CITIES THAT THINK AHEAD, STAY AHEAD. A creative communications campaign created for URBANISM NEXT by the Turnbull Communications Group
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Date
2017-12
Authors
Clements-Housser, Keegan
Cobbs, Timira
Haney-Jackson, Laura
Weadick, Skye
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
Today, the way people shop for clothes, order delivery, get around town, or even look for places to stay when traveling is radically
different from how people did those things a decade ago. Rapid technological advances in the areas of automation, e-commerce,
and the sharing economy are behind these behavioral shifts, and there's no indication that the stream of innovations around
these technologies is going to dry up anytime soon. If anything, it looks like things are just getting started, and what comes next
could not only change shopping habits or transit choices, but fundamentally change urban landscapes forever.
In this time of unprecedented change, Urbanism Next (UNext)-founded in 2016 as a project of the University of Oregon's
Sustainable Cities Initiative-fills a unique role. While several academic institutions have focused on various aspects of these
emerging and increasingly ascendant technologies, only UNext has taken the holistic long view approach. Instead of simply
asking "How can we implement these new technologies?" UNext asks, "What happens when we implement these new
technologies, and how can we educate and prepare urban communities for what comes after?" More than merely asking the
question, however, UNext aims to find the answers and share what they learn with the world.
This document exists to support that goal. What follows is a comprehensive one-year communications plan focused on
connecting UNext with professionals and leaders within the industries most affected by (and most responsible for shaping) these
technologies. In addition, this plan prescribes the steps necessary to not only connect with these professionals and industry
leaders, but to educate and inform them on the issues as well. A synopsis of what this plan includes is found below. For the sake
of clarity within this executive summary, this synopsis is organized according to J.E. Marston's (1963) R.A.C.E. model.
The Research material in this plan includes industry and media research, applied communications theories, target audiences,
and demographic information. It additionally includes a "Strengths, Weaknesses, Opportunities, and Threats" (SWOT) analysis,
as well as an overview of potential competitors and partners.
Description
94 pages
Keywords
e-commerce, Urbansim Next, urban communities, applied communications theories, communications strategies, automation, sharing economy, technology