CITY CLUB OF EUGENE

CASE STUDY

Using the art of storytelling to attract sponsors and avert a financial crisis

MY CHALLENGE

For over 20 years, City Club of Eugene has been a place where citizens of Eugene, Oregon are invited to participate in civic discourse to promote engagement with local issues and community affairs. Their forums have been attended by thousands and are broadcasted weekly on KLCC. At a time where civil discourse all-too-often gives way to political chaos, the work of City Club could not be more important.

Unfortunately City Club of Eugene has also been threatened by a financial crisis. One of their biggest sources of revenue in the past has been sponsorships, but many sponsoring organizations chose not to renew their support while the new executive director has had difficulty attracting new sponsors.

A City Club of Eugene Meeting

MY RESPONSE

After a conversation with City Club of Eugene's leadership, I discovered that the organization lacked the power of storytelling when it approached local businesses and groups in search of support. Oftentimes, the sponsorship was seen by both parties as City Club looking for a donation, without much focus on what City Club had to offer a sponsor in return.

Working with a team, I was able to reframe City Club's approach to seeking sponsors. The organizations it approached already had a goal– to reach out to the community and attract customers. If City Club could position itself as a promising means of accomplishing that goal, sponsoring the organization would seem like a no brainer! And in fact, with regular attendees and radio broadcasts, City Club had the sort of audience many businesses were looking for.

All we had to do now was to make this clear.

City Club of Eugene's homepage

MY RESULTS

After a couple weeks of strategic planning, brainstorming, and writing, we were able to present to City Club of Eugene a whole new approach to sponsorships- one that focused on storytelling.

Among the items we delivered to City Club's leadership were a brief guide on how to apply storytelling principles, suggested internal protocols on how to affirm the value of a sponsorship to a partner organization, recommendations as to how to incorporate sponsor promotion into social media posts, and a sponsor-promoting script to be read at the start of community forums and radio broadcasts.

The reception by City Club of Eugene's leadership was enthusiastic and optimistic about being able to overcome their financial situation. As of our last follow up, the executive director mentioned that the outlook was positive for the next year-and-a-half, at least.

In every story, a character has a goal and is called to action in pursuit of that goal.

In this particular story, Eugene businesses have a goal of reaching audiences, and now City Club could call them to take action by becoming club sponsors.

Four of City Club of Eugene's biggest sponsors

THE BIGGEST ADVENTURE BEGINS

100 ADVENTURES FOR OUR FIRST 1,000 DAYS OF MARRIAGE

When I asked Deanna to marry me, I told her that getting married doesn’t mean settling down, but it means partaking in the biggest adventure there is– becoming one with another person. To be clear, the “biggest adventure” isn’t one on the list below. It doesn’t involve passports, or backpacks, or cooking challenges… it involves sacrificing and committing to each other. BUT– we also want those other sorts of adventures in our life, because pursuing a quest draws us closer together and because life’s a little more fun when you’re on a mission. So, we drafted a list together. A list of 100 things we’d like to have done by our 1,000th day of being married.

I’ll keep this updated along the way. And, like I did last time, we’ll be donating $5 for every unaccomplished mission!

START: JUNE 27, 2015
FINISH: MARCH 23, 2018

LAST UPDATE: DECEMBER 3, 2016

1. Climb Mount Hood

2. Take a pottery class together

3. Go on the Hellgate Jetboat Excursion

4. Go on a 3 day, 2 night backpacking trip

5. Own a dog

6. Host 50 friends for dinner (23/50)

7. See the Seattle Mariners play at Deanna’s first MLB game

8. Go wine tasting

9. Explore San Juan / Orcas Islands

10. Start a garden

11. Make 10 tacos influenced by Filipino cuisine (4/10)

12. Run a half marathon together

13. See Run River North play live

14. Go skiing

15. Spend New Years Eve in New York City

16. Road trip from Chicago to Iowa to see Vanessa & Breanne

17. Visit Patagonia

18. Make 50 recipes from Mastering the Art of French Cooking (15/50)

19. Save up enough money from recycling for a nice dinner

20. Start canning and pickling vegetables

21. Visit Italy

22. Take a road trip through the South

23. Go to five Ducks home games

24. Cover five songs, write five songs (0/5) & (0/5)

25. Visit the Seven Wonders of Oregon (7/7)

26. Go to DisneyWorld or Disneyland

27. Try 100 craft beers (39/100)

28. Ride in a horse drawn carriage

29. Escape the Room

30. Take a cooking class

31. Support ten different friends fundraisers (4/10)

32. Eat everything listed in the Foodspotting Book (27/75)

33. See a Katy Perry concert together

34. Give out seven micro-loans (3/7)

35. Go through an entire TV series together

36. Make sushi together

37. Read through five books together as a couple (1/5)

38. Go to a Portland Timbers game

39. Visit a production factory

40. Go outdoor rock climbing

41. Join or start a book club

42. Rescue a refugee with LiNK

43. Open an Etsy store

44. Discover seven waterfalls (6/7)

45. Spend a night at three different lakes (2/3)

46. Ride the Oregon Covered Bridges Scenic Bikeway

47. Find fifty geocaches (10/50)

48. Perform random acts of kindness for ten friends (3/10)

49. Host a murder mystery party

50. Get a couples massage

51. Watch movies at five unconventional movie theaters (3/5)

52. Go to five trivia nights (2/5)

53. Visit New Orleans

54. Go two weeks without spending any money

55. Complete a puzzle

56. Go snorkeling

57. Ride a historic railroad

58. Complete a mural together

59. Visit a secret bar or restaurant

60. Visit an aquarium together

61. Hike fifteen different trails in the Pacific Northwest (9/20)

62. Go clubbing

63. Create a cookbook together

64. Refurbish two old pieces of furniture

65. See Matt & Kim live

66. Host ten visitors (8/10)

67. Take a spiritual retreat together

68. Discover four natural swimming holes (3/4)

69. Go to a TEDx Event

70. Make our own ice cream

71. Eat at three iconic food halls or public markets (1/3)

72. Bake an elaborate cake, Ace of Cake status

73. Go to three book signings together (0/3)

74. Watch 20 different films from 20 different countries (5/20)

75. Visit Bend

76. Go to South Africa together

77. See a stand up comedy show

78. Watch a stage musical

79. Visit Thor’s Well

80. Visit an alpaca farm together

81. Go on a safari

82. Go to four different Eugene Emeralds promo nights (4/4)

83. Participate in Vino and Van Gogh

84. Go to a renaissance faire

85. Camp outside on our deck, patio, or backyard

86. Watch a Ducks vs. Gauchos game, any sport

87. Attend MusicFest NW or Bumbershoot

88. Try roasting our own coffee

89. Attend five weddings (2/5)

90. Visit Sisters

91. Host a “Chopped” Dinner

92. Explore the Portland Grotto

93. Go to an improv show together

94. Spend a day boating together

95. Go berry picking on Sauvie Island

96. Hike potato chip rock

97. Go to the Enchanted Forest

98. Go to an EDM concert together

99. Eat at a Brazilian churascarria

100. Host a holiday and invite family

30 REASONS WE SHOULD WORK TOGETHER

01.

I work with people by working with what’s important to them.
Within minutes I can identify a person’s needs, values, and hopes and how I can best be in a position to provide help.

02.

I believe in the power of storytelling. And I get how it works.
A story is a character in pursuit of a goal. In business, the customer is the main character, and a successful company will make itself the obvious means to accomplishing the goal.

03.

I devour books like crazy.
They help me better understand what makes a good story and introduce me to new insights.

04.

I am always willing to learn a new skill.
In the past year I’ve taught myself long-distance running, basic Hindi, and new cooking techniques.

05.

I've taken a photo every single day since the beginning of 2010.
That’s commitment to a project.

06.

I'm a goal-setter. (And finisher.) 
Whether it's 365 photos a year, my bucket list of marriage adventures, or the projects I take on for clients, I take pride in finishing what I start.

07.

If there's one thing I know I can do well, it's write.
I write somewhere in the neighborhood of 10,000 per week, including academic research, marketing copy, and professional communication.

08.

Plus, I wrote a book...
If Not For Second Chances... on Amazon now.

09.

...and a lot of articles.
My articles, press releases, and reviews have been published by newspapers and publications from The Daily Nexus to Relevant Magazine.

10.

Teaching comes natural to me. 
College students, autistic children, public speaking learners, middle schoolers... I've taught such a diverse group of people. I love making new concepts easier to understand.

11.

Failure is a part of my process.
No matter what you do, failure is inevitable, but I don’t gloss past my mistakes. I examine what could be done differently in the future to make sure I learn something.

12.

I bring joy and optimism to the table.
A couple of things severely missing these days. I have an uncanny ability to find what's positive.

13.

Nonprofits are like home base.
I collaborate with dozens of nonprofits each year to provide consulting and support on communications and development. Civic engagement organizations, child services, and disability rights groups included!

14.

I’ve also worked with plenty of businesses.
I’ve helped universities improve their web materials, local businesses build new websites, and new services develop a brand identity

15.

I can do a lot with a little.
Thank my nonprofit experience. Limited budgets, tight schedules, and fast paced work environments aren’t foreign to me, and I embrace opportunities to figure out how to solve problems.

16.

Lots of international experience.
Having been to nearly 40 countries, I can connect with people across cultures and borders.

17.

I've worked on some really complicated issues.
This includes refugee camp advocacy in Thailand, trafficking prevention efforts in London, orphanage work in South Africa, and human rights abuses in North Korea.

18.

Spanish, Italian, and Filipino.
I can chat in three languages, and counting! Didn't Nelson Mandela say something about speaking a person's language going right to his heart?

19.

I love (and know) the USA.
My travel experience isn't just international. I've been to almost every state and appreciate what makes each one unique.

20.

I went on a tour raising awareness of human rights abuses in North Korea.
In 2012 went to churches, universities, and community groups around 14 different states talking to vastly different audiences about how to help. In the end, my teammates and I raised close to $75,000

21.

I love public speaking much more than most people.
I've spoken at churches, taught public speaking courses at universities, and gone on a 15-state speaking tour.

22.

I'm a Duck and a Gaucho.
Some of my most valuable experiences have come from my two Masters Programs from Oregon and my two Bachelors Programs at UCSB. But like Mark Twain, I never let schooling interfere with my education.

23.

Managing multiple projects? I don't mind.
While taking on two Masters degrees, I also supported my family through freelance communication work and teaching undergraduate classes. I developed the skill of taking on multiple projects while doing well.

24.

I helped increase disability rights in Kenya, Mexico, and Vietnam.
Working with Mobility International, U.S.A., I helped solidify a collaborative network between a couple dozen organizations between the U.S.A and those four countries. How's that for team building?

25.

Podcasts. I've made them.
Media is always changing and podcasts are one of the fastest growing mediums. I have experience as the co-host of my own show, Pints & Mics.

26.

I'm more than just social media proficient.
Almost anyone under 30 can claim that. I have nearly a decade of experience of daily or weekly engagement on: Facebook, Twitter, Instagram, Feedly, Yelp, Tumblr, Flickr, Wordpress, WhatsApp, LinkedIn, Google, Goodreads, and more.

27.

Instagram is my jam!
It's my favorite social network (and by no coincidence the least political). If you want a good look at what I can do with a social media platform, check out my posts. I’ve taken my own use of the photo-sharing app to the next level with longer, thoughtful posts, and high user engagement. On a platform where brevity and minimalism are the norm, I stand out by providing substantive content.

28.

I can Adobe.
I know my way around Photoshop, InDesign and other visual editing software. Case in point? Most of the visuals and personal branding you’ll find on this site.

29.

I can bring in an audience.
In its heyday, my personal blog attracted thousands of views each week. My online articles for other publications continue to be shared with thousands of unique engagements.

30.

I'll make it a good experience.
I make sure that everybody I work with is pleased with the results. I combine hard work with a notably positive and upbeat

SERVICES & RATES

AS A STORYTELLER...

I believe strongly in the power of storytelling to motivate people to take action. We see ourselves as characters in pursuit of goals– supporting a family, changing the world, or overcoming personal obstacles. The best brands are the ones that understand our goals and best help us get there.

In a world where putting out information is cheap and free, the quality of our communication matters more and more. Brands that understand storytelling are the ones that draw people.

WHAT GREAT BRANDS DO:

01. They Put Beliefs in the Driver’s Seat

People move towards brands that know they’re making the world a better place. In a world where almost anything can become a controversy overnight, the best brands can clearly communicate their values to customers. Think of Life Is Good, Patagonia, or Trader Joe’s and you’ll find a tremendous amount of buy-in, all thanks to these brands beliefs.

02. The Speak to Our Imagination

You can share statistics all you want, but unless they speak to our deepest desires or fears, they’ll fall flat. As a storyteller, I choose to appeal to hopes, joys, and loyalties, in order to wipe out apathy and make people care.

03. They Focus on their Customer

Many brands have great services, many organizations do great work, but unless they can connect with people through their own personal stories, they'll go unnoticed. Everyone wakes up as the protagonist of their own story, and brands that resonate know how to enter into those stories.

04. They Stand Out as Different

People have options! At any given moment, someone can pull out a phone and immediately find infinite choices of where to eat, where to shop, and what to do. So how are you going to stand out? You need to be unconventional, challenge norms, and meet desires people didn’t know they had.

HOW CAN I HELP YOU STAND OUT?

Developing an Effective Brand Identity

How are you making the world a better place through what you’re doing? Starting with that question, I can work with you and your team to be more than just another option among many. Through ongoing consultations or day-long workshops, I can facilitate the process of identifying your brand’s values, key strengths, and underlying values.

Building a Powerful Web Presence

It takes five seconds -often even less- in order for somebody to decide whether or not you’ve got a brand that has their interest or trust. With those stakes, it’s incredibly important to make sure you have a website that is easy to use, clearly communicates your value to site visitors, and matches your beliefs to their imagination. You can do this! I can help! By reframing your website, evaluating its structure, developing more effective wireframes, and writing better copy, we’ll sharpen its appeal to people who come your way.

Drafting an Effective Email Campaign

Email is the most important tool for driving interaction. For every $1 spent on email, companies see a $38 ROI. Email marketing is extremely cost-effective for smaller budget organizations, and advanced email strategies have been proven to lead to higher rates of engagement. With all that said, it’s important to know what makes an email strategy that actually works.

Crafting Compelling Videos

Going into 2018, attention spans appear shorter than ever and overstimulation is at a peak. Information alone is not effective, nor is empty sentiment. Video is a powerful tool to engage both the head and the heart. As a writer and visual storyteller, my work is primarily in scripting and directing effective marketing videos that people want to see and share. I team up with other video professionals to deliver moving films.

Interested in working together? Please fill out the form below and I’ll respond to you as soon as I possibly can!

IN-PERSON COMMUNICATION

An ever-increasing amount of work and business is done digitally. Technology allows people to accomplish an increasing amount of tasks over screens and signals. Believe it or not, these trends actually make in-person communication all the more powerful. A tangible product display stands out in comparison to an online product description. People will remember an enthusiastic, in-person description of your organization’s work better than they’ll remember the text on your home page. Tours, events, and live presentations can prove to be invaluable opportunities for your brand to stand out from the crowd in a sea of noise.

Public Speaking – $2000, plus travel

I am an experienced and comfortable public speaker who blends personal experience, humor, and unconventional ideas in order to tell stories that relate to audiences’ lives. I’ve spoken at conferences, churches, and universities about the importance of being present, of the challenges of pursuing social justice, or the role of adventure in our lives. See my books and essays to get a sense of topics I can speak about authentically.

Tour/Event Planning – $5000 for up to three events

Includes a timeline, budget, and presentation sequence designed to captivate and connect with your audience. (Approx. 2 months of planning a minimum of 2 months prior to the event)

Script and Materials Writing – $700

Includes 20 minutes worth presentation scripts, sequence of events planning, and materials writing, plus one round of revisions. (Approx. 1 month of working time a minimum of 1 month prior to event)

Speech Writing – $1000

Includes a written script of the speech and one round of training and rehearsal. (Approx. 1 week turnaround a minimum of 2 weeks prior to event)

WRITING & PUBLICITY

Using just the right words in just the right places can get a lot done. A compelling media release, a well crafted annual report, or blog content that strikes a chord with your audience can turn their mild curiosity into a strong desire to take part in what you have to offer. Thankfully, I happen to be a pretty strong wordsmith. I’d love to make sure your written materials leave your audience feeling excited about your brand.

Media Releases – $100

Includes a brand consultation, a 500-750 word media release fitting common practices of journalism standards, a round of revisions, and submissions to three local or relevant media platforms.

Editorial Posts – $80

Need a contributor for an online magazine or publication? I have been published on numerous platforms for thousands of readers including Relevant Magazine and Good Men Project. Includes a submitted article about your product/service or a related issue or topic of your choice.

Materials Writing – $50*

Includes first 300 words and one round of revisions for print materials such as product packaging, brochures, mail campaigns, or annual reports. $20 for each additional 100 words.

Newsletters or Blog Posts – $80

Includes a brand consultation, strategy, a 500-750 word newsletter update or blog post intended for a more informal audience compared to a media release, and a round

STRATEGY & PLANNING

There are countless brands and companies out there that do excellent and important work but don’t get a lot of attention because they aren’t telling stories in a compelling way. I use my skills of storytelling to help organizations present their services in a lively way that intrigues audiences and positions them as the most valuable, most helpful service around.

Materials Audit – $400

Includes a user friendly report of website narrative, page-by-page evaluations, SWOT analysis, and key recommendations. (Approx. 2 week turnaround)

Brand Taglines & Mission Statements – $300

Includes brand consultation, market research, and a list of ten options, plus a round of revisions. (Approx. 1 week turnaround)

Identity Consultation - $800

Includes an hour-long brand consultation, market research, best practices, and a user friendly report with recommendations on how to tell the story of your mission, how to connect with customers, and how to be noticed as unique apart from the competition.

Campaign Strategic Planning - $750

Includes an hour-long brand consultation, market research, a SWOT analysis, a list of campaign phases, campaign budget, action steps, and a project timeline. (Approx. 2 week turnaround)

WEBSITE BUILDING

For many brands, websites are everything. Literally. A significant amount of consumers discover brands and make decisions based on what they see on an organization’s website. This means that when it comes to business, every word and every element of design counts! I’ve built websites for a variety of brands, from nonprofits to personal services to high end businesses. I can help make sure your site is easy to navigate, and that it reflects the quality product or service you have to offer.

Full Website Package – $2500

Includes everything included in the five webpage package but for up to five additional pages, a website announcement email and social media post. (Approx. 2 months turnaround)

5 Webpage Package – $1600

Includes a brand consultation, five pages’ worth of wireframe and web design, writing for all copy on each of these pages, a round of design revisions, and backend access for simple maintenance. (Approx. 1-2 months turnaround)

About Page – $500

Includes a brand consultation, strategic content and format suggestions, 300-400 well-crafted words, and one round of revisions. (Approx. 1 week turnaround)

Sales/Landing Page – $300

Includes a brand consultation, strategic content and format suggestions, 100-300 well-crafted words, and one round of revisions. (Approx. 1 week turnaround)

SOCIAL MEDIA CAMPAIGNS

In recent years, some of the fastest growing companies have seen their products take off as a result of well planned and well executed social media strategies. Social media is more than a technological trend. Successful companies are ones that form relationships with their clients. The ability to stay connected on a daily basis alongside friends and family members offers companies unprecedented opportunities to build relationships. I have a strong familiarity with most major social media platforms and I can help you stand out in this crowded space.

Social Media Strategy – $800

Includes an hour-long consultation where I will help you determine what social media platforms you need to be on, what sort of posts you need to write, and how to best incorporate this into your workflow.

Two Month Editorial Calendar Plan – $1500

Includes a brand consultation, strategy, and a two month schedule for social media posts for a single platform, plus one round of revisions.

Social Media Sequence – $800

Includes a brand consultation, strategy and schedule, ten social media posts on a single platform, and a round of revisions. (Approx. 1 week turnaround)

Email Sequence – $750

Includes a brand consultation, a strategy and schedule, five emails, and a round of revisions. (Approx. 1 week turnaround)