Canopy House presents an Integrated Communications Strategy for Brain Balance.

1. Brain Balance Achievement Centers
Integrated Communications Strategy

2. We don't
compensate your
challenges.
We conquer them.
1. Memorandum
3. Meet Canopy House
Situation Analysis
5. Client History
7. Competition
8. Key Challenges
9. S.W.O.T
Strategic Research
11. Secondary Findings
13. Survey Results
15. Creative Work
37. Public Relations
43. Media Plan
what's inside

3. Canopy House appreciates the opportunity to create a
proposal for such an impactful company.
We believe through the commitment of the initial 3-month,
full-circle investment that the students, families, and Bra-
in Balance make, that improvements with the Functional
Disconnection Syndrome will be made. Your highly effec-
tive, drug-free program is a great alternative for students
with ADHD, Learning Disabilities, ASD and other similar
developmental disorders and we enjoyed working for such
a moving program.
Through your briefings, our strategic research and adver-
tising minds, Canopy House has created a full-integrated
communications strategy to make Brain Balance a house-
hold name.
The campaign has come full circle to represent that nee-
ded investment through new media ideas, a mascot to
cheer for, and professional creative executions that we
look forward to presenting to you.
Sincerely,
Canopy House
1 2

4. Canopy House.
we are
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5. The 3 pillars of the program help children overcome
the signs and indications of learning disabilities,
processing disorders, Asperger syndrome, and a
host of other childhood learning and developmental
issues.
Depending on the child's needs and desired
results, the Brain Balance program lasts either 3 or
6 months, during which time the child visits the
center 3 times a week, for one hour.
Invested parents are critical to the program's
success, and so daily exercises at home, as well as
adherance to certain dietary restrictions are
encouraged for the length of the program, and 9
months after.
The program is drug-free, but it does not replace or
administer medical advice. For children prescribed
medication, Brain Balance is a complimentary treat-
ment. In the best cases, the program can eliminate
the need for drug maintenance.
Brain Balance?
The Brain Balance
Program integrates
three key pillars of
brain development:
sensory motor
stimulation,
cognitive
stimulation,
and nutrition.
who is
Brain Balance Achievement
Centers was founded by Dr.
Robert Melillo and his partner,
William Fowler in 2006, to
help children with learning
and behavioral disorders.
Dr. Melilo's research revealed
an underlying problem in the
brain — in subjects dealing
with a learning disorder, the
brain operated more strongly
from one hemisphere, rather
than working as a balanced
unit. This became known as
Functional Disconnection
Syndrome.
Disorders such as ADHD, Dyslexia, processing
disorders and autism spectrum disorders are all the
manifestations of Functional Disconnection Syndrome.
Dr. Melilo developed the Brain Balance program as a
way to stimulate missing connections between the
brain's left and right hemispheres, thus alleviating
many, if not all, of the symptoms of the subject's
disorder.
5 6

6. the competition
eye on
key
challenges
Three key challenges
identified to be
strategically solved:
No defined target
audience,
a lack of general
awareness,
and a lack of
at-home investment
to the program.
learning rx
Target thinking, learning, reading, memory, and attention
are caused by weak cognitive skills
Clients work one-on-one with their own personal brain
trainers.
Program is offered over a minimum of 12 weeks.
learning
breakthrough
program
Improve the brain’s processing abilities, target the root of
cognition and make efficient neuroplasticity gains possi-
ble.
Drug-free solution, activities can be done in a clini-
cal, academic or home setting and are aided by a DVD
showing exactly how to perform every exercise.
Clients report noticeable change in their child after about
12 weeks on the program.
brain
highways
A type of therapy that falls under the category of
neuroplasticity, just like the Brain Balance programs.
Improve the brain according to the way it’s stimulated.
Have both onsite and online programs, families from all
over the world have benefited long-distanced.
9 weeks for Training program. 2-3 hours a week to review
the materials during the first three weeks, and 1-2 hours a
week for the remaining six weeks.
7 8

7. s
Expert, diverse manage-
ment team
Wide range of customers,
open to every child
Professional Skills
Rich experiences and
fresh ideas on treatment
No medicine during the
treatment
High success rates among
children
Need-based, specialized
programs
w
Limited parent invest-
ment in at-home program
The treatment of brain
balance has long dura-
tion.
Ineffective brand
communication
Lack of public awareness
and knowledge about
Brain Balance
Under-staffed
Expensive
Time constraints
Complaints from
parents about lack of
nutritional guidance
o
Increased children with
learning and behavioral
disorders
More public attention to
children's education and
development
Collaborative opportu-
nities with educational
institutions
Flint Water Crisis plat-
form for community
involvement
Government
endorsement
Charitable Funds
Budget cuts affecting
special-ed classrooms
General public shying
away from medication
t
Competition from a
variety of well-known,
educational organizations
Special-ed classrooms
Communication
breakdowns
Open discussion of
children with learning
disorders considered
social faux-pas
Public apprehensive to
accept methods as
scientifically sound
9 10

8. findings
secondary
1/10 school-aged children are
diagnosed with ADHD. that
number increases 10-15% every
year. currently, 5.4 million
children have been diagnosed.
half of the children diagnosed with
ADHD are prescribed medication.
2.7 million kids
taking ADHD medication,
despite there being no long-
term benefits to medication.
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9. 13
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10. brief
creative
What We Want To Do
Gain awareness for Brain Balance Achievement
Center in Oxford, and ultimately increase
enrollment.
1
Who We Are Talking To
Financially sound adults, ages 25-50, with
children who have learning and/or behavioral
disorders, and live within 70 miles of the Brain
Balance Achievement Center in Oxford, Mich.
2
Relevant Insights
The majority of family members are concerned
about the challenges the child’s learning and/
or behavioral disabilities will have socially. Many
have had negative experiences with
medication. 67% of children utilizing treatment
are supported by the child’s educational system.
3
Main Problems
No defined target audience and general aware-
ness commitment to facility and at-home
programs.
4
How We Will Address Issues
Focus on public relations tactics, introduce
user-friendly tools, including the Brain Balance
App, and refocus media to better target the
desired audience.
5
Desired Tone
Knowledgeable, warm, friendly, understanding
and flexible.
6
Desired Response
Families see the Brain Balance Achievement
Center as the solution to their child’s learning
and/or behavioral disabilities.
7
No dreamer is
ever too small.
No dreamer is
ever too big.
15 16

11. campaign
print
The "Just 3 Months" campaign was
designed to engage parents searching
for an effective treatment plan for kids
struggling with ADHD. The campaign
highlights that, with full investment, the
Brain Balance program can bring families
noticeable behavioral changes in just 3
months.
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12. 19 20

13. 30 sec. spot
radio
NARRATOR: A quarter
isn't very much. Im sure
if you rummaged hard
enough, you'd find one
right now.
PAUSE.
See? Told ya. A quarter
of a year isn't very long
either. It's just 3 months.
Same as summer
vacation.
SUMMER SOUNDS.
Just 3 months is also how
quickly your child can
gain control of his ADHD
symptoms.
Brain Balance
Achievement Centers
works to help kids gain
control over their learning
disorders.
And keep control.
Our target audience will be able to be
reached through radio during morning and
evening commute times. During each of
these time periods, families will be able to
learn of the "Just 3 Months" campaign.
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14. In line with the "Just 3 Months"
campaign, this TV spots highlights the
efficiency of the Brain Balance
program when families are fully
invested.
15-sec. spot
television
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15. Chip the Chimp
is a way to add
a fun, endearing
personality to
the Brain
Balance
experience.
Chip the Chimp
will identify
with children,
and encourage
their at-home
commitment to
the program.
chip the
chimp
25 26

16. presence
digital
In today's day and age, a strong digital presence is
essential when trying to connect a brand with its
audience. We found a way to combine Brain Balance's
digital presence, with their need for at-home investment
among families: the Brain Balance App. The app is
designed to be used by children and parents alike,
maximizing its effectiveness for investment to the
program. A strong digital presence includes embracing
social media, and we have constructed a simple, yet
effective, Facebook strategy for Brain Balance to adopt.
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17. Brain Balance
the app
login screen
recipe pagehome page
game centerchild profile
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18. 3 months already?
It looks like your trial is almost
up. 3 months sure goes fast.
In the same amount of time,
your child could have control
of his ADHD.
Just 3 months.
parent page goals page
guest page
Just 3 Months
In alignment with the 'Just 3 Months'
campaign, non-members will be able to
gain full access to the Brain Balance app for
a 3-month trial. Near the end of the free
period, a pop-up will appear on their
home page reminding them to schedule an
appointment.
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19. 33 34
engagement
content
butterfly
social
OBJECTIVE
Utilize Facebook to
gain awareness and
promote the new app.
We will do so by con-
necting on an emotio-
nal level through suc-
cess stories, videos
and photos of current
students, as well as
paid ads focused on
the app with a call to
action to download.
The goal of the page
is to communicate
the passion of the or-
ganization, and build
relationships with the
public.
PAID CONTENT
Boosting your page and specific posts can
be a relatively inexpensive way to gain awa-
reness and followers. Utilize targeting to
your specific location and audience. Paid
content can be beneficial before and during
high-enrollment times, and will be especia-
lly helpful in promoting the new app.
best practices
Post 1-2 times daily.
Vary the posting
times throughout the
day, and discover the
best times for your
specific audience.
Shorten links using
tools such as bit.ly,
and include links at
the end of the post.
Vary content between
photos, videos and
links.
Engagement is the
key to growing your
Facebook page.
Respond to
comments, page
posts and messages
in a timely manner.
Interact with pages
that are relevant to
the industry. Partici-
pate in conversations,
and provide insight
when appropriate.
Keep content brief.
Always add text to
a post, even when
they include a
photo, video or
link to add
personality to the
page.
Content should
revolve around
student stories and
successes, as well
as fun, day-to-day
activities they
engage in.
Some content can
be driven toward
tips for guardians
on how to handle
daily struggles.
In general, about
80 percent of
content should
benefit the
audience, and only
20 percent
promoting the bu-
siness.
Tone should be
consistent, and
align with tone of
the brand.

20. 35 36
facebook
friends on
3 months.
Long enough to
love our app.
And our program.
FACEBOOK ADS
Facebook is a wonderful platform to reach the
target audience, but there are factors to keep in
mind. Facebook ads cannot be posted if they are
more than 20% words, so we limited the copy
enough that the ad still corresponds with the
'Just 3 Months' campaign. Also, there are diffe-
rent regions of a user's profile that an ad can be
placed. Seen above.

21. 37 38
template
press release
FOR IMMEDIATE RELEASE
<Date>
OXFORD, Mich. – The Brain Balance Achievement Center in Oxford, Mich.
has launched a new app that will introduce families to their unique program,
and facilitate current member activities.
“We were having a hard time with the at-home programing, but with access
to the new app it was so much easier to have the recipes I needed right on
my phone while I was grocery shopping,” said <insert name>. “We are see-
ing a huge improvement with <child’s name>, and he gets extra time prac-
ticing what he’s learned at the center.”
The app will include recipes following the Brain Balance Program® meal
guidelines, games for children that correlate with games that would be
played in the center, and general information regarding news and updates
about Brain Balance Achievement Centers. Access to the app will be given
to all members, and there will be a three-month trial period available for
non-members.
“The games are really fun, and help me do better when I play new games at
school and at Brain Balance,” said <insert child’s name>. “It makes me hap-
py when I can do things at school just like all the other kids.”
<Insert information about child’s story and improvements>
The Brain Balance Center for Achievement in Oxford, Mich. has found con-
sistent success for program participants. During the recent enrollment peri-
od, one hundred percent of registered students extended their enrollment,
with steady increase of improvement for children struggling with learning
and behavioral disorders.
About Brain Balance Achievement Centers
Since 2006, Brain Balance Achievement Centers have helped thousands
of children, ages of 4 to 17, reach their academic, social and behavioral
potential through its drug-free, whole-child approach. The Brain Balance
Program® utilizes sensory motor exercises, neuro-academic work and nutri-
tional guidance to address the root cause of many learning and behavioral
disorders.
###
Local Brain Balance Achievement Center Launches App
to Aid Families
CONTACT: Carrie Odrobina
codrobina@brainbalancecenters.com
248-716-5400
Send out a press release, mirroring this
template, immediately following exciting
company news, or to highlight a remarkable
success story. Media coverage is an
effective and affordable way increase
general awareness of Brain Balance
Achievement Centers.

22. merchandise
Children will be able to earn points in the
arcade feature of the Brain Balance app,
and then redeem those points for exciting
prizes at the Brain Balance center. Not only
will these items perpetuate the Brain
Balance name throughout the home, but
earning fun prizes will incentivize attendan-
ce and invested commitment to Brain Ba-
lance from children.
brain balance
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apparel
brain balance

24. Where every kid
connects with
success.
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