Gov. Jay Inslee signs Rep. Gael Tarleton’s first bill in Olympia!

Gov. Jay Inslee signs House Bill 1647, a bill sponsored by Rep. Gael Tarleton, D-36th, that protects residents in multi-family housing. Northwest Media Allies worked with Rep. Tarleton on this important new law along with attorneys Jay Flynn and Kristi McKennon and their client Dana Widrig.

This legislation was inspired by the courage of Dana Widrig who was willing to share her story with the media and state lawmakers to help protect Washington citizens in their homes. Dana was brutally assaulted in her apartment by a maintenance man who gained unlawful entry into her home with an unsecured duplicate key. This legislation had bi-partisan and industry support because everyone agreed the law did not go far enough to protect the safety and privacy of Washington citizens.

 

Congrats to Northwest Media Allies client Gael Tarleton in her primary election victory!

(Left to right) Sue Evans, Gael Tarleton and Carol Vipperman
(Left to right) Sue Evans, Gael Tarleton and Carol Vipperman.

A big congratulations to Northwest Media Allies client Gael Tarleton in her victory in Washington’s primary election. Tarleton is running for the 36th District House seat #2, being vacated by retiring State Rep. Mary Lou Dickerson. Gael beat a crowded field of seven candidates with more than 29 percent of the vote so far counted. Read Gael’s victory message here: voteforgael.org! A shout out to Argo Strategies, our partner on this campaign! Great job team!

Smart tips for building a trusted brand of truth on social media

Jumping into social media streams can be like inhaling a cloud of gnats up your nose. How do you screen social media content for value? And how do you create it?

I recently attended Seattle’s Interactive Conference #SIC2011 where the top social media gurus and brand managers gathered to highlight what’s working and what’s headed our way. I walked away feeling validated by one repeated theme – social media is not a marketing strategy, but a tool.

It’s clear that people tune social media out when they are besieged with useless content. People follow trusted brands of truth that cut through the noise.

The frenetic output of social media can never match our personal ability to consume it. So at the end of the day trusted brands of truth prevail.

I screen social media like a mother eavesdrops on a teen-girl slumber party. Amid the hailstorm of useless chatter, I’m listening for what I want to know and what I need to know: “I hate her, I love Muse, I’m failing biology and Matt is a brat.” The same rule applies to the marketplace. Who loves who? Who loves me? Who hates who? Who hates me? And why?

Consumers and brands operate with motives. Know your motive and know the motives of your target audience. Tools for communication may change, but rules for strategic communication remain. Here are tips from #SIC2011 that stuck with me:

  1. Social media is not a brand/marketing strategy. It’s a tactic.
  2. Embrace ALL third-party testimonials – the good and bad. Don’t  abhor, ignore or delete them.
  3. Adopt transparency to create credibility. People scan for trusted sources.
  4. Speak concisely and with relevance. Edit like an umpire.
  5. Know why you’re in it. Answer this question: What’s my home run?
  6. Respect social media tools. Hiring cheap labor to manage your social media communities is like asking frat boys to plan a wedding. (Inspired by Louis LoPresti @RedPantsMeme)
  7. Metrics for social media must be tied to a marketing strategy and goals – brand lift, allegiance, buy-in, transactions, market share, customer service and referrals – not just increased traffic.
  8. There are no substitutes for good products and content. Have something worthy to sell and say.
  9. Consumers and clients are your best brand ambassadors. Celebrate them.
  10. Shut up and listen. What are your social media streams telling you?

Branding law firms to inspire & empower people to change their world and own their future

I can honestly say, I have worked with some of the top trial lawyers in Washington and the country and never get tired of it.

The trial lawyers I work with are among the most passionate, smartest, hardest working and fiercest advocates for people on the planet. They empower their clients to change the world and make it better. They challenge their clients to define destiny as they want to know it.

Developing brands and marketing plans for this sector of humanity is a joy for me. And there’s one reason: Trial lawyers embrace marketing strategies that move their firms and client goals forward. And they do this for one simple reason: They routinely test their messages and objectives before judges and juries – the toughest focus groups and truth squads on the planet.

Trial lawyers are tested on their client truths every step of the way. It’s what makes them model marketing clients. They get the drill and own it.

Northwest Media Allies had the privilege to work with one of Washington’s top employment lawyers Vicky Vreeland.

Attorney Vicky Vreeland

Vicky launched her law firm and brand with a commitment to showcasing more than three decades of trail-blazing legal work, a stellar reputation and a unique aesthetic and style that only she could own.

The results of our collaborative marketing process showcase her commitment to integrity, results, courage and dedication to the clients she serves.

We invite you to take a look at the branding and website design we recently launched with NWMA partners TrueGood Creative (who provided web design and development) and  Kirsten Hopperstad (branding designer):  www.vreeland-law.com.

Vreeland Law inspires and empowers and is a model brand.

The tricks and treats of political campaigns – political ads

Behind the tricks and treats of political campaigns is a lot of voter contact and hard work. There’s no substitute for voter outreach. And while candidates orbit the Earth like the moon in attempt to reach you, they can’t possibly do that without targeted mail and television ads.

If you’re a political PR junkie like me, you relish the rhetoric in campaign ads like a kid with candy stockpiles at Halloween. Like a trick-or-treater, you divide the rhetoric into piles because you don’t trust how it’s been wrapped.

I feel fortunate because I get to work alongside some of the best political consultants in the Northwest and I get to choose which candidates and campaigns I work with each election cycle.

This is my second election cycle with the Gael Tarleton for Port of Seattle Commissioner campaign. I wrote a lengthy blog about my reasons for supporting Gael Tarleton a few weeks ago. Back then I didn’t mention that I was privileged and proud to work with two great political strategists: Argo Strategies and Guenther Media.

Take a look at Argo’s mail for Gael that just hit King County mailboxes: Tarleton Mail piece [PDF]. And take a look at the TV ad produced by Guenther Media in partnership with Argo:

[youtube]http://www.youtube.com/watch?v=7KY1dsWbvbI[/youtube]

Thanks to social media, the stream of political ads is no longer confined to campaign budgets and demographics. We all have an opportunity to review these political treats to see if we trust how they are wrapped.

Take a bite and tell me what you think.