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Our thinking and opinion on the things that matter to those in the marketing, communications and design industries.

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Does glitter work on everything?

28 Aug 2018 by Jeremy Sweetman

Recently, my daughter had a eureka moment when she realised that by copying her project from Google Docs into a website template, it would invoke a completely different response or level of engagement from her...

Storytelling
does glitter work on everything? jeremy sweetman

recently, my daughter had a eureka moment when she realised that by copying her project from google docs into a website template, it would invoke a completely different response or level of engagement from her audience. same copy, different outcome. excited by her breakthrough, she’s now an advocate of delivering her work by all sorts of varied means.

from this initial discovery, she’s also realised that sometimes a straight copy-and-paste just isn’t enough. sometimes additional crafting is needed depending on where her story is being told. now she’s graduated to adding pictures, quotes, videos and (of course) glitter to engage her audience.

this revelation isn’t new, but it is a reminder that we should continually look to craft our content to maintain its effectiveness – regardless of channel. but do we?

too often the focus becomes central to one channel. one output. all the thinking, crafting and love get poured into a single delivery. then, with what’s left, we make it work for the other channels. the risk is that the story can be diluted. lose its shine. or worse, its effectiveness.

as storytellers, this is on us.

so, whether you're a client, a strategist, marketer, creative or copywriter; if you’re planning, creating or delivering a multi-channel story, then (please) pause. think about how you craft your content. think about its effectiveness for every one of the channels you’ve identified. explore and understand all the opportunities; be aware of the challenges and limitations. in short, work towards telling the clearest story you can – for every channel.

multi-channel communication, crafting content

Storytelling for the Charities sector

03 Oct 2017 by Mike Tisdall

The charity sector in New Zealand is facing new reporting standards with the gradual adoption of Statement of Service Performance (SSP) in addition to the traditional financial reporting. RSM New Zealand, an...

Storytelling
storytelling for the charities sector mike tisdall

the charity sector in new zealand is facing new reporting standards with the gradual adoption of statement of service performance (ssp) in addition to the traditional financial reporting.

rsm new zealand, an accounting and audit firm with a leadership position in the not-for-profit sector, held a seminar in mid-september to coach management in the skills needed to meet the new requirements, report beyond financials, and optimise the telling of their story.  

insight’s founder and strategist, mike tisdall, outlined some key tools to help these organisations structure their thinking, understand their audiences, plan perception shifts, and simplify and clarify their key messaging. using mainly corporate best practice examples, mike was able to show the audience how storytelling can reach out to both hearts and minds by capturing the soul of the organisation, painting the vision and supporting the big picture with facts and data to indicate progress towards the goals.

examples from the corporate world included mercury, vector, sanford, auckland airport and ravensdown. but insight has also been applying these storytelling principles to selected nfps for a number of years, and shared a series of award winning reports for stand children’s services (previously children’s health camps) to show how the principles can easily make the transition from corporates to charities.

mike tisdall, storytelling, reporting, not-for-profits, charities sector, statements of service performance
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