student input - smcps · * ryan’s toys, selena gomez, michelle obama. micro influencers...
TRANSCRIPT
Summit
Advocacy and Accountability
The Superintendent’s Student Leadership Advisory Council
2019
April 4, 2019
Lead
ersh
ip
Student Input
Comm
unication
Welcome - Please sit by grade level.
Welcome Summit
2019
Lead
ersh
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Student Input
Comm
unication
Advocacy and Accountability
Goal:
To develop messages of advocacy for your peers, staff, and community about issues that are important to you.
Louis Braille Ida B. Wells Blaise Pascal Mary Shelley Malala Yousafzai Phyllis Wheatley
W A Mozart Anne Frank Mark Zuckerberg Barbara Johns Alexander Hamilton Booker T. Washington
Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has.
Margaret Mead
A G
E N D A
● Welcome and introductions
● Purpose Setting
● Review of Advocacy Areas
● Developing a Message
● Work Time - Developing Your Message
● LUNCH
● Review of Work
● School Discussions
Introductions
Dr. J. Scott SmithSuperintendent of Schools
Laik MeadowsStudent Member of the Board
Dr. Jeffrey MaherChief Strategic Officer
Chopticon
Faith BouchAmyah HillRufus MitchellJamie Smith
Great Mills
Taylor BerryDonovan WeekleyJaxon O’Mara
Leonardtown
Kaitlyn NgTaylor WoltLaik Meadows
Steering Committee:
Warm up discussion
Introduce yourself at your table
How have you advocated for yourself and what’s important to you?
Why did you choose the topic area you did for today?
What do you hope to get out of today?
Group Norms
⦿ Keep an open mind. ⦿ Get to know other participants;
we can learn a lot from each other.⦿ Practice respectful listening.⦿ Limit side conversations.⦿ Ask questions.⦿ Use cell phones only when directed.⦿ Stick with the schedule;
come back promptly from breaks.
Superintendent’s
Message
Summit
2019
Lead
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Student Input
Comm
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Advocacy and AccountabilityDr. J. Scott Smith
Superintendent
InfluenceThe capacity to have an effect on the character, development, or behavior of someone or something, or the effect itself.
ex: "the influence of social media"
synonyms: effect, impact
Who
influences
you?
InfluencerA Social Media Influencer is a user on social media who has established credibility in a specific industry.
A social media influencer has access to a large audience and can persuade others by virtue of their authenticity and reach
* Ryan’s Toys, Selena Gomez, Michelle Obama
Micro InfluencersMicro-influencers are defined as an individual who has a follower count between 2,000-50,000 on a specific social media channel, who curates content around a certain niche topic or market.
● Reach: They have the ability to reach a large number of people with their message.
● Credibility: They have established credibility (trust), which gives them authority with their audience based on the audience’s perception of the influencer’s expertise on a particular topic.
● Persuasion: Influencers are effective communicators who can persuade others to embrace their point of view.
Message from
Student Leaders
Summit
2019
Lead
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Student Input
Comm
unication
Advocacy and AccountabilityLaik Meadows
Student Member of the Board
Areas of Advocacy
Middle School
● Choose kindness● Being your best "you" ● Listen to students ● Care for the environment ● I learn best when...
High School
● Mental Health● High School Transition● School Safety● Awareness and Prevention -
Juuling/Drug Use
Review of Areas of Advocacy
Table activities
Keep notes of important ideas to bring up for developing your message/PSA
Developing a
Message
Summit
2019
Lead
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Student Input
Comm
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Advocacy and AccountabilityGuest Speakers
Developing a Message
•Match Products and Taglines: Find your match…
•Talk about a commercial that sticks with you:• Is it for a product or a service?• What makes it memorable?
17
Viewers retain 95% of a message when they watch it in video, compared to 10% when reading it in text.
USE VIDEO TO DRIVETRUST & CREDIBILITY
© 2019 Comcast Spotlight. All rights reserved. Comcast confidential and proprietary information.
18
Source: Invisia: Pop Video – “Looking at the Facts – Why Video Content has the highest retention rate
Developing a Message
•Things to think about• Who is your audience?
• What are the key points you want to make?
• What is your main message?• What do you want people to remember?
19
Discussion
•What messages do you see in ads, promos, etc?
21
Advocacy and Messages
•Our goal…
•We are creating messages to help others
• Public Service Announcements (PSAs) are those messages
• They help you advocate
22
©2019 Comcast Spotlight. All rights reserved.
KEY TAKE-A-WAYS
By creating a video that connects with an audience, you can:
Identify your audience
Think about the needs of your audience
Create an Emotional Connection through Video
24
Q. What % of average households with young people age 12-17 still subscribe to cable t.v.?
a. 55.6% b. 70.4%c. 84.9%
TRIVIA
Source: Comcast Internal Viewership Data from Calendar Q2 2018, Aggregated Viewing Time by Platform, All networks included. State of Maryland by Interconnect. Mosaics defined by Experian.
©2019 Comcast Spotlight. All rights reserved.
TODAY’S ‘TV EVERYWHERE’ REALITY
A video you create could be viewed by your audience as they enjoy their favorite content across linear TV, desktop, VOD and mobile devices.
Multiple devices, multiple screens, multiple opportunities to reach and influence consumers.
U.S. ADULTS SPEND AN AVERAGE OF 5:57 HOURS DAILY
WATCHING VIDEO ACROSS DEVICES*
25
©2019 Comcast Spotlight. All rights reserved.
1 Source: Nielsen Total Audience Report 1Q18
26
Q. ______% of average households with young people age 12-17 spend over 5 hours per week using the internet.
a. 20.3% b. 51.4%c. 73.0%
TRIVIA
Source: Comcast Internal Viewership Data from Calendar Q2 2018, Aggregated Viewing Time by Platform, All networks included. State of Maryland by Interconnect. Mosaics defined by Experian.
©2019 Comcast Spotlight. All rights reserved.
FULL FUNNEL SUCCESS ACROSS VERTICALS
Source: Upper Funnel: Lift from brand health study surveys for 18 Addressable Campaigns. Mid Funnel: 26 Addressable Campaigns with ‘Intent’ measured by lift from brand health studies, and ‘Online Actions’ via 3rd party website visitation rate analysis.Lower Funnel: Sales Lift calculated via client and/or 3rd party sales data, across 30 Addressable Campaigns. Accessed December 2017, Data Range: January 2016 - December 2017.
Awareness
INTENT
ACTION
Television AdvertisingPremium Digital Video
Premium Digital TV
© 2019 Comcast Spotlight. All rights reserved. Comcast confidential and proprietary information.
27
Consumer Funnel
SUCCESS STORYADVERTISING CAMPAIGN
Over 346,500 total TV and Premium Video Impressions were viewed in full.
“We doubled the amount of drugs collected this year… over 1,000 additional pounds.”
- County Executive Office & Citizen Response Manager
TALK ABOUTSUCCESS
OVERVIEWOne county’s Drug Take Back campaign had a goal of continuing to build awareness for the program and increase the amount of drugs collected over previous year.
STRATEGY
:30 commercial was produced and ran on Premium Digital TV and on some of the following networks:
©2019 Comcast Spotlight. All rights reserved.
Public Service Announcements
• Are short (usually 60 seconds or less)
• Present one single issue
• Inform the viewer of key, relevant facts
• Have a clear call to action (usually indicated through text on screen)
• Might or might not include people
• Might or might not use music
• Sometimes use voice-overs
• Sometimes use special effects (like black and white)
• Might use transitions/editing to enhance the video
• Aim to leave a lasting impact
RESEARCH & QUESTIONS BRAINSTORM IDEAS PUT IT IN SCRIPT
FORMAT STORYBOARD
THE CREATIVE PROCESS FOR COMMERCIALS OR VIDEOAN INDUSTRY EXPERT RECOMMENDS
• Research• Target
Audience• Tone/Style• Goal/Call to
Action• Message/
Theme
• Brainstorm• Write down
everything! Every idea matters!
• Come up with a creative title. Ex: For a Window Company: WINDOW SHOPPING.
Visuals-Script
Commercials or Videos are put
in an Audio/Visual Script, or A/V
Script.
You may already have a visual while you are
brainstorming; don’t lose it, but don’t limit
yourself. Go through the process.
Enjoy the steps!
“Never be afraid to voice your creative ideas. There is no wrong idea. There is no right idea. Creativity is subjective. Keep it moving!” – Kiyoka Rhodes, Creative Lead, Washington Area
THE CREATIVE PROCESS FOR COMMERCIALS OR VIDEO NOTES/RESEARCH/BRAINSTORMING
AN INDUSTRY EXPERT RECOMMENDS
THE CREATIVE PROCESS FOR COMMERCIALS OR VIDEO A/V SCRIPT TEMPLATE
AN INDUSTRY EXPERT RECOMMENDS
THE CREATIVE PROCESS FOR COMMERCIALS OR VIDEO A/V SCRIPT TEMPLATE – ROUGH DRAFT
AN INDUSTRY EXPERT RECOMMENDS
THE CREATIVE PROCESS FOR COMMERCIALS OR VIDEO A/V SCRIPT EXAMPLE – FINAL APPROVED DRAFT
AN INDUSTRY EXPERT RECOMMENDS
THE CREATIVE PROCESS FOR COMMERCIALS OR VIDEO STORYBOARDING TEMPLATE
AN INDUSTRY EXPERT RECOMMENDS
THE CREATIVE PROCESS FOR COMMERCIALS OR VIDEO STORYBOARDING- ROUGH DRAFT
AN INDUSTRY EXPERT RECOMMENDS
THE CREATIVE PROCESS FOR COMMERCIALS OR VIDEO STORYBOARDING EXAMPLE – FINAL APPROVED DRAFT
AN INDUSTRY EXPERT RECOMMENDS
THE CREATIVE PROCESS FOR COMMERCIALS OR VIDEO CREATIVE EXAMPLE
AN INDUSTRY EXPERT RECOMMENDS
SMCPS Example
42©2019 Comcast Spotlight. All rights reserved. Comcast confidential and proprietary information
THIS IS HOW IMPORTANT YOUR VOICE IS…
YOUR VIDEO HERE!
TOPICS FOR PSA’s: Middle School
● Choose kindness● Being your best "you" ● Listen to students ● Care for the environment ● I learn best when...
High School
● Mental Health● High School Transition● School Safety● Awareness and Prevention -
Juuling● Awareness and Prevention -
Opioid and Drug Use
GAME QUIZ: What the commercial was about?What is the brand?What tone did it use?
SEVERAL FUNNY CAR COMMERCIALS
https://www.youtube.com/watch?v=-jFAvIuAev0
LET’S GO TO WORK!
Awareness
INTENT
ACTION
Consumer Funnel
Developing Your Message
1 Brainstorm ideas –Open discussion – all ideas welcomeDecide on key messages to conveyBrainstorm images, visuals, audio
2 Complete Storyboard 1Visuals/ScriptHave someone facilitate a read through What “Reads” well? What is confusing? Does it get the message across?Send an ambassador to another table to share and get feedbackBring back feedback
3 Complete Storyboard 2
1
2
3
10 min
30 min
10 min
Cautions and Considerations
•Copyright
•Plagiarism
•Copycat Mentality
•Time
Roles
•Artists
•Writers
•Producers
•Directors
•Executive Producers
48©2019 Comcast Spotlight. All rights reserved. Comcast confidential and proprietary information
Thank YouQuestions?
Developing Your Message
1 Brainstorm ideas –Open discussion – all ideas welcomeDecide on key messages to conveyBrainstorm images, visuals, audio
2 Complete Storyboard 1Visuals/ScriptHave someone facilitate a read through What “Reads” well? What is confusing? Does it get the message across?Send an ambassador to another table to share and get feedbackBring back feedback
3 Complete Storyboard 2
1
2
3
10 min
30 min
10 min
Sharing Your Message
Listen to others’ ideas
What sticks with you?
Return to school tables… discuss