What are you passionate about? Are your employees passionate? Are your customers passionate? Is your passion for the job waining already during Q1? These are all common topics we discussed in this Month's webinar. This month, Fluid talked everything passion. Playing off the month of love, we decided to talk about a different type of passion -- passion in the workplace. We were joined by Katherine Fife and Tony Mastracci, both of the Community Foundation of Utah, in addition to Fluid's Dustin Cederholm.

1. Passion for Growth
O u r p a s s i o n s m o v e u s t o d o g r e a t t h i n g s a n d h e l p u s e n j o y
t h e m a l o n g t h e w a y. H e r e ’ s h o w F l u i d , t h e C o m m u n i t y
F o u n d a t i o n o f U t a h , a n d o t h e r l o c a l c o m p a n i e s u s e i t t o
d r i v e t h e i r b u s i n e s s .

2. Katherine Fife
Director of Philanthropy,
Community Foundation
of Utah
Dustin Cederholm
Digital Conversion Strategist,
Fluid Advertising
Tony Mastracci
Director of Innovation,
Community Foundation
of Utah
Katherine Fife provides oversight of
the Foundation’s philanthropic funds
and donors to those funds.
A Utah native, she has worked in the
nonprofit sector for nearly two
decades. In addition to her
experience with community
foundations and philanthropy, she
has managed all aspects of a
nonprofit organization.
Tony Mastracci has over 20 years of
experience in nonprofit operations
and state and local government.
Tony is an Adjunct Instructor at the
University of Utah’s Public
Administration Program and an
Associate at the Institute of Local
Government Studies at the
University of Birmingham, UK.
@UtahCF @UtahCF @DustinCederholm / @GetFluid
Dustin has been a professional
marketer for just under a decade. He
specializes in marketing automation,
conversion rate optimization, and
enterprise lead generation. In his years
as a marketer Dustin has helped large
and small businesses successfully
execute marketing campaigns leading
to millions of dollars in new revenue.

3. @GetFluid
#FluidWebinarSeries
@UtahCF

4. What Is Passion?

5. 5
Definitions of Passion
W e b s t e r : a s t r o n g f e e l i n g o f e n t h u s i a s m o r
e x c i t e m e n t f o r s o m e t h i n g o r a b o u t s o m e t h i n g
F a i t h - b a s e d : t h e s u f f e r i n g s o f C h r i s t b e t w e e n t h e
n i g h t o f t h e L a s t S u p p e r a n d h i s D e a t h
C o p y w r i t i n g : t h e f o c u s o n e m o t i o n a l a s p e c t s o f
w r i t t e n c o p y t o a f f e c t r e a d e r s i n a m o r e p e r s o n a l
m a n n e r ; o f t e n c o n s i d e r t h e u s e o f b e n e f i t- c e n t r i c c o p y
i n p l a c e o f f e a t u r e - c e n t r i c m e s s a g e s

6. What Makes You Passionate?

7. 7
Why We Can Talk About Passion

8. What Makes A Consumer Passionate?

9. 9
Understanding What Drives Your Customer
Image source: https://theprogressivecynic.com/2013/12/02/the-greed-that-stole-thanksgiving/

10. 10
Understanding What Drives Your Customer
Image source: http://www.thinmartian.com/blog/2014/10/how-to-use-ad-agency-psychology-to-improve-your-
website

11. How To Maintain Passion?

12. 12
Make a Plan
Imager source: https://www.kickstarter.com/projects/angeliatrinidad/passion-planner-start-focusing-on-what-
really-matt

13. 13
Don’t Forget What Got You Here

14. 14
Don’t Rest On Your Laurels
Image source: http://calculategrossprofit.com.au/book/what-got-you-here-wont-get-you-there/

15. 15
It’s Ok To Cheat?

16. Passion Realized
A q u i c k l o o k a t s o m e o f o u r f a v o r i t e p a s s i o n p r o j e c t s .

17. 17
MedalMinder

18. 18
Purpose Portfolio

19. 19
Ruby Snap Cookies

20. 20
Even Stevens Sandwiches

21. IN SUMMARY
• Passion in business and marketing is when we focus on what we have a strong
emotional tie to and express that to the consumer we want to attract.
• Focus on benefits not features, it will resonate more with your consumer and
lead to better engagement and ultimately more sales.
• Make a plan. Identify your company tone and make sure it speaks to the
customer, not your company or product.
• Don’t stop doing what you did to be successful but don’t get stuck with the same
strategy year after year.
• Look back at previous work you did that was successful and repurpose to save
time and money.
• Check out other brands that do this well and use elements from their work that
would work well in your business model.

22. Questions?
H a v e a q u e s t i o n a b o u t p a s s i o n ? A s k i t n o w .

23. THANK YOU
@GetFluid
#FluidWebinarSeries
@UtahCF