Passion for GrowthO u r p a s s i o n s m o v e u s t o d o g r e a t t h i n g s a n d h e l p u s e n j o y

t h e m a l o n g t h e w a y. H e r e ’ s h o w F l u i d , t h e C o m m u n i t y F o u n d a t i o n o f U t a h , a n d o t h e r l o c a l c o m p a n i e s u s e i t t o

d r i v e t h e i r b u s i n e s s .

Katherine Fife Director of Philanthropy,

Community Foundation of Utah

Dustin CederholmDigital Conversion Strategist,

Fluid Advertising

Tony Mastracci Director of Innovation,

Community Foundation of Utah

Katherine Fife provides oversight of the Foundation’s philanthropic funds and donors to those funds. A Utah native, she has worked in the nonprofit sector for nearly two decades. In addition to her experience with community foundations and philanthropy, she has managed all aspects of a nonprofit organization.

Tony Mastracci has over 20 years of experience in nonprofit operations and state and local government. Tony is an Adjunct Instructor at the University of Utah’s Public Administration Program and an Associate at the Institute of Local Government Studies at the University of Birmingham, UK.

@UtahCF @UtahCF @DustinCederholm / @GetFluid

Dustin has been a professional marketer for just under a decade. He specializes in marketing automation, conversion rate optimization, and enterprise lead generation. In his years as a marketer Dustin has helped large and small businesses successfully execute marketing campaigns leading to millions of dollars in new revenue.

@GetFluid

#FluidWebinarSeries

@UtahCF

What Is Passion?

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Definitions of Passion

W e b s t e r : a s t r o n g f e e l i n g o f e n t h u s i a s m o r e x c i t e m e n t f o r s o m e t h i n g o r a b o u t s o m e t h i n g

F a i t h - b a s e d : t h e s u f f e r i n g s o f C h r i s t b e t w e e n t h e n i g h t o f t h e L a s t S u p p e r a n d h i s D e a t h

C o p y w r i t i n g : t h e f o c u s o n e m o t i o n a l a s p e c t s o f w r i t t e n c o p y t o a f f e c t r e a d e r s i n a m o r e p e r s o n a l m a n n e r ; o f t e n c o n s i d e r t h e u s e o f b e n e f i t - c e n t r i c c o p y i n p l a c e o f f e a t u r e - c e n t r i c m e s s a g e s

What Makes You Passionate?

7

Why We Can Talk About Passion

What Makes A Consumer Passionate?

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Understanding What Drives Your Customer

Image source: https://theprogressivecynic.com/2013/12/02/the-greed-that-stole-thanksgiving/

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Understanding What Drives Your Customer

Image source: http://www.thinmartian.com/blog/2014/10/how-to-use-ad-agency-psychology-to-improve-your-website

How To Maintain Passion?

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Make a Plan

Imager source: https://www.kickstarter.com/projects/angeliatrinidad/passion-planner-start-focusing-on-what-really-matt

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Don’t Forget What Got You Here

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Don’t Rest On Your Laurels

Image source: http://calculategrossprofit.com.au/book/what-got-you-here-wont-get-you-there/

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It’s Ok To Cheat?

Passion RealizedA q u i c k l o o k a t s o m e o f o u r f a v o r i t e p a s s i o n p r o j e c t s .

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MedalMinder

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Purpose Portfolio

19

Ruby Snap Cookies

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Even Stevens Sandwiches

IN SUMMARY• Passion in business and marketing is when we focus on what we have a strong

emotional tie to and express that to the consumer we want to attract.• Focus on benefits not features, it will resonate more with your consumer and

lead to better engagement and ultimately more sales.• Make a plan. Identify your company tone and make sure it speaks to the

customer, not your company or product. • Don’t stop doing what you did to be successful but don’t get stuck with the same

strategy year after year. • Look back at previous work you did that was successful and repurpose to save

time and money.• Check out other brands that do this well and use elements from their work that

would work well in your business model.

Questions?H a v e a q u e s t i o n a b o u t p a s s i o n ? A s k i t n o w .

THANK YOU

@GetFluid

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