Date post: | 24-May-2015 |
Category: |
Education |
Upload: | inflight23 |
View: | 237 times |
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An Integrated Campaign Proposal
What we knew:•The Baldwin Promise scholarship can be
awarded to any graduate of Baldwin Community High School.
•The scholarship covers tuition up to $5,000 a year to any 2 or 4 year approved college or university in the state of Michigan.
•Funding for the scholarship is last priority due to most of the funding received already.
•The first scholarships were awarded to the graduating class of 2010.
Target Audience:
Students of Baldwin Community Schools
Parents of the studentsEducators
Community Leaders
Main Baldwin Challenges:• Absence of a “college going culture”.
•Average ACT are scores below the qualified level for college preparedness, which is 19 according to the school district.
•No Advanced Placement courses offered in high school..
•Low motivation of students to go to college•Not culturally integrated•Resources out of reach•Fear of leaving “safe zone”
•No job opportunities available for graduates locally in Baldwin.
•The jobs that are available in Baldwin have no requirement of a college degree.
Problems & Opportunities
Problem: The lack of a college going culture creates a community with low motivation to pursue a post-secondary education.
Opportunity: Inspire and develop a college going culture by informing the community of the benefits associated with college.
What do we want to do?
We want to change attitudes and inspire individuals to acquire a post- secondary education.
The message we want to deliver:
We want to reinforce that college can unlock doorways and can provide a higher standard of
living.
The Creative Work
The Baldwin Promise Logo
The tagline: College is the key, unlock your futureCollege is the key, unlock your future
Direct Mail: Parents
Direct Mail: Students
Outdoor: Billboard
Brochure
T-Shirt
Ambient Advertising
Social Media: Facebook
Website
Event: The Open Door
Promotion: “Unlock the Future” Raffle
The Media Plan
Thank you for this opportunity!
The creative inspirations behind this campaign stem from the imaginations of The Creative Elements team.