Commercials aren’t storytelling. Whether in the form of words, images, or video your advertisements are simply assets developed to show the best version of your business or tell the scripted elevator speech told hundreds of times before. More often than not these tell the who, what, when, and where, but also the “how much.” These advertisements are crafted for the actions they drive, not for the story they tell. You measure their success in the clicks, conversions, or inventory number.

Commercials come easy. Stories make you work for it.

When a story is told well, it’s clear to the audience that the purpose was to inform, entertain, or give. All the best stories generate visceral responses in sentiment, the least measurable element of a campaign. What marketers call “content strategy” really means “managing emotions,” and that doesn’t always show up in Google Analytics.

INDUSTRY INSIGHTS

Blog Posts

Social Media Advertising for Higher Education


When attracting and converting students for higher education institutions is your goal, social media advertising is a natural choice.

Higher Ed Enrollment Down 5.9%


Before launching an integrated marketing strategy, it’s important to understand what success looks like. If you can’t measure a campaign’s performance, how can you manage…

Cross-Platform Campaigns


In a time where competition is high and marketing budgets are being cut, nothing is more cost-effective than a digital campaign.

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