Session Details

Secrets of Show, Don't Tell

COR11 Sponsors

Location: Skyline III

TUESDAY, 2:00 - 2:45 p.m.

Teens can smell marketing-speak a mile away. So why do higher ed sites still write things like this? “[Insert school here] delivers an exemplary learning experience that engages the best and brightest people, challenging them to meet ever-higher standards in the classroom and beyond.” “Show, Don’t Tell” means presenting sensory details and substantive facts and letting people come to their own conclusions. It’s easy to tell people what you want them to think, but when you give them the freedom to reach their own conclusions, they’ll believe what they’ve seen. In this presentation we’ll outline the essentials of this communication tool and show you colleges and universities that are excelling at showing rather than telling.


David Poteet
President, New City

In 1995 David had the crazy notion to start a company that was the sort of place where he’d always wanted to work. A place without a lot of hierarchy or politics, where you worked closely with people at the top of their craft to create things that make the world better. Today NewCity is that place. David’s role at NewCity can best be described as a player/coach. He still keeps a hand in user experience and strategy for a few projects each year. He teaches frequent workshops and on UX, content strategy and mobile. David has led strategy and user experience for clients including the American Battle Monuments Commission, Grand Teton Association, Imperial College London, the University of Portsmouth, and the UVA School of Continuing and Professional Studies. Outside the office David enjoys hiking, playing with his kids, playing Settlers of Catan, guitar, biking and working with youth. As long as he has the latest Apple gadget, he’s pretty much happy.