Date post: | 21-Nov-2014 |
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Education |
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WHO IS THIS WOMAN
TALKING TO YOU?
Head teacher Event ManagementCore teacher Creativity & Innovation
UTRECHT SCHOOL OF THE ARTS
Owner GaBworks Event management Imagineering Communication Strategy
Utrecht School of the Arts
• Faculty of Arts & Media Technolgy
• Faculty of Visual Arts
• Faculty of Theatre
• Conservatory
• Faculty of Arts & Economics
Approach design from a managerial perspective (in the context of arts)
Author of..
• “Handboek on Event Management” for BA-students, used as obligated literature on 16 BA-courses throughout The Netherlands & Belgium
• “The Imagineer” to be published 30 November 2011 on creativity, innovation, design thinking for solving managerial issues, branding, imagineering
Gabriëlle Kuiper MA
EVENT DSIGNER, RESEARCHER& a bit of a cowboy…on clogs
I LIKE TO STAY PLAYFUL
SQUASH
FIND INSPIRATION
CYCLING
Well-made Brand experiences
Engage peopleMotivate them TO ACT
beyond expectanceBuilding relations
Creating value by understanding
human nature & desire
Overseeing people’s lives as a string of larger and
smaller events… experienced by the
INDIVIDUAL TOGETHER with others
How many events did you encounter today?
An event designer LOOKS
at the world around him differently
BODY LANGUAGE
ANYTHINGTHAT MOVES YOU & MAKES YOU THINK
EVENTTHINKING
WHY AM I
TALKING TO YOU
TODAY???
TO INSPIRE YOUTO MAKE YOU AWARE
BECAUSE IBELIEVE EVENT THINKING IS
OUR FUTURE
EVERYTHING POINTS TOWARDS THIS
BRANDS NEED EVENT PROFESSIONALS LIKE
YOU FOR THEIR SURVIVAL
THERE ARE 3 DEVELOPMENTS TO TAKE INTO ACCOUNT…
TECHNOLIZATION
OUTSOURCING
ABUNDANCE
YOU HAVE TO STAND OUT
EVENTS PROVIDE PERSONAL
EXPERIENCE
YOU ARE THERE TO DO IT
I HEAR AND I FORGETEXPERIENCE
SOMETHING YOU HAVE EXPERIENCED WITH OTHERS THAT YOU
CAN REMEMBER
EVENTS CAN BE DESIGNED TO
CHANGE KNOWLEDGE, BEHAVIOR OR ATTITUDE OF
STAKEHOLDERS
AN EVENT WITH IMPACT IS AN
EXPERIENCE THAT DEVELOPS THE INDIVIDUAL AND LEAVES THEM A
MESSAGE
THROUGH ENGAGEMENT
STRATEGIC EVENT DESIGN
EVENTDESIGNERCOMBINES
ANALYTICAL LEFT BRAIN WITH
IMAGINARY RIGHT BRAIN CAPACITIES
HIGH CONCEPTS WITH HIGH TOUCH
HIGH CONCEPTS
• ESTHETIC EXPERIENCE
• STORY
• IMAGINATION
HIGH TOUCH
• INTERACTION• DESIGN• EMPATHY• MEANING
2 EXAMPLES
# 1
# 2
EFFIE brand experience winner 2011
Starbucks Spark campaignIn 2007, Starbucks - the company who had literally changed
the way a nation thought of, spoke about and drank coffee - was facing its biggest-ever threat. With stalled sales, a falling stock price and a weakened brand image, Starbucks needed renewed meaning in a fast changing world. Using its size for good, we wanted to amplify Starbucks' role in the community, by "sparking" community action. Five "sparks" were created that resulted in significantly increased key brand measures and extremely successful consumer engagement.
What do these campaigns show YOU as an event
designer?
#1 events are more
effective if designed in a
strategic context
WHY SPEND SO MUCH EFFORT ON BRINGING
PEOPLE TOGETHER?
#2 events are a perfect
instrument to activate people and
engage them
BEING TOGETHER
WORKING ON THE SAME GOAL
ENGAGES
#3events are a
communication instrument and
therefore cannot be seen apart from all other
moments of contact
#4 events provide an
image and emotional response
for the individual that activates them
via engagement
A PICTURE SAYS MORE THEN
1000 WORDS
A GRAND DESIGN IS NECESSARY
2B MORE EFFECTIVE
EVENT THINKING
DESIGNING MOMENTS OF CONTACT
DESIGNING THE MEMORY OF A
MESSAGE
THE 6 TALENTS OF CONCEPTING
• DESIGN
• STORY
• EMPATHY
• PLAY
• MEANING
• SYMPHONY
BASIC HUMAN NEEDS
DESIGN
MAGPIE EFFECT
(supranormal stimulus)
STORY
SLEEPING BEAUTY:What happens when you
forget to invite an important guest to the
party
(metaphors & easy to pass on)
EMPATHY
WE’RE BASICALLY APES
(response stimulus effect)
PLAY
HUMANS LEARN & INTERACT VIA PLAYFULNESS
(survival)
MEANING
CATHOLIC CHURCH
(rituals, sharing a purpose & deeper meaning)
SYMPHONY
RORSCHACH TEST
GESTALT THEORY
(human need for finding patterns)
WORKHOP
• WORKING ON EACH TALENT
• FINDING YOUR CREATIVITY