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The Blank Show at GPTW/Ragan

The evolution of The Blank Show at Teach For America
by

Internal Comms TFA

on 1 October 2012

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Transcript of The Blank Show at GPTW/Ragan

About Teach For America How things got started Video was good, live video was really good The one-page vision document The show!* • informing, celebrating, inspiring
• pushing our internal brand
• growing an esprit de corps What do we talk about behind the scenes?
• diversity
• who should the guests be
• narrative
• wardrobe
• segments, and how long
• feedback from the audience
• tone/feeling of the show The nitty gritty One day, all children will have the opportunity to attain an excellent education. 9,000 corps members (teachers)
30,000 alumni 1700 staff
43 regions our internal brand:
"smart, serious and professional" President: Couple from me too – wendy, you can skip except for one question:  should we write the rest of the OC’s names as co-authors to your piece?  Or something else loosely of that sort?

CEO: think that might seem a little forced?  this said am fine with whatever.  could say By Wendy Kopp and the Operating Committee (?).  not sure that's better tho • 10% click-thru rates
• released every 3 months A couple epiphanies about video #1: watching video > reading a newsletter • richer media form
• brings people closer to the action • greater ability to convey tone, emotion
• brings people to life #2: they take a long time to produce our break: live video! • minimal production time
• unscripted
• interactive
• event excitement How do we inform people about our movement?
How do we celebrate our work?
How do we create a sense of unity?
How can we tweak our internal brand? Justin Fong
Teach For America
Vice President, Internal Communications
justin.fong@teachforamerica.org
@jgfong The change management process and one of my favorite words: PILOT being honest about what wasn't working
getting buy-in from senior leadership
getting people to watch the show • energizing our people
• creates excitement about our work
• liberates people to laugh more
• broadens understanding of our work Technology: Livestream vs. WebEx Equipment
Low-end: $300 camera + laptop
High-end: $3000 camera + tower desktop + $300 lights + microphones Livestream advantage:

cost - $350/month
quality - A/V sync, HD
features - chat, produced videos
ease of use - custom URL, password Manpower:
• 2 co-hosts
• 1 guy behind the camera/computer Time commitment:
• ~10% of my job
• ~20% of my associate's job
• 1 hr prep + 1 hr show for co-host
• 20 mins prep for each guest Costs:
• mostly: travel for 3 people
• overhead: equipment ($6,000 for us on high end)
• technology: $350/month How has it evolved? Building an audience • better programming: shorter segments
• regular segments: Blank Show Kids
• commercials
• produced video
• merchandise and branding • 50-60% tune in live, voluntarily
• regional offices host viewings
• buy-in from senior leaders • trailers
• making it inclusive
• schwag and give-aways
• constant exposure of the brand
• audience participation
• website • most of all...a great program What is it accomplishing? "omg goosebumps seeing people I've recruited on screen" "goodness, WHAT a way to end a long week!" "it was a beautiful mix of information and connection" "brought tears to my eyes and gave me the chills"
1) Power of internal communications to drive culture
2) We're just getting started - have learned so much
3) Stick with it - change takes time
4) We're having fun, you're having fun Lessons learned www.theblankshow.com
episode password: ragansas2011 *the trailer!
Full transcript