{"id":2960,"date":"2023-12-29T12:31:53","date_gmt":"2023-12-29T12:31:53","guid":{"rendered":"https:\/\/illuminated-text.com\/cb\/?p=2960"},"modified":"2023-12-29T22:36:31","modified_gmt":"2023-12-29T22:36:31","slug":"class-exercise-comms-1","status":"publish","type":"post","link":"https:\/\/illuminated-text.com\/cb\/class-exercise-comms-1\/","title":{"rendered":"Class exercise: comms 1"},"content":{"rendered":"\n

Your mission<\/h3>\n\n\n\n

You have been hired (yay!)<\/em> to run a campaign to get people to leave their phones (or other screens) for 30 minutes a day and ‘touch grass’ (i.e., go outside for some exercise and\/or in-person socializing).<\/p>\n\n\n\n

Your goal<\/strong>: produce some strategic planning for a first campaign.<\/p>\n\n\n\n

How to do it wrong and make terrible ads that don’t work<\/h4>\n\n\n\n

It’s easy! Just tell people what you want them to do, like this: “Here is a picture of a sad person on their phone, and another of a happy person at the park! Be like the happy person!”. Come now, would that work on you? Honestly? Not a chance. <\/p>\n\n\n\n

Why is that example so bad? While was very focused on delivering the message (which is a good thing), it wasn’t considering any of the reasons people might have for not wanting to put their phone down or any of the reasons they actually might value going outside.<\/p>\n\n\n\n

It might be hard work, but we know you can do better!<\/p>\n\n\n\n

What to produce:<\/h3>\n\n\n\n

Three things:<\/p>\n\n\n\n

    \n
  1. Consumer insight (the amateur version is to think about yourself and the people you know well)\n
      \n
    • Reasons for being on one’s phone all the time?\n
        \n
      • What do they like about this?<\/li>\n\n\n\n
      • What don’t they like about this?<\/li>\n<\/ul>\n<\/li>\n\n\n\n
      • Reasons for going outside to exercise\/socialize?\n
          \n
        • What do they like about this?<\/li>\n\n\n\n
        • What don’t they like about this?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n\n\n\n
        • Use your insight from part 1 to build strategies for messaging\n
            \n
          • Consider whether you can get people at the top and\/or bottom of their funnel<\/li>\n\n\n\n
          • Consider the Theory of Planned Behaviour\n
              \n
            • Attitudes? Subjective Norms? Perceived Behavioural Control?<\/li>\n<\/ul>\n<\/li>\n\n\n\n
            • Consider involvement & persuasion\n
                \n
              • How involved will people be?<\/li>\n\n\n\n
              • Arguments and cues?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n\n\n\n
              • Brainstorm some ideas for message executions\n
                  \n
                • Can be an outline of a video, an internet banner, or even an app that people could use!\n
                    \n
                  • As detailed or as broad-brush-strokes as you have time for<\/li>\n<\/ul>\n<\/li>\n\n\n\n
                  • Don’t worry about artistic skill – in the real world you pay artists to fix that for you<\/li>\n\n\n\n
                  • Make sure you can describe how your ideas work with your strategy from part 2! \n
                      \n
                    • It’s easy to get carried away with a silly or cute idea (“happy person at the park!”)<\/li>\n\n\n\n
                    • Resist this! Articulate clearly how your execution makes your strategy happen<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n

                      We’ve given a real challenge here, so have fun with it! <\/p>\n","protected":false},"excerpt":{"rendered":"

                      Your mission You have been hired (yay!) to run a campaign to get people to leave their phones (or other screens) for 30 minutes a day and ‘touch grass’ (i.e., go outside for some exercise and\/or in-person socializing). Your goal: produce some strategic planning for a first campaign. How to do it wrong and make […]<\/p>\n","protected":false},"author":1,"featured_media":2074,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[],"chapter":[20],"exclude_from_index":[15],"class_list":["post-2960","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","chapter-8-communications-1-foundations","exclude_from_index-exclude-from-index"],"_links":{"self":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/2960","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/comments?post=2960"}],"version-history":[{"count":6,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/2960\/revisions"}],"predecessor-version":[{"id":3410,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/2960\/revisions\/3410"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/media\/2074"}],"wp:attachment":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/media?parent=2960"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/categories?post=2960"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/tags?post=2960"},{"taxonomy":"chapter","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/chapter?post=2960"},{"taxonomy":"exclude_from_index","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/exclude_from_index?post=2960"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}