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Lansing Promise Scholarship
- 1. THE LANSING PROMISE A Marketing Proposal by Impact Creative Group
- 2. A NOTE FROM US...
- 3. MEMORANDUM Dear Lansing Promise Representatives, We would like to sincerely thank you for allowing us to propose a campaign for your organization. As we finish up our Advertising degrees at Michigan State University, we have all taken a moment to appreciate the value of education and how it can better the lives and futures of our generation. The Lansing Promise scholarship program is something Impact Creative Group has great passion and enthusiasm for and it is our hope that this shines through in our proposal. After much consideration, Impact Creative Group has decided to focus primarily on building an organic awareness campaign for the Lansing Promise. It is our belief that in order to find donors to the campaign, The Lansing Promise must be well known through out the Lansing Community and hold a place in the residents’ hearts. We hope you will see our campaign as an action-oriented approach to achieving higher education. After the community understands what an incredible opportunity they have before them, the donations will start flooding in. Thank you again for this opportunity. Best of luck in all Lansing Promise endeavors. Very Best, Steve Tomburrini, Jessica Carter, Kerry Chereskin and Nora Hamouda Impact Creative Group 3
- 5. TABLE OF CONTENTS Situation Analysis................................................... 6 • Client History.......................................................... 7 • Product Description............................................... 8 • Competition............................................................. 9 • SWOT Analysis....................................................... 10 • Key Challenges........................................................ 11 Research................................................................... 12 Goals & Objectives.................................................. 16 • Mission & Vision.................................................... 17 Creative Brief........................................................... 18 Creative Work.......................................................... 20 • Media Justification.................................................. 37 Media Flowchart...................................................... 38 Closing Remarks...................................................... 40 5
- 7. CLIENT HISTORY The Lansing Promise (“The Promise”) is a scholarship program promised to students in the Lansing public and private school districts. The purpose of this “promise” is to provide financial assistance necessary to obtain a two-year degree (or its equiva- lent) at Michigan State University (MSU) or Lansing Community College (LCC). It aims to promote education and prepare students for future success. The Promise is awarded based on the number of years a student consecutively attends a school within the Lansing School District. By ensuring every Lansing resident affordable, first-class education, the Promise will likely increase the number of college graduates from Lansing, which will create a domino effect on the local economy. 7
- 8. PRODUCT EVALUATION Currently, the Lansing Promise funding only supports an associates degree at Lansing Community College or its’ equivalent at Michigan State University. 8
- 9. COMPETITION In an effort to create more jobs and diversify Michigan’s economy, former Governor Jennifer M. Granholm funded 10 promise zones. These zones were established across Michigan and may pose a threat to the Lansing Promise. Although all of these Promises aim to help Michigan’s economy, they could be a threat specifically to the Lansing promise. The following cities can be viewed as competitors: Baldwin, Battle Creek, Benton Harbor, Detroit, Hazel Park, Jackson, Muskegon, Pontiac, and Saginaw. 9
- 10. Strengths: Weaknesses: SWOT ANALYSIS • Allows students who would oth- • Low awareness level erwise not be able to pursue post- • Can only be used at Michigan secondary education to do so State University and Lansing • Students who further their edu- Community College cation after high school will earn • Viewed as a catalyst to revive the more money and bet better pre- local economy rather than help pared for the work force the most disadvantaged students • Previous success from other • Students of LSD are currently per- “Promise Scholarships” forming below the Michigan aver- age according to test scores • Lack of funding to jump-start the effort Opportunities: Threats: • Ability to increase number of col- • Low student motivation to excel lege graduates in Lansing area academically • Improve attendance and motiva- • Lack of parental involvement with tions students hold toward school child’s education • Leads to the creation and en- • Inadequate tutoring/mentoring hancement of human, social and programs economic capital for the city and • Current attitudes of teachers and region parents • Diversify Lansing’s economy • Other Promises and Scholarship foundations that pose a threat to the Lansing community 10
- 11. KEY CHALLENGES Challenges: • Low Awareness in the Lansing Community • Lack of current funding to initiate The Promise • The cause does not affect everyone (unaffected individuals may not care) • Student’s attitudes toward school; low motivation and prepared- ness for college • Low guardian involvement within the academic lives of children • Lansing poverty level • Lack of depth in college choices Community Profile: Lansing • Free and reduced lunch: 68.1% (state average: 41.0%) • Unemployment rate: 17.2% • 23.8% African-American; 10.3% Latino • Adults with bachelor’s degree or higher: 23.0% (state average: 24.5%) 11
- 12. OURRESEARCH
- 13. RESEARCH We chose to primarily focus on secondary research. Our group looked at the weaknesses and strengths of other promise zones. Our reasoning for this approach was to capitalize on the successes of other promises and improve upon the disadvantages. Current reseach has shown that adults with a college education earn significantly more than those without. For that reason pursuing higher edu- cation is an important way to improve the lives of stu- dents in the Lansing community. 13
- 14. RESEARCH Currently the Lansing School District is performing below the Michigan average in all subjects academically. Also, the enrollment rate seems to drop as student grade level increases. Factors such as low student motivation towards school, poor preparation, and lack of mentoring programs may be to blame. The Lansing Promise must stress the im- portance of higher education and instill hope that Lansing youth can succeed academically. The program will only be effective if students are motivated and have a desire to excel in school. 14
- 16. GOALS AND OBJECTIVES GOAL: To increase awareness of the promise and stress the importance of higher education among the youth of the Lansing School District OBJECTIVE: Change attitudes and perceptions of students and parents/guardians toward post-secondary education 16
- 17. GOALS AND OBJECTIVES MISSION: Transforming the lives of Lansing’s youth and improving the overall well-being of the community by advancing knowledge through post-secondary education VISION: Giving Lansing students the opportunity to pursue post-secondary education through the “promise”; promotes education and prepares students for future success 17
- 18. CREATIVEBRIEF
- 19. CREATIVE BRIEF Key Insight We want to build an action oriented campaign that stresses the importance of higher education past high school. The campaign will focus on motivating students to pursue post-secondary education in order to improve their lives. Target Audience This is a comprehensive approach that takes into account both students and parents in changing their perceptions/motivations toward pursuing higher education. It will be most beneficial to have a campaign that targets the following demographics: • Current Lansing residents with children in Lansing Public Schools • Students and staff in Lansing Public Schools • Adults ages 25-45 with young children who may consider locating to Lansing Public School Districts Desired Response By focusing on the awareness aspect of the campaign, we hope to change the percep- tions of students and parents and instill a sense of hope towards positively transform- ing the community. Lansing area residents should feel that this is an organization that will have a positive effect on the students also. Using a creative approach, our aim is to give children in the Lansing area a new outlook on life. We hope to motivate them to reach for higher education. This will be an opportunity for Lansing youth to improve their lives and better their community. Brand Personality Inspiring, Emotional, Heart Felt, Self Actualizing 19
- 20. CREATIVEWORK
- 21. CURRENT LOGO: CREATIVE: Branding The current logo does not successfully convey that the Lansing Promise is an educational orga- nization. The capital building in the background may represent a governmental or political orga- nization instead. Below is a possible replacement for the current logo. We wanted to use a simple, professional font to capture the prestige behind a college edu- cation. The graduation cap accurately captures the Lansing Promise brand identity and purpose. PROPOSED LOGO: 21
- 22. 22 CREATIVE: PRINT
- 24. 24 CREATIVE: OUTDOOR
- 26. 26 CREATIVE: TRANSIT
- 28. CREATIVE: RADIO SPOT 0:15 Radio Spot: “Informative Promise” Play generic graduation song cut to Man’s voice through mi- crophone: “Will the graduating class of 2012 please rise” Applause… Change of voice to male narrator: “Congratula- tions… now what?” “With the Lansing Promise Scholarship Program, Lansing Area graduates are given the opportunity to pursue higher educa- tion.” “To find out if you are eligible to receive the Lansing Promise Scholarship, visit our website at www.lansingpromise.com” 28
- 29. CREATIVE: TV SPOT 0:15 TV Spot: “Step Into Education” Locally produced, emotionally evoking mu- sic similar to 100 Years by Five For Fighting Black and white commercial to capture an emotional response Soft nurturing voice: “There are many steps in the walk of life.” Show baby’s first steps: “From your very first steps…” Flash to graduation scene: “To your steps on stage to receive that diploma. Take the right steps toward education.” “The Lansing Promise is committed to helping advance the knowledge of Lan- sing’s graduates by offering a college schol- arship to every student.” Show ending ceremony of graduation with cap in the air. “Take the steps toward higher education today. To find out more information, visit www.lansingpromise.com” Show website and logo on screen 29
- 30. 30 CREATIVE: DIRECT MAIL
- 32. 32 CREATIVE: DIRECT MAIL
- 34. 34 CREATIVE: ONLINE
- 35. CREATIVE: ONLINE Students who recieved the Lansing Promise Scholarship can write about their experiences in college and give students advice on how to succeed in high school and moving forward into their college careers. We also created a Facebook page to further engage with high school students in the Lansing area. Students can visit this page to receive information and share stories once the schol- arship program is up and running. The website will also be linked to the Facebook page. This is also an effective way to track how many impressions the organization has amongst the Facebook community. 35
- 36. CREATIVE: For DONERS Our campaign can easily be adapted to target donors for the Lansing Promise. The following are ideas on how you can slightly modify the advertisments to encourage successful business professionals and affluent residents in the Lansing community to donate toward the cause. We also propose that the Lansing Promise puts on a fundraising event in the community called “Step Up For Education.” 36
- 37. Print MEDIA JUSTIFICATION Using this medium will offer a wide variety of impressions so that we can reach the desired amount of residents. Ads will appear in local newspapers, magazines, brochures and school newsletters. By reaching a diverse demographic, the awareness level will effectively be maxi- mized in the area. Broadcast Mixing picture and sound offers a benefit unlike any other medium. Black and white ads will help to cut through the clutter. Due to its ability to grab viewers’ attention and instill emotions, television is an essential part of this campaign. Radio advertising is another way to reach a maximum amount of both students and parents in thecommunity. Direct Mail This medium effectively targets the demographic we are trying to capture with this campaign - students and families in the Lansing area. We have the element of control in choosing who receives the advertisement, thus allowing us to single out families with chil- dren in the community that can benefit from the promise. OutDOOR Billboards and transit advertising are crucial for this locally based campaign because they offer an out-of-home experience. These media effectively reach our target demographic due to the large amount of people traveling via highway and bus routes each day. ONLINE In the age of the Internet, it is vital to have an online presence. Creating a website is one of the big- gest priorities, as it allows for people to receive all the information they demand in the quickest way possible. A blog and facebook page will furher allow Lansing residents to interact with the Lansing Promise organization. 37
- 38. MEDIAFLOWCHART
- 40. CLOSINGREMARKS
- 41. With THANKS We would like to thank you again for allowing Impact Creative Group the opportunity to present our campaign ideas for The Lansing Promise. We hope that our ideas have instilled a lasting impression for your organization. Working on this campaign has opened our eyes to the importance of education and the positive effect that it can have on a community. We have realized that a few simple steps toward higher education can go a long way in changing the life of a child. We greatly appreciate your time and would like to wish you the best of luck on your campaign endeavors. Best Wishes, Steve Tomburrini, Jessica Carter, Kerry Chereskin and Nora Hamouda Impact Creative Group 41