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Spring 2014

Digital Media. Spring 2014. Online Portfolio Best Practices - Part 2. Continued Appreciation - Media Show Spr13 Best Practices - Part 1 (Recap) Best Practices - Part 2 Subject Matter Specialist (you). Continued Appreciation.

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Spring 2014

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  1. Digital Media Spring 2014

  2. Online Portfolio Best Practices - Part 2 Continued Appreciation - Media Show Spr13 Best Practices - Part 1 (Recap) Best Practices - Part 2 Subject Matter Specialist (you)

  3. Continued Appreciation Special thanks to Emily Charlton, Angela John, Wynne LaBounta, Daniel Laprea, Brian Meller, Terrance Nixon, Jordan Peddicord, Stephen Perl, Moriah Rivera and Jon Winton Media Show Spring 2013 Explored the concept Tested the technology platforms Experienced industry critiques

  4. Best Practices - Part 1 (Recap) • Strategy & Planning • Creative Brief • “What portfolio says about me.” • B.O.M. • “hardest part” • “separate the creative process from building pages” • “write copy & create visualsfirst... then build online content”

  5. Best Practices - Part 2 Creative Planning SelectionsRank OrderReflect on Team Roles RefineHonest AssessmentTakeawaysQuantified & Specific“So What?”Variety & InterestDigital Two Tactical Elements CopywritingVisuals Examples & Where To Start

  6. Best Practices - Part 2 Creative Planning - Selections Do not limit selectionsCast a wide net (go beyond academics)Recent TexasMedia most likely candidatesShow topic diversity (you are multi-dimensional)Show skill sets, all kinds of skillsShow Excel - pivot tableShow digitalSelect best work

  7. Best Practices - Part 2 Creative Planning - Rank Order Eventually selections sort themselves out Order reflects your strategy, so have one Strategy can change, so build "inventory” Inspect your blend: strategic thinking with an industry POVtactical, dirty hands, results-orientedproblem-solver with innovative angles

  8. Best Practices - Part 2 Creative Planning - Reflect on Team Roles Isolate what you could effortlessly talk about Pick something with your fingerprints all over it"That's my work" - I like it PR and advertising use teamwork; your audience gets it

  9. Best Practices - Part 2 Creative Planning - Refine SMIT - It's your work. So own it.Interesting visual possibilities - original or revised, it doesn't matter Potential for polishing - fix it, make it better, sharpen it after-the-factThis is not school, this is your career. So fix it. Creatives do.Brand names and logos capture attention so leverage your client(s)Quantified results are vivid, memorable and attention-gettingOriginal artwork (of any kind) stands out

  10. Best Practices - Part 2 Creative Planning - Honest Assessment Not humbleConcrete, assertive and precisePlace yourself among classmatesLong-tail expertAcknowledge your academic credentialsGet a free, unofficial transcript in MAI 1 & start highlighting

  11. Best Practices - Part 2 Creative Planning - Takeaways Media takeawaysIndustry segment takeawaysPractitioner takeaways (internships, volunteer, organization, own initiative)Carry-forward takeaways - ROI, KPI, outcomes

  12. Best Practices - Part 2 Creative Planning - Quantified & Specific Winning team in Home Depot media pitch to Dallas management teamRaised $887, a 28% increase over 2012 totalIsolated, then scratched, a client's itch for dollar ROI

  13. Best Practices - Part 2 Creative Planning - “So What?” Connect accomplishments with what your audience needsUse industry vocabulary and begin to shed academic voiceStart showing passion for somethingStop worrying about being locked-in or pigeon-holedCommunications industry is in revolution, no one is locked in to anything

  14. Best Practices - Part 2 Creative Planning - Variety & Interest More than a TexasMedia mind Fashionista? Say it loudly.Artist? (in any media) Show it. Sound it out.Subject matter specialist: SmurfsCompetitive ballroom dancingBarrel racingMariachi vocals Creative (extends far beyond words & visuals)

  15. Best Practices - Part 2 Creative Planning - Digital Subject matter specialist (Digital Media Resource Book) Digital "T" descenders Effortless, integrated, hybrid point-of-view Scary good at… What are you reading?How are you playing in the space?What have you failed at?

  16. Best Practices - Part 2 Creative Planning You are a fast learning, intelligent, creative problem-solver

  17. Best Practices - Part 2 • Two tactical elements • Copywriting • HeadlineSubheadBody Copy • Visuals • Attention Grabbing ThumbnailPortfolio Piece(s)

  18. Best Practices - Part 2 • Two tactical elements - Copywriting • Headlines • 3 - 4 words • Subheads • 2 - 3 words • Body Copy • Tweets are too long • Chirps (100 characters) • Short, active sentences

  19. Best Practices - Part 2 • Two tactical elements - Copywriting • HeadlineSubheadBody Copy

  20. Best Practices - Part 2 • Two tactical elements - Copywriting • HeadlineSubheadBody Copy

  21. Best Practices - Part 2 • Two tactical elements - Copywriting • HeadlineSubheadBody Copy Park Shark - Stop circling, your life isn't waiting. (52 characters) [Thumbnail] Ruthlessness, cunning, guile and a full tank of gas - all necessities for finding a parking spot in ATX. Make it easier with this should-be-real iPhone app that helps you find and remember a parking space on 6th St. (215 characters) Park Shark Branding Project [Link] (27 characters)

  22. Best Practices - Part 2 • Two tactical elements - Copywriting • HeadlineSubheadBody Copy 1 Page Précis 26 Page Report

  23. Best Practices - Part 2 • Two tactical elements - Visuals • Attention Grabbing ThumbnailPortfolio Piece(s)

  24. Best Practices - Part 2 Two tactical elements - Visuals Page image conveys the resume Thumbnails stand alone and tie to page visual Image summarizes recommended readings

  25. Best Practices - Part 2 Two tactical elements - Visuals Stock image Family photo QR Code Image collage Cell phone Images tell part of the story ...and play in the space

  26. Best Practices - Part 2 • Two tactical elements - Visuals • Original (work) captures attention • Photography • Illustration - hand or computer • Collage art • Clip-art - manipulated, distorted, replicated, extracted, re-assembled • Cell phone images of you interacting with public sculptures • Spray-paint graffiti captured on cell phone • Ransom note scissor work • Selfie series? • ...you don’t really need more examples, do you?

  27. Best Practices - Part 2 Examples & Where To Start

  28. Best Practices - Part 2 Agency “Work” signmeupstan.com

  29. Best Practices - Part 2 Agency “Work” gsdm.com

  30. Best Practices - Part 2 Agency “Work” clickherelabs.com

  31. Best Practices - Part 2 Agency “Work” tocquigny.com

  32. Best Practices - Part 2 paulaminahan.com

  33. Best Practices - Part 2 paulaminahan.com Powerful Logo Engaging Image Great C1 Text

  34. Best Practices - Part 2 Angela Vega John Thumbnail What? Why? Narrative Portfolio Piece

  35. Best Practices - Part 2 sixwordmemoirs.com

  36. Best Practices - Part 2 Summary Creative Planning & Thinking Materials Selection & Sorting Copywriting Visuals Building Online Content

  37. Best Practices - Part 2 Summary Media Portfolio is unheard of No industry standards You create “best practices” as you develop Stop looking for a Rule Book Start writing your own rules Play in the space

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