Digital Marketing Series: Hearts not minds

The digital marketing series is a behind the scenes look at projects, campaigns, tools, tricks and other marketing machinations happening at Oregon State University.


October 8, 2015

An emotional connection

Whenever a police car is following along behind me I get this overwhelming sense of panic and fear. Usually they speed ahead or turn off in other pursuits but for that instant I am frozen thinking about all the possible laws I could have broken. It doesn’t matter what city I’m in, if they are a sheriff, state trooper or even campus security they all bring that same reaction. For many reasons (media, TV, personal experience) over time the law enforcement brand has developed this emotional connection.

That is exactly what we should strive for in our marketing efforts, although probably along the lines of hope and positivity instead of panic and fear. If we can create that kind of emotional response when people encounter our brand we will have joined the elite.

Ignore their minds connect with their hearts

Sometimes we get stuck trying to force our “Strategic message” on audiences that can’t relate. A great example of this is our Brand Statement. “Oregon State University is an authentic community, whose accomplishments, inclusive excellence, innovation and leadership promote a healthy planet, wellness and economic progress.

Your average human doesn’t think in these terms, that statement is really hard to understand. They don’t have a history of higher ed nomenclature to pull from. The base instinct that we are actually going for is “OSU, yeah they are super smart” or “OSU, they always impress me”.

Our typical pattern would be to do a very good job of storytelling. We would find a research breakthrough and if we were good we would come up with a way to make it relatable. It could be in written form, story, video, web site, etc.. Then if we were really good we would have systems in place or ways to make sure that content had maximum exposure.

Does that sound familiar? The content was created from an institutional perspective. The likelihood of creating an emotional response is pretty low. What if we came at it from a different direction? What if we created content with the purpose of getting people to think “wow, they are super smart”. We could come up with content that taught people something and not academic sense, more on a real life level. I bet if you made a list you could think of five things that you have always wanted to learn or maybe it’s five life hacks you learned in the last year.

Here is my list

  • Learn how to be an average singer. I don’t want to be a rock star I just want to be able to sing karaoke and people not hate it.
  • How to bake chocolate chip cookies? I’m terrible at anything culinary and learning simple recipes was super useful.
  • What are the best house plants and how to keep them alive? Plants are great to have around but I used to kill everything. A simple guide on what plants are easiest to grow and how to keep them alive would go a long way.
  • Poetry, I have always had an interest in writing poetry but I have no clue where to start. A basic guide would be really helpful in potentially unlocking something I’m passionate about.
  • How to change a flat tire. It seems silly but this is not a skill that you are born with and is useful for everyone.

So imagine we developed a series of content that accomplished all of these things. They were branded OSU but just cut right to the topic, no bull, no core messages. Imagine if you learned how to sing from a YouTube series? Wouldn’t you have a great connection with whoever provided that? The positive experience would transfer to the brand, people would consider us to be knowledgeable only because they had an experience where we taught them something as simple as how to change a flat tire.

Not only does this simple transference happen, but the content we would be producing is much more shareable and has a chance to reach a much larger audience. Even the best breakthrough research content has a limited audience and it is also temporal. Todays innovations are old news tomorrow.

Disclaimers

  • This is just one example and it might not even be a good one. It just represents the shift in how we could be connecting to our audiences in addition what we do now.
  • The OSU brand statement is not meant to actually show up in any collateral it is by definition steeped in academic terms. I very much believe in our brand statement and think that it is quite well written. It is just the easiest example I could find.
  • My visceral reactions to law enforcement, following me, no way reflects how I actually feel about them. I am deeply thankful for the men and women who dedicate their careers to protecting our communities. It’s also quite possible that the negative emotion tied to their brand is a good thing. It might help keep crime in check.

-Kegan

-Kegan

TAGS:

CATEGORIES: Office Culture Projects Social Media User Experience


403 thoughts on “Digital Marketing Series: Hearts not minds

  1. Ashok ki Rasoi, Dwarka Sector 6, West Delhi – View the Menu for Ashok ki Rasoi, Dwarka Sector 6, West Delhi. Check out the Food Menu item prices Best Indian Restaurant in Dwarka 6.

    Contact now:- +91 9718099001, 9650635400

  2. Book from the best Bridal Mehndi in Chhindwara Mehendi ceremony is an integral part of Indian weddings. Best Mehndi Design in Chhindwara for Bride Wedding Baby shower function Karva chauth Parties Events.
    Contact: +91 9131293677

  3. We help you choose the best pre schools, montessori schools, nursery school, playschool for children. top & Best Play School in Ghaziabad with their fee details, board, reviews, admission process, academic details.
    Contact: (+91) 9911994565

  4. Hey, very nice information. I came across this on Google, and I am stoked that I did. I will definitely be coming back here more often. Wish I could add to the conversation and bring a bit more to the table, but am just taking in as much info as I can at the moment. Thanks for sharing.

  5. Every morning, I have been waking up and starting my day off with 500ml of water. Drinking more water is something that I wanted to start doing (not just in the New Year) but I get busy throughout the day and forget. Now I know that I at least have that much in me.custom paint by numbers

  6. Samsung fridge repair

    They are providing washing machine repair services which consist of single door refrigerator,Double door refrigerator ,Triple door refrigerator,Four door refrigerator,french door refrigerator ,side by side fridge and Semi-automatic Washing machine repair Services,Fully-automatic Washing machine repair Services,Top load Washing machine repair services ,front load washing machine repair services. We also provide Microwave repair service ,oven repair service and other appliance repairs etc.
    Samsung fridge repair

  7. Thank you for sharing this article, it really helps me a lot in the future, the image comes with a quality. This is the industry I’m also following

  8. Hey, very nice information. It is consummately okay to let one’s feelings, energy and even helplessness come through in what one does and says. It improves one’s conviction and the trustworthiness of what one says. Dull and aloof will as a rule crash and burn.

  9. Hi, I have bookmarked your website because this site contains valuable information in it. I am really happy with the quality and presentation of the article. Thanks a lot for keeping great stuff. I am very much thankful for this site.christian music

  10. Thanks for allowing me to view this portal which is full of relevant knowledge. We have reviewed the information provided and can claim that this is quite authenticated and we would recommend this to our friends. Vitamin Supplements Online

  11. Nowadays every organisation is running towards IOT for transfering data or to better understand customers to deliver enhanced customer service and to increase the value of business. Here 360DigiTMG is providing an الشركات المعتمدة لكشف التسرباتcertification course with experienced faculty and with 100% placement assistance. enroll now and get certified.
    Digital Marketing now days very impotent to every business to increase their brand awareness and leads sales. Noways technology growing rapidly every one using mobile phone want to purchase search any thing online

  12. This is the right site for everyone who would like to find out about this topic. You realize so much its almost tough to argue with you (not that I actually would want to…HaHa). You definitely put a fresh spin on a topic which has been discussed for ages. Wonderful stuff, just great.Budapest Short Term Rentals

  13. Thank you so much for the article you shared, the content was so good, the picture too, I will look forward to continuing your next articles.

  14. Working or business in Budapest for several months, or just looking for a temporary home? Our fully furnished and well equipped apartments available for short term rental between 1-6 month or long term from 6 month onwards for affordable monthly rentals, together with the comfort of a weekly cleaning service if desired. Everything like electricity, heating, TV, WiFi, washing machine/dryer, water, taxes, common fees are included. Just send us details which kind of apartment you are looking for e.g how many bedrooms, which district, renting period … and we will find the perfect place for you. Just fill out the contact form next to the listed apartment. Budapest long term rentals

  15. Awesome article. It is so detailed and well formatted that i enjoyed reading it as well as get some new information too.

  16. I’m eager to reveal this page. I have to thank you for ones time for this especially phenomenal read !! I certainly truly preferred all aspects of it and I additionally have you spared to fav to take a gander at new data in your site.Organic food

  17. Well, The information which you posted here is very helpful & it is very useful for the needy like me

  18. I would like to convey my admiration for your generosity in support of men and women that have the need for help with this particular concern. Your special dedication to getting the message all over had been wonderfully productive and have all the time made professionals much like me to attain their dreams. Your own invaluable tutorial means a great deal to me and additionally to my office workers. Thank you; from everyone of us.
    skyscanner uçak bileti

  19. Thanks for allowing me to view this portal which is full of relevant knowledge. We have reviewed the information provided and can claim that this is quite authenticated and we would recommend this to our friends. paint by numbers

  20. I will really appreciate the writer’s choice for choosing this excellent article appropriate to my matter.Here is deep description about the article matter which helped me more. I wanted to leave a little comment to support you and wish you a good continuation. Wishing you the best of luck for all your blogging efforts. online learning

  21. Interesting to read this article on the website, which makes me want to always read it. thank you. Fascinating to see this short article on the site, makes us wish to usually study it. flypgs

  22. Finding professionals is easy with Organic food Providers. Search our website to instantly connect with business and professionals. For professionals, our website works as a powerful tool for attracting more clients.

  23. Really appreciate this wonderful post that you have provided for us.Great site and a great topic as well i really get amazed to read this. Its really good.
    Flight booking

  24. I had similar problem to open abaqus from grid computer and my problem got solved with -mesa flag, abaqus cae -mesa, but the display is very slow, each movement takes ages to load on the screen.onurair

  25. Evaluation of active hexose correlated compound (AHCC) for the
    Eradication of HPV Infections in Women with HPV positive Pap Smears

    Judith A. Smith, Pharm.D., BCOP, CPHQ,FCCP, FISOPP Associate Professor &
    Director of Pharmacology Research Department of Obstetrics, Gynecology &
    Reproductive Sciences Division of Gynecologic Oncology

    UT Health Sciences Center at Houston Medical School read the mail article on
    farazteb
    health company

  26. Evaluation of active hexose correlated compound (AHCC) for the
    Eradication of HPV Infections in Women with HPV positive Pap Smears

    Judith A. Smith, Pharm.D., BCOP, CPHQ,FCCP, FISOPP Associate Professor
    Director of Pharmacology Research Department of Obstetrics, Gynecology &
    Reproductive Sciences Division of Gynecologic Oncology

    UT Health Sciences Center at Houston Medical School read the mail article on
    farazteb
    health company

  27. Regardless of the way of your business, your potential clients will dependably be of vital essentialness. Regardless of what components your items have, they will neglect to produce incomes without the correct clients. Consequently, stretching out administrations and support to focused customers is no not as much as a need for present-day business foundations.

    In spite of the fact that SEO administrations do a great deal to grow your business skyline, the present business circumstance, requests, and difficulties request other vital promoting approaches. Our Digital Marketing Company in Pune positions among those profoundly adored and fundamental internet advertising techniques for your fantasy wander.

Comments are closed.