This week Cord interviewed Daniel T. Richards, the Vice President & Director of Digital at The Federalist Society. Cord & Daniel discussed three FedSoc projects: the SCOTUS Brief video series, the “No. 86” educational project, and the National Lawyers Convention.
- Changing style, rather than content, to increase engagement and get viewers to watch a video all the way through
- Managing a video release schedule and consulting with subject matter experts on content creation
- How FedSoc measures the success of this video project
- How-to use targeting in ads, including geotargeting ads at 150 law schools, to focus on your core audience
- Why create an online educational series?
- How FedSoc uses student chapters and direct outreach to professors, even hostile professors, to promote courses
- Planning a project of this size and selecting the next courses to create
- Creating a release schedule that maximizes organic reach
- Using internal producers along with subcontractors like Phaedo Creative to create the videos themselves
National Lawyers Convention
- What do marketers do when a conference is already hugely successful?
- Making a conference beautiful and emotionally engaging
- The importance of high-quality photography and hiring a professional photographer
- Using lighting, backdrops, and 4k video to make an event video look great
- Livestreaming and why FedSoc abandoned the idea of putting event videos behind a paywall
- How to use simple things like hashtags to promote an event
- Using “tweetboards” or a hashtag printer to get event attendees excited about sharing
- Using a photo backdrop to create your own red-carpet-style photo ops
- Scheduling interviews with event attendees
- Getting footage of attendees talking about your events, talking about issues, talking about your organization so you can update a general about your org video, update fundraising videos, or use in future video projects
- Using Airtable and Zapier to keep everything on-track
If you work in the Washington, DC area, contact Daniel via email or on Twitter to RSVP for the next FedSoc rooftop marketing meetup.
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