Using theory-based psychological appeals to craft emotionally compelling messaging for prospective students, with a focus on Aristotle’s three modes of rhetoric: Ethos (credibility), pathos (emotion) and logos (logic); along with Cialdini’s 7 principles of persuasion. Even for seasoned communicators, this session intends to provide a new lens on ways that neuroscience can (and should!) influence higher education marketing practice. What will the session look like?
- How attendees can practically incorporate this into modern higher education marketing and communications using common marketing tools.
- A review of evidence-informed psychological appeals, along with examples of their practical use in higher education.
- Refocus on the psychology of what goes into a successful message appeal, which holds true for many fields, but especially in higher education.
Alex Besszong
Marketing and Communications Manager, University of Guelph, College of Engineering and Physical Sciences
While the journey has had its twists, I’ve always had a simple goal in my career: “How can I feel motivated by my work?” That led me to higher education, working with the bright leaders of tomorrow, and I haven’t looked back. As the Marketing and Communications Manager at the University of Guelph’s College of Engineering and Physical Sciences, my strengths include strategic planning and digital communications. Integrating theory with modern practice, I’ve also developed and taught public relations courses at Conestoga College as a part-time instructor. Before higher ed, I worked for the Ontario Public Service. My undergraduate degree is in Public Relations from Conestoga College, and I have a M.A., Communications from McMaster University.