Created as part of a statewide conference on Canvas, this presentation covers the entire "Canvas Trek: Out of Darkness" promotional campaign.

3. (aka
Se'ng
the
Stage)

4. ¤ Blackboard
History
¤ Technology
Tool
Implementa<on
• Li>le
End-­‐User
Engagement,
Inclusion,
or
Marke<ng
¤ User
Frustra<on
• Scheduled/Unscheduled
Down<me
• Triton
Review
Ar<cles

6. ¤ Role
of
College
Rela<ons
at
Edmonds
CC

7. (aka
Our
New
Perspec<ve)

8. ¤ Transforma<on
ShiQ
in
Perspec<ve
¤ Simple
Ques<ons:
• What
if
we
made
decisions
more
transparent?
• What
if
we
were
spoke
directly
to
students?
• What
if
we
sought
real
engagement
with
the
end-­‐user?

9. ¤ Researching
New
“Norms”
• YouTube

11. ¤ Researching
New
“Norms”
• Twi>er

12. ¤ Researching
New
“Norms”
• Facebook
¡ Over
618
Million,
Daily
Ac<ve
Users
¡ 140.3
Billion
Friend
Connec<ons
¡ 17
Billion
Loca<on
Tagged
Photos
• Expecta<ons
of:
¡ Meaningful
Connec<ons
to
Brands
¡ Unique
Content
Provided
to
Them
¡ Exclusive
Deals,
Incen<ves

13. ¤ Researching
New
“Norms”
• Blogs
¡ Personal
Narra<ves
¡ Give
Everyone
a
Voice
¡ Alterna<ve
to
Tradi<onal
News
Sources

14. ¤ Researching
New
“Norms”
• Mobile
Use
¡ Smartphones
¡ Enable
Social
Connec<on
¡ News
Reading
Device
¡ Enable
Content
Crea<on
– Photo
– Video
– Reviews
– Checking
In

15. ¤ Be>er
to
Ask
for
Forgiveness
Than
Permission
• First
Interns
¡ Videographer
¡ Mul<media
Designer

16. (aka
What
We
Created)

17. ¤ College
Boring
Content
(Twi>er)

18. ¤ Our
Boring
Content
(Technology
Blog)

19. ¤ Engaging
Content
(Facebook
Fan
Page)

21. ¤ Entertaining
Content
(YouTube
Channel)

22. (aka
What
It
All
Means)

23. ¤ Effec<ve
Marke<ng
&
Communica<ons
• Informa<ve
(Required
Content)
• Engaging
(Unique
Perspec<ve)
• Entertaining
(Storyline-­‐Driven)
• Where
the
Audience
Is
¡ As
they
walk
on
campus
¡ As
they
stand
in
line
¡ As
they
open
their
inbox
¡ As
they
use
their
mobile
device

24. ¤ Campaign:
“Are
Online
Classes
Right
for
Me?”

25. ¤ Campaign:
“Your
Class,
Your
Loca<on,
Your
Device”

27. ¤ Campaign:
“Join
the
Fight”
No. 024
START
The
Browsler

29.
And
One
More…

30. (aka
Canvas
Trek)

31. ¤ Moving
from
Blackboard
to
Canvas
¤ Poten<al
Themes
• Light
vs.
Darkness
• Good
vs.
Evil
• Out
of
Darkness
Tagline

32. ¤ Out
of
Darkness
¤ Star
Trek
Into
Darkness
¤ Canvas
Trek?
¤ Canvas
vs.
the
Borg

33. ¤ Defini<on
• The
Borg
collec<ve
are
a
collec<on
of
species.
They
force
other
species
into
their
collec<ve…referred
to
as
assimila<on.
• “We
are
the
Borg.
Lower
your
shields
and
surrender
your
ships.
We
will
add
your
biological
and
technological
dis<nc<veness
to
our
own.
Your
culture
will
adapt
to
serve
us.
Resistance
is
fu<le.”
¤ Canvas
vs.
the
Blackborg
¤ Canvas
Trek:
Out
of
Darkness

34. ¤ Next
Steps:
• Storyline
Crea<on
• Character
Development
• Costumes/Props/Extras
• Produc<on
¤ Campaign
Launched
Yesterday!

35. ¤ As
They
Walk
on
Campus
• Posters

36. ¤ As
They
Stand
in
Line
• Digital
Signage

39. ¤ Engaging
the
Audience
(Facebook)

40. ¤ Entertaining
the
Audience
(YouTube)

41. ¤ The
Point

43. h>p://youtu.be/0WdDCD6ulP0

44. (aka
Thank
You!)

45. ¤ Hire
Your
Own
Interns
• Give
Them
Real-­‐World
Projects
• Mentor
Them
• Allow
Crea<ve
Interpreta<on

46. ¤ Laugh
at
Yourselves
¤ Enjoy
What
You
Do
¤ Seek
the
Same
Engagement
With
Your
Audience

47. ¤ Image
Credits
• Blackboard
Error
(h>p://jaystreet.org/emagazine/wp-­‐content/uploads/2012/05/bbscreenshot.jpg)
• Marke<ng
(h>p://tuffillverner.files.wordpress.com/2012/11/hires.jpg)
• Boredom
(h>p://www.mosaictutoring.com/wp-­‐content/uploads/2012/01/iStock_000012595262Medium.jpg)
• Borg
(h>p://www.ex-­‐astris-­‐scien<a.org/gallery/borg1.htm)
• Twi>er
As
News
(h>p://gigaom.com/2012/02/29/if-­‐you-­‐think-­‐twi>er-­‐doesnt-­‐break-­‐news-­‐youre-­‐living-­‐in-­‐a-­‐dream-­‐world/)
• Donuts
(h>p://www.likethis.cc/wp-­‐content/uploads/2010/12/Dunkin_Donuts_Facebook_Promo<on.png)
• Zoo
(h>p://madg.com/wp-­‐content/uploads/2013/02/jackson-­‐zoo-­‐facebook-­‐graphic-­‐pre-­‐like.jpg)
• Blogging
(h>p://blogs.law.harvard.edu/lamont/files/2012/11/mst_awesome_orange.jpg)
• Spaceship
(Edward
Arriesgado)
• Silly
Photos
(Edmonds
eLearning
Department)
• Candy
Bar
Design
(Steven
Sauke)
• Digital
Signage
(Shanel
Ruiz-­‐Castaneda)

48. (aka
The
End.)

49. (aka
The
End.)