Applying Your Brand Filters to Your Social Media Strategies | by Crescent Group

In an earlier article, we wrote about how brand filters help organizations manage their brand assets and brand behaviour. Today, we look at how these brand filters drive the creative direction and content of your brand’s social media presence. Read More ››

Where’s the Beef? Defining the “R” in Social Media ROI | by Crescent Group

Social media has been a buzzword since the early 2000s, and now that brands have invested in sustaining a presence on platforms such as Twitter, Facebook, Instagram, and more, marketing executives and CEOs are eager to see the ROI (return on investment). Read More ››

Better Brand Decisions: 5 Guidelines for Brand Filters | by Crescent Group

How does your brand behave? What values influence or inform its actions? How do we make decisions that are “on brand”, and how do we communicate consistently? Employees at all levels make decisions everyday in their ongoing efforts to do their jobs. Everyone wants to perform well and make the best decisions possible, but what might be a good decision for one doesn't seem to be the right decision for another — does this sound familiar? Not to mention whether it is the right decision for your brand. So the question becomes: How are you arming yourself, your staff, and your entire organization to make intelligent, enlightened decisions? Read More ››

Strategic “Video” Storytelling for Not-for-Profits | by Crescent Group

Following your website, email marketing, social media, in-person events, PR, and print, video ranks seventh in the list of most important communication tools for not-for-profits. At first pass, it’s easy to dismiss video storytelling as not important, but consider that YouTube is the second largest search engine in the world, and the third most important social media site for not-for-profits after Facebook and Twitter. In 2014, 28% of not-for-profits were expected to add or experiment with YouTube. Those that have made video part of their communications strategies are seeing the value, and many will follow in their footsteps. Read More ››

The Role of the Not-For-Profit Website in 2015 | by Crescent Group

When asked about relative importance, in the grand hierarchy of all marketing materials, we all know it, the website tops the list. In fact, 91% agree that the website is the most important communications channel used by not-for-profits*. Other channels like email marketing and social media aren’t trailing that far behind, but your website should be the central hub of your organization’s communications, the core place that ties all of your marketing efforts together. Read More ››