Just a Dream: The End of the One Million Dollar Campaign
by Candice P. Cendaña

      Some campaigns end for a host of reasons; this particular campaign ended because of one—leaders were unwilling to change.  They were unwilling to explore different types of advertising, they were unwilling to explore different types of media, and they were unwilling to get out of their comfort zone.  This organization is in the same place they were before–without a campaign and without one million dollars.  They don’t have a plan and they stopped using their voice.  They didn’t realize that reaching for one million dollars meant opening their doors and becoming vulnerable to the public.  They didn’t realize that nothing can improve or evolve if they are unwilling to change.

Community members noticed the end of the campaign as soon as it was called off.  All communications stopped—e-mails, posts on social accounts, and general news distribution stopped altogether.  I still find myself explaining to people why they witnessed a screeching halt to the campaign, and it’s challenging to face those who are disheartened.  The truth is, there is no growth where there is no change.  The moment you decide you want to grow, you also have to be willing to change and take risks.  You will never reach one million dollars if you’re unwilling to open your doors to the community.  Your one million dollars lies within your community.

Every organization has a story, and every cause has sentiment attached.  This is how non-profits make money—you have to be willing to tell your story.  The stories have to come first because they communicate the core values of your organization.  Whether you’re selling luxury vehicles or raising money for a cause, your core values have to speak through your brand and your message must be communicated through your marketing and advertising.  Very few entities will write a check for one million dollars without knowing or seeing the importance of an organization.  Tell your story and the campaign will sell itself.

Community is the most important part of a campaign—they’re your cheerleaders, your supporters and your number one fans.  Ever notice what happens when an organization stops communication with customers?  People start complaining and start demanding answers.  Your community can make you or break you; people want their story told and they want direct contact with you.  When you make an exit, be sure to uphold the organization’s values and leave with a strong statement.  The worst thing to do at the end of a campaign is to leave abruptly and unannounced.

As someone who was very passionate about this cause, it was difficult to see the campaign come to an end. As outlined in parts of one and two of this installment, time, energy, sweat and tears were invested in planning and executing projects; walking away from something you created is never easy.  However, it’s always important to take a step back and realize when you’re spinning your wheels—you could have the perfect campaign strategy, but your efforts are useless if you have your hands tied.  Recognize when one million dollars is feasible, or when it’s just a dream.

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Image source.

See the post on Talklaunch here.

About Talklaunch: Talklaunch creates meaningful narratives for brands. Whether it’s sales and marketing or advertising and PR, we take pride in delivering a personal experience to clients and consumers alike. There is a human behind every keyboard; we appeal to their noblest qualities. Talklaunch commands excellence. We deliver kindness, authenticity and results.

Four Ways to Find The Voice
Part 2 of The One Million Dollar Campaign
by Candice P. Cendaña

Finding the voice of your social media presence can be challenging.  From a community perspective, I cringe when I see cause campaigns, charity accounts that don’t quite represent the cause as they should.  From a professional perspective, I often hear from companies who can’t find the voice and aren’t seeing the return on investment (ROI).  You can gain a better understanding of your community’s expectations if you just take time to listen.  We often hear, “It’s not what you said, it’s how you said it.”  With social media you have to take it one step further—it’s not just what you say and how you say it, it has to be what your community wants to hear.

You can be the best at content development, but both you and your audience can become frustrated if you’re not communicating with an appropriate voice.  e.g. “Support our cause! [Link]” versus, “See how you can help and support our cause here: [Link]” – major difference in voice there.  Here are four ways to find the voice of your campaign:

1. Monitor conversations.  Ah, the brilliance of new media.  With monitoring tools such as Radian6, Meltwater and Nimble, you can monitor conversations, analyze top influencers and understand how the gears turn within your community.  Focus on how people use your content in conversations, and notice their reach in conversations—there could be someone very valuable on the other end of that conversation.  Take time to connect and get to know these people.

2. Ask for direct feedback.  Sometimes it’s really just as simple as asking.  For this particular campaign, I posted on a Facebook wall, “Athletes: what should we do to advertise and improve your experience next year?  Supporters: What would you want to see if you were a stranger to our cause?”  Within 30-minutes there were over 90 responses.  Your audience wants to be heard.  Plenty of people would come and sit in your office if given the opportunity.  You can solve problems and build relationships by simply asking in an open forum.

3. Spend time with your leaders.  Leaders of your organization might have a better understanding of the voice if they’ve been around longer than you have.  Also, it’s not as simple as surveying management – leaders in your community could be physicians involved, volunteers, administration, etc.  Most often you can ask a member of the community and they’ll tell you who you should consult.

4. Spend time with beneficiaries.  Speak face-to-face with those who directly benefit from your campaign—children, veterans, victims, etc.  Pay attention to what they communicate and how they communicate to you.  They rely on you to deliver their message through the campaign.  When you structure your ideas and develop content, think of how beneficiaries would communicate their needs.  Put yourself in their shoes and think about what you would want the public to hear.

It’s easy to get carried away in a campaign, especially if you’re passionate about the cause.  Before you enforce a voice with your own beliefs and desires, think about who you’re helping.  Think of how leaders and community members would want the campaign to sound; think about what you’d want to hear if you were a complete stranger to campaign.  The voice should reflect the strengths and needs of your community.  Everyone wants to be heard – find the voice in their strengths and needs.

Next week: Why The One Million Dollar Campaign didn’t make it.

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Image source.

See the post on Talklaunch here.

About Talklaunch: Talklaunch creates meaningful narratives for brands. Whether it’s sales and marketing or advertising and PR, we take pride in delivering a personal experience to clients and consumers alike. There is a human behind every keyboard; we appeal to their noblest qualities. Talklaunch commands excellence. We deliver kindness, authenticity and results.

The One Million Dollar Campaign with $0 Invested
Part 1: Five people you need at your fundraiser.
by Candice P. Cendaña

“Alone we can do so little; together we can do so much.”

- Helen Keller

      I will probably never forget the time I was asked to raise $1 million dollars for a cause campaign. The figure made my mind go wild with endless possibilities for advertisements, video production and promotional event; this mental rush happened as I was still sitting in front of the executive management team.  When asked what kind of budget I had to work with, the team looked at each other, then looked towards me and explained, “Well, you see… that’s the thing.  We don’t have a budget.  We’d need you to fundraise for any creative projects you plan.”

Not this again.

I was disappointed to hear this, but eager to strategize different ways to raise funds.  Mind you, fundraising is a project in itself just to raise funds for the bigger picture—it’s just as labor intensive, but with a much quicker turnaround time.  Can it be done?  Of course; but you have to be extremely creative in your approach and your pitch.  For this reason, there are five people you need to have at fundraisers:

1. Your campaign focus.  Your bread and butter.  Who are you representing?  Children, widows, veterans, the elderly—those directly benefiting from your cause need to be present at the fundraiser.  The community needs to see them, sponsors need to see them, and potential sponsors want to see them before writing checks.  If you have media attending, journalists, photojournalists, and reporters, they most definitely need to see the beneficiaries.

2. Community members.  Community support is important for the fundraiser, most importantly because many are brand ambassadors.  You know who these people are—they’re the folks who show up to every event, they make their presence known, and proudly wear the cause on their sleeve.  They are parents, children, spouses, neighbors, etc. – those who might not benefit directly from the cause, but those know someone who has.  These brand ambassadors make your cause “a big deal” and they play a bigger role through the span of the campaign.

3. Prospective [corporate] sponsors.  A fundraising event is an important part of your pitch—when a potential sponsors attends your event, they’re gauging if and how much they want to donate to your cause.  Make these people feel important—everyone is important, but treat these folks like VIP.  They’re coming with checkbooks in tow and they’re waiting to be inspired.  Inspire them and take this opportunity to show them the great cause they’re getting involved in.

4. Existing sponsors.  It’s important for your community to see your existing sponsors, especially if they have big names behind them e.g. Ford Motor Company, Kaiser, GE, Yahoo!, etc.  It’s important for your community to know these sponsors, and it’s important for potential sponsors to know who they’re getting in the boat with.  Why?  Because of pride.  i.e. “Well, if Ford Motor Company invested in this charity, then I should, too. I’m a big deal, too.”  They get their company name in with the big dogs and you get a donation towards your campaign.

5. Representation from your cause, other than yourself.  People want to know who they’re working with!  The community wants to see who manages the cause; sponsors want to mingle with leadership they already know; and potential sponsors want to know who’s cashing their checks.  Have at least one other person with you at fundraising events—it’s just the polite thing to do when you’re asking for money.  Guests attending your event are taking time out of their day to support the cause; try to have as many members of the head office present.

Fundraising is a lot of work and strategy, but when you have the right people to support the cause and sing your song, the event will surely “pay off.”  The most rewarding part of a fundraiser is building your community and watching the support grow stronger—there is a stronger voice in numbers.  Stay tuned for the next installment of The One Million Dollar Campaign with $0 Invested: [Part 2] Finding the Voice.

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Image source.

See the post on Talklaunch here.

About Talklaunch: Talklaunch creates meaningful narratives for brands. Whether it’s sales and marketing or advertising and PR, we take pride in delivering a personal experience to clients and consumers alike. There is a human behind every keyboard; we appeal to their noblest qualities. Talklaunch commands excellence. We deliver kindness, authenticity and results.

A campaign is a tremendous amount of work and dedication; a campaign manager expects to empty the tool box and drive the campaign from here to Jupiter. I’ve come across several organizations that thought they were ready for a campaign, and then decide to defer the project after weeks of deliberation. I used to be one who would fight for the campaign until I realized, “Why am I spinning my wheels?” There are signs and red flags you can recognize before getting too far into planning—here are three red flags that make me put the car in reverse:

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Image source

See the post on Talklaunch here.

About Talklaunch: Talklaunch creates meaningful narratives for brands. Whether it’s sales and marketing or advertising and PR, we take pride in delivering a personal experience to clients and consumers alike. There is a human behind every keyboard; we appeal to their noblest qualities. Talklaunch commands excellence. We deliver kindness, authenticity and results.

FROM THE DESK OF TYRESE GIBSON:

Dear Fans, Supporters, Blogs, Radio, Media and Online Press…

Thank you for accepting my “OPEN INVITATION” to you. My everything was put into this album.  It was you who inspired me to get back in the studio and do it again.  2011 has been the best year of my life in all aspects of my career.  My films, “Transformers DOTM” and “Fast Five,” have both now grossed well over $1.7 billion worldwide.  Also, I can’t tell you how much it means to me that you all went out to support my motivational/inspirational memoir and now New York Times Best Selling Book, “How to Get Out of Your Own Way,” and many other great things over the last few years. The man above has been expanding my territories into many different amazing things. But rest assured that my FIRST and ONLY LOVE is STILL MUSIC.  Five years ago, I called myself turning’ my back on the music.  I prayed on it, and God whispered “try one more time.”   I was obedient and now I’m celebrating the first #1 album and first #1 single of my career with “Stay” on Billboard!  Both have been #1 for two weeks in a row!  So, here’s my sincere salute and thank you for the energy and support over all these years.

Respectfully,

Tyrese Gibson
President and CEO of Voltron Recordz

Over 3 million hits in over 24 hours — Tyrese Presents The Making Of “Open Invitation”:  http://j.mp/s0iEqP

THANK YOU!!!  This would NOT be possible without you:

• Tyrese’s most recent press release:  http://j.mp/trUA0r

• “Open Invitation” can be downloaded WORLDWIDE on iTunes here:

Explicit:  http://j.mp/sXKOot

Clean:  http://j.mp/w4JuuG

• STAY:  http://j.mp/tbnhnm

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Image source

I touched on this topic in my first article, 5 Practices of Effective Community Managers—community managers balance strategy and community managers create change: “the most important community is the community within.”  How often are you given creative freedom in your work?  I am very fortunate to have the opportunity to work with a brilliant mind, someone who lives and breathes the industry he dominates.  I am a client media advisor for his organization, and last week he sent an e-mail to the team requesting change in 12 initiatives, Subject: “What can you do to help…Need Ya and You Need Ya;” The message was profound, and powerful.  This e-mail was followed by the weekly editorial call where he proceeded to expand on his thoughts; in the closing statement he said:

“Someday it will be you leading this team.  Someday you’re going to have to figure out how to make it all work.  Start here and start now.  Lead here; I’m here to listen to you.  Someday I hope to close shop and go work for all of you.”  

Therein lies the difference between management and leadership—leadership means asking your team to lead projects with their expertise.  Seems like a simple concept, yes, but how often have you come across this type of leadership, and how often do you pursue this opportunity with full force?  I ask this because I had to wrestle with the idea.
I wasn’t accustomed to this kind of freedom prior to working for this organization.  Yes, I’ve led campaigns and independent projects, but always under a microscope.  I was suffocated in past experiences; so much so, I hung my towel to dry for a while.  I did not want to do it anymore.  I was overworked and underappreciated, and quite frankly I was tired of putting forth so much effort into projects, causes I believed in, only to be ridiculed or unsupported.  My career is where it is today only because I finally reached a moment of truth—I refused to work under the same conditions and I demanded more for my career.  Now I choose to work for only the best, and only with the best clients.  To have this type of opportunity, creative freedom, with this particular organization means the world to me, and I say that with heartfelt sentiment and sincerity.  In return I planned to create change with the following objectives:

1. I demanded change in myself.  Get in the boat and row!  Sometimes direct mentorship is all it takes to get rowing. Wherever you think you need mentorship, ask for help.  Ask for help, ask for reinforcement, or ask for support; whether that be from colleagues, other professionals in your network, friends, or family.

2. I directly outlined areas where I know I can be effective and create change. There are specific areas where I know I can create change with my strengths: community management and campaign development.  I mapped areas where I can help and I am proposing ideas for next year.

3. I contacted professionals who can create change in other areas.  I don’t know anything about video production or mobile web development.  I do, however, know very talented professionals who can help in said areas.  If you know professionals in other fields, create opportunity!  The beauty of networking is the ability to create change and to create opportunity.

I encourage you to ask yourself similar questions:

• How can you change today to create change in your line of work?  

• If you’re a leader, how are you leading your team?  

• If you’re part of a team, how are you helping your leader?

Leadership goes both ways—managers lead team members out of the darkness, and team members help leaders become better.  What you do today will determine where you end up tomorrow, a week from now and six months from now; where do you want to be and how do you plan to get there?  Start by leading yourself.  If you want change, create it.  If you want to be a manager, start managing.  If you want to be a leader, start leading.  Stop waiting to be told when and how and just make it happen; whatever “it” means for you.  Make the most of your resources right now and make “it” count.  Ask yourself, “What’s stopping me from leading?”  Then get out of your own way.

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Image Source

See the post on Talklaunch here.

About Talklaunch: Talklaunch creates meaningful narratives for brands. Whether it’s sales and marketing or advertising and PR, we take pride in delivering a personal experience to clients and consumers alike. There is a human behind every keyboard; we appeal to their noblest qualities. Talklaunch commands excellence. We deliver kindness, authenticity and results.

LOS ANGELES, Nov. 17, 2011 /PRNewswire/ — While Tyrese was away fighting alien robots and racing cars he raked up $1.7 billion dollars in worldwide business for Transformers and Fast Five. Now with more than 109,000 units sold Tyrese Gibson has made the impossible possible. The release of Open Invitation his first Studio album in five years Gibson has taken a leap of faith and bet on the right horse, himself. Tyrese returns to music with a new album on his own label, Voltron Recordz LLC distributed by EMI Label Services. Open Invitation is currently holding the number #9 position on Billboard Magazine’s Top 200, #2 Overall Rap and R&B sales and #1 Independent sales. Voltron Recordz has a lot to celebrate. “They counted me out musically. I folded and turned my back on the music and focused on movies,” says Tyrese. God whispered in my ear “Try one more time” Thank God music never turned its back on me.

Propelled by the number one UAC radio single “Stay”, Open Invitation was released to a media blitz including performances on the Wendy Williams Show and visits to a series of non-traditional television outlets such as Spike TV’s Spare Time, Bravo’s Watch What Happens Live, Playboy Radio, G4, Speed, MLB, VH1′s Morning Buzz and The Rachael Ray Show playing up his global appeal as a box office maverick. In addition to television, print media, and an impeccable online campaign and Twitter (@Tyrese) helped drive sales for the album and making it the #1 R&B album on iTunes.

Hailed as a “…Masterpiece” by iTunes Open Invitation has been received with stellar reviews and consumer confidence proving that Tyrese Gibson is a viable commodity in entertainment. “For Tyrese to return five years since his last release with a #1 record at radio and a Billboard 200 top ten album is a testament,” says MBK Entertainment founder and principle Jeff Robinson. “Along with stellar album reviews Open Invitation is truly inspiring everyone who believes that uncompromising great music can still rule the charts.” This is just the beginning for Tyrese.

Open Invitation has proven a valuable asset for EMI as sales in the US have risen beyond expectation. “We are proud to be part of the success of Tyrese’s first week sales but are even more excited for what is yet to come,” says Michael Harris VP/GM EMI Label Services. “Tyrese’s work ethic is second to none and we are honored to be a part of his marathon.”

Celebrity friends such as Jill Scott, Mary J. Blige, Ludacris and Diddy have tweeted their praise for Open Invitation. According to the Washington Post “…considering that Tyrese is a New York Times bestselling author, a blockbuster actor and, thanks to this latest album, once again an R&B force to be reckoned with.”

Voltron Recordz a division on HQ Entertainment is an independent label group run by Tyrese Gibson distributed by EMI Label Services in North America. The Voltron roster includes Tyrese Gibson and Leon Timbo. The label’s first release is Open Invitation from Tyrese Gibson this fall. Tyrese is managed by MBK Entertainment.

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SOURCE MBK Entertainment

http://m.prnewswire.com/news-releases/tyrese-gibson-transformed-music-career-into-his-first-1-album-two-consecutive-weeks-134039618.html

Album photos: https://rcpt.yousendit.com/1279632084/db1e043368e29759268de407dbed32ef

Questions to consider when highlighting a new business with new media. Are you broadcasting or are you sharing?

By: Candice P. Cendaña

I had the pleasure of attending a pre-opening to a restaurant in Santa Monica, CA – the third location of California Shabu-Shabu. Proprietor Ash Chan graciously met me to explain the intricacies of Shabu dining and to express relief of finally opening the third location; little did he know I wasn’t exactly there to feature food. The dining experience was phenomenal and I intend to elaborate in a separate forum; but my interest was naturally in the community that followed Ash—the community that occupied his restaurant when it hadn’t officially opened yet.

Ash and his staff were attending to a full house of customers without signage, press, advertising or social media. After meeting him the answer became clear to me—he didn’t have to promote his product because his community naturally followed. I had no knowledge of California Shabu-Shabu, the owners or the dining experience prior to traveling to Santa Monica that evening; I did, however, notice that the few people I spoke to about the invitation had genuine, heartfelt sentiment towards Ash and the founding owner, Wayne Atchley. I happened to stumble upon a blog Ash started to detail the process of opening the restaurant – brilliant. When asked about his plans for social media, Ash indicated he would like to reflect the business as a whole and keep the customers first:

1. His staff is genuine and they spend time with every customer.
2. He and his staff greet everyone who comes through the door.
3. Ash is directly involved in operations and production.
4. Ash naturally shares.

“I treat everyone the same way I expect to be treated at a restaurant, like I’m part of what’s going on. I’m just the guy who likes to make sure everyone is fed and having a good time.” said Ash. This mentality is reflected in “CalShabuSM’s” social accounts and it can be applied to any business as it relates to community and media relations:

• Who are you and what are you truly trying to accomplish with your project?
• Why is your business important to customers?
• What are you doing to make your community feel valued?
• What is the value of making your business social [online]?
• What comes natural to you and what do you need to focus on?

Generally speaking, from a consumer perspective, the sales facts aren’t important to me. You can tell me all day long how great your product is or how it’s changing lives; but if I don’t’ feel your heart in your business, I’m not making a purchase. The organizations and business owners I choose to work with have their heart in what they do every day; when you communicate through social media, share with people; tell stories and be honest. What I loved about Ash is his ability to make you feel the emotion in any aspect of the process: the relief of finally opening, the uncertainty of certain cosmetics, and the happiness of starting a business he truly believes in. Moreover, reading about his experience in something as simple as a blog brought me, as a consumer, one step closer. Think about how you are reaching your audience—are you broadcasting information or are you sharing information?

The success of California Shabu-Shabu, Santa Monica is in community, loyalty and reputation. (Good sake doesn’t hurt either.) Congratulations to Ash Chan for the organic success of his endeavors.

About Talklaunch: Talklaunch creates meaningful narratives for brands.  Whether it’s sales and marketing or advertising and PR, we take pride in delivering a personal experience to clients and consumers alike.  There is a human behind every keyboard; we appeal to their noblest qualities.  Talklaunch commands excellence.  We deliver kindness, authenticity and results.

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Photos copyright Candice P. Cendana 2011 | All rights reserved.

FOR IMMEDIATE RELEASE

GOODIE GIRLS OWNER AND CUPCAKE WARS WINNER
ANNETTE STARBUCK CELEBRATES THE HIGHLY-ANTICPATED
GRAND OPENING OF HER FIRST STOREFRONT
IN LOS ANGELES NOVEMBER 20
Cupcake fans are in for a special treat when Goodie Girls opens its first storefront in Glendale, Calif. On Sunday, November 20, Cupcake Wars winner Annette Starbuck will serve up her gourmet cupcakes including her signature variety, Pumpkin Pancakes, along with her popular Cake Ups push pops during the ‘petite treat affair,’ taking place from 5-8 p.m.

The first 75 attendees will received a complimentary gift bag including specialty products from Pink Pewter, NuBar, Scentsy, H2O+, Soap Café, and Pop artist a.n.t., plus a delectable Cake-Up from Goodie Girls.

The grand opening event will also feature live music from DJ Arthur Galestian, savory appetizers catered by Kitchen 12000, a chocolate photo booth by Images Printed on Chocolate, wine by Cupcake Vineyards, decorations by Pom Flair and sample cupcakes from Goodie Girls. A full menu of Annette’s treats will be available for purchase to take home, along with Flirty Girls Aprons, and T-Shirts. Also exclusive specials will be offered for pre-orders on Thanksgiving cupcakes.

Since Annette’s win on the Season 3 Premiere of the Food Network‘s hit reality show, Cupcake Wars earlier this year, the baker extraordinaire has been busy on the promotional trail at various events and media spotlights in L.A. including FOX-TV 11′s  ’Wednesday’s Child‘ segment withChristine Devine, the prestigious TASTE LA kickoff event in Beverly Hills, the ASPCA at the Rock ‘n Roll LA Benefit Concert, as well as A Taste of Greater Pasadena, part of a ”Magic, Music & Murder Mystery” event to support the 32^nd Annual Fundraiser for the “Women At Work” organization.

In addition, Annette has recently been profiled in the Glendale News Press, NY Magazine’s Grub Street blog, InterviewHer.com, Eat Drink and Be Merry, The Savvy Mom’s Guide and Cupcake Diary.

EVENT RECAP:
Goodie Girls Grand Opening Celebration
415 East Broadway #100
Glendale, CA 91205
5- 8 p.m.
Additional info: Free street parking is available (please check signs). Gift bags will be distributed to the first 75 guests.

**ATTN MEDIA: Interviews and photos will take place on the “Pink Carpet” from 3-5 p.m. in the rear lot of the store. Please email chrissy@luckmedia.com or call (818) 232-4175 for credentials.

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Filed under: Dining, Opening, Press Release, Release Tagged: Annette Starbuck, bakery, Cupcake Wars, cupcakes, Food Network, Goodie Girls, LA events, Los Angeles events, opening ]]> http://bellaviemedia.wordpress.com/2011/11/10/goodie-girl-owner-and-cupcake-wars-winner-annette-starbuck-celebrates/feed/ 0 Annette_Starbuck_-_credit_DC_Visions_-_v2 bellavieic01 Annette Starbuck http://bellaviemedia.wordpress.com/2011/11/07/5-practices-of-effective-community-managers/ http://bellaviemedia.wordpress.com/2011/11/07/5-practices-of-effective-community-managers/#comments Mon, 07 Nov 2011 18:03:25 +0000 Candice Cendana http://bellavieeditorial.com/?p=177 Continue reading »]]> Candice has the pleasure of working with Talklaunch to discuss community management, customer relationship management, and campaign development

5 Practices of Effective Community Managers
Is Your Social Media Manager Truly Managing Your Community?
By: Candice P. Cendaña

Too often I see businesses with social media managers who don’t quite understand their purpose within the organization.  An effective social media manager should be able to tell you how the community is responding to your business and what your organization can do to 1. Create a better user experience and 2. Make the organization better.  Is your social media manager a community manager, or does he or she only post updates when there is news?  Posts about promotional offers or the latest organizational news are irrelevant if your social media manager has not established an environment to be heard; anyone can open a Facebook or Twitter account, but the efforts do not serve a business if relationships aren’t cultivated.  Effective social media managers bring value to an organization when they make the following practices a priority: