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A DAY MADE BETTER. AMY JESERNIG SOCIAL CHANGE COMMUNICATIONS NOVEMBER 3, 2011


WORKING TO ERASE TEACHER FUNDED CLASSROOMS.


FOCUS. CURRENT EFFORTS

OPPORTUNITIES

Humanistic:

Humanistic:

•  Audience: Teachers forced to fund school supplies out of pockets •  Research: Teachers spend $1,000 per year ($4 billion total) Actionable: •  Macro Goal: End teacher-funded classrooms •  Micro Goal: A Day Made Better, personal sized “A Day Made Better” box Testable: •  Statistics: teachers, schools, students, funds-raised Clarity: •  Understandable Happiness: •  Creates happiness for teachers who now have tools to improve children’s lives •  Audience can relate

•  Audience: More emphasis on parents and students Actionable: •  Macro Goal: Where? – Have a more focused macro goal •  Micro Goal: Set milestones to get to large macro goal Testable: •  Specificity: Set numeric goals •  Keep track of goals along the way Clarity: •  Answer “How?” •  Why should we care? Happiness: •  To improve the quality of childhood education


GRAB ATTENTION. CURRENT EFFORTS

OPPORTUNITIES

Personal:

Personal:

•  Uses facebook and twitter to allow users to be able to share personal stories. Unexpected: •  “A Day Made Better” is a surprise •  Celebrity partnerships Visual: •  Get involved tab •  Allows audience to visualize themselves helping a teacher •  Emotional photo on website Visceral: •  Teacher’s favorite part of surprise on website •  Emotional photos on website

•  Most activity is only around “A Day Made Better” (1 time/year) •  No activity from ADMB, only from participants Unexpected: •  A+ •  “Thank You” is unexpected Visual: •  Testimonials from purchasers of personal ADMB kits •  Opportunities resulting from new supplies Visceral: •  Testimonials from teachers, students and parents •  YouTube videos •  Television commercials – Back to School •  Connect with audience via Twitter


ENGAGE. CURRENT EFFORTS

OPPORTUNITIES

Tell a Story:

Tell a Story:

•  Outside press = blogs & local journals •  Fact sheet on adaymadebetter.com explains why ALL teachers Empathize: •  Research told ADMB what resonates and delights audience •  Worries + Hopes/Dreams Authentic: •  Office supply store supplying school supplies •  Depicts real teachers Match the Media: •  Facebook, website, personal contact

•  Fact sheet should evoke emotion – inspiration? •  Hone in on one inspirational teacher and have them be the face of ADMB Empathize: •  Great job empathizing with teachers but move towards parents Authentic: •  Make heart breaking by show effects of teacher-funded classrooms •  More social media communication to convey a real person Match the Media: •  Twitter, blog, television, event participation


TAKE ACTION CURRENT EFFORTS

OPPORTUNITIES

Call to Action:

Call to Action:

•  Get involved tab on website •  Surprise a teacher •  Adopt a classroom

•  Empowering audience Types of Asks: •  Small ask: $25, $50, $100 of supplies •  Social Validation Design Thinking: •  Make It Easy: Supplies/Money via website •  Make It Fun: Celebrities, surprise •  Tailor: Everyone with credit card •  Be Open: •  Statistics •  Money Breakdown

•  Social media •  Interactive campaign

•  More vehicles •  Television/YouTube •  Print Advertising •  Celebrity Leverage

Types of Asks: •  Ask directly •  Volunteers •  Reciprocity Design Thinking: •  Make It Easy: What now? •  Community goal •  Mobile App

•  Make It Fun: Videos of classrooms •  Tailor: SM poll •  Be Open: FB updates


THANK YOU.


Corporate Social Responsibility: A Day Made Better