RE:FORMSCHOOL | Digital Strategy Day 1

Volunteering for a public, group, not-for-profit project can always be a daunting task.  Besides the personalities, different ways of working, levels of commitment, access to resources and everything else, its sometimes difficult to get done what you need to in the amount of time that you have.  Over the next couple of days I am going to use this blog as a way to publicly capture some of our process, deliverables and results of our group effort in developing the digital and social strategy behind RE:FORMSCHOOL.  We kicked off just under a week ago with an initial walk through of the event space and overview of the idea and what we needed to accomplish over the next week and a half.

Hopefully what we accomplish will either inspire, inform or educate others out there who need a quick resource of how to make some shit happen really fast.  Ultimately this is a priority / largest impact / feasibility game.. And, at the end of the day, success lies not only in peoples abilities to lead and inspire, but also in the efforts of everyone who follow and pitch in.  The end product may not be perfect but the experience alone is worth every minute of it.  Enjoy..

DAY 1..

Social Marketing Plan | Draft V.1 | 09/30/10

Challenge: RE:FORMSCHOOL is a really cool project, but most people don’t get it until they are here..and see how crazy an idea this is..

Question: How can we explain what it is we are doing in a way that people care?

Strategy: Leverage everybody involved to drop little pieces of content that relate to their role within this project.  This means everyone involved from the inside of the project.

Idea: Capture, create and distribute small bites of content so that people can follow the bread crumbs, pick up the pieces and build a narrative based on their own experiences, which will lead them to the exhibition.

Rationale: Greater is the sum of all the parts, as no single separate effort is greater than the sum of a 1000 tiny efforts.  In return people will pick up the pieces that appeal to them and share with their followers what’s relevant.   This is a ground up approach.  PR will need to support by driving top down awareness through mainstream media articles and subsequent earned impressions.

Tactics:  (initial thought starters)


  • Drive hard to get local, regional and national press.  Icon just ran a promotion tonight for the media at the Morrison Hotel Gallery for Cannon promoting their new camera – it was an invite only affair.  Lets reach out to Icon an see if they can help with the press.
  • Draft a sick release and reach out to thrillist, onion, VF, etc.. every art and culture online pub..


  • Create a content aggregator to archive assets into a single stream so that artists can pull from


  • Create a RE:FORMSCHOOL place
  • Utilize the notes section to post assets


  • Talk to as many people as possible
  • Use Oct. 1 as #FollowFriday to increase the @REformschool followers, leverage personal networks
  • Have artists start dropping clues about what their installation is going to be like, have them tweet through the process, progress
  • Over the weekend ramp up anticipation and intrigue by dropping pics showing people and work in progress
  • Determine a final list of #hashtags and define their purpose – keep it simple (e.g. #REDU = actions, #RETHINK = Stats, facts, figures..) #hashtag everything
  • Think through contest ideas: Name this piece, respond by posting, recount your highschool experience by..


  • Create a check-in location for each gallery
  • Create a “hall-pass” award
  • Map the desired user flow by creating tips at each gallery
  • These tips can provide a brief tid bit of information about the installation and also drive people to the next room.
  • Partner with bakeries to give a discount to anyone who checks into their store in the future.

QR codes:

  • Generate free tags that drive people to the reform webpage, fb page or other page… May be able to get donation of tag from JagTag  to be able to send multimedia content to any phone in form of video..
  • Provide access to all digital assets – handouts, pamphlets, etc..
  • Create a map and stat sheet that is smartphone optimized so that people can get a lay of the land and event space
  • Codes on the map would trigger additional information about the installations and spaces

iPhone / / ustream:

  • broadcast daily clips that talk about what’s going on and how cool this thing is going to be.  Give sneak previews, capture drama, in small 30 sec sound bites..

Next steps:

  • team review individually and build on tactics – 9/30-10/01
  • regroup on Sunday evening to align, finalize, divide and conqueror – 10/03
  • get topline description on each of the galleries – 10/03
2 Responses to “RE:FORMSCHOOL | Digital Strategy Day 1”
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