Bridges to benefits

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Bridges to benefits

  1. 1. Massachusetts Broadband Institute !Bridges to Benefits: Outreach + Digital Literacy !Prepared by: BYO consulting!Prepared on: 14 March 2012!
  2. 2. Types of Bridges to Benefits Campaigns:! 1! 2! 3!Digital Bridges:! Physical Bridges:! Website:! ! – from digital natives to Although we are focusing heavily BYOall ofbuildabove resources asOur digital bridges ensure that allveterans ! the portal is a digital initiative, ! will the a wordpress site to host! computer before – have thethose who have never turned ona ! physical outreach soand their on can meet our veterans that we ! byThis various audienceas needed members. our website will actknowledge and awareness family members where they are. ! a hub that supports and chroniclesneeded to access the portal. ! our outreach efforts. !When the MBI launches the Benefits Finder they will also announce their affiliated outreachefforts – the “Bridges to Benefits” Campaign. The name weʼve chosen is intentional and will givepeople a sense of our vested interest in connecting people with information – all of our outreachefforts can be seen as creating a “bridge to benefits. ! Prepared  by  BYO  consul4ng  LLC  2011     2  
  3. 3. Types of Bridges to Benefits Campaigns:! 1! 2! 3!Digital Bridges:! Physical Bridges:! Website:! ! – from digital natives to Although we are focusing heavily BYOall ofbuildabove resources asOur digital bridges ensure that allveterans ! the portal is a digital initiative, ! will the a wordpress site to host! computer before – have thethose who have never turned ona ! physical outreach soand their on can meet our veterans that we ! byThis various audienceas needed members. our website will actknowledge and awareness family members where they are. ! a hub that supports and chroniclesneeded to access the portal. ! our outreach efforts. !When the MBI launches the Benefits Finder they will also announce their affiliated outreachefforts – the “Bridges to Benefits” Campaign. The name weʼve chosen is intentional and will givepeople a sense of our vested interest in connecting people with information – all of our outreachefforts can be seen as creating a “bridge to benefits. ! Prepared  by  BYO  consul4ng  LLC  2011     3  
  4. 4. Types of Bridges to Benefits Campaigns:! 1! 2! 3!Digital Bridges:! Physical Bridges:! Website:! ! – from digital natives to Although we are focusing heavily BYOthe digitalaliteracy modulestoOur digital bridges ensure that allveterans ! the portal is a digital initiative, ! will build wordpress site as host! computer before – have thethose who have never turned ona ! physical outreach soand their on can meet our veterans that we ! as information about our other well Bridges to Benefits campaigns.knowledge and awareness family members where they are. ! This website will act as a hub thatneeded to access the portal. ! supports and chronicles our outreach efforts. !When the MBI launches the Benefits Finder they will also announce their affiliated outreachefforts – the “Bridges to Benefits” Campaign. The name weʼve chosen is intentional and will givepeople a sense of our vested interest in connecting people with information – all of our outreachefforts can be seen as creating a “bridge to benefits. ! Prepared  by  BYO  consul4ng  LLC  2011     4  
  5. 5. Campaign Development Pillars!Focus on Veterans - We have designed each campaign to beaccessible and attractive to our unique community. !!Build Community - Weʼve integrated traditional organizing methodsso that 1) we reach the specific audiences we need to reach ourdeployment goals 2) outreach is not just limited to one instance ofcommunication but rather sustained by a strong community ofsupporters and 3) creates meaningful change. !!Create meaningful bridges to benefits - Our most important goalis to help veterans use the web to access the services + benefitsthey need and deserve. All of our campaigns are designed to be abridge to those benefits. !!
  6. 6. Weʼve identified three audience categories critical to success:!1. Veterans + Family Members ! 3. Advocates !This is our core user group who will use the portal to find information about the benefits This is the group of people who willand services. ! ensure that veterans, their family! members, and our contentLow Need Veterans: Low need veterans are relatively stable and less in need of providers know about the portal. !services and benefits. However, it is important that they know about the portal and −  Faith-based leaders !share it with others who might be in need. ! −  Elected Officials !! −  Educational institutions!High Need Veterans: High need veterans need our services but may not have −  Non-elected governmentaccess to the information or resources to do so. It is important that we connect with officials in MA !them in the places they reside, and connect with the people who surround them. ! −  Service providers outside! of MA !Family Members: Family members may have service needs and may also be −  Military officials (Defense,searching on behalf their loved ones. Conducting outreach to family members, andgiving them an opportunity to participate in outreach will be critical to our success.! Navy, Army, Air Force, Marine Corps, National Guard, etc) !2. Content Providers! −  Family Readiness Groups !This is the group of individuals and organizations who we will rely on to provide information −  Veteran Servingto the portal. ! Organizations (national! advocacy + policy groups,VSOs: VSOs often have high case loads, and are looking for a high quality American Legion, VFW,resource to use. They are veterans, and care about the wellbeing of their etc) !brothers and sisters in service. Our job is to make their lives easier, and get −  Employers !them invested in the success of the portal. ! −  Concerned Citizens !! −  Individuals (CraigService Providers: Service providers are at the front-lines helping veterans, Newmark, etc) !and similar to the VSOs it is critical that they are invested in the success of −  Foundations!the portal. !
  7. 7. Outreach Goals!1. Provide access to high quality content ! !Veterans + families: Access the benefits ! !Content providers: Provide and maintain content ! !Advocates: Spread the word about the finder!!2. Reach a large percentage of veterans + families in MA! !Veterans + families: Share with loved ones! !Content providers: Refer veterans + family members! !Advocates: Spread Advocate for support in MA !!3. Sustain the site in MA and share the model nationally ! !Veterans + families: Advocate within their veterans community! !Content providers: Advocate to service providers and MA leadership! !Advocates: Spread Advocate strategy in other states !!
  8. 8. Reaching Our Users! Locations:! Users ! Content Providers! Advocates!Activities of daily life*
 x! ! !! ! ! !! ! ! !Social Media! x! x! x!! ! ! !! ! ! !Events! x! x! x!! ! ! !! ! ! !Mobile Devices ! x! x! x!! ! ! !! ! ! !Email ! x! x! x!! ! ! !! ! ! !Workplace ! x! x! x!! ! ! !! ! ! !Professional Networking! ! x! x!!*Civil service jobs, grocery stores, gyms, hospitals, clinics, homeless shelters, etc. ! 8  
  9. 9. 1.  Digital Literacy!2.  Social Media Toolkit! In the following section we3.  Online Influencers! will describe all of our4.  Email Content! Bridges to5.  Launch Committee!6.  Advisory Committee! Benefits Outreach7.  Proxy Team! Campaigns. !8.  Community Links!9.  Roadshow !10.  Unconference!11.  App Competition!12.  Story Sharing!
  10. 10. 1. Digital Literacy! We have two components to2.  Social Media Toolkit! our digital literacy campaign:!3.  Online Influencers! !4.  Email Content! -  Basic Digital Literacy - all5.  Launch Committee! the info users need to6.  Advisory Committee! navigate the web to the portal !7.  Proxy Team! -  VSO Digital Literacy - web-8.  Community Links! based tools that will help9.  Roadshow ! VSOs improve their10.  Unconference! workflow !11.  App Competition!  !12.  Story Sharing!
  11. 11. 1.  Digital Literacy! Our social media toolkit gives2.  Social Media Toolkit! the Benefit Finder community3.  Online Influencers! manager everything they4.  Email Content! need to know to plan,5.  Launch Committee! execute, and evaluate social6.  Advisory Committee! media campaigns on the following platforms: !7.  Proxy Team! -  Facebook!8.  Community Links! -  Twitter!9.  Roadshow ! -  Linkedin !10.  Unconference! -  Tumblr !11.  App Competition!  !12.  Story Sharing!
  12. 12. 1.  Digital Literacy!2.  Social Media Toolkit! Online influencers will help us get the word out to a large3.  Online Influencers! community of people4.  Email Content! interested in Government 2.0,5.  Launch Committee! Open Government,6.  Advisory Committee! Technology, and Veterans Issues, giving us the traction7.  Proxy Team! we need to create a8.  Community Links! sustainable movement9.  Roadshow ! around the Portal. !10.  Unconference!11.  App Competition!12.  Story Sharing!
  13. 13. 1.  Digital Literacy!2.  Social Media Toolkit! The Email Content Strategy3.  Online Influencers! will result in a content calendar for the types of4.  Email Content! information to be shared with5.  Launch Committee! the various communities we6.  Advisory Committee! will be engaging. Furthermore, this strategy will7.  Proxy Team! include recommendations for8.  Community Links! Email Management systems9.  Roadshow ! and metrics to measure the10.  Unconference! efficacy of email campaigns. !11.  App Competition!12.  Story Sharing!
  14. 14. 1.  Digital Literacy!2.  Social Media Toolkit! The launch committee will be3.  Online Influencers! comprised of our most important advocates who will4.  Email Content! write op-eds, speak at the5.  Launch Committee! press conference, and write6.  Advisory Committee! blog posts in coordination with the portal launch,7.  Proxy Team! creating a surge of publicity8.  Community Links! for us. !9.  Roadshow !10.  Unconference!11.  App Competition!12.  Story Sharing!
  15. 15. 1.  Digital Literacy!2.  Social Media Toolkit! The advisory committee will3.  Online Influencers! be comprised of individuals who are a sounding board for4.  Email Content! the project, and who provide5.  Launch Committee! feedback and advice on the6.  Advisory Committee! ongoing direction of our7.  Proxy Team! efforts. !8.  Community Links!9.  Roadshow !10.  Unconference!11.  App Competition!12.  Story Sharing!
  16. 16. 1.  Digital Literacy!2.  Social Media Toolkit! The Proxy Team will3.  Online Influencers! represent the project at networking events throughout4.  Email Content! the veterans, government,5.  Launch Committee! design, and technology6.  Advisory Committee! communities and conduct7.  Proxy Team! outreach to veterans and their families. We will provide8.  Community Links! them with all the information9.  Roadshow ! and tools they need to10.  Unconference! represent the Portal. !11.  App Competition!12.  Story Sharing!
  17. 17. 1.  Digital Literacy!2.  Social Media Toolkit! The Community Links3.  Online Influencers! Program will be comprised of community members,4.  Email Content! veterans, and family5.  Launch Committee! members who will help6.  Advisory Committee! distribute packets of7.  Proxy Team! information to “everyday”8.  Community Links! locations across MA, and will represent the portal at9.  Roadshow ! community events. !10.  Unconference!11.  App Competition!12.  Story Sharing!
  18. 18. 1.  Digital Literacy!2.  Social Media Toolkit! The Roadshow will be one of3.  Online Influencers! the most cost (if not time) effective ways of getting the4.  Email Content! word out. A kit + script will5.  Launch Committee! need to be developed for the6.  Advisory Committee! MBI community manager to7.  Proxy Team! attend events and8.  Community Links! conferences to talk about the9.  Roadshow ! project. !10.  Unconference!11.  App Competition!12.  Story Sharing!
  19. 19. 1.  Digital Literacy!2.  Social Media Toolkit! The Finder will belong to a3.  Online Influencers! class of websites that are changing the way that people4.  Email Content! access government services.5.  Launch Committee! Its not just a one-stop-shop6.  Advisory Committee! for information – it is a guided7.  Proxy Team! experience that makes sense8.  Community Links! of complicated information. !9.  Roadshow ! Convening helps build community and spreads the10. Unconference*! word.!11.  App Competition! ! * Phase II campaign!12.  Story Sharing!
  20. 20. 1.  Digital Literacy!2.  Social Media Toolkit! The Open API will be a great3.  Online Influencers! opportunity to engage veterans and family members4.  Email Content! who have iOS and Android5.  Launch Committee! programming experience in6.  Advisory Committee! this work generating income7.  Proxy Team! for the developers and a8.  Community Links! mobile interface for our9.  Roadshow ! users.!10.  Unconference! ! !11. App Competition*! ! * Phase II campaign!12.  Story Sharing!
  21. 21. 1.  Digital Literacy!2.  Social Media Toolkit! This concept is to collect3.  Online Influencers! uplifting stories of recovery from veterans who have4.  Email Content! returned from service. This5.  Launch Committee! will highlight the importance6.  Advisory Committee! of accessing benefits and7.  Proxy Team! services, and provide an8.  Community Links! emotional reason to share9.  Roadshow ! the information about the10.  Unconference! portal. !11.  App Competition! ! !12. Story Sharing*! * Phase II campaign!

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