United Way Communications in 2013 - UI Class

Christoph Trappe
Christoph TrappePublic Relations Leader | Marketing + Communications Exec | Story Marketer | Author | Speaker |
United Way Communications
                      2013
                 University of Iowa
                  April 17, 2013


@ctrappe
Hi!
  • Who is this guy (@ctrappe) ? Where I came
    from … where I’m heading.




            ChristophTrappe.com
                 UWECI.org
@ctrappe
@ctrappe
@ctrappe
One more change: ZMOT




@ctrappe
The Zero Moment of Truth




@ctrappe
Channels




@ctrappe
Brand voice
           Serious, but fun. But not silly!

              Definitely not markety!




@ctrappe
What’s markety?
  • Avoid words like this:
      – This FANTASTIC event.
      – Everyone has/will have fun.
      – Biggest event ever.
      – The best
      – The fastest
      – The slickest

      From: ChristophsBlog.com
@ctrappe
@ctrappe
Step 2
  • Transcript posted to website
      – Web searches (Adds content and keywords)
      – Makes it easier for you to find quotes, etc., for
        other channels.




@ctrappe
Step 3
  • Determine other uses (if not done, yet)
  • Could depend on topic (Examples: KPACE,
    Powerball winner, campaign results)




@ctrappe
@ctrappe
@ctrappe
Questions?


@ctrappe
Did I go over time?

  Stay in touch:
  ctrappe@uweci.org
  319-804-9853
  Twitter.com/Ctrappe
  ChristophTrappe.com
  UWECI.ORG

@ctrappe
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United Way Communications in 2013 - UI Class

  • 1. United Way Communications 2013 University of Iowa April 17, 2013 @ctrappe
  • 2. Hi! • Who is this guy (@ctrappe) ? Where I came from … where I’m heading. ChristophTrappe.com UWECI.org @ctrappe
  • 5. One more change: ZMOT @ctrappe
  • 6. The Zero Moment of Truth @ctrappe
  • 8. Brand voice Serious, but fun. But not silly! Definitely not markety! @ctrappe
  • 9. What’s markety? • Avoid words like this: – This FANTASTIC event. – Everyone has/will have fun. – Biggest event ever. – The best – The fastest – The slickest From: ChristophsBlog.com @ctrappe
  • 11. Step 2 • Transcript posted to website – Web searches (Adds content and keywords) – Makes it easier for you to find quotes, etc., for other channels. @ctrappe
  • 12. Step 3 • Determine other uses (if not done, yet) • Could depend on topic (Examples: KPACE, Powerball winner, campaign results) @ctrappe
  • 16. Did I go over time? Stay in touch: ctrappe@uweci.org 319-804-9853 Twitter.com/Ctrappe ChristophTrappe.com UWECI.ORG @ctrappe