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

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Lessons Learned in Marketing and Communications from across the Ashoka U Network A continuation of last year's PR Network Launch, Ashoka U was thrilled to host our second Marketing & Communication Webinar to showcase learnings, successes, & bright spots within our Changemaker Campus Network on August 14, 2014. Open to our entire extended community, we brought folks together who came ready to learn, engage & get inspired! Brief Agenda I. Welcome & Introductions II. Updates from the Ashoka U PR Network III. Exploring Themes: A Shared Language- What does Social Innovation mean on your Changemaker Campus? IV. Introduction to Featured Projects from Changemaker Campus Leaders at PSU, Brown & UDEM IV. Featured Projects: 1. Getting Resourceful with the Elevating Impact Summit & Website development, Presented by Christina Williams & Cindy Cooper, Portland State University 2. Student-powered storytelling: How do you enable changemakers to create and harness the power of their own stories?, Presented by Alex Braunstein, Brown University 3. Integrating the Changemaker Brand into the History and Philosophy of your Institution, Presented by Guillermo Zenizo Lindsey, Universidad de Monterrey V. Q&A and Conversation VI. Conclusion & Next steps

Transcript of Lessons Learned in Marketing and Communications from across the Ashoka U Network

Page 1: Lessons Learned in Marketing and Communications from across the Ashoka U Network

Lessons Learned in Marketing and Communications from across the Ashoka U

Network

August 14, 2014

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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?

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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

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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)

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Where We Are2013 – 2014 Academic Year: Huge leaps in sophistication in both communication and collaboration across the Ashoka U network

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Changemaker Campus conference presentations & collaborative leadership

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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

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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

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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

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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.

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Alex BraunsteinCommunications Manager

Swearer Center for Public ServiceBrown University

[email protected]

Student-powered storytelling: How do you enable changemakers to create and harness the power of their

own stories?

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1. Good stories require great storytellers.

2. Not all narratives are created equal.

3. If you build it, they won’t come.

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Guillermo Zenizo LindseyPR Manager

Universidad de MonterreyMexico

[email protected]

Integrating the Changemaker Brand into the History and Philosophy of your Institution

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http://www.udem.edu.mx/Esp/Somos-UDEM/Pages/ashoka.aspx

http://www.udem.edu.mx/Esp/Somos-UDEM/Pages/ashoka.aspx
http://www.udem.edu.mx/Esp/Somos-UDEM/Pages/ashoka.aspx
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Christina WilliamsCommunications DirectorInstitute for Sustainable

SolutionsPortland State University

[email protected]

Cindy CooperCo-founder & DirectorImpact Entrepreneurs

Portland State [email protected]

A Cross Campus Effort to Elevate Changemaker Success

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Telling the PSU Changemaker StoryA cross-campus effort to elevate changemaker success

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An online home for a campus-wide initiative

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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.

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Unleashing the promise of business for social impact.

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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

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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

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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?

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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!

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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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