• BrandingTheKaosPilots

Introduction

Goal

From the assignment given by the KaosPilots

Description on the assignment: Becoming an international education carries a lot of challenges – which the school intensively will be working with in the future. Discussions are being initiated at the school concerning what it means to be “international” and how we can become strong in that profile.

One of the major challenges right now for the school is to create awareness about the school outside the borders of the Nordic countries and the possibility to apply for the school. If the KaosPilots truly has to become international we need more input from international students!

We would like the students to carry out a research on who is our target groups and where can they be reached - and build up a Marketing plan for The KaosPilots on how to promote the school in relation to getting more international students and - even more concise – how the school can get more international applicants for Team 13 this coming spring.

In addition, The KaosPilots has received a request from the Danish Embassy in Berlin to carry out a day of information and promoting the KaosPilots at the Embassy on January 12 – and the students will have to plan and facilitate this event as well.

Description of the outcome: The KaosPilots expects to receive input in the form of a report (or similar) on the research of target groups and how to get in contact with these (incl. concise description on organisations, institutions, educational institutions, companies etc of interest)

Further more the school would like to have an “easy to carry through” Marketing plan for how to promote the KaosPilots in the spring (from the middle of January) with the goal to have a significant higher number of international applicants for Team 13 (compared to last year).

Members

• Anna Lena

• Hannes

• Maria

• Jonas

• Stine

• Zulma

Customer

• Bjarne Stark
• Bo Blaabjerg
• (Christer Lidzélius)

Tasks

Timeline

• week 45: start of the project on Fri, Nov 11th
• week 46: in Oslo from Mon, Nov 14th to Thu, Nov 17th
• week 47: group B with Laila on Wed, Nov 23rd from 9-12
• week 48: Mon, Nov 28th class lectures, group A with Laila in Wed, Nov 30th
• week 49: no week plan yet
• week 50: deadline for project on Fri, Dec 9th

Activities

Resposibilities

Framework

Goals:

• 100+ international applicants 2006
• Ever-increasing # international applicants
• Increased coherency between student expectations and school delivery

Means: (assignment)

• Defining target groups
• Media usage proposal ('marketing plan')
• Berlin workshop

Initial research:

• Previous projects related to KP branding

• Target groups (get material from previous research & perhaps supplement)

• Recruitment channels or 'marketing media' (get data from applications)
  • International students from the last 3 years dividing into Scandinavians and others
  • Non-admited students
• Projects with ambitions resembling those of the KP
  • How do graduated students relate to the organization
  • What have we heard of them
  • How many international students
  • Length of education
  • Working languages
  • Costs
  • Alumni relationship towards the school.
  • Successful alumni network

examples of international schools:

• European http://www.euv-frankfurt-o.de/index_en.html

• Fabrica http://www.fabrica.it/

• Interaction design institute http://www.interaction-ivrea.it/en/index.asp

• University of the arts (central Saint Martins) http://www.arts.ac.uk/

• Humanist Project Semester, University of Oslo http://www.uio.no/studier/emner/hf/ikos/HUMPRO3000/ Well, not international school, but new, academic project education

Data analysis and interpretation:

• Coherency check with our own experiences/knowledge
• Brainstorm: what could potentially change the statistics?
• What can the KP learn from other similar projects as well as established institutions?

Target groups:

• General student categories/profiles
• Identify the middle man
• Companies
• Educational institutions
• Other organizations

KP prospective student profile

Since the school doesn’t possess data from previous years, we intend to gather information from:

Interviews

The purpose of conducting this interviews is to get an overview of How people relate to the organization, their general impression of the organization, perceived identity, perceived potentials, perceived areas for improvement. Taking into account the time constrains we want to concentrate on the possitive data to try and maximize the existing potentials.

1. Drop out students
2. Students that didn’t accept the KP offer
3. Previous KP involved with the organization
4. non KP - Staff
5. External people involved with the organization (middle man)
6. Media coverage journalists (for later)

Questions

• Questions / groups	a	b	c	d	e
  1. What attracted you and how did you get to know about it?	x	x	x	x	x
  2. when do you tell people about the school, why, to whom, what do you say.	x	x	x	x	x
  3. Do you see a potential future in KP?	x	?	?	x	x
  4. What would you change, how and why?		?	x	x	x
  5. What should we keep unchanged?	x		x	x	x
  6. Do you like the KP name attached to your name?	x		x	x	x
  7. how would you brand the KP? – one word.			x	x
  8. what made you reject the offer, what are you doing now?		x
  9. do you feel a KP, or you feel you work for KP				x
  10. what made you quit/what would have made you stay?	x
  11. Wwhat makes you return?			x

Initial observations

From an initial brainstorm without possessing all the relevant data this is the profile of the KP applicant:

• People that have drop out from university (subjects such as sociology – psychology)
• People from one year education
• People that have been travelling (backpackers)
• People that have been involved in voluntary work
• People that have been to the army
• Latin American divorcees

Existing data

• We have also looked at the information from the students applications

Most efficient marketing media: (with constituents for success)

1. Current & previous students

1. High level of educational satisfaction crediting the schools performance, not only concept
2. Elevator pitch
3. Ambassador toolkit

2. Internet

1. Website
2. Project websites/blogs/wikis
3. Search engines

3. PR and Branding (Identity strategy for the school) 4. Events

1. Outposts
2. The Berlin workshop etc.
3. Student projects (could always have an explicit component of KP marketing)

5. Advertising

Identified roadblocks for successful marketing & suggested remedies:

• Confusing and inadequate website information
• Theoretical fragmentation, fluctuating pedagogical quality, and lack of educational continuity
• Lack of accessible project documentation
• No organized alumni network
• No proper documentation (e.g. application forms from non-admited applicants)

Branding? or Maybe just urgent marketing strategy?

Brainstorming summary 30 Nov

RESOURCES

• students
  • brain storming
• physical library
• on line forums
  • alumni
  • general
• data base
  • internal
  • external
    • prospect students
    • clients
  • tool box

SPONSORS AND PARTNERS

SPIRIT/CORE TENANT

• KP students are not competitive are supportive of each other
• Alternative to University
• Proactive
• Real world
• Compassion
• Playful
• Risk taking
• Balance
• Street wise
• Involve
• Evolve

PUBLIC RELATIONS

• Bi anual magazine
• Making cooperations
  • flicker
  • yellow arrow

EVENTS

• Parties
• Naked People
• Open lecture

WRITTEN MEDIA

• journalist as guests
• magazines
• go cards

WEB

• contests
  • poetry
  • photography
• blogs
• games
• Open lecture
• World map
  • past
  • present
  • future

BRANDING AND MARKETING FOR ADMISSIONS

WEB

• games

WRITTEN MEDIA

AMBASSADOR TOOLKIT

• punch your problem
• how to make ten spectacular events
• gadgets
• personal stories
• dvd
• info about KP
• games
• puzzle
• kp soudoku

EVENTS

• admission workshop
• canne, monte carlo, artbasel

Berlin Event

• Danish embassy in Berlin ("http://www.daenemark.org/")

• Swedish embassy in Berlin ("http://www.swedenabroad.com/pages/start____15445.asp")

The ambassador is Carl Tham a former socialdemocratic minister for education. He is a good guy and I assume that he's interested in the KaosPilots. I have a friend that knows him. carl.tham@foreign.ministry.se

connections

• performance artist Iepe Rubingh, from Amsterdam but he lives in Berlin since many years. ("http://iepe.net/")

• My Swedish friends Forss, Borg and Elias Raam are all released at a record label called Sonar Kollektiv. Their most famous band is Jazzanova whih some of you might have heard about ("http://www.sonarkollektiv.com/").

• Joachim Stein, graphic desigher and artist, with a lot of connections. This is his company ("http://dg2.de/")

• Alexander Eger, cameraman I met 5 years ago. We spent some times in bars and clubs.("http://www.mediacityberlin.de/mcb/listing.wf?type=2&rid=2000&cid=28508172")

• comic stills database ("http://www.comicstills.com/ comicstills"). contact person is

• Norwegian art group and a club in Berlin, ("http:/www.projekt0047.com/")

• Linda, a girl with Polish background. She lives in Berlin and is Eric's ex-girlfriend. She studies art. work linda@proptronix.com home golonko@gmx.de

• Sven Ehmann, a super connected guy organizing meeting-of-minds and conferences with interesting people. His adressbook should be ours.

work s.ehmann@die-gestalten.de home ehmann@filesharing.de

• Katja Strøm Cappelenfrom team 11. She has been a lot i Berlin and working with organizing inspiration journeys to the architecture in Berlin. katja.cappelen@kaospilot.dk

Notes FromMeeting 11/11/2005

SWOT-Analysis

made by the whole team prior to dividing in groups

please add thoughts!

strenghts

• we have people from other cultures
• availability
• experience with advertising a difficult product
• we are KP
• it's relevant since we are the international team
• raising awareness about something we believe in
• we know more than we think about KP
• we have knowledge and resources about Berlin within the team
• good "coaching" from customers
• we are the latest addition to KP and we also shape what KP is
• Uffe
• to brand ourselves
• Berlin
• take KP to the next level
• that we are the international team
• the suppert from the KP - it's right around the corner
• openess towards crazy ideas
• this is one step to becoming international
• relevance
• contacts to the embassies

opportunities

• to be asked to create something similar later
• the start of building a network in Berlin
• cool brand with lots of opportunities and contacts
• Berlin task
• being KP ambassadors
• shaping the future of the school
• being part of shaping the organisation
• coming to better understanding of what KP actually is
• influence
• impact
• discussions over big questions and issues
• to get to know more about the school
• make all the talking into actions
• could get to work with Trond Blindheim
• creating a stronger international profile
• 2 tasks in 1 project

weaknesses

• KP is not an external customer
• will always get people that disagree with conclusions
• thinking that chaos will always lead somewhere
• Berlin is quite close to Denmark - is that truly international?
• low budget for bis task
• we know less than we think about KP
• too much KP all the time
• how willing are the LP assigners to listen to change?

• that we actually are already KaosPilots

• staying in the bubble
• little networking
• Berlin - do you chose KP or berlin or what?
• the assignment is very wide
• tcan be difficult to apply it on all of Europe when the focus is on Berlin
• they will get us to work for free
• we are newbies at the school (can we brand it?)
• that the task is not so well defined
• that you focus on Scandinavian embassies in an international context
• will we get enough feedback that we can use?

threats

• Uffe
• the school knows a lot more about this than we do?
• that it doesn't feel real
• implementation in the organization
• not being able to seperate school and work
• that people choose it because of the Berlin task and forget the wholeness
• get tired of our organisation
• too many creative minds working in the same way and methods
• not enough people from outside, where is the diversity?
• pre-defined outcome from KP's side
• the organization that exists tosay
• not being objective
• Berlin task is during christmas vacation
• to be stuck in discussions about KP
• lack of seeing the bigger picture because we are so included in the KP

first brainstorm and preject

I copied some from Nico's slides. We have talked about some of this already, but still this could be important "food for thought" before our next meeting:

Preject and goal clarification

• Need (Is there a real external need? How can we make a difference? What is the background?)
• Background (Surroundings? Market? Competitors? Technology? Political signals? Intuition?)
• Idea (What is the basic idea? How do we achieve added value? The oblique angle/story?)
• Vision (Short power sentence that tells us why we are here, what we dream of and our role in society)

• Purpose (What do we want to achieve in short & long term? (more specific than a vision) Win win win?)

• Principles (What are the underlying principles?)
• Value platform (What values are reflected by the project, the employees, etc.?)
• Dynamic goals(What should we do? Why? What is the point!?)
• Team (Why am I here? Who are you? What do we want? Roles? Interested parties? Network?
• Success criteria? Learning goals? Resources? Competencies? Challenges?)
• Rules of the game (How do we want to communicate? Decision processes?)
• Project metaphor (A common picture of the project’s complexity and its challenges and potential)

And here are some notes from the first meeting:

• Institutionalize human (student) resources.
• Ambassadors. The travelling project tool kit. Reach out.
• Elevator pitch
• Who is KP for? Rich kids?
• Use weaknesses as strengths... Can the internationalisation process/project be used in branding?(Workshops etc)
• Outpost as basis for workshops for reaching new students?
• Use what is there!
• Two basic frames? Internal KP politics and external promotion.

...Perhaps someone with more know-how could outline the model-sketch here?

• What is/are the target group/s? Who do we want to be at the workshop?
• Industries that might be of interest.
  • Television (MTV germany) Entertainment (Sony Pics) Restaurant Music Universities Night scene Tourist (Hotels, Airlines) Design shops

GENERAL OBSTACLE WE FIND ABOUT KP DURING THE PROCESS

Lack of documentation

• student applications
• student resources

Information problems

• e-mail
• mouth-to-mouth
• wiki
• KP archive
• resources

IDEA CATALOGUE

Presentation for Bjarne

The film project

Berlin workshop

• content
• contacts
• event?

Ambassor Toolkit

• concept
• ideas to put in the toolkit
• prototypes
• security folder on airplane

Admission workshop

• more specific questions
• digitalize applications - to put inton a database
• electronic flyer (strategy, why and how to improve the flyer)

More international applicants for team 13

• focus on some countries
• focus on selected cities - London, Berlin, Rotterdam, Barcelona?, Prague?
• coordinate with KP I

KP Branding Strategy

• the logo
• a plan?
• website improvement
• comic strip

Website

Events

• naked people
• turn everything an event
• open lectures
• 24h mission

Final report