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Outreach for ATAG 2.0

From Education & Outreach
Revision as of 17:14, 22 November 2013 by Shawn (Talk | contribs)

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Outreach Goals and Framework

Wayne and Sharron have completed reading the ATAG2.0 Document - it is extremely dense and we believe that reading it will be a formidable challenge for authoring tool makers and mega-distributors who we have identified as our major target audience. Since the goal is to provide documentation of authoring tool features that meet specific Success Criteria (SC), we propose using scaffolding as an outreach technique, providing informational supports to enable vendors to build on prior understanding of WAI Guidelines and to have a familiar way to relate to these new concepts. Some of those could be:

  • Create an Elevator Speech - the central message that will be the connecting thread for all other outreach. Related to Components and emphasizing that ATAG makes WCAG more possible.
  • Conduct Interviews. Make appointments with authoring tool representatives, distributors, and/or implementers. Ask questions in plain language that will help them understand if and how their tools meet the SC. Ask questions, prompt conversations aligned with ATAG Checklist, but much simplified.
  • Post Surveys. Create surveys that interpret the SCs in a way that target audiences can easily understand and respond Yes/No to with text input for detail
  • Outreach Page On WAI-Engage wiki (?) or elsewhere post a page with examples that demonstrate what it means to meet SCs
  • Other Activity please add your ideas and explanation here {name/date}

Outreach Proposal

In addition to promotion of the Promoting Components of Web Accessibility, there are specific outreach tasks needed as ATAG moves to Candidate Recommendation, which we hope will be in October 2013. When that stage is reached, outreach will focus on seeking implementations of the success criteria. This page proposes an outreach strategy as follows and seeks EO participants input of the outreach plan.

  1. Continue general outreach of the importance of the related Components (mentioned above)
    1. get from the Promoting Components wiki page the ATAG-relevant info and put it here as appropriate (e.g,. the A List Apart comment)
  2. [done in Sept] While public comments are addressed, review existing support documents for current relevance and accuracy.
  3. Prepare outreach and implementation requests for identified audiences
  4. Determine if additional outreach documents are needed
  5. Engage EO participants, WAI-IG, (and WAI-Engage?) in outreach effort
  6. Document outreach efforts within the wiki (and elsewhere?)

Continued General Promotion of Components

See Promoting Components wiki page. Is anything missing? Are there new ideas that you can suggest?


  • comment {name}

Review Existing Support Documents

Consider creation of new support documents

  • Elevator Pitch
    • DRAFT ATAG - the Authoring Tools Accessibility Guidelines - is a key component of Web accessibility. When the tools that authors use to create and post web content are themselves accessible to all and when they prompt for the inclusion of accessibility features during the authoring process, accessibility is facilitated. People who create pages and applications for for the web are empowered by tools that meet ATAG 2.0 to much more easily create content that conforms to WCAG 2.0. {Sharron, 21 Nov}
      • I think a main point is: when tools help with accessibility, it saves millions of developers work -- it's more efficient and effective for for the few 100(1,000?) tools to help with accessibility in order to lift some of the burden off the millions on content providers {Shawn}
    • I suggest these are blurbs that go at the top of the ATAG Overview and are used in promo material, but probably not a separate document. {Shawn}
    • comment {name}
  • Buyer's Guide
  • Creating Accessible Templates
    • (I'm not sure what this is and how it fits in EOWG work. I'm looking forward to brief analysis for us to consider before investing too much time on it :-) {Shawn}
    • We were thinking about cases such as WordPRess theme creators as I recall {Andrew}
    • comment {name}
  • comment {name}

Proposed Messages for Specific Audiences

[For EOWG Review] Is this the right approach? Does it include the spectrum of audiences we considered? Are the audiences accurately described? Is anything left out? Can some categories be combined? Is more definition needed? etc.

Audience Definition

Makers of Authoring Tools
  • Goal: Persuade authoring tool makers to share examples of implementation techniques and capabilities
  • Message should include:
    • Clear explanation of the submission process
    • How submissions will be evaluated
    • Benefits to tool maker of sharing implementations
    • Benefits to community
    • Other {name, date}
  • Suggested text: To Jeanne, what has been done by ATAG-WG to date? add text here {name, date}
    • comment {name, date}
CMS, LMS and similar
  • Goal: Raise awareness among makers of content management systems (CMS), courseware tools and learning management systems (LMS), content aggregators and persuade them to collaborate and integrate accessibility into their products and services
  • Message should include:
    • The importance of their role
    • alert them to their responsibility in the overall accessibility ecosystem.
    • Encourage them to consider ATAG and develop accessibility features in their products
    • Show them a clear pathway into into the submission and evaluation process
    • Encourage 2-way communication, including benefits to themselves and the greater community
    • Other {name, date}
  • Suggested text: {name, date}
    • comment {name, date}
  • Goal: Encourage them to understand the accessibility features and not override them or break ATAG conformance when implementing
  • Message should include:
    • Awareness of new accessibility being built in to some of these tools
    • Understanding of how to maintain those features in their implementations
    • Not to turn off the features in default installations
    • Other {name, date}
  • Suggested text: {name, date}
    • comment {name, date}
  • Goal: generate awareness among those with procurement responsibility of the power they have in the ATAG implementation process.
  • Message should include:
    • How procurement fits and is powerful
    • Responsibility
    • How their role is supported
    • Other {name, date}
  • Suggested text: {name, date}
    • comment {name, date}
Software conversion tools
  • Goal: heighten awareness among makers of software that converts documents to web pages of their responsibilities, persuade them to implement ATAG and share results.
  • Message should include:
    • This means YOU message (more gently said, like did you know that if...)
    • Call for impelentation examples
    • etc
    • Other {name, date}
  • Suggested text: {name, date}
    • comment {name, date}
Multimedia tools
  • Goal: Enlist support for ATAG from multimedia tool vendors
  • Message should include:
    • More narrow focus
    • emphasis on synchronized alternatives
    • raise awareness of existing supports
    • Examples
    • Other {name, date}
  • Suggested text: {name, date}
    • comment {name, date}
User Content
  • Goal: get web site authors to develop, implement, and share techniques for improved ATAG conformance on websites that let users add content, such as blogs, wikis, photo sharing sites, online forums, and social networking sites
  • Message should include:
    • Generalized focus
    • This means YOU message (but more gently said, like did you know that if...)
    • Examples
    • Other {name, date}
  • Suggested text: {name, date}
    • comment {name, date}
Other types of tools
  • Goal: General outreach, less specific to raise awareness and collaboration within community, including the tools listed in the glossary definition of authoring tools (or [ATAG Overview]
  • Message should include:
    • General focus
    • What is ATAG messaging
    • Explanation, pointing to Components
    • Other {name, date}
  • Suggested text: {name, date}
    • comment {name, date}
Accessibility testers
  • Goal: Get help in testing the implementation that are submitted
  • Message should include:
    • Call for participation
    • Clear explanation of how to qualify
    • Estimate of time commitment
    • Benefits to testing volunteers
    • Benefits to community
    • Examples
  • Suggested text: {name, date}
    • comment {name, date}

Suggestions for message approach, other audiences:

  • Suggestion {name}

Identify Specific Companies

Identify W3C member organizations and others who may be contacted for implementation requests. Where possible, identify a specifc person to contact. Possibly begin with Top Choice List such as:

  • Top 20 LMS
  • Top 10 CMS
  • Top 7 Authoring Tools
  • Additional suggestions:
    • Web page building tool used in K-12 education and elsewhere Weebly
    • Open Source tools - do we want to separate these from the commercial tools? {Andrew}
    • Accessibility testers - these will be key for checking local implementations/integrations
    • Maybe we start with W3C members that have CMSs {Andrew}
    • Suggestion {name}

General Outreach

In addition to targeted outreach, cast a wide net. Distribute the message of the need for implementations far and wide thorugh social media, blog posts, notices to listserves, etc.


Conference Presentations

Note: Contacts for promotion is an overall list. Let's put here only the ones that we will specifically target for ATAG. Suggest text or provide link:

Blog Posts

Suggest text:

  • Suggestion {name}



How shall we track outreach? (I started listing above. Does that work? here's an example of what we've done in the past) {shawn}

Miscellaneous Other Outreach Ideas

Please add to the plan whatever has been overlooked.