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Semelhante a Colleges ontario July 6 presentation
Semelhante a Colleges ontario July 6 presentation (20)
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Colleges ontario July 6 presentation
- 1. 50TH ANNIVERSARY ORIENTATION SESSION July 6, 2015
- 2. WELCOME.
- 3. 50th Anniversary – Communication Objectives 1. Generate excitement and enthusiasm about how college education has evolved over the past 50 years. 2. Clearly communicate the value of the colleges’ contributions to Ontario. 3. Promote how much we have achieved, but more importantly, to look ahead to where colleges be in the next 50 years.
- 4. 50th Anniversary – Audience The primary audience consists of: • Government • College alumni • Faculty and staff from each of the 24 colleges • Potential college students • Current college students • College communities
- 5. 50th Anniversary – Considerations • Creating a unified province-wide celebration of the college system, supported with customized local participation from each of the colleges • Being mindful of the natural fit with College Ontario’s annual Higher Education Summit and the Premier’s Awards (November), as well as Canada’s Sesquicentennial celebrations • Establishing a legacy around the anniversary
- 6. Why Are We Here Today? 1. Share the plans and ideas currently underway 2. Solicit new ideas, gather input or build on existing plans 3. Open the lines of communication to ensure regular and valuable dialogue / information sharing moving forward
- 7. Today’s Objectives Opening Remarks – Don Lovisa 5 mins Provincial Plans – Overview 50 mins Break 15 mins Feedback and Questions 30 mins Update on College Plans + Integrating Activities 50 mins Ongoing Communications + Next Steps 15 mins
- 11. OUR APPROACH
- 12. Bringing The Start of Something Amazing to Life
- 13. Social Media 101: Strategy Our Belief: People are social by nature Social networks are strongly integrated in our daily activities prevalent Social channels are powerful tools to reach our audiences Our Strategy: Leverage the channels being used to: Build awareness Provide exclusive “at-home” access to content and activities
- 14. Social Media 101: Execution Social Content: Content across social networks will be created through the campaign, targeted to our audiences, and shared at the college level Live Streaming: The modern social era allows many great activations and events to stream and reach larger audiences than those who attend live Adaptability: Things change quickly, and we’ll need to be ready to adapt our executions as social channels emerge and disappear through 2017
- 15. Social Media 101: Which Channels Today?
- 16. Proposed Timeline of Events
- 17. 2015
- 19. 2016
- 20. Launch of Dedicated Website www.amaz ingstartshere.ca
- 22. The Gold Scholarship Award
- 23. 50th Anniversary Display at the Fall 2016 College Information Sessions
- 25. 2017
- 29. Class of 2017 Commemorative Letter
- 30. Ontario’s College Road Trip
- 31. “Let’s Start Something Amazing” For Our Community
- 32. Higher Education Summit & Premier’s Awards
- 34. 50th Anniversary Social Ecosystem New Website Influencers SEM Ads Influencers
- 36. SEE YOU IN 15 MINUTES.
- 42. Ongoing Communications and Next Steps2015 • Presidents’ Meeting (Fall): Updates communicated and cascaded to college leads • Higher Education Summit: Preliminary announcement / teaser 2015 / early 2016: • Ongoing modifications to celebration (Colleges Ontario) • Assemble committee to lead local events (Local / college level) 2016: • Full program details and engagement package to be distributed early – mid year Ongoing: Critical updates to be communicated as required via email or follow-up meetings (if required)
- 43. Ongoing Communications and Next Steps Key Contacts: • Immediate – short-term planning and questions: • Colleges Ontario, Rob Savage • 2016 and beyond: • Colleges Ontario + LOFT Communications (details to be provided in 2016 Engagement Package)
Notas do Editor
- Introductions, review objectives and agenda – 15 mins (Rob)
- Rob
- Rob
- Rob
- Rob
- Rob Introduction, Objectives + Agenda 15 mins Rob Opening Remarks 5 mins Don Lovisa Provincial Plans – Overview 50 mins LOFT + kbs Break 15 mins - Feedback and Questions 30 mins LOFT + kbs Update on College Plans + Integrating Activities 50 mins Rob Ongoing Communications + Next Steps 15 mins Rob TOTAL 3 h
- Don Lovisa – Opening Remarks Thank you, Rob. I want to welcome all of you to this meeting today to discuss the college sector’s 50th anniversary in 2017. We’re grateful that you are able to join us today to learn about the work we have been doing at the provincial level, and to discuss how we can integrate our plans with the activities at each college. The 50th anniversary is a huge milestone for Ontario’s colleges. It’s an opportunity to promote broad awareness of just how far college education in Ontario has come in 50 years – and how we will be at the leading edge of innovation in the next 50 years and beyond. Within our colleges, many of us have already started work on plans to celebrate the anniversary locally. Meanwhile, work has also been done at the provincial level to plan events and activities that we can participate in collectively. Today, we want to look at some of the planned activities at the provincial level – and determine how we bring all of our plans together. Let me briefly review some of the background to the provincial activities. Following consultations with the advancement representatives, marketing and communications officials, and others, a Colleges Ontario task force was established to develop the provincial strategy. I am very pleased to serve as the chair of that task force on behalf of the Committee of Presidents. The other current members of the task force are: Linda Franklin, the President and CEO of Colleges Ontario. Rosanna Cavallaro, the Associate Vice-President of Marketing and Communications at Centennial College. Jessica Charette, who handles Communications and Public Relations in the Office of the President at Canadore College. Catherine Finlayson, the Executive Director of Advancement and Alumni at Fanshawe College. Krista Pearson, the Registrar at Sault College. Gail Smyth, the Executive Director of Skills Ontario. And Rob Savage, Yvonne Leoveras and consultant Michael Skea from Colleges Ontario. After some initial meetings to develop communications principles and overall objectives, our task force recommended to COP that we should bring in some firms with marketing and events expertise to help develop a robust range of activities. We issued an RFP earlier this year and – after carefully reviewing a number of submissions – selected five firms to be interviewed in April. Today, I am pleased to introduce the two firms we selected – LOFT Communications + Events, which is overseeing the project, and KBS, which will be handling the social media elements. In just a few moments, they will be describing the provincial plans in more detail. We are excited about these proposals and look forward to hearing your feedback and ideas. We also want to hear about the initiatives that you are planning at your colleges – and look at how we can align those activities with the provincial celebrations. So, now, let me turn the floor to the representatives from the agencies, who will present an overview of the provincial campaign. *** LOFT and kbs – Introductions (Trish and Marie)
- LOFT (Todd) In 1967, the Ontario Government introduced the college system. The goal was to provide an emerging workforce with the skills and knowledge to power Ontario’s growing economy. New employment opportunities enriched individuals, families and communities. Ontario became the economic engine of Canada. It was The Start of Something Amazing. For the past five decades the college system has undergone dramatic expansion and evolution as it continues to meet the needs of students, business, industry and Ontario. Today, with programs that range from Agriculture to Arts & Culture; Hospitality to Healthcare; Telecommunications to Transportation & Logistics and everything in between, college is the place where thousands of students go to start the next phase of their education, a second career or the next chapter in their lives. Whatever the passion, whatever the purpose, Ontario’s colleges continue to be The Start of Something Amazing for people across this province. As we look ahead to the future we see even more change on the horizon. We also see the chance for Ontario’s colleges to be at the forefront of what’s next for industry, business, culture and society. Ontario’s colleges is where the government, faculty, administration and, most importantly, students can work together to power Ontario’s growth and expansion throughout the 21st century. Indeed, the future will unfold at college campuses across the province and it will be “The Start of Something Amazing”. From the very beginning in 1967, to five decades of growth and evolution of college education in Ontario, the exciting opportunities to come, every way you look at it, Ontario’s colleges has always been and will always been The Start of Something Amazing. This theme is not limited to the use of the word ‘amazing’ either. We can make it more versatile by replacing ‘amazing’ with other words to suit different contexts and uses. Different examples include: “The Start of Something New” (when referring to a new college or program) “The Start of Something Digital” (when referring to digital media or technology) “The Start of Something Dramatic” (when referring to musical theatre), “The Start of Something Green (when referring to an environmental program or initiative). This approach provides unlimited options in describing all the amazing things that have started because of Ontario’s colleges. The tagline, “Ontario Colleges At 50”, is a call-out to the anniversary we are celebrating. It is a look to the past fifty years and a look ahead to the next fifty. The French adaptation is equally effective at conveying the excitement and optimism of the theme. We are confident that the English and French message will resonate equally well in both official languages.
- We are pleased to present our recommendation for the logo treatment for the theme in both French and English. This logo is dynamic and bold; clean and corporate. The “50” instantly emphasizes the foundation of 5 decades of history. In contrast, the mosaic offers a modern form that is celebratory and representational of each one of the 24 colleges in Ontario by drawing on their unique colour palettes.
- Our efforts have been designed to help increase awareness and interest in, and celebrate, what Ontario colleges have to offer – with a nod to the past, but more importantly, how they will innovate into the future. Our tactics include a strategic blend of experiential local events, a province-wide celebration and multiple tactics supported by a robust social and digital strategy. Specifically, there are four cornerstone tactics that define the scope of our campaign. 1) Campaign theme, branding and marketing collateral 2) Legacy awards and bursaries 3) Year-long social media and digital engagement 4) Live event series at both a local and provincial level These cornerstone tactics will be supported by an array of digital, video and print tactics that result in a fully integrated 50th Anniversary experience designed to engage all of our key audiences at the key touchpoints of their respective college experience. The goal is to create a celebration that is as informative as it is inspiring. Those who engage in this campaign will see the important role college has played in shaping Ontario and empowering its citizens. Additionally, they will come away knowing that college has never been more important in helping prepare Ontario for the jobs and world of tomorrow.
- Our goal is to demonstrate how this theme can be brought to life to all of your target audiences, in a variety of ways, across the span of the 50th anniversary year. First of all, we know that this theme will mean different things to different audiences. For prospective students, the theme is hopeful and optimistic. We want them to think and feel that college really will be the start of something amazing, not only in terms of the education they will receive, but the life experience they are about to have. You will see that our solution is geared towards capturing the attention of prospective students in the fall of 2016 and 2017 when students are making their choice about where to go for school. For current students, our goal is to generate a sense of pride and appreciation for their college experience. We want them to think and feel, “College is amazing. I’m so glad I made this choice!”. For alumni, our goal is to get them to share with us their fond memories of their college days. In so doing, we want to engage them in how college was the start of something amazing for their careers and their lives. For school administrators, faculty and government, our goal is show appreciation for the amazing work they do at or on behalf of Ontario’s colleges every day. Finally, to the general public, our solution is an awareness campaign that highlights the important role that Ontario’s colleges have played over the past fifty years in building a more educated, more empowered, more amazing province. Our solution begins in the fall of 2016 with the introduction of a 50th anniversary scholarship, where all prospective students are eligible to apply as part of their application process. We will leverage the fall college information sessions, the collegesontario.org and ontariocolleges.ca websites, as well as other social media tactics to promote this scholarship. The full campaign gets underway in January 2017 with a series of tactics, live events and experiences that are fully supported across a range of digital and social platforms. [Intro Rick]
- RICK Our Belief: Our targets are social by nature, and social networks are more integrated in our day-to-day activities; thus, social channels are really just additional ways to reach our audiences with our message Strategy: Utilize the social channels used by our audience to build awareness, and provide them exclusive “at-home” access to the great 50th anniversary activities taking place through late 2017
- RICK Social Content: Content across social networks will be created through the campaign, targeted to our audiences, and shared at the college level Live Streaming: The modern social era provides an easy way to socially live stream the many great activations and events to reach an audience far larger than those who can attend in person Adaptability: Things change quickly, and we’ll need to be ready to adapt our executions as social channels emerge and disappear through 2017
- RICK Facebook remains the most used social network, but currently operates as a paid channel, failing to show your content to all your fans Instagram is the 2nd most used network, with almost half its users using it daily; while Pinterest is close, its user base is almost entirely female Twitter use has peaked and is showing signs of slowing YouTube remains the top choice for stored video content Periscope is emerging as the top choice for live-streaming networks
- LOFT (Todd) What we will spend the next 50 minutes reviewing is a robust year long strategy that engages the audience early and often to keep the 50th Anniversary front and centre during 2017. [pass out printed timeline with area for notes to allow audience to capture thoughts throughout the presentation]
- LOFT (Todd)
- LOFT (Todd) Promotion at the 2015 Higher Education Summit
- LOFT (Todd) + kbs (Rick)
- LOFT (Todd) + kbs (Rick) Coinciding with the scholarship announcement and first road trip, we will launch a fully branded website that promotes the upcoming 50th Anniversary calendar of events, the history of our colleges, current student and alumni testimonials and video, FAQs, etc, as well as: Gold Scholarship award information and application process Links to and information about each of the 24 Ontario Colleges and course information Links to and information about associated organizations and college information sites, including collegesontario.org and ontariocolleges.ca Links to key co-promoted events such as http://canada150.gc.ca, http://highereducationsummit.ca and www.collegesontario.org/awards/premiers-awards.html This is just the beginning – over the course of the year, the site will connect to and leverage the various social media channels, as well as act as the foundation for all digitally grounded or supported campaign initiatives. It will become ground zero for all information and engagement pertaining to the anniversary and campaign.
- Our concept for this video is to showcase prominent graduates of Ontario’s college from the past 50 years, as well as up and coming or current students to hear about why they chose college, and what excites them about the future. The best part of this approach is that we could, in fact, make multiple videos to be deployed across various platforms throughout the year. A master video showcasing a variety of clips would anchor the series and be shown on the 50th anniversary website and at events. Shorter testimonial videos featuring a broader range of graduates could be released online and at events later in the year. The goal of this approach is to show that anything is possible when you get your start at an Ontario college.
- What better way to engage and entice prospective students in the 50th anniversary of Ontario’s colleges than a chance to win a scholarship that was commissioned to mark the occasion? Called “The Gold Scholarship” (Gold being the traditional gift given for a 50th anniversary!), all prospective college students are eligible to apply as part of the college application process. Though the selection details have yet to be determined, the scholarship would be awarded based on both academic and non-academic merit. Perhaps an essay or a video submission that demonstrates how the applicant hopes to start something amazing in their life through their college education. While scholarship winners would be announced prior to the start of the academic year (Fall 2017) they would be formerly recognized and honoured as part of the Higher Education Summit. In terms of the financial amount of “The Gold Scholarship”, one option to consider is 5 awards at $10,000 each. Scholarship amounts can be further refined.
- The Gold Scholarship (and the lead-up to the 50th anniversary) will be promoted throughout the fall of 2016 through a variety of integrated tactics. The first of which is a comprehensive information package and portable display that can be set up during each of the college information sessions over the six-week period from mid-September to November. At this booth, materials would be provided to promote both the 50th anniversary celebration and the Gold Scholarship. Depending on how elaborate our set-up is, attendees could also view the 50th anniversary retrospective video or receive 50th anniversary swag (i.e. USB stick, Live Strong style bracelets) as well. Ultimately, the purpose of this package and display is to direct prospective students to the 50th anniversary website, i.e., www.amazingstartshere.ca, where they can make an application for the Gold Scholarship and learn more about the anniversary and campaign elements. While the final logistics are to be determined, we feel that the set-up and transport of the pop-up display area could be handled by those who are already travelling with the college information sessions or by a representative from Colleges Ontario. This is a perfect opportunity to engage the prospective student audience in the 50th anniversary celebrations.
- LOFT (Todd) Promotion at the 2016 Higher Education Summit
- LOFT (Todd) + kbs (Rick)
- Designed to engage all levels of audience with local pride, education, awareness, and a little bit of healthy competition, the development of a digital yearbook would entail a year-long campaign that would celebrate all of the amazing things Ontario’s colleges have offered and still have to offer. Assets would be uploaded to and showcased at a central location that could then link out to individual college sites as a local pride building activity. Select photos would be curated to produce an all-college 50th Anniversary Digital Yearbook that would be released in the Fall of 2017 during the week of the Higher Education Summit. Over the course of the year, special yearbook ‘challenges’ would be created (one per week for ‘fifty’ weeks) that could highlight things such as ‘top 50 lists’ or viral campaigns (similar to the ALS Ice Bucket Challenge) to create more overall awareness of and excitement about Ontario’s colleges and the 50th anniversary. Participation can be motivated by a contest with a prize(s) that would appeal to all targeted audiences.
- In the midst of a celebration of College’s first 50 years we work with each college to produce a unique event that looks forward Billed as “TED Talks meets Doors Open” we unite a graduate of each Ontario College with a professor for a talk about where their world is going over the next 50 years – all done hands-on in a classroom or nearby venue. For example, bringing George Brown graduate Mark McEwan together with John Higgins, Director of the Chef School, into the Chef School or Mark’s restaurant to discuss urban farming as a plausible way to grow your own local food, even at a restaurant level. These events don’t exclusively target students, but are rather open to members of any of our target audiences who will find the subject matter compelling. To ensure nobody misses out, each event will be both live streamed and uploaded to the Colleges Ontario YouTube channel. Can be run separately, or in conjunction with the Road Trip.
- This email will be sent to all students at Ontario’s colleges early in January 2017. Its purpose is to kick-off the 50th anniversary celebrations by highlighting the events of the year and providing information on how students can get involved. The email will include links to the www.amazingstartshere.ca website where they can explore what’s happening in 2017 to celebrate the 50th anniversary. We also recommend that individual college alumni associations send the same email to its membership so that past students are made aware of what’s happening and have the opportunity to participate.
- A supplemental commemorative graduation certificate and/or letter from the Premier / Minister of Colleges and Universities could be presented to 2017 graduates, marking their graduation on the 50th anniversary of Ontario’s Colleges. This program element would be an optional enhancement to the overall program.
- While we will provide individual colleges with an event structure and toolkit for their individual celebrations, we kept coming back to the idea that a road show is the best opportunity to ramp up the wow factor and generate the most awareness of and continuity around the 50th anniversary celebration. We felt that this is the place for a big idea that will reach all audiences. This Fall 2017 trip has two purposes: 1. Provide each college with a live, on-campus 50th anniversary celebration that could include all targeted audiences 2. Support Fall 2018 recruitment efforts as part of the college information session Over the course of six-week journey around Ontario, each college will host a local half-day event to generate awareness, pride and enthusiasm for the community and province. A branded and retrofitted charter bus would visit each school and become the focal point of a celebration for current and prospective students, faculty, VIP alumni and community, as well as local government delegates. The road trip would kick-off at Queen’s Park with speeches from prominent politicians and other VIPs, with a goal to garner media interest. Perhaps we can also secure a Live Eye interview appearance on a show like Breakfast Television (after all Jennifer Valentyne is a Centennial grad!). After departing Queen’s Park, the tour would head out to its first school (route TBD). The half-day events would be structured in such a way that select existing or prospective students would assemble into a local planning committee and work in partnership with Colleges Ontario and LOFT to create a unique event experience within some pre-determined parameters. On the bus, attendees could explore information about the history or future of our colleges, obtain promotional or educational material about the highlighted local college, and/or participate in a ‘Speaker’s Corner’ set-up to tell their personal stories about Ontario Colleges. Outside of the bus, refreshments, entertainment and swag could also be made available. Opportunities to hear from local MP or government representatives, school administration, and notable alumni spokespersons would also be made available. The local events would include PR coverage and media to create additional awareness around the 50th anniversary and the involvement from each college. Additionally, the tradeshow booth that was created for the Fall 2016 road show could be repurposed at local high schools or colleges as required to support this initiative. There are two additional highlights to the road show experience to consider. Students and faculty at each school would have the opportunity to contribute to a piece of artwork or a time capsule (or both!) that will be created at each college. The concept of the artwork is to create a mural that is a replica of the 24 square grid that is depicted in the theme logo recommendation. Students and faculty at each school would sign a 3x3 foot square in the colour assigned to their school. At the end of the road trip these squares would be assembled into the final piece for display at the Higher Education Summit in November. Alternatively (or concurrently), students at each college could contribute to a time capsule. Each school could select something from the capsule that represents their history and their future. The time capsule is completed at the Higher Education Summit as the Premier or Minister places a final item into the kit (a letter, a video message). The date when the time capsule is to be re-opened can be in 10 years, 25 years or even 50 years.
- We recommend the creation of a campaign for current students that gives them the chance to start something amazing for their local community. Each college, as led by their student council executive (or similar leadership body), will identify a charitable cause that is near and dear to their local community. It could be to buy furniture for a women’s shelter, to provide sports equipment to a local team, to help raise capital for a Habitat for Humanity build. Again, the possibilities are endless. Once a charitable project has been selected, each school will work together to raise the funds to make that cause a reality. This could be through a series of fundraising efforts the school organizes throughout the year or a one-stop crowd-funding initiative that the school promotes through social media. The idea is for the college to start something amazing for a worthwhile cause and to generate lots of attention in the process. This program element would be an optional enhancement to the overall program.
- Many of the tactics and experiences that we have suggested as part of our solution have some kind of ‘pay-off’ that can be leveraged at the 2017 Higher Education Summit and surrounding festivities. First of all, the opening evening at the Summit is the chance to celebrate the arrival home of the 50th anniversary bus that has been touring the colleges through the fall period. Its arrival symbolizes the culmination of the many great things that have been happening across the province. The premise of the arrival is that it has brought back stories and items to share with the audience at the Summit, media and local community about the past, present and future of Ontario’s colleges. A few of these items are listed below: There are the Gold Scholarship nominees and winners who can be recognized and honoured during the Summit’s Opening activities or at the Premier’s Awards Gala. There are elements from the digital yearbook that can be made into fun and dynamic background loops that play as people are mixing and mingling, or over the course of the week. There is the 50th anniversary retrospective video that can be played to open the evening – as well as the video created from submissions to the Gold Scholarship Award, showcasing what college means to aspiring students across the province. There are excerpts from the World’s Largest Essay that can be shared over the course of the week. The results of the “Let’s Start Something Amazing for Our Community” initiative can be shared and celebrated. And of course, there is also the art piece and time capsule that can be revealed as part of the celebration at the Homecoming Event on the first night of the Summit. As part of the opening Homecoming Event, we also recommend incorporating entertainment from within the college system – for example, a performance by an up and coming band whose members attend or have attended college in Ontario (perhaps the next Arkells!). The idea is to, again, reinforce how powerful the Ontario college experience can be for our students, community and the province.
- kbs (Rick)
- kbs (Rick) Social’s purpose will typically be driving to website We will use @CollegesOntario accounts vs. creating new 50th anniversary accounts to grow the brand for future use beyond this activation This ecosystem will require new Instagram and Periscope accounts We should attempt to claim /collegesontario on YouTube and merge with the current /collegesontario1 account Source Tier 3 college-level influencers to share messaging on Instagram and Twitter at a cheap/unpaid level Smartphone icon designed by George Agpoon from the Noun Project Laptop icon designed by B. Agustín Amenábar Larraín from the Noun Project
- kbs (Rick) Every post will fall within agreed upon Pillars and have a Purpose to which they will be graded upon One central calendar will indicate content that will be made available to individual colleges (“College Level”)
- Kick to BREAK
- Visuals during BREAK
- LOFT (Leigh) Feedback and questions
- On screen for visual reference during Q&A / discussion
- ROB UPDATE ON COLLEGE PLANS Facilitated conversation – integration into provincial plans Leigh and Trish to scribe
- On screen for visual reference during college level updates
- THANK YOU