Event Calendar

Agenda

5:30 PM - 6:00 PM - Dinner

6:00 PM - 6:10 PM - Chapter Updates

6:10 PM - 7:00 PM - Krista Moats Presentation

7:00 PM - 7:30 PM - Optional Real World SME Session

Presentation Abstract

Influence behavior. Inspire action. Change the way people think. These things can only happen when you pair content & strategy. This presentation explains how to implement a new framework and analysis tool called AAURI to create influential messages supported by content strategy.

By tying audience analysis, message development, content creation and distribution channels together, AAURI will help your team get to the core of a successful content plan — faster.

Most of all, AAURI helps create communications that work.

Objective

Attendees will learn:

• AAURI is a useful tool that works in conjunction with project and change management
• When consideration of desired outcome is paired with thorough analysis of the audience, a better core message is developed.
• How considering the five components of AAURI early in a project leads to better communications
• How AAURI is used to identify what to say, how to say it, and where to say it so that a target audience remembers and digests the information
• How project charters, audience personas, executive summaries, key objectives, etc. can be used to formulate AAURI analysis and populate the framework

AAURI Overview/breakdown:

• Why do you need to communicate?
• What is the behavior you need to influence? (begin with the end in mind)
• Audience: Who the audience is and what they care about most?
• Core message - What resonates? 
• Attention: Where is the audience, how can you reach them?
• Communication Channels - Audiences are reached in a variety of ways.
• Understand: How to “speak their language,”
  • Format - How can we present the information so the audience understands?
• Remember: Leave a lasting impression
  • Placement and frequency of message
• Influence Behavior: Call to action
  • What do you need the audience to do or understand?

About the speaker: Krista Moats

Krista Moats is the Manager of Marketing and Communications for The University of Notre Dame’s Office of Information Technology (OIT). Since joining in January 2023 as a content strategist, she has introduced innovative channel strategies and transformed the way the organization communicates with the rest of campus.

With over fourteen years of experience in TV news promotion, advertising agencies and corporate marketing, Krista excels in audience retention, engagement, and storytelling. With a speciality of getting the audience to stop, listen, and care, her strategic expertise ensures OIT’s messages are impactful, memorable, and reach the right audience.