OutreachAMS Office of the Vice-President, External Affairs

“The single biggest problem in communication is the illusion that it has taken place.” -George Bernard Shaw

Introduction Difficulty with External portfolio is student outreach and bridging the gap between issues and the students they effect Outreach to students on external issues, sporadic, lacking consistency Few means for students to interact with issues Very little available information on the “external priorities” of students

Not just a tool, but a holistic engagement strategy Provide future VPX’s flexibility, and cut down on expenses related to website development/design/outreach tools Integrate deeper with campus communities, provide a central communication point for students on post-secondary issues Engage with the broader UBC community, including faculty, staff, alumni, and residents on campus priorities in a more direct manner Concept

OutreachAMS Web- based/CRM Component ADVOCOM Direct Engagement

Established to replace External Commission in March 2013 Works with the VP External on potential advocacy campaigns and initiatives Comprised of six members at large, and staff members of the VPX ADVOCOM

OutreachAMS Concept came in mid-2012 out of the Comms. Review, aimed to target interests and needs of students CRM/Web based on NationBuilder non- profit platform Bid process tendered to cStreet Campaigns out of Toronto, Ontario Constructed over a 6 month period

System Requirements Cost effective (brass tax within our price range) Flexibility to run various campaigns simultaneously Deep social media and user integration Able to categorize student interests (“tagging”) Able to communicate through other mediums (text message blasts, blasts, social media campaigns) Significant analytics capability Central management, ease of use

CAN DO Deep social media integration Basic surveys Text message petition signing, text blast campaigns blasting “Points” based Faculty/Group integration Expand through open API Track usage, interest of particular issues

CAN’T DO Robocall: feature disabled Detailed surveys – tool/results limited, fixing Replace a good ground game Automate functions Outside access to contact database

Direct Engagement Elections are won and lost by the quality of a ground game Direct, conversational engagement provides greater buy-in from advocates Consultation events, livestreams, info events Office hours off-site Campus canvassing (using OutreachAMS)

As A Strategy Structure for developing action Cyclic, four stages of development Can be modified year to year by future executives, but provides a basis to build off of

“Finally, strategy must have continuity. It can't be constantly reinvented.” -Michael Porter

Step 1. ADVOCOM Takes policies passed by Council and determines what direction to take from an advocacy standpoint Campaign concept developed with commission, including metrics, goals, and messaging Campaign presented, approved by ADVOCOM Staff begin implementing campaign (OutreachAMS and direct engagement)

Step 2. OutreachAMS Content from ADVOCOM worked into the online system, uploaded, and linked Petitions, information and “tags” developed, as well as pre-programmed social media events Using contact database, students contacted about campaign, system registers activity, produced quantifiable responses to issue

Step 3. Direct Engagement Campaign being pushed by OutreachAMS, direct engagement events scheduled by staff Executive/engagement team canvass Consultations, information events held Executive office hours outside of the AMS offices Presentations and open houses for all student groups and clubs

Step 4. ADVOCOM ADVOCOM reviews effectiveness of campaign, results, and evaluates completion of metrics Report provided to VPX on results Provides suggestions to help improve campaigns (ie: new messaging, event concepts, etc.) Process repeated

“However beautiful the strategy, you should occasionally look at the results.” -Winston Churchill

Next Steps Advocacy guidelines – in development 2 nd campaign launch, The Walking Debt 3 rd campaign launch, pending Staffing ADVOCOM – in progress Phase 2, 3 rollout – API apps, survey tools Campus engagement audit – January/February

Questions?