Audience Engagement 2.0

1. Audience Engagement 2.0 Daniel Maxson

2. What Is The Project? • Drive news based behavior • Encourage volunteerism against hunger in the Champaign-Urbana metro area

3. Who is the Client? • WILL • Mission • WILL enriches people’s lives through programs that educate, entertain, inspire, and empower • Vision • WILL will be the model for public media, engaging our communities and audiences in media, programs and services that support a healthy democracy and culture.

4. Show Me Results! • TV Storyboard execution • Radio execution • Online execution

5. Big Idea • We can fit volunteering into any schedule or budget.

6. TV Execution

7. TV Execution

8. Online Execution

9. Radio Execution • 00:15 • Wish you could volunteer but you never have time? <name> can help. Visit our website at <url> and find opportunities that fit in your schedule and budget. There is no commitment required and we have tasks that fit in even the most hectic schedule. Visit <url> today to learn how to volunteer on your terms.

10. Radio Execution • 00:15 • Think you don’t have time to volunteer? Think again. At <name> we find volunteer tasks that can fit into any schedule and budget. There is no commitment required. Visit <url> today to learn how you can fit volunteering into your life.

11. Radio Execution • 00:15 • Who has time to volunteer between working two jobs? Everyone. At <name> we find quick, easy volunteer tasks so you can help feed the community while still having time for yourself. There is no commitment involved, so visit <url> to learn what you can do to help fight hunger.

12. Tell Me Why • Research • Strategy

13. Research • Secondary • Two distinct motivations for volunteering • Personal • Altruistic • Long-term volunteers want more feedback • Provided framework for thinking about volunteers among our audience

14. Research • Primary • Conducted seven interviews • Target was “long-term” volunteers • Some were leaders, others were followers • Some found by referral, others by CUVolunteer

15. Research • Primary – Insights • Volunteering is a “personal commitment” • Motivation is internal • Diverse reasons for volunteering • Reasons for not volunteering • Not enough time • Fear of obligation

16. Strategy • SWOT • Positioning • Unique Selling Point

17. SWOT • Broken down by stakeholder • GroundCntrl • Illinois Public Media • The project itself

18. GroundCntrl • Strengths • Strongest metric tracking available on the market for web-based activity organization • “Mission” completion requires tangible evidence • Users can upload content

19. GroundCntrl • Weaknesses • Still in beta stage • Recently rebranded from “Common Deeds” • Heavily marketed to project managers as opposed to project participants

20. GroundCntrl • Opportunities • New niche • Interest in location-based badges demonstrated by predecessors like Foursquare

21. GroundCntrl • Threats • Success highly dependent on user buy-in and sustained interest

22. WILL – Illinois Public Media • Strengths • Well-established in local community • History of driving audience engagement • Recognized and trusted

23. WILL – Illinois Public Media • Weaknesses • Poor web presence • Conflicted on target audience • Poor social media focus

24. WILL – Illinois Public Media • Opportunities • Audience uses radio as a significant source of news • Loyal audience

25. WILL – Illinois Public Media • Threats • Political backlash if controversial subjects are brought up

26. The Project • Strengths • It serves a need identified by last semester’s student researchers • GroundCtrl provides the means to track success • WILL is already a respected part of its community

27. The Project • Weaknesses • Diverse stakeholders • No monetization strategy • Key visionary players

28. The Project • Opportunities • Receptive audience

29. The Project • Threats • Interface design may discourage use

30. Strategy • Objective • Our objective for this campaign will be shaped by the needs of our partner organizations. Abstractly, we want people to use our service as a way to fit volunteering into their lives in spite of any obstacles to regular volunteering.

31. Positioning Statement For people inclined to volunteer in Champaign-Urbana, this product will provide a centralized platform to discover timely opportunities to serve their community’s needs. Users will be able to track their activity, and reap rewards for achieving pre-set milestones. The system will be available online and via a mobile app.

32. Target Audience • Casual volunteers • Home-owner • College-educated • Employed • Married with children

33. Competition • CUVolunteer • Already serves as a virtually comprehensive source of volunteer opportunities in the Champaign-Urbana area • Planning to cooperate with them

34. Competition • Groundcrew • Already offers mobile location-based tasks • Does not provide automated feedback • Is not tied into reporting

35. Points of Differentiation • Automated feedback process for volunteer • Mobile application • “Social network”

36. But Is It Sustainable? • Conditionally, yes • Cost-benefit • Not all-purpose • Visionaries • Buy-in

37. Questions? ?