HAN Cultural Task Force

1. HAN Cultural Task Force Report to the HAN Council Mid-Year Strategy Retreat Feb. 6, 2010

2. Agenda • Provide background on the Task Force • Review Objectives and Strategies • Describe Progress to Date • Discuss Next Steps • Q&A

3. Original Task Force Description Group of Haas alumni who will address the issue of how to build a culture to define the Haas School, distinguish it from other business schools and encourage alumni to identify with cultural values and reflect them in their behavior

4. Task Force Members • Robert Bogolub • Jack Duan • Kate Gomez • Brad Howard • Heather Hollick • Leslie Kanberg • William Ledeen • Ian Morris • Charlene Son Rigby • Dawn Riordan • Dutta Satadip • Victor Szczerba • Kevin Wong

5. Progress to Date • Bi-weekly meetings by phone began Oct 27, 2009 and ran through Feb. 2, 2010 • Early in the process, we received the following information: • Defining Principles have been established • Interest in using narratives reflecting the Defining Principles to communicate them to alumni and others

6. Haas Defining Principles • Question the status quo We lead by championing bold ideas, taking intelligent risks and accepting sensible failures. This means speaking our minds even when it challenges convention. We thrive at the world’s epicenter of innovation. • Confidence without attitude We make decisions based on evidence and analysis, giving us the confidence to act without arrogance. We lead through trust and collaboration. • Students always We are a community designed for curiosity and lifelong pursuit of personal and intellectual growth. This is not a place for those who feel they have learned what they need to learn. • Beyond Yourself We shape our world by leading ethically and responsibly. As stewards of our enterprises, we take the longer view in our decisions and actions. This often means putting larger interests above our own.

7. Revised Project Objective Near-term: • Communicate the Defining Principles to Haas alumni • Familiarize alumni with the principles and engage them in activities that will reinforce the principles Longer-term: • Alumni will understand the principles, share them with others and try to apply them to their own behavior

8. Communication Stages • Time • Message • frequency • Message • clarity/ • continuity Acceptance-Usage Familiarity-Comfort Level Awareness-Exposure

9. Phase One Project Strategies • Create an online, interactive space to which alumni will be invited to share Haas stories that portray the Defining Principles in action, and read and comment on other people’s stories • Use a combination of media channels to reach alumni and drive them to the Web site, emphasizing e-marketing for cost efficiencies • Cal Business (print announcement in March issue-done) • Alumni Email blast (48 % open rate) • Social Networking

10. Phase One Project Strategies (cont’d.) • Develop metrics for success of Phase One • Site usage with benchmarking • Level of interaction-read/share/comment

11. Let’s Hear It For Stories! • Sandra Hopkins, Haas MBA ’86 and former President of the South Bay chapter, was recently awarded a PhD • Her dissertation on ethical education—the use of mythology and tribal stories as the most effective way to educate or sway a body of people to share a common ethic, supports our strategy. Her main points: • The human imagination loves and needs good stories • We remember them • We incorporate them into our moral sense of self • We live them • You could say Sandra is living the Defining Principles as a “student always” and in going “beyond yourself” in her PhD pursuit and subject matter

12. Phase One Project Tactics • Use blogspot.com with a unique URL, www.ourhaas.org, as a story collection and sharing site • Seed the site with stories so alumni can quickly understand the concept • Archive all stories and select some stories to be edited and showcased on the Haas alumni Website

13. Insert snapshot of ourhaas.org landing page and show live demo of site

14. Longer-Term Objectives • Make showcased stories available to other audience segments (faculty, students, donor development, etc.) to spread the word about the Haas culture with recruiters, the business community and other external audiences • Develop and implement programmatic strategies that will help alumni to “live” the Haas cultural values in their careers

15. A Small but Vital Request • Ourhaas.org will go live early March • It will contain a number of stories that have already been placed there as examples to visitors about the types of stories we’d like them to contribute • We need your help—we’re asking everyone here to write a brief story that exemplifies one or more of the Haas Defining Principles • In your packet is a one-pager that will have guidelines on how to write your stories with instructions on how to submit them • All stories will be vetted by the task force for placement on the site

16. Immediate Steps for Phase Two • Recruit volunteers for Phase Two task force members (sign up sheet) • Determine a number of outstanding issues: • www.ourhaas.org site moderation • Process for selecting/editing stories for showcasing • Process to keep the story site fresh and engaging • Creation of site bylaws, a FAQ, and information on usage of materials (include opt-in for additional contact regarding additional story usage)

17. Immediate Steps for Phase Two (cont’d.) • Develop email blast copy to drive people to new ourhaas.org • Develop metrics to gauge success of Phase One tactics (driving alumni to the story site and getting them to read/submit/comment on stories) • Develop tactics to encourage social networking and viral word of mouth: • Links to sites frequented by Haas Alumni; e.g., Facebook, Linked in • Mechanisms to encourage viral spread of stories using other methods; e.g., flip phone videos for YouTube placements, audio story telling

18. Discussion and Q&A • Please share your comments on the work to date • The task force members will take questions from the audience • Please sign up for the Phase Two task force so that everyone can benefit from the talent and experience in this group