Connecting with Coherence_Three Satellites Point the Way

Rick Bailey, Principal

© 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

Your story matters.


the discipline of ensuring a transparent connection between customer expectation (brand) and authentic user experience.

aligning what we deliver with what we say we deliver.

engaging customers in shaping a meaningful experience (and communication about that experience) that meets their needs.

telling the truth.


BARRIERS TO COHERENCE


NOT TELLING OUR STORY.

Unfamiliar with them.

Don’t feel ours is special.

We’re ashamed of it.


NOT USING SPECIFICS


NOT USING SPECIFICS

“Small liberal arts school”


NOT USING SPECIFICS


NOT USING SPECIFICS

“Major research university”


NOT USING SPECIFICS

Brands are developed by the specific descriptions of any product or service.


NOT USING APPROPRIATE LANGUAGE.

PROVOST



PROFESSOREMERITUS



“OPPORTUNITIES FORUNDERGRADUATE

RESEARCH”



“FRIENDLY”



What if we couldn’t usethis kind of language?


RESPONSIBILITY FOR COHERENCE


RESPONSIBILITY FOR COHERENCE

a design language.

create a set of styles, images, and design tools.

help our colleagues find ways of interpreting a coherent message.

a core of central ideas that keep us on track.


RESPONSIBILITY FOR COHERENCECOHERENCE MANIFEST


ARRIVING AT 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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FINDING YOUR PLACE.


WHO YOU ARE


WHO YOU SAY YOU ARE

WHO YOU ARE


WHO YOU SAY YOU ARE

WHO YOU ARE

WHAT OTHERS SAY YOU ARE


WHO YOU SAY YOU ARE

WHO YOU ARE


WHERE YOU ARE


WHO YOU SAY YOU ARE

WHO YOU ARE


WHERE YOU ARE

The three satellites will lead you straight to the one spot in the universe occupied by your organization.


— ABRAHAM LINCOLN

“ If we could know where we are and whither we are tending we could better figure how to get there.”


WHO ARE YOU?

What is the experience really like?

1. Do a background check. Start by studying your history.

2. Get to know your mission.

3. Hang out with alumni.

4. Live the experience.

5. Explore your traditions.


WHAT DO WE SAY WE ARE?

Take a careful look at the way you communicate.


WHO DO OTHERS SAY WE ARE?

Understanding existing mindsets in order to

communicate with authenticity.

Include listening groups or focus groups?

Direct mail or email surveys?

Individual interviews?

Investigate all you can about the perceptions

that exist about you “out there.”


CONNECTING THE DOTS


ILLINOIS INSTITUTE OF TECHNOLOGY REM KOOLHAUS CAMPUS CENTER http://www.flickr.com/photos/architect4/2077027000/


http://www.flickr.com/photos/architect4/2077027000/

http://www.flickr.com/photos/architect4/2077027000/

Coherence: How Telling the Truth Will Advance Your Cause (and Save the World)

Now available on Amazon.comand for Kindle and iBook.

coherencethebook.com


Connecting with Coherence_Three Satellites Point the Way

Marketing

Transcript of Connecting with Coherence_Three Satellites Point the Way