Videos on a shoestring - University of Manchester. North West Group, 18 May 2016
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Transcript of Videos on a shoestring - University of Manchester. North West Group, 18 May 2016
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STORYTELLINGDavid Gennard
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DIFFERENT
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SHOWING ITTHE PROBLEM
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WORLD CLASSRESEARCH
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WORLD CLASSFACILITIES
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WORLD CLASSSTUDENT EXPERIENCE
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HOW IS YOUR CHARITY DIFFERENT?
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DIFFERENTIATION
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HOW DO WE DO THIS?
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BRAND ARCHETYPES
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DEFINE HOW YOU DO THINGS
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REPRESENT YOUR VALUES
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SHOW HOW YOU’RE DIFFERENT
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REFLECTED IN EVERYTHING YOU DO
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PROPOSITION?Do you have a clear
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DOES IT APPEAL TO YOUR AUDIENCE?
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CONVERT PEOPLEStrong brands
to their way of thinking
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WAYS OF PRESENTING
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3 Modes of Persuasion
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LOGOSAn appeal to logic
A way of persuading an audience by reason
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ETHOSAn appeal to the ethics
A means of convincing someone of the character or credibility of the persuader
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PATHOSAn appeal to the emotions
A way of convincing an audience of an argument by creating an emotional response
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MAKE ME CAREHOW TO
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MANY WAYS
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PROTAGONIST
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A PERSON, A GROUP OR AN ORGANISATION PRESENTED AS YOUR ARCHETYPE
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WANTThe protagonist’s want is the driving force of a story
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INDY WANTS THE ARTEFACT
WANT
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BRODY WANTS TO DEFEAT THE SHARK
WANT
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OUR RESEARCHERS WANT TO DEFEAT CANCER
WANT
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OBSTACLESObstacles stand in the way of the protagonists want and create drama, which engages us
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PUTTING IT TOGETHER
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PATHOSEmotion
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ETHOS + PATHOSCombine approaches
Credible ethics Emotion
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IT GIVES YOU A STARTING POINT TO MAKE GREAT CONTENT
This approach helps
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Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out
what else we do: www.charitycomms.org.uk
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North West Group 18 May 2016 Manchester#ccnorthwest
Videos on a shoestring