IDEAS FOR CHANGE a conversation about Great Minds S.T.E.M. October 9th, 2012
EXPLORING A STRATEGY FOR DEEPER ENGAGEMENT
Our strategic approach to engagement planning Identify opportunities to: • Increase both awareness and acquisition with near-term enhancements • Redefine the outreach and connection experience to enhance the brand over the long-term
• Business ambition
• Brand vision & strategy
• Priorities • Operational context
• Experience vision • Key drivers/anchors
BUSINESS
BRAND
CONSTITUENT
• Lifecycle behaviors • Opinions: experience & perception
1. OUR CONSTITUENTS NEED A MORE NUANCED AND PERSONAL EXPERIENCE TO DRIVE IMPROVED ROI FOR GREAT MINDS S.T.E.M.
• Not all experiences are equal in terms of how people become aware of us, how they connect with us, and how they join us • Not all constituents’ behaviors are equal, both in terms of their value to Great Minds S.T.E.M., and the way they’re influenced
2. THE STRATEGIC DEVELOPMENT OF GREAT MINDS S.T.E.M. ENGAGEMENT MUST STRIKE A BALANCE
• A balance between the value to the constituent of improving their experience, and the value and cost to Great Minds S.T.E.M. to deliver it • A balance between behaviors we want to change, and those we can change
AN INTROPSPECTIVE ON HOW WE CONNECT
The nature of our relationship today
S.T.E.M.
CONSTITUENTS
The current approach to engagement WITH WHOM DO WE WANT TO CONNECT?
PEOPLE
CONFERENCES
WHERE CAN WE SHARE OUR MESSAGE?
S.T.E.M.
SPONSORS
WHO ARE WE, AND WHAT DO WE STAND FOR?
WHO STANDS BEHIND OUR CAUSE?
The outcome of “as-is” • • • • •
We center everything around “us”, and our message Our conferences attract attendees Our sponsors support us We hope our ideals are well received We have no idea if the very thing we each commit to, every day, find it’s way into the hearts and minds of our constituents
Raising the bar
S.T.E.M.
CONSTITUENTS
A different way to engage WHAT CHALLENGE ARE WE TRYING TO COLLECTIVELY RALLY AROUND?
OUTREACH+
THE CAUSE
PEOPLE WHO DO WE KNOW THAT CAN HELP US SHARE A STORY THAT ONLY WE CAN “OWN”?
WHAT ARE SOME TRULY INSPIRATIONAL WAYS FOR US TO CONNECT OUR CAUSE TO THE MASSES?
WHO DO WE WANT TO CONNECT WITH, & WHAT ARE THEY PASSIONATE ABOUT?
SPONSORS
S.T.E.M.
WHO ARE WE, AND HOW CAN WE CONNECT OTHERS TO WHAT WE BELIEVE IN?
The opportunity with the new model • • • • • • • •
We center everything around the people we want to connect with Everything we do, and they do, is about a common cause What we stand for is clearly defined externally We leverage the voice of our sponsors in a meaningful way Our outreach programs become useful, and capitalized We connect with people around us “Our” voice becomes “their” voice Their needs become our solutions
A FRAMEWORK FOR ENGAGING DIFFERENTLY
What if... • • • • • • •
Our ideals connected with their most intimate dreams? Our outreach events had an evolving, engaging theme? We delivered unprecedented results for our sponsors? We connected with more people? We connected with more like-minded people? We built authentic long-term relationships? We exceeded our goals?
What if we created a platform around...
PEOPLE
AND EVERYTHING WE DID CENTERED ON THEIR AMBITIONS?
And it allowed us to REALLY focus on...
PEOPLE
THAT SHARE OUR INTERESTS?
And we amplified their voice to connect with...
THAT SHARE THEIR COMMITMENT FRIENDS
And our platform was their way of pulling in their... THAT SUPPORT THEIR PASSION FAMILIES
And this platform became the new way that...
S.T.E.M.
SOLVES REAL BUSINESS GOALS
THE BIG IDEA: A PLATFORM FOR ENGAGEMENT
CHANGING MY WORLD
WE BELIEVE
WE CAN INSPIRE EVERYONE WE MEET
TO SHARE THEIR STORIES
IN PERSONALLY MEANINGFUL WAYS
STORIES OF UNBRIDALED PASSION
OF DETERMINATON AND DEDICATION
OF AMBITION AND OBSTACLES
OF OPPORTUNITY AND COMMITMENT
STORIES OF HOW THEY’RE PASSIONS
WILL HELP THEM CHANGE THE WORLD
HELP THEM MAKE A REAL IMPACT
ON THINGS BOTH GLOBAL AND PERSONAL
AND THROUGH THEIR STORIES
WE CAN HELP THEM CHANGE THEIR WORLD
Here’s how it works
PEOPLE
TAKE THIS PERSON, AND LET THEM SHARE THEIR DREAMS OF CHANGING THE WORLD...
Create authentic connections FOCUS ON SOMETHING YOU BOTH SHARE IN COMMON... THE CAUSE
PEOPLE
Co-opt the idea
THE CAUSE
PEOPLE TAKE THIS GROUP, AND LET THEM SHARE THEIR VISION OF THE FUTURE...
SPONSORS
Reshape the context of touch-points
OUTREACH+
THE CAUSE
PEOPLE
SPONSORS
MAKE THE MOST USE OUT OF THE MOMENTS YOU CONNECT WITH THEM...
Become the platform
OUTREACH+
THE CAUSE
PEOPLE
SPONSORS
S.T.E.M.
CONNECTING WITH THE PEOPLE THAT MEAN THE MOST TO YOU IN WAYS THAT ARE MEANINGFUL AND RELEVANT.
That amplifies their voices, and your cause
PEOPLE THE CAUSE SPONSORS OUTREACH+ S.T.E.M. ACTIVATION LEVERS
COORDINATE MESSAGING THROUGH DIGITAL CHANNELS TO EMPOWER SOCIAL CONVERSATION, BUILDING VOCAL ADVOCATES OF THE SHARED CAUSE.
AND WE CAN TURN THIS
INTO THIS