Soon-to-be-named Laboratory

College of Journalism and CommunicationsUniversity of Florida

OPENED FALL 2010

21st Century News Lab

WHAT WE’RE TALKING ABOUT TODAY

‘A digital lab for strategic communications’

UNDER DEVELOPMENT NOW

‘A think-tank consortium for digital media’

The Center for Media Innovation + Research

The IdeaAn environment that allows students, faculty, and partners to study, develop, and practice the skills and qualities that will allow them to thrive and drive change in this ever-changing communication environment.

TimelineCommittee created Fall 2010

TimelineFall 2010: Brainstorming with committee, identification of and interviews with similar interdisciplinary research and teaching spaces who effectively cross the bridge between academia and industry

TimelineJanuary 2011: Partnership with Jason Meneely, Professor of the Department of Interior Design – College of Design, Construction, and Planning

TimelineFebruary and March 2011: Survey and Brainstorming with College of Journalism Faculty and Public Relations Advisory Council

TimelineApril 2011: Proposal submitted to faculty and Dean Wright

TimelineAugust 2011: Wall breaking ceremony, construction begins, team begins naming process with DeSantis Breindel

TodayFaculty, staff and students preview the space and offer feedback and guidance on proposed name.

FebruaryGrand opening, lab open for research, events, and classes

MissionCourageous innovators and collaborators

Engaging and strategic communications

Narratives and informed storytelling

To understand the tapestry of global audiences To reach with personalized interactive

communications

Transparency and accountability to which our fields have aspired

VisionScholars, teachers, and students write the future of engaging communication.

Collaborative environment

Create and examine new forms of content, delivery, and engagement to ultimately influence behavioral change.

An environment that inspires students and faculty to explore the opportunities created by technologies and connectivity

Stimulate creativity with physical structure that creates opportunity for multiple kinds of uses.

ResearchAddition of four new research and focus group roomsUsability studies, local 2.0, Think Tanks

Eight new research stations Shielded research, additional opportunity to conduct rigorous studies

• Connect and leverage the assets of the innovative new spaces in Weimer

• Foster collaboration between departments• Adopt a ‘teaching hospital’ methodology of

giving students real-world experience

‘Synovation Cycle’• A portmanteau of ‘synergy’ and

‘innovation’

‘Synovation Cycle’

This space 21st Century News Lab The New Newsroom

CONCEPTUALIZATION INCUBATION EXECUTION

• Taking a product, content or campaign through its lifespan emulating a real-world experience ‘in a box’

Naming Agree to a vision and mission

Naming Scan the field for ideas, inspiration, redundancy and watchouts

Naming Engage expert assistance

Naming Review names

Naming Solicit input from students and colleagues

Our Partner DeSantis Breindel

InspirationStudio 20 at NYU’s Carter Journalism Centerhttp://journalism.nyu.edu/graduate/courses-of-study/studio-20/

InspirationMIT Senseable Cities Lab http://senseable.mit.edu/

InspirationMIT NERD Labhttp://microsoftcambridge.com/Default.aspx

InspirationUniversity of Arizona, Hugh Downs School of Human Communication, Consortium for Strategic Communication: http://comops.org/

InspirationUniversity of Oklahoma, Advertising/Public Relations Agency: http://www.ou.edu/content/gaylord/home/main/newsroom/agency.html

InspirationUniversity of Southern California, Annenberg School of Communication, Strategic Communication and Public Relations Center: http://annenberg.usc.edu/CentersandPrograms/ResearchCenters/SPRC.aspx

AudiencesStudents

Faculty

Practitioners and partners in advertising, public relations and the media

Donors

Funders

Alumni

Functional CriteriaDistinctive and appealing: Project appropriate message and tone to target audiences

Functional Criteria

Non-limiting: Should suggest both a physical space and a new approach to media innovation

Functional CriteriaFocused on collaboration: Reflect the laboratory’s intended purpose of bringing people--and disciplines--together in a flexible environment from which new ideas can emerge

Functional CriteriaLegally Available: Ideally, the name should be able to be owned and protected as a trade name and service mark; availability of domain name may be important as well

Image CriteriaInnovative: The laboratory is about new ideas and even new paradigms

Image CriteriaPositive: This is an exciting time in advertising and public relations, as technology is changing how people and organizations interact

Image CriteriaEngaging: The laboratory will engage individuals and groups; it will also encourage cross-discipline engagement among different specialties, departments and sectors

Image CriteriaFuture-focused: People using the laboratory will seek to understand current trends and create ideas that will shape future trends

Styles of Names Descriptive (American Insurance Group)Dictionary (Gateway)Coined (Xerox)Arbitrary (Apple)Playful (Microsoft Nerd Center)Portmanteau (Groupon)

Name CandidatesAha! CoLabC-Lab The Collaboration ZoneCollaborative Media ZoneDigital SalonThe Hive

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The Lab

The Launch Pad

The Media Portal

Pop!

Pivot Point

Springboard

Synovate Lab

Descriptors and TaglinesThe Innovation Laboratory

A Place for Collaboration

Where People and Media Converge

The Place to Innovate and Discover

A Place for Innovation

Come. Stay. Collaborate.

A Place for Collaborative Discovery

Where New Ideas Take Off

New Directions in Collaborative Communications

The Collaborative Media Zone

The Collaboration Zone

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AHA!The Innovation Laboratory

Playful and positive Suggests discovery and breakthroughs

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CoLab A Place for Collaboration

A portmanteau of collaboration and lab Distinctive and visually appealing

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AHA!The Innovation CoLab

What we’re asking you:1. What are the strengths in this name?

2. What concerns you about this name?

3. If we use this name, how do you see yourself referring to the lab?

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AHA!The Innovation CoLab