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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. 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

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  1. Marketing Your UTC in the Public Sector CUTC Summer Meeting June 2, 2014 Lincoln, NE

  2. Overview • Getting to Wow! – Impactful First Impressions • #1 Tip for Reducing Errors in the Media • Tips, Tricks, & Resources

  3. 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!”

  4. TO LEARN ABOUT YOUR RESEARCH

  5. 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”!

  6. 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…

  7. 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

  8. WOW Statement Example: Energy Plus Roadways

  9. WOW Statement Example: Energy Plus Roadways “We created a wind and solar powered stoplight that improves safety and saves taxpayers money.”

  10. 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!

  11. 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

  12. How to Create the “Wow!” • Brainstorm: • Ask the Research Team • Ask Potential Research End Users • Agenda Item on TAC Committee Mtg. • Scan Proposal Reviews

  13. How to Create the “Wow!” • Stock Photo Brainstorming • Search on 1-2 Terms - Go to the middle – end…

  14. How to Create the “Wow!” • Get Verb & EmotionalLanguage Ideas fromMovie Critics: • rogerbert.com • rottentomatoes.com • nytimes.com

  15. #1 Tool for Press Media Accuracy • WOW Statement • Sponsor • Faculty PIs • Name of Center & University • Website • Contact Info – Cell #

  16. Free Tips & Tricks

  17. On-Going Resources!

  18. Valerie Lefler College of Public Affairs & Community Service 402-806-0315 vlefler@unomaha.edu

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