Foundation Summer 2012 Campaign Roadmap

	Summer 2012 Campaign Roadmap
	Owner: Ben Simon, Michelle Thorne	Updated: 2012-03-9
	Summer webmaking campaign]

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/
• Michelle L: http://rwxweb.wordpress.com/2012/03/05/webmaking-day-of-action/

Campaign Overview

This summer, we want to launch a learning/making campaign, targeted at kids/teens/youth to bring them into our programs in a low-bar way. We're callaing it the “kitchen table” campaign for short — the idea being of 3 kids and a parent around the kitchen table — but branding suggestions are more than welcome. The overall pitch will be about "teaching to code" as a way of making cool stuff.

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

San Francisco

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