Foundation Summer 2012 Campaign Roadmap

	Summer 2012 Campaign Roadmap
	Owner: Ben Simon, Michelle Thorne	Updated: 2012-03-12
	Summer webmaking campaign

About this Campaign

This summer, Mozilla will be launching 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. 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.

Blog Post Archive

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

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.