Daniel T. Richards, The Federalist Society

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

No. 86

  • 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.

Please remember to rate and review this show on Apple Podcasts, follow Tallest Tree Digital on Twitter, like our page on Facebook, and share this show with other public policy marketing and communications professionals like you.


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