Becoming a Respected Maverick

ways to be a respected maverick

#UCDA MARCH 27, 2015

@RichardHBailey@RHBInformed

5

“The President’s wife doesn’t like purple.”

“Can you make the logo bigger?”

“Just center everything.”

“What do you plan to do with all that empty space?”

“I know we’re supposed to follow campus brand standards, but I don’t want to go with

those. Can you just…”

“They won’t let me __________.”

“They think these photos are good???”

“They don’t get marketing at all.”

“Where the heck did they come up with that logo?”

maverick

an independent individual who does not go along with

a group or party

THINK IS FOR GIRLS.

Sweet Briar, Virginia · 800.381.6142 · [email protected] · www.sbc.edu

Sara Coffey '06 · Anderson, South Carolina · Dance and government

THINK IS FOR GIRLS.

Sweet Briar, Virginia · 800.381.6142 · [email protected] · www.sbc.edu

Sara Coffey '06 · Anderson, South Carolina · Dance and government

#thinkisforgirls

guilford popcorn

alma tartan

The Warner Pacific logo consists of the two letters “WP,”

both of which have been curved at the edges to reflect the

waves of the Pacific Ocean. These curved edges function

as entry points into the process of education that occurs

at Warner Pacific—so as you enter you must traverse

the cross that is f

ramed between the W and the P. It is

only when you come to the cross with your intellect that

you are then prepared to address life’s most difficult

questions. Our tradition of sending scholars into the

world prepared to serve their communities is reflected in

the curved appendage of the letter P, which gives motion

to the process of leaving Warner Pacific.

In addition to serving as “initials” for the college’s name,

the letterforms are fresh, clean and balanced, and suggest

the natural beauty of the Pacific Northwest. The two

rounded elements that appear above the wordmark are

intended to represent two people with differing points of

view who are facing each other. Because of their shared

faith in Jesus and their ability to enter into productive

and informed dialogue, these two people can literally see

eye to eye across the cross.

Generally, the logo should appear with the wordmark.

When space is limited or when the audience is fa

miliar

with Warner Pacific, it is appropriate for the logo to

stand on its own.

To reflect the natural beauty of the surrounding Portland

environment and to capture the spirit of refreshing

inquiry on campus, colors have been selected to reflect

both the water and evergreen landscaping of our area.

Publications will be appealingly bright and open.

Communications will reveal a fresh perspective for life

and honest questioning on campus and also resonate

with the overwhelming opportunities for experience and

service in the surrounding urban area.

wpc urban position

ways to be a respected maverick5

1know your client.

(really well.)

2solve problems proactively.

(take the lead.)

3Do the research.

(insist on it.)

• who is the audience? • What do we know about them? • why will they care?

• what difference would it make if client/event/ program wasn’t available?

• who is the competition? • what do they offer that’s better?

• what is the clear advantage? • what’s honestly most important in communication?

4prepare rationale.

(pace yourself on the clever stuff.)

how to present a concept and win

“Today I’m happy to show you the concept we’ve developed in response to your request for x. I’m eager to show it to you but, before we look at the concept, I’d like to review a few key ideas…”

Ensure that you have a shared understanding of terms: (brand, positioning, marketing, advertising, promotion…)

how to present a concept and win

Review intended audience(s) and descriptions

review objectives

review anticipated results (what does the client hope to see as a result of this solution?)

how to present a concept and win

“Now… Let me show you how we have solved your problem and addressed your request…”

how to present a concept and win

5demonstrate success.

(brag purposefully.)

Build confidence. Earn trust.

the big takeaway…

Q?

thanks.