What Luke Skywalker and Yoda have to do with marketing strategy

DESCRIPTION: When it comes to creating an effective marketing strategy, it’s important to not only tell the right stories, but also to frame them in the right way. Kristin Tennant, Copywriting Director at the Office of Strategic Marketing and Branding, will demonstrate how identifying the hero in the stories you’re telling will help you create compelling content and more effective marketing tools for the University of Illinois—from websites and recruitment videos to e-newsletters and digital ads.

PRESENTER: Kristin Tennant joined the Office of Strategic Marketing and Branding in February 2020 as the Copywriting Director. In that role, Kristin writes copy that helps a broader audience grasp what makes the U of I so amazing. She also shapes messaging strategies and tools for communicators across campus to leverage, and she loves problem-solving and brainstorming with units who want an extra collaborator.  

Before joining the U of I, Kristin ran her own business for 17 years, helping universities, global corporations and community organizations define their messaging, shape their brands, and tell their stories across all marketing assets.