Why You Do It

In Student Life, author Simon Sinek’s philosophy of “The Golden Circle” is shown to communicate the importance of each organization. However, it takes a different approach. Sinek explains that people don’t buy what you do, but why you do it. So, with that in mind, let’s take a look at three ads from different organizations found in The Daily Targum and see how well they communicate their why.
First up, the Rutgers University Programming Association:
 Screen Shot 2013-03-29 at 2.41.14 AM
As a member of RUPA, our why is through our events and programs. We strive to create memorable, out-of-the-classroom experiences for the student body. Part of our success comes from marketing through social media, word of mouth, and Targum ads like these, as well as branding with the famous purple polos. In this, and all of our ads, our why is not mentioned directly. The details of the event are listed, even asking a certain niche of possible filmmakers to come out.  As we get people’s attention with ads and they decide to come to our events, it’s our job in the meantime leading up to the day of the event to make sure everything is running smoothly and to the best of our ability to ensure that the experience will live on past that day.
Next up, the Off-Campus Students’ Association:
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This ad is interesting to look at because it doesn’t explicitly mention the organization’s why, but points you in the right direction of where you can find it. However, before we get to that, the first thing you notice is the graphic of “OSCA Wants You!” It’s a good ad in that it emphasizes the importance of student leaders and what they can do, as well as mentioning some definite experience you’ll get out of it like being more involved on campus. Moving past what positions are available, the ad directs you to the Facebook page to see what they entail, and with a little searching, the mission statement of OSCA can be found. My only complaint would be that not everyone has a Facebook, so when seeing this ad and having an interest, you may not know where to turn because of the lack of an official website.
Finally, the Rutgers University Student Assembly:
Screen Shot 2013-03-29 at 2.41.40 AM
This ad got the job done and communicated its why very effectively… about their event. RUSA plays a big role on campus but this ad doesn’t mention the organization’s why. Here, it is explained that RUSA teamed up with the student center in order to provide a haven for students who are stuck studying into the wee hours of the night. However, this can be seen as an extension of their why as RUSA strives to affect change on campus. Through this event, they hope to change the students’ experience and accommodate them when the libraries have to close.
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