"The Subtle Art of Getting Noticed" - 2012 CCCU PR/Comm Conference


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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.

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"The Subtle Art of Getting Noticed" - 2012 CCCU PR/Comm Conference

  1. 1. 2012 CCCU PR/CommunicationsOf cers ConferenceJanuary 5, 2012 - Tuscon, AZBreakout Session: “The Subtle Art of Getting Noticed.”The Image Group - Holland, MI
  2. 2. The Subtle Art ofGetting Noticed.
  3. 3. hello.
  4. 4. Lovely Owl, 2011https://gimmebar.com/view/4ec54e1d300aaa704e000043
  5. 5. Science or art?
  6. 6. Learn all about your client’sproduct. You write better whenyou have something to writeabout. Bill Bernbach, 1962
  7. 7. 1 2 3strategy concept executionWhat to say. How to say it. Saying it.
  8. 8. 1 2 3strategy concept executionWhat to say. How to say it. Saying it.
  9. 9. 1 2 3strategy concept executionWhat to say. How to say it. Saying it.
  10. 10. strategy*
  11. 11. *Organizational Review Focus GroupsQualitative & Quantitative Research Positioning Brand Audit BHAGs Interviews Asking Questions Challenging PerceptionsCompetition SWOT Communication Planning Marketing Media Plan Creative Strategy
  12. 12. concept*
  13. 13. *Ideas Visuals ThemesTaglines Headlines Brainstorms Writer Art Director Words & Pictures Sketches Scenarios Rationales Storytelling Storyboards
  14. 14. execution*
  15. 15. *Write Layout & Design Paint Draw Tweet PostPhotograph Video Script Record Edit Sculpt Code Print Program Place Measure Evaluate
  16. 16. insight 1 2 3strategy concept executionWhat to say. How to say it. Saying it.
  17. 17. insight-nthe capacity to gainan accurate & deepintuitive understandingof a person or thing.
  18. 18. Not the message;not the creative.
  19. 19. Mad Men, The Wheel, 2007youtube.com/watch?v=R2bLNkCqpuY
  20. 20. In every product are the seeds ofa drama that best expresses itsvalue to the consumer.Finding that drama is our mostimportant task. Leo Burnett, 1961
  21. 21. Rarely thought of or dwelt on.
  22. 22. Breakthrough
  23. 23. Aha moment
  24. 24. Its A Wonderful Life, 1946
  25. 25. Clarence: Hmmm, this isnt gonna be so easy. Yeah! So you still think killing yourself would make everyone feel happier, eh?George: Oh, I dont know. I guess youre right. I suppose it would have been better if Id never been born at all.Clarence: Whatd you say?George: I said I wish Id never been born.Clarence: Oh, you mustnt say things like that. You... Wait a minute. Wait a minute. Thats an idea.
  26. 26. Its A Wonderful Life, 1946
  27. 27. Youve been given a great gift, George...a chance to see what the world would be like without you.Strange, isnt it?Each mans life touches so many other lives and when he isntaround he leaves an awful hole, doesnt he?
  28. 28. Others on insight.
  29. 29. Insights onnding insights.
  30. 30. 3 2 41 5 8 6 7
  31. 31. Change yourperspective.
  32. 32. Juvenile Protective Association, Hide & Seek, 1996 http://youtu.be/iURQ1yk_XOw
  33. 33. Find a new twist.
  34. 34. Burger King, Whopper Freakout, 2007 www.whopperfreakout.com/embed.swf
  35. 35. Look at yourmission, vision & values.
  36. 36. Cornerstone University, CU IN 3D, 2009 vimeo.com/5166386
  37. 37. Ask the right questions.
  38. 38. No one has ever found a brilliantadvertising solution by talking.Most have been discovered bylistening. Hal Newsome, 1983
  39. 39. Question negative perceptions.
  40. 40. WMU Smart Ride YouTube Channel youtube.com/WMUsmartride
  41. 41. Western Michigan University, Not Smart, 2011 vimeo.com/30039218
  42. 42. Look at the numbers.
  43. 43. Work in teams.
  44. 44. Two people together can dothings neither could do alone. Tom McElligott, 1987
  45. 45. Embraceopposition.
  46. 46. When two minds always agree,one is doing all of the thinking. Old Proverb, Unknown
  47. 47. 3 2 41 5 8 6 7
  48. 48. A mystery.
  49. 49. What’s your insight?
  50. 50. What’s our insight?
  51. 51. What:Creativecommunicationimpacting culture.
  52. 52. Advertising is a business wheremany of the standards are set bypeople who don’t have any. Ed McCabe, 1986
  53. 53. real. good.communication.
  54. 54. When you tell the truth,people pay attention. Jerry Della Famina, 1970
  55. 55. Q&A
  56. 56. The Image Group, Video Reel, 2011 vimeo.com/21994795
  57. 57. © LAYNE. laynef@imagegroup.com @laynefullerJASON. jason.kehrer@imagegroup.com @jasonkehrer ED. edvp@imagegroup.com @edvp @imagegroup | imagegroup.com | 616.393.9588
  58. 58. The Subtle Art of Getting NoticedA presentation by The Image Groupon January 5, 2010 at the CCCU ConferenceCharacteristics 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.31 East 8th St. Suite 200, Holland, MI 49423 | 616.393.9588 | imagegroup.com
  59. 59. Creative BriefClient:Job Name:Date: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:31 East 8th St. Suite 200, Holland, MI 49423 | 616.393.9588 | imagegroup.com