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Marketing Your UTC in the Public Sector. CUTC Summer Meeting June 2, 2014 Lincoln, NE. Overview. Getting to Wow! – Impactful First Impressions #1 Tip for Reducing Errors in the Media Tips , Tricks, & Resources. Why Create the “Wow” Statement!. Concise – don’t lose them

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Marketing your utc in the public sector

Marketing Your UTC in the Public Sector

CUTC Summer Meeting

June 2, 2014

Lincoln, NE


Overview
Overview

  • Getting to Wow! – Impactful First Impressions

  • #1 Tip for Reducing Errors in the Media

  • Tips, Tricks, & Resources


Why create the wow statement
Why Create the “Wow” Statement!

  • Concise – don’t lose them

  • Evocative – capture their imagination

  • Impactful – understand the why

    We want them to want to know more!

  • This is taxpayer funded… we need the “wow”

    Bill Reichert – “Getting to Wow!”



Where to use the wow statement
Where to use the “Wow” Statement!

  • Presentations

  • Press Releases

  • Videos

  • Social Media

  • Website

  • Publications

    We want them to want to know more…

  • Taxpayer Funded… we need $77 million of “wow”!


Use s 2 ame to create the wow
Use S2AME to Create the “Wow!”

What does the research do? What does your center do?

  • Story: Ted.com – Get Repeated….

  • Simile: Like or As…

  • Analogy: Comparison… (story)

  • Metaphor: Figurative Language… (story)

  • Examples: Get them to understand the value…


Why use story to create the wow
Why Use Story to Create the “Wow!”

  • We need attention!

    • Frequency, Content, Engagement

  • “Stories are just data with a soul.”

    • Ted.com

    • SignificantObjects.com

      • Thrift items purchased for $128

      • Sold for $3,612 with a story

  • Neuroscience Research: Princeton

    • Dr. Uri Hasson: personal stories cause the brain to sync up with the story teller

      • “Brain to Brain Coupling”

        • Increased comprehension & memory recall

      • Narrated PowerPoints only cause the brain to“transfer words into meaning”

32,367 people died on our transportation infrastructure in 2011


Wow statement example energy plus roadways
WOW Statement Example: Energy Plus Roadways


Wow statement example energy plus roadways1
WOW Statement Example: Energy Plus Roadways

“We created a wind and solar powered stoplight that improves safety and saves taxpayers money.”


Wow statement example energy plus roadways2
WOW Statement Example: Energy Plus Roadways

“We do for stoplights what the battery back-up did for PCs.”

… but ours helps pay for the utility bill too!


Guidelines for the wow
Guidelines for the “Wow!”

  • No more than 3 sentences!

  • No more than 30 seconds!

  • Use visual language

  • Use emotional language

  • Have 2 back-up “wow” statements

    • We don’t all have the same frame of reference


How to create the wow
How to Create the “Wow!”

  • Brainstorm:

    • Ask the Research Team

    • Ask Potential Research End Users

    • Agenda Item on TAC Committee Mtg.

    • Scan Proposal Reviews


How to create the wow1
How to Create the “Wow!”

  • Stock Photo Brainstorming

    • Search on 1-2 Terms - Go to the middle – end…


How to create the wow2
How to Create the “Wow!”

  • Get Verb & EmotionalLanguage Ideas fromMovie Critics:

    • rogerbert.com

    • rottentomatoes.com

    • nytimes.com


1 tool for press media accuracy
#1 Tool for Press Media Accuracy

  • WOW Statement

  • Sponsor

  • Faculty PIs

  • Name of Center & University

  • Website

  • Contact Info – Cell #




Valerie Lefler

College of Public Affairs & Community Service

402-806-0315

[email protected]


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