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Inside Diversity and Inclusion in the Creative Industry

People-based marketing is important but what about enriching diversity within the workforce? A recent article by AdNews got us thinking: Why is diversity and inclusion (D&I) the creative industry’s new 100-year-old baby?

Easy: It’s not just the right thing to do, a corporate D&I plan is now essential to the future success of any business (and client happiness), especially in the marketing and advertising realm. As we look internally here at Proper Trends to solidify our commitment to D&I, we also work together with our clients to develop authentic and meaningful campaigns.

This industry is uniquely positioned to shape how people think and should use that position to create positive change.

Diversity has many different facets: gender, ethnicity and sexual orientation, age, socio-economic status or physical abilities, religious beliefs – the list goes on. But collectively, we still have a long way to go in the creative industry.

The number of women in creative leadership positions globally, for instance, is now up nearly 50%, which is an encouraging sign in a discipline that’s been notoriously slow to change – ironically. In strategic planning, the number of women in leadership positions has risen only 10%, with a 13% increase at the executive level – but creative and digital are still struggling.

Many firms make an effort (especially in the tech industry) by changing policies, creating working groups, joining third party organizations for help, as well as hiring diversity-focused creatives that can spearhead and lead change. Focusing on this issue is only going to benefit an organizations’ people, partners and communities. “When we listen and celebrate what is both common and different, we become a wiser, more inclusive, and better organization,” said Pat Wadors, Head of HR at LinkedIn. Not only will employees have a sense of inclusion, their standards as decision-makers and will evolve to produce diverse creative strategies.

According to Deloitte’s most recent Human Capital Trends report, companies with inclusive talent practices can generate up to 30% higher revenue per employee and greater profitability than their competitors.

One-size-fits-all rarely works in any scenario, so why would it work in marketing?

So we’re a lot more powerful and impactful if we move as an industry, rather than at the individual level. One-size-fits-all rarely works in any scenario, so why would it work in marketing? This industry is uniquely positioned to shape how people think and should use that position to create positive change. Remember: t’s not about making sure ad campaigns feature different races, genders and ages; it’s about making sure that different kinds of people are portrayed in a fair, accurate and realistic way – instead of relying on age-old stereotypes that reinforce society’s preexisting conditions.

Companies that increase and improve upon diversity will outperform in their marketing strategies. Further, a team that reflects the vast diversity in the marketplace is much more likely to develop messaging and advertising that resonates with their audience. To change how people behave, we need to change how they think. And at the end of the day, isn’t that what marketing is all about?

All the Cool People Are at the Blog

We’ll admit, even marketing agencies can neglect the task but blogging for a business is crucial. Blogging will drive traffic to your site, leverage leadership members as experts in their industry and garner more visibility for your brand. Blogs can’t be fluffy sentences squished together with a photo or two, they need to have rich content to get a great ROI.

So, how do you write the perfect blog? This formula will work every time:

  1. Introduce the topic in an opening sentence. Pro tip: Add a relatable lead for extra points.
  2. Add three to five bullets supporting your topic. Pro tip: There’s a 90% success rate if your argument has statistics to back it up.
  3. Add a featured image. Pro tip: Today, our phones have amazing cameras so don’t let technology stop you from a great photo.
  4. Conclude with a call to action. Pro tip: Consumers are turned off by over the top sales-pitchy language, so be genuine.
  5. And lastly, have a second set of eyes read it before you post it. Pro tip: You’ll be surprised at how helpful even the CFO can be in a pinch!

Follow these five easy steps and you’ll be writing up blogs in no time. And, if you’re still unsure how to get started, email us.

See what we did there?

5 Ways Drunk Messaging Influencers Can Help your ROI

By Crescent Seward

Reasons to not drunk text your crush (or ex) are the same reasons not to drunk message influencers when you see their on-point espadrilles hanging off a boat on the Amalfi Coast. Sure those shoes are amazing and you do want to know where to find them (save the LIKEtoKNOWit crap … that’s too complicated when fueled on rosé). I’m not going to condone any obsessive, irrational drunk messaging but hear me out on this one.

Waking up to an Instagram message from said espadrilles-wearing blogger will suddenly spark excitement.

She noticed me and my amazing blog and wants me to collaborate! Soon I’ll be sailing the seas with her as her special guest at the next Revolve event! But my hopes and dreams are crushed when … it’s just a kissy-face emoji. Huh? Oh wait. I think I’m starting to remember what happened last night. My embarrassment washes over my now-red face in a hot flash.

But is it really that bad? No. And I’ll tell you why. Here are five ways a drunken message can help your ROI:

1. Communication As long as you don’t bully the influencer or disrespect her, a connection is still a connection. A positive, drunken shout out to the espadrilles is obviously a silly message to receive but if your target took the time to respond, that’s progress. You’ve opened a door of communication that you otherwise never would have had. What you do with it next could potentially help you!

2. Networking Don’t think traditional, brick and mortar networking — think digital networking. Now’s your time to find like-minded influencers and companies to connect with. Say the influencer tells you where she purchased her sought-after espadrilles, so you go find her Instagram page … then and find out the company is hiring for a position you’d be perfect for! You never know.

3. Advice Now here’s something that influencers do a lot: offer advice. They know their worth, their passion and their struggles before they got where they are now. Some are more than happy to share the wealth (so to speak) and offer solutions.

4. Reach Let’s face it, I mean followers. When an influencer publicly replies to your comment, likes you or likes one of your comments, potential followers are watching. You are now in the inner-espadrilles circle.

5. Opportunity This is also just another word for collaboration. Let’s collab. Please don’t straight up drunk message “let’s collab” to anyone. Personally, it’s the same as when that certain someone creepily texts you: “what are you wearing?” No. Opportunities are everywhere but it’s important for the relationship to build naturally. Collaborations will happen.

So you see, it’s actually not as bad as drunkenly engaging with a crush. Next time you’re filled with liquid courage, remember each interaction could be used as a positive lead towards your hustle.

[This post was originally published on lunarismoon.com]

CRESCENT SEWARD is a Co-Founder and Managing Partner at Proper Trends. She is a global public relations, communications and marketing professional with a focus on maintaining a strong brand. She’s a creative powerhouse that loves to get down and dirty with content strategy. She may or may not have drunk messaged an influencer on Instagram. @lunarismoon // crescent@propertrends.com