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Creating Communications That Connect
- 2. Principal Moth Design mothdesign.net Tammy Dayton Principal 43,000 Feet 43000feet.com Dave Demerjian
- 3. Six Steps to Successful Communications: 1. Research and Planning 2. Strategy and Positioning 3. Discovery and User Research 4. Brand Definition 5. Visualization and Articulation 6. Ensuring Consistency
- 4. Step 1: Get the Ball Rolling Research and Planning
- 5. Communications audit Catalog and review your existing materials and/or modes of outreach. Budget & resources Establish financial and staffing needs. Develop a wish list Prioritize the most essential components. Creative partners CPS can help you assess whether you would benefit from working with an outside firm. They can assist with defining the scope of your project, preparing an RFP, and helping you select from a set of proven creative partners. Step 1: Research & Planning
- 6. Step 2: Understanding the Landscape Strategy & Positioning
- 7. Being part of the MIT brand MIT brings with it prestige, universal name recognition, and strong brand equity. But being linked to such a strong brand comes with expectations and limitations. Benchmark yourself against peers Identify organizations similar to yours. What do they look like and how do they talk about themselves? Where do you fit in? Step 2: Understanding the Landscape
- 8. Step 3: Know Your Audience Discovery & Audience Research
- 9. Good ol’ fashioned conversation Conduct interviews, roundtables, and online surveys. Experiential research Watch customers interact with your organization at conferences, meetings, and events. Pay attention to how you are interacting with different audiences. What are you saying and how are you saying it? Personas Develop user profiles that help you understand what motivates and inspires each of your audiences. Step 3: Discovery & Audience Research
- 10. Step 4: Building a Rock-Solid Foundation Brand Definition
- 11. FIRST THINGS FIRST: WHAT IS A BRAND, ANYWAY? Step 4: Brand Definition
- 12. Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering. Your brand is derived from who you are, who you want to be, and how you are perceived. A winning brand is: Simple Clear and concise Memorable Authentic and honest Step 4: Brand Definition
- 13. Four signs you may have a branding problem Your target audience doesn’t understand what you do. You lack a consistent visual identity. You ask three employees how they describe your organization and they say three different things. You have trouble answering the question “Why do we exist and what makes us special?” 1 2 3 4 Step 4: Brand Definition
- 14. Brand pillars Three to five attributes that define your organization’s strengths and value. These are internal statements that ensure your communications are unified and consistent. Step 4: Brand Definition
- 15. Introduction MIT SLOAN STUDENT LIFE OFFICE Brand pillar #1: Here for everyone The Student Life Office serves as a resource for MIT Sloan graduate and undergraduate students. It is a “first-stop” able to direct students to the resources they need, and is committed to respecting Sloan’s different student constituencies while celebrating the commonalities that make them part of a single community. Brand pillar #2: Supporting an integrated, collaborative culture The Student Life Office is guided by a belief that unique learning occurs when diverse students and groups are given opportunities to interact in authentic, meaningful ways. SLO activities provide a platform for connection, leadership development, and learning outside the classroom, and foster a collaborative culture shaped by the contribution of the students who are part of it. Brand pillar #3: A supportive resource, a trusted voice Because each member of the SLO staff is professional and trusted, the office has a unique opportunity to convey consistent messages about Sloan’s values and culture. The Student Life Office is one of the few at the School that reaches every student, and as such is well positioned to convey messages that define cultural norms, expectations, and the uniqueness of the Sloan experience. Step 4: Brand Definition
- 16. Brand personality Messaging Tone and voice: Develop language that captures your strengths and value, and be sure to use it consistently across all communications. Audience segmentation: While brand pillars should resonate with everyone who interacts with your organizations, different audiences may need distinct messages. Visual elements Logo or logotype: Create logo that works in print, on screen, and in small-scale placements. Visual identity: Develop a visual system that includes color palette, typographic palette, photography, illustration styles, and related design guidelines. Step 4: Brand Definition
- 19. Step 5: Time to Get Creative Visualization and Articulation
- 20. Craft a plan Go back to your initial communications wish list and see which pieces are still relevant. Reassess resources and timeline to develop a game plan for creating and rolling out communications. Step 5: Visualization and Articulation
- 21. Step 5: Visualization and Articulation Create a content outline Develop schematics / wireframes Establish look-and-feel and voice Solidify content requirements & word counts Develop design drafts Vet with stakeholders Plan for photography Prepare for production
- 22. Case Study: The Sustainability Initiative at MIT Sloan
- 23. IS&T Flexible grid: device width breakpoints The flexible layout is only one piece of a responsive website. Flexible images/media and Media queries (CSS3 specification) are necessary for layouts to function properly. 320px Phones portrait orientation 480px Phones landscape orientation 600px Small tablet portrait orientation 768px iPad portrait orientation MAX layout width - text column size reduced - design elements reduce in width - navigation reduces in width - images reduce size if necessary - grid changes for portrait width - some block elements shuffle for portrait width - design elements reduce in width - navigation reduces in width - images reduce size if necessary - new navigation orientation - grid changes for small device width - some block elements shuffle for mobile device users - text column sizes reduced - design elements reduce in width - images reduce size if necessary 1200px px widescreen laptops and large monitors 1024px iPad landscape orientation Small laptop/netbook prepared by Moth Design 9.19.2011
- 24. See All Lorem ipsum dolor sit amet Morbi leo risus, porta ac consectetur ac dolor Learn more Lorem ipsum sit vulputate Porta mollis ligula sit amet Malesuada risus ligula Venenatis vulputate dolor Process Dolor Sit Amet Lorem Ipsum Dolor Sit Curabitur blandit tempus porttitor. Vivamus sagittis lacus vel augue laoreet rutrum auctor. Read more Vivamus sagittis lacus vel augue laoreet rutrum auctor. Etiam porta sem malesuada magna mollis euismod.Parturient Malesuada Egestas Etiam porta sem malesuada magna mollis euismod.Maecenas sed diam . Read more 0.0 Homepage: Alternating image & descriptive content NOTES: Primary branding and messaging See page 1 for details Carousel: Project and individual profile See page 2 for details Descriptions with links Process shown (content type is flexible) Short descriptive text with site entry points Chart / graphic with short descriptions Process shown (content type is flexible) Can work combined with or separately from #3 Carousel: Images with captions Research news shown (content type is flexible) Row of large text entry points Descriptive text with button links 1 2 3 4 5 6 1 2 3 4 MIT Sloan Logo MIT SLOAN BRANDING TOPICS About Events Contact ACADEMIC EXPERIENCES RESEARCH & PRACTICE PARTNER WITH US MIT Sloan Sustainability MIT Sloan Sustainability Wireframes / April 1, 2013
- 25. Cras justo odio, dapibus ac facilisis in, egestas eget quam. Vestibulum id ligula porta felis euismod semper. Dolor Tristique Tellus Tortor Tortor Commodo Quam Academic Experiences Vestibulum id ligula porta felis euismod semper. MIT Sloan Logo MIT SLOAN BRANDING TOPICS About Events Contact ACADEMIC EXPERIENCES RESEARCH & PRACTICE PARTNER WITH US MIT Sloan Sustainability Courses Sustainability Certificate Profiles Careers Student Groups Get Involved Our goal is to train innovators lorem sit amet Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus. Integer posuere erat a ante venenatis dapibus posuere Curabitur blandit tempus porttitor. Vestibulum id ligula porta felis euismod semper. Aenean lacinia bibendum nulla sed consectetur. Curabitur blandit tempus porttitor. Sed posuere consectetur est at lobortis. Maecenas sed diam eget risus varius blandit sit amet non magna. Donec ullamcorper nulla non metus. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Integer posuere erat a ante venenatis dapibus posuere velit aliquet.dolor id nibh ultricies vehicula ut id elit. Maecenas sed diam eget risus varius blandit sit amet non magna. Etiam porta sem malesuada magna mollis euismod. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus. Integer posuere erat a ante venenatis dapibus posuere Curabitur blandit tempus porttitor. Vestibulum id ligula porta felis euismod semper. Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Lea Sustainability Certificate Read more at lorem Courses sit amet All Courses Cras justo odio, dapibus ac facilisis in, egestas eget quam. 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Topic lorem Topic dolor Location amet PROFILE Read more at lorem About sit amet TOPICS ACADEMIC EXPERIENCES RESEARCH & PRACTICE PARTNER WITH US About Events Contact MIT Sloan Sustainability Cras justo odio, dapibus ac facilisis in, egestas eget quam. Vestibulum id ligula porta felis euismod semper. Dolor Tristique Tellus Tortor Tortor Commodo Quam Academic Experiences Vestibulum id ligula porta felis euismod semper. MIT Sloan Logo MIT SLOAN BRANDING Courses Sustainability Certificate Profiles Careers Student Groups Get Involved Our goal is to train innovators lorem sit amet Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus. Integer posuere erat a ante venenatis dapibus posuere Curabitur blandit tempus porttitor. Vestibulum id ligula porta felis euismod semper. Aenean lacinia bibendum nulla sed consectetur. Curabitur blandit tempus porttitor. Sed posuere consectetur est at lobortis. Maecenas sed diam eget risus varius blandit sit amet non magna. Donec ullamcorper nulla non metus. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Integer posuere erat a ante venenatis dapibus posuere velit aliquet.dolor id nibh ultricies vehicula ut id elit. Maecenas sed diam eget risus varius blandit sit amet non magna. Etiam porta sem malesuada magna mollis euismod. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus. Integer posuere erat a ante venenatis dapibus posuere Curabitur blandit tempus porttitor. Vestibulum id ligula porta felis euismod semper. Morbi leo risus, porta ac consectetur ac, Sustainability Certificate Read more at lorem Courses sit amet All Courses Cras justo odio, dapibus ac facilisis in, egestas eget quam. Vestibulum id ligula Executive Education Cras justo odio, dapibus ac facilisis in, egestas eget quam. Vestibulum id ligula Action Learning Cras justo odio, dapibus ac facilisis in, egestas eget quam. Vestibulum id ligula Tablet Portrait 569-768px 768px shown1200px shown 1.0 Academic Experiences 1.0 Academic Experiences Tablet Landscape/Desktop 769–1200px
- 26. MIT Sloan Sustainability About Events Contact ACADEMIC EXPERIENCES RESEARCH & PRACTICE PARTNER WITH US TOPICS Our goal is to train innovators lorem sit Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Fusce dapibus, tellus ac cursus commodo Courses Duis mollis, est non commodo luctus, nisi erat porttitor ligulabus, tellus ac Sustainability Certificate Duis mollis, est non commodo luctus, nisi erat porttitor ligulabus, tellus ac Profiles Duis mollis, est non commodo luctus, nisi erat porttitor ligulabus, tellus ac Careers Duis mollis, est non commodo luctus, nisi erat porttitor ligulabus, tellus ac Student Groups Duis mollis, est non commodo luctus, nisi erat porttitor ligulabus, tellus ac Get Involved Duis mollis, est non commodo luctus, nisi erat porttitor ligulabus, tellus ac Dolor Tristique Tellus Tortor Aenean lacinia bibendum nulla sed consectetur. Curabitur blandit tempus porttitor. Sed posuere consectetur est at lobortis. Maece- nas sed diam eget risus varius blandit sit amet non magna. Donec ullamcorper nulla non metus. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Integer posuere erat a ante venenatis dapibus posuere velit aliquet.dolor id nibh ultricies vehicula ut id elit. Maecenas sed diam eget risus varius blandit sit amet non magna. Etiam porta sem malesuada magna mollis euismod. All Courses Cras justo odio, dapibus ac facilisis in, egestas eget quam. Vestibulum id ligula Action Learning Cras justo odio, dapibus ac facilisis in, egestas eget quam. Vestibulum id ligula Executive Education Cras justo odio, dapibus ac facilisis in, egestas eget quam. Vestibulum id ligula Tortor Commodo Quam Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus. Integer posuere erat a ante venenatis dapibus posuere Curabi- tur blandit tempus porttitor. Vestibu- lum id ligula porta felis euismod semper. Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Lea Sed posuere consectetur est at Nullam quis risus eget urna mollis ornare vel eu leo. Maecenas sed diam eget risus varius blandit sit amet non magna. Topic lorem Topic dolor Location amet PROFILE Sed posuere consectetur est at Nullam quis risus eget urna mollis ornare vel eu leo. Maecenas sed diam eget risus varius blandit sit amet non magna. Topic lorem Topic dolor Location amet PROFILE ACADEMIC EXPERIENCES Courses Academic Experiences Research & Practice Partner With Us Topics About Events Contact © 2013 MIT Sloan Sustainability Profiles Careers Sustainability Certificate Get Involved Student Groups MIT Sloan Logo Sed posuere consectetur est at Nullam quis risus eget urna mollis ornare vel eu leo. Maecenas sed diam eget risus varius blandit sit amet non magna. Topic lorem Topic dolor Location amet PROFILE PART ONE PART TWO PART THREE CONTINUED a CONTINUED a a
- 31. Case Study: Massachusetts College of Liberal Arts
- 32. MCLA VIEWBOOK CONTENT OUTLINE First Draft 15 May 2012 One of the ideas that keeps coming back to us as we flesh out this outline is the idea of impact. During our meetings you talked quite a bit about high impact learning in the context of academics, but in reality it touches every part of the MCLA experience, from classes and internships, to relishing the outdoors and local galleries, to dorm life and student clubs. This is an idea we would like to explore as an overarching theme for the piece. It would be reflected in headlines, messaging, etc. [Front cover] MCLA Headline TBD [IFC and page 1] Headline TBD • Letter from President Grant – In addition to talking about MCLA, this is an opportunity for us to do some thought leadership messaging around the value of a liberal arts education (selling the category as well as the product). [Pages 2 and 3] Academics: Headline TBD • Introductory copy – Brief intro to MCLA’s academic programs. This is another place where we work in messaging about the value and transferable skills of a liberal arts education. • List of majors – Do we want to include the concentrations? I’d vote no, but please weigh in. Also mention honors program. • Other non-undergraduate options – include brief mention of professional education and eMBA programs. MCLA: are there others? • SIDEBAR: Chart your course – One way to contextualize the MCLA academic experience is to show how students progress through their program. We are thinking about the idea of having a current student or recent graduate list one class they took each semester over the course of their four years that they feel shaped their education. This type of timeline would show the depth and breadth of your curriculum and the variety of areas your students can explore.
- 33. STUDENT LIFEFEATURE PHOTO MAJORS MINORS ADMISSIONS 08 10 11090706 PROFILE 1 PROFILE 2 PROFILE 1 PROFILE 2CENTER FOLD 04 0502 03IFC INTRO 01 12 17 FEATURE PHOTO ACADEMICSFEATURE PHOTO
- 37. Step 6: Keep Everyone in Line Ensuring consistency
- 38. Step 6: Ensuring consistency Brand Police Identify the “Brand Police” within your organization who will ensure that communications stay on brand consistently. The head of communications or marketing typically serves this role. Educate your people to ensure they understand the brand, its value, and how it should be used.
- 39. Common Pitfalls Be proactive, not reactive. Develop a communications calendar that maps to your needs and objectives and allocates resources so that you are not scrambling. Garnering buy-in can often be one of the most challenging components of a project, so get input early. Good writing and design go hand in hand. Build a team that can work collaboratively. Don’t underestimate the time and resources that in-house writing, design, and/or project management will add to your regular responsibilities.
- 40. THANK YOU