Client Contact
Mikey D. Centrella – Director of Product, Digital Innovation
Ulitimate Decision Makers
Ira Rubenstein, Chief Digital and Marketing Officer
Scott Nourse, Senior Vice President, Product & Innovation
Kristoffer Crosby, Director of Product, PBS Digital
Links to Key Resources
Brand Style Guide
Style guide provided by PBS Innovation Team
Shared Assets Dropbox
Folder to share documents, assets, and final deliverables
Overview
What is the project and why?
Portfolio site to share projects and products the the PBS Innovation Team has worked on. There’s currently no platform for the team to share their work.
Goals
Top Three Objectives
Showcase the research and development work of the PBS Innovation Team.
Build awareness of the PBS Innovation Team within PBS departments.
Increase collaborations with other PBS teams and partner organization.
PBS Innovation team
What do they do?
Experiment and build prototypes for new technologies to be utilized by PBS and their affiliates.
Drivers
Goals and Purpose of the Project
- Serve as a portfolio of past projects to provide documentation to grant funders
- To inform internal PBS departments of the Innovation Team and their research
- To update the perception of PBS among the general public
- To share research findings with member stations and other partners (CPB, NPR)
- To inform vendors of past research and future direction (like Workhorse)
Audience
Who is this project talking to?
Grant Donors
Need to see how their money is being utilized
Member Station Leadership + Other External Partners
Need to become aware of the Innovation Team’s work.
COMPETITORS
Who’s the competition?
Technically there is no competition but there are other analogous teams that are doing R&D. This team has a unique opportunity, in that R&D is not as well known in the non-profit media space.
What are they doing that we should be doing?
Documenting and sharing not only their work but their process. The goal of many “innovation teams” is to generate knowledge, not necessarily to create end-products. The way this is shared is with case studies, shortform writing (blogs), videos, and other ways that position the organization as thought leaders.
COMPETITORS
What should we be doing to differentiate ourselves from our competitors?
Embrace the non-profit and PBS brand. Leverage the well known characteristics and history of the organization to position your knowledge building as part of the ongoing story of PBS.
TONE
How should we be communicating?
We should be exuding confidence in our failures as successes, framing them all as building and sharing of knowledge. The PBS Innovation Team is a top-level team of experts within an organization that many believe is brimming with experts.
What adjectives describe the feeling or approach?
- Confident
- Neighborly
- Straightforward
Message
What are we saying with this piece?
PBS’s Innovation Team is the next logical step in the work PBS has been doing over the course of their existence–building and sharing knowledge with the public.
What should the audience takeaways be?
The PBS Innovation Team is researching, building, and utilizing the next generation of digital tools for the public good.
