September 2024

THE RUNDOWN

The latest industry trends and news that have Hodgers talking.

Ahead of the presidential election, celebrities and influencers have made (quite possibly) a bigger political splash than ever before. Whether it includes joining the #NationalVoterRegistrationDay movement or explicitly endorsing a candidate – which, for Taylor Swift, means racking up more than 400,000 users to vote.gov from a singular Instagram post, we're reminded that influence matters and those who wield it have the power to spark action and sway opinion (according to 19% of young voters).

Why It Matters

Aside from playing a part in a pivotal moment in U.S. political history, the widespread desire for influencers to take a stand on important issues marks a new chapter for the way people consume media. While you likely won’t see the same mobilization for your local shoe store as the general election, there are nano and micro influencers who bring a targeted audience to the table that is much more likely to actually engage with your brand. If you aren’t using your own version of “influencers,” you might be missing an opportunity. Social media isn’t going anywhere, and it continues to be a powerful source of information, especially in the age of traditional media distrust. 

How to Create a More Influential Strategy

• Find an authentic ambassador. Not every influencer is the right one for you. It’s crucial that you find someone who feels like an authentic representation of your brand and vice versa. Followers will sniff out a forced, paid partnership instantly, and they don’t like feeling bamboozled. Look for a true ambassador – someone who already likes or uses your brand, or someone who already creates content that is somewhat related.
• Make a plan and/or contract. The details of your partnership should be written out and agreed upon beforehand. This serves as a protection for you and the influencer. Include deadlines, types of content, frequency and amount of content, compensation and any other related details. Along with an agreement, it’s great to suggest a few ideas or key messages for influencers to reference as they work. The key word here is suggestion.
• Lean in to their creativity and style. Another big piece of authenticity is letting influencers do what they do best. Whatever content they create should look and feel like something they would normally create, not something that came directly from you. While a contract is helpful in ensuring deliverables hit the mark, it shouldn’t be so rigid and spelled out that influencers have no flexibility. Don’t believe us? In a recent influencer panel held at our third annual HodgesCon, a day of training at The Hodges Partnership, all three local Richmond influencers agreed: “The worst thing you can do is give me a script to read from.” 

CREATIVE HOME RUN

Highlighting a recent project from our Creative Services team.

FastForward, the short-term workforce training program run by Virginia’s Community Colleges, leaned on our Creative Services team to create a refreshed look for event marketing, showing off its diverse range of programs. The team designed 10 banners demonstrating various tracks (health care, electrical, power, etc.), four tabletop banners and new tablecloths. 

INSIDE BASEBALL

Our latest work and happenings.  

Raising a Glass to…

Henry Hill, Jr., a bartender at Hotel Roanoke who won the top prize at the inaugural Virginia Cocktail Games, hosted by the Virginia Spirts Board Marketing Office. Henry’s original cocktail – No Place Like Home – features Virginia-made Cirrus Vodka, Brady’s Prohibition Gin, Rheda’s Longing Mead (Atheling Meadworks) and an amalgamation of juices and flavorings that would be the envy of any Hogwarts Potions master. Henry bested four other bartenders, each representing a different region of the commonwealth. Cheers to you, Henry, and all the finalists. Check out the recap from The Roanoker. Meanwhile, as part of Virginia Spirits Month, the team launched a reformulated, redesigned version of its newsletter, now called “Distiller’s Digest.” Not yet subscribed? Sign up here to stay abreast of Virginia Spirits news.  

For Mercy’s Sake

Mercy Chefs’ crisis team was on the scene at last year’s wildfires in Maui, providing gourmet meals to victims and first responders alike. While it was busy on the ground, our media relations team was busy behind the scenes, coordinating interviews that help raise the nonprofit’s visibility so that it can continue to do its important work. PR Daily recognized our campaign and work as a finalist for the 2024 Nonprofit Communications Awards in the Media Relations category.  

For Mercy’s Sake (redux)

The Virginia Dental Association and its foundation have been conducting the Missions of Mercy project for a quarter-century, providing free dental services to underserved populations in rural areas of the commonwealth. VDA’s leadership opined in The Richmond Times-Dispatch on how the event has transformed lives.  

Keepin’ on Truckin’

The Estes media relations team just keeps on rolling, racking up more than 20 media hits this summer announcing the company’s continued acquisition of Yellow Corp.’s terminals and its revamped employee Million Mile program. You can read one of the features here in Trucking Dive.  

Claim to Fame

We were honored to help celebrate the inaugural class of the Chesterfield Sports Hall of Fame (Denny Hamlin, Lacey Waldrop and Lanny and Bobby Wadkins). Our Creative Services team even helped design the evening’s presentation. WRIC had a preview of the event.  

The Numbers are In 

According to a recent poll from No Kid Hungry, 78% of Virginians are struggling to afford groceries, with 42% reporting at least one sign of food insecurity. The team earned coverage across the state, including WSLS, WFXR, WRIC, WHSV, WWBT, WJHL, WVTF, WRLH and Axios Richmond.  

THE GONG BLOG

Our strategic communications, media relations, public relations and social media experts share their knowledge. 

Google Analytics 4: What you need to know

If you’re new to Google Analytics, or need a refresher, now is a great time to take advantage of this web analytics tool. Read more here.

RVA Industry Events Calendar: October 2024

Each month, we curate networking and educational events happening across the Richmond region. Learn more, and mark your calendars here.

Head over to the #GongBlogTHP to read our latest posts.

TEAMING UP

The podcast where we invite friends to engage with us in conversation on a specific topic in the PR, communications and marketing industry.

Professional Development with Amy Baril

In this episode of Teaming Up, Greg Surber, APR, is joined by Amy Baril to talk about their respective professional development organizations, how the two organizations collaborate in Richmond and the importance these organizations play in the personal and professional development of its members. Surber is the incoming president of PRSA Richmond, and Baril is the current president of AMA Richmond. Listen here.

Bring Your Kid to Work Day with The Hodgettes

In this special bonus episode, we’ve compiled some of the soundbites from our inaugural Bring Your Kid to Work Day. You’ll hear from kiddos between the ages of 2 and 16 talking about their favorite things and taking guesses about what exactly it is their parents do. Listen here.

THE BENCH

The partners we love to collaborate with.

28 Media

Since 2005, 28 Media has been a trusted partner in Richmond for clean, functional, standards-compliant websites. It works with professional service firms, small businesses, nonprofits, startups and agencies across the country – including ours.

For website projects both big and small, we can count on Sharif Ewees and his team to deliver a solid web product that meets all the needs of our clients. Learn more about Sharif and 28 Media here.