Dylan’s Big Asks

Purpose – clarifying the Pop Up story

Resources – selling the Pop Up message

Assets – tools to communicate Pop Up

Products – new revenue streams for Pop Up

Purpose

The Pop Up Structure

The 4 Pillars

Communicationthe voice, expression, confidence,understanding, learning,

Creativityparticipation, innovation, experimentation,stimulation, imagination

Delightexperiential, surprise, play, escapism,adventure

Transformationimpact, emotional, empathy, fulfillment, journey

The 4 Participants

Artistsauthors + illustrators

Young People

Families

Communities

Purpose

The Pop Up Vision

Vision: EVERYONE HAS A STORY What we do: Pop Up creates storytellers, giving young people the confidence to express themselves and connect with others.  Why we do it: Delighting, uniting and transforming young people and families, to create a positively empowered community. For schools: Pop UP introduces authors into schools and matches artists to families to ignite imaginations through storytelling, whilst improving communication skills and emotional development.  For communities: This is realised on a city scale through the Pop Up Festival, which brings schools, families and communities together under one roof to share in the delight of a good story. For businesses: Storytelling helps to evolve an organisation’s collective narrative, bringing people closer together, clarifying purpose and empowering people in their roles. This dynamic form of communication motivates people to get involved, resulting in a greater number and quality of ideas.

Resources

The Pop Up Storyboard

The overall core elements are Everyone has a story: A kids experience trough POP UPA process of Transformation(The heroes Journey) Before pop up, Pop up, After Pop UpStory Readers Storytellers Story-makersPassive consumers Learning The tools of the trade Activated From Left to Right:We are living in a world which is flat in a paradigm way of thinking. Kids are brought up in a world where we "know" most things. The magic is gone. Kids are told how to behave, to think and so on. Imagination lives around the corner but out of reachThe kid/teenager are passive consumers of literature, stories, television. They know its there but are not in touch with it actively. They feel something resonating in they're "chest". They live on a flat piece of paper which is "real" dark, colorless, boring. Looking out the window in "flatland" into a dimension/realm out of touch. Something is there but its intangible. Kids having hard expressing themselves. Pop up. Kids are meeting authors. Being inspired. They're filled up with experiences and inspiration. Story telling tools. The tools of the trade. They learn the language. How to read/write. They're now lifted up from a flat piece of paper into the 3d realm of imagination. Therby "Pop up" or popping up. They are playing, experimenting, creating. They are now learning to become storytellers. After pop up. They have been opened up to the realm of creating they're own stories. They are now empowered with the tools they need now to create they're own stories. They are becoming the stories themselves. The vessel which stories can emerge. They are telling they're stories to other "flat" kids so they can pop up also. Stories creates communities. Humans are storytellers. They are learning the magic language of story telling. "Abrakadabra" (As i speak i create)

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Resources

Pop Up Promo Video

Resources

Brand Presentation

Everyone has a voice

Sometimes that voice isn’t heard

Everyone has a story

Sometimes those stories aren’t told

Telling stories in words or pictures

gives people confidence.

Resources

Selling Pop Up to Businesses

SWOT Analysis: Reaching Businesses

Strengths Weaknesses

OpportunitiesThreats

Dynamic and unique organisation- With a background in working with children, the consultancy will always be fresh and exciting.- No one else is using the art of story telling across different art forms in consultancy- Using authors and storytelling is an experience, not another workshop

- Taking a completely new product to market: a harder sell- Will the work be received well by a potentially cynical adult audience?- Is there enough time and resource in Pop Up to create a completely new programme for Businesses?

- Brands increasingly want to communicate morals and be meaningful: stories bring clarity and authenticity.- By using Pop Up, businesses are supporting wider Pop Up initiative that can be built into their CSR- Play in the workplace is very zeitgist- Should create great word of mouth when it kicks off: lost leaders?

- The recession: companies are scaling back on non-essential spending- Businesses not taking story telling seriously- Competition: improvising and theatre etc. tried, testing and safe

Brand Guidelines

Pop Up is playful, adventurous and delightful

Pop Up is serious about transforming lives

Pop Up is immersive, empathetic and there for you

Pop Up talk to others in stories: be it illustration; a story arc or choice of language.

Messaging Strategy (1/2)The customer problem and solution in a nutshell?Everyone has important stories they don’t know how to tell, internally and externally; Pop Up can give your employees skills to enhance innovation, articulate themselves and build communities.

What is required?A B2B direct marketing campaign

Budget?Based on projected income and resource - assumed small

Timing PlanNot sure - decided by Pop Up: probably three flexible phases 1. experimenting and testing the market 2. Review and change 3. Big push to launch

What is being sold?Communication consultancy with a delightful twist: engaging adults in children’s stories and story tellers to equipt employees with a powerful new skill set

How is Pop Up currently being advertised?Not currently being advertised to this audience, it’s a new servicePrevious work has come from personal networks

Messaging Strategy (2/2)What is the brand idea?Playful and delightful with a serious mission and vision. All external communication to be told in a story-like way where possible.

Who are we talking to?1) Whoever looks after training and development: HR, CEOs in smaller companies2) Marketing departments to help them tell their stories3) Innovation departments /ideally any department to ignite creativity and change in the workplace

What do they think before receiving the communications?Storytelling is for children and artists

What do we want them to think after receiving the communication?Storytelling is a powerful tool that can transform businesses in many ways

What do we want them to do after receiving the communication?Contact with Pop Up to ask to hear more about how what they can provide

The PropositionEveryone has a story to tell, Pop Up can ignite your story and give you a powerful new skill set.

Communication Channels Available1) Website, Twitter and facebook: - What is the role of each channel?- Website pages, content and adverts on the site to promote business services and sponsorship opportunities- User journey and calls to actions for the above

2) The Guardian: as well as editorial, there is an opportunity for a giveaway in the Saturday paper, giving readers a taste of what Pop Up can offer them.

Giveaways could include:- A book on story telling skills and games (could be a series: for children, families and adults)- A poster that families can put on the wall which they build stories on together;

3) Other brand and media partnership contra deals and their networks

4) Blogging network: depending on campaign - will probably be relevant for more than one audience and therefore need more than one press release

5) Word of Mouth: give clients incentives and materials to tell your great story

Use of channels to be decided on brief-by-brief basis

I’m around to help out / chat when you start whenever - ring me for a chat or drop me an e-mail.

Ask me a silly question!

Caitlin0796 053 8910CaitlinIonaEvans@gmail.com

Resources

Illustrated Map of Kings Cross

Resources

Site map to take Pop Up website forward

Products + ServicesThe Story Spinner

http://www.goodforsomething.co/popup/

Products + Services

Products + ServicesThe Magic Pop Up Box

Helping Pop Up reach a wider audience.

Pop Up workshops in the home – literally!

Profitable, manageable and scalable.

Fun, creative, immersive experience.

Designed to allow family-led or independent use.

could include:

~ Magic cards – 20 postcards by artists and authors, each with a creative task

~ Membership to an online community with web codes to access online content like exclusive author interviews, with materials that complement and reflect Pop Up’s online presence

~ Inspirational material from the real world, demystifying the creative process

~ An invite to the next festival, potentially printed on the back of a postcard map

~ Pencils, pens and a notebook

~ Stickers, badges, puppets

~ Games, flip book, fold over stories

Future possibilities include:

~ Design, illustration, writing or family-led boxes

~ Working with specific publishers or books

~ Art materials supplied by a sponsor

~ Corporate creativity boxes

~ Different age ranges

Allot in a Box & Science kits cost: £12 to £15

Price point for the Magic Box should be between £10 and £15, depending on production and content decisions.

Box to be compostable and recyclable, all inks used are vegetable based.

Box: circa 50p to £1, depending on quantity and printing choicesPostage: 90p (based on 2nd class, stated dimensions, 250-500g)Content: TBC. Circa £1 for 20 postcards, 30p mini pack of pencils, 50p notepadTotal cost circa £3.20, profit margin circa £7

THE POP-UP EXPERIENCE

Using the power stories and the imagination to inspire and nurture organisations

Pairing ‘story makers’ with organisations

Products + Services

WHAT STORYTELLING CAN DOInspire innovation:Using stories to create disruptive experiences that help employees think differently

Enable personal and organisational development:Using stories to help enhance soft skills, empowering employees, enabling confidence in decision-making and nurturing the sense of community

Enhance marketing and communications:Using stories to enhance internal and external communications, exciting people about the brand / company story

BOOK SURGERY

A Drop-in check-up for employees to get a diagnosis and a book prescription of children’s books with Daniel Hahn

Text

CREATIVE COMMUNICATIONS

A workshop: playing with language and rhythm through a

multi-cultural perspective with

Michael De Souza

CREATIVE WRITING

A masterclass in building and structuring stories with Meg Rosoff

orHow to write and

illustrate a children’s books with Dylan Calder

third party opportunity via

HAPTIC EXPERIENCE

An audio-visual event: stepping into the world of paintings

with James Mayhew

SENSORY EXPERIENCE

An experience: step into a

thrilling world of vampires

TRANSPORT

Workshop: engage with stories in

different formats with Manga Shakespeare