Foundation Summer 2012 Campaign Roadmap

Roadmap for Mozilla Summer 2012 Webmaking Campaign

This page will lay out the plan through launch for the summer 2012 webmaking campaign.

Blog Post Archive

Here are the different blog posts that have been written about planning the campaign so far:

• Ben S: http://engagingopenly.wordpress.com/2012/02/29/kitchen-table-summer-campaign/
• Michelle L: http://rwxweb.wordpress.com/2012/03/05/webmaking-day-of-action/

Campaign Overview

This summer, we want to launch a learning/making campaign, targeted at kids/teens/youth to bring them into our programs in a low-bar way. We're callaing it the “kitchen table” campaign for short — the idea being of 3 kids and a parent around the kitchen table — but branding suggestions are more than welcome. The overall pitch will be about "teaching to code" as a way of making cool stuff.

The campaign is described pretty fully in the posts linked above -- this page is meant to document what we need to do before we can launch. Here are some of the biggest outstanding questions:

• Branding for our webmakers initiative in general, and the day in particular
• Event curriculum
• Event platform (being sketched out already as a separate process, but acts as a blocker for this campaign)
• How we'll want to report back & facilitate telling the story of the day
  • Gallery for people to post what they've made
  • Badges earned through participating?
• Followup actions
• Partners
• Event testing

Roadmap

While the schedule is still up in the air, we'll need a public campaign launch at least 5-6 weeks before the actual day. This roadmap is to allow a mid-June day of webmaking.

March

• Event platform process underway
• Curriculum design for informal events completed for testing
• How-to's for informal events completed for testing
• Legal & privacy reviews of event plans begun
• Test kitchen tables & hack jams scheduled for April
• Videographer(s)/photographer(s) secured to document the test events
• Begin partner outreach

April

• Event platform completed, submitted for QA/testing by the end of the month
• Test events happen, feedback incorporated into how-to's, curriculum, and agenda
• Promo video for the campaign is begun using footage/photos from test events
• Legal/privacy concerns addressed about gathering materials from events
• Webmaker and campaign branding finalized
• Main partners secured

May

• Events platform launched
• Campaign event creation pages launched
• Campaign video launched
• Final how-to's, curriculum & agenda design tools launched
• Press & media outreach to promote the campaign
• Report back gallery infrastructure launched

June

• Day of Webmaking takes place
• Other events during the month are fit under broader campaign umbrella
• Day-of content page (for social media filtering so people can have a real-time conversation during the events) launches
• Public gallery launches
• Badges for the day/summer activities launched
• End-of-summer events announced/scheduled for Hives & Moz Spaces; how-to for other cities also available
• Report back to all reachable attendees with event content + request for feedback