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20NTC Session Proposal
Marketing/Communications

Craft a Visual Storytelling Campaign Without Breaking the Bank

Description

Throughout the fight to protect the Affordable Care Act, The Hub Project tested and refined tactics for collecting and disseminating personal stories online to sway elected officials and our target audiences.

Learn how we piloted a new, people-first model for gathering personal stories—with an emphasis on video testimonials—combining traditional field and modern digital tactics to move the needle on health care among persuadable and conservative voters, and to convince others to share their own stories. We’ll share our tactics, optimization strategies, paid and organic promotion methods, and overall learnings to help you craft your next storytelling campaign.


Learning Outcomes

  • Use innovative techniques to collect stories online and offline -- then disseminate them via paid and organic tactics
  • Create compelling video testimonials (including low-budget recording techniques using cell phones and Skype) that sway your targets
  • Learn how social media influencers can help you amplify your message

Tags

Social Media

Speakers

Ruiyong Chen

Managing Principal

Precision Strategies

Ruiyong is a Managing Principal at Precision, leading the firm’s digital advertising practice. She oversees the paid media work on a wide range of clients from General Electric to the Center for American Progress and The Weather Channel. She focuses on building data-driven targeting strategies, content planning, and developing innovative media plans across a wide variety of traditional and emerging platforms.

Ruiyong came to Precision after serving as a Client Services Manager at Warc, an advertising research and media investment firm, and is an alumna of Governor Deval Patrick’s re-election campaign.

Since joining Precision, Ruiyong has been focused on helping our clients leverage and implement digital advertising strategies to meet their branding and acquisition goals. She had helped run persuasion and direct response campaigns to targeted voters on high profile political races in the US and abroad, connect millennials with new and disruptive programming to drive tune-in for a growing media company, and identify new audiences for national nonprofits and advocacy organizations.

She is a graduate of Georgetown University with a degree in international politics and currently lives in Washington, D.C.

Laura Packard

Partner

PowerThru Consulting

Laura Packard is a stage 4 cancer survivor (Hodgkin’s Lymphoma), based in Denver, Colorado. She is a digital consultant for non-profits, a health care and voting rights activist, and a Health Care Voter national co-chair. She has been blocked by President Trump on Twitter, thrown out of a town hall with U.S. Senator Heller, and her story has reached millions of people worldwide. Laura worked for the AFL-CIO in 2009-10 to help get the Affordable Care Act passed, and now it is saving her life.

Emily Seldin

Associate Director of Digital

The Hub Project

Emily Seldin is the Associate Director of Digital at The Hub Project.

Prior to The Hub Project, Emily served as the digital content manager at the Labor Department as a political appointee in the Obama administration. She created and managed content for official digital and social media accounts of the department and the Secretary of Labor. In this role, she developed a number of digital strategies for ongoing campaigns including minimum wage, paid leave, and worker voice; and final rule rollouts for conflict of interest and overtime. Previously, Emily worked for Young Invincibles’ consulting arm, managed health care advocacy clients at Blue State Digital, and worked on a number of issue-based campaigns at the Center for American Progress. Emily began her career in Washington working for Sen. Claire McCaskill.

Emily is a St. Louis native and graduated cum laude from Bucknell University.

Brandon Zavala

Organizer

SoCal Health Care Coalition

A lifelong resident of the Antelope Valley, Brandon Zavala has been active in community organizing since 2012. In 2013, Brandon Zavala came out at the age of 20 while testifying before a Lancaster City Council meeting opposing the city’s harmful policy of protecting a city commissioner anti-semitic and homophobic slurs during a public event. In 2014, he was appointed to the Palmdale Mobile Home Rental Review Board, the youngest appointee in Palmdale history. Brandon has worked in the labor movement, and within swing districts on multiple top-targeted legislative races during the 2014 & 2016 election cycles. In 2017, Brandon has organized the Antelope Valley organizing efforts against Congressman Steve Knight, successfully working with ally groups to knock on more than 15,000 doors, register hundreds of voters, and mobilize more than 2,000 people in the district in unique actions.

Barion Grant

Creative Director

Health Care Voter

Barion Grant is Creative Director at Health Care Voter, developing original content for the campaign and partner organizations. Barion has produced award-winning documentaries and television programming focused on creating cross-platform content to connect brands with niche audiences.

Barion has more than 15 years of production experiences as an innovative film and television producer, a new media entrepreneur and founder of theGrio.com. With a client list including media companies like MTV, MSNBC, ASPiRE TV, BET and TV ONE, he has produced over 100 programs and served as Associate Producer of the Oscar nominated documentary Tupac: Resurrection.

Barion is from Harlem, NY and is a proud native of Newark, New Jersey. He studied radio, television and film production at Rowan University and spends his free time enjoying live music and traveling to independent film festivals.

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Details

Room

251

Day

Thursday
March 14, 2019

Time

10:30am – 11:45am

Hashtag

#19NTCstoryviz

CFRE Credits

NFR - 1.25

Collaborative Notes

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Session Evaluation

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