The document describes a student project called "My Morning Story" that aims to collect submissions from people sharing snapshots of their morning routines through various media like text, images, video and audio. The project will compile these submissions into a collage to showcase a variety of individual morning experiences. It provides details on the concept, goals, target audiences, marketing strategy used on platforms like Twitter and Instagram, examples of submissions received, and results of the successful project which was featured on the ABC Pool website.

1. My Morning Story
Integrated Media 2, 2012
By Madeleine Rebbechi, Taylah Kleid,
Thomas Russell, Georgina Wills and
Kat Drutschinin

2. Concept
What’s the first thing you do in the morning? How do you take
your coffee? Are you always running late for the train? What
does your alarm sound like?
Whether it’s what you have for breakfast or the people you
cross paths with on the way to work, we want you to tell your
Morning Story.
Through text, images, video and audio, we want you to create
a snapshot of your morning ritual and share it with us via
email, Twitter, Instagram or ABC Pool. The end result will be a
collection of mornings; a collage of your daily experience.
1. An accessible idea
2. A chance for each contributor to tell their
own story
3. A variety of platforms
4. Across all media

3. Call outs

4. Platforms
Twitter: Call outs, promotion, links to submissions on Tumblr/ABC Pool pages
Facebook: Used mainly for call outs
Tumblr: Static call out, posting submissions in a collage-like format, regularly
updated
with text, image posts
Instagram: User generated content, curated by platform manager and posted on
Tumblr
ABC Pool: Collecting existing works into our project, posting multimedia
submissions, reaching out to a different/more varied network

5. Key audience
• Young people
• Confident and techno-savvy
• Intelligent and creatively inclined
• Short on time
• Possesses own laptop and smart phone
• Students, creative professionals
• Uses more than one social media platform

6. Marketing Strategy
• Facebook event call out: introduction/information
• Initial twitter call out, regular ‘reminder’ tweets
• Creation of hashtag #mymorningstory for twitter
and instagram
• Direct call outs for specific submissions, ie. text or
audio posts
• Reached immediate and extended networks through
word of mouth; approaching friends and peers to
submit their work

7. Submissions
• Submissions encouraged across all platforms
• Varying in medium, quality and theme
• Majority of submissions came via the Instagram hashtag
#mymorningstory
• Promoted submissions via Twitter
• One audio submission, from fellow student Tess Lawley, was featured
on the ABC Pool home page
• As a result, our My Morning Story project was featured on Pool the
next week

8. “Sonorous notes of spring envelope me as I wake slowly,
laconic from slumber. Shy rays of sunshine bathe my bed
spread with tepid warmth and I am instantly elated. The
covers are pushed back without trepidation and my feet
remain bare on floorboards warmed ever so slightly. There
has been a turn, a gear shift, a new path is paved towards
watermelon and sunshine.”

9. Curation
• Most submissions were posted on the
Tumblr page, with those of exceptional quality
being promoted on Twitter as well
• Tone of submissions was demonstrated
through example posts by group members,
‘inspiration’ sourced from other sites
• Face-to-face request for submissions proved
to be successful, with more of an investment
from the contributor
• Those specifically requested submissions
were generally more elaborate

10. Results
• Over 100 photo entries
• Dozens of text entries
• Audio piece featured on ABC Pool
• My Morning Story featured project on ABC Pool
• Final ‘collage’ curated via Glossi page

11. The Future: My Morning Mansion

12. The Future: My Morning Mansion

13. Thank you
Glossi: http://www.glos.si/mymorningstory
Twitter: @mymorningstory_
Tumblr: mymorningstory2012.tumblr.com
Instagram: #mymorningstory