I am proud to announce that Hotcakes New Media has been selected to create the new fundraising experience for leading non-profit organization CUSO-VSO’s newest campaign called “Volunteers for the World”. We will be responsible for all branding and visual imagery, website design and implementation, and Artez fundraising customization, with the possibility of extending into additional work with video, social media and traditional advertising. As a multi-faceted project, Hotcakes New Media will have the opportunity to showcase its strength in providing all creative services in-house under one group vision.

About CUSO-VSO

CUSO-VSO is a non-profit development agency that works through volunteers. They are a member of the VSO International Federation.

Each year, they send hundreds of global citizens to work on collaborative development projects in more than 40 countries in Africa, Asia, the Pacific, Latin America, and the Caribbean. They are one of North America’s leading international development organizations that works through volunteers.

CUSO-VSO volunteers work at the crossroads between hope and hardship. They place people of all ages who have the professional experience, hands-on know-how and perspectives needed to work in partnership with organizations working to overcome poverty and disadvantage in more than 40 developing countries.

Creativity for a cause

Hotcakes New Media is honoured to have been selected for this contract and everyone at Hotcakes is excited to begin this incredible project. We are extremely proud to be working with CUSO-VSO to help fight global poverty and lend our creativity and talent to help make the world a better place.

We will be releasing more details in the weeks that follow, and we hope you will join us in getting involved in fundraising for a great cause.

Andy Morris
Creative Mastermind - Hotcakes New Media

There’s a whole flurry of tweets and articles popping up today about Esquire Magazine’s Augmented Reality issue. For background reference, in case you haven’t heard, Esquire has released a print magazine that features visual barcode blocks that can be held in front of webcams. The user runs an application on their computer, and holds up the magazine to view special video-based content. View the details here: http://www.digitaltrends.com/computing/esquires-augmented-reality-issue-hits-newstands/

But that doesn’t make it Augmented Reality (AR). That’s just media tagging. I’m sure there’s some other buzzword out there for this type of interaction, but AR is not it.

This is where all the dismissive article writers are falling short; They are assuming, incorrectly, that AR is about taking something from the real world (the magazine) and extending it into the virtual world (web). See http://www.hanskmeyer.com/archives/86 and http://www.mediabistro.com/agencyspy/opeds/oped_esquires_augmented_reality_misses_the_point_141838.asp for examples of articles that “miss the point”.

AR is about interacting with the virtual world; It’s about making the real world part of the virtual world. Granted, Esquire’s attempt at Augmented Reality is a weak one, as it doesn’t truly involve the person (you interact with the magazine instead), but it is interactive. You can control the video in real-time with your actions. The video is in 3D, and you can tilt and pan across it by moving the magazine in the direction you want the video to move. You can move it in a particular way to activate different sections of the video. That’s the AR part.

And that’s what marks this as a bit of a milestone event: It’s one of the first times an AR interaction has been marketed in a major way, with the intent of generating profit.

I can’t completely fault the article writers though; Esquire is at fault for posting the video.

David Granger is not really demonstrating the real functionality. He just waves the magazine in front of the screen, and when he tries to tilt the magazine, it’s even out of range of the webcam. The video should have clearly demonstrated that the magazine is an extension of the real life reflected video, and that it is a real-time overlay on top of the magazine as you hold it.

I do find it amusing, however, that many articles are saying Esquire should have allowed people to virtually try on articles of clothing in the fashion section. Here is an example of some experimental Augmented Reality art I created in 2007 for Scotiabank’s Nuit Blanche art exhibit in Toronto.

Where do you see Augmented Reality going in the next few years? Is there a market for AR, or is it just a fad? Chime in by posting a comment! And please feel free to share or tweet this article so we can see what others think.

Andy Morris
Hotcakes New Media

Social media or social networking, as a defined marketing term, has only come to prominence in the past year or so. But social media has been around for years, long before the internet was even around. Today I’m going to explain the evolution of social media, and why social media isn’t going anywhere anytime soon.

The BBS

If you’re under 25 years old, you might not have heard of the BBS (Bulletin Board System). I had the distinct pleasure of using BBSs back in the day, with my acoustic coupler 300baud modem. For those who don’t know what that is, it’s a box with two suction cups to wedge a telephone handset into and dial out to other modems. Yes, it was as horrible as it sounds. If you cough, you get disconnected. If you sneeze, you get disconnected. If you breathe too loud, you get disconnected.

Enough nostalgia.

A BBS was, in a crude way, much like a forum or blog is today. Someone would set up their computer to be a BBS with a particular theme, and the number would be published (in local computer magazines, word of mouth, etc). People with a particular interest would dial out to the BBS and could read posts, make comments, contact other users, upload and download files, and more. It was a way of sharing information in a centralized way on a topic of interest to others in the group, much the same way social media works now. The only difference is that computers were not nearly as common as they are today, not nearly as easy to setup, and not nearly as user friendly. The BBS was mostly used by a few elite tech savvy people, and thus the interest groups were generally computer related. Or very nerdy. Either way, it wasn’t very marketable, so it was never picked up as a mainstream advertising platform.

The World Wide Web

Once the ISP scene took over the BBS scene, web pages worked in the same way. Early on in the Internet days, the web was a very different place, full of colourful text and blinking words gone wild. At the time, almost every ISP offered a few MBs of web space, usually accessed as www.yourisp.com/~yourusername . Since everyone had access to the space, anyone technically inclined enough could set up their own webpage. The problem was it was too difficult for most people, and once the web started taking shape with images and interactivity, websites lay stagnant as people were just too lazy to update.

Newsgroups

Because building webpages was too complicated for most, newsgroups were popular early on in the Internet age. Anyone could sign in to any news group and post or read news items, make comments, and share information. It was an evolution of the BBS, and it was arguably used more than building websites because it was easy to use and offered a two way communication. Some companies picked up on this and created newsgroups specifically for information sharing with clients and to offer help or advice. In essence, this was the very beginning of social media as we know it today. It was, however, limited to text only, and as the internet became more graphical, newsgroups fell out of grace.

Forums

The next incarnation of social media was the graphical version of the newsgroup. Forums acted in much the same way as newsgroups did, allowing users to post articles and make comments, but did so with style and flair. Again, companies took notice and began offering support and user forums for their users. More popular forums were advertising hotspots as companies could easily target thousands of users with a specific interest. However, the forum was still fairly anonymous. Sure, you could post an article on a forum, but it was mixed in with hundreds of other posts, and didn’t offer a big enough soapbox for some.

Blogs

The blog was the next evolutionary step in social media, and is really just one step removed from the beast we have today. Blogs offered two things that made it instantly popular across all markets:

1- It allowed for the easy creation of fresh content (that search engines love) and

2- It pandered to people’s ego, allowing anyone and everyone to have a voice.

Let’s face it. Social media wouldn’t be where it is today if it weren’t for people’s egos. That’s really what drives social media; People like to show off, and want to be propped up.

However, the key difference, and the noteworthy identifier that transformed what we have from just the internet into “social media” is the comment. The two-way communication allowed everyone to have a voice. The bloggers have their voice, but the public can chime in too, and vice versa. That’s ultimately what led to the social media we have today. Even Facebook started out as a “look how awesome I am” platform, but quickly realized that two way communication was the next logical step.

Social Media

Social media today is really nothing more than a marketing term to describe the current state of the internet. It is the instant sharing, consumption, and regurgitation of tiny fractions of information. More importantly, it is marketable, and as consumers move away from the one way communication of a webpage, it is the most relevant way for companies to reach a large audience. It is on the cusp of being completely corrupted by unscrupulous marketing vultures who just haven’t found a way to buy their way in… yet.

I can’t say for sure what social media will evolve into, but based on the evolution we have seen so far, I do have several ideas. But I think I’ll save that for another post.

Andy Morris
Hotcakes New Media

If you need help with your brand, Hotcakes New Media can help. Visit our webpage and contact us to find out how we can make you look better.

I’ve recently been contacted about a large contract I am pursuing for Hotcakes New Media. The contract is fairly extensive, and requires branding, video, photography, graphic design, print, web, programming, and custom Artez design for a large non-profit organization. Because of the size of this contract, and the money involved, I’ve been tasked with writing a full proposal to send to the client. Since all other Hotcakes New Media contracts have been under $5000, I hadn’t written any such proposals yet. As I found out, the most difficult part of writing the proposal was deciding how to approach it.

The reason for this is simple: We are not a marketing firm. We are not an ad agency. We are a creative company.

This may seem insignificant to most people, but it has a huge impact on how we conduct our business, and what people should expect from engaging our services. There are a number generic templates ad agencies and marketing firms use to build marketing proposals. They all include the “science” of marketing: SWOT analysis, target audience, focus markets. While we do take all those things into consideration when coming up with creative campaigns, they are not the core focus of our strategy. Our philosophy is simple: We make cool things people want to be a part of. When you follow that approach, you don’t have to worry about other factors. There’s no age limit on liking cool things. And no amount of science will magically get people to be engaged by your campaign.

For our creative proposals, the focus had to move away from the science and focus on the art. We are, after all, artists first and foremost. Our proposal had to reflect that fact, yet show prospective clients that we have the skills to get the job done. The format I created for teh proposal is as follows:

Background
This section describes where the client is currently, where they want to be, and what they are looking for us to do.

Scope
This is the longest part of the proposal. It covers in detail what we intend to do to get the client where they want to be. It does not pitch a specific concept or idea. That comes later in the process. Instead, it details our recommendations on how to approach various aspects of the project. For example, it might talk about how we recommend a website based on Wordpress to allow two-way conversations with the public, and why we thing that is relevant for this particular project. Or it might explain the type of video we are proposing, and how we recommend distributing it. For larger projects, there may be several sub-sections for each specific task we will be recommending.

Schedule
As you can imagine, this is simply our recommended production schedule. If no specific dates have been confirmed with the client, this can be detailed as “week 1 to week 4″ or “day 22 to day 64″. It should encompass every sub-section from the scope, but not be too detailed as to not have the freedom to shuffle things around based on the final creative spec.

Team
This section is not always present in other types of proposals, but is important in the creative proposal. It contains vital information about who will be working on the project, with short bios, and tasks assigned. This helps the client understand where the expertise is coming from, and helps provide insight into our creative backgrounds.

Budget
This section is a fairly straight forward budget proposal. Because the final creative spec has not been set at this point, this is more of a budgetary overview so the client knows where we are focusing our production efforts. That way, the client has the option to say “spend less on the video and put the money into improving the website”. The budget also details what each section includes, for example, the web design section might say “includes all graphic design, setup and installation of required web applications, all html and css, SEO and speed optimizations”. This is vague enough to allow for the funds to be allocated as needed within each section, but provides a detailed enough quote so the client is aware of all the costs. It should also include a contingency of approximately 10% of the budget.

Supporting Information
The supporting information includes links to articles we may have referenced, examples of similar campaigns we are drawing inspiration from, and a portfolio of works to reinforce our ability to successfully complete the project.

As you can see, there are no charts, no intense analysis, and no marketing speak. We make it clear we are not providing a marketing campaign. The client is free to consult with a marketing firm for additional help if they so desire, but the emphasis of our proposal identifies that the proposed campaign should be honest and accessible to everyone.

As of this writing, the creative proposal has been sent to the client, and is awaiting feedback.

Andy Morris
Creative Mastermind – Hotcakes New Media