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Soon-to-be-named Laboratory

Soon-to-be-named Laboratory. College of Journalism and Communications University of Florida. The Center for Media Innovation + Research. OPENED FALL 2010 21 st Century News Lab WHAT WE’RE TALKING ABOUT TODAY ‘ A digital lab for strategic communications ’ UNDER DEVELOPMENT NOW

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Soon-to-be-named Laboratory

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  1. Soon-to-be-named Laboratory College of Journalism and Communications University of Florida

  2. The Center for Media Innovation + Research OPENED FALL 201021st Century News Lab WHAT WE’RE TALKING ABOUT TODAY ‘A digital lab for strategic communications’ UNDER DEVELOPMENT NOW ‘A think-tank consortium for digital media’

  3. The Idea An environment that allows students, faculty, and partners to study, develop, and practice the skills and qualities that will allow them to thrive and drive change in this ever-changing communication environment.

  4. Timeline Committee created Fall 2010

  5. Timeline Fall 2010: Brainstorming with committee, identification of and interviews with similar interdisciplinary research and teaching spaces who effectively cross the bridge between academia and industry

  6. Timeline January 2011: Partnership with Jason Meneely, Professor of the Department of Interior Design – College of Design, Construction, and Planning

  7. Timeline February and March 2011: Survey and Brainstorming with College of Journalism Faculty and Public Relations Advisory Council

  8. Timeline April 2011: Proposal submitted to faculty and Dean Wright

  9. Timeline August 2011: Wall breaking ceremony, construction begins, team begins naming process with DeSantisBreindel

  10. Today Faculty, staff and students preview the space and offer feedback and guidance on proposed name.

  11. February Grand opening, lab open for research, events, and classes

  12. Narratives and informed storytelling Courageous innovators and collaborators Engaging and strategic communications Mission To understand the tapestry of global audiences To reach with personalized interactive communications Transparency and accountability to which our fields have aspired

  13. Collaborative environment Stimulate creativity with physical structure that creates opportunity for multiple kinds of uses. Scholars, teachers, and students write the future of engaging communication. Vision An environment that inspires students and faculty to explore the opportunities created by technologies and connectivity Create and examine new forms of content, delivery, and engagement to ultimately influence behavioral change.

  14. Eight new research stations Shielded research, additional opportunity to conduct rigorous studies Research Addition of four new research and focus group rooms Usability studies, local 2.0, Think Tanks

  15. Connect and leverage the assets of the innovative new spaces in Weimer • Foster collaboration between departments • Adopt a ‘teaching hospital’ methodology of giving students real-world experience ‘Synovation Cycle’ • A portmanteau of ‘synergy’ and ‘innovation’

  16. This space 21st Century News Lab The New Newsroom CONCEPTUALIZATION INCUBATION EXECUTION ‘Synovation Cycle’ • Taking a product, content or campaign through its lifespan emulating a real-world experience ‘in a box’

  17. Naming Agree to a vision and mission

  18. Naming Scan the field for ideas, inspiration, redundancy and watchouts

  19. Naming Engage expert assistance

  20. Naming Review names

  21. Naming Solicit input from students and colleagues

  22. Our Partner DeSantisBreindel

  23. Inspiration Studio 20 at NYU’s Carter Journalism Center http://journalism.nyu.edu/graduate/courses-of-study/studio-20/

  24. Inspiration MIT Senseable Cities Lab http://senseable.mit.edu/

  25. Inspiration MIT NERD Lab http://microsoftcambridge.com/Default.aspx

  26. Inspiration University of Arizona, Hugh Downs School of Human Communication, Consortium for Strategic Communication: http://comops.org/

  27. Inspiration University of Oklahoma, Advertising/Public Relations Agency: http://www.ou.edu/content/gaylord/home/main/newsroom/agency.html

  28. Inspiration University of Southern California, Annenberg School of Communication, Strategic Communication and Public Relations Center: http://annenberg.usc.edu/CentersandPrograms/ResearchCenters/SPRC.aspx

  29. Alumni Faculty Students Audiences Donors Practitioners and partners in advertising, public relations and the media Funders

  30. Functional Criteria • Distinctive and appealing: • Project appropriate message and tone to target audiences

  31. Functional Criteria • Non-limiting: • Should suggest both a physical space and a • new approach to media innovation

  32. Functional Criteria • Focused on collaboration: • Reflect the laboratory’s intended purpose of bringing people--and disciplines--together in a flexible environment from which new ideas can emerge

  33. Functional Criteria • Legally Available: • Ideally, the name should be able to be owned and protected as a trade name and service mark; availability of domain name may be important as well

  34. Image Criteria • Innovative: The laboratory is about new ideas and even new paradigms

  35. Image Criteria • Positive: This is an exciting time in advertising and public relations, as technology is changing how people and organizations interact

  36. Image Criteria • Engaging: The laboratory will engage individuals and groups; it will also encourage cross-discipline engagement among different specialties, departments and sectors

  37. Image Criteria • Future-focused: People using the laboratory will seek to understand current trends and create ideas that will shape future trends

  38. Styles of Names Descriptive (American Insurance Group) Dictionary (Gateway) Coined (Xerox) Arbitrary (Apple) Playful (Microsoft Nerd Center) Portmanteau (Groupon)

  39. Name Candidates The Lab The Launch Pad The Media Portal Pop! Pivot Point Springboard Synovate Lab Aha! CoLab C-Lab The Collaboration Zone Collaborative Media Zone Digital Salon The Hive

  40. Descriptors and Taglines The Innovation Laboratory A Place for Collaboration Where People and Media Converge The Place to Innovate and Discover A Place for Innovation Come. Stay. Collaborate. A Place for Collaborative Discovery Where New Ideas Take Off New Directions in Collaborative Communications The Collaborative Media Zone The Collaboration Zone

  41. AHA! The Innovation Laboratory Playful and positive Suggests discovery and breakthroughs

  42. CoLab A Place for Collaboration A portmanteau of collaboration and lab Distinctive and visually appealing

  43. AHA! The Innovation CoLab

  44. What we’re asking you: 1. What are the strengths in this name? 2. What concerns you about this name? 3. If we use this name, how do you see yourself referring to the lab?

  45. AHA! The Innovation CoLab

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