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Capturing the Attention of the Dream Client

Kellogg Foundation project, has supported the development and growth of centers of excellence at Tribal Colleges and Universities across the United States. These are centers of new thinking about learning and teaching, modeling alternative forms of educational leadership, and constructing new systems of post-secondary learning at Tribal Colleges and Universities.

One of the ways we do it is through this exercise we call buyer personas. Here is how it works:. We layout, in extreme detail, who we are looking for. We even name them.

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We take a look at the whole person. Are they married or divorced? Do they have kids?


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  • Passion;
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Do they have a vacation home? Yes, where is it?

Capturing a Dream: Night Loaders

How many calls a day do they make? The very smallest details are considered carefully. We watch the clients we have and adore, we shape our ideas based on our experiences and also the profile of individuals based on statistical information. We look at it all, we know this person before we've even decided to look for them.

We create a persona and then we shape the marketing plans. The truth is that most business owners start the conversation by telling us they have at least five to ten personas.

They couldn't be more wrong. The buyer persona exercise narrows the focus down to two maybe three personas that we want to go after.

Capturing the Dream | Scribd

Another common mistake is going after the consumers you already have. You are not engaging a marketing firm because everything is great and you don't want to change a thing. Ever since I was a kid, as far as I can remember, I was attracted to the sea.

I dream about what lies beneath the waves. I imagine what it would look like if suddenly all the water would disappear for a while, but all the animals and living creatures would remain at the same place they were, so I could then take a walk inside the ocean and see them all, suspended for a moment in time and space.

Capturing the Dream, 1st Edition

I still have that same dream, and I am very grateful that now I am able to live it every time I go down to the sea. I see my pictures, and realize they are the result of that childhood dream… beautiful and incredible marine life suspended in their natural environment and captured in a brief moment of time. They are my way of seeing this dream, how I perceive it and how being underwater in this magical world, in the presence of the marine environment makes me feel.

It has been a fantastic journey of exploration and discovery, both outside and inside me, which I hope to keep doing for the rest of my life. Silkie shark found during my safety stop at Roca Partida, an amazing place to see wildlife. There are many wild turtles in this area, they are easily found when floating on the surface, and I love spending time with them in the water. Sea Lions are very social animals, and can be very playful and tender among them, like this couple that where having a great time in a sandy bottom some 60ft deep.

Photography is all about light, and in my opinion, it is the single most important aspect when it comes to creating appealing, inspiring and touching images.

The renaissance of American Indian higher education: Capturing the dream