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Company Spotlight #8: Bay Area Video Coalition

Video making is a storytelling medium that has a dramatic ability to connect artists and audiences. A well-made video can create almost supernatural levels of understanding and engagement. Kallen Media is proud to work with companies who see video as a powerful force for change; that’s why we work with the bay area video coalition. (BAVC) So today, we want to bring you our seventh company spotlight on the bay area video coalition.

The BAVC was founded in 1976 to create a social hub and resource network for media makers. The coalition has helped thousands of creators and archived incredible amounts of filmography. In this blog, we will break down some of the team’s work, how you can help, and a little bit about our work with the BAVC. After this blog, you will know all about the impressive work happening around media production in the bay area! So let’s get started by talking about what the BAVC does every day.

Who is The Bay Area Video Coalition

One of the organization’s main focuses is to empower people to tell their own unique stories through film. the BAVC uses art, education, and technology to tell truly diverse stories. This help can come in many forms; the BAVC offers classes to teach people about film and film production. But they don’t stop with education. The coalition also supports and funds filmmakers! By educating and producing videos, the bay area video coalition creates a safe environment where creativity and personal growth can thrive. And the BAVC also has programs for kids. the next generation of filmmakers are encouraged to grow their skills early with the coalitions youth classes. But the coalition isn’t just making new films; they are also preserving old ones.

filmstrip

Besides teaching, this group is preserving old films on outdated playback mediums. The BAVC is actively digitizing old movies and maintaining our historical records. To date, the organization has rescued over 7000 hours of footage from the sands of time. Even if we kept all our old videos in ideal storage facilities, the film naturally breaks down over time. Because of this decay, moving films into the digital medium now is more important than ever. Without programs like the BAVC and other preservation teams, we could lose an incredible amount of important historical footage. By preserving old films, training, and empowering new filmmakers, the BAVC ensures the rich history of videography lives on.

Kallen Media and The BAVC

From the day Kallen Media started, we’ve always had a soft spot for working with nonprofits. Also, we’ve always been fascinated with the power videos have. So when we got the opportunity to work with BAVC, we were very excited. After our initial meeting on the Catchafire platform, we got to continue our work together. Lately, we have even been lucky enough to create memorable google ads for the bay area video coalition. BAVC, like so many other nonprofits, are seeing real benefits from the Kallen Media services. So what is unique about Kallen Media’s plan for promoting nonprofits?

Our nonprofit strategies focus on fostering or strengthing community ties and connecting charities to potential supporters. Kallen Media has had the pleasure to work with hundreds of nonprofits, so we understand 501 c 3 advertising. We can even help you get access to special grant programs that provide registered nonprofits with free advertising! Kallen Media can help you get access to google ad grants and other nonprofit specific marketing tools. Now that you know what they are all about, are you asking how you can help the BAVC?

How You Can Help The Bay Area Video Coalition

The BAVC is a multifaceted organization that has multiple functioning teams with different goals. So if you’re interested in film in any capacity, the coalition has a place where you can help. One of the main ways to be a part of the coalition’s efforts is to become a member. Membership comes from several different packages that allow anyone to participate regardless of income. Similarly, the coalitions’ always looking for new instructors or hosts for events. But if these options are too involved, the BAVC also accepts donations. Whenever you donate to a registered nonprofit, the gift is tax-deductible; this means that you’re helping yourself when you enable the BAVC. Getting a campaign noticed can be tough, but with your help, the BAVC can’t fail!

camera

Bay Area Video Coalition Company Spotlight 7

Video has the power to connect people like almost no other art form. And because of this, telling diverse stories through film is essential. The bay area video coalition has been supporting filmmakers and promoting diverse storytelling since the 1970s! We are proud to support the work the BAVC is doing. That’s why we wrote the Bay Area Video Coalition Company Spotlight. Kallen Media loves working with the BAVC because we have heard their members’ stories and see how critical their work is. If you want to get involved with the coalition, head over to their website and learn more about the different ways you can support them. And if you’re in our other work with nonprofits, check out our last spotlight.

Digital Marketing Blog Content: Creating Engagement

Digital marketing is continually changing its practices to ensure it keeps up with changing trends in media. These online-focused agencies employ various tactics to ensure clients’ websites receive the traffic they need to grow. Today we will give you an overview of one of the most potent tools a digital marketing professional has; blogs! We will talk about how professionals write SEO, optimized blogs, blog content, and much more. So what exactly is digital marketing blog content?

A digital marketing blog is a blogging platform run by a business to improve SEO rankings and drive web traffic. Blogs like these have a specific niche audience in mind and rife with information people are want to read. But you can’t talk about these blogs without knowing about the helpful tools marketers use to write them. So how do modern digital marketing ensure a blog will be successful?

SEO Blogging Tools 

Creating a reliable flow of blogs can be a long process with a lot of hard work involved. Blog writing tools help cut down the workload for writing the perfect blog. Digital marketing professionals use a whole suite of tools to ensure that blogs come out well made and on-time. The first step to setting up your blog is identifying a target audience. this audience should be potential clients or customers who want to read your blog and build loyalty to the brand. Once you know who you’re writing for, you can tailor your content to meet their wants and needs. Keyword analytics and SEO rank identifying tools will help you flesh out the meat and potatoes of a blog post even if you’re unsure what to write.

Writer

Other tools in the blogging arsenal are more esoteric. Scheduling blog posts allows you to get the timing of a post perfect so it is available when it would have the most reach or impact. And consistency or regularly posting will help turn your blog into a reliable source of information, which in turn drives click-through rates. Every digital marketing blog will be different, but you can ensure your blog will stand out to the right people by understanding necessary blogging tools and strategies.

Blog Content

We mentioned blogging to your audience, but what does that look like in the real world? Well, content should be specific to the questions your desired audience is asking. When choosing keywords focus on customer questions. If your blog informs people about relevant topics in your niche, people will associate that positive experience with your brand. Directed blogging will ensure people come to your website when they seek out answers online. Developing customer outreach is hard, but blogging helps! But your content has to be relevant for your blog to be successful. An influential blog is backed by market research and written from a place of knowledge. This whole process starts with creating a plan for your content and how you will grow your blog.

The easiest way to keep your content on target is to have a structured plan for your blogging operation. Before a content creator even starts writing, they should know who they are writing to and their preferred tone. Once you have clear goals and are focused on a particular niche, it becomes easier to create new content that you know your audience will consume. Your blogging plan should, at a minimum, identify audiences, posting schedules, and two central topics on which your posts’ focus. Without an audience schedule or guide, it will be tough to write a blog that will help your SEO rankings.

Outsourcing Blog Content

writing your blog can create savings in the short term, but you’re bringing on a massive workload in addition to your other regular responsibilities. Outsourcing a blog can save your company a surprising amount of time and money. Hiring a digital marketing team will give you access to a range of content options that will be tested and have verifiable results. But what should you look for when hiring an agency for this work?

writer

Digital marketing blog content requires finesse to get right. So if you’re thinking of hiring a writer, you should make sure they understand the subject matter. a personal knowledge base will ensure your blogs are relevant to the reader. Similarly, it would be best if you look for an agency with experience in creating blogs. The blogging industry takes time to master, so a healthy portfolio is a good sign your marketing professional knows their stuff.

Digital Marketing Blog content

The field of digital marketing is always changing. So digital marketers need to stay up to date with the most modern and influential practices. And while some strategies change, other tools like blogging seem to stay in style. That’s why today we talked about how we write blogs, what tools bloggers use, and more! A business blog can single-handedly improve web traffic as long as you stick to your plan. Effectively planned blogs with niche-focused content will improve your click-through ratings as long as your consistent. Writing blogs can be daunting work; if you’re looking for a professional blogging service to take that stress off your plate, contact Kallen Media today.

What You Need to Know When Branding Your Business

When starting a company, branding is essential. Equally important is making sure your brand conveys the right message. I consulted with Laureen Burd from LadyBurd Designs for her expertise on what you need to know when branding your business.

According to Laureen, there are many branding to-dos, including choosing and obtaining a company name, as well as defining your business. The next steps are what we will discuss today:

  • Your Logo
  • Colors and Company Fonts
  • Consistent Branding Message

Branding Your Business: Creating the Logo & Tagline

The first step in branding your business is to develop a logo and tagline. These should not only represent your brand but be unique and stand out in an often crowded marketing environment.

Creating Your Logo

Logos come in many forms. For instance, they may include the company’s name stylized, an eye-catching illustration, and/or a combination of the two.

Because creating a logo can be overwhelming, before you begin, start by getting some inspiration. First, look at your competition and other companies that have great logos. Then, refer below for suggestions on how to get those creative juices going:

  • The logo needs to speak to your customer. For example, what does this demographic look like? Are they more conservative, modern, progressive? What are their hobbies? Do they like to garden? Represent this in your logo.
  • The logo needs to look good in black and white, not only in color.
  • Needs to have a classic design, not trendy, or out of style in a year or two.

The next step, it is time to create your logo. There are numerous tools out there to help you do this. Here are some free logo design tool options.

Additionally, you will need multiple logo versions. Multiple versions are needed for websites, print materials, websites favicon, social media, etc.

Logo branding page. On this page you see the different logos and when you use these logos based on the background color of the website or printed material.

Example of logo variations. Logos created by LadyBurd Designs.

 

The Right Tagline for Your Brand

A good tagline is memorable, short and perfectly defines your brand. Think about Nike’s “Just Do It,” or M&M’s “Melts in Your Mouth Not In Your Hand.” For either of these brands, you recognize the company by just hearing the tagline.

To create the perfect tagline, start brainstorming and jotting down ideas. Here are some questions to think through:

  • Words that describe your company’s brand?
  • What services does your company offer?
  • Emotional or action words that describe your brand?

Now take the words you jotted down and start to play with creating your tagline.

There are also free slogan generators. Even if you don’t use the generated slogan, it will help to get you started. Before you sign off, always have others review.

Branding Your Business: Finding the Right Colors & Font

Now it’s time to decide upon the colors and fonts. 

These are key to having great branding. If a potential customer can not read your ad, website, etc., that results in lost business.

To start, look at the competition. An easy way to find out what fonts and colors a competitor is using on their website is by inspecting elements on their web page.

The Right Brand Font Styles

Another way to inspect font styles on a web page is to install a free font finder plugin tool, such as WhatFont. The link is to WhatFont’s Chrome plugin. They also offer plugins for different browsers, as well as mobile. Then, think through your brand and what type of fonts will work best for your brand.

Shows what WhatFont does when being used on a web page. Ways to determine fonts to use for your branding.

Example of WhatFont.

Additionally, if using multiple font styles (should not use more than 3) they must work well together. An easy way to find font pairings that work well together is Google fonts and their fonts are free. There are many font sources that charge or are only free for a certain use. Always read and understand the font licensing before using it.

Once your font styles are chosen, there are more decisions to be made. For additional information on font guidelines refer to this blog.

The Right Brand Colors

Great font style is backed by a good color theme. This means across the web, print media, etc. the colors need to reflect your brand and should work together.

The first step, determine your color theme. There are free tools available such as Canva, which offers color selection resources. Adobe Color is another option. Furthermore, with Adobe Color you can look through premade themes or create your own color theme. Also, if you have an Adobe Creative Suite account you can add your color theme to your Adobe Library.

Shows what Canva color theme selector page looks like.

Example of Canva color theme selector.

The next step, deciding your company’s primary and secondary colors. The primary colors are the colors you will use the most. Secondary colors you will use sparingly. Because color is part of branding, you need to clarify primary and secondary colors to keep yourself and your team consistent.

Last thing to keep in mind, be aware of colors and font being used for those that are color blind.

Branding Your Business: Consistent Brand Message

The final topic in branding your business is having a consistent branding message.

Consider the example below. There is a mix of branded materials, printed materials and digital materials, which all have the same brand message.

Photos of Pinnaql companies printed branding materials and a photo of their website. Shows the brand consistency, even though one is a print material and other is on the web.

The photo on the left is of a company’s printed marketing materials and on the right the same company’s website. Branding materials provided by LadyBurd Designs.

Same Branding Message with Photography and Graphics

Now let’s talk about your visuals, photography, graphics, and all other visuals that give your media some life. Below are some popular visuals that you will probably use and some guidelines:

  • Photography – Photos need to be shot at the same angle, use the same lighting and look cohesive. The same standards apply when using stock photography.

Example of What Not To Do

Shows an example of two photos. The two photos look very different. Shows an example of what you need to avoid when selecting stock photography for your website.

Two photos of food, however, the way they are photographed are very different and should not be used by the same company. Photos provided by Unsplash.

Example of What To Do

Shows an example of two photos. The two photos are photographed the same way. Shows an example of what you need to look for when selecting stock photography for your website.

Two food photos are photographed similarly and can be used by the same company. Photos provided by Unsplash.

  • Illustrations/Graphics – Same color story and same style.

Example of What Not To Do

Shows an example of two illustrations. The two illustration look very different. Shows an example of what you need to avoid when selecting illustrations/graphics for your website or print.

Two illustrations, the color story and style are different and should not be used by the same company.

Example of What To Do

Shows an example of two illustrations. The two illustrations are the same color story and style. Shows an example of what you need to look for when selecting illustrations/graphics for your website or print.

Two illustrations, similar style and the same color story should be used by the same company.

Below are some graphics and photography sites that provide primarily free resources (read the licensing on each photo/graphic before downloading):

Photography:

Illustrations/Graphics:

When using illustrations/graphics or photography online, read through and understand the licensing agreement. If you are questioning the license, reach out to a legal professional. Using a graphic or image inappropriately can end up in a fine.

Providing Branding Standards

Now that you have completed the steps above, you need to create a branding guide book. In this book, you will provide everything created above and standards for each of these areas. This will ensure everyone in your organization and external users use your branding elements appropriately.

 
Shows acceptable and unacceptable logo usage.

Page from the branding guide book that shows proper logo usage.

In conclusion, branding is a big project to take on. However, once complete, you will be very thankful you put in the time and your business will reap the results. There are many companies that specialize in color and branding like LadyBurd Designs that will create your branding kit.

Once your branding is done you will have all the information needed to start to market and build out your responsive website.

Google Ad Grants Webinar

Nonprofits how would you like to receive $10,000 a month for free Google advertising? In this case, it is not too good to be true. Currently, thousands of Nonprofits have benefited from Google Ad Grants. Below will review topics recently discussed during a Google Ads Grants webinar hosted by Catchafire. “Google Ads: Overview for Beginners.” Topics will be reviewing:

  • What is Google Ad Grants
  • Do You Need
  • Eligibility and Set-up
  • Creating Your First Campaign
  • Keyword Research

Google Ad Grants Logo

Google Ad Grants Logo.

What is Google Ad Grants?

Google Ads is formerly known as Google AdWords and Google AdWords Express. These are the advertisements. That appears when you search Google, YouTube, and other sites across the web. Businesses that buy Google Ads, are able to choose specific goals for their ads. Such as driving phone calls or website visits. Here is additional information on Google Ads. There are similarities between Google Ads and Google Ad Grants. However, there are also restrictions when using Ad Grants.

Google Ad Grants – Do You Need

First, decide if your nonprofit needs Google Ad Grants. For example, your nonprofit must have a website. Also, must have traffic goals for the application to analyze. And someone at your organization to create and manage the ads. Ad creation and maintenance are important. Without your organization will not follow guidelines in the policy compliance guide. We will discuss this guide more below. If you have a website and targeted goals. And do not have time to manage. We can help with your Ad Grants management.

Google Ad Grants – Eligibility & Set-up

Besides having a website, what else is required to be eligible for the grant? First, you must be a 501c3 nonprofit. Then review and ensure you meet all requirements. Once you have determined you are eligible. The next step, request a Google for Nonprofits account. Additional steps then need to be completed. To help, we created a seven-step guide.

Google Ad Grants – Creating Your First Campaign

Once you are accepted, time to create your first campaign. There are certain rules to adhere to when building your Google Ads Grants campaigns. As mentioned above. You must have a website for your Nonprofit. When you create the campaign you will enter your website’s URL.

Then input the information about the campaign such as the campaign title. Next, where the campaign will be viewed (by state, country, worldwide, etc.). Once the initial information is completed. Refer to the flowchart below. This shows what is required to create each Google Ad Grants campaign:

A flowchart showing how to build out a Google Ad Grant Campaign

The flowchart shows what is needed for each Google Ad Grants campaign.

Creating the Ads

You can create more ads than shown in the flow chart above. However, two ads are the required amount. For each ad, provide a link to the webpage that relates to the ad. Can not be a link to your social media site. Additional information such as setting a budget goal. Then providing at least 5 keywords per ad. And creating a minimum of two text ads and one responsive ad.

In addition, as mentioned above. Rules on ad creation are different from Google Ads. Review the policy compliance guide. To understand what is not allowed for Google Ad Grants.

Difference Between Text and Responsive Ads

Google Text Ad.

An example of a Text Ad (example provided by Google).

A text ad has three parts, a headline, display URL, and description text. You write the headline and description. Then insert the URL from your website. Your headline and description length need to be close to the word count allotted.

Whereas responsive ads are built using Google’s algorithm. With responsive ads, Google can tweak your headlines and descriptions. This enables your ad to compete in more auctions. Meaning your ad has a higher chance of being shown.

Google Ad Grants – Keyword Research

Example of SEMRush

Example of a keyword search option in SEMRush.

Google Ads is used to attract people to your site. To help with a cause, donations, etc. Google Ads uses an algorithm to determine which ads to show and when. In order to have your ads seen more by the right people. You need the right keywords. To determine the right keywords use. There are tools such as SEMRush. A tool that analyzes keywords. Another free keyword search tool is Google Ads Keyword Planner.

What keywords should you search for? If you are lost on where to start. Google has a resource that shows what types of keywords to use.

Bad Keywords

Now, let’s re-review the Google Policy Compliance Guide. When you are inputting keywords. There are some that are not allowed to be used. Such as single words. As well as overly generic keywords. Once your ad is running keywords will be ranked. Always review your keywords in each campaign often. And pause all keywords with a low-quality score of 1 or 2.

Additional Information

In addition to the Google Ad Grants. Nonprofits will have access to other free services provided by Google. Resources for G Suite and Google Earth and Maps. All available to apply for.

In conclusion, Google offers many services for nonprofits. Watch the Google Ad Grants webinar. Think the grant might help. Why not sign up and try it out. Free advertising that your nonprofit can benefit from. On the world’s most viewed websites.

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