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2012 CCCU PR/Communications
Of cers Conference
January 5, 2012 - Tuscon, AZ
Breakout Session: The Subtle Art of Getting Noticed.
The Image Group - Holland, MI
The Subtle Art of
Getting Noticed.
hello.
Lovely Owl, 2011
https://gimmebar.com/view/4ec54e1d300aaa704e000043
Science or art?
Learn all about your clients
product. You write better when
you have something to write
about.
                    Bill Bernbach, 1962
1               2                3

strategy       concept          execution
What to say.   How to say it.     Saying it.
1               2                3

strategy       concept          execution
What to say.   How to say it.     Saying it.
1               2                3

strategy       concept          execution
What to say.   How to say it.     Saying it.
strategy*
*Organizational Review
       Focus Groups
Qualitative & Quantitative Research
 Positioning Brand Audit BHAGs
      Interviews Asking Questions
       Challenging Perceptions
Competition SWOT
          Communication Planning
   Marketing Media Plan
               Creative Strategy
"The Subtle Art of Getting Noticed" - 2012 CCCU PR/Comm Conference
concept*
*Ideas
    Visuals Themes
Taglines Headlines Brainstorms
      Writer Art Director
              Words & Pictures
  Sketches Scenarios
       Rationales Storytelling
                Storyboards
execution*
*Write
      Layout & Design
    Paint Draw Tweet Post
Photograph Video Script Record
     Edit Sculpt Code Print
           Program Place
      Measure
             Evaluate
insight
     1               2                 3

strategy       concept           execution
What to say.   How to say it.      Saying it.
insight
-n
the capacity to gain
an accurate & deep
intuitive understanding
of a person or thing.
Not the message;
not the creative.
Mad Men, The Wheel, 2007
youtube.com/watch?v=R2bLNkCqpuY
In every product are the seeds of
a drama that best expresses its
value to the consumer.
Finding that drama is our most
important task.
                     Leo Burnett, 1961
Rarely thought of
  or dwelt on.
Breakthrough
"The Subtle Art of Getting Noticed" - 2012 CCCU PR/Comm Conference
"The Subtle Art of Getting Noticed" - 2012 CCCU PR/Comm Conference
Aha moment
It's A Wonderful Life, 1946
Clarence: Hmmm, this isn't gonna be so easy.
          Yeah! So you still think killing yourself would make everyone
          feel happier, eh?

George:    Oh, I don't know.
          I guess you're right.
          I suppose it would have been better if I'd never been born
          at all.

Clarence: What'd you say?

George:    I said I wish I'd never been born.

Clarence: Oh, you mustn't say things like that.
          You...
          Wait a minute. Wait a minute.
          That's an idea.
It's A Wonderful Life, 1946
You've been given a great gift, George...

a chance to see what the world would be like without you.




Strange, isn't it?

Each man's life touches so many other lives and when he isn't
around he leaves an awful hole, doesn't he?
Others on insight.
Insights on
nding insights.
3
    2       4

1               5

    8       6
        7
Change your
perspective.
Juvenile Protective Association, Hide & Seek, 1996
                           http://youtu.be/iURQ1yk_XOw
Find a new twist.
Burger King, Whopper Freakout, 2007
       www.whopperfreakout.com/embed.swf
Look at your
mission, vision
  & values.
Cornerstone University, CU IN 3D, 2009
                      vimeo.com/5166386
"The Subtle Art of Getting Noticed" - 2012 CCCU PR/Comm Conference
Ask the right
 questions.
No one has ever found a brilliant
advertising solution by talking.
Most have been discovered by
listening.
                   Hal Newsome, 1983
Question negative
  perceptions.
"The Subtle Art of Getting Noticed" - 2012 CCCU PR/Comm Conference
"The Subtle Art of Getting Noticed" - 2012 CCCU PR/Comm Conference
WMU Smart Ride YouTube Channel
           youtube.com/WMUsmartride
"The Subtle Art of Getting Noticed" - 2012 CCCU PR/Comm Conference
"The Subtle Art of Getting Noticed" - 2012 CCCU PR/Comm Conference
"The Subtle Art of Getting Noticed" - 2012 CCCU PR/Comm Conference
"The Subtle Art of Getting Noticed" - 2012 CCCU PR/Comm Conference
Western Michigan University, Not Smart, 2011
                            vimeo.com/30039218
Look at the
 numbers.
"The Subtle Art of Getting Noticed" - 2012 CCCU PR/Comm Conference
Work in teams.
Two people together can do
things neither could do alone.
                   Tom McElligott, 1987
Embrace
opposition.
When two minds always agree,
one is doing all of the thinking.
                   Old Proverb, Unknown
3
    2       4

1               5

    8       6
        7
A mystery.
Whats your insight?
Whats our insight?
What:
Creative
communication
impacting culture.
Advertising is a business where
many of the standards are set by
people who dont have any.
                    Ed McCabe, 1986
real. good.
communication.
When you tell the truth,
people pay attention.
                Jerry Della Famina, 1970
Q&A
The Image Group, Video Reel, 2011
                  vimeo.com/21994795
息


   LAYNE. laynef@imagegroup.com @laynefuller

JASON. jason.kehrer@imagegroup.com @jasonkehrer

       ED. edvp@imagegroup.com @edvp




   @imagegroup | imagegroup.com | 616.393.9588
The Subtle Art of Getting Noticed
A presentation by The Image Group
on January 5, 2010 at the CCCU Conference



Characteristics 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 institutionthe heritage, vision,
    mission, tone and feel. They need to preserve the core of and stimulate progress for your institution.

   Creative ideas have to be memorablethey need to be simple and distinct.

   Creative ideas need to age wellthey 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. Theyre looking for tags, bright spots, quick
    connections. If theyre interested, theyll go deeper. And when they go deeper it better be worth their whilenot too
    much fluff.

   Photography should be real and engaging. It shouldnt look like it came from everymans 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
Creative Brief
Client:
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

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

  • 1. 2012 CCCU PR/Communications Of cers Conference January 5, 2012 - Tuscon, AZ Breakout Session: The Subtle Art of Getting Noticed. The Image Group - Holland, MI
  • 2. The Subtle Art of Getting Noticed.
  • 6. Learn all about your clients product. You write better when you have something to write about. Bill Bernbach, 1962
  • 7. 1 2 3 strategy concept execution What to say. How to say it. Saying it.
  • 8. 1 2 3 strategy concept execution What to say. How to say it. Saying it.
  • 9. 1 2 3 strategy concept execution What to say. How to say it. Saying it.
  • 11. *Organizational Review Focus Groups Qualitative & Quantitative Research Positioning Brand Audit BHAGs Interviews Asking Questions Challenging Perceptions Competition SWOT Communication Planning Marketing Media Plan Creative Strategy
  • 14. *Ideas Visuals Themes Taglines Headlines Brainstorms Writer Art Director Words & Pictures Sketches Scenarios Rationales Storytelling Storyboards
  • 16. *Write Layout & Design Paint Draw Tweet Post Photograph Video Script Record Edit Sculpt Code Print Program Place Measure Evaluate
  • 17. insight 1 2 3 strategy concept execution What to say. How to say it. Saying it.
  • 18. insight -n the capacity to gain an accurate & deep intuitive understanding of a person or thing.
  • 19. Not the message; not the creative.
  • 20. Mad Men, The Wheel, 2007 youtube.com/watch?v=R2bLNkCqpuY
  • 21. In every product are the seeds of a drama that best expresses its value to the consumer. Finding that drama is our most important task. Leo Burnett, 1961
  • 22. Rarely thought of or dwelt on.
  • 27. It's A Wonderful Life, 1946
  • 28. Clarence: Hmmm, this isn't gonna be so easy. Yeah! So you still think killing yourself would make everyone feel happier, eh? George: Oh, I don't know. I guess you're right. I suppose it would have been better if I'd never been born at all. Clarence: What'd you say? George: I said I wish I'd never been born. Clarence: Oh, you mustn't say things like that. You... Wait a minute. Wait a minute. That's an idea.
  • 29. It's A Wonderful Life, 1946
  • 30. You've been given a great gift, George... a chance to see what the world would be like without you. Strange, isn't it? Each man's life touches so many other lives and when he isn't around he leaves an awful hole, doesn't he?
  • 33. 3 2 4 1 5 8 6 7
  • 35. Juvenile Protective Association, Hide & Seek, 1996 http://youtu.be/iURQ1yk_XOw
  • 36. Find a new twist.
  • 37. Burger King, Whopper Freakout, 2007 www.whopperfreakout.com/embed.swf
  • 38. Look at your mission, vision & values.
  • 39. Cornerstone University, CU IN 3D, 2009 vimeo.com/5166386
  • 41. Ask the right questions.
  • 42. No one has ever found a brilliant advertising solution by talking. Most have been discovered by listening. Hal Newsome, 1983
  • 43. Question negative perceptions.
  • 46. WMU Smart Ride YouTube Channel youtube.com/WMUsmartride
  • 51. Western Michigan University, Not Smart, 2011 vimeo.com/30039218
  • 52. Look at the numbers.
  • 55. Two people together can do things neither could do alone. Tom McElligott, 1987
  • 57. When two minds always agree, one is doing all of the thinking. Old Proverb, Unknown
  • 58. 3 2 4 1 5 8 6 7
  • 63. Advertising is a business where many of the standards are set by people who dont have any. Ed McCabe, 1986
  • 65. When you tell the truth, people pay attention. Jerry Della Famina, 1970
  • 66. Q&A
  • 67. The Image Group, Video Reel, 2011 vimeo.com/21994795
  • 68. LAYNE. laynef@imagegroup.com @laynefuller JASON. jason.kehrer@imagegroup.com @jasonkehrer ED. edvp@imagegroup.com @edvp @imagegroup | imagegroup.com | 616.393.9588
  • 69. The Subtle Art of Getting Noticed A presentation by The Image Group on January 5, 2010 at the CCCU Conference Characteristics 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 institutionthe heritage, vision, mission, tone and feel. They need to preserve the core of and stimulate progress for your institution. Creative ideas have to be memorablethey need to be simple and distinct. Creative ideas need to age wellthey 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. Theyre looking for tags, bright spots, quick connections. If theyre interested, theyll go deeper. And when they go deeper it better be worth their whilenot too much fluff. Photography should be real and engaging. It shouldnt look like it came from everymans 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
  • 70. Creative Brief Client: 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