5 ways a university taps emotion to sharpen its messaging

Research often focuses on cold terms like ‘analytics.’ But digging into user and customer emotions can fire up your campaigns and websites, says an Indiana University communicator.

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Ever seen the website promoting the animated movie “Monsters University”? Rebecca Salerno of Indiana University has, and she laughed in recognition—and cringed for her profession.

The tongue-in-cheek movie website satirizes the typical .edu site, with sections on school pride, diversity, and programs. Monstrous students recline with books on the grass, and profiles tout the faculty. (Dr. Timofus Trimboleek has won a grant to study the “long-term effects of direct Scream exposure.”)

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