Wikimedia Foundation/Communications/Wikimedia brands/2030 research and planning/nl

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As part of the Wikimedia Foundation’s planning to support the Movement Strategy, the Communications department is conducting research on the state of Wikimedia brands.

The goal is to understand the wide system of Wikimedia project brands (names, logos, perceptions) in 2018, and examine what could be improved to support Wikimedia 2030. The outcomes of this research project are a "brand report" and a “brand strategy.” In 2019, the Foundation's Communications department is sharing the project's outcomes (research and strategy) for review with Wikimedia community members. Our goal is to collect feedback from more than 80% of affiliates and as many individual contributors as possible before developing next steps including any Wikimedia brand changes. This Community Review will run from February to May 2019.

The project in brief

Objectives

Clarify and expand Wikimedia and Wikipedia brand architecture to help us reach the objectives outlined in our global strategic direction.
Develop messaging guidance to grow public perception and support to achieve our vision in its true and global sense.

Target audience

Internet users
- With particular focus in emerging internet markets
General public
- We’ll need to evaluate how the Wikimedia brands continue to relate to any/all humans

Deliverables

Brand research and positioning analysis
Brand strategy documents
Brand voice & messaging guidelines

Timeline

Planning: March - May 2018
Project kick-off: June 2018

Phase 1: Research

Research reviewed: July 2018
Research completed: August 2018

Phase 2: Strategy

Strategy drafted: September 2018
Strategy complete: November 2018

Phase 3: Activation examples

Messaging drafted: December 2018
Messaging complete: January 2019

Participants

Gemeenschapsadviseurs

Consulted at Wikimania 2018 and throughout project stages

Abraham Taherivand
Jan Apel
Subhashish Panigrahi

Foundation staff

Zack McCune - project lead
Heather Walls
Jorge Vargas
Charles Roslof
Nirzar Pangarkar
Margeigh Novotny
Guillaume Paumier
Ben Vershbow

Communications Department support

Lena Traer
Blanca Flores

Strategic partner

To support our work on brand research & strategy, we are working with an organization called Wolff Olins. Wolff Olins specializes in brand research, positioning, strategic development, messaging, and design. They will guide the overall work for this project, organizing and completing key original research, workshops, positioning, and messaging guidelines.

We chose to work with Wolff Olins due to their considerable expertise in working with human-focused non-profit brands including the Metropolitan Museum of Art in New York City and Amnesty International. Their proposal for this project fit our needs for original inquiry, strategic planning, and new international growth better than all other prospective partners. We are thrilled to be working with them.

Previous research

Progress

maart 2018

Defined project scope
Developed project brief
Contacted 8 potential international brand research & strategy partners
- Criteria: Proven experience working for large companies (non-profits and knowledge orgs preferred) across languages and culture
Requested proposals and prospective project costs

april 2018

Reviewed responses from 6 agencies
Selected 2 top partners for final review
Developed project team

mei 2018

Selected international research & strategy partner: Wolff Olins

juni 2018

Developed project scope and timeline
Set 7 nations for "brand perception" research (Nigeria, India, Mexico, Egypt, China, USA, Germany)
Partner conducted 10 kick-off stakeholder interviews
Partner hosted "Brand Immersion" workshop at Wikimedia Foundation office in San Francisco

juli 2018

Conducted 7 interviews with Community Leaders at Wikimania (representing Nigeria, India, Mexico, Egypt, China, Germany)
Conducted 4 interviews with members of the Board of Trustees (including Board Chair and Jimmy Wales)
Hosted "brand immersion" workshop with members of ComCom and conference attendees
Introduced research team to Wikidata product team members

augustus 2018

Completed brand research with 150 participants in 5 languages across 7 nations
Hosted second brand workshop at Wikimedia Foundation office in San Francisco with remote participation from Germany and Jordan
- Reviewed brand research
- Examined brand positioning
- Discussed 3 potential "playgrounds" for how the brand could be further developed
Project team shared potential "playgrounds" with their colleagues/departments for further comment

september 2018

Hosting third brand workshop at Wikimedia Foundation office in San Francisco with remote participation from Germany and Jordan
- Reviewing first draft of brand architecture and positioning

oktober 2018

Hosted fourth brand workshop (remote) to review second draft of brand architecture and positioning
- Shared draft strategic recommendations (architecture and positioning) with Executive Director and Board chairs for feedback
- Agreed to share "final" brand strategy suggestions at November 9 Board meeting

november 2018

Presented brand research and strategy findings to Board at November 9 meeting
- This 90 minute presentation included discussion of brand history, importance of project identities, and recommendations for how to continue project with broad consultation of Wikimedia communities
- Also had chance to present brand research and strategy findings to members of the Movement Strategy core group

december 2018

Began planning for 6-month community consultation and alignment

januari 2019

Began working with Community Relations in the Foundation's Community Engagement department to finalize consultation planning
Developed consultation plan to reach more than 80% of affiliates over the next 4 months, including brand presentations and interviews at Iberoconf, Wiki Arabia, Wiki Indaba, and the Wikimedia Summit in Berlin
- Comments, notes, and directions will be collected at Communications/Wikimedia brands/2030 research and planning/community feedback
- Questions and comments can be directed to new project email alias brandprojectwikimediaorg

februari 2019 – mei 2019

Collected community feedback on-wiki, in events, and from affiliates
Summarized findings at Community Review results

Reports & Outcomes

A report on the understanding of Wikimedia brands (including Wikipedia and other projects) among internet users in 7 international markets. As part of the Wikimedia Foundation’s planning to support the Movement Strategy, this report is meant to guide future Communications work to introduce and invite new participants into the Wikimedia Movement.
A brand strategy proposal for reaching our 2030 goals.