Sometimes the baby chicks cluck on Vine, too.

Day 3 of the Daily Little Chicken vine.co/v/bFqinLJ9JVq

My interactive marketing students at St. Kate’s are done with chickens. However, the girls taught my students that people don’t click on links on Facebook from a mobile device, but they do on Twitter regardless of the interface. And more importantly there’s more than one way to tell an engaging story.

In class tonight we’re looking at trends and tools to digitally tell a story. Here are a few of our resources. Enjoy!

2013 Trends from Adobe: http://success.adobe.com/assets/en/downloads/whitepaper/Adobe-Quarterly-Digital-Intelligence-Briefing-Digital-Trends-for-2013.pdf

Visual branding design basics from Hubspot, “Crash Course in Visual Content Creation:” http://cdn2.hubspot.net/hub/53/file-24953927-pdf/offers/design_it_yourself_the_marketers_crash_course_in_visual_content_creation.pdf?t=1364179930000

• Color Palettes: http://design-seeds.com/
• Basic HTML: http://blog.hubspot.com/blog/tabid/6307/bid/5586/Basic-HTML-Every-Internet-Marketer-Should-Know.aspx
• Color Schemes: http://www.colorschemedesigner.com/
• Color ideas: http://www.colourlovers.com/
  • Generate a palette based on a photo with the Photocopa tool*: http://www.colourlovers.com/photocopa
• Pick a web font: http://www.google.com/webfonts
• Photo editing tools in lieu of Photoshop: Pixlr or Sumopaint or even Google+
• Manipulate (add text etc) to a screenshot with: Jing or Evernote’s Skitch
• Create a word cloud with Wordle.net

It’s snowing today. It’s the middle of April. The weather thrills no one.

I’m reading blogs and integrated marketing communication plans today and I noticed that my students’ sentences are usually a lot longer than mine (see my three sentences above). In business writing, we aim to inform our readers concisely. Many of us tend to write what we think, which is a great way to begin. However, everyone needs to go back and rewrite so our readers understand immediately what we mean.

According to INC. magazine we should obey Rule No. 1: Get to the Point. I agree–the lesson is how. Below I’ve curated a few sections from Purdue’s Online Writing Lab (OWL) to help you, get to the point.

Online writing tips from the Purdue University Online Writing Lab (OWL)

Conciseness:  http://owl.english.purdue.edu/owl/resource/683/04/

Directness  http://owl.english.purdue.edu/owl/resource/683/01/

Academic writing in North America has often been described as “direct.” This can mean two things: 1) dealing immediately with the topic at hand without extra information; 2) using clear and precise language to describe even the most uncomfortable and taboo subjects. Direct writing will be seen by professors and other readers as lean and efficient. Follow these strategies to make your writing more direct:

• Create an outline of your text before writing, and compare your early drafts with the outline. If a word or a sentence does not contribute to any of the points in your outline, remove it.
• When you review your early drafts, look for ways to make your sentences shorter, but without removing any important meanings from them. If you can do this, then make them shorter.
• Look for euphemisms (mild or vague expressions for something that is uncomfortable to talk about). If you find any euphemisms, change them to clearer language.

Writing for a North American Business Audience   http://owl.english.purdue.edu/owl/resource/651/1/

Every country has its own set of rules and expectations about the ways to communicate in a business setting. In some countries, they may place less emphasis on written materials and more emphasis on verbal communication. However, in the United States, memos, letters, [social media, white papers,] and emails are important and play a role in creating a person’s business reputation.

Getting to the Point

The question “so what is your point” is very common with American audiences. In general, North Americans prefer to get a preview of the main ideas so that they know what to expect. Time is an important factor for U.S. business people because they do not have much of it. So it is important to state your purpose or “the bottom line” for writing at the beginning of your document.

Here is an example of a hidden main point where the writer is requesting employment verification*:

As you can see, the above statement goes on several sentences and the writer still has not revealed his or her purpose. A busy personnel director might skip over this request and make it a last priority.

This is an example with the main point clearly stated:

Often times writers will place their main point at the bottom of their document because they are either delivering bad news or they are afraid their ideas will be rejected. But business writing experts warn against this style of writing. Bad news should always be delivered up front. Also remember that while you do not want to be too shy about delivering bad news, you also do not want to be too aggressive when you submit an idea or suggestion. For example, “We must hire a new secretary now” has an aggressive tone that your reader may not appreciate. Instead write something like, “I know that you do not think we should hire a new secretary now, but I really think we need to. Please let me explain my reasons.”

Keeping It Simple

You may have heard your English instructors tell you not to worry yourself over complicated sentences and impressive words. Just use simple language to get your point across and you will have more success. Well, the same proves true for business writing. You might feel compelled to use bigger words or more complex sentences to build credibility with your audience.

The two primary reasons to avoid such tactics are:a) you might be perceived as a con artist or, b) your message might become confusing.

An example of using “impressive words”:

An example using simple words:

The second passage is much easier to understand and it gets straight to the point. There is little room for misunderstanding with that statement.

Using Passive and Active Voice*

Passive voice has three basic characteristics:

A form of the verb to be (is, am are, was, were, be, been, or being).

A past participle (a verb ending in -ed or -en except irregular verbs like kept).

A prepositional phrase beginning with by (though this is not always the case)

Here is a sentence using all three characteristics:

Another sample of a passive sentence:

Passive statements convey a clear message and in some cases (those without the prepositional phrase) are grammatically correct. But the problem is that writers often over use passive phrases.

A writer uses passive voice to purposefully leave out the actor or subject of the sentence in an effort to sound more diplomatic. Look at this example.

Active: ”I decided that everyone must retake the exam.”
Passive: ”It has been decided that everyone must retake the exam.”

The passive example takes the actor out of the sentence so that the audience cannot directly blame someone.

Author Edward Bailey offers a few suggestions on when to use passive voice. He says there are three instances to use it:

When you don’t know the actor

When the actor is unimportant to the point you’re making (“The Congressman was re-elected.”)

When the emphasis is clearly not on the actor but on the acted upon (“What happened to the little girl? The little girl was rescued.”)

If your purpose does not fall into one of three categories above then use active direct voice. But be careful not to be too direct. You would not want to tell an employer that he or she should hire you because “I am the best.”

For more about active and passive voice, click here for a whole OWL handout devoted to it.

Using Nondiscriminatory Language

Nondiscriminatory language is language that treats all people equally. It does not use any discriminatory words, remarks, or ideas. It is very important that the business writer communicate in a way that expresses equality and respect for all individuals. It is the kind of language that can come between you and your reader. Make sure your writing is free of sexist language and free of bias based on such factors as race, ethnicity, religion, age, sexual orientation, and disability.

Use neutral job titles.

Not Good: Chairman
Better: Chairperson

Avoid demeaning or stereotypical terms.

Not Good: After the girls in the office receive an order, our office fills it within 24 hours
Better: When orders are received from the office, they are filled within 24 hours

Avoid words and phrases that unnecessarily imply gender.

Not Good: Executives and their wives
Better: Executives and their spouses

Omit information about group membership

Not Good: Connie Green performed the job well for her age.
Better: Connie Green performed the job well

If you do not know a reader’s gender, use a nonsexist salutation.

Not Good: Dear Gentlemen:
Better: Associate Director Chris Hammond:

Do not use masculine pronouns

Not Good: Each student must provide his own lab jacket
Better: Students must provide their own lab jackets. Or Each student must provide his or her own lab jacket.

For more about nondiscriminatory language, please see our OWL handout on nonsexist or appropriate language use.

Notes and References

* Bailey, Edward P. The Plain English Approach to Business Writing. Oxford University Press: NY, 1990.
** Mark Dollar. “Basic Tips for ESL Students: Writing for an American Audience.” Purdue OWL, 1999.

If you like to golf, there are almost too many options in St. Paul. In fact, last year MinnPost reported that the city is trying to figure out what to do with all the city courses because they’re no longer profitable (learn more about urban golf course decline here).

• Are kids too busy?
• Does it take too long to learn?
• Is it too expensive?
• Doesn’t anyone golf anymore?

Regardless of the reason, the Saintly City is looking to grow their own future players with a number of programs.

The newest is their Sunday night “Family Fun Golf” where kids golf pay nothing and an adult plays for only $10. Children must be 7 years old and you can only make reservations 2 weeks in advance. Part of me thinks these will fill up fast–it’s a great deal and low-pressure atmosphere for kids. With extra short tees and lots of kids on the course there shouldn’t be anyone demanding to play through.

First Tee, a national golf non-profit, provides lessons and junior leagues through the local St. Paul branch and in cooperation with St. Paul Parks and Recreation. For only $30 young kids can learn to chip, putt, and drive in twice-a-week two-week series of lessons.

Better players, or at least, passionate ones can play in a weekly Monday morning league (5 or 9 holes), including one just for girls.

How do I know about this? I’m on the email list.

We need a summer activities fair.

But what if you’re a new parent whose child is ready to move up beyond plastic golf clubs?

How do parents learn of programs for their kids? Is it all word-of-mouth and Google searches? We’ve got a Home Improvement Fair in Highland Park, why not a summer activities fair–in February when we’re all dreaming of warm summer breezes?

We begin with goals and translate them into ideas and strategies. Sometimes we simply play with taglines and work backwards to see what they have in common. Invariably, we examine what other people are doing to map the process and see the difference between strategies and tactics.

Here’s a great example.

Marketing Goal:  Get more customers

Communications Goals:  Differentiate this business from its competitors

Creative Strategies:

• Showcase the CEO’s humor
• Arouse the curiosity of potential customers
• Begin your own story
• Make this business distinct from its competitors

Tactics:

• Quick and funny video series with the CEO

• Visual vs. text heavy homepage designed for the target market

• Transform the idea of purchase into “writing your own story”

Does this campaign miss the target market (young women under 40)?

What does “young” mean? I’m over 40 and inured to pink ribbons and races for the cure, so I like (Re)Think’s approach.

What do YOU think?

Reblogged from the (private) class blog for Integrated Marketing Communications at St. Catherine University

The problem:  Women (and men) get breast cancer. Everyone should check their breasts regularly–but they don’t.

Creative concept:

We are the young women’s breast cancer movement.

Launched in 2001, Rethink is the first-ever, Canadian breast cancer charity to bring bold, relevant awareness to the under-40 crowd; foster a new generation of young and influential breast cancer supporters; infuse sass and style into the cause; and, most importantly, respond to the unique needs of young (or youngish) women going through it.

No pink ribbons required.

How We (Re)think

Adios fear-based campaigns and blanket support programs. We think young people deserve their own breast cancer movement.

Select Media: 

Website : rethinkbreastcancer.com

Facebook:  facebook.com/RethinkBreastCancer

YouTube:  youtube.com/user/rethinkbreastcancer

Twitter:  @rethinktweet

Mobile App:  Your Man Reminder

Video Example:

http://www.youtube.com/watch?v=3omQdVqRbDA&feature=share&list=UUezVa-OkFwgFeNFRKOFbSGQ

Thursday is Shout Out St. Kate’s Day. My students wrote, produced, starred in and generally lived and breathed the topic since early February. They’ve had one month to learn the public relations value of this event and contribute their own creativity to the effort.

What did they learn?

• Using events to create publicity (A Tweet Up at the Mall of America)
• Encouraging and involving stakeholders (How would students envision and publicize the video contest?)
• Communicating goals and important dates (When were the videos due?)
• Being flexible to the external environment (Vine is only 5 weeks, old, after all!)

My Students’ Work

Vine:

• Are you ready for #ShoutOutStKatesDay We are #M2350vine.co/v/brTW0DvBEev @stkate

• “My Dreams Started Here” #ShoutoutStKatesDay @stkate#M2350 I’m so proud to be part of this community 6xTg3UQbBb

• Is it true that “Well Behaved Women Rarely Make History”? #ShoutOutStKatesDay @stkate vine.co/v/b6wgDpV6UPU #M2350

• My students like the @stkate website vine.co/v/bXA7OE5lHp3 enough to #Vine it #M2350 #ShoutOutStKatesDay

YouTube: (more to come)

Shout Out to the Katie Nation

A Day in the Life of  a “Katie”

Shout Out Saint Kate’s Day 2013

The Commuter Experience

Minnesotans seem to be natural innovators who can spend an hour talking about the weather while coming up with new ways to enjoy it. Social media give us that power, too. If you’re reading this blog, you already know that social media gives voice to small businesses in a crowded media landscape. The secret is not being everywhere, but being different–making yourself stand out where your customers are.

Two years ago we had a glorious December blizzard in St. Paul that dumped about a foot of snow and effectively shut down the city for the day. I wrote about the Groveland Tap’s half price offer and praised their marketing. They were open and their target market mostly lived within a 2-mile radius. How could they make people want to brave the weather and savor a Summit and a Juicy Lucy? I wish I had a picture of all the skis and snowshoes lined up against the building that day. This kind of nimbleness requires leadership AND a sense of humor. Just think about the great Oreo (slam) dunk on Twitter during the Superbowl.

UPDATE  9:15 pm:  And while you’re thinking about the snow in your neighborhood, you could take Scusi up on their offer posted on Facebook around 8 pm!

Facebook offer from Scusi Wine Bar

Are you enjoying today’s snow?

What’s happening in your neighborhood?

What are your favorite businesses doing to make you want to stop by?

What could they do?

How could they use social media?

Say hello to Chicken Dolly, Strawberry Sally, and Blackbird — My City Chickens. Dolly is an Ameraucana/ Easter Egger who lays blue-green eggs, Sally is a Rhode Island Red and Blackbird is grand Black Australorp with feathers that glisten greenly in the sun.

Are you surprised? Perhaps you’ve missed the latest craze of urban farming and backyard chickens–St. Paul hasn’t. We’ve got well-defined chicken-keeping laws and the best poultry supply store in town. If you’re curious about raising your own compost-producing beauties, take a class at Eggplant Urban Farm Supply or simply stop in later this week to pet a fluffy little chick.

For a glimpse city chickens in the winter, visit TheDailyChicken.org or cluck with the girls on Twitter. They occasionally star in the photos of local photographer and realtor, Teresa Boardman. Her pictures are always better than mine, but I’m learning a lot taking photos everyday for Project 365.

Local Information: 

• Raising Chickens in the City: Eggs as Close as Your Back Yard The Mix.coop
• The ABCs of Raising Urban Chickens  HeavyTable.com
• Twin Cities: Backyard chickens welcome, Watchdog says, as long as owners follow rules The Pioneer Press

The Ultimate Chicken Store:  Eggplant Urban Farm Supply

February 26:Chicken and Flower Mashup for Project 365 with @tboard for #TheDailychicken twitter.com/Saralitta/stat…

— Sara Kerr (@Saralitta) February 26, 2013

We love Kix vine.co/v/br6V7VilvrI

— Sara Kerr (@Saralitta) February 15, 2013