and communicate your organization’s solution to a problem. It is a dynamic mode of communication that can educate, motivate and mobilize audiences. The challenge, however, is to package your video message in a way that enables you to accomplish this lofty goal.

To provide an example of what goes into producing a well-positioned advocacy video, Tonal Vision shares a few strategies that we employed when we produced Better Transportation for a Better Region, an advocacy video for the Central Maryland Transportation Alliance (CMTA). The video educates viewers—state legislators, local Baltimore leaders and Baltimore residents—on the importance of adequately funding public transit and for designing streets for all users, not just cars.

Outsource vs. In-House

In-house vs. Outsourcing Video

Should we do our videos in house or outsource them? Like many such decisions, the answer tends to be “it depends”, based on a number of considerations.

Telling Your Story with Explainer Videos

No matter their size, organizations require marketing strategies that give them the greatest reach possible. Print has long been eclipsed by video, which engages more of the senses, appeals to wider audiences and, when well done, communicates more effectively. "Explainer videos", with their laser-focus on a single problem and its solution, can be highly effective in helping introduce brands, products and services to new audiences.

Luring the Media to Your Event

Lure Press to Event

Having the press cover your event can create just the buzz you need to raise your organization’s visibility at a local, regional or even national level, and increase public support for your cause. But just because you disseminate a well-positioned media advisory, doesn’t mean that reporters will be enticed to cover the event. On the other hand, if you integrate the following tactics into your media relations strategy, they just might come.

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