lessons learned in marketing and communications from across the ashoka u network
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Lessons Learned in Marketing and Communications from across the Ashoka U
Network
August 14, 2014
The world is changing—faster than ever before—from a world run by elites to a world in which everyone can and must drive change. In that world, success depends on one’s ability to both lead and collaborate, to see beyond silos, adopt new perspectives, and to problem-solve.
- Bill Drayton, CEO and founder of Ashoka
Welcome and Why are We Here?
2:00-2:10pm: Welcome & introductions
2:10p-2:25pm:Where we’ve come from, where we are, and where we’re going
2:25-2:30pm: Exploring Themes: A Shared Language - What does Social Innovation mean on your Changemaker Campus?
2:30-3:15pm: Case studies and featured projects
3:15 – 3:25pm: Q&A: Participants ask questions using the conference call line.a. What do these case studies
spark in terms of your own challenges and needs?
b. What else could we develop as a community and what other resources might be useful?
3:25-3:30pm: Conclusion and next steps
Agenda
Where We’ve Come FromJuly 2013: Brought together 40+ public relations and communication professionals across Changemaker Campuses for an inaugural webinar.
• Shared Professional Public Relations Toolkit with network (Hattaway Communications)
• Shared communication case studies from Brown University and University of San Diego (website launches, blog posts, and press)
Where We Are2013 – 2014 Academic Year: Huge leaps in sophistication in both communication and collaboration across the Ashoka U network
Changemaker Campus conference presentations & collaborative leadership
Where We Are Going
On-Campus – awareness/community building with students and faculty
External – funders, parents, prospective students, alumni, higher ed leaders
Between Campuses – social innovation leaders • Amplify each other’s work via social media and
announcements• Future webinars and follow up for collaborative
opportunities• Ashoka U Exchange: Feb 26-28, 2015: University of
Maryland
2014 - 2015 Academic Year: Goal to increase sharing between campuses and amplification of compelling stories through the network
2012 – 2013 – Launch 2013 – 2014 – Build2014 – 2015 – Grow
A Shared Language: What is the definition of social innovation
used on your campus?
Creates social and economic
value
Solves/addresses social challenges to create impact
Output of a collaborative,
creative process
Novel- more effective or
efficient than pre-existing alternatives
Transformational, innovative,
new
Drives growth
& change
Systems change
(root problem
solutions)
A methodology or set
of strategies
Melissa CarrierUniversity of MarylandAssistant Dean, Center
for Social Value Creation & Office of Global
Programs
Elizabeth RobinsonMiddlebury
Director, Project on Innovation in the Liberal
Arts
Todd ManwaringBrigham Young UniversityTeaching Professor, Ballard Center for Economic Self
Reliance
Mary WatsonThe New School
Executive Dean of the New School for Public
Engagement
Sara HeraldUniversity of Maryland
Assistant Director, Social Entrepreneurship
Contributors to the Shared Definition Project
Working definition based on shared definitions & Changemaker campus analysis:
Social Innovation: A methodology, strategy, process or concept used to support responses to societal needs. The imperative to uncover innovative, transformative, and sustainable solutions to social problems regardless of sector or role.
Alex BraunsteinCommunications Manager
Swearer Center for Public ServiceBrown University
alexandra_braunstein@brown.edu
Student-powered storytelling: How do you enable changemakers to create and harness the power of their
own stories?
1. Good stories require great storytellers.
2. Not all narratives are created equal.
3. If you build it, they won’t come.
Guillermo Zenizo LindseyPR Manager
Universidad de MonterreyMexico
gzenizo@udem.edu.mx
Integrating the Changemaker Brand into the History and Philosophy of your Institution
http://www.udem.edu.mx/Esp/Somos-UDEM/Pages/ashoka.aspx
Christina WilliamsCommunications DirectorInstitute for Sustainable
SolutionsPortland State University
cdw2@pdx.edu
Cindy CooperCo-founder & DirectorImpact Entrepreneurs
Portland State Universitycpc@pdx.edu
A Cross Campus Effort to Elevate Changemaker Success
Telling the PSU Changemaker StoryA cross-campus effort to elevate changemaker success
An online home for a campus-wide initiative
Give changemakers a voice
• Who are changemakers? Students, faculty, staff, alumni—the PSU community is making the world a better place.
• Make the stories accessible, yet inspiring. Who’s a changemaker? We all can be.
• Make the process easy
to replicate. We want to tell many stories, not just a few, well-produced stories.
• Give would-be changemakers the resources to plug in.
Unleashing the promise of business for social impact.
ELEVATING IMPACT SUMMIT 2014
Celebrating lifelong changemakers
375 peoplefrom across sectors; invited to make a print and tell their stories
24 speakers & storytellersincluding Ashoka Fellows, local leaders, and a student
6 Pitch Fest finalists& one audience-selected, first place $1500 winner
3 Impact AwardsEntre/intra & campus innovation
The Business of Social Innovation
Undergrad, grad, for-credit and non-credit
Four-course, one-year, majority-online:• Design Thinking for Social
Innovation• Money Matters• Storytelling & Impact
Measurement• Field study practicum
+Content & guests from IE programs & partners
ONLINE CERTIFICATE
Conversation and Q&A:
Questions, comments, and other ideas?
o What questions do you have for our presenters?
o What do these case studies spark in terms of your own challenges and needs?
o What else could we develop as a community?
o What other resources might be useful?
Next Steps:
1. Connect stories related to changemaking and social innovation and to the community conversation (#Exchange2015, #ChangemakerCampus)
2. Follow each other on Twitter by viewing @AshokaU Twitter list for social innovation handles at each Changemaker Campus
3. Submit stories to Ashoka U to either amplify through social media or to pitch to a national Ashoka media partner for publication
4. Share ideas with Ashoka U, webinar presenters and each other about how to build more effective and collaborative communication channels Thank you!
Goals
Showcase best practices of network storytelling
Reinvigorate, empower, and strengthen the network
Create ongoing opportunities to engage & enroll our growing community
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