Foundation Summer 2012 Campaign Roadmap

	Summer 2012 Campaign Roadmap
	Owner: Ben Simon, Michelle Thorne	Updated: 2012-03-27
	Summer webmaking campaign

About this Campaign

This summer, Mozilla will be organizing a learning & making campaign, targeted primarily at young people, to get them to use the summer to start becoming web makers -- teaching them to code in a fun, engaging, and somewhat informal way, as a pathway to making cool stuff on the web.

It'll look a lot like a cross between a "day of action" that a political organization might run, but crossed with a very different type of event and goal.

We're calling it the “kitchen table” campaign for short — the idea being of 3 kids and a parent around the kitchen table — but branding is not final.

The campaign will:

• Focus on learning through making, letting participants take something they're passionate about and use that as a fun vehicle for learning.
• Launch in June on a single day to focus activities and provide participants something larger that they'll be a part of.
• Be open to anyone who wants to participate, and inclusive of many different toolsets (events will not be solely focused on Mozilla software).
• Provide badges for participation and follow-through.
• Be a collaborative experience, where people can share what they've made, and be inspired by what others have done (and then hack it).

Campaign goals

• Begin to teach thousands of people to code
  • This campaign won't transform participants into experts overnight, but it should give them a taste of what's possible and provide a clear path to learning/making more
• Grow interest in and awareness of Mozilla's webmaking initiatives and offerings
• Show web makers that they're part of a much larger movement and story, and provide a pathway for them to engage over the long-term
• Build a community of partners and community-based instructors that Mozilla can work with beyond this campaign

Get involved

This will become much more fleshed-out over time, but if you'd like to get make sure you hear more about the campaign, please sign up here -- anyone who wants to teach others to code is more than welcome to be a part of it:

https://donate.mozilla.org/page/s/mozilla-summer-2012

If your organization would like to partner with us on this, please email Ben Simon at bsimon@mozillafoundation.org.

Team

- Exec lead: Erin Knight, supporting Michelle T. - Project manager / event design lead: Michelle T. - Engagement and partnership lead: Ben Simon - Learning content lead: Jess Klein - Platform lead: Ross Bruniges - Communications and Branding: Matt Thompson

Blog Post Archive

Here are the different blog posts that have been written about planning the campaign so far:

• Ben S: http://engagingopenly.wordpress.com/2012/02/29/kitchen-table-summer-campaign/
• Ben S (2): http://engagingopenly.wordpress.com/2012/03/23/more-on-the-kitchen-table-summer-campaign/
• Michelle L: http://rwxweb.wordpress.com/2012/03/05/webmaking-day-of-action/

Task list

The campaign is described pretty fully in the posts linked above -- this page is meant to document what we need to do before we can launch. Here are some of the biggest outstanding questions:

• Branding for our webmakers initiative in general, and the day in particular
• Event curriculum
• Event platform (being sketched out already as a separate process, but acts as a blocker for this campaign)
• How we'll want to report back & facilitate telling the story of the day
  • Gallery for people to post what they've made
  • Badges earned through participating?
• Followup actions
• Partners
• Event testing

Roadmap

While the schedule is still up in the air, we'll need a public campaign launch at least 5-6 weeks before the actual day. This roadmap is to allow a mid-June day of webmaking.

March

• Event platform process underway
• Curriculum design for informal events completed for testing
• How-to's for informal events completed for testing
• Legal & privacy reviews of event plans begun
• Test kitchen tables & hack jams scheduled for April
• Videographer(s)/photographer(s) secured to document the test events
• Begin partner outreach

April

• Event platform completed, submitted for QA/testing by the end of the month
• Test events happen, feedback incorporated into how-to's, curriculum, and agenda
• Promo video for the campaign is begun using footage/photos from test events
• Legal/privacy concerns addressed about gathering materials from events
• Webmaker and campaign branding finalized
• Main partners secured

May

• Events platform launched
• Campaign event creation pages launched
• Campaign video launched
• Final how-to's, curriculum & agenda design tools launched
• Press & media outreach to promote the campaign
• Report back gallery infrastructure launched

June

• Day of Webmaking takes place
• Other events during the month are fit under broader campaign umbrella
• Day-of content page (for social media filtering so people can have a real-time conversation during the events) launches
• Public gallery launches
• Badges for the day/summer activities launched
• End-of-summer events announced/scheduled for Hives & Moz Spaces; how-to for other cities also available
• Report back to all reachable attendees with event content + request for feedback

July

• Collect documentation, feedback on campaign & events
• Encourage continued kitchen tabling
• Planning for end-of-summer events

August/September

• End-of-summer events in Hive & Moz Spaces

November

• Mozilla Festival in London, bringing in leaders, participants, experiences from campaign.

Partners

Denmark

Aalborg

• Platform4, Christian Villum

Canada

Tornoto

• LadiesLearningCode

Japan

Tokyo

• Mozilla Japan

Spain

Barcelona

• Alina Mierlus

UK

London

• Young Rewired State

USA

New York City

• Hive NYC

San Francisco

• Mayor of SF office. Mike Mccarthy
  • Sunday Streets. May - August

Other groups to contact

Folks doing grassroots teaching and mentoring"

• Mimi and Tara
• British Telecom IT Ambassadors
• CodeNow
• CoderDojo
• Apps 4 Good
• Simon Humphreys, [http://www.computingatschool.org.uk/index.php?id=conf2011

Computing at Schools Conference]. 14th 15th June - Birmingham University - Computer Science Department. 

• Alan O'Donohoe (@teknoteacher), ran ran Hack to the Future
• Leon Cych
• Adam Proctor Level Up - Badging Project JISC Elevator, Winchester School of Art
• Ed Baker Westminster Hub

Folks that let you customize your templates:

• tumblr
• mailchimp
• wordpress (paid only), etc.
• drupal, joomla, etc.

Folks who promote building/making things:

• Instructables
• Make magazine
• Etsy
• Centre for Creative Collaboration

Top APIs: (def more advanced)

• Google maps
• Twitter
• flickr
• Google charts
• last.fm
• Dig

Cousins" of webmaking:

• Scratch
• App Inventor
• Kodu

Beta-Testers

…