Upload
nora
View
21
Download
0
Tags:
Embed Size (px)
DESCRIPTION
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 - PowerPoint PPT Presentation
Citation preview
Soon-to-be-named Laboratory
College of Journalism and CommunicationsUniversity of Florida
OPENED FALL 2010
21st 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’
The Center for Media Innovation + Research
The IdeaAn 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.
TimelineCommittee created Fall 2010
TimelineFall 2010: Brainstorming with committee, identification of and interviews with similar interdisciplinary research and teaching spaces who effectively cross the bridge between academia and industry
TimelineJanuary 2011: Partnership with Jason Meneely, Professor of the Department of Interior Design – College of Design, Construction, and Planning
TimelineFebruary and March 2011: Survey and Brainstorming with College of Journalism Faculty and Public Relations Advisory Council
TimelineApril 2011: Proposal submitted to faculty and Dean Wright
TimelineAugust 2011: Wall breaking ceremony, construction begins, team begins naming process with DeSantis Breindel
TodayFaculty, staff and students preview the space and offer feedback and guidance on proposed name.
FebruaryGrand opening, lab open for research, events, and classes
MissionCourageous innovators and collaborators
Engaging and strategic communications
Narratives and informed storytelling
To understand the tapestry of global audiences To reach with personalized interactive
communications
Transparency and accountability to which our fields have aspired
VisionScholars, teachers, and students write the future of engaging communication.
Collaborative environment
Create and examine new forms of content, delivery, and engagement to ultimately influence behavioral change.
An environment that inspires students and faculty to explore the opportunities created by technologies and connectivity
Stimulate creativity with physical structure that creates opportunity for multiple kinds of uses.
ResearchAddition of four new research and focus group roomsUsability studies, local 2.0, Think Tanks
Eight new research stations Shielded research, additional opportunity to conduct rigorous studies
• 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’
‘Synovation Cycle’
This space 21st Century News Lab The New Newsroom
CONCEPTUALIZATION INCUBATION EXECUTION
• Taking a product, content or campaign through its lifespan emulating a real-world experience ‘in a box’
Naming Agree to a vision and mission
Naming Scan the field for ideas, inspiration, redundancy and watchouts
Naming Engage expert assistance
Naming Review names
Naming Solicit input from students and colleagues
Our Partner DeSantis Breindel
InspirationStudio 20 at NYU’s Carter Journalism Centerhttp://journalism.nyu.edu/graduate/courses-of-study/studio-20/
InspirationMIT Senseable Cities Lab http://senseable.mit.edu/
InspirationMIT NERD Labhttp://microsoftcambridge.com/Default.aspx
InspirationUniversity of Arizona, Hugh Downs School of Human Communication, Consortium for Strategic Communication: http://comops.org/
InspirationUniversity of Oklahoma, Advertising/Public Relations Agency: http://www.ou.edu/content/gaylord/home/main/newsroom/agency.html
InspirationUniversity of Southern California, Annenberg School of Communication, Strategic Communication and Public Relations Center: http://annenberg.usc.edu/CentersandPrograms/ResearchCenters/SPRC.aspx
AudiencesStudents
Faculty
Practitioners and partners in advertising, public relations and the media
Donors
Funders
Alumni
Functional CriteriaDistinctive and appealing: Project appropriate message and tone to target audiences
Functional Criteria
Non-limiting: Should suggest both a physical space and a new approach to media innovation
Functional CriteriaFocused on collaboration: Reflect the laboratory’s intended purpose of bringing people--and disciplines--together in a flexible environment from which new ideas can emerge
Functional CriteriaLegally 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
Image CriteriaInnovative: The laboratory is about new ideas and even new paradigms
Image CriteriaPositive: This is an exciting time in advertising and public relations, as technology is changing how people and organizations interact
Image CriteriaEngaging: The laboratory will engage individuals and groups; it will also encourage cross-discipline engagement among different specialties, departments and sectors
Image CriteriaFuture-focused: People using the laboratory will seek to understand current trends and create ideas that will shape future trends
Styles of Names Descriptive (American Insurance Group)Dictionary (Gateway)Coined (Xerox)Arbitrary (Apple)Playful (Microsoft Nerd Center)Portmanteau (Groupon)
Name CandidatesAha! CoLabC-Lab The Collaboration ZoneCollaborative Media ZoneDigital SalonThe Hive
•
• •
The Lab
The Launch Pad
The Media Portal
Pop!
Pivot Point
Springboard
Synovate Lab
Descriptors and TaglinesThe 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
•
•
•
•
Page 45
AHA!The Innovation Laboratory
Playful and positive Suggests discovery and breakthroughs
Page 46
CoLab A Place for Collaboration
A portmanteau of collaboration and lab Distinctive and visually appealing
Page 47
AHA!The Innovation CoLab
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?
Page 49
AHA!The Innovation CoLab