 Anne Richardson, principal and media director at Richardson Media Group, was recently profiled by New Hampshire Businesses for Social Responsibility, a nonprofit organization driving the social responsibility agenda in New Hampshire. The profile, which originally appeared on the NHBSR Featured Member Spotlight, is reproduced below.
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 Clothing makes a bold statement. It offers the world a distinct impression of who and what we are. Just look at the photos from the 2019 Met Gala — the “Camp” theme interpreted in myriad crazy ways by the celebrities in attendance. Not that I’ve ever attended the Met Gala (I’m sure my invite got lost in the mail), but it’s a great example of the power of a costume to showcase a person’s personality and identity.
 Traditional media is an integral part of any multi-layered campaign. And it pairs perfectly with digital advertising.The most effective media plans incorporate both digital and traditional advertising. The combination of these two media categories works best when brought together into one, cohesive campaign.
 For the past fifteen years, I have been a Legacy Partner to a Holocaust survivor, which means I am a “Guardian of the Holocaust.” I am committed to this lifelong pursuit to ensure that the world remembers the survivors and victims of the Holocaust.
 The benefits, lessons, and limitations of a single-tactic campaignThis is the final installment in a three-part series exploring our decision to launch a paid media campaign for our own company. The first installment talks about the factors we considered in making the decision to advertise. The second installment talks about the process of media planning and media buying. Our decision to run a media campaign to promote Richardson Media Group, was driven by two factors. First, we wanted to experience sitting in the client’s seat for a change so that we could better understand what it felt like to be on the receiving end of a media campaign. Second, we were curious to find out whether we could drive any significant lead generation via a small (actually tiny) budget/single tactical effort. The results of our campaign were somewhat surprising! What follows is a review of the campaign details and a summation of campaign results and delivery metrics.
A simple guide to creating a content marketing strategy, editorial calendar, and promotion plan.
As a strategic media planning and buying agency, we work with brands to raise awareness and generate leads. As a part of that effort, we often provide content support for our clients. Sometimes this comes in the form of writing copy for websites, landing pages, and ads. Other times, it is a more robust effort to launch or support a content marketing initiative.
 To attract high-quality links and improve your SEO, you need high-quality content.The digital world changes fast. A few years ago, everyone working in SEO (search engine optimization) knew Google’s search algorithm and it was easy to hack the system to get your website on the first page of search results. Today, the algorithm is no longer public information and the hacks that were once so successful — like keyword stuffing and buying links — do more harm than good.
 Saturday dawns. The temperature outside is hovering around 20 degrees, and I hear the wind rattling the window panes in our old Victorian as I head downstairs to put the coffee on. My first cup in hand, I settle into the couch in front of the big wood stove that’s been beaming heat into the living room all night. A novel I’ve been meaning to finish reading sits waiting for me, as do a few precious hours of quiet time. Now, if I could only find my glasses?
 Going through the media planning and buying process, and gaining a few insights along the way.This is the second in a three-part series exploring our decision to launch a paid media campaign for our own company. The first installment talks about the factors we considered in making the decision to advertise. The third installment describes the results of our advertising campaign.
Last month, we made the decision to go forward with an advertising campaign. So, we set our budget parameters and hand-picked a vendor partner to guide us through the campaign. Now it was time to clarify our media strategy.  When content marketing and advertising work together, your sales team benefits.Advertising and content marketing work very well together. Each one makes the other more effective, improving your short-term and long-term results as well as the return on your investment.
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Anne RichardsonIn addition to her role as owner and media director here at RMG, Anne authors the majority of our blog posts. Favorite topics include the entrepreneurial journey, media planning and buying, and forming productive agency partnerships. |
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Richardson Media Group, Inc.
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