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What You Don’t Know Can Hurt Your Campaign

Without transparency, you cannot make truly informed decisions about your ad campaign, and your “big data” can lead your campaigns astray.


Storify: What is it Good For?

Storify: What is it Good For?

The massive growth of social media in recent years is both a gift and a curse. On one hand, sites like Twitter and Facebook give everyone a chance to contribute to the online conversation.


Vine – A Walkthrough

Vine – You’ve heard about it. You’ve seen your friends use it. But what exactly is it? Vine is a new social media app that allows users to share 6-second loopable videos. Think of it as Twitter with video. It’s a new way for people to communicate and share experiences with each other. It’s also [...]


CRAFT Partner, Matthew Dybwad, Named to Top 50 Digital People in Politics

CRAFT Partner, Matthew Dybwad, Named to Top 50 Digital People in Politics

Business Insider recently released THE DIGITAL 50: The 50 Hottest People In Online Politics, and CRAFT Partner, Matthew Dybwad, made the cut. In the feature, Dybwad cites the success CRAFT brought to the Mia Love campaign this past cycle: “The big takeaway from that race was that it was a great way for us to…


Going Viral: A Mini Case Study

Going Viral: A Mini Case Study

First it was planking. Then it was about going Gangnam Style. Next it was Marco Rubio’s Poland Springs/Watergate fail. Now it’s the Harlem Shake.


We’re not just yelling anymore.

We’re not just yelling anymore.

Since its inception, political communication has revolved around one key question: How do I get my message out to the largest number of people possible? There is hardly consensus as to what the first piece of political communication technology looked like, but one thing is certain: It was simple.


Not So Super…Bowl Ads

Not So Super...Bowl Ads

Here at CRAFT, the general consensus seems to be that Chrysler Group’s “Farmer” ad (Ram Trucks) was the most memorable ad of this year’s Super Bowl. It was unlike every other ad that ran on Sunday night. There were no sexual innuendos. No celebrity brand endorsements. No reference to popular culture. And shockingly enough, no [...]


What is Native Advertising?

What is Native Advertising?

It happens every once in a blue moon. You’re on your computer (about to get in your YouTube fix for the day), when you run into a monetized ad. But this isn’t just any click-through diatribe. No, this ad is tailored to your liking. So much so that you forget about the video of the [...]


Expanding our Scope

Expanding our Scope

At CRAFT, we take pride in our cutting-edge tools and techniques. That’s why we are proud to announce the latest addition to our video production arsenal: the Sony FS-100. Why the FS-100? For a time, our media production team relied heavily on Canon 5D MKIIs until we purchased a RED Scarlet-X – which, of course, [...]


Getting the Most Out of Your Email

Getting the Most Out of Your Email

In today’s digital age, email lists are precious commodities. These lists can be massive—and the possibilities for optimizing their sends are limitless. Here are a few of the roles an email list plays in digital marketing: Communication: Email is by far the most direct method of communication between an organization or stakeholder and its supporters. [...]


What Makes Good TV?

What Makes Good TV?

It’s an oft-asked question in the political space:  What makes good TV? As a FOX News producer, I was able to sit in on a few meetings with Roger Ailes. He imparted some simple concepts that stayed with me through my experience at FOX News—and I return to them often in my work booking clients [...]


Political Videos are Highly Social [INFOGRAPHIC]


CRAFT Project: Heritage Foundation’s New Mobile App

Debating liberals on-the-go just got a lot easier. Today our team is thrilled to announce the launch of The Heritage Foundation’s brand new mobile application—now available on iPhone, iPad, and Android. This application provides the latest news, research, videos, and infographics straight to your mobile or tablet device. Next time a liberal is debating you about how Paul [...]


How To Use Twitter When You’re Not You.

How To Use Twitter When You're Not You.

There is no greater faux pas in social media than a personal Twitter account that is obviously run by someone else. Accidental, careless posts in the third person or Tweets that just lack an overall sense of genuine humanness can completely derail an otherwise sustainable social media strategy.


CRAFT Booking: Success out of the Gate

CRAFT Booking:  Success out of the Gate

CRAFT Booking notches a huge win only 4 days after its initial launch by placing former Colorado Republican Congressman, Bob Beauprez, on Fox News Channel’s “Happening Now.” The Congressman debated the controversial new ad from pro-Obama Super PAC, Priorities USA. Fox News Channel has long been the dominate force in cable news, and the segment [...]


Introducing Alex Finland and CRAFT | Booking

Introducing Alex Finland and CRAFT | Booking

We are thrilled to announce Alex Finland, former producer of Fox News Sunday with Chris Wallace, has joined our team here at CRAFT | Media / Digital.


How do you spell CRAFT?

How do you spell CRAFT?

With a K. The CRAFT team is proud to announce its move to K Street. As CRAFT joins this influential, iconic neighborhood, it brings a new brand of creativity, flair and integrated thinking to the ‘established’ public affairs and political consulting marketplace. Come visit us at our new digs and say hello to our talented [...]


Tweeting Effectively: What’s Your Plan?

Tweeting Effectively: What's Your Plan?

Twitter can be a powerful tool for sending messages or increasing consumer engagement with a brand—be it commercial or political. CRAFT lets you in on some of the basics of what you need to get the most out of your Twitter experience. Twitter allows you to send messages with a limit of 140 characters. Tweets [...]


Decoding CRAFT Digital

In the CRAFT offices, you can tell who works long hours. In the digital office where our web developers work, a tangle of Ethernet and power cords runs along the floor. The blinds are usually pulled closed. If anyone says anything, it’s something worth saying. The same could be said about their work – anything [...]


If You’re Not There You’re Square —CampaignTech Conference

CRAFT is proud to announce that our own Justin Germany, Matthew Dybwad and Lyndsey Fifield will all be participating in or leading panels in their respective fields of expertise. Justin Germany will lead a discussion about Using Video as a Messaging Platform. He will be joined with Casey Phillips of RedPrint Strategy, Dan Beckmann of [...]


CNN Showcases CRAFT Client

CNN Showcases CRAFT Client

It’s always exciting for our team at CRAFT Media / Digital when our clients garner positive coverage in the national media, but it feels even better when that client is receiving that attention for helping veterans from Iraq and Afganistan succeed in business.


Impressions are Passive

Impressions are Passive

Glad to see Coca-Cola, the world’s largest beverage company, has come around to our way of thinking. A recent article by the Harvard Business Review takes interest in an approach that CRAFT is already using to garner client success. With our new Pay for Performance model, clients only pay for results. This includes everything from [...]


Should I Disable Ratings on My Political YouTube Videos?

Should I Disable Ratings on My Political YouTube Videos?

People often ask me if they should disable the ratings system for political YouTube videos they upload. Although it generally depends on the content, below I provide general guidelines to consider. I will also explain how the ratings system can be used against you using Governor Rick Perry’s “Strong” video as a case study. Without [...]


Gimmicks Schmimicks

Gimmicks Schmimicks

In Politics, Gimmicks Rarely Produce Results If you’re following the current Presidential race, you know exactly what doomed campaign I’m talking about if I say, “9-9-9.” It doesn’t take a political insider to automatically think about Al Gore when you hear “lock box.” Or think about wonky Steve Forbes whenever anyone brings up the notion [...]