Right now, organizations and companies around the country are undergoing an unprecedented disruption in their day-to-day functions due to the emergence of the Novel Coronavirus (COVID-19). Organizations must take a proactive approach and pivot operations into a new digital age.
The good news is people are tuning in even in this time of uncertainty and familiarizing themselves with digital tools. There are five key transitions in the weeks ahead that Rational 360 is working with clients to navigate:
Transition 1: Conventions, Summits and Conferences ➡️ Digital Conferences
Organizations are canceling and postponing major in-person events in the short-term and face significant uncertainty longer term. Rational 360 is working with clients to transition major in-person conventions, summits and conferences to be fully digital conferences, including transitioning keynotes, panel discussions and breakout sessions to the various digital elements below, and packaging them up on an easy-to-navigate Digital Conference landing page.
- Livestreams on Facebook, Instagram, Twitter and YouTube
- Podcasts on Apple, Spotify and Google Play
- Webinars on Zoom
- Video Series on Facebook and YouTube
Transition 2: Roundtables, Salon Dinners and Mini Events ➡️ Digital Conversation Series
For events that are typically smaller and more intimate, organizations can create a Digital Conversation Series around a specific topic. The series can include:
- Videos with multiple guests from different locations
- Serialized content that can be promoted to targeted audiences through paid digital ads
- Opportunities for the audience to engage through questions and surveys
Transition 3: Political Fundraisers, Nonprofit Fundraisers, and Galas ➡️ Digital Fundraisers
In an election year and uncertain economy, fundraising for candidates and nonprofits is more important than ever. Digital fundraisers can include:
- Customized landing page where donors can contribute
- Two-way video engagement where donors can interact with a candidate or cause leader
- Moderation, to help guide and control the conversation
Transition 4: Constituent Meetings with Lawmakers ➡️ Digital Grassroots Advocacy
Lawmakers will be moving away from in-person meetings at the state and federal level, increasing the importance of digital grassroots advocacy. Organizations can make an impact by:
- Driving emails into legislative offices by developing one-click landing pages for constituents, who can be reached directly via ads, email or text message
- Driving social media posts into the feeds of legislators and regulators through one-click landing pages and prepopulated posts
- Placing letters to the editor in local news publications by cultivating activists by educating, walking up a ladder of engagement, and activating them around key moments
Transition 5: In-Person Lobbying ➡️ Digital Lobbying
Instead of your lobbyist getting a meeting with the right staffer in a particular office, virtual targeting helps put compelling and educational content in front of legislative and regulatory staff at the federal and state level. Components to a successful campaign include:
- Backdating device ID targeting – Even though lawmakers and staff may no longer be in their office, Rational 360 can backdate data to geo-target people who were in a particular location at a past date.
- Job title and employer targeting – Content can be served to anyone with a particular job title based on LinkedIn or external third-party data.
- Digital-first content – Instead of a one-pager or traditional leave behind, it is important for content to be in a digital-first environment: sub-titled, short, educational videos – or a long-form infographic that renders well on mobile are two examples.