Last year, I designed a field guide to help first time students to WVU navigate Morgantown. (I will disclose that I am by no means a native of West Virginia, but the listed attractions are places I have visited since I first began attending Integrate back in 2012.) Since your time in Morgantown will be limited, what attractions are you going to visit as part of INTEGRATE weekend? If you have been to INTEGRATE before, what destinations outside of the campus will you try to visit? Comment below and help me add to the INTEGRATE 2014 Field Guide.
It’s not uncommon for me to save two or three versions of the same photo while editing. Even on the simplest subject, a change in contrast or saturation can really impact the overall mood of the photo.
Tone is something that, as IMC professionals in various pockets of the field, we all implement differently. While a photographer may rely on lighting, a graphic designer on typeface, a copy writer on word choice, and a brand manager on media channel selection, all leverage tone as a tool for their craft.
As a reporter, I find that my lead sets the tone for a story.
Whatever the medium, a tone can produce results if it resonates with the audience. Analytics firm Curalate studied more than 8 million Instagram images to discover that those with a blue tint received 24 percent more likes than other colors.
Here’s my question: Is leveraging tone an art or a science?
I was very excited to attend the Association of College Unions International (ACUI) 2014 Annual Conference in Orlando, Fl. as part of my professional development plan this year. This year marks the 100th anniversary celebration and what better way to celebrate than with great friends, excellent ed. sessions, fantastic keynote speakers, and the sunshine that (I am sure) is on its way to the midwest soon? I know we’re getting a little lengthy with this post, but there were so many great things I wanted to share with you during this five day conference! Buckle up and here we go!
I am a firm believer that the keynotes and ed sessions of a conference make or break the experience. This year’s planning team really had their work cut out for them because they were not only planning the conference, but they also worked with the 100th Anniversary Team to create an extraordinary experience for conference attendees. The keynote selections at this conference were some of the very best I’ve seen. The conference kicked off with a keynote by Jeff Salingo who addressed the role of the college union and the value of an undergraduate degree. He shared great thoughts challenging our view of a traditional college experience. Next, the planning committee incorporated one of my favorite sessions from last year, ACUI Talks. If you ever have to plan a conference, I highly recommend incorporating this into your theme. ACUI Talks was our version of TED Talks. There were four keynote speakers who shared their perspective on storytelling for about 18 minutes each. There were speakers ranging from David Coleman, the Dating Doctor, (who shared the most incredible personal stories) to Bill Mosher (who directs the PBS special, Visionaries). Each presenter brought their own unique view on the importance of sharing our story. This session got me thinking about how well we tell our story at the University Center, specifically in the Graphics & Marketing department. Our story is what sets us apart from every other organization, business, and company on the planet. It should be the foundation of our brand and radiate through all of our messaging. I think that at times we get caught up in the “sell, sell, sell” aspect of business and forget that who we are and what we do matters. Are you doing a good enough job telling your story? The conference also facilitated a panel discussion between four university presidents and surprisingly three of them were women. It was inspiring to hear their stories and life experiences.
The last keynote presentation was Laura Ling who is a journalist who was held captive in North Korea. Again, her session focused on storytelling, but also on hope. Both topics were themes throughout the conference. As I was sitting in an educational session by a friend of mine, I began to think…how many times do we put out ideas and projects with the hope that they work? At times, we got too caught up in budgets and numbers and analysis and forget that we need to believe in the ideas that we have. I am completely in favor of analysis and research however; there comes a point where we have to stop and say, this is the right thing…I believe this is going to work. The theme of the conference reminded me of an interview I saw a while back that said if you don’t believe in your ideas, how do you expect others to do so?
I’d like to share so many more of stories that were told by keynote speakers, but I just would not do them justice. I highly recommend you look them up if you’re in need of a conference keynote speaker. Finally, I’d like to share with you a few of my take-aways from the conference.
- Do something that you’ve never done. When I went to the conference, I had my entire schedule planned out thanks to Guidebook (an interactive scheduling app that lets you create your own conference schedule based on the one provided by the conference. LOVE IT) However, it occurred to me that I had picked every technology, marketing, and supervisory session out there. I wasn’t doing anything new, I wasn’t pushing myself to learn new things. So, after much researching and planning before the conference, I changed most of my schedule and attended sessions I would have never thought to attend before.
- Push yourself to be a well rounded professional. One of the members of the presidents panel said that you need to have a diverse portfolio. Again, push yourself to meet new people and try new things to broaden your horizons. Part of the reason that I get so excited to attend ACUI is because I didn’t go to school for Student Affairs. Conferences are a great way to supplement your professional development.
- Find a mentor! This doesn’t have to be someone that you have immediate contact with on a daily basis, but select your list of people that you can call no matter what for advice and an impromptu therapy session.
- Under promise-over deliver, don’t hold a grudge, forgive quickly, and don’t settle. All of these were extremely wise words from a university president that we often forget when life gets busy.
What do you take into consideration when designing your professional development plan? What are your must attend conferences?
INTEGRATE 2014 will be kicking off in roughly two months with not to be missed breakout sessions and featured speakers! Being held in an intimate academic setting affords you, the attendee, the opportunity to directly interact with IMC thought leaders. As a two time conference attendee, I encourage you to become part of the discussion early and often on the issues that directly impact your industry, career, and academic future. Make this weekend an annual event where you completely devote yourself to IMC professional development. What you will take away will be more valuable than the financial and personal commitment you will have to exert to make it out to Morgantown during the weekend of May 30th-31st.
Looking at the schedule, one of the featured speakers that I am most excited to see this year is Gini Dietrich, founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm.
In preparation for the release of her new book, Gini posted an opportunity to her followers on Spinsucks.com to become ambassadors of the book. She had over 800 responses and her team narrowed down the applicant list to 160. I entered my name into the pool and was selected as a Spin Sucks ambassador and was afforded the opportunity to read the book in advance of the release!
If you are looking for a holistic guide to navigating the PR field, this book should be considered your bible. I found Gini’s perspective refreshing and I trust her claims and examples because they are backed by a PR/IMC professional who has all the necessary industry credentials and accolades.
Outside of academic material, which can often be too cerebral, outdated, or action-oriented, this book exceeded my expectations. As an avid business book reader, this book has tips and tricks that I have not used or heard of yet. A few of my favorite tips and tools included: Talkwalker Alerts, Manage the Content Scrapers, and Livefrye.
In regards to the specific field of IMC, this book will resonate even with students, like myself, who do not have a traditional PR background. If nothing else, you will better be able to appreciate a field that has disdainfully been labeled as a spin producing factory. At the conclusion of the book, I was distinctly left with the impression that Gini is trying to help the PR industry take back the field (minus the spin) by redefining the future of the industry.
If I have not been able to convince you to start to follow Gini, she will sway you better with the award winning thought leadership content she shares on social media. Just Google her name and you will see the full list of industry accolades that she and her team have been able to achieve without the use of spin! After all, spin really does suck.
I hope you were one of the first 50 registrants for INTEGRATE 2014. I heard that you will be receiving a complimentary copy of her book! If you did not sign up in time, her book is available both in print and in electronic formats from your trusted fine retailers. If you purchase the book before April 5th and email Gini
(email@example.com | Subject Line: I Bought Spin Sucks!) a receipt she will send you free ebooks and webinars. She continues posting even more content.
If you have read her book, help spread the message that #SpinSucks across your social channels.
Since we are about two months away from the conference, you still have time to read Spin Sucks! Come prepared for a lively discussion at INTEGRATE, just make sure to leave any and all spin at home. See you at INTEGRATE 2014!
A recent discussion in my Brand Equity Management class reminded me of an obvious yet sometimes overlooked truth. Certain brands can be as polarizing as people. A lot of that, I think, stems from the degree and appeal of brand culture.
Cases in point: Ikea and Starbucks.
Ikea isn’t just a store. It’s an inspiration showroom. The three-step shopping process, from design possibility presentation to smaller purchase temptation to commitment-pieces greeting customers in the warehouse, is very customer-centered. Throw in quintessential Ikea rulers/pencils, yellow carts, pathway-guiding arrows, and quirky products that comprise the store experience, and I’m hooked. Not to mention the DIY at-home assembly.
Of course, the things that appeal to me don’t appeal to everyone. I’m sure you’ve either heard or said some of the following remarks:
I hate putting Ikea furniture together. The instructions are useless. The store is hard to navigate. Ikea furniture is cheap.
Like Ikea, Starbucks has its “haters.” I’ll admit, my past hesitation toward the brand probably came from not knowing what I was ordering- stand in line behind a regular whose order specifications are down to the milk percentage and number of flavor shots… It can get intimidating if you’re unfamiliar with the lingo.
The identity that feeds into being a loyal Starbucks customer has grown on me, though. The simple thrill that comes from seeing your name written on a cup is one way the brand makes you feel special. Recently, I’ve added the Pittsburgh design from the You Are Here line to my own growing collection of mugs. The new line features abstract skylines of famous cities throughout North America, and each city mug is only sold in that city’s Starbucks stores. Again, the brand knows how to build consumer identity and loyalty.
What other brands do you think have a love-hate following?
250words.com is a site that debuted this year that provides book lists, interviews, novel advice, and opinions on the wisdom of business books. As described in their introductory post, “The main component of 250 Words is an original daily essay—250 words long. These pieces are not summaries or reviews but intended to excavate useful anecdotes and interesting ideas from books on management, leadership, investing, finance, marketing, psychology, and any other topic that touches on business—no matter how tangentially. The emphasis is on wisdom and practical advice. We want to provide ideas that will help you rethink the world and your work within it.”
If you sign up like I did, you are eligible to receive a free ebook from Bookshout.com.
What books do you want to learn more about in 250 words or less?
A few of the books on my reading list have been broken down into sizable chunks of wisdom:
This year, I’m picking the Louisville Cardinals to win it all. Yes, I know they’ve defeated my beloved UCONN Huskies three times this year (including a Kevin Ollie ejection, a 33 point loss and the inaugural AAC championship game), but they’re playing good basketball and I think they could go all the way. No matter what happens, I’ll be glued to the TV and my bracket (which will likely be busted by Thursday evening) all weekend.
This is my favorite time of year! I’m not alone, though. Marketers love this time of year as well and I’m seeing basketball themed advertising on the television, popping up in my Facebook newsfeed and everywhere else I look.
I’ve been prompted to fill out NCAA brackets by just about everyone. I’ve heard from Buffalo Wild Wings, my local NBC affiliate, and most dramatically by Quicken Loans who is offering the chance to win a billion dollars. A number of writers have already established why you won’t win a billion-dollars, but it is easy to see that these brands are winning big by banking on bracket gimmicks and piggybacking on all of the basketball fever in the air.
Quicken Loans will never pay out a billion dollars (they’ve insured the payoff with Berkshire Hathway) but they could end up being big winners themselves. Individuals who would like to test their luck and fill out a bracket are asked to provide their contact information along with the interest rate on their mortgage. Leads like this might normally cost Quicken Loans $50 – $300 making this a valuable campaign for them, especially considering how much earned media the gimmick has garnered.
Not only are there brands that are effectively banking on brackets to earn themselves some loyalty from existing customers or to acquire new leads, but there are also brands who are taking their liberties with risky “ambush marketing” tactics. With any large sporting or entertainment event, there will be brands that attempt to leverage the excitement to further their own interests, but there is a fine line between what is legal and ethical and what is not. Check out what Brian Heidelberger, a legal expert on advertising, marketing and entertainment law practice has to say on the matter in this video from Advertising Age:
It is certainly an exciting time of year for sports fans and marketers alike. Those brands that have figured out how to create their own “shining moment” may achieve great results. Is your brand making the most of March Madness and what do you think of all the marketing surrounding this event? What do you think about ambush marketing and are brands pushing things too far?
Most importantly, who did you pick in your bracket this year?
I am very excited to say that I am officially halfway done with my degree program. (That’s probably why Bon Jovi has been playing in my head all week – Living on a prayer!) I’ve known for a long time that I’m a very process-oriented person, and yet I am still surprised by the fact that how I do my homework has changed and evolved over the past two years. As I’ve mentioned before, I take three courses a year, which means I’m in the program longer, but I get breaks twice a year to catch up on other things. As I celebrated being halfway there (ooohhh, living on a prayer. I’ll stop now), I wanted to share with you how my process has evolved and some of the resources I’ve used to get this far!
So, let’s start at the beginning!
I order my textbooks a month before the class. I look on half.com, which has $3.49 shipping on all books and a wide variety of used books. I’ve found a lot of great deals on this site, especially some of the more expensive books. Of course, I also check amazon.com, which as a free Amazon Prime trial for students – just make sure you remember to cancel it after the trial if you don’t want it! After you’re done with the class, keep those text books. Kris wrote a great post about preparing for the capstone course and highly recommended resisting the urge to sell them.
Onto lessons and assignments! I have found that a mix between digital and print has done wonders for me. Once I get access to the class, I put all of the lessons into one word document and all of the assignment into another. I keep those in Dropbox and print them out to put into a binder. I find that I retain things better when I am able to highlight and make notes. I like keeping the digital file because I can keyword search if I am having trouble locating a specific section.
**If you don’t have Dropbox, get it now! It is an amazing service that houses your files on line. You can download the application onto your computer so it acts like another folder, but you can also access it online. It is free to use and if you invite your friends you get more space. In addition, you can share folders with people, so everyone can access documents and you can link to files in your folders so others can view (and proofread) them.**
I do the same thing with readings. I download them and keep them in a file in Dropbox, but keep a printed copy in the binder so I can highlight and make notes. There are apps that allow you to do this, but that’s one area that I prefer a pen, highlighter, and paper! I also create folders in dropbox for discussion posts, assignments, readings, and materials for the final project. Keeping everything in Dropbox means that I can access it quickly at work, at home, or if I have some down time while I’m out and about. When I first started, I would download everything to my iPad and read off of that. It worked well, but I didn’t feel like I was retaining enough information.
I also keep my discussion posts in Dropbox. I create my discussion posts in word and then copy and paste into blackboard. I do the same for my weekly responses (I can’t live without spell check). I read the discussion posts and then pick the four that I want to reply to. I copy and paste them into a word document, write my responses, and transfer them into blackboard when I’m done.
I recommend taking notes on the computer as well. I started handwriting notes, but found that it was time intensive and also didn’t allow me to easily search for information. Now, I type all of my notes in one word document and life is much easier. I would recommend putting things in quotes that are copied verbatim from the book and putting in page numbers so that when you go back and look at the notes, you know exactly where to find things and what is paraphrased and what is a direct quote.
Here’s a little sample of what my Dropbox and file organization looks like.
After the class is over, I take the entire folder and put it on my computer until I need to access it again! This frees up Dropbox space, and reduces online clutter.
I would highly recommend backing up your files. My sister learned this the hard way and lost all of her grad school work. She was fortunate that it was after she graduated, but all of that hard work is gone. I am a bit of an information hoarder when it comes to grad school. I’ve saved all my grade comments, readings, discussion posts, assignments, and most of my responses. I want to make things as easy as possible if I need to reference this information again. I’ve used material I saw in one class as discussion post content in another. Keeping things organized makes sharing great content much easier.
You’ll also notice that I have a resources folder. I use this for cool things that I find that aren’t applicable to any one particular class. I keep this as an idea folder so that when I need some inspiration or other material I have a supply to look at.
If you’re like me and try to plan everything, I’d encourage you to think very carefully about what electives you’d like to take. I thought it would be best if I completed all my required courses before my electives. Something to think about is that the electives aren’t offered every term, but the required classes are. So, if there’s an elective you want to make sure you take, register for it early to make sure it fits into your schedule!
I hope you find some of these tips and tricks useful and would love to hear what you guys have discovered! Any great suggestions you’d like to share?
Governments, privacy advocates, companies large and small, and private citizens all have an opinion on what, where, and how private data should be collected, stored, used, and shared. It is a complicated problem that leads to more questions as technology evolves.
The latest complication is target marketing and predictive analytics. Targeted marketing has been around for a few years now. The process of displaying ads to users based on historical browsing patterns. However, when predictive analytics is mixed into the game, the ads theoretically become more relevant based on a user’s browsing history and a number of profiles that have been setup to match possible interests with displayed browsing patterns. The data is collected via cookies placed on a user’s device.
Soat discusses that while predictive analytics can be helpful and even valuable, they do have the danger of getting ahead of the data and making predictions that are not specifically supported by data findings. The quantity of data being collected today even extends beyond direct browsing behavior but can also include online discussions and offline purchases. Organizations are becoming very sophisticated in how they gather, aggregate, and organize data, all of this in an attempt to market more effectively and sell more directly to consumers.
Why is this type of data gathering detrimental to consumers? How does this accumulation of data and the use of predictive analytics and targeted marketing harm society? How does this data gathering affect a person’s privacy and rights to control what is shared, sold, used, or even gathered?
Data privacy is very important for obvious reasons. People do not want their browsing history made public for any number of reasons but even from a strictly marketing perspective, this kind of data can have consequences. Targeted advertising and predictive analytics can open entirely new forms of advertising and selling offering specific promotions to individuals that can include customized pricing online that isn’t available to everyone. It can include special mortgage rates to one family based on the types of online activity they and others who also meet a developed profile practice. It could (if taken to an extreme) add meta-information to a company database that could lead to denial of insurance coverage because a family member searched for diabetes treatment options. Imagine if a healthy family of four was denied coverage because their teenager was performing research for a science project on Diabetes or some other disease? Farfetched scenario? Decisions like this could be closer than you think. Soat tells us that even though there are rules stating some practices are forbidden, some companies can get very creative in getting around established regulations. These are just some examples of where user’s privacy rights must be maintained and why it is important for consumers to understand not only how organizations use their data but how they can understand what is being used, how it is used, and how they can protect their data.
Right now, it is a matter of people educating themselves and taking the time necessary to read policies and understand the uses of their data. They then must make the decision of if they are comfortable with the possible risk. It’s going to take a societal change to make a dramatic impact but it can be done. Organizations need to be transparent in their use of consumer data and people need to be aware of how their data affects the way organizations seem them. Let’s all help draw the lines sharing responsibility and accountability.
What if you had a tool that made it easier for you to bring your entire IMC campaign off the page and into the context of the real world? This would allow you to take your layouts and apply them to surfaces, which might include outdoor billboards, or magazine covers without having to leave Adobe Illustrator. The application that makes this a seamless process is called Context and it is designed specifically for the MAC platform.
Up until last week, I had never heard of this tool. As I continue to move closer to taking the Capstone course, I definitely want to investigate how I can make my future integrated campaign appear as realistic as possible.
With just one click in the surface library, you can turn any flat art into three-dimensional mockups! This takes the headache for searching for stock images that might not work in the context of your specific layout. Instead, have the layout dictate the concept and not the other way around.
Has anyone ever used Context before? If so, I would love to hear about your experience!