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Making Your Message Stick

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Sametz Blackstone Associates
Sametz Blackstone Associates

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.

TechnologyDesign
1 of 42
Making your message stick CASE D1 Conference 2010
Tamsen S. McMahon Director, Digital & Strategic Initiatives tamsen@sametz.com @tamadear Tamsen S. McMahonDirector, Digital & Strategic InitiativesSametz Blackstone Associatestamsen@sametz.com@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
What you are 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
What you are What you do Why you do it 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. McMahon Director, Digital & Strategic Initiatives tamsen@sametz.com @tamadear Tamsen S. McMahonDirector, Digital & Strategic InitiativesSametz Blackstone Associatestamsen@sametz.com@tamadear
</seminar>

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Editor's Notes

  1. University of Miami
  2. Harvard
  3. The Boston Conservatory
  4. Working “Purpose Statement” for The Boston Conservatory
  5. http://www.flickr.com/photos/bistrosavage/42258966/