1 Maya Omar Smrd11part4

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1 Maya Omar Smrd11part4

  1. 1. NOSTALGIA History IDENTITY Memories Team Nostalgia Together Continuity Belonging Human Face Identity SLIP TIMINGTrust builds up slowly, Instant Gratification drops fast. (Timing) Misplaced loyalty. Different Habit 34

  2. 2. ACTION action action action ACTION action ACTIONaction action ACTIONaction action actionACTION action action ACTION The Findings ACTION action actionACtion action action action action
  3. 3. Donors define best and worst experiences as:BEST experiences : WORST experiences :•  make an impact •  no tangible results•  long term solutions •  short term solutions (Band-Aid)•  learn new things •  feel hopeless, powerless•  feel inspired, •  bombarded by uselessempowered information•  feel connected, loyal
 •  feel manipulated, distrustful
 Putting on a Play Small Part of an Assembly Line
 36

  4. 4. What are the cues for a play?CLEAR IMPACT INTERACTIVITY BELONGINGShow tangible impact Donors want to at least see Make people feel like partright away. A delay a bit of the action, if not of a larger picture.between donating and participate in some way. Donating is not just aseeing impact weakens They want to be inspired passive experience –the impression that and surprised by UNICEF. people are joining up fromUNICEF is getting things all over the world, doing itdone. together. 37

  5. 5. ACTION !"#$%& action action ACTION action ACTIONaction action ACTIONaction action actionACTION & Examples action action ACTION Recommendations ACTION !"#$%& actionACtion action action action !"#$%&
  6. 6. We
suggested
an
online
experience
that
felt
like

 being
part
of
a
play.
Thank YouThis DONATE
 week donors Chipoka accomplished… Malawi Trained 500 teachers Njoho Monies Received Built new school
  7. 7. Rather than dry,impersonal text, wecould reformulateinformation intostories, like a play. 40

  8. 8. It’s
difficult
to
build
a
foundation
on
the
edge.
 However, families on solid ground – in good health – are twice as likely to break free of poverty. For this reason, UNICEF helps families build on solid ground through: • Vaccines • Micronutrient Supplementation • Insecticide-treated Bed Nets • Safe Hygiene PracticesUNICEF:
Building
Children’s
Lives
Away
from
the
Edge

  9. 9. Don’t Answer the Following Marketing Questions Do you have an overall Frame/ Metaphor/Story for your brand? Are your words, metaphors, and images telling a consistent story? Can people tell your communication material from your competitors? 42

  10. 10. Don’t Think of the Following Research Implications Are you including the marketers, marketing material, and consumers in your research? Are you researching both the conscious and subconscious brains? Are you offering concrete solutions, with examples of execution, to your business partners? 43

  11. 11. Vwhs Rxw ri Brxu Iudph. Vwhs Lqwr Wkhluv. Step Out of Your Frame. Step Into Theirs. Cipher Key Letter + 3 = Code Vjcpm3Aqw
 ( ex. A + = D ) Thank You
 44


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