What is the Difference Between a Multimedia Agency and a Marketing Agency? 

The terms "multimedia agency" and "marketing agency" are often used interchangeably in casual conversation. However, they represent two distinct facets of the marketing industry. When experts use these terms interchangeably to describe their services, it might leave the audience with the impression that both types of agencies are fundamentally similar, as they contribute to promoting businesses and brands. However, while both multimedia agencies and marketing agencies are involved in promoting businesses and brands, they differ in their focus and the services they offer. 

While a multimedia agency specializes in creating multimedia content, a marketing agency focuses on the overall marketing strategy and execution, which may include multimedia elements. Unsuprisingly, some agencies offer both! Before deciding what kind of agency you want to be or work with, let's provide some definitions of both terms and explore their standard capabilities. 

What is a Multimedia Agency?

A multimedia agency is a company that specializes in capturing and producing compelling multimedia content for another brand or organization. Of course, a multimedia agency should have experience with multimedia shoots. These days, most can do more than the standard video and photo shoots, such as live streams or aerial media via unmanned aerial vehicles (UAVs), such as quadcopters or drones.

But these days, a multimedia agency is more than just a company that can handle your photo and video needs; a modern multimedia agency encompasses a broad spectrum of services that cater to diverse media formats. 

The key to understanding multimedia lies in its prefix, "multi," which indicates various media types, similar to the concept of mixed media in art. The mission of most multimedia agencies is to create content that can be disseminated across multiple platforms, including traditional advertising mediums, local and national media outlets, and all digital channels such as social media, television and radio spots, display and device ads, email blasts, and even websites. 

A multimedia agency:

A crucial aspect of a multimedia agency is its ability to deliver professional-quality results across these various media formats. A multimedia agency strives to serve as a one-stop-shop for businesses and individuals looking to create compelling, engaging content that resonates with their target audience across a wide range of media platforms.

What is a marketing agency?

Defining a marketing agency is much more straightforward than defining a multimedia agency. A marketing agency will always put marketing first. They can work with multimedia provided to them, and they typically have a crew of talented graphics and copywriting professionals, as well as strategists and specialists that you might not find at a multimedia agency. 

In addition, a marketing agency:

As you can probably tell, a marketing agency can do much more if it is also a multimedia agency. Likewise, a multimedia agency may find itself at a disadvantage when it comes to a serious, holistic advertising campaign without the insights of a marketing agency. So, what do we call agencies that do both of these on a high level?

What is a marketing multimedia agency? 

A marketing multimedia agency is a full-service multimedia firm that focuses on creating and implementing marketing strategies without the restrictions that the standard marketing agency might have on multimedia content and with more in-depth experience and specialization in executing marketing, branding, and advertising campaigns. Then, you would find in the standard multimedia agency. Unlike traditional marketing agencies that may specialize in one or two forms of media, such as print or television, web development and social media, or advertising and SEO, a marketing multimedia agency leverages a diverse range of media channels to reach and, engage and target any audience effectively. But at the heart of a marketing multimedia agency's services is the ability to craft compelling and cohesive marketing campaigns that utilize multiple forms of media, and one of the key advantages of working with a marketing multimedia agency is its ability to create integrated marketing campaigns that seamlessly blend various media formats. By leveraging the strengths of each media type, a marketing multimedia agency can create campaigns that are impactful and highly effective in driving audience engagement and brand awareness.

What about multimedia marketing?

After defining all three of these agency types, you might ask, "Well, then there must be a multimedia marketing agency out there, right?" And you are right! But if you break the name down, a multimedia marketing agency is just an agency that uses multimedia in marketing. Can you think of any marketing agencies that do not use multimedia? There is certainly room for such specialists, but typically, most clients and their audiences want to take advantage of multimedia content in their marketing campaigns. 

Twothirty Media is an example of a multimedia agency as well as a marketing agency. Marketing multimedia is a specialty in its own right, and providing full-service multimedia marketing services can be challenging. But a marketing multimedia agency needs to encapsulate the best of both worlds. It is a strategic partner for businesses looking to elevate their marketing efforts through the use of diverse and engaging multimedia content in marketing campaigns that are formed by seasoned marketing professionals. No matter what your organization's voice is, a marketing multimedia agency can help your business find it whether your audience is on social media, looking through search engines, on devices, at home listening to streaming music, driving, or at the gym, and put your message in front of them in a way that will delight your audience to see. If you are looking for a marketing agency with deep marketing skills and experts in developing gorgeous campaigns that will make your audience want to do business with you, why don't you reach out?

Marketing for Nonprofits

A robust marketing strategy represents the bedrock of every successful organization. The better your plan, the more people will encounter your brand and engage with your offerings. However, while major corporations tend to have large budgets and marketing teams at their disposal, nonprofits often have fewer resources. Fortunately, it’s possible for nonprofits to successfully spread awareness of their missions, gather donations, and recruit volunteers even on a tight budget. If you want to reach new audiences and fight for a good cause, we’ve collated a few helpful tips below.

Identify your goals

It’s all too easy to jump into the technicalities of your marketing strategy without identifying your goals beforehand. Deciding who you want to reach and what you want to share will help you create a realistic plan that makes the most of your resources. 

If you’re unsure where to start, think about the kinds of people who typically donate to your cause or attend your events. From there, you can think about what channels may be the most effective and appropriate, as well as the type of content your audience would like to consume. For example, an environmental nonprofit must ensure its output resonates with audiences who care deeply about the climate and ensure it uses eco-friendly marketing methods. 

Clearly defining your goals is essential for a successful nonprofit marketing strategy. Take the time to understand the specific audience you want to reach and the key messages you want to convey. By aligning your marketing efforts with your target audience's values and interests, you can create compelling content that resonates with them. This focused approach allows you to optimize your resources and achieve better results.

Spend time on your website

Every nonprofit needs a sleek and professional website where you can list upcoming events, inform people about your mission, and set up a donations page. 

Your website serves as the digital face of your nonprofit organization. It should be visually appealing, user-friendly, and informative. Invest in professional web designers to create an engaging and visually consistent experience for visitors. Use clear and concise language to convey your mission and impact. Include an intuitive donation page that simplifies the process for supporters. Regularly update your website with fresh content, such as blog posts or success stories, to maintain audience engagement.

Don’t ignore social media

Nonprofits sometimes dismiss social media management as an unnecessary luxury. However, nothing could be further from the truth. Posting content and engaging with followers will attract new people to your organization and encourage audiences to put their faith in your work.

Social media platforms are invaluable tools for nonprofits to connect with their audience, amplify their message, and expand their reach. Establish a strong presence on platforms that align with your target audience's preferences. Share compelling stories, photos, and videos that showcase the impact of your work. Engage with your followers by responding to comments, addressing queries, and showing gratitude. Collaborate with influencers or partner organizations to widen your reach. 

Use a variety of marketing channels

If you find a marketing channel that drives results, it’s tempting to focus all your attention on that channel. However, every successful marketing strategy requires a healthy mix of methods, including online ads, print media, social media content, email blasts, website content like blogs, and more. Diversifying your approach is crucial. 

You may need to experiment with different marketing channels and techniques to find the right mix for your nonprofit. Online ads can help you target specific audiences, while print media can reach those who prefer offline content. Email marketing enables personalized communication with your supporters while blogging on your website establishes thought leadership. Keep abreast of emerging trends and adapt your strategies accordingly.

Track your performance

Tracking key metrics using programs such as Google Analytics will reveal which marketing methods are successful and which require tweaking. 

Tracking key performance metrics is vital to assess the effectiveness of your marketing efforts. Tools like Google Analytics provide valuable insights into website traffic, conversions, and user behavior. Monitor engagement rates, click-through rates, and conversion rates for different marketing channels. Identify patterns and trends to understand what strategies are working and where adjustments are needed. Use this data to optimize your campaigns, allocate resources wisely, and improve overall performance. For example, if one of your paid ads draws high conversion rates and another performs poorly, you can use this information to improve future ads.

Seek assistance through partnerships

If your nonprofit lacks the internal resources or expertise to execute a comprehensive marketing strategy, consider collaborating with external partners or volunteers. Seek out strategic partnerships with other organizations or businesses that share similar values. By leveraging the strengths and resources of others, you can amplify your marketing efforts without stretching your budget.

Need marketing assistance? Look no further than Twothirty Media!

Remember, effective nonprofit marketing is an ongoing process that requires continuous evaluation and adaptation. Stay informed about the latest trends and strategies in the nonprofit sector. Embrace creativity and storytelling to capture the attention and hearts of your audience. By implementing these tips and exploring new opportunities, your nonprofit can maximize its impact and achieve its mission, even with limited resources.

Are you looking to supercharge your nonprofit marketing efforts without hiring new in-house staff? Get in touch with Twothirty Media today! Our marketing agency in Pittsburgh is ready to help, and our specialty is filling in the gaps in your capabilities. We cover all aspects of marketing, from brand and reputation management to search engine optimization (SEO) and web design. We’re here to listen to your marketing needs and create a long-term strategy that works.  

10 Digital Solutions to Common Problems Faced by Museums

Museums, historical and heritage sites, and other nonprofit or not-for-profit attractions face unique challenges that for-profit attractions often do not. It isn't uncommon for the staff at a nonprofit attraction to have to wear several hats. Sometimes an attraction might have a limited supply of funding, or human resources, or both! How does an organization solve the challenges of engagement - donor retention, getting the word out, making your resources work for you - under budget and on time? At Twothirty Media, we are all too aware of the challenges you face. The answer is this – you must embrace technology. Tools and services that digitize and automate your work are available, but you need to learn about them first. This may mean changing or updating your operations. In this article, we recommend tools and services that help an organization empower its staff.

1.) Digitize Your Collections

Did you know that larger museums typically only display 5% of their collections? It often comes down to space limitations or concerns about preservation; it's just not feasible to have every item 'out' in an exhibit. In the past, museums would photograph and create books of their more popular pieces or constantly cycle collections into public displays. But 'unviewed’ (or ‘unviewable)' items do not generate support or returns from the general public. In many cases, things that are important to preserve but too delicate to show are sitting in a drawer in the archives, quietly taking museum resources. Digitizing your collections allows visitors to see current collections during off hours or if they cannot access the space, and allows them to see items that are not currently on display for space or conservation concerns.

The digitization process requires two things: a way to document the item (photography, scanning, etc.) and a way to display them to visitors. There are many options for integrating a digital exhibit into your website, but we always suggest that clients choose an option they will be comfortable maintaining themselves.  

Historical sites and non-museum attractions can benefit from digitization as well! The public now has easier access to augmented reality than ever, using their smartphone cameras and a WiFi connection to view notations on real-world items over a digital overlay. At home, you can provide your users with 3D tours of select attractions and facilities, giving users a taste of what you offer virtually, or offering a way for users to explore experiences that are currently closed for maintenance or the season.

2.) Automate Membership Renewals

Convenience for your members and your processing team – automating the membership renewal process lets you cut down on emailed and mailed reminders and renewal solicitations to a minimum. This helps to preserve member communications about news they are interested in, like new exhibits and events.

But your automation can continue beyond renewals. You can send automated reminders to registered attendees about events, automate review requests, make tour reminders with schedules, donation requests, and more. In the hands of a trained marketer, automation tools can feel like superpowers! If you or your staff spend a lot of time responding to similar questions over the phone or email, manually managing a database, sending outreach messages, or offering live chat support, then  automation tools could help you save considerable time.

We can almost always recommend an automation tool that will integrate into your current processes. The trick is finding the right ones! We talk more about how automation can help your business or organization on our Business Solutions page.

3.) Integrate Ticketing into Your Web Presence

Every nonprofit attraction has unique ticketing needs. Changing exhibits, seasonal events, classes, reenactments, or presentations have their requirements, such as age, group size, and tour duration. Many attractions want to offer memberships and coupons, and indoor venues have to worry about syncing ticket capacity between online and at-the-door sales.

Digitizing your ticketing process eases your life by allowing flexibility for visitors and workers. You can control things like scheduling tour times, limiting event headcounts, and making your visitors' ticketing process as painless as possible. It also allows you to automate receipts, reminders, and payment processing.

The problem is that – well, every nonprofit attraction has unique ticketing needs. There is no one-size-fits-all solution. Just like with automation, you may need to consult with an expert who has a better understanding of the lay of the land before charting your own ticketing solution. If you want help setting up a new ticketing solution or think you could use some automation to alleviate your daily routine, reach out and talk to us about it.

4.) Make Donations Easier

While visitors are the lifeblood of nonprofit attractions, they often overlap with your donors. Some sites allow visitors to 'pay' for their visit with donations. Many museums can run because of a network of donors that want to support the preservation or cultural aspects of the organization. Making the donation process as smooth as possible is common sense; after all, happy users make purchases. So having the whole process – from first communication to charitable bequests - be painlessly digital allows for that donor relationship to be tracked, maintained, and built upon with minimal effort.

The benefit of this goes beyond increasing the availability of your donation forms. Electronic forms can be made to collect information about your user's habits on your website to improve their experience the next time or enroll them into your email marketing campaigns, ensuring your donors return as visitors!   

5.) Automate Your Emails

That brings us back to automation! The king of all digital communications, email marketing is a very influential tool for interacting with engaged visitors and donors. Email automation is perfect for the following:

  1. Segmenting your email list to help personalize a person's experience
  2. Quantifying the level of engagement a person has with your organization
  3. Marketing directly to people who have already self-qualified themselves as leads
  4. Developing buy-in interest for specific events
  5. Spreading the word about opportunities or news with email advertising

6.) Expand Events and Fundraising to Online Experiences

If we have learned anything from the post-2020 world, it is that there may be a growing community of supporters who may never want to attend a physical event. This is a chunk of potential visitors and donors you would normally engage with, but you may be missing out on. Having an online event allows for more personal experiences for patrons like interactive courses, presentations, summer camps, etc. Here is a fantastic article by the American Alliance of Museums that outlines a way to take your events online: How Museums Can Generate Revenue Through Digital Content and Virtual Experiences

7.) Make Your WiFi Access Work For You

If you have a venue that gets a lot of foot traffic, your visitors will likely use their phones in your building. Increasingly, interactive exhibits include everything from QR codes to augmented reality to provide guests with an interactive experience. If your attraction needs to upgrade to an interactive experience, or just suffers from cellular signal dead zones, you may already offer free WiFi to your guests.

But does the cost of the WiFi routers and service have to be shouldered by you without any returns? Many organizations have chosen to provide WiFi access to users while also accepting the user's email or phone numbers and asking them to opt-into discount offers or event alerts via text or email. These offers should be very up-front about frequency and content and never betray the customers' trust. By having the user opt-in while they are signing into WiFi or in an email immediately after their trip, you enjoy the benefit of catching them while the enjoyment of their experience is fresh; it is more likely that they will agree that they want to come again.

Having a list of users who have opted-in to hearing from you is great, but you need to think about more than capturing that list. Do you have software in place to make sure you are following your users’ antispam regulations? You will need to provide meaningful content on a fairly regular basis, so it’s a good idea to have an email marketing plan in place before you begin.

8.) Reach Potential Patrons Socially

People are social by nature - they want to share something to enjoy and take part in with their community. This is why colleagues love to share photos of their trips or new experiences. As a nonprofit attraction, you can successfully use social platforms and tools to engage with your potential audience!

  1. Reviews: Much like someone will review a good restaurant; reviews are a great way to show your message and quality. You can harness the power of good reviews by soliciting your happy customers to share their thoughts on Google, Facebook, or your website, but once again, the savviest marketers use automation.
  2. Social Profiles: Having a profile on every social media platform is helpful for SEO backlinks and google ranking, but it's also a free way to engage your audience and get the news out to potential visitors.
  3. Claim Your Listing: Claiming and controlling any online listing for your organization is essential to keeping misinformation at bay. Claiming your Google Business Listing gives you access to a treasure trove of tools to promote, advertise, and curate the image of your museum, but that's just the start.

Being proactive about your listings and reviews is the best way to make a good first impression on a digital audience. Like physical therapy, listings and reviews management is preventative medicine for your organization. Believe me, this is work you do not want to do have to do in a rush. Especially without the right tools! You may not even know how many listings and review sites your organization is on, let alone how to get on them. We help organizations take control of their online presence and then help them develop a plan to tend to it early and often. If this sounds like something you might need, reach out today and ask for a listings consultation.

9.) Bring Your Giftshop Online

In the past, a visit to a museum was only complete with a trip through the gift shop. Choosing a souvenir after a visit to an art, history, or cultural museum is one of childhood's joys. So why is an online gift shop so important to museums today? Simply put, it's an additional way to engage your visitors, support your exhibitors, and save time! In many cases, it is possible to store and ship items from a third-party location instead of housing everything in the space of the museum store.

Many website platforms come with some e-commerce capabilities. If you are acquainted with WordPress, you may already be familiar with the very popular and effective WooCommerce plugin. However, some museums have decided to host their stores on a separate server altogether, such as Shopify.

In 2021 we helped our friends at the Fallingwater Museum Store optimize their Shopify store, aligning it with the Fallingwater brand and enabling staff to emphasize the season's featured products easily. The Fallingwater Museum Store chose Shopify – the Shopify platform is fast and secure and can be updated independently from Fallingwater's WordPress installation. This "split basket" approach simplified the optimization process because we never had to get on the WordPress site at all. Managing store inventory is simple and isolated from other online content processes. This might not be the right solution for everyone, but it was suitable for Fallingwater. If you need help finding what suits you, feel free to reach out!

10.) Leverage Your Organizations Status for Help With Google Ads

Ads can be an important outreach tool for any business, and nonprofit attractions are no exception to the rule. But with a the tight budget, how do you effectively get the word out to potential visitors through paid advertising? Google recognizes these needs and has provided a tool to help organizations like yours get up to $10,000 per month of free search ads each month via Google Ad Grants. These grants are available for entities considered nonprofit, or not-for-profit, as many museums are. Applying is pretty simple, but getting the most out of your Google Ads experience can take time and effort. There are many restrictions on what you can and cannot advertise. An agency with experience in the Google Ads Grant process is beneficial to guide you through the process and make the most of your ad budget.

I hope this helps get you started down the road with a few ideas of how you can solve a few of your nonprofit attractions' problems. As you can see, you can do much on your own. However, your time is limited, and if you work at a nonprofit, always at a premium. You may need some help setting up a marketing plan that lets you take hold of each of these problems in a more manageable way. If so, or if you have questions about anything in this guide, feel free to schedule a 15-minute consultation with us!

We're looking forward to helping you solve your marketing problems!