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Presentation given by Layne Fuller, Ed Van Poolen and Jason Kehrer at the 2013 CCCU PR/Communications Officers Conference at Seattle Pacific University. Presentation covers 10 common "blunders" that internal higher education marketing/communications departments make with brand http://cccu.org/ConferencesAndEvents/CalendarOfEvents/2013/6/2013-PR-Communications-Officers-Conference
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BLUNDERS &BRILLIANCE.
2013 PR/Communications Of!cers Conference
©2013 The Image Group
Video credit: AFV - http://www.youtube.com/watch?v=r8mkjNU2R7E
©2013 The Image Group
http://www.youtube.com/watch?v=r8mkjNU2R7E
Jason KehrerG.M., Ideation & Operations
Layne FullerAccount
Management
Ed Van PoolenCreative Director
©2013 The Image Group
Jason KehrerG.M., Ideation & Operations
Layne FullerAccount
Management
Ed Van PoolenCreative Director
©2013 The Image Group
ABOUT TIG
©2013 The Image Group
BLUNDERS
NO CAMPAIGN IRRELEVANCY INCONSISTENCY COOKIE CUTTERDESIGN BY
COMMITTEE
BAND-WAGONING INVESTMENT NO INTERNAL BUY-INPOOR IMPLEMENTATION WHAT PLAN?
©2013 The Image Group
NO CAMPAIGN
©2013 The Image Group
IRRELEVANCYVIDEO CREDIT: ADOBE http://www.youtube.com/watch?v=P81bb0Tzwbo
©2013 The Image Group
http://www.youtube.com/watch?v=P81bb0Tzwbo
INCONSISTENCY
©2013 The Image Group
COOKIE CUTTER CREATIVE
©2013 The Image Group
”When you make something no one hates, no one loves it.” — Tibor Kalman
DESIGN BY COMMITTEE
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POOR IMPLEMENTATION
Campaign tagline: Expert care made easy.
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BAND-WAGONING
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LACK OF INVESTMENT
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©2013 The Image Group
WHAT PLAN?
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NO INTERNAL BUY-IN
Dr. Joe Stowell, CSU President
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Why creative campaigns fail.
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”In every product are the seeds of drama that best expresses its value to the consumer.Finding that drama is most important task.”— Leo Burnett, 1961
©2013 The Image Group
The capacity to gain an accurate and deepunderstanding of a person or thing.
n:
Insight
©2013 The Image Group
©2013 The Image Group
Finding an insight.
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Use a process.
Attack the negative.
Work in teams.
Ask better questions. Think wrong.Change your perspective.
©2013 The Image Group
Use a process.
©2013 The Image Group
Ask better questions.
©2013 The Image Group
Think wrong.
The human brain tends to think along predetermined linear thought pathways. Such linear thinking can inhibit true innovation and creative exploration. — John Bielenberg
©2013 The Image Group
Implement well.
©2013 The Image Group
©2013 The Image Group
BE©2013 The Image Group
©2013 The Image Group
©2013 The Image Group
Confessions
CCCU
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Q & A©2013 The Image Group
Presentation materials:imagegroup.com/cpro13
@imagegroup
hello@imagegroup.com
laynef@imagegroup.com
Thank you.
@laynefuller @jasonkehreredvp1
edvp@imagegroup.com
jason.kehrer@imagegroup.com
jasonkehrer
©2013 The Image Group
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