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oikos Markting & Layout

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Presentation on marketing and layout issues at oikos, held at the Project Leadership Programme Meeting II, in Chur, on 20 June 2009.

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oikos Markting & Layout

  1. 1. First lessons in communication
  2. 2. What will happen? oikos marketing and layout <ul><li>First lessons </li></ul><ul><li>How do we communicate? </li></ul><ul><ul><li>Content and Writing </li></ul></ul><ul><ul><li>Style and Graphic </li></ul></ul><ul><li>Next steps </li></ul>
  3. 3. How do we communicate? oikos marketing and layout <ul><ul><li>Content and Writing </li></ul></ul><ul><ul><li>Style and Graphic </li></ul></ul>
  4. 4. Talk with a purpose. oikos marketing and layout To convince… Whom? Students of business at Cologne University The consumer goods company XYZ to… do what? Take a one-day course in sustainability Support the upcoming conference on ABC instead of… what else? Just having a barbecue Another, non-sustainability student initiative because… how? It will benefit them in their future studies and enable them to make a difference for sustainability while at work. oikos students are highly motivated and an interesting target group, and ABC a topic that is of strategic interest for the company.
  5. 5. Build a story oikos marketing and layout Schedule Activity 1 Activity 2 Activity 3 Feedback Outlook People namedropping Programme Personal learning story 1 Personal learning story 2 Personal learning story 3 Outlook Programme name Name Learnings Name and Learning Feedback Personal Outlook news/date/2008/april/03/article/building-a-team-of-project-leaders.html
  6. 6. Who needs headlines? oikos marketing and layout The original list of 23 tricks and illustrations is online available at articles/whoneedsheadlines . Reveal facts ‘ 600 voices for sustainability at ESSEC business school’ Use ‘how to’ phrases How to make your university cafeteria sustainable. Use a quote “ I learned so much about sustainable lifestyles” (Only if it is a strong quote or famous person) Give a direct command Apply now for the oikos Winter School Use a case story / personnel experience How Markus Meier changed his university curriculum. Be controversial Please, don’t worry about climate change...
  7. 7. Some not-so formalities... oikos marketing and layout <ul><li>Avoid advertising adjectives and text and headlines </li></ul><ul><ul><li>e.g. excellent, brilliant, especially... </li></ul></ul><ul><li>Interesting facts speak for themselves </li></ul><ul><ul><li>‚ 600 voices for sustainability‘ </li></ul></ul><ul><li>Be personal: Focus on people, their opinions and aspirations </li></ul><ul><ul><li>Instead of &quot;the participants enjoyed&quot; say &quot;Paula Panther says that „the coaching sessions were...” </li></ul></ul><ul><li>How would you tell the story face-to-face? </li></ul><ul><ul><li>Read the text out loud to make the test... </li></ul></ul>
  8. 8. Some formalities... oikos marketing and layout <ul><li>Avoid the use of slang words and technical language </li></ul><ul><li>Avoid fill-words: </li></ul><ul><ul><li>&quot;for the purpose of&quot; > &quot;to&quot;... </li></ul></ul><ul><li>Keep your sentences short </li></ul><ul><li>Use active language </li></ul><ul><ul><li>“ has been organised” > “AB organised” </li></ul></ul><ul><li>Try not to use abbreviations </li></ul><ul><ul><li>A nd define those you use! </li></ul></ul><ul><li>Steer away from the use of symbols </li></ul><ul><li>Clichés should always be avoided </li></ul>
  9. 9. Keep it simple... one example! oikos marketing and layout <ul><li>Focus on core messages </li></ul><ul><li>Elimination of phrases </li></ul><ul><li>Sentences shortened </li></ul><ul><li>Content duplication removed </li></ul><ul><li>Less academic writing style </li></ul><ul><li>Bullets instead of flow text </li></ul><ul><li>Place for layout material </li></ul>
  10. 10. Keep it simple... one example! oikos marketing and layout
  11. 11. Keep it simple... one example! oikos marketing and layout Words: 495  331 Characters: 3209  2252 Paragraphs: 19  28 Lines: 50  38 Words / paragraph: 26  12
  12. 12. Make it better. oikos marketing and layout “ Sustainability has many facets.” “ Students do not understand sustainability well.” “ The objective of project is to achieve its pre-defined goals in the area of sustainable campus change” “ Students met for the first coaching weekend.” “ oikos Executive Board selected 10 participants for leadership excellence coaching” “ The reader will follow a journey...” “ T h e event is designed to deliver excellence and superior quality in content-oriented discussions” Exercise
  13. 13. Some very formalities... oikos marketing and layout <ul><li>Always be sure to use correct spelling of names and organisations </li></ul><ul><ul><li>Copy-paste names from emails and websites! </li></ul></ul><ul><li>Use automatic spell-checking </li></ul><ul><ul><li>Spell smoehting wrong on purpose to see if it is working </li></ul></ul><ul><li>Use personal spell-checking </li></ul><ul><ul><li>Do not spell-check your own material </li></ul></ul><ul><ul><li>Best, get a native speaker to do the job </li></ul></ul>
  14. 14. Some oikos formalities... oikos marketing and layout <ul><li>oikos International </li></ul><ul><li>oikos Foundation </li></ul><ul><li>oikos Paris </li></ul><ul><li>(oikos) PhD Fellowship Programme </li></ul><ul><li>(oikos) Spring Meeting </li></ul><ul><li>(oikos) Autumn Meeting </li></ul><ul><li>oikos alumni </li></ul><ul><li>oikos member </li></ul><ul><li>o in oikos always small </li></ul><ul><li>Nouns in project names always in first-letter capitals </li></ul><ul><li>People in small letters </li></ul>
  15. 15. Empowering the audience oikos marketing and layout <ul><li>Always provide hints about the next steps </li></ul><ul><ul><li>‘ Apply now’, ‘Download from’ </li></ul></ul><ul><ul><li>‘ To get involved, please...’ </li></ul></ul><ul><ul><li>If no involvement opportunity yet, provide signup to ‘newsletter’ on updates </li></ul></ul><ul><li>Leave contact details </li></ul><ul><ul><li>Personal: ‘Contact Nina’, not ‘Contact the project manager </li></ul></ul><ul><ul><li>Personal email addresses and telephone number </li></ul></ul>
  16. 16. Graphics that make sense oikos marketing and layout <ul><li>Graphics can rapidly, intuitively convey meaning </li></ul><ul><li>Build graphics based on logical structure </li></ul><ul><li>What are the relations between the elements? </li></ul><ul><li>Concentrate on key elements </li></ul>
  17. 17. Graphics that make sense oikos marketing and layout
  18. 18. Do you want more? oikos marketing and layout topics/content Short version: „Deutsch fürs Leben“.
  19. 19. Reflection Phase oikos marketing and layout <ul><li>Split into two-person teams </li></ul><ul><li>Take a look at your material and go through the self-improvement guide and presentations </li></ul><ul><ul><li>What have you already considered? </li></ul></ul><ul><ul><li>What would you do differently now? </li></ul></ul><ul><ul><li>Where are you unsure how to handle things? </li></ul></ul><ul><li>Present your conclusions to your team mate. </li></ul><ul><li>Reflect on the findings of your team mate. </li></ul>Exercise 20min
  20. 20. Break oikos marketing and layout Be back in 10 minutes...
  21. 21. 3 How do we communicate? oikos marketing and layout <ul><ul><li>Content and Writing </li></ul></ul><ul><ul><li>Style and Graphic </li></ul></ul>
  22. 22. Reflection Phase oikos marketing and layout <ul><li>Keep your layout simple </li></ul><ul><li>Don't put too many elements on one page </li></ul><ul><li>Define fix area for title, text, logos, page numbers </li></ul><ul><li>Always put fix elements in same positions </li></ul><ul><li>Define primary and secondary color(s) </li></ul><ul><ul><li>Use primary color for regular text </li></ul></ul><ul><ul><li>Secondary colors for highlighting </li></ul></ul>
  23. 23. Reflection Phase oikos marketing and layout <ul><li>Use a max. of 2 typesizes (title/textblock) </li></ul><ul><ul><li>size = depending on size of audience/presentation location </li></ul></ul><ul><li>Define clear, simple title hierarchies </li></ul><ul><ul><li>dividing pages for navigation purposes </li></ul></ul><ul><li>Charts: keep them as simple as possible </li></ul><ul><ul><li>and don't overdue it with numbers! </li></ul></ul><ul><ul><li>Define a chart-style upfront, always use same size etc. </li></ul></ul>
  24. 24. An a is no a is no a –  Typography oikos marketing and layout <ul><li>Two fonts are used in oikos style </li></ul><ul><li>Both are standard-fonts (on Windows and Mac) </li></ul><ul><li>Trebuchet MS </li></ul><ul><li>‚ plain‘, sans-serif font </li></ul><ul><li>Used for text in the logo </li></ul><ul><li>main heading of reports </li></ul><ul><li>PowerPoint slides </li></ul><ul><li>Georgia </li></ul><ul><li>Serif-font </li></ul><ul><li>For flow-text </li></ul><ul><li>Second-level headings </li></ul>abcdefghi123456789 Abcdefghi 123456789
  25. 25. Three colours - blue oikos marketing and layout <ul><li>oikos uses three different kinds of blue </li></ul><ul><li>same colours as in logo! </li></ul>bright C=67%, M=4%, Y=6%, K=0% R=44 G=165 B=200 medium C=67%, M=43%, Y=4%, K=0% R=70 G=102 B=155 dark C=95%, M=86%, Y=0%, K=0% R=31 G=44 B=144
  26. 26. Starting with more than nothing oikos marketing and layout Standard headings and text formats Use pre-defined styles
  27. 27. Starting with more than nothing oikos marketing and layout Replace with your Chapter logo Replace this photo with something that fits for your purpose! Same formats as in ‘short’ template Two-column layout for better readability
  28. 28. Some front-pages oikos marketing and layout
  29. 29. Be consistent oikos marketing and layout Website News item Book-let Poster
  30. 30. A typical page oikos marketing and layout Heading 1 Heading 2 Caption Citation Insert Photos
  31. 31. Get support oikos marketing and layout Layout material in the oikos toolbox Templates, style guide, this presentation. Discussion board section on marketing Ask questions, get answers (not so active yet...)
  32. 32. See it in practice oikos marketing and layout Switch to word document...
  33. 33. Do it for your project oikos marketing and layout <ul><li>What is our key message? </li></ul><ul><li>How do we want to communicate it? </li></ul><ul><li>What steps could we take to improve? </li></ul><ul><li>Who will be responsible? Till when? </li></ul><ul><li>What exactly will have changed when we have implemented the changes? </li></ul>Exercise 20min
  34. 34. Feedback oikos marketing and layout <ul><li>I think it was... </li></ul><ul><li>I would change... </li></ul><ul><li>I will take home... </li></ul>
  35. 35. Thank you! oikos marketing and layout Martin Herrndorf oikos PhD Fellow martin.herrndorf @ oikos-international . org mobil +41 (0) 76 263 2601 skype ‚herrndorf‘
  36. 36. What is communication ? oikos marketing and layout
  37. 37. Who are you? oikos marketing and layout <ul><li>My project in one sentence </li></ul><ul><ul><li>Summarise your project in one sentence! </li></ul></ul><ul><li>oikos in one (unique) sentence </li></ul><ul><ul><li>Your definition should be ‘unique’ </li></ul></ul><ul><ul><li>Not given by another person in the round before you </li></ul></ul><ul><ul><li>What could oikos mean for different people? </li></ul></ul><ul><ul><li>What did it mean for you in the past? </li></ul></ul>Exercise 15min
  38. 38. 2 Whom do we talk to? (for different groups of people) oikos marketing and layout <ul><li>Split into three groups: </li></ul><ul><ul><li>Students (front), faculty (right), business (left) </li></ul></ul><ul><ul><li>Chapters, please split to different groups! </li></ul></ul><ul><li>You task: The ‚value web‘ </li></ul><ul><ul><li>What are you key interests (yellow card) </li></ul></ul><ul><ul><li>How do these relate to oikos? (orange) </li></ul></ul>Exercise 20min
  39. 39. Weaving the value web oikos marketing and layout Group Interest 1 Interest 2 Interest 3 Interest 4 Interest 5 Interest 6 Link to oikos Link to oikos Link to oikos Link to oikos Link to oikos Link to oikos Link to oikos Link to oikos
  40. 40. What is communication ? oikos marketing and layout Same message each year, but everybody listens...