Welcome to Issue 03

In this Issue...

• A Different Lens by Monash University
• What, no Brief? Part 3 – Audience Insight
• The Conditions for Creativity Part 1 – Belief
• Provocation of the month: Something to ponder

A Different Lens by Monash University

SYNOPSIS

Launched in 2017, A Different Lens has been in my periphery vision for a while. This documentary series “draws on the unique perspectives of academic and industry leaders from across a wide range of disciplines, to uncover insights into the magnitude and complexity of the themes and challenges that will shape our future”.

To date, the content series has over 1.6m views across 42 episodes, a hugely impressive average of 38k views per film.

The work is produced in collaboration with VML Melbourne.

CRHEATE Review

To avoid any doubt I think this content series is one of the best form a university, if not the best in the sector. That’s a bold statement considering there is some great stuff out there, so let me explain.

This is university content production for the Netfilx generation. Properly ‘branded content’ (not just content) that has its eye on audiences beyond the walls of the institution, making the leap from sector-specific to culturally relevant topics.

It looks and sounds the part and, has a clear objective – as Caroline Knowles, Director of Global Marketing for Monash University told me, “We want to establish Monash as a Thought Leader in the sector”.

Sensibly this brand-building objective is supported with a paid media budget.

(Note: For those who think that paid promotion of content sullies the reputation of academic institutions then think again. All serious marketing effectiveness research proves that paid promotion is central to success. And as my partner Nick would say “Why build castles in the desert? No one will know they are there”).

Quality of creative production

So, first up let me highlight the quality of the production. The fact I’m even commenting on this shows it stands out. The title sequence is great. It’s consistent, memorable and intriguing across the episodes, but with nice content-specific touches. Unlike most title sequences these build a sense of anticipation (see above example). They’re more than just an ‘identifier’, for me they’re creatively woven into the episodes as a part of the storyline line, not stalling it. Quality-wise they’re what you’d expect to see in TV schedules. What a great start!

The filming isn’t flashy. There’s smart use of well-lit talking heads and atmospheric B Roll and archive footage for context. But it’s the performances and editing that shine.

Every university will have a range of experts, from the world-leading voices to the prophets in the wilderness. Some are willing participants when the cameras roll. Others have to be coaxed, encouraged and trained. And others … well, you know.

Caroline and her team have done a brilliant job across all of the episodes to find not only excellent performers but a diverse range too, in disciplines, gender and ethnicity.

What struck me about the series is the strong journalistic approach throughout. It takes the content beyond the standards you might expect in any decent film production, into something that reaches and maintains the Thought Leadership objective.

“I put the participation of a journalist at the heart of the whole production cycle” Caroline Knowles.

And it shows.

Topics

Rather than starting with what the university wants to talk about Caroline researches the potential topics for the series from popular culture. Hence having episodes on the Future of Terrorism, The Age of Cryptocurrency and Treating Mental Illness with Psychedelics. See what I mean, you want to watch it already, don’t you?

Academics and researchers across disciplines are then sourced to open up the subject in interesting new ways, rather than offering one standard line of argument, providing the viewer with a range of opinions from different viewpoints.

Audience and reach

Academics and researchers are firmly to the fore in the content. But unlike the content produced by too many HE institutions, you can see how audiences (deliberately plural) were part of the concept rather than a happy accident.

As Caroline said, “We wanted to reach the educated commuter”.

So without dumbing down the subject matter or the opinions of the participants (a bone of contention for many academics), Monash has successfully maintained intellectual credibility with a broader reach, effectively jumping the walls of the ivory tower. The fact the content has been picked up by news titles in Australia is perfect evidence.

The team also wisely shares edits of the content with the participants for them to use on their own channels, deepening engagement and increasing the fame for all concerned. A very smart move.

Consistency – over time

Unless someone can prove otherwise I refuse to believe that Monash has a monopoly on great research. Pretty much every HE institution has great stories to tell. But for me, it is leading the way in operationalising that creatively, tapping into globally relevant cultural topics and maximising the branding potential.

It’s part of a broader approach Monash is taking to promote research and innovation which is expertly curated under the LENS title on their website (and a YouTube playlist of course), including the Podcast series “What Happens Next?”

A Different Lens is setting a high benchmark and frankly, that’s worth celebrating!

THREE TAKE-OUTS

Consider how your content could be serialised

• You should have your Hero content, usually the university ad that’s out there as often as possible. But consider how you might then engage those audiences over time with serialised content.

Quality speaks volumes

• Need I say more? Looking good won’t make up for poor-quality content but great-quality content can be destroyed by looking bad.

Target audience

• Once you’ve defined your strategic objectives what will your audiences want to hear and see so you can achieve them?

WHAT NO BRIEF? Part 3

How to generate compelling insights

There are three insights you’ll need to create for a great creative brief

• Audience insight
• Category Insight
• Brand Insight

Audience Insight

First up, what is an Audience Insight? Well, our pals at Google say it will “help you better understand who your customers are by surfacing the unique characteristics, interests, and behaviours of user groups who view your ads and convert”.

There is literally nothing worse for a creative than getting a brief with an insight that isn’t –?something that’s make-believe, platitudinous and frankly dishonest. Who wants to work on that project? Actually … who wants to write a brief like that?

Insight should be just that, a Truth –?one that will inspire a creative idea that prompts your audience to action.

Here’s the best thing I’ve ever read about insight. It's from The Little Prince by Antoine de Saint-Exupéry.

“Grown-ups like numbers. When you tell them about a new friend, they never ask questions about what really matters. They never ask: ‘What does his voice sound like?’ ‘What games does he like best?’ ‘Does he collect butterflies?’ They ask: ‘How old is he?’ ‘How many brothers does he have?’ ‘How much does he weigh?’ ‘How much money does he have?’ Only then do they think they know him. If you tell grown-ups, ‘I saw a beautiful red brick house, with geraniums at the windows and doves at the roof…,’ they won’t be able to imagine such a house. You have to tell them, ‘I saw a house worth a thousand francs.’ Then they exclaim, ‘What a pretty house!”

You can upskill your team in one hit with HOW TO WRITE GREAT CREATIVE BRIEFS

Get in touch for more info. It’s a stormer!

THE NINE CONDITIONS FOR CREATIVITY

In Newsletter 02 I introduced The Conditions for Creativity organisations need to exist and nurture to fuel competitive advantage.

Let's take a swift look at the first one.

PART 1 PURPOSE –?Belief

You may think it strange to talk about Belief in the context of creativity but you won’t believe how important it is. The stronger the relationship between your organisation’s Purpose and its view of the world and yours the more powerful the work will be. Your progress is linked to that of the organisation.

So the question is, do you know what your organisation believes? Why does it exist? What is its purpose?

Then ask yourself the same question.

In the HE sector theoretical alignment shouldn't be too difficult. The practice may be another story. If the organisation, or you, can’t answer the questions then finding the answers could lead to a huge breakthrough in creativity all round.

PROVOCATION OF THE MONTH

Be a thing. Not a no-thing. Not an every-thing.

Compromise is all well and good in relationships, but not brand building. Universities are complex organisms by nature, with many internal and external stakeholders requiring different things. So compromise is the order of the day. But what are you often left with? A box-ticking exercise and not much more.

Academic/research rankings may get you so far, but your city/location may do a lot of the 'emotional' branding for you – for good or bad.

Take control. Be for something. Be against something. Be a thing.

AND REMEMBER ...?UNIVERSITIES SHOULD BE THE MOST EXCITING BRANDS IN THE WORLD!