Marketing and Advertising Archives - CATMEDIA Internal Communication

Data Visualization: 5 Reasons to Use It to Tell Your Customers’ Story

April 28, 2020/in Data Visualization, Marketing and Advertising, Sales /by Lindsey Latimer

Data visualization, a tool by which facts, statistics, or other complex pieces of information, are presented in a format where trends and developments are easily grasped and understood. Our eyes are naturally drawn to color and focal points. Visually-immersive presentations using graphs or charts can effectively pull attention to the key points of research and analysis. This becomes particularly important when it comes to decision making and responding to new events in a timely fashion. A spreadsheet or data script, while often a necessary part of information gathering, can also be confusing and overwhelming.

Conveying Concepts in A Universal Matter

Even after key points are identified and understood, there typically remains the risk that changing or adding new items of data could once again cloud things for a period of time. For example, a store manager might not understand why sales were down a particular month, when no changes were made at a staffing or supply level. With data visualization, defining trends and patterns becomes much easier as they quite literally appear in front of us. This is one of the many reasons why data visualization is important: It’s “a quick easy way to convey concepts in a universal matter,” [i] where experimentation with the input can be done quickly, and the consequences of varying or experimenting with that input can be seen quickly as well.

Clarifying Problems with Data Visualization

Another reason is correctional in nature, in that it can clarify what areas of the data are problematic or need attention. A webcomic by Randall Munroe presents several thousand years of average CO2 levels throughout the world in an interesting, scrolling format. [ii] Merely looking at the numbers might not give the full story. Due to variations and shifts that appear consistently throughout the chart. However, at the bottom of the chart is when we can understand that the numbers present a marked change from the pattern up until that point.

Isolating Relevant Parts

Data visualization is also important because it can isolate those parts of a series that are relevant to specific questions or topics. [iii] For example, a trend such as customer behavior is a complex and seemingly-arbitrary collection of data points. If one were to gather together all the different factors that influence a shopper’s purchasing decisions, it would, by necessity, be presented as a grid of crisscrossing numbers and dates. While the causes behind some of the trends here would be somewhat straightforward (i.e., people stop buying hats and mittens when the weather turns warmer), determining the reasoning behind other trends is typically requires a multi-step approach.

Game of Thrones and Data Visualization

For example, the TV show Game of Thrones had increasingly higher and higher ratings every week of its second season in 2012, building up to the climactic episode “Blackwater” . . . which saw the ratings plunge [iv]. They went right back up the following week for the finale, but simply looking at the raw viewer numbers presents more questions than answers. The episode in question had very good user reviews, as did the episode before it. What happened? The answer can be found by again, looking at the data. This particular episode debuted on Memorial Day, a three-day weekend, and many viewers simply happened to be out of the house that evening. We know this by looking at flight and travel data for a typical Memorial Day weekend [v]. By observing that, year by year, travel-related activity noticeably ticks up across those dates.

Determining How and Where to Sell Goods and Services

Data visualization helps us determine how and where to sell goods and services, or in other words, “which products to place where.” [vi] Location is a key value in real estate, and the same holds true here: No one will buy your product if they don’t know how to find it, and no one will know how to find your product if you don’t know how you’re placing it. To this end, companies routinely collect sales data on different products[vii]. The relative importance of each metric is presented in a very straightforward way. Price is considered most strongly. Followed by the type of store the product is sold in, and then various physical descriptors of the product itself. In other words, the chart demonstrates that the factors of affordability and convenience seem to outweigh many other considerations. Which suggests that the big takeaway is: Make it easy for a customer to purchase something.

Planning Ahead

Finally, data visualization plays a reactive role for businesses, and helps them to determine what products might be in demand in the future. Many companies use visuals to help them make sense of these trends, and often make sense of time series forecasting, or “[using] a model to predict future values based on previously observed values.” [viii] Essentially, they look at previously occurring sales events over a long period of time, typically spanning several fiscal cycles. Then use those numbers to make predictions as to what sales of a specific product should look like as time goes on.

As before, there are often several metrics that are useful to graph in this fashion, including item sold, number of sales, date sold, location sold, how many customers were in the store on that date overall, etc. However, knowing how much emphasis should be placed on each metric, and what sort of emphasis, is a question that data visualization is well suited at exploring.

A typical visualization of these data points can be presented in an easy-to-understand graph form. Where the peaks and valleys of any given arrow chart generally stand out pretty clearly, and often coincide with memorable dates and events. Sales of green shirts might spike around mid-March. Fireworks sales in certain states boom over holiday weekends, but especially at the beginning of January and July.

To the Point . . .

Moving away from holidays, a downturn in customer activity might appear a mystery. Until the data visualization shows that a rival store opened across the street on that particular month, and many potential customers may have considered exploring a new option during that time. There are many more reasons to use data visualization. Ultimately, they remain a very good tool. Most importantly, they don’t just answer a great deal of variable questions about your target market. They make it easier to understand who your target market is and how they behave.

What are some ways you use data visualizations to explain concepts and ideas? Please share in the comment section below.

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CATMEDIA is an award-winning Inc. 500 company based in Atlanta, Georgia. Founded in 1997, the company specializes in advertising, creative services, media production, program management, training, and human resource management. As a Women-Owned Small Business (WOSB), CATMEDIA provides world-class customer service and innovative solutions to government and commercial clients. Current CATMEDIA clients include Centers for Disease Control and Prevention (CDC), Federal Aviation Administration (FAA), and the Department of Veterans Affairs (VA).

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[i] “Data Visualization: What It Is and Why It Matters.” SAS.com. N.p., September 2019. Web

[ii] Munroe, Randall. “Earth Temperature Timeline.” xkcd.com/1732. N.p., December 2016. Web

[iii] “Data Visualization.” SAS.com. N.p., September 2019. Web

[iv] Hibberd, James. “Game of Thrones Ratings Dip for ‘Blackwater’.” EW.com. Meredith Corporation. May 2012. Web

[v] “Holiday Season Sales vs. Memorial Day Sales Trend” trends.edison.tech. N.P., May 2018. Web

[vi] Vadapalli, Sricharan, Hands-on DevOps, Packt Publishing, Birmingham, UK, 2017, p. 31

[vii] Olton, Andrew. “Data Science Case Study: Optimizing Product Placement in Retail.” towardsdatascience.com. N.p., May 2018. Web

[viii] Li, Susan. “An End-to-End Project on Time Series Analysis and Forecasting with Python.” towardsdatascience.com. N.p., July 2018. Web

Recycling Video: 5 Ways to Repurpose Your Existing Video Content

April 16, 2020/in Editing, Filmmaking, Marketing and Advertising, Social Media, Video Production /by Parker Branch

When promoting your brand, creating a continuous stream of engaging, original video content can be challenging; but that’s what your audience has come to expect.

Still, it begs the question: What should we do when production hiccups or uncertain times make shooting a new video impossible?

The answer may come from the content you already have on hand.

Here are five ways to repurpose your existing video assets:

1. Reframe Your Videos for Mobile

Think about your mobile audience.

Chances are if you’ve created video content for a YouTube or Vimeo audience, you probably did so in a standard 16:9 format – the dimensions you’re most likely to see in television and commercial work. While this aspect ratio is ideal for playback on laptops and smart TVs, it’s not as readily consumable in a mobile environment, which means you could be missing out on millions of potential customers.

The solution? Reframe your existing content for mobile.

Vertical video is on the rise, with more and more original content rolling out from studios and influencers every day. The two most popular mobile aspect ratios you’re likely to see are 1:1 and 9:16, with 1:1 being square video and 9:16 being the reverse of the standard 16:9 format we’re used to (think hotdog rather than hamburger).

Whichever ratio you choose, by reframing your videos to be viewable on a taller screen, you open your content up to a wider audience.

Can reframing take time? Sure. As much time as shooting a new video? Not by a long shot.

Bonus: If you edit your own videos in Adobe Premiere, the job of reframing just got even easier. Premiere has a new feature called Auto-Reframe that does the heavy lifting for you – tracking the action to intelligently reframe your videos automatically.

Going mobile has never been easier!

2. Cut Down Longer Videos into Smaller Pieces

Think long-term with short-form video.

Let’s face it, no matter how interested we are in a topic, there’s an upper limit to our attention spans. It happens all the time. We find the perfect video we’ve been looking for, our interest is peaked, we go to press play, then we see the runtime.

We decide we’ll watch it later.

When it’s your brand behind the video, the last place you want to be is in a potential customer’s bookmarks bar. Instead, consider cutting down some of your longer pieces into smaller, more digestible videos.

Think about your content from the user’s experience. Short-form videos are easier to finish, easier to share, and most importantly – easier to remember.

3. Branch Out to New Social Media Platforms

If a piece of your marketing content lives solely on your website, you’re missing out on a huge opportunity for exposure. The same is true if you’re only posting your content to one platform.

Diversity is king when it comes to marketing. The more places you are, the more customers you can reach. And those customers are everywhere.

Over 40 percent of the world uses social media, with more than 350 million having joined in 2019 alone. With new users materializing every day, the more visible your videos are on these platforms, the better.

If you’ve cut down and reframed your videos as we discussed in the previous sections, then reaching into new markets should be a breeze. Just keep in mind the maximum video runtimes for your platform of choice:

Facebook: 240 minutes
Twitter: 140 seconds
Instagram: 60 seconds
Snapchat: 10 seconds

Whichever route you take, take the time to familiarize yourself with the platform, and be sure to share the videos most relatable to your target audience.

4. Repurpose Your Videos as Podcasts

Consider releasing your old videos as podcasts. It might seem like these two mediums are as similar as night and day, but you may be surprised by how much crossover you find between them.

If the intent of your existing video is to educate or inform your audience, there’s a good chance the audio may stand up on its own without video support. If that proves true, creating a podcast from your existing content can be as simple as exporting an audio file.

Can audio content really compare to video? In 2019, 32 percent of the U.S. population reported listening to podcasts on a monthly basis, with the average listener subscribing to an average of six shows. That’s nothing to sneeze at.

Having a regular podcast not only opens this powerful new channel for users to find your content. The subscription-based nature of podcasting also opens up the possibility of reliable listenership for the foreseeable future.

5. Repurpose Your Video as a Blog Entry

Speaking of audio, in this day and age, we should all be transcribing our videos for closed captioning purposes. After all, many of our viewers are hearing impaired, and those who aren’t still report regular use of closed captioning to help with everything from overcoming environmental noise to increasing productivity.

If you haven’t yet gotten into the habit of captioning, YouTube is a great resource. Each video you upload to the site is automatically closed-captioned – though it’s wise to look over the final product for accuracy.

Once your video is transcribed, it’s ready to reach a whole new audience. But you can take this process one step further.

By reformatting your transcriptions as blog posts, you can create unique written content to help drive more traffic to your website.

Simply by having the text on your page, you improve your SEO by increasing your content’s searchability. And by adding your own flair to each post, you can connect to your audience on a more personal level.

Don’t forget to embed your video at the top of the blog. After all, it’s all about the content.

In times when producing new content is difficult, it’s helpful to know there’s always more we can do with the materials at our disposal. The most important thing is to think outside the box and keep creating!

Need help developing a strategy? Check out our blog Customer Engagement: The Go-to-Guide For Developing Your Strategy

Learn more about how we can help you to leverage your existing content by clicking here!

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Staying Connected During COVID-19: “We are on a journey together”

April 7, 2020/in COVID-19, Marketing and Advertising, Press, Social Media /by Brittany Hester

In times of adversity, it’s most important that we unify and stand together. Now, as we face the unprecedented challenges of the COVID-19 (coronavirus) health crisis, it is more critical than ever.

Your health is our #1 concern

CATMEDIA began teleworking three weeks ago, in order to protect the health of our families and the families of our clients.

We understand that many families, communities, and businesses have been significantly impacted by this pandemic and want you to know that your health and well-being is our #1 concern.

As we persevere through this crisis and navigate the uncertainties, we realize that the next 30 or more days will continue to present obstacles as we all work to protect and preserve the health of our families and loved ones.

Just keep in mind, we will get through this.

We will prevail, and while we work through the difficulties of this pandemic, CATMEDIA remains committed to our five core values: creativity, quality of products and services, exceptional customer service, innovation, and integrity. We’ve consistently applied these core values to meet the ever-changing needs of our clients and will continue to serve you as needed.

We’re Here for You.

In the meantime, we’ve made the necessary adjustments to telework and observe social distancing safety precautions, so that we can continue to support your needs and provide first-class customer service. We’re here for you and remain committed to our clients during this time. Here is how our team is staying connected to each other and to our clients remotely:

Regular morning staff video conferences to check in on projects in progress
Contacting our clients about their potentially changing needs due to COVID-19
Conducting video presentations for clients remotely
Checking in on our employees and our clients about their health and well-being

We’ll be back in the office again, but for now, let’s stand together, and do our part to help stop the spread of this virus.

We thank you for the continued opportunity to serve you. Please be safe and take care of yourselves and your families.

– Catherine Downey, CEO and Founder of CATMEDIA

For more information on COVID-19, visit the Centers for Disease Control Prevention. (https://www.cdc.gov/coronavirus/2019-nCoV/index.html).

ABOUT CATMEDIA:

CATMEDIA is an award-winning Inc. 500 company based in Atlanta, Georgia. Founded in 1997, the company specializes in advertising, creative services, media production, program management, training, and human resource management. As a Women-Owned Small Business (WOSB), CATMEDIA provides world-class customer service and innovative solutions to government and commercial clients. CATMEDIA clients include Centers for Disease Control and Prevention (CDC), Federal Aviation Administration (FAA), and the Department of Veterans Affairs (VA).

Video Marketing: Capturing Attention and Keeping It

September 3, 2019/in Marketing and Advertising, Video Production /by William Warren

Video as a medium is one of the most efficient ways you can communicate to a mass audience and convey information. Within seconds, a viewer learns almost everything you want them to know about your brand, your goals, and your benefit to them. High-quality videos with engaging subjects and the right messaging can increase traffic to your website significantly. Content that both impresses and draws in your target audience. Below are five video marketing strategies that will capture your audience’s attention.

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HIGH VISIBILITY ON SOCIAL MEDIA

Many social media platforms, notably Facebook, use algorithms that favor video formats. However, even without the boost from these algorithms, evidence suggests that people are simply more likely to share and engage with video content than other kinds of posts. A video is 53x more likely to populate a Google search than a text article and 40x more likely to be shared on social media. This means that if you have a message you want to get out, video offers the best chances of being seen on major social media platforms.

STORIES ARE YOUR FRIENDS

Stories are videos or photos that play for approximately ten seconds on various social media platforms, notably Instagram, Snapchat, and Facebook. They disappear after 24 hours and can’t be liked or shared, but people are more likely to watch them than to scroll to a post. I can say I am more likely to watch a chain of Instagram stories than scroll through the feed. It’s a great way to get your brand seen and to message in a concise format.

EDUCATION AND TUTORIALS

A great way you can connect with your audience is by posting educational tutorials or tips relevant to your industry. This simultaneously shows off your expertise in a subject. Subsequently, also engaging viewers to learn more about you and your business. They are also easy to serialize, as there is never just one thing people need or want to learn about in your industry.

CALL TO ACTION

Failing to stick the ending is a common video marketing mistake. Your audience might be fully engaged in the content you put out. However, if you fail to use that to motivate them into taking the next step, it will be all for naught. A call to action gives your viewers a next-step once they’ve watched your video. It can be as simple as directing your audience to your website for more information, or the ever present “Like, Share, or Subscribe.”

Video marketing is an exciting and interactive way for you to reach an audience. It is more important and more cost-effective than ever to create video content for your brand. Do you want more information about video-marketing? Check out our website and tell us if we can use video to take your online marketing strategy to the next level.

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Product Packaging: Our 5 Ways To Help You Stand Out

July 16, 2019/in Graphic Design, Marketing and Advertising /by Alex Klawitter

When it comes to developing product packaging, two thoughts that come to mind are: meeting the needs of the consumer, as well as capturing their attention in a sea of competition. Packaging presents an opportunity; messaging ends up straight in the consumer’s hand, and often their home. As a result, it becomes a constant reminder of that product or brand. Below are some tips and questions to ask yourself when producing a great package.

COMMUNICATING with your Product Packaging

Packages perform as vehicles for direct communication between brands and consumers, and should answer questions such as:

What is the product?
Are there benefits of using the product?
How is this product unique?

An array of Apple products and electronics

Packaging is often considered the last advertisement a potential buyer will see before making a purchase. Use graphic design to speak to how the customer should feel with color, typography, texture, and messaging. Consider the design of an Apple package. Each component is arranged with care, making smart use of the space inside. The clean white boxes ensure the focus is on the product itself. Written messaging gets out of the way and product photos dominate the front of the packages. The tech is the star here. Each part of the inner package is considered; from the way cords are wrapped to the origami-esque components that hold instruction manuals. Each choice speaks to how Apple wants their product to be received by the customer: important, good quality, smart, and well designed.

Good design lives at the intersection of creativity and functionality. Imagine a consumer carrying the product out of the store:

How will the customer carry and purchase the product?
How does your product fit into their life?

Woman holding a bottle of juice

THINKING ABOUT THE CONSUMER

Therefore, product packaging that can be carried, stored, and reused, functions to remind the customer of your brand and its value in everyday life. Quality components make lasting impressions, especially if a branded component of the package becomes part of their experience with the product itself.

How does the packaging feel in the hand? Weightiness, often psychologically, communicates higher quality. Choose a material that is pleasant to touch. It encourages customers to hold it longer. The longer they hold it, the greater the feeling of psychological ownership. This can help motivate the customer to purchase an item.

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COMPETITION

Grocery store isles full of various products

What do the competitor’s products look like? Does your product stand out without alienating the consumer? If multiple competitors are already using flashy colors and graphics, a product may actually stand out with a neutral palette and minimal design elements. For that reason, it’s helpful to take visual stock at real stores to determine your competitors’ aggregated color stories and how your product will fit into that landscape. Is there a story missing from the spread? Does your product fill that gap? Be sure to tell your audience why you’re using thoughtful product packaging design.

VALUES

Boxed Water is Better product

Packaging advertises a brand’s values. Audiences seek alignment with brands they purchase from. The ever-rising popularity of green products (which often purport sustainable practices, using recyclable/recycled materials, or using natural ingredients) is a reflection of this desire for shared values. It is also common to advertise other ethical choices such as:

Workers’ conditions
Whether you test on animals
Political stances

These values can be advertised directly on the box to make you stand out from the crowd. While even if your stance may be an unpopular one, an honest advertisement will keep loyal consumers. Consumers desire transparency and are alienated by inauthenticity.

LOCATION

Which stores will you sell the product in? Do those locations speak to the values that the brand purports? If you advertise sustainable, ethically-sourced products, selling products in a large discount department store might create dissonance with the target audience.

Also, you should consider the product’s location in the store itself, potentially using:

Point of purchase displays – These provide more physical space to convey messaging to the customer, as well as helping your product to stand out significantly (as it will no longer be on the shelves next to the rest of the products). Point of purchase displays can also encourage impulse buys when strategically placed.
Endcaps are another great way to boost visibility. They provide a platform for you to advertise items together that may not normally be near each other. Paired products present a convenience to the buyer. They might not bother to find alternatives. A good example of this is selling office supplies together that share an aesthetic theme.

EXPERIENCE

Product packaging is an extension of your brand experience. Opening a product can replicate the joy and curiosity felt upon opening a Christmas present. There are many social media avenues where people share their unboxing experiences on camera, such as Instagram and YouTube. These present an opportunity for your product to gain organic engagement and generate sales. In this instance, the wrapper is sometimes more important than what’s inside. An especially well-designed or unusual unboxing experience will encourage people to share their experience with others. It can be a great choice to develop an eccentric package if you seek to tap into audiences in this avenue.

CONCLUSION

As with most designs, the foundation of your choices should rest on their authenticity to your brand identity and messaging. Above all, be sure to tell the consumer specifically what value your product offers to their lives before they even open the box.

Can our agency help you take your product from just another one lost in the crowd, to one that stands out amongst the rest?

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Aviation Marketing: The Latest Trends Taking Off

May 29, 2019/in Marketing and Advertising /by William Warren

Big changes are going on across the Aviation Industry, and many of the most visible changes are in aviation marketing. With innovations in communication technology and audience preferences shifting more and more towards personalization, there’s a lot to keep up with. Let us guide you through a few of the biggest trends, right now, in marketing for the aviation industry.

STORYTELLING

Across all media and content, there is a marked shift in aviation marketing towards storytelling. Even more, people are naturally gravitating towards narrative and story. By making your marketing content more narratively structured, you make your brand relatable to potential customers.

But why bother even making a brand relatable? By creating a relationship with your audience, you foster brand loyalty. This kind of loyalty will engender a sense of community through specificity and story.

The well-known major American airline company, Southwest, has always been known for its reputable marketing and advertising. The brand understands the importance of using storytelling in their aviation marketing strategy in order to connect with their customers on a deeper level.

Last year Southwest introduced the interactive microsite, 175 Stories, which was described in Forbes as being “a masterful example of brand storytelling”.

Visitors on the site could scroll their cursor over any seat and a picture of a real passenger appears, as well as a story and a video. “The stories serve to position the brand around a customer’s emotional moments—and works especially well in a category where competitors are often seen as lacking compassion. The new campaign is accompanied by television ads, social media posts, and shareable bite-sized content” -Carmine Gallo, Senior Contributor at Forbes. Check out this video case study below about how Southwest was able to tell 175 stories about real passengers.

Ultimately, what storytelling does well is develop a brand identity. Whether it’s how a business was founded or the lengths it might go for a customer, a story that builds brand identity makes your aviation business stand out from the crowd.

PERSONALIZATION

In the age of big data, there are a myriad of tools available to target and personalize your ads to the people who are most likely to seek out your business. These tools collect data and use it to target specific individuals who are looking for, or would consider, your business. Likewise, advertising on Google and Facebook are both optimized by using such tools. As a result, many airlines use marketing automation software for this kind of marketing. For example, after researching for this blog, I’ve already seen several advertisements for AirNorway, Delta, and Southwest Airlines.

What this kind of personalized ad does is speak directly to potential customers. Therefore it bridges the gap between someone looking to make travel plans and the businesses that can deliver the services they need. In effect, it reduces online searches by presenting information to people already looking to travel.

BAM MAIL

As an agency who have worked closely in the aviation industry, CATMEDIA discovered a way for organizations seeking to deliver information internally more personalized and accessible. Imagine having a face-to-face conversation with an entire organization in the morning, and hearing back from them by the end of the day. In a business climate where miscommunication costs you time, money, and productivity, effective communication is critical. Introducing BAM Mail® (Browsable Attached Media). A revolutionary tool designed to streamline communications in a way that is efficient and easy to use.

BAM Mail® is an informational portfolio delivered to designated inboxes in a self-contained PDF file with unlimited potential. CATMEDIA provided this patented piece of technology to the Federal Aviation Administration as a new way to connect to their audience. Consequently giving them a voice, while seamlessly integrating with existing web portals and communications tools. Most noteworthy making it ideal for leadership communications, briefings, company surveys, instructional training, and newsletters.

Click here to find out how CATMEDIA can customize BAM Mail® to fit your organization’s strategic messaging goals!

MAKING AN IMPACT

In today’s world, many consumers look for brands and organizations to be making a positive impact on society through motivational or encouraging campaigns. One of the most successful and impactful efforts CATMEDIA supported is the highly recognized Turn Off Tune In campaign. This joint FAA-NATCA campaign was one of several efforts under Foundations of Professionalism.

Turn Off Tune In not only impacted its intended audience. Ultimately it also led the way for other collaborative FAA-Union efforts and campaigns. Turn Off Tune In’s success and recognition also spurred industry and international interest. As a result, gaining the interest and attention of former National Transportation Safety Board Chairman, Deborah Hersman. The AOC office still receives requests for communication campaigns similar to Turn Off Tune In, further demonstrating the campaign’s success.

MOBILITY

Making marketing materials compatible with mobile devices isn’t a new trend, but it isn’t a diminishing one by any stretch. Every year, more people are turning to their mobile devices and tablets for online searches. This means it is imperative that all digital marketing materials be compatible with a range of screen sizes.

How can you make sure your marketing materials are compatible? Check its presentation on a series of different devices. Changing the format of marketing to fit on a mobile device helps ensure that someone can access your content from anywhere on any device. How will it look on a vertical screen compared to a wide one? Are text and other details visible on a hand-held screen? These are all things that need to be considered and tested before releasing marketing materials for the aviation industry.

GET IN TOUCH

As in all things, innovation in marketing strategies, technologies, and tactics is integral to building a business and staying ahead of the game. Therefore, by keeping an eye on trends as they arise in the aviation industry, you can make sure your marketing plan for this year (and years to come) isn’t falling behind.

So, let us know how we can use our years of experience in marketing aviation to help your brand sore to new heights!

ABOUT CATMEDIA

CATMEDIA is an award-winning Inc. 500 company based in Atlanta, Georgia. Founded in 1997, the company specializes in advertising, creative services, media production, program management, training, and human resource management. As a Women Owned Small Business (WOSB), CATMEDIA provides world-class customer service and innovative solutions to government and commercial clients. Current CATMEDIA clients include Centers for Disease Control and Prevention (CDC), Federal Aviation Administration (FAA), Office of Personnel Management (OPM), and the Department of Veterans Affairs (VA).

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Video Production | The 3 Stages

May 10, 2019/in Marketing and Advertising, Video Production /by Amy Ferzoco

Video is an excellent platform to reach a large audience. It is imperative that organizations begin creating and incorporating video as part of a comprehensive content strategy. The statistics tell their story.

WHY VIDEO?

Most noteworthy, YouTube has more than 1 billion unique visitors monthly. With over 100 hours of video content being uploaded every minute.

So, how do you get in on the action?

Using the services of an experienced video production company will greatly affect the end product, the results of which hit goals that deliver a real Return On Investment (ROI).

Professional video production companies certainly have the skills, equipment, and creative direction needed to produce a video with a clear message that your intended audience can understand. Therefore, it can determine the most efficient and cost-effective ways to pull it all together through best practices in pre-production, production, post-production, and delivery.

THE VIDEO MAKING PROCESS

A good video production company can “see” the script as a finished program. The script can include narration, dialogue, and visual and audio descriptions that tell the production crew what elements need to be captured. While during script development, the client should perform reviews and provide comments. Also, provide approvals on everything from the narrative, to the title, and graphical elements such as fonts.

Whether you are producing a 30-second promo, a training series, or a 90-minute documentary, the stages of video production are probably the same. Therefore, the video production process is broken into three simple stages:

Pre-production
Production
Post-production

Even more, it is important to build in checkpoints and milestones along the way for the reason that there are a lot of moving parts within each stage.

PRE-PRODUCTION

First, pre-production begins the moment script development starts. It involves everything that happens before shooting begins: project kickoff, research, script writing, and story boarding, casting, hiring crews, scouting and locking locations, scheduling post-production, and more. Anything and everything about a video production’s logistics are coordinated from scratch based on the script. Hence everything must be in place before the principle photography begins.

So, in the case of industry or commercial media, pre-production can include:

Project kickoff
Production schedule
Script development
Storyboards
Graphics concepts
Location scouting
Prop and wardrobe identification and preparation
Post-production preparation

PRODUCTION

Production is when all the planning during script development and pre-production comes together. “Action!” is called, and that is when the cameras roll and the fun begins. A professional video production crew has an eye for detail. They should be meticulous about lighting, have a penchant for capturing great sound bites during interviews, directing talent, and capturing relevant and beautiful B-roll. Likewise, our animators and graphic artists work magic – creating the best animations and graphics to represent your brand.

POST-PRODUCTION

Finally, Post-Production. In other words, the final stage of production. This is when the production team digs into the recorded video and audio footage and assembles it in accordance with the script. Collectively, graphics, music, sound effects, visual effects, color correction, audio sweetening, and sound design pull together the final piece.

Ultimately, producing high-quality professional video takes an experienced team, solid pre-production strategies, and project management skills, a tried-and-tested production process, and a quality assurance system. As a result, these combined efforts will produce a video that matches your brand, meets your objectives and above all, exceeds your expectations.

Interested in exploring video marketing? We are a full-service video production agency that can assist you in your production needs! Give us a call today!

ABOUT CATMEDIA

CATMEDIA is an award-winning Inc. 500 company based in Atlanta, Georgia. Founded in 1997, the company specializes in advertising, creative services, media production, program management, training, and human resource management. As a Women Owned Small Business (WOSB), CATMEDIA provides world-class customer service and innovative solutions to government and commercial clients. Current CATMEDIA clients include Centers for Disease Control and Prevention (CDC), Federal Aviation Administration (FAA), Office of Personnel Management (OPM), and the Department of Veterans Affairs (VA).

Stay Connected with CATMEDIA:
For more information, please visit CATMEDIA.com

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Creativity: It’s Important to Your Business

May 9, 2019/in Marketing and Advertising, Project Management /by Brittany Hester

What do you think of when you think about creativity? Some people think that creativity only lies within the paintbrush of an artist or in the sculpture of an architect, but perhaps creativity can appear in more places than just a studio. In reality, creativity is not detained within one sector, and that’s the beauty of it.

So, what is creativity you might ask? Well, according to Gestalt psychologists, creativity is defined as something that generates a new idea, insight, or solution through imagination rather than through logic or reason. Creative thinking often takes a different approach to problem-solving, and when that kind of approach is taken in a business atmosphere, the outcome can be both rewarding and pleasantly surprising.

Creativity and Innovation in Business

Have you ever heard of a business that had great success without any creative or innovative ideas? The chances that you have are slim to none because creativity is the driving force behind most businesses’ success. Creativity and innovation are often the reason that businesses flourish in today’s world—setting the bar higher for the next ‘big’ idea. Creative thinking leads to the implementation of innovative ideas in the workplace.

Importance of Creativity in Business

Creative business ideas set companies apart from one another. Without creativity and innovation, every company would follow the same patterns in marketing/promotion, technique, or even the goods and services they may be selling. Creativity is crucial for businesses today, especially when the market is dependent on innovative, breaking technology. The collaboration of creative minds has the ability to push creative business ideas into reality. Once your business brain is able to think outside the box, the possibilities are endless.

Now that we’ve established how important creativity is to business success, it is only fair that employees have the opportunity to channel their inner creative mind.

**Importance of Creative People in Companies**

People who believe that they aren’t the ‘creative type’, are probably the same people that believe creativity only comes from an artistic perspective, but the truth is, everyone is able to channel creative thinking when put in the right environment. Employing creative people to join your team allows for a more imaginative approach to business problems. Creative thinking can ultimately set your business apart from all of the others, making consumers want to have your product and service over others.

What if you were to channel the whole team’s creativity? Yes, in many cases there is only a small part of the company with the responsibilities of creative work, but your business could prosper much more if you had your entire team involved with creative brainstorming.

**What You Can Do to Implement Creativity in the Workplace**

Implementing creativity in the workplace can be a challenging task, especially when you have a diverse group of employee skill sets. Get your employees engaged in more creative thinking and ideas with these tips.

Intellectually challenge your employees.

Match your employees with problem solving experiences that will help them think and approach situations creatively. Give the employee a certain problem or task and have them solve it in numerous ways. It is important that your employees are challenged a little bit every day. Too little of a challenge will cause boredom, but too much will cause stress. It is important to find a healthy balance.

Freedom of expression.

Employees are most creative when they can choose which work methods they would like to use. If a method or line of work seems to be too difficult, it can suppress creativity. Avoid this negative byproduct by allowing your employees to work in their own way. It is also very important that employees take breaks from certain projects, assignments, or problem solving. When a break is taken, the mind regroups, and creativity can strike up again.

Create diverse work groups.

Diversity allows creative minds to collaborate and solve problems. When in a group, employees can listen to different approaches and build their opinions and thinking process off of one another. Have you ever been in a meeting where different thought processes were being expressed, and a great idea popped in your mind after someone voiced a similar approach? Working in diverse groups can help your employees further reach their creative capacity.

Being in a safe place.

Most of a person’s creativity evolves here. When an employee feels safe in their environment, they will most likely voice more of their creative business ideas. In order for an employee to feel safe, they must have encouragement from their managers and fellow coworkers. This helps employees know that they can think freely and creatively without judgment. This is not to say that you can’t let an employee know when they aren’t doing their best. That’s when corrective criticism can come into play.

Organizational support.

This goes along with encouragement. Your entire team should praise creativity and allow others to feel as if they can discuss their ideas openly to multiple people in the office. You may not agree with some ideas, but never make a person feel as though it was a bad idea.

Allowing your employees to utilize their creative thinking throughout the workday can enhance self-confidence and motivation. Furthermore, by motivating your employees, they work harder to help make the business a success.

Advantages of Creativity in the Workplace

It’s clear to see that accepting creativity and innovation into the workplace can be advantageous for everyone. By implementing creativity, you open the door for employees from all different departments to come together as a team, increasing engagement and interaction in the workplace. When employees are able to work as a cohesive team, the staff morale goes up, making the environment more fun, happy, and laid back. This ultimately attracts more employees and retain quality workers. Creativity will always make your employees want to learn more by seeking multiple options, ideas, and solutions for the business. Your business can’t lose with creativity on its side.

CATMEDIA Knows the Importance of Creativity

Here at CATMEDIA, we know the importance of creativity in the workplace and put our creative minds to work every day. Without creativity and innovation, we would not be able to meet our client’s needs properly. Want to know more about our creative services? Visit our website!

References

[1] https://hovgaards.com/2011/04/06/what-is-creativity-and-why-is-it-important-for-businesses/

ABOUT CATMEDIA

CATMEDIA is an award-winning Inc. 500 company based in Atlanta, Georgia. Founded in 1997, the company specializes in advertising, creative services, media production, program management, training, and human resource management. As a Women Owned Small Business (WOSB), CATMEDIA provides world-class customer service and innovative solutions to government and commercial clients. Current CATMEDIA clients include Centers for Disease Control and Prevention (CDC), Federal Aviation Administration (FAA), Office of Personnel Management (OPM), and the Department of Veterans Affairs (VA).

Stay Connected with CATMEDIA:
For more information, please visit CATMEDIA.com

Check us out on social media!
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Graphic Designer vs. Graphic Artist

May 9, 2019/in Graphic Design, Marketing and Advertising /by Jeanette Warren

You’re probably thinking, “Can there really be an entire blog devoted to the differences between a graphic artist and graphic designer?”

You may not realize there is any difference, but there is. The purpose of this blog is to help explain what they are.

PERSPECTIVE

As a designer who has worked as both a graphic artist and a graphic designer, I understand the confusion. After all, graphic artists and graphic designers do have the following things in common:

Both rely on visuals to execute their work
Both work in digital and print formats
And, of course, both start with the word “graphic.”

The roles of graphic artist and graphic designer actually have different objectives. Based on my experience and knowledge, I will break down the differences.

GRAPHIC ARTIST

The sole intent of a graphic artist is to create visuals that facilitate an idea or story. Sometimes there is no logic to the creation of the designs, and in other instances, the visuals are the platform for an entire story.

Above all, there is no limit to the kind or amount of mediums a graphic artist can use.

The design principles are not strict, but that doesn’t mean they should be disregarded. (For a refresher on the basic design elements and principles reference my blog, (“Construct, Compose, Create; A Basic Guide to Graphic Design”.) Consequently, graphic artists tend to bend or break some of the design rules, but only if it fits the composition or story being told.

To better understand what a graphic artist might do, it may help to identify the kinds of work they produce. A graphic artist’s portfolio might include:

Cartoons
Illustrations
Graphic Novels
Comic Books
Movie Illustrations

WHO MAKES A GRAPHIC ARTIST?

The common denominator between all of these pieces is that they are more artistically inclined. A graphic artist’s work can cover a wide range of subject matters, from inanimate objects to human beings, and everything in between.

Each piece does not follow a uniform set of rules. The styling is limited to that particular piece of artwork. If the graphic artist’s intent is to tell a story, the visuals come first and the story second. Depending on the story, visuals are influenced by dynamic action, dialogue, or stylizing within the composition.

GRAPHIC ARTIST OBJECTIVE

Here’s an interpretation of how a graphic artist could be shown through humanistic qualities:

The main objective of a graphic artist is to entertain the viewer. The appearance of the subject may or may not have a correlation to a story. The main focus is the art, which reflects in their styling. The subject matter tends to be more natural and artistic. For this particular example, the subject matter is a human with natural and utilitarian elements. The hair stylizing is natural, and the clothing is purely for its utility. There is no other underlying message.

You will see Graphic artists’ work in a print or digital format. It depends on the purpose of the design. Their work is created by hand or on a computer, and the artwork they produce often works in both print and digital format.

GRAPHIC DESIGNER

In contrast, the graphic designer’s main intention is to get the viewer to interact with the content within the design. With interactivity, the viewer can read, scroll, or click through the content being displayed. In the world of graphic design, content is king, and the purpose of the design is to help optimize concise information while providing a visual platform.

To better understand what a graphic designer might do, you should be able to identify the kinds of work they produce. A graphic designer’s portfolio might include:

Infographic
Marketing Collateral
Print Design
Digital Design
Web Design
Instructional Design
Presentation Design
Logo Design

WHO MAKES A GRAPHIC DESIGNER

Certainly the common denominator for all of these pieces is that they serve as platforms for content that can be used in various forms of media. A prime example of graphic design is marketing collateral for a company. The company will want a consistent design throughout all of their marketing materials (i.e., brochures, flyers, business cards, advertisements, websites, etc.) across all mediums.

GRAPHIC DESIGNER OBJECTIVE

Here’s an interpretation of how a graphic designer could be shown through humanistic qualities:

The main objective of a graphic designer is to deliver the content in an eye-catching manner. The composition and how the design interacts with depends on the content being displayed. The shirt has a graphic element, but with complementary colors: blue and yellow. The shirt also has a design, but it is balanced because of its symmetrical composition. Color and balance are two elements of design.

Remember graphic design relies on the composition of the content, and the graphic design elements and principles are essential in laying out a composition.

CONCLUSIONS

Graphic designers must follow strict guidelines due to the parameters of the content and medium (i.e., brochure, website, poster, etc.), but graphic artists have more relaxed guidelines due to the unlimited possibilities for ideas and stories.
For graphic designers, content is of the utmost importance. The designer cannot create visuals without understanding the content it will facilitate.
For graphic artists, the visual possibilities are endless. The design depends on an abstract thought, and it is impossible to set guidelines.

The main difference between a graphic designer or graphic artist is the importance of the imagery within the work. A graphic designer’s main intention is to facilitate content, and a graphic artist’s main intention is to facilitate an idea or story. They both involve visuals and can be in various forms of media, and both are essential because they facilitate different needs in the visual realm.

About CATMEDIA

CATMEDIA is an award-winning Inc. 500 company based in Atlanta, Georgia. Founded in 1997, the company specializes in advertising, creative services, media production, program management, training, and human resource management. As a Women Owned Small Business (WOSB), CATMEDIA provides world-class customer service and innovative solutions to government and commercial clients. Current CATMEDIA clients include Centers for Disease Control and Prevention (CDC), Federal Aviation Administration (FAA), Office of Personnel Management (OPM), and the Department of Veterans Affairs (VA).

Stay Connected with CATMEDIA:
For more information, please visit CATMEDIA.com

Check us out on social media!
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Marketing Trends to Look Out for in 2019

May 7, 2019/in Marketing, Marketing and Advertising /by Brittany Hester

Each year, the vast landscape of marketing continues to change. Just when we the experts think we have it figured out, in walks in another (better) method of making valuable connection with your customers. Although many of these developments have been around for some time, it’s necessary to keep up with last year’s growing trends that will lead to this years success. So buckle up! We’re about to dish out the top 7 marketing trends of 2019!

1. ARTIFICIAL INTELLIGENCE

No, we’re not referring to the 2001 Steven Spielberg film about robots that resemble humans and contain the capacity to have emotions. Even though some believe we’re not far off from that. Your Siris and Alexas are considered A.I., after all. It exists within many other platforms and online services that you might not be aware of. For example, Netflix has the ability to suggest new TV shows to you based on your viewing history, thanks to its’ recommendation system.

What A.I. is bringing to the table for marketing is an easier way to monitor consumers behavior and patterns online in real time. From targeting future leads more rapidly, to performing data analysis more easily, A.I. is transforming the way companies personalize their consumer experiences. Which leads me to another example of artificial intelligence…

2. CHATBOTS

Have you ever gone to a website and seen a pop-up message from the corner of your screen? It says, “Hi! Is there anything I can help you with today?” You begin to speak with the individual, but something doesn’t seem totally, well, human. Close, but a little off. Chances are you are speaking with what is known as a Chatbot, or “conversational agent”, and it’s the way of the future. These friendly software applications mimic human speech and written words to sound like a real person. While some don’t necessarily like these robotic-esque machines, they are becoming more and more popular and even more advanced, with the ability to learn from conversation.

Companies are taking the capabilities of these conversational agents to the next level, getting creative with how they are used. Disney has used the chatbot systems to promote several of their movies, making it possible for you to chat with characters from the film. This example specifically attracts a younger audience, but creates an enriching and entertaining experience for fans. Real estate and medical companies are also beginning to reap the benefits of these fast-responding bots. From answering medical questions to helping you find new homes on the market, chatbots aren’t going away anytime soon.

3. SMART SPEAKERS AND AUDIO

Speaking of robots talking to you, the next trend that isn’t slowing down anytime soon are smart speakers. According to techcrunch.com, 47.3 million Americans own or have access to a smart speaker of some kind. Whether it be through their mobile device, laptops, or the very popular at home speakers that have taken over, asking for the nearest pizza places or the daily weather has never been easier. Not only does this make it easier to find information quickly, but consumers enjoy that it cuts down on screen time.

So why is this the time to hop on the smart bandwagon? Voice-based commerce sales in the United States climbed to $1.8 billion in 2017 and are projected to reach $40 billion by 2022, according to Search Engine Land. With the growing popularity, these smart speakers are more affordable than ever, opening the door to countless marketing opportunities. Consumers are searching for a deeper connection with tech. With these devices, marketers can more easily reach their target audiences and, therefore, personalize content and messaging. Timothy Nichols, ExactDrive, Inc.

4. LOCAL INFLUENCER MARKETING

So far, we’ve discussed how technology and artificial intelligence are changing the marketing landscape. But fast response and tech advancement are not the only thing consumers are holding high on their expectations these days. With all the skepticism in the world, no one easily buys into the fluff of a simple ad anymore; they want credibility. First, it all began with celebrities endorsing products for companies, drawing in all of their fans and followers— even drawing in those who weren’t their fans. The point is, it got buyers attention. However, this began to stir even more controversy for some companies, leaving the consumers to question if the celebrity endorsers even used or liked the product, or did they just receive a hefty paycheck?

In walks in local influencer marketing. Now with the social media stage, fame has become achievable for the average person willing to put in some extra effort to climb their way to “influencer” status. These are “real” people that can relate to other real people, and companies are seeing a greater response from their audience. These sources of review are more trustworthy because they provide a more honest perspective in the eyes of the consumer.

5. SOCIAL MEDIA STORIES

We’ve stressed the importance of video in marketing today in several of our blogs. However, video is coming in many forms now, is being watched on every platform imaginable, in various different formats. One of those formats being vertical video. We began to see this vertical video with the rise of Snapchat stories. These stories eventually made their way to mega social platforms like Facebook and Instagram. Suddenly, not only we can see what Carol from high school is up to these days, we can get a 24 hour play-by-play of her life. While this has made the need for high school reunions almost unnecessary, it’s expanded the possibilities for marketers to reach their audience.

Now instead of the permanent posts made to your social feed, it’s possible to post something that will only live on your “story” temporarily. It also cultivates more of a relationship with your audience by allowing them to feel like they are part of your activity. It has proven to be a successful way to stir conversation. So if you’ve begun to strategize for the new year, you might need to build an entire strategy around video specifically, keeping vertical-form videos in mind.

6. VISUAL SEARCH

Have you ever had or taken a picture of a product on your phone, but don’t know the name or brand, or perhaps are just looking for something similar to it? Typed and voice searches just weren’t enough, so visual was introduced. Some that have already begun to thrive off of this visual search technology are companies such as Pinterest, Bing, and a little business called Google. Users can now snap a picture in real time and be guided to a place where they can purchase the same item, or find others like it. This advancement has specifically caused excitement for e-commerce retailers and is driving customers to their sites.

Pinterest has really taken off with this technology through its app. It even allows you to select a specific area of a Pin that will then pull up similar images to that selected part. Recent research from L2 found that only 8 percent of retail brands have built visual search capability into their web inventory. It’s safe to say this method of search is only going to continue to grow and become more accurate.

7. PERSONALIZATION

Finally, let’s discuss one of the more controversial marketing tools that have taken the world by storm. Simply referred to as personalization. More and more social media users, and even those who have a smartphone some argue see ads pop up on their feeds that give you this deja vu effect as if you’ve seen them before. Well, you probably have. Or at least you searched it online. Through data, algorithms, and analytics collected through means of search engines, marketing campaigns, and even the buyer behavior of a loyalty customers to name a few. Some find this a bit creepy, which is why it’s stirred the question “Am I being spied on?”.

However, the big takeaway from personalization is that it conveys that your company is paying attention to you and your needs. In a way, it helps to erase the irrelevant content that doesn’t pertain to you and makes browsing more efficient. It’s likely that there will still be a level of concern regarding privacy from the perspective of your consumers, which is why you have to be thoughtful about how far to go with personalization.

What do you do now?

Don’t get overwhelmed with the amount of change and new trends emerging in the marketing world. Each and every business is different and can find that implementing some of these trends into their 2019 strategy can prove beneficial or not.

Let us know what your goals are for the new year! CATMEDIA can help guide you down the path that best fits your needs!

Is your organization in need of creative services, marketing and advertising or social media management? CATMEDIA is able to see what your competition is doing on social, amp up your digital marketing and give you assistance to help you step up your game. Give us a call today!

ABOUT CATMEDIA:

CATMEDIA is an award-winning Inc. 500 company based in Atlanta, Georgia. Founded in 1997, the company specializes in advertising, creative services, media production, program management, training, and human resource management. As a Women Owned Small Business (WOSB), CATMEDIA provides world-class customer service and innovative solutions to government and commercial clients. Current CATMEDIA clients include Centers for Disease Control and Prevention (CDC), Federal Aviation Administration (FAA), Office of Personnel Management (OPM), and the Department of Veterans Affairs (VA).

Stay Connected with CATMEDIA:
For more information, please visit CATMEDIA.com

Check us out on social media!
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Conveying Concepts in A Universal Matter

Clarifying Problems with Data Visualization

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Game of Thrones and Data Visualization

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1. Reframe Your Videos for Mobile

2. Cut Down Longer Videos into Smaller Pieces

3. Branch Out to New Social Media Platforms

4. Repurpose Your Videos as Podcasts

5. Repurpose Your Video as a Blog Entry

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Just keep in mind, we will get through this.

We’re Here for You.

ABOUT CATMEDIA:

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COMPETITION

VALUES

LOCATION

EXPERIENCE

CONCLUSION

ABOUT US

STORYTELLING

PERSONALIZATION

BAM MAIL

MAKING AN IMPACT

MOBILITY

GET IN TOUCH

ABOUT CATMEDIA

WHY VIDEO?

THE VIDEO MAKING PROCESS

PRE-PRODUCTION

PRODUCTION

POST-PRODUCTION

ABOUT CATMEDIA

Creativity and Innovation in Business

Importance of Creativity in Business

Importance of Creative People in Companies

What You Can Do to Implement Creativity in the Workplace

Intellectually challenge your employees.

Freedom of expression.

Create diverse work groups.

Being in a safe place.

Organizational support.

Advantages of Creativity in the Workplace

CATMEDIA Knows the Importance of Creativity

References

ABOUT CATMEDIA

PERSPECTIVE

GRAPHIC ARTIST

WHO MAKES A GRAPHIC ARTIST?

GRAPHIC ARTIST OBJECTIVE

GRAPHIC DESIGNER

WHO MAKES A GRAPHIC DESIGNER

GRAPHIC DESIGNER OBJECTIVE

CONCLUSIONS

About CATMEDIA

1. ARTIFICIAL INTELLIGENCE

2. CHATBOTS

3. SMART SPEAKERS AND AUDIO

4. LOCAL INFLUENCER MARKETING

5. SOCIAL MEDIA STORIES

6. VISUAL SEARCH

7. PERSONALIZATION

What do you do now?

ABOUT CATMEDIA:

What Challenges Does Your Company Face?

**Importance of Creative People in Companies**

**What You Can Do to Implement Creativity in the Workplace**