Reprinted from Kate Tallent Design Newsletter

How to Reach Your Target Audience
New media production lets you reach—and remain in contact with—a mass audience. Using techniques that show rather than tell, and that pack an emotional punch, video can communicate your message in an effective way.

Target Your Audience
A benefit of new media production is that it can reach a mass audience through its versatility. You can develop one message and use it a dozen different ways. For example, you can commission a 15-minute recruitment DVD that covers your organization’s history, goals and needs. The same content can be used to produce a 6-minute mission video for presentations. And then, a shortened version of that video can be posted on your Web site for anyone who wants to know more about your organization.

Make Your Case
What’s the best way to share your organization’s message? Video can deliver messages on several levels. If traditional marketing materials are about “tell,” then video is about “show,” showing your organization’s work, accomplishments, beneficiaries, clients, workers, products, ideas, or ideals.

Evoke Emotion
The best way to reach your audience is through emotion: pulling at the heartstrings with a moving story, tickling the belly with a humorous approach, or demonstrating how your organization can allay their worries or fears. Consider how you might craft an emotional appeal.

Stay in Touch
Keep your target audience informed about the latest news, services, initiatives, products, or progress in your organization. A 30-second or one-minute video e-mail, perhaps monthly or quarterly, can show what the organization is achieving, from progress reports on projects to long-term goals.

Branding in Motion
New media can educate, motivate, and influence clients, employees, and audiences. But many organizations don’t know how to use this tool effectively. KTDC partners with Capture Video to enhance visual media projects for Washington-area nonprofits, marketing, and PR agencies and human resource directors.