EPICEDCapstone.compressed

EpicEd A STRATEGIC CAMPAIGN
BY TEAM LEVEL UP1

Executive Summary ..............05
Situation Analysis ................ 09
Research ...............................17
Insights ..................................31
Creative Brief ........................37
Tactics ...................................41
Strategy .................................47
Meet the Team .......................61
Appendix ...............................73
TABLE OF CONTENTS
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This document was produced by AdZou at the Missouri School of Jo u r n a l i s m . The
contents are the p ro p e rty of EpicEd. All information is confidential and pro p r i e t a ry and
shall not be modi-f i e d , re p ro d u c e d , distributed or used for any purpose without prior
written consent of EpicEd . © COPYRIGHT 2016. May 4, 2016
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EpicEd gave us the task of improving
awareness of the company’s summer camp and
the brand itself as they expand from Columbia to
St. Louis and Chicago. In the summer of 2015,
EpicEd ran their first round of camps for middle
and high school students, ages 11-16. Middle
schoolers were more receptive to the camp
than high schoolers. In high school, parents are
less involved in planning their child’s summer
activities. We want to generate awareness around
EpicEd’s brand, and highlight the benefits of this
camp and gaming in general.
We are targeting Mindful Moms with
children in middle school, ages 35–45.
These parents want their children to have
an enjoyable childhood and are aware of
their child’s classroom performance and
behavior. They make all financial decisions
for their child and are their primary source of
transportation.
A sub–target we have created are the
Timid Tweens who will be attending the
gaming camps. These children are video
game enthusiasts, but struggle to connect
with kids their age. They tend to shy away
from expressing themselves in groups due to
a lacking social skills.
EXECUTIVE SUM
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Our campaign strategy includes messaging
targeted at both parents and their children. As the
primary consumer, parents must understand the
benefits their child will receive from participating
in any activity. We also want our campaign’s
message to appeal to the Tween target, so they
are excited to attend the camp.
Primary research revealed that parents
noticed a positive change in their child’s attitude
and self-esteem. Parents valued the camp as a
safe place for their child to interact socially with
others their age. Our research also explained
that some parents have a negative perception of
gaming for children.
EpicEd has no existing direct competitors,
which gives them the opportunity to build their
brand as a new-aged camp that promotes
development in a unique way. This campaign
will generate a stronger social media and
online presence, and aims to connect EpicEd
with organizations to promote enrollment. All
of our marketing tactics will carry a fun and
informative tone.
MMARY
7

COMPANY :
SITUATION ANALYSIS
MISSION STATEMENT: Allow students to grow socially, mentally and physically while playing
their favorite games.
VALUES: Exercise, Perserverance, Integrity and Cooperation
COMPANY VISION: Bring lessons learned through gaming into the everyday lives of campers.
Our curriculum embraces lessons in sportsmanship, and bring gamers together in a healthy
social environment to engage them both mentally and physically.
FINANCES: Enrollment fees are currently the only source of revenue for EpicEd.
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HEALTH: Incorporating video games as an educational tool is a growing trend, and allows for
transformative and kinesthetic learning styles. Tech-based summer camps generally focus on
teaching technology development skills, including coding, programming and robotics. Some
of these camps strongly emphasize team competition.
EMERGING CATEGORY: Teamwork based gaming camps are a new category and EpicEd has
emerged as one of the first camps of its kind. This gives EpicEd a lot of creative freedom as
they continue to develop their company’s brand. Future marketing efforts should explain the
experience provided at camp, and educate parents about the benefits EpicEd will provide
their student gamer.
TYPICAL MARKETING: To generate awareness, summer camps usually utilize school
newsletters, newspaper advertisements, word-of-mouth marketing, social media and flyers.
EXTERNAL FACTORS: A lack of transportation and parent availability can be a barrier that
prevents a child from attending camp. Also, price may sway our consumer during their
decision process.
SEASONALITY: There is a high demand for camps during the summer season. To increase
revenue, EpicEd can offer similar camp opportunities as after school programs and during
school breaks.
CATEGORY :
11

SITUATION ANALYSISCONSUMER :
CAMP CONSUMERS: Campers are middle school students, ages 11-14 with a strong interest
in gaming. Their parents make or influence most of their decisions and control the camper’s
finances.
PURCHASING CONSUMER: Parents of the campers enroll and pay for the camp, so they are
our primary target for our marketing campaign. They are looking for a safe activity their child
can participate in during the summer.
PROFITABLE OPPORTUNITIES: EpicEd should market their brand through advertising and
social media. Parents are active on social platforms, and can help raise awareness through
shared posts. Offering more camp opportunities during the year would generate more profit.
BARRIERS: Some parents are not open to learning about the benefits gaming camps can
offer.
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COMPETITION :
DIRECT: We did not find any direct competitors to EpicEd. This camp provides a unique
experience for campers that no other existing camp currently offers.
INDIRECT: Summer camps for middle schoolers in the area provide some competition for
enrollment. EpicEd teaches teamwork and provides social opportunities similar to sporting
camps. It would be beneficial to focus on reaching future campers through existing gaming
communities.
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STRENGTHS
SWOT
Provides a safe, place for campers to meet kids
their age with similar interests
Improves social engagement and develops
team building skills through competition
Technology camps for teens is a growing
trend
No direct marketplace competitors
Little to no marketing or social media presence
Limited information about company available
to public
Start-up companies lack credibility with
consumers
Company’s vision may be easy to replicate
WEAKNESSES
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OPPORTUNITIES THREATS
Some parents have a regative perception of gaming
in relation to a child’s developement
Other gaming systems incorporate a physical and
mental element into the game’s programming
Increase brand awareness by expanding the
summer camps to other locations in the Midwest
Expand camp opportunities to weekends, seasonal
breaks and after-school programs
Monopolize in a growing market to create lasting
brand equity
Utilize school handout opportunities to directly
market the brand to parents
Inform campers about online gaming safety through
activities and guest speakers
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TWEENS & VIDEO GAMES:
Children across all races (ages 6-13) spend most of their own money on video games as compared
to other entertainment technology. These children also spend more time playing video games than they do
watching TV.
Although the lower end of this age range shows no significant gender gap, as children get older, video
game players become predominately male. These males enjoy video games as an environment where they
can compete and win against other dedicated players. Video games provide a space for them to accomplish
quests and master skills at a faster rate than in other competitive environments.
TWEENS, TECH & PARENTS:
Tweens are active in the consumer buying process of the technology they use and aspire to use.
Parents of these tweens use this technology as an experience they can enjoy as a family; traditionally
broadcast television was the primary activity families did together, but with the decline of broadcast TV came
new technologies in its place.
Millennial parents, specifically Millennial fathers, are most likely to purchase video games. They are also
most likely to willingly let their children make direct decisions about technology purchased for the themselves
and their family.
SECONDARY
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VIDEO GAMES & EDUCATION:
Video games are a positive tool in education, assisting in the mastery of tedious topics through
gamification. Video games activate the mastery mindset, which serves as the thought processes directly
linked to longterm memory. This is done through transformative play, the task of taking a skill used in a game
and applying it to situations outside of the game, and kinesthetic learning, which includes learning by using
your hands and other physical motions. An APA study of 58 middle school children found that the use of
video games to learn mathematical processes was effective because it allowed students to connect with their
learning through their ability to accomplish, to know, and develop their ego.
YOUTH ORIENTED TECH COMPANIES:
There is no direct competition to EpicEd, however, summer camps for tweens and eSports compe-
tition teams are scattered throughout the region and the nation. eSports as a business nets $612 million in
North America and attracted 134 million viewers for the national competition in May 2015.
Summer camps for tweens generally focus on educational development to give them an edge for
the upcoming school year, sports camps to train them as stronger athletes. These camps vary in price and
experience level but are usually marketed as a fun and structured way to develop socially, as well as in the
area of the camp’s expertise.
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PRIMARYPARENTSURVEY:The following survey was distributed to all parents who sent a minimum of one child to the 2015 EpicEd Gamer camp. Our
goal of this research tactic was to collect feedback and learn ways to improve the camp.
-75% of parents claim positive self-esteem is the most important contributor to their
child’s development
-Some parents saw social, communication and emotional improvements in their
children after attending EpicEd’s camp
-100% of parents would recommend this camp to a friend
-A majority of parents believe that gaming teaches children valuable lessons
-75% of parents are interested in similar opportunities for their children to game during the
school year
KEY FINDINGS:
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TEACHER SURVEY:This survey was distributed through a newsletter to teachers across the state of Missouri. Our reasoning behind this
survey was to gain an understanding of how teachers perceive gaming as an educational tactic.
-57% of surveyed teachers find value in incorporating gaming in a classroom setting
-Higher student engagement has occurred when using technology/gaming in schools
-Over50%ofteacherspersonallybelievethatgamingisgoodforchildren,butonlyinmoderation
-More than 70% of teachers feel it is realistic to incorporate gaming in a classroom setting
-100% of teachers believe they have students in their classroom who would benefit from a
program like EpicEd
KEY FINDINGS:
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PARENT SURVEYThe following survey has been designed to gather information regarding your child’s experience at the 2015 EpicEd summer camp.
We are looking for ways to better this experience for future campers, and we value your honest opinion. To show our appreciation
for your feedback, we will randomly select two respondents to receive a 25% discount off their next Epic Ed purchase. This survey
should take no more than 5-10 minutes to complete.
How would you classify your child’s gaming habits?
My child rarely plays video games
My child plays video games on occasion
My child frequently plays video games, but has other hobbies
My child plays video games almost exclusively
Playing video games is my child’s only hobby
Which statement best describes your personal stance on gaming for children?
Gaming provides an enjoyable experience
Gaming teaches valuable lessons to children
Gaming is a fun activity for children
Gaming can be good for children, but only in moderation
Gaming is a waste of time
Please rank 1-5, 1 being most strongly, the degree to which each of the following contributes to your child’s development.
Educational success
Social interaction skills
Positive self esteem
Curiosity and exploration
Physical activity
What was your child’s favorite thing about attending EpicEd summer camp?
Improved gaming skills
Lessons to apply to life outside of gaming
New friendships
Fun gaming environment 22

What positive changes did you notice in your child after attending the EpicEd summer camp? Check all that apply.
Social/ communication improvements
Increased physical activity
Academic improvements
Emotional/ self-esteem boost
How do you feel about your child’s EpicEd summer camp experience?
Positive experience, I will be sending my child again
Positive experience, however, I will not be able to send my child again
Negative experience, I will not be sending my child again
Would you be interested in opportunities for your child to to participate in similar gaming experiences during the school year?
Yes
No
Prompted if selected yes: What time is most convenient for your child to attend additional EpicEd gaming opportunities?
Weekends only
After school only
Both weekends and after school
Would you recommend the EpicEd summer camp to a friend?
Yes
No
Why prompted you to send your child to the EpicEd summer camp?
(Open-ended)
In what way can Epic Ed modify their summer camp to improve your child’s overall experience?
(Open-ended)
Thank you for completing this survey. If you or your child would be willing to speak with us in greater detail regarding their
experience at the camp, please provide your email and phone number, and we will be in contact with you soon.
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TEACHER SURVEYThe following survey has been designed to gather information concerning the potential benefit or harm of utilizing gaming to enhance student learning. We
appreciate your time and honest feedback on this topic. This survey should take no more than 5-10 minutes to complete. Thank you!
Which age group do you teach?
Elementary School
Middle School
High School
Other
1. Do you incorporate interactive learning strategies in your classroom?
Yes
No
2. Prompted if selected yes: Which interactive learning strategies do you utilize and why?
(Open-ended)
3. Do you find technology to be a distraction in the classroom?
Yes
No
4. Do you find value in incorporating gaming into education?
Yes
No
What positive outcomes have you seen when utilizing technology/gaming in your classroom? Please check all that apply.
Higher student engagement
Enhanced independent learning
Increased opportunity for interactive learning
Improved social engagement
In your opinion, are there any negative outcomes associated with technology/gaming in the classroom?
Yes
No
Prompted if selected yes: Please describe negative outcomes of using technology/gaming in the classroom.
(Open-ended)
Do students use technology in your classroom to enhance their learning?
Yes
No
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Prompted if selected yes: In what form is technology utilized in your classroom? Please check all that apply.
Desktop computer
Laptop
Tablet
Gaming system
Which statement best describes your personal stance on gaming for children?
Gaming provides an enjoyable experience
Gaming teaches valuable lessons to children
Gaming is a fun activity for children
Gaming can be good for children, but only in moderation
Gaming is a waste of time
Do you believe that utilizing gaming in the classroom is beneficial?
Yes
No
Do you believe that utilizing gaming in the classroom is realistic?
Yes
No
Have you found that giving your students small breaks during the day is beneficial to their learning and comprehension?
Yes
No
Do you believe that gaming has the potential to provide positive social interaction between students?
Yes
No
We are gathering research to improve an educational gaming program that is currently offered to middle and high school students in Columbia. The specialized
curriculum of this program allows students to grow socially, mentally, and physically while playing their favorite games.
After reading about an educational gaming program, would you feel comfortable promoting a program of this type to your students? Please explain why or why not.
Yes (open ended)
No (open ended)
Do you have students in your classroom who you believe would benefit from an educational gaming program like this?
Yes
No
Prompted if selected yes: What qualities might a student possess that you believe could benefit from an educational gaming program?
(Open-ended)
Is there anything that you think directly aids or harms the learning environment in relation to gaming in the classroom? Please explain.
(Open-ended)
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IN-DEPTH INTERVIEWS:
The following interviews were conducted with parents who sent at least
one child to the 2015 EpicEd gamer camp. Our goal of this research tactic
was to collect more feedback about their experience and learn ways to
improve the camp.
“This camp was really
the first time my son felt
like he fit in somewhere.”
-Julie McDermott
“Parents will be more likely to
buy into it if they can see the
educational benefit. There are
studies out there that show that
surgeons are better surgeons if
they’regamers.”-JulieMcDermott
“At camp, we would usually
do 10 jumping jacks, 10
squats and 1 minute wall sits.
I think it helped my gaming.”
-Landon Clay
PRIMARY
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“Where he goes to
school, kids are very
athletic. The school puts
a lot into athletics, but I
didn’t feel like my son
connected with that a
lot.” -Julie McDermott
“The social aspect of school
and working with others is so
necessary for the real world.
Positive self-esteem allows you
to do more and push yourself to
be better.” -Kelly Clay
“Not many people at my
school are gamers. At
camp, I finally got to meet
people who know what I
like!” -Brady McDermott
“You get to play fun
games and you not only
learn life lessons that you
are going to need, but
you also get to have fun.”
-Braden Clay
“Gaming is necessary
for children to learn.
Technology isn’t going
anywhere, so I see it as a
must.” -Kelly Clay
“I think this is a good alternative
for kids that are competitive but
not athletic. This fills a big need
for kids where they can socially
connect.” -Julie McDermott
“Therearekidsthatlikegaming
but their parents won’t let
them do it because they don’t
see the benefit, so you have to
get the benefit out there.”
-Julie McDermott
Bullying is real. If kids
don’t feel good about
themselves or don’t
feel like they belong,
that can carry over into
everything.” -Kelly Clay
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IN-DEPTH INTERVIEWS
CHILD INTERVIEW QUESTIONS:
What was your favorite thing about gaming camp?
What would you want to be different about camp next year?
How would you explain this camp to another friend?
Would you want to go back to this camp again?
What did you do there?
What was your favorite game?
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What was your child’s reaction after his/her first day of camp?
What were you hoping that you child would get out of this camp? Did you see this outcome?
Has your child kept in touch with other children they met at camp?
Is your child still demonstrating what they learned from camp in their social, physical, and ‘gaming’ life?
What positive changes did you notice in your child after attending the EpicEd summer camp?
Would you send your child to this camp more than once a year?
Why did you sign your child up for this camp?
In your own words, how would you describe/sell this camp to your friends with children? What would be your selling point? What
was the selling point for you?
Please rank 1-5, 1 being most strongly, the degree to which each of the following contributes to your child’s development.
Educational success
Social interaction skills
Positive self esteem
Curiosity and exploration
Physical activity
What positive changes did you notice in your child after attending the EpicEd summer camp? Check all that apply.
Social/ communication improvements
Increased physical activity
Academic improvements
Emotional/ self-esteem boost
None of the above
PARENT INTERVIEW QUESTIONS:
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“
Maintaining a positive self-esteem is crucial
to a child’s development, and team building
activities help esteem prosper. Not every
kid is an athlete. Sports become more
competitive when you’re older, so my child
is less likely to make the team. Kids who
aren’t athletes need a safe place where
they can grow socially and feel good about
themselves. Our society puts so much
pressure on sports. It’s important for every
child to have something they can be proud
of, and for a lot of kids, that isn’t athletics.
32

INSIGHTS
“My child is a fierce competitor, but would
rather compete on his gaming system than on
the field. I understand all children have special
interests, but competing in sports doesn’t
appeal to my son. I want him to learn the
life skills that sports teach like a competitive
edge, teamwork, and social skills. I want to
support his interests, but I also want to ensure
that his childhood is comprehensive.”
NOT EVERY KID IS AN ATHLETE
FIND YOUR GAMING COMMMUNITY
“My son loves playing video games, especially
with his friends. He’s never really been into any of
the extracurricular activities his school offers, but
he has found a love for gaming. The only problem
is that there is a lack of clubs and camps available
for him to enjoy this type of experience like sports
camps offer. I want my son to feel like he fits in and is
comfortable in his surroundings while meeting new
kids that share his interests.”
TEAMWORK BOOSTS SELF ESTEEM
“Most parents would agree that a positive self-esteem
is crucial to their child’s development. I want my son to
be participate in activities that he enjoys, but that also
provide some benefit. There is a lot of value in programs
that incorporate a social element. Learning how to work
with others is so important, and these skills are necessary
for the real world. With a positive self-esteem, kids are
more likely to try new things and push themselves to be
better.”
PUT A FACE TO THE GAMERTAG
“Many parents would feel more comfortable knowing who their
children are gaming with rather than risking them connecting with
online strangers. I want my child to interact with his peers in a
safe gaming environment. Many children, and even some parents,
don’t realize how dangerous online gaming can be. Ensuring that
my child is doing something they love while being safe would
definitely put my mind at ease.”
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EpicEd was founded on strong core values and
aims to facilitate growth and learning through
competitive gaming. This company’s curriculum
teaches campers lessons that they can apply to
their everyday lives as they continue to develop
and grow into adults. The camp offers lessons in
teamwork and gives a shared social experience
which teach life skills that go beyond the game.
Teamwork goes beyond the game.
BIG IDEA:
35

WHO:
WHERE:
Timid Tween - Sub Target: Jacob age 11-14
Jacob is in middle school and loves playing video games. He is active in all the aspects of video game
culture: playing, collecting video game merchandise, and keeping up to date on trending games.
Jacob does not care for sports, and has some difficulty fitting in with kids at school because he
cannot find kids with similar interests. He likes to use his imagination, but shies away from sharing
with others because he feels as if he doesn’t fit in with kids his age.
Our campaign will aim to reach moms in Columbia, St. Louis and Chicago.
CREATIVE BRIEF
Mindful Moms - Melissa | 35-45
Melissa wants her children to excel in school and be well rounded. As a parent, she is focused on how her
children see themselves and how they will handle the real world on their own. She is concerned that her
child would rather to sit in front of the television than go outside and play with friends. Melissa is worried
her kid in middle school is having trouble fitting in. Melissa relies on word of mouth recommendations from
her influence group while raising her children.
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WHAT:
WHY:
CREATIVE SPARKS:
We must inform parents of the benefits EpicEd will create for their child. This camp offers an opportunity
for children that enjoy gaming to come together, interact, and socialize with peers who share their
common interest. The camp’s two person tournaments allow less athletic children the chance to grow
their teamwork skills and exerccise their competitive like that a sports camp would offer. This camp
can teach children important life lessons during an influential period of their development. EpicEd
connects them to social, physical and educational aspects of life that gaming alone does not provide.
Through marketing efforts, we hope to improve awareness of the EpicEd summer camp and other future
programs. We want to inform parents of the benefits of gaming, and change the negative perception
of gaming that many parents currently have. We hope the participants will see this camp as a place of
belonging where they can learn valuable life lessons and improve their gaming skills.
-Not all kids are athletes
-A club for gamers
-Connection
-Belonging
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PROVIDE MORE PROGRAMS
EpicEd will benefit from providing gamers with additional program opportunities.
Survey results revealed that parents who sent children to the 2015 summer camp are
interested in more gaming opportunities, particularly during weekends.
KEEP GAMERS CONNECTED
HIGHLIGHT THE BENEFITS
TACTICS
While gaming does aid in the development of children, many adults are unaware of its
specific benefits. All marketing efforts should aim to educate consumers about these
benefits, and highlight the potential for gaming scholarships and careers.
In order to keep gamers connected after camp, EpicEd should share participant
gamertags. This will allow campers to continue to compete with and against their
friends, and result in safer online gaming.
42

TEACH ONLINE SAFETY
It would be in the camp’s best interest to capitalize on the opportunity to discuss online
safety and the dangers of online predators. Campers will be more likely to take this
topic seriously if it is presented by an authoritative figure, such as a police officer.
INCLUDE EDUCATIONAL GAMING
EpicEd should consider revolving a camp around an educational game. This would
benefit camper’s learning, and can be a selling point to help apprehensive parents
stand behind a gaming camp.
EXECUTE CALL LIST
Creating a call list will help EpicEd would be able to expand their direct marketing to
schools and afterschool programs. This call list would be an organized set of contacts
that EpicEd can use to reach out and raise awareness of the brand and its purpose.
This will be beneficial to the company as they continue to expand to new locations.
MONITOR SOCIAL MEDIA
EpicEd should utilize social media to connect with their consumers, with a strong
emphasis on Facebook. The target is most active on this platform, and Facebook
allows information to be shared efficiently in parent groups.
43

CALL LIST
EpicEdrequestedthatwegenerateacalllistwithprospectivecontacts
for the company to connect with. We hope that the organizations we
found will facilitate positive conversations about EpicEd and their
message, and become allies for developing brand awareness. The
contacts we provided are located in Columbia, St. Louis and Chicago.
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Organization Name Organization Function Person of Contact Phone Number Email Location
St. Louis Area
Boys & Girls Club- St. Charles County Youth outreach program Craig Leavell, Exec. Dir. (636) 946-6255, ext.552 cleavell@bgc-stc.org
Girls Inc. Mentoring and development program for girls Cheryl Jones, Pres. (314) 385-8088 cjones@girlsincstl.org
Boys & Girls Club- Greater St. Louis Youth outreach program Reggie Jones, Club Director (314) 335-8101
YMCA- St. Louis PJ Brennan, Youth&Family Dir. (314) 768-9622 pj.brennan@gwrymca.com
Youth Learning Center Anna Boston, Volunteer & Administrative Coordinator (314) 531-9916
Gateway Middle School Dr. Aisha Grace, Principal (314) 241-2295 Aisha.Grace@slps.org
Neighborhood Houses Offers after school programs at various schools and locations in the STL are Kathleen McCadden (314) 561-3337 kmccadden@neighborhoodhouses.org
St. John's United Church of Christ Hosts many summer camps for children Rev. Becton, Music & Youth Minister (314) 534-4400 revbecton@sjuccstl.org
Oak Hill Elementary School Miss Kimberly Harper, Family and Community Specialis (314) 481-0420
Castlio Elementary School Bridgett Niedringhaus, Principal (636) 851-4387
1211 Lindenwood Ave., St. Charles, MO
3801 Nelson Dr., St. Louis, MO
2901 N. Grand Ave., St. Louis, MO
930 Holly Hills, St. Louis, MO
4471 Olive St., St. Louis, MO
1200 N Jefferson Ave., STL
326 S. 21st Street, Suite 301, St. Louis, MO 63103
4138 N. Grand, St. Louis, MO
4300 Morgan Ford Road, St. Louis, MO
1020 Dingledine Road, St Charles, MO
Organization Name Organization Funcation Person of Contact Phone Number Email Location
Chicago
Skinner Elementary School Deborah M. Clark, Principal (773) 534-7790 1260 W Adams St, Chicago, IL
Boys & Girls Club Chicago Youth Outreach Program (312) 235-8000
Chicago Youth Programs: Uptown Offers many programs in the city of Chicago for youth Shawnice Reid, Director (773) 398-3517 uptown@chicagoyouthprograms.org
Alexander Graham Bell Elementary School Sandra Caudill, Prinicpal (773) 534-5150 sacaudill@cps.edu 3730 N. Oakley Ave., Chicago, IL
House of Hope Church that hosts many programs for youth (773) 568-8901 752 E. 114th St., Chicago, IL
St. Sabina Academy: The Ark of St. Sabina Community youth center (773) 483-4333 1210 W. 87th Place, Chicago, IL
YMCA of Metro Chicago (312) 932-1200 1030 W. Van Buren St., Chicago, IL
Clara Barton Elementary School (773) 535-3260 7650 S. Wolcott Ave., Chicago, IL
Galileo Scholastic Academy of Math & Science Ms. Jodi M. Pinkerton, Principal jpinkerton@cps.edu 820 S. Carpenter St., Chicago, IL
North Park Covenant Church (773) 463-0055
550 W. Van Buren St., Suite 350, Chicago, IL
5250 N. Christiana Ave., Chicago, IL
COLUMBIA, MO
ST. LOUIS, MO
CHICAGO, IL
Organization Name Organization Funcation Person of Contact Phone Number Email Location
Columbia
Boys & Girls Club of Columbia Youth outreach program (573) 874-1697
Jefferson Middle School Dr. Greg Caine, Principal (573) 214-3210 gcaine@cpsk12.org
Ann Hawkins Gentry Middle School Dr. Jeffery Beiswinger, Principal (573) 214-3240 JBeiswinger@cpsk12.org
John B. Lange Middle School Dr. C. Bernard Solomon, Principal (573) 214-3250 BSolomon@cpsk12.org
Smithton Middle School Dr. Ed Schumacher (573) 214-3260 ESchumacher@cpsk12.org
West Junior High School Dr. Connie Dewey (573) 214-3230 CDewey@columbia.k12.mo.us
Rainbow House Homeless youth shelter/advocacy center for kids Janie Bakutes, Executive Director (573) 474-6600, ext. 2106 jbakutes@rainbowhousecolumbia.or
Fun City Youth Academy Non-profit organization that offers programs for youth Consuela Johnson, Director (573) 256-1436 consuela@funcityyouthacademy.org
ARC (Activity & Recreation Center) Health club/activity center (573) 874-7700
Fairview Elementary School Diana DeMoss, Principal (573) 214-3590 DDemoss@columbia.k12.mo.us
1200 N. 7th St., Columbia, MO
713 Rogers St., Columbia, MO
4200 Bethel St, Columbia, MO
2201 Smiley Ln, Columbia, MO
3600 W Worley St, Columbia, MO
401 Clinkscales Rd, Columbia, MO
1611 Towne Dr., Columbia, MO
318 Park Ave., Columbia, MO
1701 W. Ash St., Columbia, MO
909 S. Fairview Rd, Columbia, MO
45

SEO & Google Search Trends:
A large portion of EpicEd’s marketing budget should go towards purchasing Google Adwords, which will
increase EpicEd’s exposure in the digital search space. Google Trends show that the terms “summer camp”
and “summer camps” consistently rise and fall in national Google search interest at 2.4 million average
monthly searches for “summer camp” with the highest spikes during April, May and June.
Key words to include in the Google summary include: summer camp, teen camps, gaming camp, gaming
club, summer activities and teenage. These keywords would target the geographic locations of Columbia,
St. Louis and Chicago.
STRATEGY #1
48

SEO:
(Crystal Lake) and Columbia, MO.
EpicEd Video Game Summer Camps for kids and teens in St. Louis, Chicago
https://epiced.co/
EpicEd
columbia mo summer camp
49

STRATEGY #2Midwest Mommy Bloggers:
One of our suggested media tactics for The EpicEd Expansion Pack is to use the power of Mommy Influencers
to convince other moms that EpicEd is a worthwhile experience for their children.

EpicEd has already seen great success using word of mouth endorsements from previous Epic Gamer parents
to get others to enroll their children in upcoming camps. We have two options to offer these potential Mommy
Bloggers. One, if there is enough capital, EpicEd would provide these mother’s children a weekend version
of Epic Gamer camp. They would then report on their own positive experiences via their blog. However, we
are aware of the company’s start up status and have chosen blogs that would not necessarily need direct
involvement with the camp to write a native advertising piece but still have a strong ROI.
1. Chicagonista (chicagonista.com), this blog focuses on things for children and families to do around the
Chicago area. They also provide reviews and promotions about services or products offered around the area.
2.ScaryMommy(scarymommy.com)isablogsitewithalargenationalfollowinganddevelopedunderstanding
of native advertising. Although Scary Mommy is a national blog, we believe their following is large enough
that the cost of advertising with Scary Mommy will pay off despite currently limiting services to the Midwest.
This can also be a soft testing ground for EpicEd’s national market interest.
3. Alpha Mom (alphamom.com) is another nationally ranked blog site for mothers looking for advice and
support. Alpha mom has a section of their blog titled “Alpha Labs” where they test new products and services
for their followers.
50

STRATEGY #3Guerilla Marketing
Previous EpicEd camps soley utilized word of mouth marketing to advertise the brand and were able to
generate strong enrollment. Another tactic we plan to use that can help influence word of mouth marketing is
guerrilla marketing. These marketing tactics use lesser priced, unconventional ways of advertising and create
a buzz around their name and bring more awareness to the brand.
We have focused on two forms of guerilla marketing for this campaign. The first tactic is creating a promotional
flyer about EpicEd that can fit in the front of a videogame case. This “hidden flyer” can be placed inside
gaming stores like Gamestop, Game City, or Slackers and will appear to blend in with games our consumer is
shopping for. This particular case will be at the checkout desk and have signup sheets and more information
about the camp that parents can take with them. Advertisements should be in a convenient spot for the
target so it doesn’t interrupt their experience. This type of marketing allows for successful product promotion,
and is present at a less stressful part of the purchasing process where they can think about things other than
buying a game.
Another form of guerilla marketing includes using bumper stickers and computer stickers. Stickers are an
easy way to spread awareness of EpicEd’s name. This marketing strategy will be ellective because stickers
are inexpensive to print. Stickers can also be a good conversation starter. When a friend sees EpicEd’s logo,
they may ask what it is, which allows for the supporter to share their positive experience.
52

STRATEGY #4Social Media Marketing
EpicEd can effectively use social media to reach their target consumer. For Mindful Moms, the most utilized
social media platform is Facebook. Our in–depth interview with Julia McDermott revealed that Facebook is
the top place for parents her age to see, interact, and share content with their friends. Increasing EpicEd’s
online social media presence with Facebook Ads and Facebook’s site will allow for more brand exposure
around our desired target.
In order to effectively reach EpicEd’s target audience, we chose to focus on Facebook and Instagram.
Facebook targets our Mindful Moms to increase awareness of the camp and to get EpicEd’s name around
social media. According to our research, 72% of online American adults use Facebook. With our target
audience being age 35-45, we believe this is our best way of reaching them through social media.
We chose Instagram as a medium to engage with our consuming target, the Timid Tween, age 11-14. Through
our research, we realized that Instagram is the most commonly used social media platform among this age
group. While many tweens are on Facebook, the majority are active on Instagram. This platform is a great
way to engage with this audience, through photos and short videos.
Along with our suggested social media posts, we have created a social media content calendar. This calendar
highlights the specific days that we encourage EpicEd to post, along with the platforms they should be
posting on. Staying active on social media it ensures that EpicEd is engaging with their target and increasing
brand awareness.
56

Facebook Posts:FACEBOOK COVER PHOTO:
58

Leading the team as our Account Executive, John Becker coordinated communication between our
client and the team as well as assisting the team with individual projects. Originally from Jacksonville, IL
John feeds his competitive eSports drive by playing FIFA ‘16 and Rocket League. After graduation, John
aspires to become a new age explorer.
John
Becker
ACCOUNTEXECUATIVE
66

As Level Up’s Account Planner, Sarah Winter led primary research efforts to shape our target market and
understand consumer needs. Sarah, a Chicago native, has a curious mind she hopes will lead to a future
full of adventure. After graduation, she hopes to join a digital agency, where she will continue to efficiently
connect brands with their consumers.
Sarah
Winter
ACCOUNTPLANNER
67

Bridging the gap between client needs and the creatives, Amy Novotny tackled Media Planner for
Level Up. A right brained creative thinker from Chicago, Amy loves walking the line between analytical
and artistic. After graduation, Amy wants to work with numbers and creative strategies at an agency
she loves.
Amy
Novotny
MEDIAPLANNER
68

Heading Public Relations, Maren Wilburn comes from the southside of Chicago. Maren enjoys bringing
people together to promote causes, products, and brands she stands by. Personable and empowering
to those around her, Maren wants to mold her career by becoming a public relations extraordinaire
working in government, sports or entertainment.
Maren
Wilburn
PUBLICRELATIONS
69

The mastermind behind the imagery of the EpicEd Expansion Pack is Graphic Designer Katelyn Winker.
An adventure seeker and animal lover from Cedar Rapids, IA, Katelyn’s positive thinking and motivational
skills pushed her to create the graphics featured. Katelyn is working toward becoming an account
planner for a creative agency.
Katelyn
Winker
GRAPHICDESIGNER
70

At the hub of the campaign’s social connection, Abi White was Level Up’s Social Media Strategist.
With the ability to thrive in fast paced environments, Abi developed a quickly implemented and easily
adjusted the social face of EpicEd. Kansas City is her home, but she’s ready to take on a new adventure
and work for an ad agency as a social strategist or campaign manager.
Abi
White
SOCIALMEDIASTRATEGIST
71

Writing the narrative of the EpicEd Expansion Pack, Level Up’s Copywriter was Erica Grado. A geek from
Kansas City, Erica enjoyed giving EpipEd a voice as the company starts to expand beyond Columbia.
Erica is working toward becoming the communications and PR master of an innovative STEM company.
Erica
Grado
COPYWRITER
72

We are seven seniors in the Missouri School of Journalism
who are united in developing a comprehensive marketing
plan to successfully connect our client with their consumer.
EpicEd’s brand is one that we stand behind, and has great
potential for success as they continue to grow.
73

APPENDIX
ACA. "Marketing 101." Camping Resources. American Camp Association, 2014. Web.
Beese, Jennifer. "17 Powerful Facebook Stats for Marketers and Advertisers." Insight. Sprout Social, 20 June 2015. Web.
Blanchard, Beth. "Top 50 U.S. Mom Bloggers." Influencers / Top Lists. Cision, 2 May 2014. Web.
EMarketer. "Online Console Gamer Growth." EMarketer. EMarketer, 2015. Web. 20 Apr. 2016.
Google Analytics. "Summer Camps." Google Trends. Google, 20015. Web.
Harland, Bryant. "Attitudes Toward Gaming - US - June 2015." US Reports (2015): n. pag. Mintel Group. Web
Hurst, Nathan. "Video Game Could Transform Middle School Students' Online Learning." EurekAlert! American Association for the
Advancement of Science, 14 May 2015. Web.
Jackson, Dominique. "10 Ways to Increase Facebook Engagement." Insights. SproutSocial, 21 Mar. 2016. Web.
Novotney, Amy. "Gaming to Learn." Monitor on Psychology 46.4 (2015): 46. American Psychological Association. American
Psychological Association, Apr. 2015. Web.
O'Donnell, Fionna. "Kids as Influencers." US Reports. Mintel, Apr. 2014. Web.
Sandusky, Susan. "Gamification in Education." UA South Educational Technology. The University of Arizona, 2015. Web.
"Video Gaming Maintains Its Cool Factor Among Teens." EMarketer. N.p., 4 Mar. 2015. Web. 20 Apr. 2016.
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Cyber Bully PNG
http://elkskidszone.org/3-ways-you-can-be-cyber-safe/
FB on Computer PNG
http://iconbug.com/detail/icon/437/facebook-on-the-computer-screen/
Tactics PLUS PNG
http://www.sightcall.com/wp-content/uploads/2015/02/plus-sign.png
Plus (3)
http://www.veryicon.com/icon/ico/System/Icons8%20Metro%20Style/Mathematic%20Plus2.ico
Plus (2)
http://www.ijesrt.com/images/add_256.png
Plus (1)
https://upload.wikimedia.org/wikipedia/commons/thumb/3/39/Nuvola_Red_Plus.svg/2000px-Nuvola_Red_Plus.svg.png
Connected
http://hack4europe.com/wp-content/uploads/2015/02/connected.png
Call List
http://www.ijesrt.com/images/add_256.png
Include Education Gaming Controller
https://openclipart.org/image/2400px/svg_to_png/212649/Game-Controller-Outline.png
Thumbs Up– Benefits
https://pixabay.com/en/thumb-up-thumb-yes-okay-up-vote-297078/
Connectivity symbol
https://www.iconfinder.com/icons/769077/connection_connectivity_media_network_share_share_symbol_icon
FB Logo Black
https://image.freepik.com/free-icon/facebook-logo_318-49940.png
SEO
https://www.google.com/search?q=seo&espv=2&biw=1223&bih=636&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiu_
OWEo6rMAhVDzSYKHZvVBacQ_AUICCgD#tbm=isch&q=seo+adwords&imgrc=4j03Y0yQKJCwXM%3A
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