Saving the Oval
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The document discusses 10 lessons for using social media to promote a cause from saving a public park space called the oval. It emphasizes the importance of having a dedicated online presence and media for the cause, sharing content widely on social platforms, responding to opposition smartly, gaining traditional media coverage, and asking for help from others. The document also includes commentary on various typefaces.
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Saving the Oval
- 1. saving the oval how social media has gotten us half way there 10 lessons in marketing a cause jeff white | kula partners | #podcamphfx 2011
- 2. some stats ? opened early December ? over 8,500 have signed ? can handle over 500 people petition at once ? more than $3,000 raised ? centrally located privately ? free to the public, including ? more than 15,000 visitors to rental gear savetheoval.ca in <3 weeks jeff white | kula partners | #podcamphfx 2011
- 3. *about the typography It has been brought to my attention that some people were upset that my talk wasnt going to be about type. I shall endeavour to also provide notes about the typography in these slides. I have no idea if this will work or simply be confusing as hell. I apologize in advance if its the latter. This typeface is FF Meta, I once heard Erik speak at designed by Erik Spiekermann Carnegie-Mellon University. He for the West German Postal compared Helvetica to Univers Office. It became the Helvetica by saying Its like comparing of the 90s. shit to crap. I tend to agree. jeff white | kula partners | #podcamphfx 2011
- 4. lesson 1: see the signs Tens of thousands of people used the oval over the holiday season. Three supportive Facebook pages showed up at once. Recognize an opportunity to contribute and act on it. Adrian Frutiger designed his Its a friendly sans serif, and namesake typeface in 1968 as a exceptionally capable as a signage face for Charles de Gaulle signage face. Legible from a airport in France. great distance, with lots of space in the counters and many weights. Some find it a bit bland though. Such are the woes of a humanist sans. jeff white | kula partners | #podcamphfx 2011
- 5. lesson 2: own your media You need a real homebase for your issue. Register a domain. Use social media platforms for outreach. Free tools abound. Use them, but be cautious. Gill Sans is a popular typeface Given that Eric Gill sexually choice for some reason. It has molested his own children some interesting features, but I though, I have a hard time using it think its particularly ugly. for anything. Be my guest though. jeff white | kula partners | #podcamphfx 2011
- 6. lesson 3: move fast The advantage of having such great tools widely available is that you can have a platform up and running in minutes. Get it live and iterate. Futura is an incredibly popular Design students love to use sans serif typeface. Its very Futura because its so modern. geometric in appearance, but is Except that it was designed in actually carefully modulated to 1924. Grab a clue, design make it look that way. students. jeff white | kula partners | #podcamphfx 2011
- 7. lesson 4: share share share It doesnt need to look messy like TechCrunch, but provide sharing tools that people will actually use. Know your networks. Ah, Arial. The bastard child of Heres a cool party trick: the a Microsoft that didnt want to easiest way to tell the pay license fees for Helvetica. difference between Helvetica and Arial is the upper case R. Helvetica has a little hook on the leg of its R. See? jeff white | kula partners | #podcamphfx 2011
- 8. lesson 5: get political Find out what politicians have to say on the matter. Get one of them on your side. Youll have an inside track and it will be easier to access those in power with their help. Gotham was designed by the Its been used frequently but talented duo of Jonathan most notably by Obama as a Hoefler and Tobias Frere- large part of his branding Jones. and social media campaign. Some would say the poor typeface has jumped the shark. jeff white | kula partners | #podcamphfx 2011
- 9. lesson 6: fight Be prepared for some vocal opposition. Be smart when you respond, no matter how wrong or ill-conceived the other party is. Opposition means youre doing it right. Designed by Chris Costello in Papyrus is nearly as hated as 1982 for Letraset. Even the Comic Sans and thats saying designer thinks the face is something. If you want your overused and incorrectly documents to look old there chosen by people who dont are far better ways. know better. jeff white | kula partners | #podcamphfx 2011
- 10. lesson 7: money changes things When money starts to get involved, you need to get legitimate, and quickly. There will be vocal opponents to this and youll be called a scammer. Nothing talks like cold hard cash though. Optima was designed by The trouble with Optima is Hermann Zapf. Yeah, the that its bloody wishy washy. Dingbats dude. Its both sans serif and serif, and its not particularly good at either. Shouldnt your message take a stand on something? jeff white | kula partners | #podcamphfx 2011
- 11. lesson 8: be prepared With a campaign like this, youre always working. Be prepared at all times with up to date stats, know your opponents and have counter arguments ready. Dont come out swinging but stick to your core message. Otl Aicher designed the Rotis Having a broad family to work family with four variants: sans, with allows for lots of different serif and semi versions of each. intonations in your work. Font The type family also has design is incredibly difficult and numerous weights and italics. its worthwhile to pay for typefaces you use, especially for commercial purposes. jeff white | kula partners | #podcamphfx 2011
- 12. lesson 9: go old school You need the help of traditional media. Without it, youre only talking to the fishbowl. Be remarkable enough that TV, radio and newspapers notice, then make yourself available. Carol Twombley designed While its gorgeously Trajan to look like the designed, its overused, characters on the Roman especially on movie posters Trajan column, constructed and wine labels. There are in AD 113. better, more interesting choices like Warren Chappells Trajanus, which also has a complete set of lower case characters. jeff white | kula partners | #podcamphfx 2011
- 13. lesson 10: ask for help You cant do everything alone, so know when to ask for and accept help. So, Im asking for your help. Blog about this. Set your FB and Twitter statuses to ask others to sign the petition. Write your councillor. Join us Tuesday on the Oval. Typefaces like Verdana and Leave them there, its where Georgia were designed they are best. Using web and explicitly for on-screen screen fonts in print is a legibility. surefire way to make your printed documents look amateur. jeff white | kula partners | #podcamphfx 2011
- 14. discuss. Theres lots of things we could talk about now. Over to you. Are you for or against the Oval? Whats your favourite ampersand? How else could Social Media be used to promote this cause? Only one space after a period. This isnt actually open for discussion. I dont care how your typing teacher taught it. jeff white | kula partners | #podcamphfx 2011
- 15. thanks. http://savetheoval.ca @brightwhite jeff@kulapartners.com 902.478.4989 jeff white | kula partners | #podcamphfx 2011 Background by Flickr user Peter Kaminski