Challenge: You’re a statewide initiative. Goal: to modernize educational and career choices for high school students. Focus: 21st century skill sets like technology and digital media – how to create practical opportunities and shape real aspirations around them. All good. But let’s face it: state-sponsored bureaucracies are about as exciting to high school students as homework. How do you reach out, resonate, and be relevant?
Insight: Put a face, indeed as many genuine faces, as you can. Behind your statewide initiative are people who care, who are putting their talents, passions and careers on the line so that the institutional mission can come alive. If you’re like many organizations, whether business or nonprofit or government, one of your biggest problems in this facebook age is you’re faceless. Faceless.
That’s where micromarketing can help. By keeping your marketing campaigns focused and frequent – one audience and message at a time, but many times to many audiences – you’re able to reclaim virtues that seemed elusive even in the previous decade: authenticity, familiarity, approachability, trustworthiness, human connection. That’s what having a face is all about.
Focus: That’s exactly what we did in this Ripplecast. We put two faces behind the Connecticut Career Choices Student Film Challenge. First, Matt Worwood, officially of the state’s Center for 21st Century Skills and organizer of the event. But really, Matt is the brains and the brawn, the man with the English accent and film-making pedigree who lights an olympian flame to this event. The other face: Chris Farrell, last year’s winner. Which means only months ago Chris was sitting exactly where our target audience – high school students – now does. On the outside looking in. Should we join this Film Challenge? Nothing like getting the answer from a face that looks like one of us.
See it live: Ripplecast 2010: CT Student Film Challenge
So what: It doesn’t matter what kind of business, politics, or nonprofit you have. This is stuff you can do yourself, now, at your next click. Here are 3 options:
- Tune into Ripplecast 2010 for more ideas how to start micromarketing now.
- Get started with your own micromarketing kit at www.ripple100.com.
- For other ways we can help: email andre@ripple100.com.
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