4. AGENDA
A. The Ask
B. The Opportunities
C. The Solutions
D. Further Recommendations

5. Assist Usher’s New Look Foundation, 501-(c)3,
improve their current marketing strategy and
brand identity for the Powered By Service and
Music Industry Leadership 101 programs.
Deliverables:
The creation of various brand guideline concepts
representative of the UNL programs (Powered
By Service, Music Industry Leadership 101,
Leadership Academy and Moguls In Training). In
addition, 15Hz developed solid marketing
strategies applicable for Powered By Service and
Music Industry Leadership 101.

6. • There is an opportunity for the
nonprofit to gain more publicity on a
national scale via improved marketing
tactics.
• A stronger brand storyline can be
developed via consistency in brand
identity (artwork) and brand positioning
statements for each program.
• UNL can leverage more support
towards the brand by using micro
influencers.
• The UNL Marketing Department can
expand their brand’s presence on social
and traditional channels with
automation software.

7. THE STRATEGY

8. • African-American (54.41%)
• 25-34 years old (44.44%)
• Perception amongst audience:
• Sweepstakes Contest (37.04%)
• Outside Company (24.07%)
• Music Label Promotion (27.78%)
• Nonprofit (11.11%)

11. THE SOLUTIONS

13. Powered By Service is a one day, 4-6 hour
intensive leadership program for 8th grade
students in conjunction with Emory University’s
Goziueta Business School that highlights the
benefits of servant leadership combined with
enhancing talent, exploring career paths and
nurturing education.
Effectively using peer-to-peer interactions
alongside notable UNL alumni serving as primary
instructors, Powered By Service is the prerequisite
for the Usher’s New Look Leadership Academy. It
aids students to identify their unique “spark,”
while finding creative solutions to positively
influence their communities. Upon successful
completion, each student will receive Local
Leadership Certificates that are backed by the
program’s partnership with Emory University.

14. Music Industry Leadership 101 is an online, credit-earning
course for high school students interested in music that
teaches personal branding techniques while also helping
to cultivate students’ leadership skills in complex settings
relative to the music industry.

15. The Leadership Academy challenges 9th through 12th
grade students in the areas of talent, education, career
and service. Using a training period that spans the course
of 400 hours of training across a four year period,
successful completion of the academy earns each
student a Global Leadership certificate from Emory
University.

17. MARKETING
STRATEGY
Powered By Service
&
Music Industry Leadership 101

18. • Superintendents
• Politicians
• School Board
• Parent Teacher Association (PTA)
Principals

19. • 42% female middle school principals
• 79% identify as Non-Hispanic White
• Average Age: 47
• Spends 58.3 hours/week at work
• Interacts with student 23.1 hours/week
• Average years of experience: 6.5
Source: The National Center for Educational Statistics
• Money Conscience
• Child Success Oriented
• 52% female high school principals
• 82.6% female high school principals

21. EARNED MEDIA
A. Become apart of Starbucks RESPONSIBILITY Program
• Starbucks control 33% of the market share for gourmet coffee companies
• 65% of Americans (45-54) drink coffee
• Supports nonprofit/social cause organizations, such as National
Urban League, NAACP and the Association for the
Advancement of Mexican Americans

22. EARNED MEDIA
A. Public service announcements on public radio station
• 74% of Americans (40-59) follow news topic on public radio stations
• 53% of American women follow local news topics on public radio stations
• Solidifying interviews on public radio or podcast stations:
• National Public Radio (NPR)
• TED Talks
• NOVA (PBS sponsored)
• List

23. OWNED MEDIA
A. Create a dedicated webpage for Powered By Service on UNL site
• Integrate video of student testimonials
• Highlight Powered By Service student leaders and their successes
• Create a consistency with posts upon each social media channel, to leverage visibility
• Usher’s social media channels

24. PAID MEDIA
A. Purchase advertising space in nationally syndicated publications for educators
• The National Association of Secondary School Principals (NAASP) publishes
the Principal Leadership Magazine (a nationally circulated publication)
• 2016 NASSP Ignite Conference
• 1,800+ school-based leaders attend annually
• 78% of attendees are principals/assistant principals

25. EARNED MEDIA
A. Get articles featured in publications associated with music education
• National Association Music Education
• Music Educators Journal
• Journal of Music Teacher Education
• General Music Today

26. OWNED MEDIA
A. Create a dedicated webpage for Music Industry Leadership 101 on UNL site
• Integrate video of student testimonials
• Highlight Music Industry Leadership 101 student leaders and their successes
• Create a consistency with posts upon each social media channel, to leverage visibility