Mr. Donahue, an adjunct professor at GW’s Graduate School of Political Management, is a founder and managing partner of CRAFT Media Digital, a political consulting firm in the District, which works with primarily conservative clients including political candidates, public affairs firms, nonprofits and media outlets.
…while also delving into CRAFT’s approach to marketing communication…
According to Mr. Dybwad, CRAFT’s strength comes from the diversity of its partners’ areas of expertise and its decision to educate people about best communications practices rather than promote itself. CRAFT uses its blog to share those ideas. Recent posts have focused on identifying and creating “compelling content,” avoiding the error of treating e-mail like direct mail and the ways “Your Newsletter Is Killing Your List.”
“Instead of having a Web site that’s full of hundreds of pages of marketing-speak about why we are so great, we can show people that we know what we are doing by teaching them how it’s done,” Mr. Dybwad says. “The site traffic perpetuates itself, because people look at it as a resource that is useful to them.”