Purpose – clarifying the Pop Up storyResources – selling the Pop Up messageAssets – tools to communicate Pop UpProducts – new revenue streams for Pop Up
The Pop Up StructureThe 4 Pillars The 4 ParticipantsCommunication Artiststhe voice, expression, confidence, authors + illustratorsunderstanding, learning,Creativity Young Peopleparticipation, innovation, experimentation,stimulation, imaginationDelight Familiesexperiential, surprise, play, escapism,adventureTransformation Communitiesimpact, emotional, empathy, fulfillment,journey
The Pop Up VisionVision: EVERYONE HAS A STORYWhat we do: Pop Up creates storytellers, giving young people the confidence to expressthemselves and connect with others.Why we do it: Delighting, uniting and transforming young people and families, to create a positivelyempowered community.For schools: Pop UP introduces authors into schools and matches artists to families to igniteimaginations through storytelling, whilst improving communication skills and emotional development.For communities: This is realised on a city scale through the Pop Up Festival, which bringsschools, families and communities together under one roof to share in the delight of a good story.For businesses: Storytelling helps to evolve an organisation’s collective narrative, bringing peoplecloser together, clarifying purpose and empowering people in their roles. This dynamic form ofcommunication motivates people to get involved, resulting in a greater number and quality of ideas.
The Pop Up StoryboardThe overall core elements areEveryone has a story: A kids experience trough POP UPA process of Transformation(The heroes Journey)Before pop up, Pop up, After Pop UpStory Readers Storytellers Story-makersPassive consumers Learning The tools of the trade ActivatedFrom Left to Right:We are living in a world which is flat in a paradigm way of thinking. Kids are brought up in a world where we "know" most things. The magic is gone. Kids are told how tobehave, to think and so on.Imagination lives around the corner but out of reachThe kid/teenager are passive consumers of literature, stories, television. They know its there but are not in touch with it actively. They feel something resonating in theyre"chest". They live on a flat piece of paper which is "real" dark, colorless, boring. Looking out the window in "flatland" into a dimension/realm out of touch. Something is therebut its intangible. Kids having hard expressing themselves.Pop up.Kids are meeting authors. Being inspired. Theyre filled up with experiences and inspiration. Story telling tools. The tools of the trade. They learn the language. How toread/write. Theyre now lifted up from a flat piece of paper into the 3d realm of imagination. Therby "Pop up" or popping up. They are playing, experimenting, creating. Theyare now learning to become storytellers.After pop up. They have been opened up to the realm of creating theyre own stories. They are now empowered with the tools they need now to create theyre own stories.They are becoming the stories themselves. The vessel which stories can emerge. They are telling theyre stories to other "flat" kids so they can pop up also. Stories createscommunities. Humans are storytellers. They are learning the magic language of story telling. "Abrakadabra" (As i speak i create)
SWOT Analysis: Reaching Businesses Strengths Weaknesses - Taking a completely new product to market: a harder Dynamic and unique organisation sell - With a background in working with children, the - Will the work be received well by a potentially cynical consultancy will always be fresh and exciting. adult audience? - No one else is using the art of story telling across - Is there enough time and resource in Pop Up to different art forms in consultancy create a completely new programme for Businesses? - Using authors and storytelling is an experience, not another workshop Threats Opportunities - The recession: companies are scaling back on non- - Brands increasingly want to communicate morals and essential spending be meaningful: stories bring clarity and authenticity. - Businesses not taking story telling seriously - By using Pop Up, businesses are supporting wider - Competition: improvising and theatre etc. tried, Pop Up initiative that can be built into their CSR testing and safe - Play in the workplace is very zeitgist - Should create great word of mouth when it kicks off: lost leaders?
Messaging Strategy (1/2)The customer problem and solution in a nutshell?Everyone has important stories they don’t know how to tell, internally and externally; Pop Upcan give your employees skills to enhance innovation, articulate themselves and buildcommunities.What is required?A B2B direct marketing campaignBudget?Based on projected income and resource - assumed smallTiming PlanNot sure - decided by Pop Up: probably three flexible phases 1. experimenting and testingthe market 2. Review and change 3. Big push to launchWhat is being sold?Communication consultancy with a delightful twist: engaging adults in children’s stories andstory tellers to equipt employees with a powerful new skill setHow is Pop Up currently being advertised?Not currently being advertised to this audience, it’s a new servicePrevious work has come from personal networks
Messaging Strategy (2/2)What is the brand idea?Playful and delightful with a serious mission and vision. All external communication to betold in a story-like way where possible.Who are we talking to?1) Whoever looks after training and development: HR, CEOs in smaller companies2) Marketing departments to help them tell their stories3) Innovation departments /ideally any department to ignite creativity and change in theworkplaceWhat do they think before receiving the communications?Storytelling is for children and artistsWhat do we want them to think after receiving the communication?Storytelling is a powerful tool that can transform businesses in many waysWhat do we want them to do after receiving the communication?Contact with Pop Up to ask to hear more about how what they can provideThe PropositionEveryone has a story to tell, Pop Up can ignite your story and give you a powerful new skillset.
Communication Channels Available1) Website, Twitter and facebook:- What is the role of each channel?- Website pages, content and adverts on the site to promote business services and sponsorshipopportunities- User journey and calls to actions for the above2) The Guardian: as well as editorial, there is an opportunity for a giveaway in the Saturday paper,giving readers a taste of what Pop Up can offer them.Giveaways could include:- A book on story telling skills and games (could be a series: for children, families and adults)- A poster that families can put on the wall which they build stories on together;3) Other brand and media partnership contra deals and their networks4) Blogging network: depending on campaign - will probably be relevant for more than one audienceand therefore need more than one press release5) Word of Mouth: give clients incentives and materials to tell your great storyUse of channels to be decided on brief-by-brief basis
I’m around to help out / chat when you startwhenever - ring me for a chat or drop me an e-mail.Ask me a silly question!Caitlin0796 053 8910CaitlinIonaEvans@gmail.com
Helping Pop Up reach a wider audience. Pop Up workshops in the home – literally! Profitable, manageable and scalable. Fun, creative, immersive experience.Designed to allow family-led or independent use.
could include:~ Magic cards – 20 postcards by artists and authors, each with a creative task~ Membership to an online community with web codes to access online content likeexclusive author interviews, with materials that complement and reflect Pop Up’s onlinepresence~ Inspirational material from the real world,demystifying the creative process~ An invite to the next festival, potentiallyprinted on the back of a postcard map~ Pencils, pens and a notebook~ Stickers, badges, puppets~ Games, flip book, fold over stories
Future possibilities include:~ Design, illustration, writing or family-led boxes~ Working with specific publishers or books~ Art materials supplied by a sponsor~ Corporate creativity boxes~ Different age ranges
Allot in a Box & Science kits cost: £12 to £15Price point for the Magic Box should bebetween £10 and £15, depending onproduction and content decisions.Box to be compostable and recyclable, all inksused are vegetable based.Box: circa 50p to £1, depending on quantityand printing choicesPostage: 90p (based on 2nd class, stateddimensions, 250-500g)Content: TBC. Circa £1 for 20 postcards, 30pmini pack of pencils, 50p notepadTotal cost circa £3.20, profit margin circa £7
THE POP-UP EXPERIENCEUsing the power stories and the imagination to inspire and nurture organisations Pairing ‘story makers’ with organisations
WHAT STORYTELLING CAN DOInspire innovation:Using stories to create disruptive experiences that helpemployees think differentlyEnable personal and organisational development:Using stories to help enhance soft skills, empoweringemployees, enabling confidence in decision-making andnurturing the sense of communityEnhance marketing and communications:Using stories to enhance internal and externalcommunications, exciting people about the brand /company story
BOOK SURGERY TextA Drop-in check-upfor employees to geta diagnosis and abook prescription ofchildren’s books withDaniel Hahn
CREATIVECOMMUNICATIONS A workshop: playing with language and rhythm through a multi-cultural perspective with Michael De Souza
CREATIVE WRITING A masterclass in building and structuring stories with Meg Rosoff or How to write and illustrate a children’s books with Dylan Calderthird party opportunity via
HAPTIC EXPERIENCE An audio-visual event: stepping intothe world of paintings with James Mayhew
SENSORYEXPERIENCE An experience: step into athrilling world of vampires
TRANSPORTWorkshop: engage with stories indifferent formats with Manga Shakespeare