The document outlines BigFuture's strategic approach for brand refresh, emphasizing the need to connect with Gen-Z by addressing their search for truth and personal expression in education. It discusses the evolving educational landscape and highlights the necessity for personalized learning experiences that facilitate meaningful connections with students and their support systems. The strategy includes a shift towards a more agile and digitally integrated platform, aimed at fostering authentic conversations and building trust within the education sector.

1. BigFuture
StrategyPresentation

2. Agenda
The Assignment
Strategic Approach
Brand Refresh
Launch Campaign
Q & A
Social Media & Influencer

3. T H E A SSI G N M EN T
3

4. What is the task at hand and what is
the communication barrier
BigFuture needs to overcome?
THE ASSIGNMENT
4

5. How can BigFuture codify its brand
vision and tenets to create the
appropriate voice and aesthetic for
the brand?
Students and their support systems experience
the "soul" of the brand and understand that
BigFuture can serve asguide for them and their
support system (i.e the caring adult and
counselor).
THE ASK
5

6. How can BigFuture prove itself…
And become a formidable guide within the
education space that enables the brand to separate
itself from the legacy the College Board has built
while still staying relevant and becoming top of
mind (with key audiences in mind).
THE CHALLENGE
6

7. 4 C’s Strategy Overview
THE ANALYSIS
7

8. How can BigFuture
sync with Gen-Z so
that they can connect
to the “soul” of the
brand?
• Gen- Z's behaviors are anchored in one element: This generation's search for
truth. They value individual expression and avoid labels. And will mobilize
themselves for a variety of causes.
• Gen-Z wanted a greater need for change, and involvement in the experience will
push educational environments to step out of traditional paths and into a lane
that will enable brands to meet audiences where they are.
A NEW SCHOOL APPROACH:
WILL ENABLE AUTHENTIC CONVERSATIONS THAT WILL
FOSTER MEANINGFUL CONNECTIONS.
CUSTOMER

9. Understanding that Gen-Z is on the
Cusp of Adulthood
AND BELIEVE THEY’RE FACING AN UNCERTAIN FUTURE
REBELS BY NATURE AND TECHNOLOGY REVOLUTIONARIES
Their thinking is fueled by technology, the pandemic, and natural creativity, leaving the
world with a generation trying to do life differently.
CONSTANT OBSERVERS
They’re learning from previous generations and searching for ways to set
themselves apart.
INSPIRATION SEEKERS
This leaves our paths to a formal education being of no exception; like the brands they
consume, educational institutions need to provide bespoke experiences and reasons for
this demographic to be inspired.
of Gen-Z believe science
and technology can solve
the world’s biggest
problems. That’s a 6% drop
compared to millennials.
of Gen-Z are willing to share
personal data with a brand
in exchange for a
personalized experience
of high schoolers want
to follow their own
educational path
30%
70%
76.5%
Cite technology as the
most important factor
when choosing a job
91%
Source: Forbes, Pew, Adrenaline, Timely,
Review42, Digital Marketing Community
CUSTOMER
10

10. Their Support Systems are Struggling to Keep up
with Modern Day Changes with limited Resources
BOTH THE COUNSELOR AND THE CARING ADULT ARE IN SEARCH OF A GUIDE THAT WILL GET STUDENTS
CLOSER TO THEIR LONG-TERM GOALS
Caring Adult
Counselor
Rational driver
Better outcomes
Rational driver
Ensuring their kid has access to the high-quality resources
Emotional driver
Provide support with the provision of confidence that enables
counselors to aid students in decisions that allow the ability
them to deliver on student goals with the hope that they
provide the right solutions.
Emotional driver
Confidence that their chosen path is a suitable investment,
and my kid will be able to live the life they’ve envisioned
without concern of debt or cost.
11
CUSTOMER

11. How can BigFuture fit
into an evolving
culture and what is
the impact the brand
can create?
This wanted need for control isn’t just down simple purchase decisions, but life as whole.
This will mean that BigFuture will have to buy into the social and cultural currencies Gen-Z
as a demographic has created.
A hands-on approach needs to be applied to the learning process, and BigFuture will
have to create an environment that doesn’t just focus on college, but the post high school
experience that connects to the student itself.
CULTURE

12. Career-Based Programs are taking precedence
within education
SPECIFIC LEARNING PREFERENCES
The characteristics that define Gen-Z college students have been driven by the pandemic,
overt access to information, and a wanted need to learn from past mistakes (left by the former
generations)
GEN-Z STUDENTS ARE PRAGMATIC
As tuition costs rise, both students and their parents are worried that degrees don’t hold the
same value they did for previous generations.
CAREER-FOCUSED LEARNING
In the face of mounting student loan debt, Gen-Z college students want to make sure their
college pays off as an investment by focusing on the acquisition of a career path that is
practical
More than 1 million
fewer students enrolled
in college in the 2021
fall semester
72 percent say they want a
more customized college
experience in which
colleges allow students to
design their own course of
study or major
79% would like to
integrate their higher
education experience
with employer
internships.
VIEWS ON EDUCATION ARE STILL SKEWED
Many within this demo are finding alternative paths to access their career goals and
dreams for the future. They also tend to embrace social learning environments, where
they can be hands-on.
Source: Hello Campus, Inside Highered, College Is Education, Digital Class World, Timely,
Teach For America, ECMC, Review 42, Lucid Press, Forbes, the Crite, We Forum
13

13. WITH MANY PLATFORMS AND COLLEGES ONLY FOCUSING ON THE
COLLEGE EXPERIENCE AS ONE ENTITY, THEY'VE MISSED THE
OPPORTUNITY TO CONNECT WITH THIS AUDIENCE ON THE OVERALL
POST HIGH SCHOOL EXPERIENCE
• Gen-Z expects digital learning tools to be integrated into their education.
• Technology has always been a fully integrated experience into every part of their lives. And
they don’t think education should be any different.
• Learning isn’t limited to just the classroom; it can take place at any time, anywhere.
• They believe they should be able to seamlessly connect academic experiences to personal
experiences through these same tools.
• They expect that these learning tools be available on-demand and with low barriers to
access.
Source: Timely, Ontario Creates, Pew
CATEGORY
Where does
BigFuture fall within
the greater category?

14. 85%
of Generation-Z learn
about new products or
things on social media
65%
are confident about their
personal futures, less than one-
quarter are confident in the
future of the world.
57%
of Gen-Z prefer in-person
learning activities with
classmates.
CATEGORY
70%
want to follow their own
educational path. Less than
one-quarter said a four-year
college is the only path to a
decent job.
The Feeling Of
Independence Is
Causing A Cultural
Shift In Culture And
The Education
Category At Large

15. selling proposition?
THE SUPERPOWER
How can you activate your unique
16

16. CULTURE
Students search for both agile and digital offerings to solidify
their learning experiences.
CONSUMER
Students are searching for thought leadership that solidifies
their choices and provides advice on the next steps that will
lead to the appropriate career path.
Where is the White Space?
COMPANY
The brand needs to further future-proof itself by revising
career offerings or content that provides information that
looks at the post-high school experience holistically.
CATEGORY
The industry is growing, with the competition extending their
offerings to meet students where they are by integrated their
platforms into school systems
BRANDS ARE REBUILDING THEIR PERCEPTIONS AROUND INCLUSION AND DIVERSITY DRIVEN INITIATIVES SO THAT THEY CAN EMOTIONALLY CONNECT.
The Opportunity
In a sea of sameness, there is an opportunity
to rework BigFuture’s brand to stand out and
lead as an ed-tech brand; however, they need
an agile and digital offering centered around
being a community-based resource tool.

17. BigFuture’s Superpower
Gen-Z is leading the change in
how learning takes place and are
requiring experiences that drive
change and create an overall
impact on their future.
Gen-Z
BigFuture wants students to
experience the soul of the brand
and see them as formidable
guide in the post high school
experience.
PERSONALIZATION
BigFuture
SUPERPOWER
17

18. BRAND
Increase brand awareness
and position in the market
with the updated brand
architecture and positioning.
PRODUCT
Accelerate innovation
showcasing the pillars of
impact outside of just college
planning and financing.
CAMPAIGN
Demonstrate value for
students (and their support
system) through messaging,
education, and offerings.
Activating Personalization
18

19. V
CHALLENGES
STRATEGY TO
ACHIEVE GOALS
Clearing a path for all students to own their future
OBJECTIVE
RECOMMENDATIONS
Branding Positioning. Content Optimization. Strengthening BigFuture’s Digital Ecosystem.
How We Are Bringing The Superpower To Life
We recommend shifting BigFuture’s messaging strategy from information-centric to edutainment-centric to
drive resonance while simultaneously demonstrating the brand’s value and alignment with student needs and
goals.
PURPOSE
PILLARS OF IMPACT
RTBS
19
Consumer Category
Strengthen unique
selling proposition
Culture Company
Build trust, acquire and
retain students
Develop thought
leadership
Build brand identity &
change perception
A lack of agility and
communication has impacted trust
Differentiation between direct and
indirect competition is needed
Built-in trust and transparency (via
case studies as key differentiators)
Company legacy can no longer
be a (driving) value proposition
Bringing the latest trends and
providing the audience with
something to talk about
To be the first thought when the
audience is finding a guide for the
post high school experience
Be the brand that enables
and defies the odds
Build content that demonstrates
excellence, creates connectivity, and
drives thought leadership
Solution-orientated messaging and
content development that
communicates learning essentials,
and product offerings
Case studies; conveying success
metrics, support product superiority,
and industry excellence
Creation of co-sponsored work,
position internal stakeholders as
thought leaders, host panels
and conferences.
Insertion of (digital) agile process,
creation of sales, marketing, and
content partners
Pay for College Plan for College Explore Careers
• Benefit is what a product features enables you to do • Benefits help people understand what they can DO with your product
• The value helps people see WHY this matters to them
• Showcase value by mapping student goals to the product offerings
BF provides
• Help people understand what they can do with the product
• Helps students see why planning matters to them

20. SUPERPOWER
How do we move
from the Superpower
into an idea that
future proofs the
brand?
SUPERPOWER
Personalization
BRAND STRATEGY
Resource learning tool that allows students to learn the
way they want in a way that is personalized to them.
BRAND PLATFORM
Personalized Planning Tool
(Tagline: Your Future Your Way)
BRAND IDEAS
Your Future .
20

21. CREATIVE
Our Visual Approach
21

22. B R A N D REF RESH
22

23. BigF
YOUR
u
FUTUR
t
E,YO
u
UR WA
r
Y
e
YOUR
FUTURE,
YOUR
WAY.

24. B R A N D REFRESH L A U N C H C A M PA I G N
An always-on evolution of the
brand look, feel and tone inspired
by the brand’s purpose and desired
connection to the target audience.
Elements
• Brand voice/messaging
• Color palette
• Fonts
• Logo refresh
• Photography
• Iconography
A moment-in-time exploration of
messaging and visuals designed
to engage the audience and drive
immediate action.
Elements
• Campaign idea
• Messaging
• Elements/application
• Look and feel
WHAT YOU’LL SEE NEXT
24

25. Brand Refresh Inspiration
2
5
Brand refresh idea
We're at an exciting and pivotal time of decision making for our
core student audience as they embark on their post high school
experience. A changing education landscape, a plethora of career
options, and numerous ways to start the journey means they will
need BigFuture to help guide the way. It is our combination of
empathy, experience, and a conversational tone that will ignite
their curiosity and give them the expertise they are looking for. The
brand identity and language will reflect their modern sensibility,
agility, and propensity for change which will ripple through every
part of BigFuture’s design language.
Why it works
As we look forward to BigFuture as a brand, we want it to reflect
the changing outlooks, aspirations and goals of its core student
audience (Gen Z). We’re building an identity that will give subtle
nods to College Board in a way that allows us to take advantage of
the existing equity but also allows for BigFuture to create its own
space. A space that nurtures, excites and shows up for a post high
school audience that wants to take control of their learning
experience and create an overall impact on their future.
25

26. BigFuture’s brand persona is a reflection of the mission to help guide, educate, and support our target audience. BigFuture is a brand that students
and their support systems can recognize and rely on—and will continue to for years to come.
We are category leaders, so our communications are knowledgeable and reliable. By further developing the embodiment of our position in the
marketplace we can continue to speak to, and produce, content around the subject matters students care most about.
Brand Persona
Thought Provoking, Trustworthy, Compassionate,
& Inclusive
When speaking to our target audience it’s
important to remember the three different content
areas in which we can message them: Plan for
College, Pay for College, and Explore Careers.
We want our audience to feel asif they are
receiving key pieces of information at every stage
of their journey, and to have the ability to contact a
reputable SME at any touchpoint.
Thus, content should convey a personalized
approach, position BigFuture's brand authority, and
maintain a helpful, friendly, and advocating tone.
FRIENDLYAND PROACTIVE
All interactions are handled with the
ambition of being the go-to source
for post-high school planning.
BigFuture will proactively engage
with, and deliver, content for
students and their support systems
when those opportunities arise.
Scholarships
Application Help
Career Finders
Jobs
Vocational School
College
FAFSA
HBCU
College Ready
Engagement Style Key Areas of Focus
Brand Voice
26

27. SOCIAL + INFLUENCER STRATEGY
The Path That Fits You
27

28. BRAND REFRESH APPLICATIONS Your Future, Your Way
We'll use the path as a movement
vehicle throughout our posts, creating
the path forward. Other graphics will
showcase uplifting messages, mantras,
and the personality behind the brand.
Social
Media
The strategy will shift to different
assets to accompany the story telling
behind the BigFuture. The assets will
shift with static carousels highlighting
a participant's story and how they
define success, highlighting
representation in a form that success
doesn't reflect in one way and your
story is always transitioning.
Brand Refresh
28

29. BRAND REFRESH APPLICATIONS Your Future, Your Way
Brand Refresh
Email &
SMS
When someone starts their
journey by signing up for
BigFuture, they'll receive a
welcome email to start them on
their path to success.
If they choose to opt-into our
SMS platform, we'll also provide
tailored responses to help them
curate the best plan for them.
EMAIL
29
SMS

30. 6
6
Social Identity for BigFuture
The language and tone of our social should tap into the multifaceted shift
we're seeing in Gen-Z right now, creating social that taps into the versatility
of life, acknowledging that success isn’t linear. We should champion that
there are different avenues for you to experiment with in life.
How does this reflect on Social
With the shift of feeling pigeon-holed into one lane for the rest of their life,
Gen-Z is fighting back by discussing their mental health, celebrating their
identities (whether culture or gender), and maintaining boundaries in their
social lives. This generation is the most tuned into social media & seek
influencers who are authentic, honest, and purposeful. Influencers are
leading the charge in the conversation by acknowledging that life is not
made to work and retire; it’s made to live. Authentic mantras, keywords,
and representation is also taking the charge on how this demographic is
represented on social.
"When you put a purpose behind it, whether that’s
inspiring people or reaching out or creating a support
network, it becomes a positive place for change.”
- Yara Shahidi
Social Identity
MANAGER
f u t u r e
SOCIAL
30

31. Tik Tok:
The number one and highest used app for Gen Z
audience to connect and discuss various topics that
dive into navigating life, travel, food, and even dating.
Using this app, we'll share "cheat codes" and tips that
create transparency on the college experience
through serialized posts & moments.
Instagram:
A platform that shows the unique aspects or changes the
social lens on how we view the world. Our content can reflect
on this platform with Q&A series, an introduction to mentors,
and acknowledging that success is not linear in today's
society. Creating that space of positivity, truth, and raw,
genuine comfort that today's generation seeks.
Snapchat
Snapchat is a quick messaging platform that is
transforming the way Gen Z is communicating
moments & meeting other people across the world
with their discover filters, geo-filters, and random feed
serving. With the platform tapping into more
serialized stories and content, we can build a series of
snackable content that provides hacks, tips, and cheat
codes to prepare for the next journey.
Facebook:
Home to the Millennials and Gen X generations, even if our
audience isn't prominent on Facebook, their parents, older
siblings, and elders are. Our purpose here should be creating
curated guides and tools on how to navigate difficult
conversations & spotlight how to connect with your Gen Z loved
one to accept and support their chosen career path. With
videos, articles, and topical moments this can be achieved and
a great toolbox to be a mentor for your loved one.
Platform Representation
57

32. Introducing influencers that align with BigFuture's branding will enable the
brand's messaging to have an ever green approach that has an organic
and authentic feel to content, and will be enable the brand to weave in
messaging throughout the 2-3 year cycle of a high school student's
experience. Influencer messaging can be based on their audience
following, engagement rate, and content types. Along with how they
envision BigFuture to fit into their content format or tone of voice.
These influencers are seen as the experts in their careers and can
showcase how one's passion can still transform into a magical journey
within the post high school experience. This allows the audience to
engage with influencers and welcome them into a space that feels safe for
them to connect.
Influencer stories on behalf of BigFuture can feature serialized posts,
virtual Q&As, in-feed static images, account/page take-overs, day in the
life, and more content that intertwines into the brand's evergreen strategy.
How are We Partnering
With Them
58

33. BIGFUTURE
Influencer Pitches
33

34. 34
• Follower size 100k - 1M+
• Have a presence in multiple social platforms
• Create more than 2 content types rather than fall in within
a specific niche (lifestyle, fashion, gaming, etc)
• Provide a higher reach and influence to audiences
• Can deliver multiple asset types (video, Reels, gifs, static,
etc)
• Experience with brand partnerships & campaigns
• Align themselves with specific brands/issues and use their
popularity as a platform of awareness
• Follower size 10k- 50k
• Have a strong presence in at least 1-2 social
platforms
• Focuses on a niche usually 1 high performing
content type
• Exceeds in 1 asset format (static or reels)
• Some experience in brand partnerships & PR boxes
• Are more inclined to share what they represent and
hyper-target their audience
Macro-Influencers: Micro-Influencers:
Influencer Representation

35. Solve: How do we identify the
opportunity to incorporate influencers
into our social strategy.
Identifying the influencer strategy based
on the three pillars of Alum, Caregiver,
and Educator. Targeting the right fit for
BigFuture’s audience.
Phase 1: Identifying Opportunities Phase 2: Influencer Outreach Phase 3: Campaign Deliverables
Solve: Organizing our approach to
spotlight the right influencers for our
campaign messaging .
Spotlighting 3-4 influencer per pillar
based off the prerequisites & brand
alignment
Solve: Finalizing the timeline for
influencer deliverables, contracts, and
how they will live on the feed.
Contracting the approved influencers and
mapping out the strategy on how we will
ensure the brand messaging lives
organically on social feeds.
• Examining influencer spectrum and
audience niches
• Pulling key fits based off their
engagement rate, demographics,
assets, and audience sentiment
• Mapping out their best skill sets on
asset delivery
• Presenting the scouted options that
align with the key KPIs and messaging
• Curating a timeline from Influencer
approach, contracting, storyboarding,
and asset delivery
• Pitching the influencers to the client &
following next steps
• Completing contract and negotiations
• Confirming timeline and asset
deliverables
• Finalizing the social messaging,
strategy, and posting timelines
• Working to ensure assets go live
Influencer Phased Buildout
35

36. • Our Instagram-chosen influencers will post 2-3 static/reel
content weaving in the brand messaging on their
organic feed.
36
• BigFuture will repurpose one of each influencer’s posts
and repost it within different time frames to bring
awareness to the partnership and drive the audience
from the influencer to the page.
• Additional content from the influencer will be used
throughout the time frame of the campaign on
Instagram to break up the feed with influencer-partnered
posts. This will live only on our feed & will tag the
partnership with the influencer.
• Our TikTok chosen influencers will post 1-2 videos that work
into the approved brand messaging, filters, and features.
• These assets can direct the audience to the brand’s direct link
to find out more information.
Instagram & Facebook Content: TikTok Content:
How Will the Assets Live on the Feed?
Our strategic approach to having influencer partnerships will allow us to repurpose their content onto our social feed and have the content curated to
live on their feed as well.

37. This group of Influencers are walking the walk and are sharing the talk. Each of these
influencers have recently graduated college and went on to their career & started
creating for their Gen-Z audience.
THE ADVOCATE
At Home Chef, Barista, Life Explorer &
Mental Health Thought Leader
37
THE EXPLORER
Nature Photographer & Sports Videographer
THE ACADEMIC
Scholarship Expert &
Ivy League Graduate
The Alum Audience: The alum audience is on TikTok at a higher percentage than the other
social platforms and is more engaged with the various challenges, hacks, and influencers
on this platform.
With the number of creators on this platform taking the lead on content, we can construct
a brand messaging approach that organically weaves in each influencer to their audience
without being off-brand to their core following.
TikTok Concept Approach
Instagram Concept Approach
The Alum Audience: The alum audience still exists on Instagram
With the number of creators on this platform taking the lead on content, we can construct
a brand messaging approach that organically weaves in each influencer to their audience
without being off-brand to their core following.
The Student Alums
Facebook Concept Approach
While our alum audience may not fully be activated on Facebook, we can use their
content to create conversation with the caring adult audience. Sparking thought
starters and conversations.

38. This group of Influencers are the mentors, inspirational leaders, educators, and
helping shape the next future leaders.
THE MATHEMATICIAN
High School Math Teacher
THE LITTERATEUR
High School English Teacher
THE GUIDE
High School College Counselor
The Alum Audience: The alum audience is on TikTok at a higher percentage than the other
social platforms and is more engaged with the various challenges, hacks, and influencers
on this platform.
With the number of creators on this platform taking the lead on content, we can construct
a brand messaging approach that organically weaves in each influencer to their audience
without being off-brand to their core following.
Instagram Concept Approach
The Alum Audience: The alum audience still exists on Instagram
With the number of creators on this platform taking the lead on content, we can construct
a brand messaging approach that organically weaves in each influencer to their audience
without being off-brand to their core following.
The Educators
Facebook Concept Approach
The Facebook audience has a great reach with Millennials & teachers who are
looking to tools to help guide their young students to make great decisions &
encouraging them to learn.
TikTok Concept Approach
38

39. The nurturers, lovers, and providing care to their Gen-Z loved ones. As parents or
parent figures these influencers share the joy & laughs of caring for their Gen-Z
loved one.
THE DANCE BATTLE KING
Father of 3 & Dance Creative
THE BONUS DAD
Adoptive Father of 3 & Family Chef
THE SKIT CREATOR
Mom Comedian & Creator
THE MOMAGER
Teenager Mom & Personal Assistant
With the number of creators on this platform taking the lead on content, we can construct
a brand messaging approach that organically weaves in each influencer to their audience
without being off-brand to their core following.
The Caring Adults
Instagram Concept Approach
The Alum Audience: The alum audience still exists on Instagram
With the number of creators on this platform taking the lead on content, we can construct
a brand messaging approach that organically weaves in each influencer to their audience
without being off-brand to their core following.
Facebook Concept Approach
The Caring Adult Audience: Taking over the facebook channel for Big Future page
for original content and outreach to parents who want to dive more into the
conversation with their kids.
TikTok Concept Approach
The Alum Audience: The alum audience is on TikTok at a higher percentage than the
other social platforms and is more engaged with the various challenges, hacks, and
influencers on this platform.
39

40. MEDIA & CHANNEL
APPROACH
40

41. The Old Way
POE Models that negate the importance of storytelling
and an audience connecting with the creative
The HERO Way
Applying display and programmatic media buying
principles to social
Investing exclusively in major launches and direct
response campaigns
Treating paid media as the unique offering that amplifies
messaging through micro targeting approaches
audiences based on interest as well as demographic
Treating social as a unique entity with the added realization that
the things are audiences have talked about online have occurred
offline first. And that’s socials reflective experience of real-life story
telling and not just targeting by number
Investing in the promotion of both everyday and
campaign content
HERO’s Approach to Paid Media…
41

42. Site Analytics
Audience Refinement &
Advanced Analytics
Creative Optimization &
Development
Tactic &
Targeting Enhancement
HERO’s Process to Media and Optimization
42

43. V
CHALLENGES
STRATEGY TO
ACHIEVE GOALS
Clearing a path for all students to own their future
OBJECTIVE
RECOMMENDATIONS
Branding Positioning. Content Optimization. Strengthening BigFuture’s Digital Ecosystem.
PURPOSE
PILLARS OF IMPACT
RTBS
43
Consumer Category
Strengthen unique
selling proposition
Culture Company
Build trust, acquire and
retain students
Develop thought
leadership
Build brand identity &
change perception
A lack of agility and
communication has impacted trust
Differentiation between direct and
indirect competition is needed
Be the brand that enables
and defies the odds
Company legacy can no longer
be a (driving) value proposition
Bringing the latest trends and
providing the audience with
something to talk about
To be the first thought when the
audience is finding a guide for the
post high school experience
Built-in trust and transparency (via
case studies as key differentiators)
Build content that demonstrates
excellence, creates connectivity, and
drives thought leadership
Solution-orientated messaging and
content development that
communicates learning essentials,
and product offerings
Case studies; conveying success
metrics, support product superiority,
and industry excellence
Creation of co-sponsored work,
position internal stakeholders as
thought leaders, host panels
and conferences.
Insertion of (digital) agile process,
creation of sales, marketing, and
content partners
Pay for College Plan for College Explore Careers
• Benefit is what a product features enables you to do • Benefits help people understand what they can DO with your product
• The value helps people see WHY this matters to them
• Showcase value by mapping student goals to the product offerings
BF provides
• Help people understand what they can do with the product
• Helps students see why planning matters to them
Utilizing BigFuture’s Brand Arch to Inform the Media Approach
We recommend shifting BigFuture’s messaging strategy from information-centric to edutainment-centric to
drive resonance while simultaneously demonstrating the brand’s value and alignment with student needs and
goals.

44. V
Virtual Events
Email Owned Social & Virtual Events/ Blog/ SEO/ Hyper Virtual Events/ Paid Social/ Email Blog/
Influencer Video Newsletter SEM local Ads Video Retargeting Newsletter
Audience-centric go-to-market approach
Audience data, cultural insights, past performance data
Pay for College Plan for College Explore Careers
Umbrella messaging, creative concept and content strategy
Acquire & Activate Retain
In market performance measurement, learning, insights
44
How Bigfuture’s Media Channel Approach Comes to Life

45. Broad Audience Model Audience Mix Model
A large targeting audience of consumers who align with a
pre-defined set of demographics, interests, and
behaviors.
To avoid ad fatigue, this audience is split up evenly by
either age or region, alternating creative consistently.
Client advantage: a single set of targeting parameters
means that only one review is required by the client.
Hero builds diverse audience groups combining interest-
based audiences with custom and lookalike audiences.
Audience groups are alternated evenly across posts, or
assigned to align with post content where applicable.
Client advantage: more audience groups means more
opportunities to understand the parameters that make
the greatest impact.
Audience Targeting
HERO builds in-platform targeting audiences using two distinct methodologies – the broad audience model and the audience mix model

46. EVOLVED APPROACH WITH TOP PARTNERS
• Facebook, Instagram
• Designing a s simplified program that
would which increase ad efficiency.
• Matter Kind, Trade Desk, Zeta Global
• Align specific creative templates with
promo flights to serve more tailored
messaging and further drive performance
80
• Approach retargeting through a holistic lens,
capitalizing on cross-channel efficiencies
• Mid-month pulse check, for in flight budget
shifts between programmatic and social
• Explore budget flexibility between promo and
retargeting, especially during key timeframes
• Reallocation from underperforming media,
extending reach with top media partnerships
HOLISTIC OPTIMIZATIONS
HERO Utilizes Dynamic Targeting that Works Across Programmatic and Social to Maximize Reach

47. The creative nature of the content promoted informs the
ad optimization that hero selects when boosting the post.
Specifically, we consider
1. Where and how the story is told
2. How we want or expect the consumer to
respond
Finally, the ad optimization informs the key performance
indicators that we use to measure success.
Brand awareness, consumer engagement, new product
launch, customer acquisition, loyalty, leads, market share
Videos, illustrations, memes, animations, blogs,
infographics, polls, giveaways, coupons, live streams
Reach, engagement, video views, traffic, leads,
conversions, messages, app installs, catalog sales, store
visits, brand awareness
Reach, impressions, cpm, frequency, reactions, comments,
shares, saves, video views, cpv, video completions, link
clicks, cpc, ctr, leads, cost per lead, conversions, cost per
conversion
BUSINESS
OBJECTIVES
CREATIVE
CHOICES
AD
OPITMIZATIONS
KEY
PERFORMANCES
INDICATORS
The Ad Optimization that Improves the POE Process

48. 1. Client approval of paid media strategy and projected
success measurement based on benchmarks.
2. HERO’s media buying team sets up and launches
campaigns with precision and accuracy.
3. HERO’s optimizations team monitors and reacts to real
time performance data, optimizing for efficiency.
4. HERO’s analytics team reports on campaign
performance.
Devices
CONTENT
48
Paid
Impressions,
Reach
Shared:
Co-created Content
Influencer Outreach
Owned
Web traffic
Owned
channels
Earned:
Mentions,
conversation
& sharing,
engagement
Execution Process

49. Increase readership
and audience
Determine best
performing variations of
email sign-up modals,
recommended content,
social sharing buttons,
highlighting offers and
other promotional
options.
Monitor bounce rate to
determine what
benchmarks to use for
monitoring performance
Increase time spent on
website by visitors
Increase email
subscribers (new users)
49
A/B Testing:
Traffic/Website Performance Goals

50. HERO can purchase ads on behalf of the client and
provide monthly invoices, or integrate with the client’s
8
4
50
Ad payments
existing payment structure
Profile access
For media buying purposes, HERO requires full,
unrestricted access to all applicable brand channels,
including full permissions on Meta
Community
management and ad
moderation
If requested by the client, HERO’s community
management team can monitor consumer responses on
promoted newsfeed posts, dark ad posts, or both
3rd party tools
HERO conducts media buying in-platform to ensure
accuracy and security of the accounts; no 3rd party
publication, media buying, or analysis tools are used at
this time
Logistical Considerations

51. L A U N C H C A M PA I G N
51

52. 52

53. THE BIG IDEA
Rodeo clown, food scientist, meteorologist, midwife, project
manager, day trader...At BigFuture we know about all of them and
have a plan for how you can become any of them. You have a lot of
interests to explore, and we have all the information you need to
make the decisions that are right for you.
We won’t try to tweak your dream job; we use our wealth of
resources to help you determine the path that’s right for you so you
can do your future your way.
Campaign Idea
WHY IT WORKS
This campaign encourages the audience to embrace the moments
when they start to explore the possibilities of their future while also
challenging them to think more broadly about what they can be as
they transition out of high school. It positions BigFuture asthe
launchpad for a future as traditional, unique, or unexpected as they
can imagine. By focusing on the end state of their post high school
journey the brand is able to both foster exploration and provide
sound guidance for any path.
62

54. Future
Everybody starts somewhere.
Every lawyer. Every dentist. Every engineer.
From the people who save lives every day,
To the ones who are teaching the next generation.
Every expert was once a beginner.
Every pro was once an amateur.
And that’s why every step after high school, is a step towards your future career.
At BigFuture, we know that charting your next path first means picking a path.
And when there are so many options to choose from, it’s important that you have the right
information so you can make the right decision for you.
That’s why we have a wealth of resources to help you get started.
From choosing a career to prepping for admission tests, to planning for and paying for
college—we got you covered.
Your future is right ahead, ready for the taking—
You, the future fashion designer.
You, the future director.
You, the future change maker.
Remember, we all have to start somewhere—so let's get out there and get started today.
BigFuture
Your Future, Your Way
Internal Manifesto
Internal facing language that is meant to act as a
rallying cry for our internal team. This is not meant to
live on applications that are audience facing.
54
Launch Campaign

55. Mood boards
Campaign
In great partnership with your existing brand elements, this direction activates
the potential of the future and focuses on possibilities through bold
typography used as a framing device, photography and color.
Strong
Smart
Inspirational
Emotive
55

56. Brand Color Palette
Option 1
The brand color palette takes subtle cues
from the existing BigFuture colors and builds
from them. We keep neutrals of black, white
and grey in place and use our accents to
bring energy, vibrancy and sophistication to
the overall design language. Pantone XXX C
#XXXXXX
RG B
Accent 1
Pantone XXX C
#XXXXXX
RG B
Accent
Pantone XXX C
#FF6700
RG B
Accent 2
Pantone XXX C
#XXXXXX
RG B
Accent
Pantone XXX C
#1750f5
RG B
Primary
Pantone XXX C
#0281fe
RG B
Accent 1
For the purpose of illustration, you will see color palette
option 1 flowing through the design direction. Please note
the color palette has not been finalized.

57. 6
6
6
6
PHOTOGRAPHY STUDIO SETUP
COLOR CARDS

58. PHOTOGRAPHY LIFESTYLE
67
67

59. Headline and Subtexts
Avenir
FONTS
Titles
Paragraphs
68
Bold Book Light
Aa Bb Cc Dd Ee Ff Gg
0123456789
Roboto Sans Regular Bold Black
Aa Bb Cc Dd Ee Ff Gg
0123456789

60. Path
Treatments
Explanation TK
ILLUSTRATIVE P
ATH | For Path Illustrations and Over Lifestyle
A-B DIRECTIONAL PATH | Directional Element on Hero Imagery PATH PATTERNS | Background Patterning and Text Driven Messaging
Meet Mel
Biology and Ecology Majors

61. 70
MOODBOARD CONTENT TYPES
PHOTOGRAPHY STUDIO SETUP
POST TYPES: HERO CONTENT
PHOTOGRAPHY LIFESTYLE
POST TYPES: PROGRAMMING
PHOTOGRAPHY LIFESTYLE
POST TYPES: SECONDARY IMAGERY, BACKGROUNDS AND TEXT POSTS

62. BigFuture | Campaign Idea 2
• 1 Website Homepage mockup (above the fold)
• 3 Social Media posts
• 1 Email - Welcome email
• OOH
62
Campaign 2
Applications

63. BigFuture Campaign Idea 2 // Website Homepage
WEBSITE
EMAIL
EMAIL
63

64. BigFuture knows that every expert was once a beginner.
An expert who, every step after high school, was brave enough to take a step towards
their future career.
BigFuture helps build the road, so you can choose a path. It's overwhelming to make the
right decision, but not when you have the right people there to support you.
People who help you pave your own way to the right career, prep for admission tests,
plan out your goals, and pay for college—with every step of the way, we have the
resources to help you get started.
Your future is right ahead, ready for the taking—
You, a future director,
You, a future dentist,
You, the change maker the world needs.
We're all trying to get somewhere—and getting somewhere starts with BigFuture.
BigFuture
Your Future, Your Way
Mission
External facing language (inspired by the manifesto)
that be forward facing and live in places such as the
website.
64
Launch Campaign
External Mission

65. Social
Media
This social campaign taps into
showcasing the variety of career
avenues that may seem
unconventional to the Type A
person, but it displays that your
passion can be your career.
The faces represented here show
that anyone can lean into their
passion and claim their journey.
The story series will be Q&As
highlighting a Gen-Z or 26-30 year
old millennial and how they found
success in their out-of-the-norm
job—creating the inspirational
segment for gen-z's to see a
positive reflection.
BigFuture Campaign Idea 2 // Social Media
Campaign Idea 1
65

66. Carousels will showcase how these experts in their craft started at the same place our
gen-z audience is currently at. With a passion and figuring out if this passion leads to
a career. The carousels will have a front frame introducing the persona and leading us
into their story within the following two structures and ending on the last frame with a
direct CTA to get started in their career with BigFuture's platform.
WIP
Summer 20
23
@ www.bigfuture.com
Find your own
path towards:
FOOD
STYLING
Find schools and courses

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68. 77
BigFuture
Y O U R FUTURE, Y O U R W A Y
SUMMARY
Brand Refresh
Launch Campaign: Revision
Future
Y
O
U
R
F
U
T
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R
E
,
Y
O
U
R
W
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•
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•
Color Palette
Options
(Pending)

69. Q & A

70. T H A N K YO U