Meet Hannah

I’ve spent the past four years at the University of Puget Sound in Tacoma exploring the Pacific Northwest and studying International Political Economics and Hispanic International Studies (and 1 semester studying abroad in Ecuador!). In the two weeks since graduating, I’ve moved to Seattle and am now posted up at Guenther Media as a new intern. They’ve given me a desk and a line-up of projects they have planned for the summer. More importantly, they’ve given me the space to explore my own interests and the chance to be a part of creating powerful messages that change lives for the better.

I have always been a big-picture thinker and have always relished learning how different fields of study intersect. I strongly believe that understanding multiple perspectives helps us best explain and provide solutions for large-scale social problems like climate change and economic inequality. Lucky for me, I think Guenther Media shares a similar outlook.

Since the weight of school obligations has lifted, I have devoted more of my time to writing, painting, hiking, and going on other adventures both in and out of the city. I’m thrilled to join the team at Guenther Media and participate in telling the kinds of stories that promote inclusion, equality, sustainability, and innovation.

HannahMcCreary

 

 

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Hope is Around the Corner

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Two conversations stand out today. We were at several locations with big cardboard signs today, working on a film about homelessness. At one location, a guy with a backpack full of culinary textbooks stops us and says, do I look homeless? We said no. He said he was in school and homeless and worked to stay very clean so that he wasn’t treated like a homeless person. He said he went into a restaurant and the waitress said, Oh, let me clean where you’re sitting — a homeless man was just there.

He was upset and also excited that whatever we were connected to might help.

Tonight, the streets down here seem like streams to me. Pretty much calm on the surface but troubled and volatile just beneath that.Later, I kept dropping stuff at another location because I am a klutz. We were all laughing. A guy comes up and says, you think being homeless is funny? We explained, he was sorry. And yet so angry a moment earlier.

And it makes me want to tell everybody who will listen that the Washington Low Income Housing Alliance is the hero in this story. For 25 years, helping create safe, comfortable places to call home, including thousands right downtown.

If you’re feeling like a little hero worship, google those guys and give. Can’t imagine Seattle without them.

-Kurt

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A Snapshot Of Our Work

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A new client recently asked for a snapshot of our work. As we were looking back at projects, I was reminded that we are very fortunate guys.

Every one of the clients we’ve partnered with shares our values and is making a difference in the world.

Their conviction fuels ours.

This year, we’ve won another half dozen national awards for excellence in film and television, and last year, our work for Jay Inslee, funded by SEIU, did extremely well — more than 300,000 views of one film alone.

We’re doing work we love for people we love.  We want to do more of it. A lot more of it. We want to grow so that we can say yes to poor progressives, risk-loving entrepreneurs and regional candidates in the future. That’s where our heart is.

Our sweet spot is film and television strategy, execution and distribution — broadcast, cable and through social media.  We understand people. We understand issues. We know how to deliver authentic, provocative stories that get results. 

We also provide branding, design and press and speech coaching because once you’ve got a powerful story, you want to be sure it’s equally powerful across an integrated message campaign.  So for more than 25 years, we’ve helped clients weave it all together — and win.

We want to have coffee with you. You don’t have to have an immediate project to be insightful.  We’ll give you a call and see if you have time.

If you would like to see some of recent spots, check out the film page. For a quick look, watch our reel below.

Hope to do a little scheming together soon!

Kurt

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Millennial Marketing

Millennial GraphicAs a generation that consumes more information and goods than any before, Millennials are an important audience to cater to.  Here at GuentherMedia, we’re especially interested in Millennials because they are the rising leaders and entrepreneurs of our time.  I’m also particularly interested because I am a Millennial, as are many of my coworkers.  There’s a lot of speculation right now about our futures, and I’m more than a little curious to see how they turn out.

The importance of Millennials as a 95+ billion strong generation has led GuentherMedia to the creation of a page about engaging them.  We will be launching it soon to share information like this list, a guide for companies looking to market toward the generation (a train we highly recommend jumping aboard).  Our clients often ask us about how to best persuade Millennials, so we’ve compiled a list of what we believe to be the best dos and don’ts.

DO:

  • Create opportunities for engagement—Millennials love to co-create in the marketing process, whether through YouTube unboxings, Yelp reviews, or tweeting directly to the companies they love or hate. To ensure their attention for your brand, make sure Millennials can interact with it.
  • Maintain a sense of transparency—because of the level of engagement Millennials seek out, they also expect a certain amount of responsiveness and honesty from their brands. Brands who are honest about the good and the bad will gain more respect from Millennials.
  • Actually have good business practices—in conjunction with transparency goes integrity, and Millennials are all about it. They are demanding more corporate social responsibility and will boycott brands that are not socially or environmentally conscious. Cause marketing is a specific aspect they look for in branding.
  • Non-profits: think outside the box when fundraising—in a recent article from Crossroads, Mike Swenson wrote on the proliferation of unique charity walks and runs that are attracting Millennials.  The Color Run and Tough Mudders are taking the traditional charity walk and turning it on its head with the incorporation of color paint bombs or obstacle courses. Millennials enjoy engagement and are more likely to contribute if a fundraiser is exciting and even a little bit demanding.
  • For-profits: give Millennials something to believe in—this generation knows how to shop and is more likely than previous ones to jump on board with a new, innovative product.  However “new” means nothing if it isn’t high quality, groundbreaking, and/or beneficial to Millennials themselves.  To win them over, you must take risks and show that your brand, product, or service is unique.

DON’T:

  • Do the same ol’, same ol’—like we’ve said, Millennials love innovation and they love to be the first of their friends to try something new.  If you’re utilizing business tactics that were used 20+ years ago, odds are it won’t hit home with them.
  • Rely on logic alone—Millennials have a tendency to look for products and services that go beyond simple functionality. They often look to hedonic criteria as well, considering emotional, symbolic, and subjective attributes and benefits in addition to the functional and economic.
  • Overwhelm or underwhelm their senses—Millennials are, to an extent, walking contradictions. They are impatient, multitasking individuals who seek information and peer affirmation before making decisions. But they can also feel overwhelmed by the information coming at them from all directions. It’s important to strike a balance between the “over the top” and the demure.
  • Forget to reward them—unfortunately, Millennials will switch brands or purchase from a non-favorite company if given additional benefit or offered a discount. They tend to bargain shop or seek out consumer rewards, and if you’re not offering these aspects then they will go elsewhere.
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The Growing Need for Responsible Business

The average citizen is taking an increasingly more active role in holding the businesses they purchase from accountable.  Consumers now have the ability to do this in a variety of ways, such as through applications like Buycott.  The app allows users to scan product bar codes to find out if company business practices conflict with the causes they care for.

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These demands show that there is a potential power shift occurring between businesses and the public.  Cone Communications puts out a report every other year on corporate social responsibility with Echo Research. This year they conducted an online survey of 10,287 consumers in ten major countries.

The survey found that:
- 8 in 10 global consumers expect companies to at least donate products, services, money, or volunteering in support of causes.
- 9 in 10 global consumers are likely to switch brands to one associated with a good cause, given comparable price and quality.

The 2013 Cone CSR report concludes that: “Corporate social responsibility is no longer an option—it is emphatically and indisputably a must-do.”  It is important to note that while the report found an overwhelming demand for better business practices, it also found that just a quarter of those surveyed believed individuals and corporations were making a significant impact on social and environmental issues.

These facts—that corporate social responsibility is a must and that consumers feel there is room for improvement—point to a need that is relevant to any business, large or small. People are showing interest in causes and hoping that companies reflect the same, indicating that businesses of all kinds must be good citizens at their core.

At GuentherMedia, we are lucky enough to work with organizations like MacDonald-Miller, who have found market solutions for the values they believe in. The built environment produces almost half of the CO2 emissions in the U.S.  MacMiller is changing that by making our largest buildings more efficient and more comfortable, and they are saving their customers money in the process.

We would love to help tell your story. Give us a call and we will take you out for coffee. 206-818-0871.

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Introducing Wise!

What do you get when you combine the Woodland Park Zoo with the Seattle Aquarium, Islandwood, the Pacific Science Center, Burke Museum and the Museum of Flight?

You get WISE! The Washington Informal Science Education Consortium. Kind of the Mt. Olympus of science educators in the state. We’re working with them on branding and getting off the ground. On Saturday, we were at the Seattle Science Festival. Very popular booth, showing kids the 66-year-old technology of instant photography. They were mystified by this vintage process! Wise_FestivalPhotoSpread

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Welcome Katie Lohman

Hello!  My name is Katie Lohman, and I’m the shiny new intern here at GuentherMedia.  I’ll be working with the team this summer until I return to school at Emerson College.  I’m a rising senior Marketing Communications major and Sociology minor. I’m leaning toward a public relations/advertising focus.  Truthfully, I’m open to wherever my opportunities take me as long as it has to do with cause marketing and/or non-profit work.

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Part of what drew me to GuentherMedia is the fact that the company’s number one value is the “common good.”  This is an essential factor for my future career.  From a young age I’ve toyed with different career paths (psychologist, private investigator, archeologist). I found that throughout high school and now college, I gained the most satisfaction when I’m working towards something I believe in. I’ve helped run Earth Clubs, combated impoverished conditions in a rural village of Guatemala, and am now a president of Emerson’s Alliance for Gays, Lesbians, and Everyone (EAGLE).  Just this past spring, I also realized the interconnectivity all of these causes have with immigration issues when I spent a week in El Paso, Texas as a part of an alternative spring break cultural immersion project.

I stubbornly did not want to pick one issue to fight for at an internship this summer, so I didn’t—instead, I found a place where I could give back to a variety of groups and causes.  Ultimately all of the social and environmental issues I care about relate to each other in some way.  They are about bringing us all together to better the places we share, not dividing us into individual causes.  Contributing to the common good at GuentherMedia is where I hope to apply my skills as a marketer and, ultimately, a community member.

I was so excited when I found GuentherMedia’s site last fall that I immediately started pestering them about when they would begin taking applications.  The company values matched mine, and their mission to give back in their work was the same goal I’ve strived for.  Now I’m here and so excited to see what the next few months hold.  I can tell already that I will be gaining plenty of hands on, practical experience, and I’m eager to contribute to the missions of all of our clients

Did I mention that I’m also a dog person?  Ty and I are good friends already, so I am in heaven!

Here’s to a great summer,

Katie Lohman

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Tour De Vance is 1 week away!

Come join GuentherMedia and 14 floors worth of great organizations at the 6th annual Tour De Vance! There will be an abundance of fun, food, drink, and groups working on issues that matter. Suite 310 has a tradition of having the most fun, but don’t take our word for it, come see for yourself. 

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4 new Telly awards.

The results are in and we came home with 4 new awards! NoaNet: Broadband for all, Earth Ministry: Our Moral Compass, and two spots for Hans Dunshee were winners. Check them out below, and visit our awards page for a complete list of award-winning work.

 

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Will Millennials Volunteer?

Right now, there seems to be a real opportunity to redefine the culture of volunteerism in America, and it starts with Millennials. Millennials are a group of young people, defined by their civic duty, pragmatism, and sense of community. We are a sleeping giant of productivity. We are also equipped to use the power of the internet better than any generation before us. Websites like Volunteerfinder, Sparked and Catchafire already help make volunteering easier and more productive. A generation’s energy is ready to be unleashed, but finding the path to redefining volunteerism is tricky, and I’m not sure we can get there without significant change to the current system.

Millennials are supposed to be all about solving problems by giving back, but in 2011 we were the least likely generation to volunteer. Only 17% of us did. This may have as much to do with our age as our generation, but we’re certainly not distinguishing ourselves.

Technology has changed the way we do many things, including charitable contributions. Thanks to innovations like quick donate, the Obama campaign broke fundraising records in 2012. However, where quick donation technology catches us at the height of our passion, much of volunteering procedure requires sustained engagement.

First, volunteering takes more work than donating money. Pretty simple. Second, volunteering is more work for the organization. It is an investment of time and money to train volunteers. Third, there are legal barriers to a lot of volunteer opportunities that simply don’t exist with monetary donations. None of these are easy to change.

What if volunteering was more of a social event, less of a service? Can we change the perception that we are sacrificing when we volunteer? The ball is largely in the organizations court here. It would have to be proven that creating engaging, fun opportunities for volunteers was in their best interest. Until we prove it’s worth their time, they likely aren’t going to pour energy (or money) into creating highly engaging events.

I want to hear your ideas. How do we engage a generation to dive into the issues our world is facing? Is it a fool’s errand, or is there real possibility for progress? Our legacy as a generation is beginning to be written. What do we want it to say?

Comment below, or send me an email and give me your thoughts.

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