Public Image Guide - Posters for the People

Posters for the People – Public Image Guide • p1 of 27 Questions? Call Social Impact Studios: 215-922-7303

[email protected] or [email protected]

POSTERS for the PEOPLEPublic Image Guide

3/7/12

mailto:[email protected]


TABLE OF CONTENTSPublic Image Works Overview.................................................................................................3

Action Plan ...............................................................................................................................4

Action Plan Checklist.....................................................................................................5

Identity ......................................................................................................................................6

Core Elements................................................................................................................7

Running Your Own “Identity Evaluation & Audience Mapping” Session.................8

Visual Identity...............................................................................................................12

Message Identity..........................................................................................................18

Experience Identity......................................................................................................21

Promotions..............................................................................................................................23

Best Practices...............................................................................................................24

Ongoing Regular Communications Checklist...........................................................25

Special Promotions Checklist.....................................................................................26

Social Media Strategy .................................................................................................28

Social Media Outlet Inventory.....................................................................................31

Power Mapping....................................................................................................................... 33







An Action Plan

A Distinguished

Identity

Vibrant Promotions

A Relationship

Power Map

Getting attention in today’s world can be challenging. It’s no longer enough to rely solely on traditional media or grassroots engagement to get a story out to the public and garner support. But with so many concerned people and new forms of media, the time is right for making the most of communications to catch attention and inspire action.

At Social Impact Studios, we’ve developed a unique approach to communication & promotion called Public Image Works. Public Image Works combines the best of marketing principles and organizing practices to call attention to important issues and to mobilize action for success.

We hope all the files, tools and tips in this manual will help you enhance your Public Image and achieve your inspiring goals.





YOUR STRATEGIC ACTION PLANYou have a vision for your efforts and you want to see it realized. To be successful, you need sound strategy and a good plan that keeps the many moving parts on the same focused track - whether it’s for a particular campaign or a whole organization. Here are steps you can take to assure that you have a good start - and if you are already up and running, it helps to confirm your plans moving forward!

A defined Team

A common Vision

Goals

Timeline:

Short, Medium

and Long Term

Activities to reach the

goals

Concrete Action

and Results

Resources

Communications

& Promotions Plan



ACTION PLANNING CHECKLIST__ 1. PLAN TO HAVE A WRITTEN PLANWhether you have large, long-term goals or immediate needs, you should have a well-defined plan IN WRITING to help everyone stay on the same page.

__ 2. DEFINE YOUR TEAM__ Who’s involved?

Ennis Cartero Founding Director, Social Impact Studios. Founder & Author, Posters for the Peopleo Leadership specialty. Public ambassador for project

Alex Peltzo Co-Founder & contributing editor, Posters for the Peopleo Research & contexto Website o Public ambassador for project

James Koivuneno Promotions & Editorialo Website maintenanceo Book & Poster order fulfillment

Phil Cartero Research & contexto Editorial content

Michelle McCormicko Exhibition Installationo Overlap with labor industry

Ben Wyskidao Crossover Promotion

__ What’s your common Vision?Posters for the People – Public Image Guide • p5 of 27

Questions? Call Social Impact Studios: [email protected] or [email protected]



Promote positive, progressive social values Celebrate these values through striking visual art and strong messaging Protect an American legacy that is not protected by the U.S. Gov’t

o Document as much information that remains about posters made under WPAo Protect the artifact itself or image of artifact to provide the documentation (physical

anthropology) – as opposed to purely written information Keep the history and values of New Deal/Progressive Gov’t alive Connect that history to our contemporary times to help us learn from the past and inform ideas

for building a sustainable society.

__ Who does what?See team descriptions. Fit each person’s specialties to their roles.

Ennis – oversee, promotion, power mapping, research, design Alex – help oversee, research, design, website James – promote, fulfill orders Phil – writing & editorial, WPA music overlap Michelle – installations Ben – crossover promotions & power map opportunities

__ Practical matters• NEED TO CREATE BUDGET within Social Impact Studios budget

__ 3. ASSESS YOUR SITUATIONWe are in a good position with Posters for the People, having established our place as the go-to for information about WPA posters. Assets:

Passion & love of the posters themselves Solid foundation of research that coordinates known information about the posters Turn key exhibit Lots of different written material & imagery – including published book The start of a supportive network and Power Map

Challenges: Website archive not fully functional yet More research to be done! Limited resources – time & money Needs more promotion (has been linked to website archive status)

__ 4. ESTABLISH YOUR GOALS





__ Short/Medium Term Measures of Success – specific goals Get the website fully functioning by last week of April Major promotion of re-launched website starting May 1 Promote archive & book from May through Election season (and ongoing) Sell books & posters to fund work Get photos of the posters in New Orleans and permission to use them Grow archive Regular communication with core supporters – at least 4 times this year Contact 4 core institutions in every capital city in every state (except HI & AK)

o Historical society, Art Museum, Library, Major University

__ Long Term Outcome – larger goals and intangible results Call attention to positive secular, social values and American quality of life

o Use categories we’ve already established from the book Promote the idea of a government/society and its leadership that takes care of the quality of

life needs of ALL people in the U.S. Spur thoughtful conversation and support of Progressive candidates in this general election

year (possibly call on leaders and candidates to support those values?)

__ General Timeline March/April

o Get website to be fully functionalo Prepare for exhibit to open May 3rd in Rahwayo Promote project with highlight on exhibit & archive launch

May – Election Seasono Promotiono Expanded research

RETURN TO TABLE OF CONTENTS







Internal Understanding

Visual Identity

Message Identity

Sensory Experience

Interactive Experience

YOUR DISTINGUISHED IDENTITYThe most distinguished public awareness efforts have demonstrated the importance of “Identity” to catch attention and inspire action.

Identity is a combination of how you understand your own organization (internal) and how you convey that understanding to others (external). It includes fundamental brand elements such as name and logo, but also important aspects like language, images, sounds, experiences and engagement style.

Your full Identity offers a glimpse into your organization’s mission, values, goals and unique qualities. When everyone within your organization really feels the Identity it is easy for the story to be represented externally – and a strong Identity can propel your organization and goals forward for lasting impact.

A strong and consistent Identity can make a difference in your daily operations too. It can help you in your first level of engagement. It can reach the people who need to know about you the most and guide you in your interactions with them. It determines who might call you, how you answer that call, and what you say and do when you hand out a new business card.

Public Image Works tools in the Guide comprise a foundation for a Distinguished Identity. We hope that they will help you tell your story in the many ways that can inspire your audiences.



CORE ELEMENTSInternal Identity Understanding

VISION: What would the world look like if you achieved your goals?Sustainable social values would help everyone achieve their best quality of life.

VALUES:What approach will you take to achieve that Vision? How should people in your organization act?Shared values help society and community live well with each other. Our actions need to represent a belief in supporting everyone’s basic need to live and thrive. We need to create positive opportunities for people to be their best, connect with each other and be inspired to take on the challenging work of building and maintaining a balanced society where everyone lives the best life they can live without exploitation of people or destruction of the environment.

UNIQUE QUALITY:What sets you apart from others who share your Vision?

We value the use of communication (and positive propaganda) to promote the vision and values above.

We believe that artifacts and material culture are an important part of life and help people remember and connect to inspiring values.

We believe that simplified ideas/messages are important to reach a lot of people. But, we don’t think they can take on the full responsibility of creating results. Propaganda is an important way to start the conversation and inspire people to act. The work still needs to be done all the time to create and uphold a positive, sustainable society.

We value the historical lessons we can learn from Progressive past – specifically the New Deal era.

MISSION: How do you make the most of your Unique Quality to contribute to achieving your Vision?Posters for the People is a “citizens’ initiative” that is creating the most comprehensive archive of posters made under the United States’ New Deal Federal Art Project from 1936-1941. Through field research and a virtual, online archive we strive to provide a full picture of these posters that were part of a large-scale federal government program, but never recorded as an important collection of American art. Experts estimate that 35,000 designs were made by poster artists during the WPA era, but only about 2,000 have been documented. We seek to fill in the blanks of this historically important record of innovative art and social programs in the U.S.





TONE: How do you want to come across to others?

Passionate Celebratory Values-based Fun

WORK AREAS:Through which areas of work do you achieve your Mission?

Research Documentation Exhibits Direct experience Conversation Promotion

WORK PRODUCTS:Your core Work Areas are connected to your Mission – your purpose for being. Given dynamic changes, your Work Products may change, grow or discontinue. Each year, it’s good to review how day-to-day Work fits into the larger Work Strategies

Website Book & Poster reproduction sales Exhibits Articles & talks

o Crossover with Andrew Ferrett’s “New Deal Film Festival”o Crossover with Berley Brothers

PRIORITY AUDIENCES:Who helps you achieve your Mission?

WPA buffs History buffs – especially New Deal era Graphic Design/Print Poster collectors Advertising/PR folks Progressive political people (pro-gov’t, pro-people) Issue specific that are represented in the categories (e.g. Prosperity & Opportunity = workforce

devo, etc.) WE NEED TO PLOT THIS OUT USING ALL THE CATEGORIES








Logos

Colors

Fonts

The style of graphic art

elements

Photos

Composition

Flow of information

Materials

VISUAL IDENTITYPEOPLE RESPOND TO STRIKING VISUALSYour Visual Identity is directly related to your overall presence you’re your audiences. It’s an opportunity to visually express your mission and aspirations – and to literally show them who you are and what you do.



VISUALLOGO FAMILY

WE NEED TO CREATE A LESS COMPLEX VARIATION – a logo/bug





VISUALPHOTO STYLE

ORGANIZATION’S PHOTO STYLE: Striking and Bold!

The posters are images themselves. We need to use them as much as possible. But, we also have a rich collection of exhibit & event photos that show how people come together to celebrate this topic in fun and interesting ways.

We need to update our collection of photos and use them as much as possible.

NOTE: the photos that JJ took at the Gala Expo need permission before they can be used in promotion.







Names

Slogans

Greetings

Short verbal

introductions

Long verbal

presentations

Short written phrases

Long written phrases

MESSAGE IDENTITYYOUR MESSAGE MUST BE STRONGEffectively communicating the ideas represented in your Visual Identity completes the cycle of a strong Organizational Identity. Your message and the way you communicate it have tremendous ripple effects. Like your Visual Identity, messaging can attract, repel, or excite potential audiences, so it must be clear and concise the first time and every time.



MESSAGE

NAME: Posters for the People: Art of the WPA

NICKNAME: Posters for the People

ONE LINER A Citizens' Initiative: Documenting and presenting the most comprehensive archive of WPA posters known to exist!

SMALL STATEMENT

Posters for the People is a “citizens’ initiative” that is creating the most comprehensive archive of posters made under the United States’ New Deal Federal Art Project from 1936-1941. Through field research and a virtual, online archive we strive to provide a full picture of these posters that were part of a large-scale federal government program, but never recorded as an important collection of American artifacts. Experts estimate that 35,000 designs were made by poster artists during the WPA era, but only about 2,000 have been documented. We seek to fill in the blanks of this historically important record of innovative art and social programs in the U.S. – and present it back to the public.

MEDIUM STATEMENT

NEED TO WRITE/EDIT FROM EXISTING MATERIAL








Sounds

Smells

Touch

Taste

Interaction

EXPERIENCE IDENTITYMOVE PEOPLE TO ACTIONYour organization offers a complete experience for everyone – staff, volunteers and participants alike. Sensory experience is a very important aspect of your Identity and can help you reinforce your important mission with your audiences. Consider how they can be used in your environment, in your interactive experience and at events.



SENSORYExperience Identity

SOUNDS People talking. WPA-era music. When possible, we should also feature music that was commissioned and written/performed by WPA workers.

Is there a contemporary version of music or sounds that can connect us to this social history – connecting to values and quality of life.

TASTES Simple foods. Locally grown or produced. Franklin Fountain ice cream. Occasional use of “depression food” like soup, bread, etc. But we should be careful to position that as hearty and simple, not just food for the poor.

SMELLS ? Is it paper and ink?

TOUCH Hands-on screen printing experience. Paper, ink on paper.

INTERACTIVE EXPERIENCEUser-friendly and interactive. We MUST be able to feed the archive easily and make it easy for other people to update information online themselves.








Communications

Calendar

Traditional Media &

Public Relations

Grassroots Outreach

News & Social Media

Events & Unique

Experiences

VIBRANT PROMOTIONSGetting a compelling story out to audiences is key to the success of any project. For people to benefit from your efforts, they need to know about the opportunities and be moved to participate. Beyond the primary audiences, getting publicity on a state and national level can help bring more support and provide modeling for other initiatives too.

Public Image Works takes a unique approach to PR that involves more than just the selling of products – instead, it includes the promotion of socially valuable ideas and action. By emphasizing a connection between marketing goals and value-based goals, you can create a comprehensive and meaningful campaign that gets the attention it deserves.

Public Image Works tools in the Guide can help you plan for Vibrant Promotions. We hope that they will help you tell reach your audiences effectively and move them to engage in your work.



GETTING ATTENTION IN TODAY’S WORLDTIPS

The field is crowded and there is more competition for attention

Promotion has moved beyond one-way delivery to predominantly interactive delivery

People expect to interact with Identity & Promotion on different levels and on their own terms

People decide to “buy” based on a perceived value to them

People value being valued

People like to be “in on” information

Word of mouth is still the best form of promotion, especially in social marketing where resources are limited and networking possibilities are many. Today, word of mouth isn’t strictly verbal. It comes in many forms.

STORYTELLING BASICS- Use your Identity language in Promotional efforts

- Identify your main Audience and develop stories that will catch their attention first

- Be direct and straightforward with language

- Find “universal themes” to help develop stories

- Remember: Who, What, Where, When, Why & How






ONGOING REGULAR COMMUNICATIONS CHECKLIST

Create a regular communications calendar for ongoing efforts with timelines and budgets.

__ Annual Update - a report? an e-report?

__ Other Regular Updates - Newsletters or other updates

__ Website Updates

__ e-News

__ Fundraising Appeals

__ Social Media Updates

__ Face-to-Face Meetings

__ Collateral Material, including giveaways and special items






SPECIAL PROMOTIONS CHECKLIST

ACTIVITY TITLE: Posters for the People REAL launch & exhibits

TIMEFRAME: May 2012 through Election Day

DESCRIPTION:Updated website and re-energized effort to create the most comprehensive record of WPA posters known to exist.

WHAT IS THE GOAL OF THIS ACTIVITY?:Call attention to our project.

WHO IS THE POINT PERSON (PEOPLE)?:Team.

WHO IS THE MAIN AUDIENCE?:Same as above audiences in Identity section

IDENTITY OVERLAPS:“A Citizens’ Initiative presented by Social Impact Studios”

WHAT IS THE ACTION/OUTCOME DESIRED? Increase hits to website by 20% Increase book & poster sales by 20% Increase archive by at least one new poster!

WHAT IS THE MESSAGE?Shared secular social values should be promoted. It’s the foundation of our democracy, helping us keep our eye on aspirations and quality of life for everyone.





PROMOTIONAL OUTLETS BRAINSTORM

--Earned Media:(When others write about you in the press. You don’t have control over the outcome)

Best Practices:4-8 wks for long lead, 3-4 wks for local media, 4 wks for free listings. Print, TV, Radio, 2 wks for blogs and online magazines, include plan for “Thought Leader Profile.”

--Grassroots Engagement

Best Practices:Distribute materials (posters/flyers/postcards/doorhangers), local group meetings, cross-over events

--Events

Best Practices:Organizations hold at least one event a year, Campaigns at least quarterly

Turn-key exhibit Screen printing demos Film festival

--One on One Communications

Effective Outlets:Through regular publications, Meetings, Invitations, document through Power Map

--Strategic Placement

Best Practices:Posters/flyers/postcards 4 wks prior to event, Advertising 2-4 wks ahead, Billboard/transit advertising, Cross marketing with others

Permanent exhibit up in the Studios that travels as necessary

--Merchandise/Giveaways

Effective Outlets:Contests, wearables, giveaways that fit with the mission of the initiative

Posters Ice Cream

FORMATS:- Print- Virtual





- Events- Word of Mouth

COST FACTORS(Plan for the admin details of getting $ allocated, approved and payment timeframes)

PHOTOGRAPHER NEEDED?:

SCHEDULE:

SOCIAL MEDIA √ = Doing it L = listing onlyOUTLETS INVENTORY

√/L OUTLET MAIN PURPOSEPRIORITY PRACTICE RESOURCES

√ FacebookScrapbook, Links, Photos, Videos

Create a PAGE not a Personal Profile

√ TwitterFrequent bits of information

Reciprocate by FOLLOWING others

Automatically updates to our Social Impact Now Twitter feed

L Linked InProfessional Networking

Create a profile for the organization, not just people Should update

√ YouTube VideosSet up a Channel

How about a virtual exhibit?We have the film festival up there

Flickr or Picassa Photo Archives

Set up Galleries/Albums Add gallery to our own website?

Issuu Self-PublishingTag what you publish Abstracts of the book?

FourSquare Place-BasedClaim your venue/set up

We should do something with thishttps://foursquare.com/business/merchants

SCVNGRPlace-Based Challenge Game

Build off of existing platforms

Good opportunity for poster giveaways. Come to our exhibit and get points.





√ Kickstarter Fundraising

Emphasize the urgency/time sensitive nature through all your comm outlets

We should raise $ for photography/licensing costs. Start with New Orleans

GrouponFundraising/Special sales/Marketing

Market deals that YOU would want ? Anything here?

http://www.groupon.com/g-team

PinterestVisual scrapbook bulletin board Post visually interesting stuff!

Tumblr or Blogger Blog tool

Post unique content

Wikipedia Online profile

Have a few different people create and add to the profile NEED TO DO THIS!

Google Maps Place-Based

Claim your location

MeetUp

Bringing like-minded people together

Follow up with people after event Opportunity to gather people at exhibits?







RELATIONSHIPS ARE POWERFULRelationships are the life-blood of any effective effort. How you activate those relationships can be a critical factor of your success. Power Mapping helps you identify the people who can help you achieve your goals – and helps you

connect them what’s most important.

Many individual leaders are good at making and maintaining powerful relationships, but few organizations utilize the interconnected nature of them for even more effective and meaningful encounters. A Power Map can be the basis of a database – but its real purpose is to assure that important people are being reached in a strategy that fits with immediate needs and long-term goals.

Public Image Works tools in the Guide can help you map and connect to your valued relationships more effectively. We hope that they will help you tell engage people who support you the most and build new relationships with people who



MANAGE INFORMATION & ACTION Person

Organization Contact Info

What’s the best way to reach them? What is their pet issue?

Where are they on spectrum of support? What is their specific power and/or expertise?

Who’s the best person to contact them from your team? What specific thing will you ask of them now?

Who else are they connected to on this or other lists? Action Steps, Notes & Log

POWER MAPPING CHECKLIST__ Map based on Goals, Key Audiences, Immediate Needs & Communication Plan (see “web”)

__ Start with the top 5 people most supportive of your efforts

__ Identify one NEW and UNCONNECTED person for each segment of your “web”

__ Grow the list after you have mapped and activated core & unconnected

TIPS__ Identify a Power Map manager

__ Engage with the Power Map regularly to move people closer to the center of engagement

__ Use a tool to manage your Power Map






We currently have the following collections of people interested in Posters for the People: MailChimp e-list (80+ people) Facebook fans (365 people) WebEx records (144 people) Everyone who’d ever bought something from our online store

In addition to that, we have the following internal resources for reaching people about Posters for the People – we should develop these beyond purely promotional resources to expand the Power Map for the project:

Social Impact MailChimp e-list (1900+ people) Rahway Arts & Culture people Dodge Foundation Michelle Knapik Robert Reich Leni Uddyback-Forston U.S. Dept of Labor Kevin McCabe, Former NJ Commission of Labor Nettie Roth Kathleen Anders Vera Bock’s family Sid & Scott Brion Chris DeNoon All repositories Others?





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Public Image Guide - Posters for the People

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