making your message stick

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Sametz Blackstone Associates Making your message stick CASE D1 Conference 2010

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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

Page 1: Making Your Message Stick

Sametz Blackstone Associates

Making your message stick

CASE D1 Conference 2010

Page 2: Making Your Message Stick

Tamsen S. McMahonDirector, Digital & Strategic [email protected]@tamadear

Tamsen S. McMahonDirector, Digital & Strategic InitiativesSametz Blackstone Associates

[email protected]@tamadear

Page 3: Making Your Message Stick

what sticks?

Page 4: Making Your Message Stick

…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

Page 5: Making Your Message Stick

…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

Page 6: Making Your Message Stick

(not those)

Page 7: Making Your Message Stick

SimpleUnexpectedConcreteCredibleEmotionalStoriesS

Made to Stick, Chip and Dan Heath

Page 8: Making Your Message Stick

So what’s the problem?

Page 9: Making Your Message Stick

The Curse of Knowledge

http://www.flickr.com/photos/wonderlane/3089163372/

Page 10: Making Your Message Stick

simple

Page 11: Making Your Message Stick

http://www.flickr.com/photos/stevensnodgrass/4017403148/

Page 12: Making Your Message Stick

Thecommander’sintent

Page 13: Making Your Message Stick

1. What you are

2. What you do

© Sametz Blackstone Associates

Page 14: Making Your Message Stick

The God Particle

Page 15: Making Your Message Stick

unexpected

Page 16: Making Your Message Stick

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

Page 17: Making Your Message Stick

We train working performing artists.

Page 18: Making Your Message Stick

Create a curiosity gap

Page 19: Making Your Message Stick

concrete

Page 20: Making Your Message Stick

transportation

© Sametz Blackstone Associates

Page 21: Making Your Message Stick

http://www.flickr.com/photos/steffe/3087200262/

Page 22: Making Your Message Stick

What does “excellence” look like?

Page 23: Making Your Message Stick

credible

Page 24: Making Your Message Stick

http://www.flickr.com/photos/alancleaver/3405608142/

Page 25: Making Your Message Stick
Page 26: Making Your Message Stick

Don’t lie

Page 27: Making Your Message Stick

Use “Brand Judo”

http://www.flickr.com/photos/parrhesiastes/2566999335/

Page 28: Making Your Message Stick

emotional

Page 29: Making Your Message Stick
Page 30: Making Your Message Stick
Page 31: Making Your Message Stick

Find the “so what?”.

Page 32: Making Your Message Stick

stories

Page 33: Making Your Message Stick
Page 34: Making Your Message Stick

Avoid“Genre Bias”

http://www.flickr.com/photos/wonderlane/3089163372/

Page 35: Making Your Message Stick

Tell your stories in medias res.

Page 36: Making Your Message Stick

last thoughts

Page 37: Making Your Message Stick

Be prepared

Page 38: Making Your Message Stick

1. What you are

2. What you do

3. Why you do it

4. How you do it

© Sametz Blackstone Associates

Page 39: Making Your Message Stick

Let it go

http://www.flickr.com/photos/bistrosavage/42258966/

Page 40: Making Your Message Stick

http://www.flickr.com/photos/10604632@N02/2673376797/

Page 41: Making Your Message Stick

Tamsen S. McMahonDirector, Digital & Strategic [email protected]@tamadear

Tamsen S. McMahonDirector, Digital & Strategic InitiativesSametz Blackstone Associates

[email protected]@tamadear

Page 42: Making Your Message Stick

</seminar>