An Integrated Campaign Proposal
<ul><li>What we knew : </li></ul><ul><li>• The Baldwin Promise scholarship can be awarded to any graduate of Baldwin Commu...
Target Audience: Students of Baldwin Community Schools Parents of the students Educators Community Leaders
Main Baldwin Challenges: <ul><li>Absence of a “college going culture”. </li></ul><ul><li>Average ACT are scores below the ...
Problems & Opportunities <ul><li>Problem:  The lack of a college going culture creates a community with low motivation to ...
What do we want to do? <ul><li>We want to change  attitudes   and  inspire   individuals to acquire a post- secondary   ed...
The message we want to deliver: <ul><li>We want to   reinforce   that college can  unlock   doorways and can  provide   a ...
The Creative Work
The Baldwin Promise Logo The tagline:  College 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! <ul><li>The creative inspirations behind this campaign stem from the imaginations of The C...
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Baldwin promise ppt

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Baldwin promise ppt

  1. 1. An Integrated Campaign Proposal
  2. 2. <ul><li>What we knew : </li></ul><ul><li>• The Baldwin Promise scholarship can be awarded to any graduate of Baldwin Community High School. </li></ul><ul><li>• 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. </li></ul><ul><li>• Funding for the scholarship is last priority due to most of the funding received already. </li></ul><ul><li>• The first scholarships were awarded to the graduating class of 2010. </li></ul>
  3. 3. Target Audience: Students of Baldwin Community Schools Parents of the students Educators Community Leaders
  4. 4. Main Baldwin Challenges: <ul><li>Absence of a “college going culture”. </li></ul><ul><li>Average ACT are scores below the qualified level for college preparedness, which is 19 according to the school district. </li></ul><ul><li>No Advanced Placement courses offered in high school.. </li></ul><ul><li>Low motivation of students to go to college </li></ul><ul><ul><li>Not culturally integrated </li></ul></ul><ul><ul><li>Resources out of reach </li></ul></ul><ul><ul><li>Fear of leaving “safe zone” </li></ul></ul><ul><li>No job opportunities available for graduates locally in Baldwin. </li></ul><ul><li>The jobs that are available in Baldwin have no requirement of a college degree. </li></ul>
  5. 5. Problems & Opportunities <ul><li>Problem: The lack of a college going culture creates a community with low motivation to pursue a post-secondary education. </li></ul><ul><li>Opportunity: Inspire and develop a college going culture by informing the community of the benefits associated with college. </li></ul>
  6. 6. What do we want to do? <ul><li>We want to change attitudes and inspire individuals to acquire a post- secondary education. </li></ul>
  7. 7. The message we want to deliver: <ul><li>We want to reinforce that college can unlock doorways and can provide a higher standard of living. </li></ul>
  8. 8. The Creative Work
  9. 9. The Baldwin Promise Logo The tagline: College is the key, unlock your future
  10. 10. Direct Mail: Parents
  11. 11. Direct Mail: Students
  12. 12. Outdoor: Billboard
  13. 13. Brochure
  14. 14. T-Shirt
  15. 15. Ambient Advertising
  16. 16. Social Media: Facebook
  17. 17. Website
  18. 19. Event: The Open Door
  19. 20. Promotion: “Unlock the Future” Raffle
  20. 21. The Media Plan
  21. 22. Thank you for this opportunity! <ul><li>The creative inspirations behind this campaign stem from the imaginations of The Creative Elements team. </li></ul>

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