Secrets of show don't tell

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Secrets of Show Don’t Tell Wednesday, July 3, 13

description

Millennials can smell marketing-speak a mile away. So why does higher ed still write things like this? "[Insert school here] delivers an exemplary learning experience that engages the best and brightest people, challenging them to meet ever-higher standards in the classroom and beyond." "Show, Don't Tell" is a communication tactic that presents sensory details and substantive facts and lets people come to their own conclusions. It's easy to tell people what you want them to think, but when you give them the freedom to reach their own conclusions, they'll believe them. In "Secrets of Show Don't Tell," David Poteet (President, NewCity) outlines the essentials of this communication tool and shows you colleges and universities that are doing it well.

Transcript of Secrets of show don't tell

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Secrets of Show Don’t Tell

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http://www.rhw.com/youll-laugh-youll-cry/

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Show Don’t Tell1. Give sensory details and substantive facts.2.Let them come to their own conclusions.3.They’ll realize it with far greater conviction.

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Illustrations by Ryan Bahm © 2012

Sensory Details

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Substantive FactsFavorite Higher Ed Facts:- Average class size- Teacher to student ratio- # of majors- # of student organizations- # of countries students come fromBut what proves your key messages?

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Show Don’t Tell is NOTJust adding pictures and video to your website.

It is content of any sort (including text) that demonstrates or proves important truths about your organization.

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Top Things Higher Ed Likes to TellAcademic qualityTop facultyBeautiful locationGlobal perspectiveHands-on, real-world learningSmall / Big / Just RightDiversityPrepare you for successFun student lifeAffordable

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Tell me about your study abroad programThe Spoleto Study Abroad Summer Session is an intensive interdisciplinary program focusing on the arts and humanities for high school students, ages 15-19, interested in instrumental or vocal music, visual arts, photography, creative writing or drama. Students are given the opportunity to explore their academic and artistic interests through exposure to an integrated style of learning in a unique European se"ing. The mission of the program is to provide a challenging and innovative experience for students who have the desire to expand their knowledge while immersed in a diverse and vibrant culture.

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Tell me about your study abroad programThe Spoleto Study Abroad Summer Session is an intensive interdisciplinary program focusing on the arts and humanities for high school students, ages 15-19, interested in instrumental or vocal music, visual arts, photography, creative writing or drama. Students are given the opportunity to explore their academic and artistic interests through exposure to an integrated style of learning in a unique European se"ing. The mission of the program is to provide a challenging and innovative experience for students who have the desire to expand their knowledge while immersed in a diverse and vibrant culture.

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How could you show?

intensive

interdisciplinary

integrated

unique

challenging

innovative

diverse

vibrant

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On any given higher ed site you might find...

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Who are the faces of Emory & Henry? They are students, professors, staff members, alumni. All parts of our college community, yet they all look different, representing a world of values, beliefs, and interests.

There are the students – bright, vibrant, excited to get involved and affect positive change in the world. And the professors, a group of men and women who not only teach but form strong friendships with their students. There are the alumni, the Emory & Henry students of years past, who look back on their time here with nostalgia and appreciation.

All of these faces look different. Each person comes here with individual goals, personal motivation. But at Emory & Henry, they are unified by fundamental principles – freedom, civic justice, service to others, and respect for their peers. They make up the face of Emory & Henry.

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My son is looking at schools in Virginia

What can you tell me about Emory & Henry?

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Ten students cross the quad laughing to each other. Professor Martin takes the front steps of the dorm two at a time and holds the door open.

One whispers, “I can’t believe we’re doing this.”

The group gathers in front of room 312. Professor Martin knocks twice. The door opens to wide eyes followed by “Dr. Martin, oh – I totally overslept…”

“No problem Jen. It’s not the same without you, so we thought we’d bring class to you this morning. Mind if we come in?”

“Um, sure, I guess, it’s a mess, I mean sure – come in guys.”

On Friday, April 23rd, “PHIL 211 History of Ancient and Medieval Philosophy” was eleven students and their professor in a dorm room made for two.

This is Emory and Henry College.Wednesday, July 3, 13

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My son is looking at schools in Virginia

What can you tell me about Emory & Henry?

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Uncovering great “show” material

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Uncovering great “show” materialTell me a story about someone or something that exemplifies your institution at its best

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Uncovering great “show” materialTell me a story about someone or something that exemplifies your institution at its bestYou’re talking to someone at a college fair, and they ask you about your program in ______. What do you tell them to prove it’s great?

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Uncovering great “show” materialTell me a story about someone or something that exemplifies your institution at its bestYou’re talking to someone at a college fair, and they ask you about your program in ______. What do you tell them to prove it’s great?How do you describe your institution to someone who’s trying to figure out if it’s the right fit for them?

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Uncovering great “show” materialTell me a story about someone or something that exemplifies your institution at its bestYou’re talking to someone at a college fair, and they ask you about your program in ______. What do you tell them to prove it’s great?How do you describe your institution to someone who’s trying to figure out if it’s the right fit for them?If you could drop me into the middle of three experiences that would make me love your institution, what would they be?

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University of PortsmouthWednesday, July 3, 13

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The teaching buildings are in close proximity to halls of residence and the city centre and you will have access to the latest facilities in a modern and comfortable environment. The University has added an £11 million extension to the library, making it a modern, light and attractive space for learning. It has ample study spaces, a new café, more spaces for books and journals and open access areas for IT. There is also continuing development of excellent elearning resources. In addition, ICJS has designated forensic facilities (including a forensics house and forensics vehicle), where crime scenes are simulated and students are asked to undertake a broad range of practical detection and recovery techniques therein.

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The teaching buildings are in close proximity to halls of residence and the city centre and you will have access to the latest facilities in a modern and comfortable environment. The University has added an £11 million extension to the library, making it a modern, light and attractive space for learning. It has ample study spaces, a new café, more spaces for books and journals and open access areas for IT. There is also continuing development of excellent elearning resources. In addition, ICJS has designated forensic facilities (including a forensics house and forensics vehicle), where crime scenes are simulated and students are asked to undertake a broad range of practical detection and recovery techniques therein.

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Research Methods

6 Focus Groups using KJ MethodOne-on-one interviews with first-year Portsmouth studentsCarewords survey with 288 people from all audiencesAnalysis of search logs

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Misperceptions about Portsmouth

Depressed former naval townSideways rainNot academically-minded

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Top questions and info soughtCourses (Majors)Reviews & rankingsCostsAccommodationLocationAtmosphereEntry requirements & application processJobs & careersStudent life

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Top choice and fit factors

Having a great experience

Student resources

Setting & Location

Easy affordable, things nearby

Can you relax in the place?

Atmosphere, environment

Good student work space/equipment

Feel safe

Entry requirements

Near shopsLecturers are approachable, think well of their students

Course: content, structure Accreditation

After graduation jobs Ranking

Get on with other students Cost of living

Opportunities as a student

Got the info I needed at the end of preview day

Is it enjoyable? (Course) matches the job I want

Easy to get home

GREAT EXPERIENCE GOOD LOCATION THE RIGHT

COURSE RESPECTED AFFORDABLEFIT INFRIENDLY & HELPFUL

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Portsmouth is NOTTraditional, old buildings, ivy and tranquil quadsPretentiousHigh pressureQuiet college town

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Personas

Maria• works hard, has good college

scores• wants to study International

Relations & Spanish• Wants to work at an embassy• Considering going on to a

postgraduate degree

Daniel• good student but has struggled

academically• doesn’t test well due to slight

dyslexia• not sure which course he’ll take,

maybe computing & technology• can he get help & not be

stressed out?

Christian• international student

finishing his IB• UK degree is more respected

by employers• wants to be able to work

outside his home country• Getting recommendations

from a local agency

Sophie• In her early 30s, took time

out from school to start a family

• Currently enrolled in college• wants to become a teacher• Can only consider universities

nearby

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Portsmouth Bournemouth Plymouth Brighton Southampton

Leading modern university with strong reputation for teaching & research

Bright Ideas, Bright People The Enterprise University A leading professional university

Combines academic excellence with innovative, entrepreneurial approach to research

High quality teaching reputation for excellence in teaching

Excellence in teaching & support

Teach you differently (by top researchers)

strong reputation for research world-class research strong research record Research is our lifeblood

Many academics are int’l leaders in their fields

Academic expertise taught by and work alongside world class experts

taught by top researchers

Great student satisfaction

great social experience

Powerful player in economic & cultural life of SW England

Strong in Arts

Outstanding facilities Investing in facilities Facilities fit for 21st Century Investing in facilities

Real-life learning Embed employability skills throughout experience

help you get ready for your future

Emphasis on employability, excellent links with industry

Business connections / strong professional orientation

Career-focused

Focus on enterprise The Enterprise University

Great waterfront location Great location/cosmopolitan Great location Outstanding locations

Innovative, pioneering Dynamic & innovative Innovative & relevant take your place at the cutting edge

Flexible degrees designed around you

focus on your talent

Come a long way in a short time

A leading post-1992 university

Friendly, supportive friendly and welcoming place

international institution help you explore a range of global challenges

vibrant, inspiring vibrant and dynamic campus

remain true to values of social inclusion

Opportunities for people at all stages of life

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University of Portsmouth | Audience Research & Recommended Site ArchitectureModified: Wed Feb 20 2013

7

COMPETITIVE MESSAGINGWhat are you and your top competitors saying about yourselves online? What is unique or distinctive?

Claims of Particular Strength / Expertise• Institute of Biomedical and Biomolecular

Sciences• The Centre for European and

International Research• The Institute of Cosmology and

Gravitation• Applied research with business, industry,

and the public and voluntary sectors• Arts & Humanities - Faculty of Creative

and Cultural Industries• Environment• Ageing

No mention of criminal justice or languages as areas of particular strength?

University of Portsmouth

Main MessageLeading modern university with strong reputation for teaching and research (have to dig to get this)

Supporting Messages• High quality teaching• Many academics are international leaders

in their fields• Great student satisfaction• Outstanding facilities• Real-life learning• Emphasis on employability, excellent links

with industry and a strong record of student employability

• Focus on Enterprise• Great waterfront location / city

Evidence in support of claims• Highest possible rating in QAA audit• Over 240 innovative courses• Top 30 mainstream universities for

overall student satisfaction - 85% satisfied or very satisfied

• All new students are allocated a personal tutor

• Maths Café• Real Life Learning page - Simulated

learning environments like Forensics house, mock Courtroom etc.

• >89% of our graduates* are in employment or further study and training.

• Over £74 million invested in making learning, sport and leisure spaces the best possible between 2001–2010

• Highlight specific great places in City Portsmouth

Plymouth University

Main MessageThe Enterprise University

Supporting Messages• Dynamic and innovative• World-class research - be taught by and

work alongside world-class experts• Reputation for excellence in teaching• Embed employability skills throughout

experience• Remain true to values of social inclusion• Students as partners in enhancing the

academic experience• Great location

Evidence in support of claims• Increased ranking in all 4 league tables• Awards for academic standards/quality• One of highest graduate employability

rates (91% going on to employment or further study, 71% at graduate-level jobs or further study w/i 6 mo.)

• Investing in ICT infrastructure• New business centre• Hiring lots of new academics (150 over 3

yrs)• High quality research (improvements in

RAE, publications)• Festival of Design and Innovation

Claims of Particular Strength / Expertise• medicine• architecture• business and pharmacy• sport science• education• engineering• fashion design• sustainability• ageing• diabetes• gun crime• social inclusion

University of Southampton

Main MessageCombines academic excellence with innovative, entrepreneurial approach to research

Supporting Messages• Engage and challenge students and staff in

their pursuit of learning• Research is our lifeblood• Strong in Arts• friendly and welcoming place, with a

vibrant and dynamic campus culture.• Take your place at the cutting edge

We will:• teach you differently (by top researchers)• focus on your talent.• help you explore a range of global

challenges.• help you get ready for your future.• offer you a great social experience

Evidence in support of claims• One of the top 3 modern universities• top 50 in UK, 'most improved' in 2008

RAE with 80% judged of international repute

• Investing in facilities

Claims of Particular Strength / Expertise(have to dig in Research area to find)

• Forensic archaeology• Art & Design - Computer animation• General Engineering• Communication, Cultural and Media

Studies

Evidence in support of claims• ...wide range of learning methods such as

field trips, laboratory study, excavations, private and public sector placements, and group projects

• Cool glacier field trip• We have a flight simulator!• Lots of career preparation activities &

services• Lots of meaningless stats from career

office• 6 campuses in all• new £8.5 million Jubilee sporting

complex based at the Highfield campus• > 200 clubs and societies - everything

from Aikido to Windsurfing.• our arts venues have won national and

international recognition.

Bournemouth University

Main MessageBright Ideas, Bright People.

Supporting Messages• Innovative, international institution• Academic expertise• Flexible, degrees designed around you• Business connections/strong professional

orientation• Pioneering / integrated entrepreneurial

approach to study• Come a long way in a short time• Great location / cosmopolitan• Powerful player in economic & cultural

life of SW England• Friendly, supportive• Inspiring, vibrant

Claims of Particular Strength / Expertise(have to dig in Research area to find)

• marine and coastal• technology• computer science• environmental• economic and social sustainability• creative and cultural economies• health• nursing and biomedicine• dentistry• pedagogic research/innovation

Evidence in support of claims• One of best teaching quality ratings in

the UK, selected as Centre for Excellence in Teaching & Learning

• received 5 National Teaching Fellowships• more Brighton academics working at

international standards of excellence than any other post-1992 university

• >88% of grads, postgrads and diplomates went into employment or further study and training

• Pioneered the UK's first degrees in computing, podiatry and sports journalism.

• Careers service is in regular contact with > 1800 businesses and organisations who post vacancies and attend our events and careers fairs.

• > £100 million has been invested in our learning environment (includes examples)

University of Brighton

Main MessageA leading professional university

Supporting Messages• A leading professional university• Innovative and relevant• Career-focused• Opportunities for people at all kinds of

life and career stages• Strong research record• A leading post-1992 university (how

many prospective students care?)• Facilities fit for 21st century• Excellence in teaching & support• Outstanding locations

Claims of Particular Strength / ExpertiseNothing is pointed out at the higher levels of the site. You can infer some from the list of Research Centres and the research headlines.

"Our researchers are tackling the most pressing challenges facing society today, including climate change, global health and renewable energy."

Red = unique messageGreen = a version of career, employability, real-life learning message

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University of Portsmouth | Audience Research & Recommended Site ArchitectureModified: Wed Feb 20 2013

7

COMPETITIVE MESSAGINGWhat are you and your top competitors saying about yourselves online? What is unique or distinctive?

Claims of Particular Strength / Expertise• Institute of Biomedical and Biomolecular

Sciences• The Centre for European and

International Research• The Institute of Cosmology and

Gravitation• Applied research with business, industry,

and the public and voluntary sectors• Arts & Humanities - Faculty of Creative

and Cultural Industries• Environment• Ageing

No mention of criminal justice or languages as areas of particular strength?

University of Portsmouth

Main MessageLeading modern university with strong reputation for teaching and research (have to dig to get this)

Supporting Messages• High quality teaching• Many academics are international leaders

in their fields• Great student satisfaction• Outstanding facilities• Real-life learning• Emphasis on employability, excellent links

with industry and a strong record of student employability

• Focus on Enterprise• Great waterfront location / city

Evidence in support of claims• Highest possible rating in QAA audit• Over 240 innovative courses• Top 30 mainstream universities for

overall student satisfaction - 85% satisfied or very satisfied

• All new students are allocated a personal tutor

• Maths Café• Real Life Learning page - Simulated

learning environments like Forensics house, mock Courtroom etc.

• >89% of our graduates* are in employment or further study and training.

• Over £74 million invested in making learning, sport and leisure spaces the best possible between 2001–2010

• Highlight specific great places in City Portsmouth

Plymouth University

Main MessageThe Enterprise University

Supporting Messages• Dynamic and innovative• World-class research - be taught by and

work alongside world-class experts• Reputation for excellence in teaching• Embed employability skills throughout

experience• Remain true to values of social inclusion• Students as partners in enhancing the

academic experience• Great location

Evidence in support of claims• Increased ranking in all 4 league tables• Awards for academic standards/quality• One of highest graduate employability

rates (91% going on to employment or further study, 71% at graduate-level jobs or further study w/i 6 mo.)

• Investing in ICT infrastructure• New business centre• Hiring lots of new academics (150 over 3

yrs)• High quality research (improvements in

RAE, publications)• Festival of Design and Innovation

Claims of Particular Strength / Expertise• medicine• architecture• business and pharmacy• sport science• education• engineering• fashion design• sustainability• ageing• diabetes• gun crime• social inclusion

University of Southampton

Main MessageCombines academic excellence with innovative, entrepreneurial approach to research

Supporting Messages• Engage and challenge students and staff in

their pursuit of learning• Research is our lifeblood• Strong in Arts• friendly and welcoming place, with a

vibrant and dynamic campus culture.• Take your place at the cutting edge

We will:• teach you differently (by top researchers)• focus on your talent.• help you explore a range of global

challenges.• help you get ready for your future.• offer you a great social experience

Evidence in support of claims• One of the top 3 modern universities• top 50 in UK, 'most improved' in 2008

RAE with 80% judged of international repute

• Investing in facilities

Claims of Particular Strength / Expertise(have to dig in Research area to find)

• Forensic archaeology• Art & Design - Computer animation• General Engineering• Communication, Cultural and Media

Studies

Evidence in support of claims• ...wide range of learning methods such as

field trips, laboratory study, excavations, private and public sector placements, and group projects

• Cool glacier field trip• We have a flight simulator!• Lots of career preparation activities &

services• Lots of meaningless stats from career

office• 6 campuses in all• new £8.5 million Jubilee sporting

complex based at the Highfield campus• > 200 clubs and societies - everything

from Aikido to Windsurfing.• our arts venues have won national and

international recognition.

Bournemouth University

Main MessageBright Ideas, Bright People.

Supporting Messages• Innovative, international institution• Academic expertise• Flexible, degrees designed around you• Business connections/strong professional

orientation• Pioneering / integrated entrepreneurial

approach to study• Come a long way in a short time• Great location / cosmopolitan• Powerful player in economic & cultural

life of SW England• Friendly, supportive• Inspiring, vibrant

Claims of Particular Strength / Expertise(have to dig in Research area to find)

• marine and coastal• technology• computer science• environmental• economic and social sustainability• creative and cultural economies• health• nursing and biomedicine• dentistry• pedagogic research/innovation

Evidence in support of claims• One of best teaching quality ratings in

the UK, selected as Centre for Excellence in Teaching & Learning

• received 5 National Teaching Fellowships• more Brighton academics working at

international standards of excellence than any other post-1992 university

• >88% of grads, postgrads and diplomates went into employment or further study and training

• Pioneered the UK's first degrees in computing, podiatry and sports journalism.

• Careers service is in regular contact with > 1800 businesses and organisations who post vacancies and attend our events and careers fairs.

• > £100 million has been invested in our learning environment (includes examples)

University of Brighton

Main MessageA leading professional university

Supporting Messages• A leading professional university• Innovative and relevant• Career-focused• Opportunities for people at all kinds of

life and career stages• Strong research record• A leading post-1992 university (how

many prospective students care?)• Facilities fit for 21st century• Excellence in teaching & support• Outstanding locations

Claims of Particular Strength / ExpertiseNothing is pointed out at the higher levels of the site. You can infer some from the list of Research Centres and the research headlines.

"Our researchers are tackling the most pressing challenges facing society today, including climate change, global health and renewable energy."

Red = unique messageGreen = a version of career, employability, real-life learning message

Wednesday, July 3, 13

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University of Portsmouth | Audience Research & Recommended Site ArchitectureModified: Wed Feb 20 2013

7

COMPETITIVE MESSAGINGWhat are you and your top competitors saying about yourselves online? What is unique or distinctive?

Claims of Particular Strength / Expertise• Institute of Biomedical and Biomolecular

Sciences• The Centre for European and

International Research• The Institute of Cosmology and

Gravitation• Applied research with business, industry,

and the public and voluntary sectors• Arts & Humanities - Faculty of Creative

and Cultural Industries• Environment• Ageing

No mention of criminal justice or languages as areas of particular strength?

University of Portsmouth

Main MessageLeading modern university with strong reputation for teaching and research (have to dig to get this)

Supporting Messages• High quality teaching• Many academics are international leaders

in their fields• Great student satisfaction• Outstanding facilities• Real-life learning• Emphasis on employability, excellent links

with industry and a strong record of student employability

• Focus on Enterprise• Great waterfront location / city

Evidence in support of claims• Highest possible rating in QAA audit• Over 240 innovative courses• Top 30 mainstream universities for

overall student satisfaction - 85% satisfied or very satisfied

• All new students are allocated a personal tutor

• Maths Café• Real Life Learning page - Simulated

learning environments like Forensics house, mock Courtroom etc.

• >89% of our graduates* are in employment or further study and training.

• Over £74 million invested in making learning, sport and leisure spaces the best possible between 2001–2010

• Highlight specific great places in City Portsmouth

Plymouth University

Main MessageThe Enterprise University

Supporting Messages• Dynamic and innovative• World-class research - be taught by and

work alongside world-class experts• Reputation for excellence in teaching• Embed employability skills throughout

experience• Remain true to values of social inclusion• Students as partners in enhancing the

academic experience• Great location

Evidence in support of claims• Increased ranking in all 4 league tables• Awards for academic standards/quality• One of highest graduate employability

rates (91% going on to employment or further study, 71% at graduate-level jobs or further study w/i 6 mo.)

• Investing in ICT infrastructure• New business centre• Hiring lots of new academics (150 over 3

yrs)• High quality research (improvements in

RAE, publications)• Festival of Design and Innovation

Claims of Particular Strength / Expertise• medicine• architecture• business and pharmacy• sport science• education• engineering• fashion design• sustainability• ageing• diabetes• gun crime• social inclusion

University of Southampton

Main MessageCombines academic excellence with innovative, entrepreneurial approach to research

Supporting Messages• Engage and challenge students and staff in

their pursuit of learning• Research is our lifeblood• Strong in Arts• friendly and welcoming place, with a

vibrant and dynamic campus culture.• Take your place at the cutting edge

We will:• teach you differently (by top researchers)• focus on your talent.• help you explore a range of global

challenges.• help you get ready for your future.• offer you a great social experience

Evidence in support of claims• One of the top 3 modern universities• top 50 in UK, 'most improved' in 2008

RAE with 80% judged of international repute

• Investing in facilities

Claims of Particular Strength / Expertise(have to dig in Research area to find)

• Forensic archaeology• Art & Design - Computer animation• General Engineering• Communication, Cultural and Media

Studies

Evidence in support of claims• ...wide range of learning methods such as

field trips, laboratory study, excavations, private and public sector placements, and group projects

• Cool glacier field trip• We have a flight simulator!• Lots of career preparation activities &

services• Lots of meaningless stats from career

office• 6 campuses in all• new £8.5 million Jubilee sporting

complex based at the Highfield campus• > 200 clubs and societies - everything

from Aikido to Windsurfing.• our arts venues have won national and

international recognition.

Bournemouth University

Main MessageBright Ideas, Bright People.

Supporting Messages• Innovative, international institution• Academic expertise• Flexible, degrees designed around you• Business connections/strong professional

orientation• Pioneering / integrated entrepreneurial

approach to study• Come a long way in a short time• Great location / cosmopolitan• Powerful player in economic & cultural

life of SW England• Friendly, supportive• Inspiring, vibrant

Claims of Particular Strength / Expertise(have to dig in Research area to find)

• marine and coastal• technology• computer science• environmental• economic and social sustainability• creative and cultural economies• health• nursing and biomedicine• dentistry• pedagogic research/innovation

Evidence in support of claims• One of best teaching quality ratings in

the UK, selected as Centre for Excellence in Teaching & Learning

• received 5 National Teaching Fellowships• more Brighton academics working at

international standards of excellence than any other post-1992 university

• >88% of grads, postgrads and diplomates went into employment or further study and training

• Pioneered the UK's first degrees in computing, podiatry and sports journalism.

• Careers service is in regular contact with > 1800 businesses and organisations who post vacancies and attend our events and careers fairs.

• > £100 million has been invested in our learning environment (includes examples)

University of Brighton

Main MessageA leading professional university

Supporting Messages• A leading professional university• Innovative and relevant• Career-focused• Opportunities for people at all kinds of

life and career stages• Strong research record• A leading post-1992 university (how

many prospective students care?)• Facilities fit for 21st century• Excellence in teaching & support• Outstanding locations

Claims of Particular Strength / ExpertiseNothing is pointed out at the higher levels of the site. You can infer some from the list of Research Centres and the research headlines.

"Our researchers are tackling the most pressing challenges facing society today, including climate change, global health and renewable energy."

Red = unique messageGreen = a version of career, employability, real-life learning message

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What we wanted people to realizePortsmouth has the right course for meA place where I can succeedReal-life learning - ALL courses required to have work-related learning.Excellent career help, with strong business connectionsStudents love Portsmouth, proven by rankings, student reviews, lots of social activitiesTeachers who love to teach and care about the success of their studentsSeaside location, lovely campus in the heart of a thriving cityAtmosphere - friendly, supportive and open

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Campus Visit - The Ultimate “Show”Wednesday, July 3, 13

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Drew UniversityWednesday, July 3, 13

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Johnson State CollegeWednesday, July 3, 13

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Of course the proof isn’t what a bunch of higher ed communication professionals think :-)

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How can you tell what your site is showing?Brand perception test or survey before and after site visit5 Second Test (h"p://www.fivesecondtest.com)

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Secrets of Show Don’t Tell

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Secrets of Show Don’t Tell1. Distill what you want people to believe about you that is

both authentic and distinctive.

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Secrets of Show Don’t Tell1. Distill what you want people to believe about you that is

both authentic and distinctive.

2. Uncover the evidence you have to demonstrate these truths.

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Secrets of Show Don’t Tell1. Distill what you want people to believe about you that is

both authentic and distinctive.

2. Uncover the evidence you have to demonstrate these truths.

3. Explore how to “frame” that evidence in ways that will appeal to your audiences. Good storytelling is key.

Wednesday, July 3, 13

Page 53: Secrets of show don't tell

Secrets of Show Don’t Tell1. Distill what you want people to believe about you that is

both authentic and distinctive.

2. Uncover the evidence you have to demonstrate these truths.

3. Explore how to “frame” that evidence in ways that will appeal to your audiences. Good storytelling is key.

4. Choose 2-3 different media can you use to convey the evidence.

Wednesday, July 3, 13

Page 54: Secrets of show don't tell

Secrets of Show Don’t Tell1. Distill what you want people to believe about you that is

both authentic and distinctive.

2. Uncover the evidence you have to demonstrate these truths.

3. Explore how to “frame” that evidence in ways that will appeal to your audiences. Good storytelling is key.

4. Choose 2-3 different media can you use to convey the evidence.

5. Make a plan to develop this content on an ongoing basis.

Wednesday, July 3, 13

Page 55: Secrets of show don't tell

Secrets of Show Don’t Tell1. Distill what you want people to believe about you that is

both authentic and distinctive.

2. Uncover the evidence you have to demonstrate these truths.

3. Explore how to “frame” that evidence in ways that will appeal to your audiences. Good storytelling is key.

4. Choose 2-3 different media can you use to convey the evidence.

5. Make a plan to develop this content on an ongoing basis.

6. Reduce “telling” language and trust your audiences.

Wednesday, July 3, 13

Page 56: Secrets of show don't tell

Questions?

Wednesday, July 3, 13