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What's Trending in Tech? And Is The Technology Itself Really Enough?
The conversation around technology is louder than ever. AI is dominating headlines. Automation is reshaping every sector. And new platforms, plugins, and pilot projects seem to surface every week. But beneath the hype, one trend is emerging that really matters: organizations aren’t just looking for smarter tools, they’re looking for smarter workflows. At CRAFT, we help public agencies, infrastructure leaders, and innovation-focused teams not just adopt technology, but implement it in ways that actually change how work gets done. That starts with rethinking workflows, and building systems that are designed for human use, not just technical performance. AI Is Here, But Strategy Still Matters We’re past the point of asking whether AI will change the way we work. It already has. From automating routine tasks to summarizing complex data, AI is now embedded in everything from staffing tools to field inspections. But the organizations seeing real value aren’t chasing every shiny tool, they’re building intentional AI workflows that align with how their teams already operate. At CRAFT, we help clients design those workflows, clear, efficient, and transparent. We focus on:
The Real Technology Trend: Convergence What’s trending in tech right now isn’t one specific platform, it’s convergence. We’re seeing organizations integrate:
You Can’t Innovate Without Structure Here’s the truth: no matter how advanced the tech, it won’t drive impact unless the foundation is right. That means:
CRAFT Is Helping Organizations Build What’s Next We’re not just tech-savvy. We’re systems thinkers. CRAFT partners with clients across the public and private sectors to help them:
Let’s design the next version of how your organization works, with intention, clarity, and impact.
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When most organizations think about growing their social media reach, they default to the same checklist: schedule more posts, pay for ads, maybe even hire an agency. But there’s one strategy that consistently delivers high returns, without adding to your media spend: Employee advocacy.
From public transit agencies to departments of transportation, to construction firms and infrastructure leaders, your people are your most trusted messengers. They’re already connected to the communities you serve. They understand the work on the ground. And when they share your mission, your milestones, or your open roles, it hits differently than when it comes from a corporate handle. Why It Works: People Trust People It’s not just about reach, it’s about credibility. According to Edelman’s Trust Barometer:
How to Get Started with Employee Advocacy
Whether you're a billion-dollar transportation agency or a small nonprofit team, CRAFT helps you activate the power of your people. We build simple, scalable advocacy programs that help organizations:
We’ve helped DOTs, transit agencies, life sciences teams, tech firms, and HR leaders tap into this strategy, and it works, every time. Let’s build an advocacy program that amplifies your message and brings your brand to life—one post at a time. www.cocraft.org From state agencies to life sciences firms, from public infrastructure to HR systems, one truth holds across every sector we serve at CRAFT: technology alone doesn’t drive transformation—people do.
We’re in an era where new platforms, tools, and AI-driven systems are reshaping how we work. Transit agencies are modernizing service alerts. Public works departments are digitizing inspection processes. HR teams are introducing new applicant tracking tools. On paper, the shift looks like progress. But in practice? It often falls apart--not because the tech doesn’t work, but because the rollout didn’t include the one thing that matters most: humans. Technology Can Only Go So Far Without AdoptionWe’ve seen organizations spend millions on digital systems only to find that teams bypass them, duplicate efforts in spreadsheets, or revert to outdated processes. The issue isn’t usually the software, it’s a lack of shared understanding, clarity, and change readiness. That’s why true digital transformation lives at the intersection of technology, people, and process. What Transformation Really Requires
CRAFT works with organizations across sectors—public and private, large and small—to help turn technology investments into real-world impact. We’ve led change initiatives with:
Ready to Turn Tech Into Impact? If your organization is implementing new technology—or even just thinking about it—CRAFT can help you design a path forward that puts people at the center of the plan. Transformation doesn’t happen by accident. It happens by design. Let’s build it right. www.cocraft.org Now is the time to go beyond the buzz to build smarter workflows using emerging technology
Digital transformation isn’t just about adopting new tools, it’s about reengineering how work happens. In sectors like infrastructure, transportation, life sciences, and public service, the pressure to modernize is real. But as organizations explore AI, AR/VR, and other emerging technologies, one thing becomes clear: technology alone doesn’t transform delivery, systems thinking does. At CRAFT, we don’t just implement tech. We build the connective tissue that allows innovation to succeed: workflow design, process governance, data-driven decision-making, and stakeholder alignment. That’s the foundation of true digital delivery. Why Emerging Tech Needs Structure to Succeed Let’s be clear: AI, AR/VR, and real-time data tools hold enormous promise. But without systems to support them, these technologies can become point solutions that never scale, or worse, disrupt more than they solve.
From Digital Tool to Digital Delivery: What It Takes 1. Data-Driven Decision Making Starts with Clean Inputs All advanced tools, from predictive maintenance models to AI-powered procurement, rely on structured, reliable data. Before deploying any emerging tech, organizations need to assess how data is captured, cleaned, and shared. At CRAFT, we help clients audit data workflows to ensure that what goes in sets you up for quality outputs. 2. Workflows Are the Backbone of Tech Success Technology should adapt to your business logic, not the other way around. Whether you’re using a digital twin or AI resource planner, your underlying workflows must be clearly defined, mapped, and optimized. That’s how you create automation that makes sense. 3. AI Is Only as Good as the Governance Around ItAI is reshaping document review, scheduling, staffing, and quality control—but it can introduce risk without governance. CRAFT helps organizations create AI workflows that are transparent, auditable, and aligned with ethical and regulatory standards. We design systems that blend automation with accountability. 4. AR/VR Needs Real-World Application and Feedback LoopsIn construction, field operations, and asset inspection, AR/VR can revolutionize training, safety, and visualization. But only if these tools are tailored to real-world environments and integrated with feedback loops. We build structured pilots that test for usability, scalability, and user trust, before full rollout. 5. Human-Centered Change Is the Differentiator The best systems fail without adoption. That’s why we pair every tech deployment with communications, stakeholder mapping, and training. Change management isn’t a side note, it’s the infrastructure that allows transformation to take hold. Digital Delivery Is a System, Not a Single Tool We believe digital delivery is the future of work, especially in capital programs, infrastructure projects, and complex services. But it’s not achieved by buying a better platform. It’s achieved by designing better systems around that platform: people, data, process, and change. When organizations align these pillars, they don’t just digitize. They accelerate delivery, reduce risk, improve visibility, and strengthen outcomes, from planning to operations. CRAFT Builds Systems That Support Innovation CRAFT partners with state DOTs, life sciences leaders, public agencies, and private-sector innovators to help them:
Let’s build your next transformation the right way. www.cocraft.org For Growing Teams, You Might Just Want a Fractional CMO
How leadership-level marketing support—without the full-time overhead—can change the game for your business or agency. Marketing has never been more important—or more overwhelming. From AI tools and evolving platforms to brand positioning and performance metrics, the modern marketing landscape requires both vision and agility. But here’s the challenge: most organizations don’t have the structure—or the budget—for a full executive-level marketing function. That’s where a Fractional CMO comes in. At CRAFT, we work with mission-driven teams, growing companies, and public sector leaders who need strategic marketing guidance but aren’t looking to hire a full-time chief marketing officer. They need someone who can step in, set direction, bring structure, and move things forward—fast. And that’s exactly what a fractional CMO does. What Is a Fractional CMO? A Fractional Chief Marketing Officer (CMO) is a senior marketing leader who works with your team on a part-time, flexible, or project-based basis—without the cost or commitment of a full-time executive hire. You get the benefit of executive-level thinking and leadership while maintaining agility in your budget and structure. Think of it as having a CMO on retainer—someone who can lead strategy, shape campaigns, oversee brand development, guide the internal team, and serve as a thought partner to your CEO or executive leadership. Whether you're launching something new, scaling what’s working, or fixing what’s not, a fractional CMO gives you momentum. Why It Works Now Let’s be honest: the pace of change in marketing is relentless. AI, digital platforms, analytics, content velocity, channel strategy, community engagement—it’s a lot. For organizations that are strapped for time and resources, bringing in a seasoned CMO—even fractionally—can bridge the gap between vision and execution. This model works especially well for:
We’re not here to add noise. We’re here to make sure your message cuts through it. If you’re ready to bring seasoned marketing leadership to the table—without the overhead of a full-time hire—let’s talk. Learn more at www.cocraft.org or reach out to start the conversation. Simple, practical ways to show up online, even if you're short on time and resources.
Most organizations know social media is important. But knowing why it matters isn’t the same as knowing how to do it well, especially when you don’t have a dedicated marketing team. That’s the reality for many public agencies, transit systems, city departments, and small businesses: the work is critical, but the marketing support is stretched thin. At CRAFT, we help teams make the most of what they have. This guide breaks down how to approach social media simply, strategically, and sustainably, even if you’re wearing multiple hats. What Social Media Can Do for You Whether you're running a transit alert system, promoting a public event, or growing a small business, social media can help you:
How to Use the Big 3 Platforms Best for: Community updates, event promotions, alerts, and public outreach
Best for: Photos, videos, community engagement, and storytelling
Best for: Professional updates, hiring, thought leadership, partner visibility
How to Post Smarter, Not Harder. Batch and Schedule Your Posts Use free or low-cost tools like Buffer, Later, or Meta Business Suite to schedule posts in advance. You can plan a week or month at a time, freeing you up to focus on other things. Reuse and Repurpose One story = many posts. A community event can become:
Don’t run ads all the time. But for things like a job opening, public meeting, or safety campaign, a $25–$100 Facebook or Instagram boost can significantly increase reach, especially to people outside your current followers. Partner with Community Influencers You don’t need to hire celebrities. Think local: a librarian, teacher, youth leader, or nonprofit partner. Ask them to help spread the word by re-sharing your content or tagging your page. Create a Simple Template Library Use Canva to build reusable templates for alerts, events, quotes, and reminders. This saves time and ensures everything looks consistent, even if multiple people post. A Few Quick Tips for Content That Works
CRAFT Helps You Build Sustainable Marketing, Even with a Small Team At CRAFT, we work with cities, transit agencies, nonprofits, and small business teams to create social media systems that scale. Whether you need a content calendar, templates, training, or someone to help build your first strategy, we’ll help you build a plan that works for your bandwidth. You don’t need to be everywhere. You just need to show up in the right way. Let’s make your message go further. www.cocraft.org (And Yes, the Robots Are Watching)If you feel like AI is advancing faster than you can say "ChatGPT," you’re not alone. The past few years have been a whirlwind of innovation, with AI evolving from a sci-fi fantasy to an undeniable force reshaping industries, economies, and—let’s be honest—our dinner table conversations. While China’s emergence as an AI powerhouse has grabbed headlines, the truth is that the AI revolution isn’t limited to one country or one company. It’s global, and the stakes are higher than ever. So, what does this all mean for businesses, and how can leaders prepare for the next wave of AI-driven transformation?
The Changing AI Landscape: More Than Just One PlayerFor years, the conversation around AI leadership has centered on the U.S. and China. Companies like OpenAI, Google DeepMind, and Anthropic are pushing boundaries in the West, while China’s heavyweights—Baidu, Tencent, and DeepSeek—are accelerating progress with their own models and infrastructure. But AI development is no longer a two-player game. The European Union is investing heavily in AI ethics and regulation while fostering innovation through initiatives like the European AI Act. India is rapidly becoming an AI hub, leveraging its tech talent and vast datasets. The Middle East, led by nations like the UAE and Saudi Arabia, is pouring billions into AI research and development to drive economic diversification. Even smaller countries like Canada are making strides in specialized AI applications. The point? The AI race isn’t just about who builds the biggest model; it’s about who applies it best. The next decade will be defined by how industries leverage AI, rather than just who owns the most GPUs. Industries Benefiting the Most from AIAI isn’t just for tech giants. It’s transforming virtually every industry, creating efficiencies, new capabilities, and competitive advantages across sectors: Healthcare: AI-powered diagnostics, personalized medicine, and robotic-assisted surgeries are improving patient outcomes and cutting costs. Manufacturing: Smart factories use AI for predictive maintenance, reducing downtime and improving supply chain resilience. Finance: AI-driven fraud detection, algorithmic trading, and customer service chatbots are streamlining operations and security. Automotive & Transportation: Autonomous vehicles, AI-optimized logistics, and smart traffic management are revolutionizing mobility. Energy & Sustainability: AI is optimizing grid management, advancing renewable energy solutions, and driving efficiency in resource management. Retail & E-commerce: AI is powering personalized recommendations, inventory forecasting, and even virtual shopping assistants. How Businesses Can Prepare for the AI-Driven FutureWith all this rapid progress, how can companies stay ahead? The key is to move from passive AI awareness to active AI adoption—strategically and responsibly. Here’s how: 1. Invest in AI Talent & Training: The companies that win in AI will be the ones that invest in their people. Upskilling employees, hiring AI specialists, and fostering a culture of continuous learning will be essential. AI isn’t replacing people—it’s amplifying them. 2. Leverage AI for Efficiency, Not Just Novelty: AI should solve real business problems, not just be a flashy addition. Whether it’s automating workflows, enhancing customer interactions, or improving supply chain management, companies should focus on practical applications that drive ROI. 3. Adopt Responsible AI Practices: With great power comes great responsibility. AI governance frameworks are critical to ensure transparency, fairness, and compliance with emerging global regulations. Leaders must integrate ethical AI considerations into their strategy to maintain trust and credibility. 4. Collaborate, Don’t Compete (At Least Not Always): AI is an ecosystem play. Strategic partnerships—with academia, AI startups, and even competitors—can accelerate adoption and innovation. No single company can build and deploy AI alone at the scale needed for industry-wide transformation. 5. Keep Humans at the Center: Technology should serve people, not the other way around. AI should enhance human decision-making, creativity, and efficiency rather than replace critical thinking and personal connections. The most successful AI strategies will be those that complement human expertise, not undermine it. The Future of AI: Adapt or Fall Behind (Cue evil villian laugh)The AI revolution is no longer on the horizon—it’s here. Companies that wait for a "perfect moment" to engage with AI risk falling behind. The winners of the next decade will be those who embrace AI not just as a technology, but as a transformative force that requires thoughtful integration, ethical responsibility, and a commitment to putting people first. So, is the AI race just beginning? Not exactly. It’s already well underway. But the question isn’t just about who’s leading—it’s about who’s ready to adapt, innovate, and use AI to shape the future of business and society. Your move. Don’t Let AI Flatten Your Voice: Ethical Use Starts With You
We’re in a moment where AI is everywhere, generating emails, designing social posts, even suggesting what you say next. It’s tempting to hand over the keyboard, especially when deadlines are tight and capacity is limited. But as with any tool, how we use AI matters just as much as what it can do. At CRAFT, we’re pro-AI. We teach clients how to use it. But we also see where it goes wrong: when it replaces not just labor, but judgment. When it creates a false sense of productivity that trades away trust, nuance, and authenticity for speed. Cookie-Cutter Content Sends the Wrong Signal If you’ve ever read a blog or social post and thought, this feels off, you’re not alone. Audiences are sharp, and they can tell when a message was generated in two clicks and never touched again. Content that reads generic, vague, or emotionless might technically check the box, but it leaves a lasting impression that can undermine your brand. Worse, it sends a message that you’re more concerned with output than connection. In short: cookie-cutter AI content doesn’t just sound cheap, it makes you look careless. So What Does Responsible AI Use in Marketing Look Like? It’s not about avoiding AI altogether. It’s about knowing when and how to bring it into your workflow, and where the human hand is essential. Here’s what ethical AI use looks like in real-world marketing: 1. Start With Transparency If AI helped draft a message, don’t be afraid to say so internally. Build a culture that understands the tool, and knows how to improve on it. 2. Always Include Human Editing AI is great for structure, inspiration, and first drafts. But final drafts should go through a human filter: Does this sound like us? Is the tone right? Would I say this out loud? 3. Use AI for the Back-End, Not the Brand Voice Let AI help brainstorm ideas, summarise reports, or reformat a presentation. But when it comes to your core message, voice, or values—that’s where your team should step in. 4. Don’t Outsource Critical Thinking AI can’t fact-check, assess context, or understand political or community nuance the way your team can. Don’t let it speak for you in moments that require empathy, credibility, or leadership. 5. Design a Workflow That Keeps Your Brand Human AI should save time—not replace thought. The best use cases are those that support creativity, not substitute it. Build checkpoints into your content process where people shape, refine, and approve the final message. This Isn’t About Fear. It’s About Standards. We all use tools like PowerPoint, Grammarly, Canva, spellcheck, ChatGPT. Tools that make our work easier and faster. But like any tool, AI is only as effective as the intention and integrity behind it. If we want to maintain trust, build strong brands, and communicate clearly, we have to treat AI as a helper, not a shortcut. There’s a time and place for automation, but there’s no substitute for voice, values, and vision. CRAFT Helps Teams Use AI Responsibly, Without Losing Their Edge At CRAFT, we help organizations build ethical AI workflows that blend automation with authenticity. Whether you’re a public agency, a growing business, or a national brand, we’ll help you:
Tools to Help You Work Smarter, Not Harder
At CRAFT, we work with professionals who wear many hats—especially in sectors like transportation, infrastructure, and public service. Whether you're an engineer leading a project, a transit operator managing community outreach, or a department head juggling public communications on top of operations, chances are marketing isn't in your job title—but the responsibility still lands on your plate. We see this all the time in city agencies, DOTs, nonprofits, and small teams where the need to engage the public, share updates, or promote programs is high—but there’s no full-time marketing staff to take it on. The good news? You don’t need a marketing degree to create effective, professional-looking content. You just need the right tools. Below are some of our favorite platforms that can help you design flyers, write social posts, schedule outreach, and create videos—without starting from scratch. These tools are intuitive, efficient, and built for people who have a lot on their plate. Design: Canva canva.com Canva is a user-friendly design tool that lets anyone create professional-looking graphics without graphic design skills. It includes pre-built templates for flyers, brochures, social media posts, newsletters, and more. With its drag-and-drop interface and AI-powered design assistant, you can build on-brand visuals in minutes. Canva is ideal for quick-turn materials like detour notices, safety campaigns, project updates, or community meeting invites. Content Creation: ChatGPT chat.openai.com Writing content doesn’t have to be hard. ChatGPT helps you quickly generate draft language for emails, public notices, social posts, meeting summaries, and more. Just describe what you’re trying to say—“Write a clear message for riders about a weekend route change”—and it will provide a solid first draft. Perfect for when you’re short on time or struggling to find the right tone. Proofing & Clarity: GrammarlyGO grammarly.com GrammarlyGO takes your writing and helps polish it for clarity, grammar, and tone. It’s especially useful when translating technical language into something the general public can understand. It integrates into everyday tools like Word, email, and browsers—so you don’t have to copy and paste everything into a new platform. Campaign Copy: Copy.ai copy.ai Need to make something sound sharper or more engaging? Copy.ai generates quick options for headlines, social posts, or campaign language. If you’re trying to make a safety campaign catchier or write an email subject line that people will actually open, this tool gives you fast inspiration and polished alternatives. Video & Audio: Descript descript.com When you need to communicate visually—like promoting a service change, recapping a community meeting, or recording a PSA—Descript makes it easy. It automatically transcribes audio or video, lets you cut and edit as if you’re working in a Word document, and adds captions. It even offers voiceover tools for those times when you can’t record something yourself. Social Media Scheduling: Buffer buffer.com Whether you're managing one channel or five, Buffer lets you schedule and publish posts across Facebook, LinkedIn, Instagram, and more. It’s ideal for sharing construction updates, campaign messages, or regular service notices without needing to log in every day. You can queue content in advance, add visuals from Canva, and even track engagement, all in one place. Wrap-Up: You Don’t Have to Do It Alone If you’re juggling marketing alongside engineering, planning, operations, or leadership, you’re not alone. This is the reality for many teams that need to do more with less. These tools can help you get the message out without getting overwhelmed. From public notices to social posts to community outreach, your communications can still be timely, clear, and professional, even without a dedicated marketing team. CRAFT works with transportation professionals, public agencies, and civic teams to support these efforts with smart tools, simple strategies, and human-centered communications. Want help getting started? Visit www.cocraft.org or reach out for a quick consultation. At CRAFT, we believe that marketing shouldn’t be reserved for marketers alone. With the rise of AI tools, it’s easier than ever for anyone—whether you work in operations, community outreach, or communications—to create clear, engaging, and effective content. Whether you're promoting a public program, building awareness for an initiative, or keeping stakeholders informed, this cheat sheet can help you get started. Use it to create social content, draft materials, and build stronger connections with the communities you serve. What AI Can Help You Do
Simple Prompts to TrySocial Post Prompt: "Write a Facebook post to invite the public to a free community event. Keep it clear and warm in tone." Flyer Prompt: "Create an outline for a one-page flyer announcing road work in plain language, with dates and contact info." Outreach Prompt: "Summarize this 5-page report in one paragraph that a non-technical reader can understand." Repurpose Prompt: "Turn this community email into a script for a 30-second video or radio PSA."   Don’t Forget:
Partner with community organizations to cross-share your message. Engage local influencers (teachers, advocates, civic leaders) to help amplify important messages. Blend print and digital outreach for maximum accessibility. Need a Head Start? CRAFT helps teams like yours plan, simplify, and amplify marketing efforts using smart tools and plain-language strategies that connect. Whether you’re leading a regional campaign or managing a local project, we can help you get more done, more easily. |
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