less is more ram kapoor

more less is ram kapoor

more LESS IS ram kapoor

more LESS IS ram kapoor Executive Director, Marketing & Digital communications

Why? info overload people have li4le 5me, even less pa5ence need to a4ract a4en5on, give them the right message at the right 5me

WHY?

Info overload! No time, patience! First, attract attention. Then, show relevant message.

HOW?

#1: INTERROGATE YOUR INFORMATION

DIG DEEP. DISCARD FREELY.

BE RUTHLESS.

EVEN INCREMENTAL IMPROVEMENTS MATTER. Student Loans smaller, fewer smaller loans UC Berkeley has lower indebtedness than any other public institution in the Association of American Universities. $16,000: Current average debt at graduation for undergraduate students who have borrowed. fewer loans UC Berkeley is second only to the University of Virginia in having the smallest proportion of its graduating class holding loans. 40%: Percentage of UC Berkeley undergraduate students that borrow compared to a national average of 56% at public 4-year colleges and universities. Covering the Cost of Attendance: Illustration of current Grant Programs and 2012-13 MCAP impact 2011-12 UC Berkeley On-Campus Cost of Attendance: $32,634 Student Parent Pell Grant Cal Grant UC Grant MCAP Grant $8,782 $8,482 $300 $9,732 $8,100 $6,634 $3,634 $12,334 $1,534 $18,000 $21,000 $10,302 $10,302 $10,302 $12,000 $15,000 $5,550 $4,650 $4,600 $8,000 $1,200 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000 Standard Self-Help, Parent Contribution, and Grant Aid by Parent Income Types of Grants: Federal Pell Grants are awarded by the Federal Government to low-income students. Cal Grants are awarded by the state, based on income and asset ceilings, and in general cover systemwide fees UC Grants are awarded by UC Berkeley and fill in the gap up to the cost of attendance based on Federal Need. MCAP Grants will be awarded by UC Berkeley and cap the Parent contribution for families between $80K and $140K income at 15% of income. They can be awarded above Federal Need. Related links http://registrar.berkeley.edu/registration/feesched.html http://students.berkeley.edu/finaid/home/cost.htm http://newscenter.berkeley.edu/2011/12/07/campus-releases-fall-2011-final-enrollment-data/ http://newscenter.berkeley.edu/2011/12/14/berkeley-middle-class-access-plan/ Financial Aid and Scholarships Office UC Berkeley financialaid.berkeley.edu 201 Sproul Hall #1960 Berkeley, CA 94720-1960

SUBLIMINAL REMINDER more LESS IS

#2: PRIORITIZE, PRIORITIZE, PRIORITIZE

DESIGN NEEDS TO BREATHE F R E E L Y

#3: HIGHLIGHT 3-5 POINTS 3 5

BUT REMEMBER, NOT ALL DESIGNS ARE BORN EQUAL

#4: FUNNY THING. WORDS CAN BE GRAPHICS TOO.

SUBLIMINAL REMINDER more LESS IS

#5: USE YOUR MEDIUM. CREATIVELY.

#6: KNOW YOUR AUDIENCE. INTIMATELY.

SEGMENT YOUR INFORMATION CREATE SEPARATE SPACES FOR EACH INFORMATION TYPE. Student Loans smaller, fewer smaller loans UC Berkeley has lower indebtedness than any other public institution in the Association of American Universities. $16,000: Current average debt at graduation for undergraduate students who have borrowed. fewer loans UC Berkeley is second only to the University of Virginia in having the smallest proportion of its graduating class holding loans. 40%: Percentage of UC Berkeley undergraduate students that borrow compared to a national average of 56% at public 4-year colleges and universities. Covering the Cost of Attendance: Illustration of current Grant Programs and 2012-13 MCAP impact 2011-12 UC Berkeley On-Campus Cost of Attendance: $32,634 Student Parent Pell Grant Cal Grant UC Grant MCAP Grant $300 $8,782 $8,482 $9,732 $12,334 $8,100 $6,634 $3,634 $1,534 $18,000 $21,000 $10,302 $10,302 $10,302 $12,000 $15,000 $5,550 $4,650 $1,200 $4,600 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000 Standard Self-Help, Parent Contribution, and Grant Aid by Parent Income Types of Grants: Federal Pell Grants are awarded by the Federal Government to low-income students. Cal Grants are awarded by the state, based on income and asset ceilings, and in general cover systemwide fees UC Grants are awarded by UC Berkeley and fill in the gap up to the cost of attendance based on Federal Need. MCAP Grants will be awarded by UC Berkeley and cap the Parent contribution for families between $80K and $140K income at 15% of income. They can be awarded above Federal Need. Related links http://registrar.berkeley.edu/registration/feesched.html http://students.berkeley.edu/finaid/home/cost.htm http://newscenter.berkeley.edu/2011/12/07/campus-releases-fall-2011-final-enrollment-data/ http://newscenter.berkeley.edu/2011/12/14/berkeley-middle-class-access-plan/ Financial Aid and Scholarships Office UC Berkeley financialaid.berkeley.edu 201 Sproul Hall #1960 Berkeley, CA 94720-1960

SUBLIMINAL REMINDER more LESS IS

h4p://www.youtube.com/watch?v=iwuy4hho3yq

#7: THE WEB IS A MOVIE THEATER. USE VIDEO! h4p://corp.financialengines.com/helping_you/why_help_ma4ers.html

#8: FACTS IMPRESS, STORIES INSPIRE.

SUBLIMINAL REMINDER more LESS IS

#9: GO SOCIAL... CREATE SHAREABLE CONTENT.

AND NOW FOR THE FUN PART: YOUR ASSIGNMENT.

READ THE DOCUMENT ON WORLD POVERTY. NOW CREATE A COMPELLING FACT SHEET THAT WILL GET LARRY ELLISON TO DONATE ALL HIS ORACLE STOCK TO END POVERTY.

BE CREATIVE. BE DARING. BE FAST. YOU ONLY HAVE 15 MINUTES. (PSST, REMEMBER TO HAVE FUN!)

Feel free to reach out: ram.kapoor@berkeley.edu