"the subtle art of getting noticed" - 2012 cccu pr/comm conference
DESCRIPTION
Presented by: Layne Fuller Jason Kehrer Ed Van Poolen Good communication tells your story in a way that speaks to your audiences and stands out from the other college advertising. It is important that your messages are relevant and that your creative is really, really good. In this session we will help you understand how to build on research and strategy, and start to think critically about creativity and communication. We will break down keys to creative communication and provide tips for finding insights.TRANSCRIPT
2012 CCCU PR/Communications Of!cers Conference
January 5, 2012 - Tuscon, AZ
Breakout Session: “The Subtle Art of Getting Noticed.” The Image Group - Holland, MI
hello.
Lovely Owl, 2011https://gimmebar.com/view/4ec54e1d300aaa704e000043
Science or art?
Learn all about your client’s product. You write better when you have something to write about.
Bill Bernbach, 1962
strategy concept execution
1 2 3
What to say. How to say it. Saying it.
strategy concept execution
1 2 3
What to say. How to say it. Saying it.
strategy concept execution
1 2 3
What to say. How to say it. Saying it.
strategy*
Creative Strategy
Focus GroupsQualitative & Quantitative Research
Positioning Brand Audit BHAGs
Interviews Asking Questions
Challenging Perceptions
Competition SWOT
Communication Planning
Marketing Media Plan
*Organizational Review
concept*
Visuals Themes
Taglines Headlines Brainstorms
Writer Art DirectorWords & Pictures
Sketches Scenarios
Rationales Storytelling
Storyboards
*Ideas
execution*
Layout & Design
Paint Draw Tweet Post
Photograph Video Script Record
Edit Sculpt Code Print
Program PlaceMeasure
Evaluate
*Write
strategy concept execution
1 2 3
What to say. How to say it. Saying it.
insight
insight-n
the capacity to gain an accurate & deep intuitive understanding of a person or thing.
Not the message;not the creative.
In every product are the seeds of a drama that best expresses its value to the consumer.
Finding that drama is our most important task.
Leo Burnett, 1961
Rarely thought of or dwelt on.
Breakthrough
Aha moment
It's A Wonderful Life, 1946
Clarence: Hmmm, this isn't gonna be so easy.
Yeah! So you still think killing yourself would make everyone
feel happier, eh?
George: Oh, I don't know.
I guess you're right.
I suppose it would have been better if I'd never been born
at all.
Clarence: What'd you say?
George: I said I wish I'd never been born.
Clarence: Oh, you mustn't say things like that.
You...
Wait a minute. Wait a minute.
That's an idea.
It's A Wonderful Life, 1946
You've been given a great gift, George...
a chance to see what the world would be like without you.
Strange, isn't it?
Each man's life touches so many other lives and when he isn't
around he leaves an awful hole, doesn't he?
Others on insight.
Insights on !nding insights.
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Change your perspective.
Juvenile Protective Association, Hide & Seek, 1996http://youtu.be/iURQ1yk_XOw
Find a new twist.
Burger King, Whopper Freakout, 2007www.whopperfreakout.com/embed.swf
Look at your mission, vision
& values.
Ask the right questions.
No one has ever found a brilliant advertising solution by talking.
Most have been discovered by listening.
Hal Newsome, 1983
Question negative perceptions.
Look at the numbers.
Work in teams.
Two people together can do things neither could do alone.
Tom McElligott, 1987
Embrace opposition.
When two minds always agree, one is doing all of the thinking.
Old Proverb, Unknown
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5
67
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A mystery.
What’s your insight?
What’s our insight?
What:
Creative communication impacting culture.
Advertising is a business where many of the standards are set by people who don’t have any.
Ed McCabe, 1986
real. good. communication.
When you tell the truth,people pay attention.
Jerry Della Famina, 1970
Q & A
©
LAYNE. [email protected] @laynefuller
JASON. [email protected] @jasonkehrer
ED. [email protected] @edvp
@imagegroup | imagegroup.com | 616.393.9588
Characteristics of Good Creative:
• Creative ideas need to make an emotional connection. They have to resonate with the target audience.
• Creative ideas need to be true, not exaggerated, out of context, or “borrowed” from somewhere else.
• Creative ideas have to be “you.” They need to reflect the existing essence of your institution—the heritage, vision, mission, tone and feel. They need to preserve the core of and stimulate progress for your institution.
• Creative ideas have to be memorable—they need to be simple and distinct.
• Creative ideas need to age well—they need to be scalable, and stand the test of time.
• Creative ideas must be tailored correctly to each medium and marketing tool. What is cool on a DVD might be spam on YouTube. What reads well in a print ad might not work on TV.
Other General Tips:• Headlines should be interesting and unexpected.
• Copy should be succinct: audiences are digesting information in bytes. They are engaging with copy at different levels: the 3-second read, the 30-second read, the 3-minute read, etc. They’re looking for tags, bright spots, quick connections. If they’re interested, they’ll go deeper. And when they go deeper it better be worth their while—not too much fluff.
• Photography should be real and engaging. It shouldn’t look like it came from “everyman’s college stock photo.”
• Information should be architecturally organized. The overall layout and design of marketing tools should optimize the flow of the information.
• With most marketing tools there should be a strong connection with the website or other online (social) tools.
Insights on insights:1. Change your perception.
2. Find a new twist.
3. Look at your mission, vision & values.
4. Ask the right questions.
5. Questions negative perceptions.
6. Look at the numbers.
7. Work in teams.
8. Embrace Opposition.
The Subtle Art of Getting NoticedA presentation by The Image Group on January 5, 2010 at the CCCU Conference
31 East 8th St. Suite 200, Holland, MI 49423 | 616.393.9588 | imagegroup.com
Product (What are we selling?):
Project: (What are we creating?)
Target audience: (To whom are we talking?)
• Primary Audience(s):
• Secondary Audience(s):
Attitudes: (What are any preconceived beliefs and perceptions of the target audience about this institution/product or service?)
Communications Objective: (What should the audience learn, feel, think and/or do as a result of being exposed to the brand?)
Key Benefit: (What is the main benefit that our target market will receive from supporting your institution as opposed to competitors?)
Supporting Information:
Timeline:
Creative BriefClient:Job Name: Date:
31 East 8th St. Suite 200, Holland, MI 49423 | 616.393.9588 | imagegroup.com