Civic Choices Playbook
Introduction
Goal 10
20
30 40
50
2
educate & Encourage players
100% ? 10
Communities & Individuals
62% Adults
Active in civic events
20
30
40
50
40
40
30
30
20
20
10
10
Civic
SWOT Analysis
Strength
Weakness
62 % Adults particpate in some form
Acitivties are minimal
Increase in public awareness about Civics Education
Do not participate if it takes time Convenience factor
Opportunity Specific audience gap Apathy deters more signifcant investment Lack of condifence or understaning deters participation
Threats Lack of appropriated funds for civics education Now has to compete with recreation
Choices
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Competitor Analysis
American Democracy Project: ADP multi-campus initiative
focused on higher education institutions to prepare the next generation of engaged citizens. Strengths: supported by large universities, American Association of State Colleges and Universities and the New York Times. It has a media outlet and expansive reach of institutions to utilize for exposure. Working since 2003. Weakness: only focuses on higher education institutions but that are as large and diverse of an audience as the rest of the nation.
College age
lobbyist
Tar Audi
Civics Education Initiative: Started in 2013, to promote civics
education and prepare students to be informed and engaged citizens. First and foremost to bring attention to this “quiet crisis� to ensure students graduate with the tools they need to become informed and engaged citizens; second, to get civics education back in classrooms across this country; lastly, that the Civics Education Initiative should be only the first step in expanding civic awareness and learning for our students Strengths: have recognized a distinct audience in need. House Bill 1646 in the Missouri House of Representatives just passed by an overwhelming majority requiring high school students to pass a basics of civics test in order to graduate. This bill was directly supported by the CEI. Weakness: Organization behaves as an interest group of lobbyist group. It is directly involved in political discussions in various states. While this could be extremely successful in changing laws it isn’t clear how the organization actually educates people. It is more of an indirect approach to the citizenry.
4
Civic
Competitor Analysis
iCivics: web based civics educational materials started by Former
Supreme Court Justice Sandra Day O’Connor. The goal is to provide materials for teachers to utilize and be available to supplement the K-12 learning materials. Strengths: Name recognition: O’Connor and Sotomayor. iCivics lives online. Nearly half of all middle school teachers already use iCivics supplemental educational materials in their classrooms. Weaknesses: only focuses on primary school education
rget ience
K-12
K-12 college
Center for Civic Education: is a nonprofit form in the 1960s at
the University of California. The Center is dedicated to promoting an enlightened and responsible citizenry committed to democratic principles and actively engaged in the practice of democracy in the United States and other countries. Strengths – this is a well-established organization with well fleshed out ideas and programs with tons of educational materials available. Last year just received a 17million dollar grant to provide teachers with materials and opportunities to education K-12 students. In recent months there are articles about the activity of this organization around the country. Have satellites offices all over the country. Weaknesses – Most of the projects focus only on K-12 grade students, only one focus on higher education. There are no programs that target the public at large.
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Audience
1
st
2
Adults ages 25-60 (working, parents, grandparents) participate in in civic activities, if only minimally. 18% of 18-30 year olds get thier news from twitter and thier primary platform for social media is facebook. This demographic cites: 1 - lack of time and 2 - unconfidence in how the system works as reasons for thier limited participation in civic activities. So this groups needs educational materials that answer How to be involved and Why they should be more involved.
Communities need assistnace in educating its citizens in local events that will enable more participation.
nd
6
Civic
Message Civics education will require Civic Choices materials to contain many statistics. It will need to relay complicated relations and extremely detialed information. Stats, graphs & charts will be necessary.
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Complex Interactions
How? age 25-60
8
Civic
S
Why?
Stats
Detailed Information
PRIDE Choices
9
Playbook Members of Civic Choices target audience often support a sports team (high school or college). Every region/town/area has a team. 90% of parents support kids in sports or band activities. Which means this group is already active in civic pride (supporting their local team) . By tapping into the type of civic pride that already exists we can encourage this demographic to extend thier participation into other areas.
Keywords: PRIDE Teamwork Perserverance
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Civic
Voice & Tone All of Civic Choices materials will be produced in: Sport announcer & Analysts breakdowns Energetic Lively Active voice Excited Sports styled graphics & Visuals Anticipatory Celebratory
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Narrartive Choose your team! How will you support your neighborhood of winners? Bring home the gold when you support Civic Choices to fight citizen apathy through exercising democracy. With your support, Civic Choices will reach nationals and show people how it’s done. We will support towns by creating fully customizable materials to recruit players. Our second focus will address the players individually
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Civic
Choices
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Civic
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