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Globe Aware Youth Scholarship was
                                              launched in 2010 to broaden the
          ...
THE ASSIGNMENT:
Give this scholarship an identity,
       and raise money.
Communication Objective
Increase awareness of Globe Aware in Dallas

          Communication Strategy
 Create a chain reac...
Meet our scholarship
                recipient

- lower income household

 - has not traveled abroad

           - has int...
Why would Dallas want to help
        these students?
Because DISD has the 7th worst
  graduation rate in the nation
Traveling Abroad Works
                                          Increased self-confidence 96%

                          ...
MEET OUR PRIMARY TARGET:
DALLAS SOCIAL MOVERS(AGE 25-35)
                                  • Socially connected
          ...
SECONDARY TARGET:
ENTRENCHED CROWD(AGE 45-65)
                              • Most generous donors

                      ...
The Globe Aware Identity




         global wings
When youth travel abroad they come back to
     Dallas more compassiona...
Our idea:
A global city should
create global citzens.

GIVE THEM WINGS
The opportunity to propel the dreams of Dallas teens is greater than
 ever. Dallas high schools have the 7th worst graduat...
Communications Framework




INSPIRE.                                  TRADITIONAL MEDIA
                                 ...
CREATIVE: PRINT




                                                                                                      ...
CREATIVE: VIDEO


                “TAKE FLIGHT”



“WINDOW SEAT”




                “DONATION”
PROMOTIONS
EVENTS


THE CAMPAIGN LAUNCHES
WITH DINNER AND CONCERT

• A Progressive Dinner Party for
VIPs to meet the students, see
vi...
EVENTS




AT THE BENEFIT
DINNER & CONCERT

Large image of student
will be erected and do-
nors will place symbolic
feathe...
EVENTS



AT THE BENEFIT
DINNER & CONCERT

Encourage people to
sign up:

1. I will throw my own
Progressive Dinner Party

...
PARTNERSHIPS


• Partner with local businesses (Pluck-
ers) and “Hot” spots Dallas Social Mov-
ers know and love, to raise...
PARTNERSHIPS


FILL THE BAG

Partnership with local retailer (Walgreens, Target, etc.)

Supporters purchase items necessar...
PROMOTIONS




• Barney’s display win-
dow at North Park

• Guerilla street per-
formances by Olu
Bliss and Abraham

• Pas...
FUTURE RECOMMENDATIONS

Special Edition Bag
- Global Wings bag can be sold at grocery stores.
- Proceeds go to benefit Glo...
MetaTHINQ: Globe Aware
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Transcript of "MetaTHINQ: Globe Aware"

  1. 1. Globe Aware Youth Scholarship was launched in 2010 to broaden the horizons of DISD (Dallas Independ- ent School District) students by volunteering abroad. 2010 Scholarship Recipients: Adan Gonzales, Cristal Mendezl, Alicia Santana
  2. 2. THE ASSIGNMENT: Give this scholarship an identity, and raise money.
  3. 3. Communication Objective Increase awareness of Globe Aware in Dallas Communication Strategy Create a chain reaction through the Dallas Social scene by giving Globe Aware a local heart and soul.
  4. 4. Meet our scholarship recipient - lower income household - has not traveled abroad - has interest in international affairs
  5. 5. Why would Dallas want to help these students? Because DISD has the 7th worst graduation rate in the nation
  6. 6. Traveling Abroad Works Increased self-confidence 96% Enhanced interest in academic study 80% Sought out a greater diversity of friends 90% Transitions Abroad Magazine March/April 2004: http://www.transitionsabroad.com/publications/magazine/0403/benefits_study_abroad.shtml
  7. 7. MEET OUR PRIMARY TARGET: DALLAS SOCIAL MOVERS(AGE 25-35) • Socially connected both offline and online • Up and coming in their careers • Knows the value of travel • Wants to create change
  8. 8. SECONDARY TARGET: ENTRENCHED CROWD(AGE 45-65) • Most generous donors • Have less time due to family and work responsibilities • Harder to reach without traditional media • Very proud of Dallas
  9. 9. The Globe Aware Identity global wings When youth travel abroad they come back to Dallas more compassionate and cultured citizens
  10. 10. Our idea: A global city should create global citzens. GIVE THEM WINGS
  11. 11. The opportunity to propel the dreams of Dallas teens is greater than ever. Dallas high schools have the 7th worst graduation rate in the na- tion. Globe Aware is a Dallas-based non-profit committed to creating global citizens through volunteering abroad. The Global Wings Youth Scholarship gives students the chance to see the world, uplift themselves and their communities Learn more at globeaware.org/globalwings and don’t let their dreams fly away.
  12. 12. Communications Framework INSPIRE. TRADITIONAL MEDIA - print (D Magazine, Dallas Observer, EQUIP. Modern Luxury, Texas Monthly, Generations Magazine, American Way) ENLIST. - video/t.v. (public programs & stations) ONLINE - print (blogs, facebook, twitter) INSPIRE Dallas social movers with - video/t.v. (posted on youtube, vimeo) our message. EQUIP them with the tools to spread the OFFLINE word. Events and Promotions - Wings for Wings Monthly Event ENLIST social movers to become brand - Progressive Dinner Party ambassadors. - Fill the Backpack Drive
  13. 13. CREATIVE: PRINT give them wings The opportunity to propel the dreams of Dallas teens is greater than ever. Dallas high schools have the 7th worst graduation rate in the nation. Globe Aware is a Dallas-based non-profit committed to creating global citizens through volunteering abroad. The Global Wings Youth Scholarship gives students the chance to see the world, uplift themselves and their communities Learn more at globeaware.org/globalwings and don’t let their dreams fly away. global wings The opportunity to propel dreams of Dallas teens is greater than ever. Dallas high schools have the 7th worst graduation rate in the nation. Globe Aware is a Dallas-based non-profit committed to creating global citizens through volunteering abroad. The Global Wings Youth Scholarship gives students the chance to see the world, uplift themselves and their communities GIVE THEM WINGS The opportunity to propel the dreams of Dallas teens is greater than ever. Dallas high schools have the 7th worst graduation rate in the nation. Globe Aware is a Dallas-based non-profit committed to creating global citizens through volunteering abroad. The Global Wings Youth Scholarship gives students the chance to see the world, uplift themselves and their communities. Learn more at globeaware.org/globalwings and don’t let their dreams fly away. global wings Learn more at globeaware.org/globalwings and don’t let their dreams fly away. global wings
  14. 14. CREATIVE: VIDEO “TAKE FLIGHT” “WINDOW SEAT” “DONATION”
  15. 15. PROMOTIONS
  16. 16. EVENTS THE CAMPAIGN LAUNCHES WITH DINNER AND CONCERT • A Progressive Dinner Party for VIPs to meet the students, see video ads and footage of travel • Food and drinks served in five different locations themed as three countries: Brazil, Thailand and South Africa • A benefit concert featuring local artists that have concern for global issues • The Special Case: 501(C)3 Store
  17. 17. EVENTS AT THE BENEFIT DINNER & CONCERT Large image of student will be erected and do- nors will place symbolic feather on image to signify “give them wings”.
  18. 18. EVENTS AT THE BENEFIT DINNER & CONCERT Encourage people to sign up: 1. I will throw my own Progressive Dinner Party 2. I will spread the word by telling my friends and posting images and vide- os of the scholarship on my blog, Facebook and Twitter
  19. 19. PARTNERSHIPS • Partner with local businesses (Pluck- ers) and “Hot” spots Dallas Social Mov- ers know and love, to raise awareness as well as donations. • Online events drive chatter
  20. 20. PARTNERSHIPS FILL THE BAG Partnership with local retailer (Walgreens, Target, etc.) Supporters purchase items necessary for students to complete their mission. Showcases retailer involvement in the community and provides resources for scholarship recipients.
  21. 21. PROMOTIONS • Barney’s display win- dow at North Park • Guerilla street per- formances by Olu Bliss and Abraham • Pass out flyers at trendy spots: Kush, Southside on Lamar, West Village, Prophet Bar, etc.
  22. 22. FUTURE RECOMMENDATIONS Special Edition Bag - Global Wings bag can be sold at grocery stores. - Proceeds go to benefit Global Wings. Farmville - Average social gamer is a 48 year old woman. - Users buying virtual goods supported Haitian relief fund, raising $580,000.
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