Imagination Foundation Global Cardboard Challenge 2013

Krista Goodman, Jenna Torluemke, Grace Luan, Agnus Dei Farrant

Business Goals 1.  Ins&ll  crea&ve  thinking  as  a  core  skill  and  social  value.  2. Give  kids  opportuni&es  to  create  and  learn  based  on  their  passions.  

3. Foster  a  community  of  crea&ve  makers.  4.  Introduce  social  entrepreneurship  at  a  young  age.  5. Use  storytelling  to  celebrate  excep&onal  kids  and  inspire  communi&es.  

Statement of Opportunity The  Imagina&on  Founda&on  has  the  opportunity  to  expand  its  global  audience,  raise  awareness  and  inspire  children,  parents  and  teachers  with  its  second  annual  Global  Cardboard  Challenge.  The  goal  is  to  have  one  million  children  in  70  countries  par&cipate  in  over  10,000  events  for  the  2013  Global  Cardboard  Challenge.  

Communication Goals To  encourage  families  and  educators  across  the  globe  to  get  involved  with  the  Imagina&on  Founda&on  and  par&cipate  in  the  Global  Cardboard  Challenge  2013.  

Research

Primary  •  Qualita&ve:  interview  past  

event  par&cipants  •  Quan&ta&ve:  survey  

par&cipants,  educators  •  Online  monitoring    

Goals  1.  Evaluate  past  event  successes  and  failures.  2.  Evaluate  past  media  coverage  and  benchmark  for  this  year.  

Methodology  Secondary  •  2012  Press  Coverage  •  Other  movements  that  have  

successfully  launched  with  global  par&cipa&on,  their  strategies,  successes  and  failures.  

 

SWOT Analysis Strengths (Internal) Weakness (Internal) 1.  Inspira&onal  cause  started  by  an  inspira&onal  story.  

2. Strong  visual  imagery  and  symbolism.  3. Excellent  partners  established  early.    

1. Children  are  an  indirect  audience.    2. S&ll  searching  for  iden&ty  and  role  with  schools  and  organiza&ons,  lacking  a  global  reach.  

3. Website  (imagina&on.is)  language  barriers.  

Opportunities (External) Threats (External) 1. Transcend  cultural  barriers  and  geographic  boundaries.  

2. Unite  a  global  community.  3. An  opportunity  for  children  to  inspire  children,  and  adults.    

 

1. Language  barriers.  2. Limited  internet  access  in  remote  countries.  

3.  Maintaining  the  movement.  4.  People  may  not  recognize  the  problem.  

 

Objectives •  By  May  31,  secure  par&cipa&on  from  75  percent  of  previous  sponsors.  

•  By  June  30,  secure  10  new  sponsors.  •  By  June  30,  secure  10  influencers  to  men&on  the  challenge  in  blogs/social  media.  

•  By  July  31,  secure  5,000  challenges.  •  By  August  30,  secure  8,000  par&cipa&ng  loca&ons.  

Key Audiences •  Teachers  •  Parents/parent  groups  •  School  administrators/district  administrators/home  school  organiza&ons  • A[er-­‐school  programs:  boy/girl  scouts,  day  care  •  Libraries/Bookstores/Museums  

Key Messages • The  2nd  Annual  Cardboard  Challenge  is  an  opportunity  to  revisit  and  rebuild  childhood.  

• The  cardboard  challenge  will  create  a  global  community  of  play,  and  encourage  a  world  of  individuals  to  imagine  and  be  entrepreneurs.    

• Children  and  adults  can  unplug  and  play.    •  Let's  get  back  to  square  one,  both  children  and  adults  need  imagina&on.  

Strategies 1.   Tac8cal:  Community  outreach  events,  global  

community  building,  ongoing  rela&onship  building  

2.   Thema8c:  Emphasize  the  value  of  and  need  to  encourage  imagina&on  

3.   Timing:  Pre-­‐event,  event,  post-­‐event  

4.   Tonality:  Proac&ve,  leadership  5.   Targets:  Opinion  leaders,  parents,  complementary  

organiza&ons  for  partnerships/sponsorships  

Tactics 1.   Partnerships  and  Sponsors:  

a.  Contact  last  year’s  sponsors  b.  Form  and  maintain  new  partnerships  

2.   Influencers:  a.  Children’s  authors  b.  Celebrity  parents    

3.   Television  Integra8ons:  a.  Nickelodeon  b.  Disney  Channel  c.  NBC  (“The  More  You  Know”)  

Tactics 4.   Educa8on:  

a.  School  outreach  (includes  home  school  organiza&ons,  museums,  libraries,  a[er-­‐school  programs  and  clubs)                                                                                                              

b.  Universi&es  c.  Interna&onal  

5.   Pop-­‐up  Events:  a.  Challenges  in  high-­‐traffic  loca&ons  

6.   Media:  a.  Print/Online  b.  Broadcast  c.  Social  media  

7.   Momentum-­‐driver:  Post-­‐event  newslegers  

Evaluation

Monitoring:  

•  Coverage  Monitoring  

•  Facebook  

•  YouTube  

•  Twiger  

Tracking:  •  Facebook  Engagement  •  YouTube  Engagement  •  Twiger  Engagement  •  Website  •  Event  organizer  survey  

Team & Budget Estimates •  Volunteer  Sources:  

•  Possible  Sponsors:  

Line  Items   Quan8ty  Hours/month  Totally  6  months   Expenses   Total($)  

Personnel  (Staff/Volunteer)  Administra&ve  support  staff   2   60   $15/h   1,800  

Technical  support   2   25   $9/h   450  Language  support  (volunteer)   2   5   0   0  

PR/marke&ng  specialist   5   20   $9/h   900  Global/reginol  coordinators  (volunteer)   70+   30   0   0  

Organiziers  (volunteer)   TBA   TBA   0   0               Total   3,150  

PR  Programs  (Non-­‐personnel)  Pre-­‐event  

Research  -­‐  surveys   1  May:  45h              June:  30h                   $5/h   375  

Media  rela&ons  developemt   1   60h   $4/h   240  Celebrity  endorsement   1   \   1,000   1,000  

Story  development/wri&ng   4   \   35   140  Informa&on  packet/toolkit  development   1   \   200   200  

Copying/prin&ng   2,000   \  

4  pages,  full  color,  8.5*11  

in.  $0.29/sheet   2,320  Distrib/postage/fulfillment   2,000   \   1   2,000  

             Total      $6,275    Event  

Photo/video  produc&on   1v/20pics   \   500   500  Tradi&onal  media  (TV,  magazine)   4   \   300   1,200  

Online  media  integra&on  (Youtube,  social  media)   4   \   200   800  Penpal  program  launch   1   \   220   220  Viewing    Par&es  rentals   1   \   2,000   2,000  

Benefits  for  partner  organizaitons   50   \   30   1,500               Total   6,220  

Post-­‐event  Newsleger  design/wri&ng   1   \   70   70  

Media  story  distrib/followup   4   \   20   80  Evalua&on  survey   1   \   700   700  

            Total   880  Other  Direct  Costs  

Materials  for  cra[s  (sponsored)   200   \   0   0  Conference  call/long  distance  services   2   \   100   200  

Travel     4   \   800   3,200               Total   3,400  Total   19,895              

Timeline     May   June   July       Week1   Week2   Week3   Week4   Week1   Week2   Week3   Week4   Week1   Week2   Week3   Week4  

Media/influencers   Pre-­‐research  

Pitch  (Interna&onal)  

Pitch  (Interna&onal)   Pitch  (Na&onal)  Pitch  (Na&onal)   Pitch  (LA)   Pitch  (LA)   Secure  

Youtube  how-­‐to  series  planning              

Partnership/Sponsorship   Pre-­‐research  

Reach  out  (Interna&onal)  

Reach  out  (Interna&onal)  

Reach  out  (Interna&onal)  

Reach  out  (Na&onal)  

Reach  out  (Na&onal)   Reach  out  (LA)   Secure                  

Educa8on  Programs       Informa&on  packet/toolkit  development  

Transla&on    and  global  distribu&on          

School  districtp-­‐wide  challenges  introduce              

Events   Organizer/volunteer  recrui&ng      Secure  5000  challenges  

    August   September   October       Week1   Week2   Week3   Week4   Week1   Week2   Week3   Week4   Week1   Week2   Week3   Week4  

Media/influencers   Youtube  How-­‐to  series  

Press  release/media  Stories  follow  up              

Press  release/media  Stories  follow  up  

Post-­‐event  newslegers   Evalua&on  

Partnership/Sponsorship                                                  

Educa8on  Programs  

University  Mentorship  Program  Introduce              

Cardboard  challenge  kick-­‐off   Penpal/mentorship  program  launch           Evalua&on  

Events                  Cardboard  challenge  kick-­‐off   Cardboard  challenge   Global  Day  of  Play       Evalua&on  

Thank You!