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One of the hardest things to do is to create an authentic marketing message that appeals to students. As you know, students can see through fluff and nonsense with x-ray vision. In this presentation, I share the experiences of the UC Berkeley team tasked with getting students to participate in our campus wide emergency alerts system - WarnMe. We used jokes that would appeal to juveniles (or so we thought), bad language that would help us blend in (or so we thought) and even sex talk that would drive the point home (or so we thought). Take an exciting, laugh a minute journey through the creation, destruction, creation, destruction and third life of a legendary marketing campaign (or so we think). This presentation communicates the need to be flexible and to rethink assumptions when creating messaging targeted at students. We also share our strategies for pre-testing and fine-tuning the creative work and how we worked with campus partners to extend our reach. Naturally, all this was done with a “higher ed” budget. (This presentation was made at EduWeb 2013 by Ram Kapoor, Executive Director, Marketing & Digital Communications, University of California, Berkeley.) Read less