making your message stick
DESCRIPTION
Explore how schools are embracing the idea of "sticky" messages to create simpler, more compelling cases for support.Table seminar presented at the CASE District 1 2010 Conference in Boston, January 27-29, by Tamsen McMahon.TRANSCRIPT
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Sametz Blackstone Associates
Making your message stick
CASE D1 Conference 2010
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Tamsen S. McMahonDirector, Digital & Strategic [email protected]@tamadear
Tamsen S. McMahonDirector, Digital & Strategic InitiativesSametz Blackstone Associates
[email protected]@tamadear
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what sticks?
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…to educate and nurture students, to create knowledge, and to provide service to our community and beyond. Committed to excellence and proud of the diversity of our [higher ed] family, we strive to develop future leaders of our nation and the world.
© Sametz Blackstone Associates
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…to create knowledge, to open the minds of students to that knowledge, and to enable students to take best advantage of their educational opportunities
© Sametz Blackstone Associates
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(not those)
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SimpleUnexpectedConcreteCredibleEmotionalStoriesS
Made to Stick, Chip and Dan Heath
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So what’s the problem?
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The Curse of Knowledge
http://www.flickr.com/photos/wonderlane/3089163372/
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simple
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http://www.flickr.com/photos/stevensnodgrass/4017403148/
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Thecommander’sintent
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1. What you are
2. What you do
© Sametz Blackstone Associates
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The God Particle
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unexpected
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We train exceptional performing artists for careers that enrich and transform the human experience, using the skills, creativity, and courage nourished in our vibrant multidisciplinary community of artists and educators.
© Sametz Blackstone Associates
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We train working performing artists.
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Create a curiosity gap
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concrete
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transportation
© Sametz Blackstone Associates
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http://www.flickr.com/photos/steffe/3087200262/
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What does “excellence” look like?
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credible
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http://www.flickr.com/photos/alancleaver/3405608142/
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Don’t lie
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Use “Brand Judo”
http://www.flickr.com/photos/parrhesiastes/2566999335/
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emotional
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Find the “so what?”.
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stories
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Avoid“Genre Bias”
http://www.flickr.com/photos/wonderlane/3089163372/
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Tell your stories in medias res.
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last thoughts
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Be prepared
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1. What you are
2. What you do
3. Why you do it
4. How you do it
© Sametz Blackstone Associates
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Let it go
http://www.flickr.com/photos/bistrosavage/42258966/
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http://www.flickr.com/photos/10604632@N02/2673376797/
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Tamsen S. McMahonDirector, Digital & Strategic [email protected]@tamadear
Tamsen S. McMahonDirector, Digital & Strategic InitiativesSametz Blackstone Associates
[email protected]@tamadear
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</seminar>