cultural tourism + houston + millennials

347.687.3624 | [email protected] | © Stephanie Coleman | CONFIDENTIAL | Proposal for COH, Office of Mayor Turner, Council & Controller 160916.

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THE DEFINITIVE VOICE

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PRESENTED TO

COH OFFICE OF CULTURAL AFFAIRS CELEBRATING LEGACY AND CULTURE RECOMMENDATION AND CAMPAIGN: #INSPITEOF #VILLAGEBYVILLAGE A GUIDE TO CHANGING THE NARRATIVE AND OVERCOMING THE NEGATIVE ECONOMIC IMPACT DRIVEN BY INADEQUATE OPPORTUNITIES FOR HISTORICALLY MARGINALIZED COMMUNITIES.


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ENGAGEMENT AND IMPACT

BRAND IMPACTWHAT IS THE NEGATIVE, ECONOMIC IMPACT CAUSED BY FAILED ENGAGEMENT OF BLACK HOUSTON?

WHAT DOES THE FUTURE HOLD? HOW DO GLOBAL PARTNERS AND GROWING COMMUNITIES PERCEIVE HISTORICALLY DISENFRANCHISED HOUSTONIANS?

HOW CAN YOU DO BETTER?


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THE CHALLENGE FOR MILLENNIALS

More than 50% of Houston’s youth aged 10-24 years are

Hispanic and a quarter are Black.

out of school suspension rates for serious offenses are

2x higher among black MALE YOUTH

compared to white male youth.

hispanic males were almost 3x more likely to be

UNINSURED than white males.

BLACK MALES ARE

7x more likely to have an

encounter with law enforcement than white males.

According to the 2015 national youth

unemployment figures, nearly 1 in 5 teens who want to work don’t have jobs.


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ENGAGEMENT AND IMPACT

THE SYSTEM IS FLAWED.OUR STUDENTS STRUGGLE AND FUTURE EMPLOYERS WILL SUFFER... BUT THERE IS HOPE.

THE SUCCESSFUL SOLUTION FOCUSES LESS ON WHO CREATED THE PROBLEM AND IS POWERED BY MOBILIZING THE PEOPLE WHO NEED THE RESOURCES AND SUPPORT.

HOUSTON HAS THE CAPACITY AND OPPORTUNITY TO DO BETTER.


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BUILDING A HEALTHY CITY AND A SUSTAINABLE FUTURE#IN SPITE OF...

“We should not fear the future, but shape it.”

-President Barack Obama

THE POWER OF ONE.As a cultural disruptor and social innovation specialist, I am well versed in narrative change and message curation. Professionally, I have a background in the healthcare, media, advertising, sponsorship, education, publishing and direct marketing industries. Personally, I’m a Houstonian, mother, daughter, sister, aunt, mentor, and friend to BYMOC. In addition to proven technical capacity, I have an unwavering idealism and strategically harnessed commitment that transcends job titles and permeates all avenues of dedication to the historic challenges and future success for BYMOC.

THE POWER OF THE VILLAGE.We have an opportunity to empower youth to facilitate change in spite of the institutional barriers through the use of innovation. African-Americans and BYMOC rely on the ‘digital village’ and technology must be positioned as the driving force of their narrative.

THE POWER OF NOW.BYMOC can change the paradigm. I hope, that together, we can build the vehicle that BYMOC use to transform this nation.

Kindly,

Stephanie ColemanStephanie Coleman | 347-687-3624 | [email protected]

THE POWER OF HOPE

What is your legacy? How might one person drive the long-term prosperity for all Houstonians? Can one develop measurable change and positive life outcomes for African-Americans? Moreover, how can one individual create a sustainable model through the life-course of boys and young men of color (BYMOC) that can be the blueprint for the nation? Fortunately, it is only impossible until it is done...


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UNIFIED MESSAGING STRATEGIES

OBSTACLES & OPPORTUNITIES

WHAT IS REQUIRED TO ENGAGE MILLENNIALS & OVERCOME BARRIERS?

HOW CAN YOU UTILIZE ’TECH-INNOVATION’ AS A WAY TO ACHIEVE MAXIMUM OUTREACH AND BRAND VALUE!

HELLO MICHAEL...

MEET MICHAEL...

HE IS A GOOD KID WHO HOPES FOR A BETTER LIFE, EDUCATION & FUTURE...

BUT, HE HAS THE SAME PROBLEM THAT WE ALL HAVE....

MICHAEL IS...

IN NEED OF GUIDANCETO HELP ACCESS, UNDERSTAND, AND SUCCESFULLY UTILIZE AVAILABLE SERVICES,

NAVIGATE EDUCATIONAL OPTIONS AND UNDERSTAND THE REQUIRED INFORMATION.

MICHAEL NEEDS...

ACCESS AND DIRECTIONTO OVERCOME THE BARRIERS AND OBSTACLES. HE NEEDS HELP IN ORDER TO SUCCESSFULLY NAVIGATE

HOUSTON’S VAST PARTNERSHIPS, OPPORTUNITIES, INITIATIVES AND RESOURCES...


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BEYOND THE NUMBERS

REMAINING RELEVANT

HOW DO YOU MEASURE SUCCESS?

COMMITTED TO BUILDING A TRANSPARENT, ENGAGING AND IMPACTFUL BRAND FOR THE CITY OF HOUSTON


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SUCCESS REQUIRES THESE CORE ELEMENTS

CURB-SIDE ENGAGEMENT (physical location and/or live events /touchpoints)

MULTI-LINGUAL & PROGRAM-FOCUSED LEXICON

FLEXIBLE, ORGANIC & VISUALLY COMPELLING

INNOVATIVE & AWARD-WINNING

USER-DRIVEN & TECHNOLOGICALLY PROGRESSIVE

A B C D E


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WHERE DO WE START?

PHASE 1:

TRANSFORMING BLACK HOUSTON’S NARRATIVE

5 EASY STEPS


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1STEP ONE

UNIFY Logo

& Brand Usage


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2STEP TWO

REFRESH Message& Print Usage


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City of Houston

City of Houston3STEP THREE

BUILD Tech

& Digital Usage


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4STEP FOUR

ENGAGE Signs

& Promo Usage


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5STEP FIVE

RELATE Message& Media Usage


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BEYOND THE NUMBERS

DEFINING THE FATE OF HOUSTON’S ECONOMY

RECOMMENDATIONS TO INCREASE OPPORTUNITY AND

DECREASE POVERTY IN HOUSTON?


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PROVIDE SUSTAINABLE SOLUTIONS

LIFE-CYCLE RESOURCES Ritia sequa? Ignist, serovid ulparum fuga.

Itaeritatem cus aritatum renis autet

CAREER PATHWAYS Ritia sequam sitatur? Ignist, serovid ulparum fuga

aritatum renis autet

ACADEMIC PARTNERSHIP Ritia sequam sitatur? Ignist, serovid ulparum fuga

aritatum renis autet

HANDS-ON & TANGIBLETACTILERitia sequam sitatur? Ignist, serovid

ulparum fuga. Itaeritatem cus aritatum

KNOWLEDGE EXCHANGEPulparum fuga. Itaeritatem cus aritatum renis

aute Equam hilibuscia sum alitatur?

EXPERIENTIALRitia sequam sitatur? Ignist, serovid renis aute

Equam hilibuscia sum alitatur?

ON DEMAND Ritia sequam sitatur? Ignist, serovid renis aute


NON-TR ADITIONAL MEDIARitia sequam sitatur? Ignist, serovid renis aute


DIGITAL MEDIARitia sequam sitatur? Ignist, serovid renis aute


ENGAGE + EDUCATE + EMPOWER —

We are here to build viable academic and career pathways together. By utilizing sophisticated commercial marketing techniques combined with native and cultural insight and the experiential marketing principles of product, price, place, and promotion, we can formulate the cultural strategies and multi-touchpoint tactics that ensure success.

01. ENGAGE 02. EDUCATE 03. EMPOWER

“Opportunities exist for underrepresented minorities to take jobs in the energy field. We just need to make sure they’re aware of it and prepared to take advantage of it. More than 50 percent of energy companies have labor shortages and the sector is ’struggling’ with solutions.” John Watson Chevron Corp. (NYSE: CVX) Chairman and CEO Jordan Blum, Reporter- Houston Business Journal


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FACILITATE CRITICAL CONVERSATIONS

ENGAGE —

MEDIA ELEVATE YOUTH VOICES

Education is most relevent if it forsters social and economic prosperity. In partnership with industy leaders and future employers, institutions are able to create career-focused curriculum.

CAREER RESOURCE

Student achievement extends beyond the classroom. Knowing how to navigate the course selection and gaining the proper insight for employment is essential.

LIFE-CYCLE RESOURCES

Sustainablility and practical knowledge are the ultimate goal. Helping students through adulthood and the life-course is key; career work/life balance, tips and encouragement.

EDUCATION

NEWS

GUIDE

RESOURCESPositive PathwaysTHE PROGRAM APPROACH IS EFFECTIVE BECAUSE AMBASSADORS DO NOT SIMPLY TELL THEIR PEERS; RATHER, THEY ENGAGE COLLECTIVELY ALONG WITH THE PARTICIPANTS SERVED BY THE PROGRAM. In the proposed program, students work together to overcome initial barriers to environmental (not behavior) change and establish social support networks which may be critical to long-term maintenance of career, lifestyle and behavior changes.

CAREER

LIFESTYLES


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EDUCATE —

MESSAGE EXPERIENTIAL

Students require consistent, rigorous, relevant and relationship-based STEM curriculum. (lectures, field-trips, hands-on exposure)

KNOWLEDGE EXCHANGE

Support engagement that meets student where they are via website, mobile app and online resources that are tailored and available 24 hours.

HANDS-ON & TANGIBLE

Provide consistent face-to-face ‘check-in’ opportunities as well as engagement of stakeholders to provide student resources regarding education, health and career.

EVENTS

NEWS

GUIDE

RESOURCESSMART TALKSCELEBRATING THE HISTORIC ACHIEVEMENTS OF AFRICAN AMERICAN AND LATINO VISIONARIES AND INSPIRING THE NEXT GENERATION OF STEM INNOVATORSThe student-focused lecture series is a hands-on event that identifies outstanding STEM professionals who are making exceptional achievements and contributions to local, state, regional, national and international affairs.

INDUSTRY INSIGHT

& CAREER PATHWAYS CULTUR AL

LEGACY

PROMOTE WORKFORCE DEVELOPMENT


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EMPOWER —

MONEY GO VIR AL!

Houstonians, Millennials and tourist use new platforms constantly. Meet them where they are and connect with daily online content in a memorable and shareable way.

NON-TR ADITIONAL OUTLETS

Monthly gatherings and targeted touchpoints unite community and build a support network around the student, their family and their peers.

SPENDING POWER

Meet, expand and recruit Ambassadors in order to expand the network. Utilize mobile app, push notifications and updates to remain relevant.

HEALTH

NEWS

GUIDE

RESOURCESDEFINITIVE VOICE.WE SPEAK THE LANGUAGE OF A NEW GENERATION AND UNDERSTAND THEIR VISION AND JOURNEY. Tourism drives the economy and in order to navigate Houston a digital and printed lifestyle experience serving the ambitious, tech-saavy, Urban Reader is required. A cultural tourism platform is a refreshing vehicle for economic expansion and is positioned to be an effective vehicle to spotlight topics that disrupt the normal and inspire change.

GUIDE TO BLACK

HOUSTON LOCAL/ GR ASS-ROOT

DEVELOP CULTURAL TOURISM GUIDES


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AT-A-GLANCE

The engagement strategy and program elements include (but not limited to) the following:

• Celebration: Prime Media Showcase: Featured Profiles, Premium Online Editorial, Social Media Blitz, Event Highlights

• Engagement: Face to Face Education And Training Events (Forum, Student/Community-Centered Lecture, Youth Award)

• Education: Historic Legacy Campaign: Promotional Push And Culturally Relevent Prizes, Promo Contest

• Healing: Origins of Excellencetm Incorporating Oral History Narratives To Connect Students To Journey Past And Present

• Access/Transformation: Resource Guide to Opportunity: Highlight Business Partners, Career Pathways And Training

• Policy Change and Recomendations

A MILLENNIAL DRIVEN MODEL FOR SUCCESS

OVERVIEW: GOALS AND PRIORITIES


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01 02 03 04 05 06 07 08 09 10 11 12

JANUARY: FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

ISSUE HIGHLIGHTSFAITH & BUSINESS

HEALTH & FITNESS

INNOVATION & TECH

EDUCATION & HOME

ARTS & CULTURE

EDUCATION & ENTERTAINMENT

ARTS & GOVERNMENT

EDUCATION & CULTURE

HEALTH & COMMUNITY

BUSINESS & DOCTOR

FAMILY & BUSINESS

FAITH & POLITICS

THEME TOPICS

Financial PlanningLove & RomanceFinancial PlanningEducation Profiles

Fitness + HealthcareMedical ProfilesRodeo and CowboysMental Wellness

Careers in EnergyProfessional Profiles Science + Students GoGreen Insights

Spring FashionsAutomotiveEducation ProfilesHome & Garden

Mother’s DayEveryday HeroesHistorical SocietyOutdoor Guide

Tré Anniversary JunteenthSummer PleasuresMedical Profiles

Summer HealthSummer Dining Guide/Chef ProfilesFire Fighters Parade

Best of EducationCelebrationsSports & FitnessBack to School

Arts & CultureTravel Insights Home & GardenMen’s HealthEducation Profile

Women’s HealthHome & GardenHalloween SafetyHoliday InsightVeterans Profiles

Historical SocietyDining/Chef ProfilesEntertainingVoting Issues/Trend

Holiday Gift GuideEducationKwanzaaWinter Destinations

MEDIA FOCUS twitter, +1 snapchat, +1 google+, +1 facebook, +1 ifunny, +1 youtube, +1 twitter, +1 twitter, +1 twitter, +1 twitter, +1 twitter, +1 twitter, +1

ENGAGEMENT FILM (3RD SAT) FITNESS: (3RD SAT.) MIXER: (3RD SAT.) FORUM: (3RD SAT.) FAMILY: (3RD SAT.)AWARD/SHOWCASE:

(3RD SAT.)FILM (3RD SAT) FITNESS: (3RD SAT.) MIXER: (3RD SAT.) FORUM: (3RD SAT.) FAMILY: (3RD SAT.)

AWARD/SHOWCASE:

(3RD SAT.)

COMMUNITY

EDUCATIONSMART TALK (3RD FR) STEM Initiative

SMART TALK (3RD FR) STEM Initiative











GIVEAWAYS

NATIONAL

LIVE STREAMING

TIMELINE AND SCALABLE IMPACT


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NEXT STEPS

QUESTIONS? THANKYOU!

STEPHANIE COLEMAN SOCIAL DISRUPTOR | BRAND STRATEGIST | BEHAVIOR ARCHITECT | NEW MEDIA DEVELOPMENT | CONSULTANT347-687-3624 [email protected]


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HOW WILL YOU BE REMEMBERED AND WHAT IS YOUR IMPACT?

DEFINING YOUR LEGACY IF NOT YOU, THEN WHO...

IF NOT NOW, THEN WHEN? THIS IS THE OPPORTUNITY TO POSITION HOUSTON AND LEAD THE NATION!


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cultural tourism + houston + millennials

Government & Nonprofit