The campaign aims to raise awareness and funds for Keep a Child Alive's mission through a rock music competition among universities. Students can register their school online or through a mobile app. Winning bands will perform concerts at participating universities. The campaign's refreshed logo incorporates interchangeable colors representing each school. Advertising will promote the competition through social media, websites, radio and print ads encouraging students to "scream their hearts out" in support of the fight against AIDS. The goal is to overcome charity fatigue by engaging students through music and recognition for their schools.

1. Matt Vickers
[Wholesome, earthy, country,
welcoming, warmth, stability, fall,
harvest]
[Cheeriness, joy, action, optimism,
happiness, idealism, summer,
hope, imagination, sunshine, phi-
losophy, youth,]
[Vigor, elegance, richness, re-
finement, leadership, maturity,
expensive]

2. Table of Contents
Resume, cover lettter
[Wholesome, earthy, coun-
try, welcoming, warmth,
stability, fall, harvest]
Campaigns
[Cheeriness, joy, action,
optimism, happiness, ideal-
ism, summer, hope, imagi-
nation, sunshine, philoso-
phy, youth,]
Graphic Design
[Vigor, elegance, richness,
refinement, leadership,
maturity, expensive]

3. [Wholesome, earthy, country,
welcoming, warmth, stability, fall,
harvest]
Matt Vickers : Freelancer
My name is Matt Vickers, I will be graduating May 2011 with a
My Story
Bachelor of Arts degree in Advertising. I am seeking to obtain
a creative position in an advertising agency, to apply my visual
concepts and help with the continous growth of an agency.
I began conceptually designing when I was 12 years old, with
a Home Design computer software program. This was the be-
ginning of my visual design concepts, from that point, I have
continued to apply my visual ideas. I worked in the Paint De-
partment at Menards that allowed me to combine paint tints to
construct my own color and visually construct consumer color
concepts for homeowners.
With this, I have applied my color concepts to friends and
family and their decorating needs.

4. Resume
Acquire a positon in a advertising agency and
render freshnew ideas through diverse media outlets
Trax: Waiter Global Outreach: Mission Trip Leader Lindenhurst Park District: Childcare
Organize kitchen essentials in orderly Creatively designed effective learning Designed activities for children to en-
fashion to provide the most effficient service projects to provide the mssion hance their experience and provide the
workspace for employees trip teams with the most influential expe- most enjoyable daycare program
rience in the particular community
Attentively serve consumers so they Created the most effective ideas for re- Effectively organized organizational sup-
leave our restaurant with the most modeling plies to provide the cleanest atmosphere
enjoyable experience homes to ensure homewowners were for children and staff
completely
satisfied with the overall outcome
Menards: Sales Associate
Translated consumer’s needs to effective
concepts by selling essential products that
can be fully beneficial for their specific
household project
Actively stocked, faced shelves and rotated
inventory to provide consumers and sales
associates with the most efficient selling and
shopping expierience.

5. [Cheeriness, joy, action, opti-
mism, happiness, idealism, sum-
mer, hope, imagination, sunshine,
Shedd Aquarium philosophy, youth,]
Campaigns

6. Objective
During Shedd Aquariums Oceanariums renovations, they seek to maintain average sales.
Shedd will promote reduced rates during period, avoid sounding desperate and indirectly promot
ing Oceanarium opening will provide Shedd’s Oceanarium renovatoin period a postive outcome.
The budget of $1.5 million will provide Shedd Aquarium with the most effective
advertising techniques.

7. Positioning and Competitive Advantages
They offer unique products in the city, filling a niche market. While the zoo has a few fish,
but nearly as many, and none large or exotic. The oceanarium’s major competitors are in Tennesee
and Minnesota. Their secondary competitors in Chicago are Field Museum, Adler Planetarium,
and Grant Park.

8. Target Group: Chicago Resients
Middle-upper class residents seeking weekend entertainment within city limits
and in very near surrounding suburbs. The target groups are families with chil
dren, school groups, young professionals and college students. Registered
residents recieve 25% discount.

9. Communication Mix: Chicago Residents
Focus on frequency through various media outlets--inside and outside buses, trains,
taxi’s and their respective stations, Billboards along I-90/94, Lakeshore Drive
and around downtown.

10. Target Group: Visiting Tourists
Seeking to obtain residents in farther suburbs, Illinois and other neighboring states
that will be inclined to spend money. The target group are middle-upper class families
with children and young couples that are seeking unique attractons.

11. Communications Mix: Visiting Tourists
The primary focus is reach and utilization of billboards along highways lead-
ing to Chicago, Indiana, Wisconsin, Iowa and Michigan. The other concepts
generated are to advertise on the internet---www.choosechicago.com,
www.explorechicago.org and www.chicagotraveler.com

12. Why this campaign is essential?
The aquarium needs to maintain sales to compensate for expensive expansions. The
Oceanarium rescontruction and the sales consistentency will boost the perception
of the institution’s quality. Once the Oceanarium is reopened we will indirectly build
hype for the opening. The most essential piece is to keep employees happy by hav-
ing work for them which will create at better experience for the Chicago residents
and tourists.

13. [Cheeriness, joy, action, opti-
mism, happiness, idealism, sum-
mer, hope, imagination, sunshine,
Donate LIfe philosophy, youth,]
Campaigns

14. Creative Brief
Principal Competition: Small
Prospect Definition: gestures. Instead of becoming a
donor, consumers are consumed
Busy College students with small gestures and advertise-
ments. 1 out of 5000 to be seen.
Product Usage: College Students Consumer Benfit: Self recognition
will register once in a life time. for becoming a donor. Save some-
one’s life
Demographics: Private and State Reason Why? To recieve self rec-
Universities in Illinois and college ognition for becoming a donor. By
students between the ages of 18- telling friends, family and then re-
30 years old. cieve positive feedback from them.
Psychographics: College stu-
dents that claim they are too busy. Appeals
Naturally driven to make a differ-
ence in someone elses life.
Rational: College students are
busy. It only takes 30 seconds to
become a organ donor.
Emotional: If you dedicate 30 sec-
onds, you can change lives.

15. Print Ad

16. Story board
1
4
5
2
3
6

17. Story board
7 8
Voice over
Your busy. I get it.
Just take 30 seconds to change lives.
Register online at www.donatelife.com
Soundtrack
Gary Jules: Mad World
Radio: http://soundcloud.com/couch_bum5/ste-006

18. Change Lives Commerical

19. [Cheeriness, joy, action, opti-
mism, happiness, idealism, sum-
mer, hope, imagination, sunshine,
philosophy, youth,]
Keep a Child Alive
Campaigns

20. Creative Brief
Key Fact
KCA has a limited financial impact
and little relative awareness.
Consumer Problem that Advertising will solve
The public has charity fatigue and
people are inherently selfish.
Advertising Objective
Find a way to overcome the pub-
lics charity fatigue and their inher-
ent selfishness. Keep a Child Alive
needs to connect with the public
in a way that raises money and
awareness for KCA’s mission.

21. Creative Brief
Prospect Definition
Target college students that are driv-
en by unjust issues worldwide.
KCA will sponsor upcoming bands Consumer Benefit
and they will post their videos on
youtube and Keep a Child Alive will Colleges students gain personal
choose the best band. The winning fulfilment by supporting KCA’s
band performs a concert at all uni- campaign.
versities that submitted.
Local radio stations like XRT will
support the buzz by sponsoring the
Reason Why
band and playing their music on their To recieve self recognition for supporting an AIDS or-
radio station ganization and receiving positive feedback from friends
and family.
Principal Competition
KCA needs a dollor a day to save
a life but their stature pails in com-
parison to organizations such as the
Global Fund to Fight AIDS, which
has committed $8.4 billion to sup-
port the fight, or UNICEF, which
operates in over 100 countries.

22. Refresh logo
Rock n' Roll. Keeps a Child Alive
T h e ref re s h l o g o w i l l r o c k o u t t h e i r c a m p a i g n
b y c o m p l e t e f l ex i b i l i y . t h e ref re s h c o l o r s a re
i n t e rc h a n g a b l e t o e a c h u n i ve r s i t y .

23. Refresh: Rock n' Roll
KCA Rock n’ roll. Keeps a Child Alive.

24. Touchpoints

25. Touchpoints
KCA Rock n’ roll. Keeps a Child Alive.

26. Guitar Promotion

27. Facebook
rock out for aids
www.facebook.com/rockoutforaids
scream youheart out
[Rock Out for Aids]
!" !"#$%&'%("))*%+,,-.%/%012)3%4)25,*
[rock out for aids]
!" !"#$%&'%("))*%+,,-.%/%012)3%4)25,*
!" !"#$%&'%("))*%+,,-.%/%012)3%4)25,*
[rock out for aids]
!" !"#$%&'%("))*%+,,-.%/%012)3%4)25,*

28. youtube

29. Iphone Application
LOGOUT
Welcome, John
Rock out your University!
Name
:
Title First Last Suffix
The Rock Out appli-
School
cation will allow college
students to register their
KCA Rock n’ roll. Keeps a Child Alive.
City stat
stat
ee TIC
Y school as well as recieve
��
updates from KCA
Email la m E
i
ACK $$
$ KCA
KCA
Deta na e
DonateD
o n ot
.evilA dlihC a speeK .llor ’n kcoR Rock n’ roll. roll. KeepsChild Alive.
Rock n’ Keeps a a Child Alive.
kcoR ’n .llor speeK a dlihC .evilA
ACK

30. Print Ad
Scream your heart out.
be free
Express yourself
16.6 million 16.6 million
children have children have
lost their lost their
parents to aids parents to aids
Rock out for A DS
KCA Rock n’ roll. Keeps a Child Alive.
KCA
Rock n’ roll. Keeps a Child Alive.
Rock out for A DS
cosmo/seventeen/people/glamour/vogue/time/national geographic/entertainment weekly/womens health/elle/instyle/sports illustrated

31. Home About us Why Aids Our Work G e t i n v o lv e d Way s t o d o n at e
Rock out for a ds
30.0
Scream your heart out people.
million worldwide infected with HIV/AIDS
million people have died due to HIV/Aids
33.3
KCA
We are supporting local bands in your neighborhood.
We need you to scream your hearts out about the
fight against A DS
Follow us

32. Storyboard: Scream your Hearts
2 33.0 million people with Aids
wide are infected
world-
3 30.0 million people have
died due to
HIV/aids
1 Scream your hearts out people
4
get involved. we are sup-
porting local bands in your 5 We need you to Rock your
hearts out for the fight 6 so they can...
be free.
neighborhood against AIds
come on express yourself
http:/
/soundcloud.com/couch_bum5/keep-a-child-alive