Public and Community Relations

What will you find here?

Building public and local community relationships can be the most important communication activity undertaken by an organization, yet it is often overlooked. For social innovators it is important to get to know their neighborhood and to get involved with local initiatives. This will in turn help raise awareness of their social innovation, as well as being a great opportunity to get to know their stakeholders and competitors. Since any organization can expect to communicate with a range of community audiences including employees, shareholders, creditors, consumers, the media, the general public and government agencies, an effective communication plan needs to be implemented. This module includes tools for effective community oriented communication and public relations, which should result in community building and raising awareness of the social innovation.

What will you learn?

01 How to summarize your social innovation values and goals in form of a manifest

02 How to control your social innovation’s reputation

03 How to choose and use social media channels

04 How to prepare press release and execute distribution


Marketing Communication

What will you find here?

In this module, social innovators will learn about the marketing communications, particularly Integrated marketing communications (IMC) defined as “the organization, planning, and monitoring of marketing components and data to control and influence brand information, associations, and experiences”. In other words, IMC is essentially the bridge between marketing and branding.

Marketing communications falls into various categories relating to marketing to the public, from advertising, promotions, sales, branding and online promotion. It is a symbolic tool that helps organizations interact with their many stakeholders in the market by promoting their products or services to them. But, in order to gain success in marketing, both the organization and members of the public must be involved. The best results are achieved by using different marketing channels and tools in combination.

What will you learn?

01 What is 7P marketing mix and how to use it

02 Recognizing competition and seeking opportunities

03 How to plan marketing activities


Brand Visual Expression

What will you find here?

Organizations, like people, have personalities that are defined by character on the inside, and translated to the outside through an identity. An identity is the expression of who you are and what you stand for. You can express yourself through words (verbal identity) and visuals (visual identity). The point of developing a brand identity is to be recognizable, memorable and, hopefully, loveable. In every expression, whether it’s an ad campaign, or a business card, or the keynote presentation, your audience recognizes you through your face and your voice, and you start to build brand recognition. Different brands express themselves in different ways. Some identities are playful, other masculine and strong. Some brands are sassy, others are purely professional. A great identity should fit you like a tailor-made suit. A starter kit composed of a logo set for print (CMYK) and screen (RGB), typography, color palette and basic layouts ensure that everyone is implementing your brand identity in right manner, avoiding color differences, placement mistakes and similar errors.

This module is focusing on the visual aspects of the social innovation’s identity. By accessing the right tools social innovator will transfer social innovation’s inner world into tangible visual form by working with the design professionals.

What will you learn?

01 Basics of visual identity and its applications

02 How to connect your internal plans with your external market

03 Understanding the design materials you have and identifying the design services you need

04 How to prepare a creative brief

05 How to commission and evaluate design service providers

06 How to evaluate visual identity solutions


Brand Development and Strategy

What will you find here?

This learning module will take innovators through the holistic process of brand development, which requires an integrated cross-functional approach to brand strategy development that integrates deep consumer insights and segmentation and customer experience design. Branding is a business process, which results in an organization/company’s most important asset – its brand.

What will you learn?

Through this module social innovators will learn the requirements for a brand development and strategy in form of concrete steps; from defining the brand vision to translating brand promise into customer experience design.


Investor Negotiating

What will you find here?

This learning module will provide you with the tool that will help you get ready in facing potential investors. This will be inevitable under some funding options (angel investing, equity funding, revenue sharing arrangement etc.). In order to attract their attention, it is always good to gain knowledge about a particular investor, their goals and priorities as well as potential appetite for risk. Bearing in mind that the level of your preparation will influence the impact of investor’s decision on financing, this module gives you a tool to outline the key points that need emphasis.

What will you learn?

Through this module, you will learn how to negotiate by providing strong arguments in connection with the set of criteria commonly examined by investors.


Investor Pitching

What will you find here?

This learning module will take you through the process of wrapping up the business idea in order to attract the attention of investors.

What will you learn?

Through this module, you will learn how to synthesize business ideas in order to provoke the curiosity of potential investors. While the business plan is very detailed description of different aspects of a project, most of potential investors do not have time to cover an entire plan in depth in the first stage. You will learn how to summarize the business plan and avoid the mistake of omitting important aspects of the project. Moreover, you will be provided a tool for creating successful presentations that will draw interest of the investors in order to positively affect their funding decision. The tool can be further upgraded in the PPT, video, animation or some other form of the presentation.


Identification

What will you find here?

This learning module will provide an overview of tools to help define the right funding strategy to achieve the desired goals. Selection of the funding strategy will inevitably include an overview of already accomplished actions as well as available resources in terms of staff and time, the target amount of funds, associated costs, external factors influencing project etc. All these factors need to be considered so that you can make an appropriate decision.

What will you learn?

Through this module, you will learn how to define key factors that influence achievement of project goals. An estimation of the different funding options is workable once these factors have been recognized and prioritized. As the result, definition of one or several complementing funding strategies is possible. Provided tools are just samples that will help you in identifying the right resources especially if you still are not sure which direction to take and how your idea will shape up (as a project which needs funding from EU funds; products that requires loans or angel investor funding; or some great campaign that can be funded through crowd-funding). These tools will help you get a start.


Impact Measurement

What will you find here?

This learning module will give you an overview of how to measure the impact created by the solution through the design of a logic model (also known as impact value chain and theory of change). The tool will help you define the impact desired and serve as a starting point for setting up mechanisms to ensure impact achievement.

What will you learn?

Through this module you will learn how to set up an impact value chain and create a strategy built around impact.


Prototype Evaluation

What will you find here?

This learning module will give you an overview of specific tools that assist in evaluating the service/product drawing from the feedback collected during the prototyping phase. The two tools presented will help you evaluate the service/product according to specific criterion and provide rapid feedback on how to improve the idea.

What will you learn?

Through this module you will learn how to create specific evaluation criteria to test the usability and efficacy of your service/product.


Prototyping

What will you find here?

This learning module will give you an overview of basic prototyping tools to test your solution. While prototyping usually entails the development of the service or product and can be quite resource-intensive, in this module, innovators will learn simple prototyping tools that focus on the visualization of the service/product to test the features or processes behind them, which require less resources to produce. This is done through paper-based prototyping and role play.

What will you learn?

Through this module you will learn how to test certain features of the service/product, which usually occurs at specific touchpoints if we’re talking about services. This will be done by creating mock media to advertise the service/product and through a storyboard that explains the customer journey, which can be taken directly from the customer journey map done during the concept design phase.