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Why Make a YouTube Video if Nobody Will See It? Part I

Why Make a YouTube Video if Nobody Will See It?  Part I

It is amazing how much time and money is spent producing online videos without an equal amount of time and effort marketing them.  For some reason people think high-quality videos magically go viral by uploading them. The truth is that most videos reach a large audience because they were marketed correctly. This series of posts [...]


Microsoft’s Rust Lung Email Problem

Microsoft’s Rust Lung Email Problem

A promotional email I received this morning from Microsoft suggests that immulsion fumes are beginning to turn marketers in Redmond into primordial Lambent Drudges. Their blunder is tragically common, and easily mitigated with better strategic planning and creative copy development. Xbox LIVE successfully melded the real-time over-the-net competition of PC gaming with the intuitive, user-friendly [...]


There’s An App For That

There’s An App For That

CRAFT is extremely proud to showcase our recent work for Rep. Kevin McCarthy and the Office of the Majority Whip. In accordance with House Republicans’ commitment to transparency and accountability, CRAFT set out to build a mobile app that would modernize the way Congress communicates with its Members, staff, and the American people. The result [...]


Pinning the Future

Pinning the Future

There’s a new kid on the social media block and her name is Pinterest. A few weeks ago I began hearing buzz of Pinterest, a “virtual pinboard” that allows users to organize and share images and videos they find online. Time Magazine named it one of the top 50 Website of 2011. Curious but skeptical [...]


How Lack of Attention is Killing your Message

How Lack of Attention is Killing your Message

May I Have Your Attention, Please? Messaging is king in political advertising and communications. In terms of determining the value of any ad, video, email, website, or call produced by a campaign, nothing is more important than its messaging. Was the message delivered and understood by the intended audience? Message delivery was easier in the [...]


Living Dead List

Living Dead List

Just in time for Halloween, American Solutions has come back from the grave in the worst way possible.  Their reanimated email list has been set loose upon my inbox, aimlessly shuffling about with a message I don’t want from people I’ve never heard of, desperately searching for the relevancy it had in life. It appears [...]


Meet Our “New” Director of Digital

CRAFT | Media/Digital is a talent driven firm that helps our clients succeed by hiring the best people and brightest minds available. When we found out that Tim Cameron was looking to make a career change we knew that we needed to hire him even though we weren’t currently looking to fill a senior position [...]


GOP State Party Chairs on Twitter

GOP State Party Chairs on Twitter

For political professionals, it’s pivotal to look outside the beltway to keep abreast of state-level developments. For this reason, CRAFT has compiled a Twitter list of GOP State Chairs. If a state chair doesn’t have an obvious Twitter account, we listed the coordinating GOP group. State chairmen aren’t just responsible for fundraising; they are the [...]


If it’s Thursday, it must be Afghanistan

If it’s Thursday, it must be Afghanistan

Last month I spent a week in Kabul, Afghanistan, volunteering for The International Republican Institute by training local and national political coalition groups on effective ways to leverage an online presence.  It was an eye opening and rewarding experience that I documented with as much detail as I could, security allowing, on my travel blog for the trip. [...]


Why We’re On Facebook Now

Just after we launched last year, we posted a piece on our blog that explained our decision not to create a Facebook page for the firm. That post actually created a bit of controversy and is still one of our most discussed posts. At the time we explained our position pretty succinctly: If we do [...]


Radio Free Internet, Part III: Integrating the Spoken Word into the Web

Part I and Part II were about the spoken word not being easily manipulable within the text-based and social web, and why that’s a problem. Part III is about how an entrepreneur could address the problem profitably. The spoken word in audio and video will really break into the text-based and social web when a [...]


Radio Free Internet, Part II: Grasping and Spreading the Word

Part I was an introduction to the problem of the spoken word not being integrated into the text-based and social web, and explained why the spoken word is hard to search. Part II (in a series of three) is about how the spoken word loses much of its audience by being somewhat hard to consume [...]


Radio Free Internet, Part I: How Much of the Web Hears You?

As we all know, the spoken word conveys more than typed text.  Where audio gives us a person’s inflection, tone and laughter, web chat requires smileys, sarcasm tags and clumsy acronyms like LOL. But the spoken word is not yet thoroughly integrated with the rest of the web.  Between video, talk radio and podcasts, a massive volume of spoken words is recorded for [...]


Today’s Big Thing is a Carefully Integrated “All of the Above.”

In PRWeek, David All says “websites are obsolete” and that, like radio, broadcast television and cable before it, “the website’s time is up”…


Size Doesn’t Matter. It’s How You Use It.

Most people who run online campaigns are used to questions about list size.  “How big is our list? How can we get more emails? How can we reach 100k, 200k, a million or more?”  Rarely do the higher ups ask “How many of our people actually read our messages?  How many actually took action on [...]


How Super Is Our Debt?

How Super Is Our Debt?

One problem political organizations often face is a wealth of complex information and the challenge of presenting that information in an easily digestible format. Our goal, as a firm, is to help clients identify new and compelling ways to make a point. To illustrate this point, we wanted to find a complex topic, with big [...]


CRAFT Must Reads: Great Political Stories

At CRAFT, we pride ourselves on using innovative strategies to effectively deliver the best message for our clients through any medium. While the tools of the trade may be constantly changing, we are continually guided by the deeper disciplines of our business. Political operatives, business leaders, marketing experts, and historians from both the current and [...]


YouTube: Show & Tell

Video content has the unique capability to hold people’s attention and articulate a message in a captivating and visually appealing way. It has become an important component of any communications strategy. At a minimum, most offices on Capitol Hill use YouTube to post floor speeches and television news hits. That’s a start, but video can [...]


Importance of Constituent Communications

Republican electoral success in 2010 was not a mandate, but rather an opportunity, a second chance. Republicans are poised to take advantage of this opportunity, but to do so they must continue to generate support for their initiatives and articulate their legislative agenda. If Republicans fail to communicate effectively and efficiently they will squander the [...]


Facebook: Tips and Tricks

Facebook: Tips and Tricks

Facebook is the giant of social media with more than 500 million active users in the world. Here are a few tips to make it a useful online space for your boss’ constituents and where your boss can talk to the public and get useful feedback. Like Twitter, create a separate Facebook account for your [...]


Twitter: Creating Good Content

Twitter: Creating Good Content

So you know the nuts-and-bolts of getting your boss set up on Twitter. Now comes the important part: creating good content. Here are some suggestions to be interesting on Twitter to help your boss better serve his constituents. What not to tweet Here’s what your boss shouldn’t tweet about: That sore they found on their [...]


Follow the GOP Freshmen Class

In January, CRAFT wrote about the nuts and bolts of Twitter. Now, we have compiled a Twitter list of the Republican Freshmen class. For those who use Twitter, this list can serve as a constant source of news and information from our nation’s newest Republican lawmakers. Follow the Twitter list here: @CRAFTdc/follow-the-freshmen. Senate (Listed by [...]


Twitter: Nuts and Bolts

Twitter: Nuts and Bolts

Just as Twitter was a useful tool when asking for votes, it can be useful for serving constituents and informing the public. I’ll give you some tips I learned from my years working in the U.S. Senate. In this post I’ll talk about Twitter nuts and bolts. In my next post, I’ll go into what [...]


Blog Outreach: Beyond the Basics

Over the last few years we’ve seen the merging of professional journalism and weblogging. Still, the vast majority of webloggers you will deal with write online as a hobby. Here’s some additional tips to add to Daniel Huey’s previous post.