THE LANSING PROMISEA Marketing Proposal by Impact Creative Group

A NOTE FROM US...

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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

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TABLEOFCONTENTS

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Situation Analysis................................................... 6• ClientHistory.......................................................... 7• ProductDescription............................................... 8• Competition............................................................. 9• SWOTAnalysis....................................................... 10• KeyChallenges........................................................ 11

Research................................................................... 12

Goals & Objectives.................................................. 16• Mission&Vision.................................................... 17

Creative Brief........................................................... 18

Creative Work.......................................................... 20• MediaJustification.................................................. 37

Media Flowchart...................................................... 38

Closing Remarks...................................................... 40

SITUATIONANALYSIS

CLIEN

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RYThe 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.

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Currently,theLansingPromisefundingonlysupportsanassociatesdegreeatLansingCommunityCollegeorits’equivalentatMichiganStateUniversity.

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NIn 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.

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SWO

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Strengths:• Allows students who would oth-

erwise not be able to pursue post-secondary education to do so

• Students who further their edu-cation after high school will earn more money and bet better pre-pared for the work force

• Previous success from other “Promise Scholarships”

Weaknesses:• Low awareness level• Can only be used at Michigan

State University and Lansing Community College

• Viewed as a catalyst to revive the local economy rather than help the most disadvantaged students

• Students of LSD are currently per-forming below the Michigan aver-age according to test scores

• Lack of funding to jump-start the effort

Opportunities:• Ability to increase number of col-

lege graduates in Lansing area• Improve attendance and motiva-

tions students hold toward school• Leads to the creation and en-

hancement of human, social and economic capital for the city and region

• Diversify Lansing’s economy

Threats:• Low student motivation to excel

academically• Lack of parental involvement with

child’s education• Inadequate tutoring/mentoring

programs• Current attitudes of teachers and

parents• Other Promises and Scholarship

foundations that pose a threat to the Lansing community

KEY

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Challenges:• LowAwarenessintheLansingCommunity• LackofcurrentfundingtoinitiateThePromise• Thecausedoesnotaffecteveryone(unaffectedindividualsmay

notcare)• Student’sattitudestowardschool;lowmotivationandprepared-

nessforcollege• Lowguardianinvolvementwithintheacademiclivesofchildren• Lansingpovertylevel• Lackofdepthincollegechoices

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Community Profile: Lansing• Freeandreducedlunch:68.1%(stateaverage:41.0%)• Unemploymentrate:17.2%• 23.8%African-American;10.3%Latino• Adultswithbachelor’sdegreeorhigher:23.0%

(stateaverage:24.5%)

OURRESEARCH

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HWe 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.

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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.

GOALSANDOBJECTIVES

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GOAL:ToincreaseawarenessofthepromiseandstresstheimportanceofhighereducationamongtheyouthoftheLansingSchoolDistrict

OBJECTIVE:Changeattitudesandperceptionsofstudentsandparents/guardianstowardpost-secondaryeducation

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TransformingthelivesofLansing’syouthandimprovingtheoverallwell-beingofthecommunitybyadvancingknowledgethroughpost-secondaryeducation

GivingLansingstudentstheopportunitytopursuepost-secondaryeducationthroughthe“promise”;promoteseducationandpreparesstudentsforfuturesuccess

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MISSION:

VISION:

CREATIVEBRIEF

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Key InsightWewanttobuildanactionorientedcampaignthatstressestheimportanceofhighereducationpasthighschool.Thecampaignwillfocusonmotivatingstudentstopursuepost-secondaryeducationinordertoimprovetheirlives.

Target AudienceThisisacomprehensiveapproachthattakesintoaccountbothstudentsandparentsinchangingtheirperceptions/motivationstowardpursuinghighereducation.Itwillbemostbeneficialtohaveacampaignthattargetsthefollowingdemographics:• CurrentLansingresidentswithchildreninLansingPublicSchools• StudentsandstaffinLansingPublicSchools• Adultsages25-45withyoungchildrenwhomayconsiderlocatingtoLansing

PublicSchoolDistricts

Desired ResponseByfocusingontheawarenessaspectofthecampaign,wehopetochangethepercep-tionsofstudentsandparentsandinstillasenseofhopetowardspositivelytransform-ingthecommunity.Lansingarearesidentsshouldfeelthatthisisanorganizationthatwillhaveapositiveeffectonthestudentsalso.Usingacreativeapproach,ouraimistogivechildrenintheLansingareaanewoutlookonlife.Wehopetomotivatethemtoreachforhighereducation.ThiswillbeanopportunityforLansingyouthtoimprovetheirlivesandbettertheircommunity.

Brand PersonalityInspiring,Emotional,HeartFelt,SelfActualizing

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CREATIVEWORK

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PROPOSEDLOGO:

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CURRENTLOGO:ThecurrentlogodoesnotsuccessfullyconveythattheLansingPromiseisaneducationalorga-nization.Thecapitalbuildinginthebackgroundmayrepresentagovernmentalorpoliticalorga-nizationinstead.

Belowisapossiblereplacementforthecurrentlogo.Wewantedtouseasimple,professionalfonttocapturetheprestigebehindacollegeedu-cation.ThegraduationcapaccuratelycapturestheLansingPromisebrandidentityandpurpose.

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TocaptureattentionandgainawarenessofLansingstudents,thisambientmarketingpieceisfocusedaroundthestepstotaketowardhighereducation.Thefootprintsshownabovewouldbeprintedinblackandgrayvinylstickersandwouldbeplacedonsidewalksandinschoolhallways.ThestepswillleadtoamessageaboutTheLansingPromise,informingstudentstovisittheorganization’swebsitetoreceivemoreinformationaboutthescholarship.Thisambientmarketingtechniquecanalsobeusedinmallsandotherpublicspaces.

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0:15 Radio Spot: “Informative Promise”

PlaygenericgraduationsongcuttoMan’svoicethroughmi-crophone:“Willthegraduatingclassof2012pleaserise”

Applause…Changeofvoicetomalenarrator:“Congratula-tions…nowwhat?”

“WiththeLansingPromiseScholarshipProgram,LansingAreagraduatesaregiventheopportunitytopursuehighereduca-tion.”

“TofindoutifyouareeligibletoreceivetheLansingPromiseScholarship,visitourwebsiteatwww.lansingpromise.com”

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SPOT

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0:15TVSpot:“StepIntoEducation”

Locally produced, emotionally evoking mu-sic similar to 100 Years by Five For FightingBlack and white commercial to capture an emotional response

Soft nurturing voice: “Therearemanystepsinthewalkoflife.”Show baby’s first steps:“Fromyourveryfirststeps…”

Flash to graduation scene:“Toyourstepsonstagetoreceivethatdiploma.Taketherightstepstowardeducation.”

“TheLansingPromiseiscommittedtohelpingadvancetheknowledgeofLan-sing’sgraduatesbyofferingacollegeschol-arshiptoeverystudent.”Show ending ceremony of graduation with cap in the air.

“Takethestepstowardhighereducationtoday.Tofindoutmoreinformation,visitwww.lansingpromise.com”Show website and logo on screen

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ThisdirectmailpiecewillbesenttojuniorsandseniorsintheLansingschooldis-trict.Itwillberolledupandtiedinribbonlikeadiplomatodepicttheexcitementofgraduatingcollege.Thediplomawillbeplacedinacyllindertoengagetherecipientsandencouragethemtoopenit.Bymakingthepiecestandoutamongstothermail,itwillstimulatecuriousity.

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WeproposethattheLansingPromisecreatesaneventcalled“StepstoSuccess.”TheeventwilltakeplaceateachoftheLansingPublicHighSchoolsandwillhelpeducatestudentsabouttheLansingPromiseScholarshipProgramandwillalsogivethemadviceonhowtosucceedacademically.Theeventwillmotivatehighschoolstudentstoworktowardtheirgoalsofhighereducationwhilealsogivingthemarealisticlookatthedemandsatuniversitiesnationwide.LansingHighSchoolstu-dentsmustbeabletoexcelintheirhighschoolacademicsandlearneffectivestudyhabitssotheycantaketheseskillstocollegeandhavecontinuedsuccessintheireducation.

OncetheLansingPromisescholarshipprogramiswellunderway,itisourhopethatstudentswhoreceivedthescholarshipcouldattendtheeventtotalktothehighschoolstudents.Listeningtostudentswhoareclosetotheirageandcanunder-standtheirexperiencesmaybemoreeffectivethanlisteningtoteachersandprofes-sionals.Itmayalsomotivatethemtostrivetobelikethesestudentsastheywillset-tinganexampleofwhatcanbeachievedwithhighereducation.

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CREA

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StudentswhorecievedtheLansingPromiseScholarshipcanwriteabouttheirexperiencesincollegeandgivestudentsadviceonhowtosucceedinhighschoolandmovingforwardintotheircollegecareers.

WealsocreatedaFacebookpagetofurtherengagewithhighschoolstudentsintheLansingarea.Studentscanvisitthispagetoreceiveinformationandsharestoriesoncetheschol-arshipprogramisupandrunning.ThewebsitewillalsobelinkedtotheFacebookpage.ThisisalsoaneffectivewaytotrackhowmanyimpressionstheorganizationhasamongsttheFacebookcommunity.

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ERS OurcampaigncaneasilybeadaptedtotargetdonorsfortheLansing

Promise.ThefollowingareideasonhowyoucanslightlymodifytheadvertismentstoencouragesuccessfulbusinessprofessionalsandaffluentresidentsintheLansingcommunitytodonatetowardthecause.

WealsoproposethattheLansingPromiseputsonafundraisingeventinthecommunitycalled“StepUpForEducation.”

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PrintUsingthismediumwillofferawidevarietyofimpressionssothatwecanreachthedesiredamountofresidents.Adswillappearinlocalnewspapers,magazines,brochuresandschoolnewsletters.Byreachingadiversedemographic,theawarenesslevelwilleffectivelybemaxi-mizedinthearea.

BroadcastMixingpictureandsoundoffersabenefitunlikeanyothermedium.Blackandwhiteadswillhelptocutthroughtheclutter.Duetoitsabilitytograbviewers’attentionandinstillemotions,televisionisanessentialpartofthiscampaign.Radioadvertisingisanotherwaytoreachamaximumamountofbothstudentsandparentsinthecommunity.

Direct MailThismediumeffectivelytargetsthedemographicwearetryingtocapturewiththiscampaign-studentsandfamiliesintheLansingarea.Wehavetheelementofcontrolinchoosingwhoreceivestheadvertisement,thusallowingustosingleoutfamilieswithchil-dreninthecommunitythatcanbenefitfromthepromise.

OutDOORBillboardsandtransitadvertisingarecrucialforthislocallybasedcampaignbecausetheyofferanout-of-homeexperience.Thesemediaeffectivelyreachourtargetdemographicduetothelargeamountofpeopletravelingviahighwayandbusrouteseachday.

ONLINEIntheageoftheInternet,itisvitaltohaveanonlinepresence.Creatingawebsiteisoneofthebig-gestpriorities,asitallowsforpeopletoreceivealltheinformationtheydemandinthequickestwaypossible.AblogandfacebookpagewillfurherallowLansingresidentstointeractwiththeLansingPromiseorganization.

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CLOSINGREMARKS

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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