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OutreachAMS

OutreachAMS. Office of the Vice-President, External Affairs. “The single biggest problem in communication is the illusion that it has taken place .” -George Bernard Shaw. Introduction.

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OutreachAMS

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  1. OutreachAMS Office of the Vice-President, External Affairs

  2. “The single biggest problem in communication is the illusion that it has taken place.” -George Bernard Shaw

  3. Introduction • Difficulty with External portfolio is student outreach and bridging the gap between issues and the students they effect • Outreach to students on external issues, sporadic, lacking consistency • Few means for students to interact with issues • Very little available information on the “external priorities” of students

  4. Concept • Not just a tool, but a holistic engagement strategy • Provide future VPX’s flexibility, and cut down on expenses related to website development/design/outreach tools • Integrate deeper with campus communities, provide a central communication point for students on post-secondary issues • Engage with the broader UBC community, including faculty, staff, alumni, and residents on campus priorities in a more direct manner

  5. ADVOCOM • Established to replace External Commission in March 2013 • Works with the VP External on potential advocacy campaigns and initiatives • Comprised of six members at large, and staff members of the VPX

  6. OutreachAMS • Concept came in mid-2012 out of the Comms. Review, aimed to target interests and needs of students • CRM/Web based on NationBuilder non-profit platform • Bid process tendered to cStreet Campaigns out of Toronto, Ontario • Constructed over a 6 month period

  7. System Requirements • Cost effective (brass tax within our price range) • Flexibility to run various campaigns simultaneously • Deep social media and user integration • Able to categorize student interests (“tagging”) • Able to communicate through other mediums (text message blasts, email blasts, social media campaigns) • Significant analytics capability • Central management, ease of use

  8. CAN DO • Deep social media integration • Basic surveys • Text message petition signing, text blast campaigns • Email blasting • “Points” based • Faculty/Group integration • Expand through open API • Track usage, interest of particular issues

  9. CAN’T DO • Robocall: feature disabled • Detailed surveys – tool/results limited, fixing • Replace a good ground game • Automate functions • Outside access to contact database

  10. Direct Engagement • Elections are won and lost by the quality of a ground game • Direct, conversational engagement provides greater buy-in from advocates • Consultation events, livestreams, info events • Office hours off-site • Campus canvassing (using OutreachAMS)

  11. As A Strategy • Structure for developing action • Cyclic, four stages of development • Can be modified year to year by future executives, but provides a basis to build off of

  12. “Finally, strategy must have continuity. It can't be constantly reinvented.” -Michael Porter

  13. Step 1. ADVOCOM • Takes policies passed by Council and determines what direction to take from an advocacy standpoint • Campaign concept developed with commission, including metrics, goals, and messaging • Campaign presented, approved by ADVOCOM • Staff begin implementing campaign (OutreachAMS and direct engagement)

  14. Step 2. OutreachAMS • Content from ADVOCOM worked into the online system, uploaded, and linked • Petitions, information and “tags” developed, as well as pre-programmed social media events • Using contact database, students contacted about campaign, system registers activity, produced quantifiable responses to issue

  15. Step 3. Direct Engagement • Campaign being pushed by OutreachAMS, direct engagement events scheduled by staff • Executive/engagement team canvass • Consultations, information events held • Executive office hours outside of the AMS offices • Presentations and open houses for all student groups and clubs

  16. Step 4. ADVOCOM • ADVOCOM reviews effectiveness of campaign, results, and evaluates completion of metrics • Report provided to VPX on results • Provides suggestions to help improve campaigns (ie: new messaging, event concepts, etc.) • Process repeated

  17. “However beautiful the strategy, you should occasionally look at the results.” -Winston Churchill

  18. Next Steps • Advocacy guidelines – in development • 2nd campaign launch, The Walking Debt • 3rd campaign launch, pending • Staffing ADVOCOM – in progress • Phase 2, 3 rollout – API apps, survey tools • Campus engagement audit – January/February

  19. Questions?

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