I’ve nearly always been on the outside looking in, a ‘creative’ on the outside who is commissioned regularly to deliver learning content – historically a great deal of video, interactive DVD and then online.
There was often an interesting difference between projects for internal audiences and how or whether they were well promoted compared to externally commercially sponsored learning that had to attract and retain a large audience. The internal projects got a fraction of the budget to promote it than that spent on producing the thing in the first place – often, by all accounts, the entire budget. This for better where the learning was integrated into the landscape of regular internal communications – the monthly video news magazine being typical.
Looking at it we came to understand that in the UK we are very good at making stuff, but not so good at getting the message out.
We used the ratio of 5:3:1 to suggest, for example, how £80,000 might be spent on an interactive and online project – say £50,000 on the design, writing, graphics and build, £30,000 to support it over a shelf life of a year or two and £10,000 to publicise.
In North America it went the other way.
Have a neat idea, but keep it simple and sweet – spend far more marketing it and then with audience engagement and from lessons learned improved the product and develop a relationship with the audience so that they keep coming back for more.
If curation is the way forward then the next step will be to draw on my experience as a visitor to countless museums and galleries, houses and castles – from the mishaps of a rainy day to the inspired and repeated visits to museum events. Does this become a journey through your mind? Is it any wonder that people who demonstrate extraordinary feats of recollection do so by pegging images to a journey through a familiar space? Might a way to prepare for an exam to create a temporary exhibition of your own?
- To plan social learning we need to know who learners become if we prime them in certain ways (mymindbursts.com)
- How is effort maintained when laziness is the course of least resistance? (mymindbursts.com)
- 5 Reasons Content Curation Needs a Human Touch (contentcurationmarketing.com)