All of James Odene [User-Friendly]'s Comments + Replies

Hey, thanks for reading.

Yeah, we wouldn't say that they were unsuccessful, just less-so.

In a broad sense, we'd expect ads that were poorly branded, rational arguments only and lacking in intrigue and interest as 'unsuccessful'

Hey, thanks for reading.

The objective for the campaign was increase the brand awareness (taking people from 'never heard of GWWC' to 'remember that they exist') and not conversion (taking people from 'remember that they exist' to 'doing something'). We would never expect people who had never heard of GWWC to hear about them for the first time and then pledge. It's going to take time to warm them up. It's also not part of our campaign test, or within our control the ability of the site to convert traffic.

That said, it's important to remember long-term brand... (read more)

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Ben_West
1mo
Thanks! My apologies for missing that.

Thanks for your comment Melissa.

In terms of EA as a movement or individual orgs, I would vote for the latter. They typically will have clearer CTAs and modes of supporting their target audiences. Whereas we've seen many challenges to having one unified movement that must represent us all, and us all it. The fundementals of the approach can guide and inform the organisations, but I'm not sure 'the movement' needs to be a something we present to the gen-pop vs organisations, though of course I wouldn't see this as an either/or decision. Both need to improve the marketing work, but perhaps for different reasons.

Thanks for your message Jeffrey, always great to hear from fellow creatives.

Love seeing marketing in here! New organisations often haven't budgeted for their marketing needs. It would be great to see systemic change in funders making clear what's expected and that includes a marketing spend (in most cases).

Thanks for commenting.

Sure, I'd be happy to.

This first example of a research org is needing short-term action, so long-term branding for them would have ideally predated this need and built a bigger audience that knows their brand and would be likely to support. For this current need, they are using short-term activation marketing, but would get much greater success if they'd already committed to building their audience over a longer time. So the current ads for this purpose wouldn't be long-term, but would be support by past long-term marketing.

The startu... (read more)

Hey Yonatan, thanks for reaching out! I think we're both at EAG DC over the next few days, let's meet up and chat about this? :)

Thanks for commenting Linch, this is a great point. I agree on this viewpoint. There are likely many benefits to meta services like the one you describe being covered by more than one org, not least the diversification of skills, focus, specialisation and resource.

Hey Christian,

That's great to hear - thanks for sharing. I'll aim to be writing posts of this style fairly regularly, but do shout if there's a topic you'd particularly like me to cover.

Thanks Peter - I do agree that marketing and communications could do with being more highly prioritised, broadly speaking.  I hope to at least provide some of the basic knowledge that might help others stay away from some of the easy traps to fall into.

Hey Sanjay, thanks for your message.

Yes, this is a good point you raise. As you mention, I don't think the same rules apply to every context and given that EV Ops (and any of the CEA brands/sub-brands) are central components to the entire movement, there is little issue with them using 'Effective'. They may still face some issues with cannibalisation, though as you suggest EV Ops is so niche and inward facing that it needn't play by the same rules. My post here is referring to satellite organisations emerging from, surrounding and across the movement, not ... (read more)

FWIW, I have to correct myself every time I read EV Ops that it’s not Expected Value Ops. (That being said, I don’t know anything about marketing; n=1)

EA marketing agency User-Friendly is looking for a PT Content Coordinator freelancer. The role will be to help our clients manage their online presence and marketing activities.

Location: Remote however compatibility with the UK time zone would be preferred
Remuneration: £25,000 (pro-rata)
Hours: 25 hours per week
Duration: Until 31st December 2022 (with the possibility of extension)
Contract Type: You will be contracted on a freelance basis
Start Date: As soon as possible

 

Application deadline: Friday 8th July

 

Find the full job advert here