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March 2021

  • What Luke Skywalker and Yoda have to do with marketing

    Writers know that any story can be told in 10 or more ways just by leveraging different hooks, perspectives, and storytelling frameworks. And when you frame stories to engage your audience, they can be incredible marketing tools. One way to achieve that level of engagement is to start by asking yourself this question: "Who’s the […]
  • The 15-minute persona exercise

    In an ideal world, we would have a target persona for each audience and project we work on. In the real world, this hardly ever happens. We all know how it goes: We’ve got five different projects we’re working on, no time to finish what we have, and another one gets thrown on our plate that […]
  • Using testimonials to create compelling videos

    When it comes to social media marketing, video is king. Most of us are visual learners (around 65% of the population, according to Social Science Research Network), so videos are a great way to get your messages across. One trap I see many brands fall into is creating videos that feel scripted or inauthentic. At […]
  • 4 simple ways to begin leveraging design thinking

    After last week’s conversation with Lisa Bralts and Kendra Wieneke (members of the Siebel Center for Design team), they put together four simple tips to help marcom professionals on campus dip our toes into design thinking. Here’s to better creativity, problem solving, and deliverables! 1. Start at the end (user). At the outset of a project, consider […]