Mark McKinnon, Architecture of a Successful Message


McKinnon Mark PROMOPICLet’s connect the dots!  What do the political and corporate worlds share that we as media managers should discuss? What tactics and strategies do we both use?  We both have a need for concise and compelling messaging.  We both look for ways to amplify our stories and to reach our audience.
The Communications Media Management Association is proud to announce Mark McKinnon as our keynote speaker for our 2017 National Conference. Mark is an American political advisor and producer of the television show, The Circus: Inside the Greatest Political Show on Earth.
He was the chief media advisor to five successful presidential primary and general election campaigns, and is a co-founder of No Labels, an organization dedicated to bipartisanship and political problem solving.

And what we will learn from McKinnon?  Using fascinating historical ads and clips from U.S. politics, Mark dissects the foundational elements of successful campaigns, lessons that apply to any company or organization seeking to communicate a clear and compelling message.

This is one you won’t want to miss.  Catch the live webcast Monday, September 25, 2017.



An Evening At The Bijou


MovieSeats3CMMA is reinventing The Bijou Theatre to provide new insights, spark new ideas and help bring greater value back to your organization. In keeping with this year’s conference theme, The Leadership Paradox, The Bijou is looking to call attention to those projects that encountered obstacles. What doesn’t change is the opportunity to sit back, relax and enjoy the work of our colleagues.  The Bijou Experience is the premiere event highlighting the incredible work of our member companies.  It is an evening where we view the creative and technology based projects that continually push the envelope in how we communicate as businesses, employees, clients and individuals.

Ever had a difficult client, a disconnect between the client’s vision and your interpretation, experienced deadline angst or struggled to push technology boundaries? This year’s Bijou Theatre looks to showcase work that successfully overcame challenges.  We’re providing case study examples illustrating the wide range of work done by our CMMA members:
video, webcasts, graphics, digital signage, emerging media or event support that highlights the work of our membership.

The Bijou Experience 2017 will celebrate some of the most talented people in the industry, and encourage dialogue on meeting unusual challenges, facing the challenges of a day-to-day grind, solving production obstacles – all while meeting client needs and delivering true business value.

Join us for the The Bijou Experience.
Monday, September 25, 2017
5pm – 7pm
San Antonio, Texas

Corporate Video Trends


It is easy to get caught up in industry buzz words from blogs, video production magazines and tradeshows. What does video in corporate America really look like at present? We have taken a pulse of the corporate market and have broken it down by current styles, deliverables, types of communication, and messaging trends.

Style = More Depth, More Movement, More Direct, Less Bookshelves

No matter what descriptors are being requested: “film look”, “shallow depth of field”, “polished”, “fuzzy background”, more 35MM sensor cameras are being used with prime lenses for corporate shoots. Producers are getting creative with movement, even for the simplest testimonials, by using dollies, jibs, and camera sliders. This subtle enhancement of motion keeps the ever shortening attention span locked onto the subject. An increasing number of producers are having their subjects look directly into the camera to deliver their messages. Mirroring the effect of radio, the first person address feels more like a one on one conversation instead of being a voyeur. In addition, mimicking user generated content is still present to engage audiences online. There has been a reemergence in green screen/ backdrop requests. Whether adding graphic heavy packages, inserting creative video, or just adding a plain white backdrop more producers are opting to cloak the office plants, artwork, and bookshelves for a more controlled look.

Deliverable = Files Everywhere

Files are by far the most predominant deliverable onsite which increases efficacy in post. The end deliverable for corporate videos are being purposed and reposed onto a multitude of platforms that include intranet, web, tablets, and phones. Google reports in 2013 more consumers access the internet from a phone than a computer. And 78% of smart phone users access the internet in stores. With the boost in where and how the videos are being watched we are seeing the maximization of enterprise video with services like Wistia. This service hosts videos, provides analytics, and support tools. Producers are using the data that they get back about past videos to make future video better.

Communication = Increase Business, In The Know, Beef Up Presentations

Corporate Departments are using more video, more often for more reasons. Adding video is often like installing new appliances into your kitchen. It may not be 100% necessary but it looks a lot better and the cook will be able to function more effectively. Video is being appropriated by Sales forces to compliment their efforts at onsite client meetings. Human Resources are using videos to explain employee benefits or to recognize team members with an “at-a-boy.” Training video continue to be effective by letting employees see the information they need when they need to see it. Product Support teams are using video to respond to user generated reviews and for damage control. There is no big surprise that videos are appearing with greater frequency at regional meetings and in C level presentations. Forbes reported in Video In The C-Suite, “Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly”.

Messaging = Brand Managers, User Generated, Loss of Message

For selected projects an increase number of Brand Managers are working directly with production companies instead of agencies. This allows them to not only cut costs, but also streamlines the message by using the same talent, locations, look and feel in video and print campaigns. Corporations are listening to consumers who use their products or services and tailoring their corporate messaging around their content. “Many organizations rely on the distributed problem solving, tapping the brain power of consumers and experts from within and outside the company for breakthrough thinking”, says McKinsey & Company Ten IT-Enabled Business Trends for the Decade Ahead. Managing Producers aren’t showing up on location and are sending regional company contacts who may not have a firm grasp on the project or message resulting in a compromised corporate message.

In our experience here at Crews Control, the lag time from innovation to adoption within corporate media departments on average is 5+ years. By interviewing media departments and analyzing data from current shoots, we are able to get an accurate picture of styles, deliverables, types of communication, and messaging trends on the rise now.

Article Contributor: Andrea Keating, Owner/Founder & CEO at Crews Control Inc

Top 3 Benefits of Hybrid Meetings


Are you looking to increase audience participation and engagement for your conference? Have you tried a hybrid meeting? For most people, I’m sure the answer to the first question is a resounding “yes.” However, many people have not added a webcasting component to enhance the conference experience.

Hybrid meetings integrate in-person communication and virtual meeting elements, which allows attendees to connect and share information across the globe. Participants who are unable to travel due to time or budget constraints now have easy access to participate in the event, either live or on-demand.

If you’re considering a hybrid meeting for your next conference, consider these key benefits:

Increased Participation – While many businesses may think webcasting will cannibalize their event participation, it actually helps increase engagement. By offering an alternative to onsite attendance, those who are unable to attend due to travel costs or timing can still enjoy the conference experience. Businesses that provide live and on-demand viewing options have an even better chance of distributing their conference messaging as attendees can watch at their convenience. Onsite attendees may even decide to tune into the virtual experience – you never know when conflicting presentation times may cause conference attendees to miss a presentation they would like to see.

Also, speakers and other thought leaders that may be unable to travel to the conference can lend their expertise by presenting virtually. As a result, you won’t be missing out on incredible presentations and can connect and collaborate with individuals across the globe.

Convert Webcast Attendees to In-Person Attendees – Content is king, so if your business secures strong speakers, organizes interesting panels and provides attendees with networking opportunities with key constituencies, online participants will think it is absolutely necessary to attend in-person next time. After all, there is nothing like meeting face-to-face.

Education and Promotion – Hybrid events not only provide participants with another means of attendance, but the archived webcast can be used as an educational and promotional tool. Edit and re-purpose portions of the conference/meeting for sales and marketing tools to attract future attendees or use as an educational piece for new employees, organization members, etc. The content can also be shared through social media channels to generate additional interest.

In a business environment where increased communication and participation are paramount, companies, and conference organizers in particular, are leveraging technology in combination with their tried-and-true event strategies.

Physical events are here to stay and will continue to exist alongside virtual ones. Talk to your conference/meeting attendees to determine what they are looking for an online event component.

Then, choose a webcasting provider that will work with the onsite event AV team. This will minimize production issues and provide a better experience for participants.

Finally, use polls and exit surveys during and after your hybrid event to find out why attendees participated online. All of this information can help you create an event that works for all of your constituencies. You’ll gather real metrics, real data and real results.

This article was contributed by TalkPoint – CMMA Partner Member

Editor’s Note: At the upcoming CMMA national conference in Nashville, TalkPoint will help CMMA execute the organization’s first hybrid meeting, using webcasting to facilitate increased communication and engagement with conference attendees. They will provide the webcasting technology to capture key elements of the conference including speaker presentations and case studies.

Get a Seat at the Table


Be A Strategic Partner With Creative Impact: Get a Seat at the Table Do you have a seat at the table? How does our inherent passion to produce creative videos and live events coexist with our need to deliver strategic communications that move our organization’s businesses forward?

Get a Seat at the Table will 
focus on the need for our departments to become strategic communications partners and
 the actions we must take to achieve this. We’ll also look at the powerful creative work that can result from this partnership. Featured speakers, presenters, and facilitators are:

Bob Matha, Basics3

What Leadership Needs to Hear, What We Need to Say

“Communications people are plentiful. Harder to find are people who make things happen. They are valued. And they’re usually seated to the right of the CEO.” As a communications consultant, Bob Matha (Basics 3) knows what corporate leadership is looking for and, what they need. Bob will take us through “ten truths” about Leadership and communications. You may have experienced some of these and may disagree with others, but all of them will challenge your thinking about your role and the importance of developing creative communications that help drive your organization’s strategy.

Bridget Coffing

Chief Communications Officer and SVP Corporate Relations, McDonald’s

The Power and Importance of Strategic Communications

Bridget Coffing, McDonald’s Corporate Senior Vice President of Corporate Relations and Chief Communications Officer, presents her perspective on the state of business today. With the speed of communications, the strategic intent of those communications is more important than ever before.

McDonald’s Management has a strategic plan, and they look to their departments for perspective and to help ensure that they “get it right.” Management at every company needs strategic communications partners who understand where the company is going and why – a team who can apply their expertise to both develop and shape the messages and to deliver those messages creatively.

Francesco Cordua

Director, Retail Design, McDonald’s

Creative Design and Business Impact

Design is strategic. The process and choices are inherently linked to a company’s strategy. Creative decisions not only matter to a brand, in many instances they define the brand. How does this play out internally?

Francesco Cordua, Director of Retail Design for McDonald’s, USA, shares his thoughts on the importance of strategic design and what this means to an internal creative group. As an example, he gives his perspective as a customer of McDonald’s Creative Services; how they nearly lost his business then found their way as a strategic partner.

We look forward to seeing you in Oak Brook, IL at McDonald’s Corporation where you’ll get a seat at the table!