Coherence and Creativity Better Together

better together coherence and creativity

#UCDA MARCH 26, 2015

@RichardHBailey@RHBInformed

Indiana university school of education

Proprietary data omitted

education.indiana.edu 9

THOSE WHO DARE TO TEACH—WITH EVERY OUNCE OF THEIR BEING—SUCCEED HERE. They dare to do the difficult and important and necessary

work of educating our youth. Through an intentionally

diverse set of field experiences; through exposure to

innovative models of education and assessment; through

meaningful student teaching placements and intimate

classes; through the professional relationships they

develop within their cohorts and clusters, Indiana

University School of Education students are being prepared

to embark on long and impactful teaching careers.

CHAPTER ONE For Those Who Dare To Teach

WE ARE TEACHERS, AND WE’RE TAKING “TEACHER” BACK.



THE YEAR IS 2022.The Indiana University School of Education, after receiving a

substantial naming gift, is now the Peterson School of Education.

When people talk about IU, they talk about Kelley, Jacobs and

Peterson. And basketball. That still hasn’t changed.

university of georgia

Universit y of Georgia

The First Campaign

Universit y of Georgia

bay path university

Bay Path College

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The journey to coherence

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Defining the destination

In this kick-off meeting that begins our partnership, we’ll develop a shared understanding of your goals for your organization or institution, and together define measures of success.


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Three Satellites

To determine your current position in the marketplace, we next engage in comprehensive market research, answering the “three satellite” questions illustrated in the next steps. These findings will pinpoint your location on the landscape of competing groups and messages.

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Satellite One: Who are you?

With Circles of Influence, we’ll discover the distinctive experience of your institution by engaging in intensive conversations with current, internal, primary customers.

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Satellite Two: What do you say you are?

Here, we’ll take a Coherence Inventory of your current communication strategies and tools, with an eye toward identifying those that are “on track,” as well as those that represent missed opportunities.

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Satellite Three: What do others say you are?

In this step, we’ll gather and evaluate the perceptions of external markets, again looking for opportunities to clarify messaging, address misunderstandings and better connect with constituents.

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Coherence Manifest

Now we’re ready to chart a course that will guide you toward the destination(s) outlined in Step One. Part communications standards, part strategic plan, the Coherence Manifest presents the verbal and visual elements that will serve as navigational touchstones in the development of new key messaging and communications.

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Making the trip

In this final phase of our journey toward coherence, we will implement the strategies and creative direction developed in the previous steps. Marketing communication tools will vary depending on the “three satellite” findings, but may include digital, print or broadcast solutions.

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IIIIAY-YI-YI-YI

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CREATIVE BRIEF

CREATIVE BRIEFINGWho are we talking to?

What do we want to happen?

informers

income

influence

interest

incubationIii

inspirationIiii

rhb.com

q&arhb.com

Thanks.

rhb.com

Coherence and Creativity Better Together

Design

Transcript of Coherence and Creativity Better Together