SVA DSI Class of 2019 Technologies for Designing Change | Spring - - PowerPoint PPT Presentation

SVA DSI Class of 2019

Technologies for Designing Change | Spring 2018

Table of Cotents

The Creative Brief Research Process Timeline Creative Concepts + Prototypes How? Reach/Analytics Challenges/Learning Next Steps Credits

• ur journey.
• ur brief.
• ur process and timeline.

research. what we made. how we got here. challenges and learnings. next steps.

Creative Brief

• ur creative brief

(the challenge)

1. Amplify awareness and aptitude for the metric system in the United States and communicate its benefits. 2. Celebrate the coexistence and facilitate "bilingualism" between the metric system and US customary units. 3. Facilitate conversation using the metric system to communicate with the rest of the world. 4. Provide helpful information and tips for conversion between metric and US customary measures.

Social Media Branding Infographics Product Video Op-Ed/Letters

4

RESEARCH BRAINSTORMING MOVEMENT STRATEGY ASSEMBLY AND CREATION EXECUTION

4 WEEKS

Case Studies Research Audience Interviews + Insights Product Management Planning

4 WEEKS 2 WEEKS 4 WEEKS

• ur process and timeline.

research.

1. High profile media coverage + endorsements 2. Light-hearted and positive messaging 3. Toolkit for participants 4. Utilize existing networks 5. Put education at the center 6. Capitalize on social influence 7. Appeal to people’s values

takeaways from case study research

This research helped define the overall strategy we kept in mind for the campaign.

The first priority was for our team to understand the current perspective on the metric system from a broad set of stakeholders. We interviewed chefs, teachers, journalists, policy makers, doctors, lobbyists and scientists - anyone that could have stake in a move to an all-metric system because of their profession. We presented our insights back to the various teams so that they could be incorporated throughout the project.

speaking to people.

things we heard.

“...it’s a way for the whole world to speak the same language.”

• Chef

“I have wondered why we haven’t...” - Retired Elementary School Teacher “It makes our lives difficult because we end up having to use a mix of both measurement systems and doing a lot of

• conversions. ” - Fisheries Biologist, Arizona Game and Fish

“Mathematically the metric system is a lot easier to use because it’s base 10. Our number system just easily lends itself to the metric system.” - High School Math Teacher

speaking to people, again.

To better understand where and to whom to launch

• ur campaign, we talked with our contacts a second
• time. We asked about the media channels they use

and how often they refer to them. Again, we presented our insights to the the team at large to help formulate a campaign strategy.

things we heard.

“I get most of my news through social media sources. I’d much rather read my news and piece together the facts.” - Artist “I get the news on my phone (New York Times), NH public radio, newspapers…TV …Online news...talking with friends, colleagues and family.” - Journalism Professor “Read local newspaper, online sites: NYTimes, Slate, Time, CBS News, Marketwatch. Listen to NPR.” - Retiree “I used to know through facebook, but now people usually tell me what’s going on.”

• Physician’s Assistant

what we made.

Many directions were taken in

• rder to create a brand

identity for the campaign that would not only stand for our message, but be memorable and exciting. Our final direction took a tone of grunge and a strong visual language that was both illustrative and impactful.

forming a brand.

infographics

All 6 infographics together will serve as a poster, and individually as social media posts. While visualizing those relationships, we saw an opportunity to engage our target audience and visualize the metric system in a relevant, relatable, and consistent way. Our team of 6 developed 6 ways the metric system enters our daily lives. Together, this shows how the metric system enters our lives in an entire day.

creating a space for products.

The Video team hit the streets of NYC to involve the public in our

• campaign. Danielle H. played the

role of the ‘Metric Monster’ and interviewed people near the Flatiron building, asking questions about conversions, their thoughts on the metric system vs. the US system, and how many bananas tall she is. Upon completion the video was released on social media.

getting the word out.

3 days 2.9k views shares and likes

1. Started with a comprehensive communication/pr environmental scan 2. Developed a list of reporters and outlets to reach out to 3. Developed a message platform about our project 4. Reached out to reporters with pitch and

• ption for interview

5. Followed up with reporters, waiting for traction.

forming media relations.

establishing a presence on social media

Follow us: Facebook: Power of 10 Instagram: Power of 10 Twitter: @pwrof10

#makeamericametricalready

how did we get here?

STRATEGY

A large chunk of our time together was spent

• n striving for cohesion in our vision, and

understanding who our primary audience was - hence defining the channels we would use to reach them.

GIVING IT FORM

The metric system is extremely abstract, hence many of our ideas focused on giving it form - whether through establishing a visual language, a series of products and infographics, and a light and humorous video to help people relate to our message.

evolving our direction.

It was a slight challenge to gather traction on the issue of the metric system, given the severity of other issues our country is facing but we learned to connect the system to

• thers, adding to its importance and value.

Communication was also a learning process, as our campaign had so many moving parts, that constantly

• evolved. Establishing points of contact within teams, and

trying to document as much as possible, we were able to maintain a steady stream of communication.

learning from challenges.

1. develop additional videos a. illustrative video of the history of the metric system in the United States b. making chocolate chip cookies from scratch 2. publish op-ed article(s) in newspapers and media outlets we contacted 3. push social media in universities, schools and with other applicable audiences 4. promote the campaign’s Society 6 product page through social media and local artisan shops

what’s next?

Corinne Reynolds for case study & media relations research Catalina Cipri for research, mapping & infographics Danielle Hernandez for logo, branding & case study research Danielle Shepard for ethnographic research & user-generated content Danielle Skinn for ethnographic research, infographics & final presentation Jason Chen for product development & project management Jelynne Morse for project management & campaign name development Jessica Panicola for project management & video concept development Jiayi Dong for mapping & campaign pitch Kubo Wang for product development & case study Lu Rodrigues for social media & documentation Mary Beth Lumley for ethnographic research & user-generated content Pratiksha Rathi for project management & product development Rachel Cho for ethnographic research & product development Rutvi Gupta for user-generated content & final presentation Taylor Sokolowski for documentation & filming Umila Singh for mapping, case study research, & final presentation Wenqi Zheng for illustrations Xianan Zhang for ethnographic research & infographics Yun-Ang (Nic) Tsai for project management & infographics Yuwen Wang for project management and product development Zach Narva for mapping infographics Zoe Bordenet for ethnographic research & user-generated content

thanks to:

Big thanks

Lee-Sean Huang Our Guest Speakers