Mgp Bootcamp2
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  • WOW – Your client has a helluva lot of demands. Think about Time. Scope. Resources. You need to put together a well engineered plan to solve their marketing challenge.
  • KNOW WHO YOU ARE
  • Strengths & Weaknesses are internal while the opportunities and threats are external.
  • Our people perish for a lack of knowledge.
  • This schedule will get blown out into an extremely regimented plan that will lead to the success of your project.

Mgp Bootcamp2 Mgp Bootcamp2 Presentation Transcript

  • The Marcus Graham Project
    MGP Brand bootcamp2009
  • What is The Marcus Graham Project?
    The Marcus Graham Project (MGP) is a leadership
    network with the intent strategically focused on
    building the next generation of ethnically diverse
    leadership in the media, advertising, entertainment
    and marketing industry. This is accomplished thru
    mentorship, training & development.
  • Who is Marcus Graham?
    Marcus Graham is a fictitious
    character in the movie
    Boomerang.
    He is likely the first mass-media
    image broadcast to the urban
    audience showing the possibilities
    In the Media, Marketing, &
    Advertising industry.
  • Areas of Focus
    Career Development
    Resume & Portfolio Development *
    Master Class
    Brand Bootcamp*
    Mentorship *
    Job Placement & Search Assistance *
    Industry/Consumer Research
    White Paper Development
    Research
    Sounding Board - Campaign Feedback
    Campaign Development
    Partnership with corporations & social change initiatives
    * Current activity
  • Overview of The Bootcamp
    The brand bootcamp’s primary purpose is to
    provide diverse aspirants in the field of
    advertising & marketing with the exposure
    and experience necessary to solidify careers
    within the industry. The camp takes a look at
    a current social issue and creates a
    grassroots media campaign around the topic.
  • 2008 Project
    Client: Rock The Vote
    Market: Chicago
    Program Elements:
    Viral Videos
    Radio Program
    PSA
    Event(s)
    Community Service
  • The 2009 Brand
    Your client, Broccoli City, an organic lifestyle brand is interested in
    expanding to new markets, starting with Dallas, TX. The client would like for you
    to develop a concept for an campaign introducing their brand into the market.
    The client is interested in developing a brand campaign inclusive of
    the following:
    pop up retail promotion
    mini-magazine prototype
    “green living” viral video campaign
    pilot for a radio show
    :30 PSA for the movement including production of original music and “celebrity appearances.”
    Mobile Application
    Web Campaign for Global Community Service Travel Partnership (Globe Aware)
  • MISSIONSTATEMENT
    The mission of BROCCOLI CITY is to promote
    good positive thinking and living.
    There is a critical lack of education in
    the urban and Hip-Hop community about
    the Green Movement. BROCCOLI CITY
    breaks all barriers and is the educating
    factor. We educate through blogging
    and hosting “green events” to generations
    that are eager to learn new trends,
    new things to help the environment and
    staying above that curve.
    Broccoli City is not just another company,
    “gone green”. We are trendsetters
    that help the earth, on action, one
    t-shirt at a time. We are by no means
    ‘tree huggers’ or radically preaching
    about the environment but we are leading
    by example. BBROCCOLI CITY is a
    way of life…emphasizing staying fly everyday
    but also being conscientious of
    our earth.
  • BROCCOLI CITY represents a diverse
    group of young urbanites who are practitioners of innovative sustainable development.
    BROCCOLI CITY celebrates
    the lifestyle of creative and stylish urban
    consumers across the world through initiatives in Los Angeles, Atlanta, Washington DC, New York and the World Wide Web. Our online & video content, organic street wear, and events promote a fresh perspective on the Green Movement.
    BROCCOLI CITY is not a fashion statement;
    it is a way of life.
  • First Assignment
    Individual: Define Yourself (choose one image and three words)
    Additionally conduct a SWOT analysis for yourself
    Strength, Opportunity, Weakness, Threat
    Team: Form your agency team
    Brand Identity
    Capabilities
    Team
    Portfolio
    Additionally conduct a SWOT analysis for the team
    Strength, Opportunity, Weakness, Threat
    Due Date (1st Round 6/15 & Final Presentation 6/23)
    Presentation Format: Power Point
    Materials to review:
    How To Be Black And Get A Job in The Advertising Business Anyway),
    Why I Started A Small Ad Agency Article (http://adage.com/smallagency/post?article_id=137148)
    Must seek prior approval to submit presentation in alternate format, request must be delivered in writing
  • Next Assignment
    Research Project >> Empower Yourself
    What color is green anyhow?
    Team: Immersion Sessions with client, Green Dallas & EPA
    Consumer: Study into the knowledge on what “going green” means to the target audience
    Conducted via Twitter, Man-on-the-street videos & Focus Group(s)
    • Key Mentor(s): Culture Lab
    • Research Report Due: 6/29
    • Presentation Format: Power Point
    Must seek prior approval to submit presentation in alternate format, request must be delivered in writing
  • Schedule
    * Dates subject to change
    June 15 (week of) – Client Download on Assignment
    June 18 – Green Immersion Session (Green Dallas & Environmental Protection Agency Spokesperson)
    June 22nd - August 1st – Campaign Development
    June 22nd – WFAA Visit (Production & Media Sales)
    June 23 – Imaginuity Visit (Digital Ad Agency & Social Media Landscape)
    June 25 – 27 – Vision & Dreams Conference (Potter’s House)
    June 30th - First Round of Concepts due (White Paper)
    July 10th – Putney Swope Dinner & A Movie Night (New Flower Project/Love Fit Food)
    July 11th – Save Hip Save The World
    July 14th - Second Round of Concepts due (Revised with Pencils/Visuals)
    July 21 – Final Round of Concepts due & approved (Layouts & Story Boards)
    July 22 - Concept Development
    August 3rd (week of) – Concept Presentation Development
    August 11th - Final Presentation of concepts to client group
    August 15th – Kick Off Party
    Dates To Be Confirmed:
    • Moroch Visit
    • TL Visit
    • TPN Visit
    • Marketing Arm Visit
    • Agora Visit
    • Reach Media
    • Sanders/Wingo