videos on a shoestring - university of manchester. north west group, 18 may 2016

STORYTELLINGDavid Gennard

DIFFERENT

SHOWING ITTHE PROBLEM

WORLD CLASSRESEARCH

WORLD CLASSFACILITIES

WORLD CLASSSTUDENT EXPERIENCE

HOW IS YOUR CHARITY DIFFERENT?

DIFFERENTIATION

HOW DO WE DO THIS?

BRAND ARCHETYPES

DEFINE HOW YOU DO THINGS

REPRESENT YOUR VALUES

SHOW HOW YOU’RE DIFFERENT

REFLECTED IN EVERYTHING YOU DO

PROPOSITION?Do you have a clear

DOES IT APPEAL TO YOUR AUDIENCE?

CONVERT PEOPLEStrong brands

to their way of thinking

WAYS OF PRESENTING

3 Modes of Persuasion

LOGOSAn appeal to logic

A way of persuading an audience by reason

ETHOSAn appeal to the ethics

A means of convincing someone of the character or credibility of the persuader

PATHOSAn appeal to the emotions

A way of convincing an audience of an argument by creating an emotional response

MAKE ME CAREHOW TO

MANY WAYS

PROTAGONIST

A PERSON, A GROUP OR AN ORGANISATION PRESENTED AS YOUR ARCHETYPE

WANTThe protagonist’s want is the driving force of a story

INDY WANTS THE ARTEFACT

WANT

BRODY WANTS TO DEFEAT THE SHARK

WANT

OUR RESEARCHERS WANT TO DEFEAT CANCER

WANT

OBSTACLESObstacles stand in the way of the protagonists want and create drama, which engages us

PUTTING IT TOGETHER

PATHOSEmotion

https://www.youtube.com/watch?v=buA3tsGnp2s

ETHOS + PATHOSCombine approaches

Credible ethics Emotion

IT GIVES YOU A STARTING POINT TO MAKE GREAT CONTENT

This approach helps

LET ME HELP YOU…

DAVIDGENNARD@AOL.COM

David Gennard

GET IN TOUCH

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

North West Group 18 May 2016 Manchester#ccnorthwest

Videos on a shoestring