A Super Bowl Sized Idea

It's the biggest stage in sports. With an average viewership of more than 100 million people, the Super Bowl is "the place" for advertisers and marketers to try to tell a story in 30 seconds, and then sell a product. In fact, the one thing typically talked about more than the game is the commercials shown during each break (there are more than 48 minutes of commercials).

There may be a new animal introduced to connect with a product (Monster.com) or an additional baby or two (or five) trading stocks. There may be a young son who says to his mom's potential suitor, "Keep your hands off my momma and your hands off my Doritos."

Whatever the commercial and whatever the product being sold, the image being displayed on television is one that communicates a certain experience. The commercial may not be founded in reality (most just try to get the "buzz" going), but the point is to make you think your life will be different if you buy this product.

I hear that a lot when new bond hearings come up and local schools talk about all the new and innovative ideas that can become realities if this new tax is passed. "If we could just generate a new source of revenue, then our students will finally be able to receive the education they deserve," goes the mantra.

A local PR campaign will ensue trying to convince the public that the schools have to have this money and that the experience of the students and of the community will now be different.

But the problem with this scenario (it exists all of the time) is that the results do not always match what was promoted. "Teachers will teach differently" ....really? How? "Our new computers will change the way students learn"...again, really? Please tell me how?

The issue isn't the basis behind the idea of needing additional funding for new programs and ideas. That part is fine. What's not fine is when consumers (in the case of general advertising) and local constituents are sold on an idea of improvement, but instead see a result of mediocrity.

For solid results to occur in a PR campaign, the picture being painted must match the behavior being presented. It's what brings people back to Walt Disney World all of the time. The picture painted is of an amazing experience from the moment you arrive to the moment you leave. That picture is amazing, but people won't return just for the picture. The behavior has to match the picture, then people are sold.

I get frustrated when I see local school districts beg the public for more dollars only to see teachers stage "walk-outs" when paycuts need to be introduced. The public, having been sold on the picture that more money would equal bigger and better results, now sees a behavior that is child-like at best. I'm not against unions, but come on, don't walk out on students.

Schools will change when leaders adopt a Super Bowl sized idea. Link the picture with the behavior. If we communicate professionalism, then let's see it. If we say innovation, bring it on! If student-centered learning is the direction we are heading, then let the students do it!!

Whatever idea is being painted as a picture of success, work to link the behavior to that picture. And just like a good Super Bowl ad, it may have them coming back for more.

Screenshot from Doritos Crash the Super Bowl 2010 Aired: House Rules