making your message stick
DESCRIPTION
Explore how schools are embracing the idea of "sticky" messages to create simpler, more compelling cases for support.Table seminar presented at the CASE District 1 2010 Conference in Boston, January 27-29, by Tamsen McMahon.TRANSCRIPT
Sametz Blackstone Associates
Making your message stick
CASE D1 Conference 2010
Tamsen S. McMahonDirector, Digital & Strategic [email protected]@tamadear
Tamsen S. McMahonDirector, Digital & Strategic InitiativesSametz Blackstone Associates
[email protected]@tamadear
what sticks?
…to educate and nurture students, to create knowledge, and to provide service to our community and beyond. Committed to excellence and proud of the diversity of our [higher ed] family, we strive to develop future leaders of our nation and the world.
© Sametz Blackstone Associates
…to create knowledge, to open the minds of students to that knowledge, and to enable students to take best advantage of their educational opportunities
© Sametz Blackstone Associates
(not those)
SimpleUnexpectedConcreteCredibleEmotionalStoriesS
Made to Stick, Chip and Dan Heath
So what’s the problem?
The Curse of Knowledge
http://www.flickr.com/photos/wonderlane/3089163372/
simple
http://www.flickr.com/photos/stevensnodgrass/4017403148/
Thecommander’sintent
1. What you are
2. What you do
© Sametz Blackstone Associates
The God Particle
unexpected
We train exceptional performing artists for careers that enrich and transform the human experience, using the skills, creativity, and courage nourished in our vibrant multidisciplinary community of artists and educators.
© Sametz Blackstone Associates
We train working performing artists.
Create a curiosity gap
concrete
transportation
© Sametz Blackstone Associates
http://www.flickr.com/photos/steffe/3087200262/
What does “excellence” look like?
credible
http://www.flickr.com/photos/alancleaver/3405608142/
Don’t lie
Use “Brand Judo”
http://www.flickr.com/photos/parrhesiastes/2566999335/
emotional
Find the “so what?”.
stories
Avoid“Genre Bias”
http://www.flickr.com/photos/wonderlane/3089163372/
Tell your stories in medias res.
last thoughts
Be prepared
1. What you are
2. What you do
3. Why you do it
4. How you do it
© Sametz Blackstone Associates
Let it go
http://www.flickr.com/photos/bistrosavage/42258966/
http://www.flickr.com/photos/10604632@N02/2673376797/
Tamsen S. McMahonDirector, Digital & Strategic [email protected]@tamadear
Tamsen S. McMahonDirector, Digital & Strategic InitiativesSametz Blackstone Associates
[email protected]@tamadear
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