How to Use Images to Market Your Branch
Images typically get more attention than text does online and on print pages, and they engage people more on social media. In a world where people scan more than they read, good images can stop people in their tracks and help tell a story.
Why are images important for my branch?
Within seconds of visiting your website or reading your brochure a potential member will draw a conclusion about you. Is it the conclusion you want them to draw? Help shape that conclusion by investing time in shooting, editing, and choosing quality images for your branch website and publications.
These are both photos of AAUW National Convention events from 2013. Which event are you more compelled to attend? Why? What’s missing from both photos? (HINT: See step one below!)
What can you do with your images?
Showcase them on your website, Facebook page, brochures, posters … you name it. Good images make people excited about joining your events or groups. Before you print any images, make sure you’re following best practices for attribution and high-quality resolution.
What makes a compelling marketing image?
Here are some DO’s for taking a good photo of your event:
1. Branding is everything!
If no one can tell what type of event it is or who is hosting it then it’s probably not the best photo to select. Make sure the AAUW name is clearly visible by staging your photo in front of event signage. Is it a research launch? Then have everyone hold up a copy of the report! Are people wearing AAUW logo shirts? Here are some excellent examples of well-branded photos.
2. Avoid backlighting.
The view outside the window might be nice, but it won’t come through in a photo. (Hint: Have the photographer stand with her back to the window.)
3. Take photos from different angles and distances.
Often you can’t capture the whole story from one perspective. Take the photo from different angles — closer and farther away; lower to the floor and higher up on a chair, stairs, or ladder. Then pick your favorite. One great image is better than a dozen mediocre ones. (Hint: Collages and slideshows are fun but often they’re too busy for marketing materials, which you want to look clean and straightforward.)
4. Capture facial expressions and actions.
Instead of having your subject pose, let them continue with their conversation, speech, or activity and then snap several candid shots. (Hint: You might have to direct your subjects not to look at the camera.)
5. Take the same picture several times.
To capture the right moment, we recommend you take several photos in a row. (Hint: It can take a professional photographer 1,000 shots to get one perfect image.)
6. Remember that you’re not only documenting the event, you’re selling it too.
You don’t have to capture every attendee every time. A couple group or overall shots might be nice to have, but when you’re selling the event and your branch, look for the images that really tell the story. (Hint: Most pros consider only 1.5 percent of their photos “keepers”.)
How do I find quality (and free) images online?
When finding free images online, it’s important to understand that just because images are readily available on search engines, partner organization sites, and news sites doesn’t mean they’re available for use on your site — even with attribution. They’re most likely covered by copyright, so you would need permission from the owner or need to buy them (see numbers 3 and 5 below). Well, you might ask, How do I use images on blogs, social media, and websites without breaking copyright or spending lots of money?
There are plenty of places you can find free and legal images to use on your AAUW website and social media. In this post, we’ll cover some DO’s to help you find and use free images for your online content. And check out the captioned photos for examples of correct attribution.
1. DO use AAUW national social media albums.
You can turn to our Facebook, Twitter, Flickr, Pinterest, and other social media platforms and scroll through the albums. We just ask that you attribute the images to us and link to the page you found them on. (Hint: Our images cover the gamut of AAUW issues and activities.)
2. DO read creative-commons licenses.
There are several sites, including Wikimedia Commons, Flickr Creative Commons, and the Library of Congress, where millions of images are available to the public and use is covered under the concept of “public domain,” but each site can have different restrictions. Make sure you read the page for information like how you should attribute the image or if you can edit it. (Hint: When searching for images, start with specific search terms and then go broader.)
3. DO ask for and receive permission.
If you ever find an image you’d like to use but you don’t see any guidelines about use, or if you see that it’s copyrighted, e-mail or call the person or organization in possession of the image and ask. Be explicit about your plans for the photo and mention that it’s not for profit. (Hint: You’ll have more luck with individuals and nonprofits than with news organizations and wires or professional photographers.)
4. DO attribute everything.
“Better safe than sorry” is our mantra, but we also believe that photographers and their organizations deserve credit for their work. Be sure to list the photographer and organization, and include a link whenever you can. (Hint: Put the attribution in the caption.)
5. DO use stock images when there’s nothing else.
Sometimes you just don’t have the right image to accompany your message, so stock photography can help. Here are some cheap or free stock photo sites for you to explore:
- Check this list for more.
(Hint: Stock photos tend to be generic, so make sure your site stands out with these tips.)
Remember, every photo that you post or print contributes to the impression others will get of your branch and AAUW. Keep potential new members and other audiences in mind when you choose your photos so that you can be deliberate about your brand. Photography is a skill, so it might take some practice to start capturing good photos.
If you’re still having trouble getting the right image, a good resource might be your local community college or university for students who are looking to build a portfolio and can work your event. (Hint: If you can, offer them compensation, because photography is an expensive hobby and a valuable skill.)
How do I use the images I find on my Site Resources website?
You should always check that the images you use are in an acceptable format for your website. This means that after finding an image based on the tips in this article, you must check these four things: file type, size, resolution, and file name. (Note: This guide was written specifically for use with a Site Resources website but contains good rules to follow for any website.)
1. File type
Your website should contain only these types of images:
- JPEG (.jpg) images are preferred for photographs
- PNG (.png) images are preferred for logos and images with large color blocks
If the images you have are in a different format, see if you can get them in a JPEG or PNG version, or check if it’s easy to convert the image into one of those file types.
2. Image size
You want to choose images that will fill the space of your website’s content well without being pixelated. But if your image file is too large, the page will take longer to load, particularly on mobile devices or devices with a poor connection. On Site Resources websites, we recommend the following dimensions:
- Header images: 960 pixels wide by 250 pixels tall
- Web page images: 700–750 pixels wide by 300–500 pixels tall
WordPress (the platform that Site Resources websites use) will automatically create a medium (300 pixels wide) and thumbnail-sized (150 pixels wide) copy when you upload an image to your site.
(Hint: To find the image size on your PC, open the folder that contains your photo file. Right click on the file name and select Properties. Under the Details tab, look to Dimensions, which are measured in pixels. On a Mac, open your photo file in Preview, select Tools from the top menu bar, and select Adjust Size. In the window that pops up, you should see the width and height, as well as the resolution.)
Print-quality images are not the same as web-quality images. Read more about selecting images for print.
Just like for image size, selecting resolution is a balancing act between quality and loading time. Websites don’t require the highest resolution images to still be quality. A good rule to follow is to set your image resolution to 72 dpi (dots per inch — check out this resource for how to find the dpi of your photos). Use this tool to quickly change your image size and resolution (for web images, select Medium Quality.)
Never use a fuzzy, copyrighted, or too-small image again with these tips!
AAUW Site Resources can help you streamline your website and attract new members.
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