Global Moonshots in Education is poised to be the Butterfly Effect for authentically transforming the way we educate young people worldwide. As a challenger to the status quo, GME is preparing to engage the engrained mindset around our current institutional approach to learning from a worldwide perspective. With socialization & community building at its core, Global Moonshots is more of a movement than a brand. Moving forward requires a long term, steady effort to dissect the inadequacies of what's place, from the various viewpoints of its diverse community stakeholders, as well as introducing the well-developed, comprehensive program as a solution to each group's pain points. Beginning in this way, GME can cultivate trust & identification with the brand, inviting conversation, participation & advocacy around what it stands for. My role includes: - high level communications audit - high level engagement strategy - hard copy booklet design + implementation for gaining funding - brand design recommendations - key message development - enewsletter template design - event banner design - website banner design

1. RECOMMENDATIONS TOWARD
SOCIALIZATION & BUILDING COMMUNITY
for
Global Moonshot in Education’s
LONG TERM SUCCESS
January 19, 2019
Ann Odell
Brand Innovation & Growth Strategy Consulting

2. ‘Individuality, passion & integrity are hard things to define,
but you know them when you see them.
Help [students] find that one true note they were destined to
sing & then put that at the service of their goals.’
Caroline McHugh
Creator of ROI: Return on Individuality
‘Individuality, passion & integrity
are hard things to define,
but you know them when you see them.
Help [students] find that one true note they
were destined to sing & then put that at the
service of their goals.’
Caroline McHugh
Creator of ROI: Return on Individuality
BUILDING THE GME COMMUNITY sFOR LONG TERM SUCCESS

3. QUEST
Global Moonshots in Education is poised
to be the Butterfly Effect for authentically
transforming the way we educate young
people worldwide.
CHALLENGE
Foremost is that our movement is in opposi-
tion to the status quo so let’s be ready with a
thorough, multi-platform, over-arching plan.
The current education system has fostered
such an engrained mindset that it requires a
long term, steady effort to first highlight it’s
inadeqacies effectively. And next to reflect
GME’srecognitionofitsdiversecommunity’s
particular pain points. Beginning in this way,
GME cultivates trust & identification with the
brand,&prepstheplatformforthensuccess-
fully imprinting a completely new paradigm
across so many diverse mindsets globally.
COMMUNICATING HIGH LEVEL GOALS
WHY articulate the Problem we’re Solving
plus demonstrate our understanding of the
Problem thru the public’s perception [pain
point from each unique stakeholders’s POV]
WHAT explain our Approach to Solve It
-philosophy, methodology, curriculum, etc.
HOW explain our Tactics to Integrate
-training, feedback, measurement, etc.
WHO showupasa21CEducationBestPrac-
tices Org [by sharing content & featuring
our leaders/advisors, affiliations, etc.]
WHERE & WHEN explain the Internation-
al Scope, dissemenation timeline & target
locations.
BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESSANNODELL.COM

4. GMEIDENTITY
GM
E CO M M UNI
TY
HOW MIGHT WE...?
*ENGAGE EACH STAKEHOLDER TO EXPEDITE GME ADOPTION
ANNODELL.COM
Creating
awareness & spark-
ing conversations
with each
stakeholder where
they are
BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS
POLITICAL/
dept of ed stake
FUNDER/
citizens w/out kids
EMPLOYEE/
teacher stake
ACADEMIA/
higher learning stake
ECONOMIC/
corporate stake
USER/
student stake
USER/
parent stake

5. ‘
‘
‘
‘
‘
‘ ‘
How might we empathize/understand the Problem through the public’s mindseye...?
I’m tired of paying such steep
school taxes to keep this bureau-
cratic boon doggle afloat, not to
mention often intimidated by
their population in my own
n’hood...these kids have no respect.
Just do it...
just get through it...
you must graduate college
or you have no chance.
Pass the Tests so you can get into a
good college...
Pass the Tests again so you can
get a good job...
forget about discovering who you
are, we can’t measure that, we
must respond to a political construct
first, not our user’s real needs.
We realize the approach
is ineffective, but our
hands are tied!
Freshmen students walk
onto campus with a real
lack of skills necessary to
succeed at the University
level...why is that?
They don’t care about
who I am...
why should I care about
what they FORCE
me to do?
Our current Education
system is still preparing
students for work in 19C
factories & not for the
demands of innovation
driven 21C enterprises.
ANNODELL.COM
POLITICAL/
dept of ed stake
FUNDER/
citizens w/out kids
EMPLOYEE/
teacher stake
ACADEMIA/
higher learning stake
ECONOMIC/
corporate stake
USER/
student stake
USER/
parent stake
BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

6. When the times comes, ideally we tailor our
storytelling to each stakeholder group
as resources permit.
ANNODELL.COM BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

7. How might we most effectively socialize such a new notion?
How to challenge such an institutional construct that all our lives are shaped by?
STEADY GME MEDIA DRIP [social media/GME blog/published articles/podcast interviews/speaking]
Little messages on many different platforms, through social & other media sources, is what our stakeholders
expect. Subliminal delivery until they’re finally curious enough to engage is a best practice. See the ‘communi-
cation loop’ diagram.
DRIVE ENGAGEMENT AS AN OPEN DIALOGUE [to build AUTHENTIC relationship]
Showing we care about what people have to say, emphasizing our desire to hear from them regarding their
experiences & their suggestions around education will go very far toward early adoption, community building
& gaining funding. If we position as: The Future of Education Needs You Now then it goes without saying we
must welcome a two-way exchange.
We get to walk our talk, cultivating Guide on the Side for building community as much as we can. In this way,
we gain big strides for low investment. See the ‘communication loop’ diagram.
POSITION AS VOICE FOR THE GREATER GOOD [helps diffuse fear of change/suspicion]
Building on Esther’s postioning: ‘Her personal mission for humanity’ makes sense. And we don’t want to sound
like world saviors either. Maybe a ‘Public Service Announcement’ approach is worth considering, framing GME
more as publicly supported & less so big $ from one side of the political spectrum.
PRESENT THROUGH A POPULAR CULTURE LENS [best medium for student buy in]
Really important not to forget that it’s THE STUDENTS who are key here. If we can create the right way for them
to connect Peer to Peer, being Visible in our Campaign, again it’s big strides for low investment.
CREATE HALO EFFECT FROM THE EXPERTS [influencer marketing tactic via advisory members]
Let’s leverage our ‘Davos’ level advisors. By asking each to publish, blog or be interviewed [2-3 times/yr] on various
podcasts highlighting GME, we drive community enrollment of high quality prospects.
ANNODELL.COM
‘Fish don’t know they’re in water.’
--Derek Sivers
BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

8. GMEIDENTITY
GM
E CO M M UNI
TY
#CAMPAIGN
SLOGANthat crystallizes the Big Idea
[hashtag]
increasing awareness.
*EMPOWERINGLIFELONG
LE
A
RNERS IN SERVICE TO THEIR
L
O
CALCOMMUNITIES&THE
GR
EATERGOOD.
4 POINTS OF ENGAGEMENT
1
3
24
*ORCHESTRATED ALONG A TIMELINE
STEADY
GME MEDIA
DRIP
PRIMARY
LAUNCH
CAMPAIGN
GME
MUSIC
FESTIVALS
ANNODELL.COM
STEADY
INFLUENCER
MEDIA DRIP
BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

9. GMEIDENTITY
GM
E CO M M UNI
TY
#CAMPAIGN
SLOGANthat crystallizes the Big Idea
[hashtag]
increasing awareness.
4 POINTS OF ENGAGEMENT
1
3
24
*ORCHESTRATED ALONG A TIMELINE
STEADY
GME MEDIA
DRIP
PRIMARY
LAUNCH
CAMPAIGN
GME
MUSIC
FESTIVALS
ANNODELL.COM
STEADY
INFLUENCER
MEDIA DRIP
BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS
awareness-
onboarding
funding
appeal
awareness-
onboarding
funding
appeal

10. GMEIDENTITY
GM
E CO M M UNI
TY
#CAMPAIGN
SLOGANthat crystallizes the Big Idea
[hashtag]
increasing awareness.
4 POINTS OF ENGAGEMENT
1
3
24
*ORCHESTRATED ALONG A TIMELINE
STEADY
GME MEDIA
DRIP
PRIMARY
LAUNCH
CAMPAIGN
GME
MUSIC
FESTIVALS
ANNODELL.COM
STEADY
INFLUENCER
MEDIA DRIP
BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS
goal steady flow of strategic content that UNPACKS what we’re all about
for promoting awareness/trust + sparking online conversations
target enlightened early adopter ADULTS more likely to latch on & tell
their friends
medium social posts, blogging, email newsletter, podcasts, articles, 30
secs videos that feature data around ‘the problem’ we’re solving, etc.
channel FB, IG, TW, YT, Edutopia, Freakonomics, Fast Co., INC., The Guard-
ian, The Times, intl publications, etc.
producer Kim, Karina, volunteers/digital media college majors, maybe
some PALY students? Great opp for featuring content from our INTL NET-
WORK: members + supporters. Leveraging our members to spread word.
investment low
timeline start now until forever
goal big splash introduction/funding appeal
target general public
medium Public Service Announcemt style video,
digital ads, print brochures featuring #hashtag
channel tv, radio, FB, IG, TW, YT, direct mailers
producer The Ad Council maybe?
Investment hopefully low or even pro bono
timeline TBD
big splash introduction/funding appeal goal
students/younger adults/the BRANDS that pursue
them target
‘Global Citizen’ type event in 3 locations featuring
bands + a few celebrity emcees aligned with our
cause medium
physical event that’s also live-streaming + promot-
ed on all digital channels, maybe posters channel
we find an events partner producer
out of pocket recouped from ticket sales
+ BRAND SPONSORS investment
TBD timeline
steady flow of influencer content supports
UNPACKING of concept for promoting awareness/
trust + sparking online conversations goal
our influencer’s existing audiences target
their blogs + sites they guest blog on, podcasts,
social media posts medium
online sites, radio, live streaming, FB, IG, TW
channel
advisory board members producer
pro bono investment
start now until forever timeline

11. ANNODELL.COM
HUMANITARIAN
FRAME
ACADEMIC EXPERT
FRAME
POP CULTURE
APPEAL
CIVIC
APPEAL
LEADERSHIP THRU PERSONAL COMMITTMENT TO A VISION
LEADERSHIP THRU DIVERSE EDUCATION BEST PRACTICES
#CAMPAIGN
SLOGANthat crystallizes the Big Idea
[hashtag]
increasing awareness.

12. 1STEADY
GME MEDIA
DRIP
Phase 1 is about creating a
COMMUNICATIONS LOOP that builds community
thru ONLINE EXCHANGE + CONTENT SHARING
*On our side it requires a thoughtful Communications Strategy that
identifies content categories & development of editorial calendar
plus the graphic look/feel of things so we maintain brand integrity.
ANNODELL.COM
Gain strength in numbers & steadily enroll
believers that will help us spread the word.
Business Leaders, School Admin, Teachers,
Students, Parents
BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

14. Quick Sketch Communications Plan
‘THE
PROBLEM’
FACTOIDS
Research data points
around the current system
from international sources.
EXAMPLES
Every year in the US, a
student drops out of high
school every 26 secs –
that’s 3,323 a day- 1.2 mil-
lion per year.
49% of all students re-
port feeling a great deal
of stress on a daily basis &
31% report feeling some-
what stressed.
-NEW YORK UNIVERSITY/
2015 Check it out here:
https://bit.ly/2qHjfmc
THE GME
LEADERSHIP
TEAM
Content revealing the cre-
dentials, expertise, back-
ground experience &
personal/professional moti-
vations of the GME Leader-
ship Team.
EXAMPLE
Word-Image Social Post
The CEO & Founder of
GME, Esther Wojcicky be-
lieves...
Check here out here: YT vid-
eo or main URL, etc.
Existing Video Clip as Post
‘You’re not going to solve
the problems of the 21st
century with the educa-
tion methodolgies we are
currently teaching.
-E. Wojcicki
Existing Video Clip as Post
‘The world needs a moon-
shot, not because it’s easy,
because it’s hard & be-
cause we can’t afford to
wait.’
-E. Wojcicki
‘THE GME
BIG IDEA’
FACTOIDS
Breaking down into bite
size bits, the salient points
of the big idea. Find myriad
ways to demonstrate each
one, over & over.
EXAMPLE
Word-Image Social Post
The GME curriculum al-
lows each student 20%
self-directed learning time
because...
1 Minute Video
Highlights 1 student’s
[Jose’] use of self-direct-
ed time...what they pro-
duced.
Blog Entry
Jose’ writes a 300 word
Blog about what he did
with his self-directed time.
Teacher publishes article
about impact of self-di-
rected time w/ 3 student
examples.
Advisor speaks to the val-
uee of self-directed learn-
ng on a ED podcast.
THE GME
ADVISORY
BOARD
Content revealing the cre-
dentials, expertise, back-
ground experience &
personal/professional moti-
vations of the GME Advisory
Board.
EXAMPLE
Word-Image Social Post
A GME Advisory Board
member, Todd Rose is the
co-founder of Populace, a
social impact organization
dedicated to advancing our
understanding of individu-
ality to transform how we
learn, work & live so that
all people can live fulfilling
lives in a thriving society.
Check him out here:
A GME Advisory Board
member, Dr. Jim Stigler pre-
pared a Department of Ed-
ucation landmark report on
teaching & learning differ-
ences in students in math
globally, which pointed out
clear deficiencies in the U.S.
Check him out here:
DIVERSE
STAKEHOLD-
ER ‘POVs’
Quotes & images, where
possible, that catalyze emo-
tions: students, parents,
business leaders, teachers,
administrators, etc.
EXAMPLE
Word-Image Social Post
‘Learning what I wanted
to learn made me want to
learn more...& made me
realize I want to pursue a
career that combines....’
-Sarah Apel/GME student
1 Minute Video
Student [Daniel] speaks
into camera or interview
mic, sharing impact.
21C EDUCA-
TION BEST
PRACTICES
Content revealing the latest
in Education Best Practices
& why.
EXAMPLE
Word-Image Social Post
Experience is the best
Teacher.
INSPIRATION-
AL QUOTES
Tricky one- must be careful-
point is to feature quotes
from people of all countries,
that are not in Educatio,
that reflect some part of
our mission.
‘Education should not be
the filling of a pail, but the
lighting of a fire.’
-William Butler Yates/poet
‘Tell me & I forget. Teach
me & I may remember.
Involve me & I learn.’ --B.
Franklin
‘I am always ready to learn
although I do not always
like being taught.’
-- W.Churchill
‘My goal is to empower
student’s to shape their
furture. -E. Wojcicki
*ANY MESSAGE COULD BE DELIVERED AS 20 sec - 2 min VIDEO, SOCIAL MEDIA POST, BLOG ENTRY OR PUBLISHED ARTICLE, INTERVIEW
*EVERY MESSAGE FORMAT FEATURES: LOGO, URL, #HASHTAGS & CALL TO ACTION: ‘THE FUTURE OF EDUCATION NEEDS YOU NOW’
*ALL FOLLOW A FEW BASIC LOOK/FEEL GUIDELINES TO MAINTAIN A SENSE OF COHESION/BRAND INTEGRITY

15. Phase 3 is about creating a
WELL PRODUCED, HIGH PROFILE SPLASH
that capitalizes on awareness developed in
Phase 1/2 & geared as FUNDING APPEAL.
*Noteworthy to consider partnering with the AdCouncil for accom-
plishing this goal. Through them, we gain additional exposure in
very media centric circles of taste makers & they do pro bono.
ANNODELL.COM
2PRIMARY
LAUNCH
CAMPAIGN
Potential to create our big splash as a
Public Service Announcement style video,
along with digital ads, print brochures
featuring our campaign slogan #hashtag.
The Ad Council has good cred across the
general public, providing top knotch service
spectrum including research & measurement.
BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

16. More about considering an AdCouncil partnership...
WHAT?
The potential for our initiative to be misunderstood, is
an understatement plus potential for misfires due to
inexperienced trainers, etc. even with all the planning,
protocol & tools.
Therefore, presenting GME in the context of a ‘PSA’ for
the greater good could be really effective, plus maybe
it diffuses any liberal connotations from get-go. Picture
yourself in front of TV one evening watching the news
& you see:
‘The Future of Education Needs You Now.’
*Microsoft recently partnered to ‘Rebrand Teaching’
targeting Millennials.
Please check these out:
HOW?
With our strategic guidance, AdCouncil could create
a first round of communications: videos, social media,
even print. Supposedly they do pro bono, assign issue
expert, source top knotch agencies, produce ads that
are usually pretty darn good & include research, mea-
surement infrastructure: set kpi’s/analytic review...so we
see response/engage rate & more.
Plus their network is vast. Maybe through Esther & ad-
visory board —someone could expedite us on their list.
Maybe campaign is in QUESTION form, like ‘What did
you Learn Today?’ or in some way emphasizing the im-
perative for education to produce LifeLong Learners, not
just test takers. We would push them to create some-
thing ultra emotionally triggering & memorable like any
of these below.
https://www.adcouncil.org/Working-With-Us/Become-an-Ad-Council-Campaign
https://youtu.be/cD8a49hEzQ4

17. Phase 4 is about creating a
WELL PRODUCED, HIGH PROFILE SPLASH
that capitalizes on awareness developed in
Phase 1/2 & geared as FUNDING APPEAL.
*Noteworthy to consider spreading the word through a music
event: 1 the right bands will GET US, maybe do for cut rate
2 BRANDS will love to sponsor.
ANNODELL.COM
Potential to create our big splash as a
music event modeled after Global Citizen.
Maybe even the founders or operators of it
would be willing to volunteer their time, help
us source promoters, etc.
3GME
MUSIC
FESTIVALS
BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

18. More about considering a music event...
WHAT?
In conjunction with our PSA initiative, & leveraging
same Campaign Slogan, we could work with an events
partner to produce a cross-country series of music
festivals with a specifically curated list of perform-
ers/ bands, & even get 1 or 2 celebrities to emcee., that
align with our cause.
The hope would be that everyone needed to produce
this experience would reduce their rates, because if
there were ever a segment who GETS US it’s artists &
creatives. Perhaps with moderately priced ticket sales we
cover costs, get massive PR lift & land a few big donors.
And we can start out smaller than GC as well.
HOW?
The idea would be 3 locations: east/west coasts + 1 in-
terior, but not SF, NY, Austin…because we’d be labeled
as ‘same ole Leftists’. Maybe 2nd cities so we do really
look like we’re different & walking the talk of bringing
EVERYONE UP not just ‘the haves’ in progressive cen-
ters.
We could choose between this or the PSA…one is bet-
ter than none.
Please see these for concept:
https://en.wikipedia.org/wiki/Global_Citizen_Festival
https://www.globalcitizen.org/en/content/global-citizen-festival-mandela-100-headliners/

19. TACTICAL SOLUTIONS BASED ON STRATEGY
3 VIDEO CONCEPTS
MIRROR. PROOF. PARTNER.
*Noteworthy to HIGHLIGHT that wherever we can pose our commu-
nications as a question inviting conversation/discussion to draw our
audiences in THE BETTER.
?ANNODELL.COM BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

20. MIRROR the problem from each stakeholder’s perspective...
*WE HEAR YOU & THIS IS WHAT WE HEAR YOU SAYING IS THE START OF BUILDING TRUST
ANNODELL.COM BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

21. Reveal the FACTS around the problem that speak to each stakeholder’s perspective...
*HERE ARE SOME FACTS OF THE MATTER YOU MAY BE INTERESTED IN
ANNODELL.COM BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

22. Reveal the PROOF of our approach
*THIS PROGRAM ISN’T NEW & IT WORKS...SEE FOR YOURSELFS
ANNODELL.COM BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

23. Accelerate growth thru the BIG PICTURE, extending the GME platform to benefit other stakeholders
*OUR APPROACH HELPS CLOSE THE GAP BTW HS VS CAREER
*UNIVERSITIES SHOULD WELCOME THE OPPORTUNITY & EXPOSURE
ANNODELL.COM BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

24. *OUR APPROACH HELPS CLOSE THE GAP BTW HS VS CAREER
*BUSINESSES SHOULD WELCOME THE OPPORTUNITY & SEXPOSURE
ANNODELL.COM
Accelerate growth thru the BIG PICTURE, extending the GME platform to benefit other stakeholders
BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

25. IF WE KNIT THE CIRCLE INCLUDING
UNIVERSITY & BUSINESS STAKEHOLDERS
THE PARENTS WILL COME.
*Given the extensive & exceptional nature of our contacts
perhaps this isn’t so far fetched.
ANNODELL.COM BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

26. This is a great video & pretty much ready as is --maybe should go on the website?
*SUGGEST WE RENAME IT
ANNODELL.COM BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

27. Potential Hashtags
#xformedtogether
#whatif #iwish
#futureofedneedsyounow [#foenyn]
Potential Tagline
We could have more than 1 tagline...here’s an idea for one:
‘Let’s learn together & in each our own way.’
‘Supporting self-directed life long learners.’
Potential Mission Statement
‘Supporting Self Discovery toward optimizing each of Us as a Unique Resource
in Service to the Greater Good.’ [indigenous model]
ANNODELL.COM
INTERNAL CONVERSATION STARTERSS...
BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

28. WAYS ANN COULD SUPPORT...
HARVEST EXISTING MEDIA & IP TO REPURPOSE on our social channels as is. And at
some point it might make sense to feature rotating videos on our website. There is SO MUCH GME
CONTENT out there! It should be utilized to feed the beast 24-7-365....our slow drip, tap on the shoulder
toward building trust. After a pass at what is the most salient regarding all the videos on YT, & the print
content explaining the GME approach, etc...Bobby, college interns or even the PALY kids could start
producing 20sec to 2 min videos for creating social media posts. We keep all this content in folders on
DropBox or where ever, so key people can always access.
DEVELOP COMMS/DIGITAL MKTG STRATEGY together with the leadership team. I would
flesh out the quick comms sketch version shown in this deck, making certain we have all the essen-
tial ingredients/messaging categories. Then it’s a matter of creating the Digital Marketing ‘implemen-
tation team’ within the resources of our group, as diagrammed on the Communications Loop of this
deckplus establishing an Editorial Calendar for scheduling what messaging when. The idea is there’s
plenty of people who will be contributing to this constant content flow. Takes organization & coordina-
tion.
DEVELOP BRAND IDENTITY GUIDE to maintain communications visual integrity. So if the
Comms/Dig Mktg Strategy above represents the ideas/words we use...this step formalizes the look &
feel we use across everything for maintaining consistency as a brand. It’s pin-pointing the typefaces,
colors, usage of the logotype, rocket symbol, usage of support images, etc. Sort of a mini-brand guide-
line that everyone can access online to make sure whatever they post looks consistent. That way we’re
continually being recognized as a cohesive group & building EQUITY.
MORE
ANNODELL.COM BUILDING THE GME COMMUNITY FOR LONG TERM SUCCESS

29. RECOMMENDATIONS TOWARD
SOCIALIZATION & BUILDING COMMUNITY
for
Global Moonshot in Education’s
LONG TERM SUCCESS
January 19, 2019
Ann Odell
Brand Innovation & Growth Strategy Consulting