Presented by: Layne Fuller Jason Kehrer Ed Van Poolen Good communication tells your story in a way that speaks to your audiences and stands out from the other college advertising. It is important that your messages are relevant and that your creative is really, really good. In this session we will help you understand how to build on research and strategy, and start to think critically about creativity and communication. We will break down keys to creative communication and provide tips for finding insights.

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.

3. hello.

4. Lovely Owl, 2011
https://gimmebar.com/view/4ec54e1d300aaa704e000043

5. Science or art?

6. Learn all about your client’s
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.

10. strategy*

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

13. concept*

14. *Ideas
Visuals Themes
Taglines Headlines Brainstorms
Writer Art Director
Words & Pictures
Sketches Scenarios
Rationales Storytelling
Storyboards

15. execution*

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.

23. Breakthrough

26. Aha moment

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?

31. Others on insight.

32. Insights on
nding insights.

33. 3
2 4
1 5
8 6
7

34. Change your
perspective.

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.

54. Work in teams.

55. Two people together can do
things neither could do alone.
Tom McElligott, 1987

56. Embrace
opposition.

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

59. A mystery.

60. What’s your insight?

61. What’s our insight?

62. What:
Creative
communication
impacting culture.

63. Advertising is a business where
many of the standards are set by
people who don’t have any.
Ed McCabe, 1986

64. real. good.
communication.

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 institution—the heritage, vision,
mission, tone and feel. They need to preserve the core of and stimulate progress for your institution.
• Creative ideas have to be memorable—they need to be simple and distinct.
• Creative ideas need to age well—they 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. They’re looking for tags, bright spots, quick
connections. If they’re interested, they’ll go deeper. And when they go deeper it better be worth their while—not too
much fluff.
• Photography should be real and engaging. It shouldn’t look like it came from “everyman’s 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