AART All Ages Read Together Summer 2014
“Education is the most powerful weapon which you can use to change the world� -Nelson Mandela
Table of Contents
Forward
1.0
Background 2.0 SWOT 2.1 Background 2.2 Trends 2.3 Target 2.4
Campaign 3.0
Pyschical 3.1 Online 3.2
Conclusion
4.0
IMAGINATION
Forward
Head-Start education is a specialized subject. The importance of giving the chance to many children who wouldn’t normally recieve it is immense. Each child has a story to tell. All Ages Read Together is an organization that puts the needs of these children within our community on a pedestal. The organization can use this amazing culture to promote their brand. With a fractured audience (Seniors & Young Families) each story can be tailored to how they will be recieved. Each media channel is important and as the population grows to use more technology AART should create a more consistent stream of story telling in order to make a deeper connection with the intended audience.
Background
Started in 2007 the program has grown to over nine different locations with hopes of growing to more around the region. The curriculumn during each class is relatively strict; based on Virginia educational standards. Each program is run by an teacher with the help of other professional individuals. The growing trend is that students have increased input in how their lesson plans become developed. As the world’s culture becomes more and more technological it is necessary for the All Ages Read Together brand to embrace this. Technology can be used to create an atmosphere of giving and promoting. The nine different locations allow for numerous stories to develop around the county. The organization will begin to franchise to other locations and create more and more stories of students. The growth should be reflected in the media channels available in order to tell these stories of education and happiness.
Background
Goals
Strengthes
Weaknesses
Opportunities
Threats
Well established within the community. Numerous Locations.
Reliant on educational standards by state and national authorities.
Franchise to other regions.
Poor Social Media from participant’s families.
SWOT Analysis
Strong Background for educational means. Amazing core group of people.
Reliant on small core of volunteers and donations. Community awareness of the program isn’t on the level necessary.
With consistent growth the organization can easily grow to cater to a larger market of students and families.
Line of educational material specific to head-start education. Multilingual catering. Increase volunteering and donations.
Poor educational standards
Background Trends
Students Teaching Teachers
It was also found that giving the students the chance in contributing and even revising the classroom rules actually make the students abide to them; it gives them the feeling that they actually have a say on what goes in the classroom. Students tend to follow the class rules now since they had a role in making the rules and regulations. http://www.teach-nology.com/currenttrends/
Creation of Digital Media
For years schools have started to question the incredible amount of money spent on often outdated and non-interactive textbooks. Last year’s trend centered on purchasing digital textbooks, often from bigname publishers. However, thanks to new, low-cost digital publishing tools, many schools are now considering creating their own eBooks, which can be customized to align to the Common Core, and can include flipped learning methodology through the inclusion of interactive videos from sources such as the Khan Academy. http://www.eschoolnews.com/2013/08/23/five-education-trends-for-the-new-schoolyear/2/
Background Target
Younger families.
This is a group in which the summer campaign will call for an increase of the student basis. As the organization begins to increase the number of classes the campaign must reflect to this target audience that the educational standards are being meet and each child recieves adequate treatment. These can be reached more through digital means such as social media and the website.
Seniors
This group will be the core donations and volunteers group. With more free time and slightly more disposable income. A more paper (physical campaign) is the likely means to reach this audience.
Campaign Two Sides, One Voice, Many Channels.
Campaign Phsyical
Posters
These should be attention-grabbing and placed in high traffic locations.
NewsLetters
These could be mailed out and will be less frequent than the e-mail letters.
Events
These can be promotional events such as races or desks at festivals or
Campaign Phsyical Posters
Placed in high volume areas. Directed towards seniors and the other outlying populace. Leading towards the website in order to create a connection that can promote the organization on an individual basis.
IT JUST TAKES TIME
All Ages Read Together . com
Campaign Phsyical
Newsletters Ranging from Infographic Charts of statistics achieved from the classes these letters or card stock items can be used to promote awareness on a one-on-one level.
ALL AGES READ TOGETHER To whom it may concern, All Ages Read Together needs your help. We have recently expanded to a tenth location in your area at (_______). We would love to see you out there as we begin many young minds on their educational career. Sincerely, AART
ALL AGES READ TOGETHER
Campaign
Book Drives
Events
Cultural Bake Sale
Phsyical
Galleries in Leesburg Arts in the Village Gallery (571) 442- 8661 Books and Other Found Things (703) 609- 7504 Night Gallery (571) 293- 1799
The local community can gather up used and older books. This event can be set up and promoted through social media and community websites.
The classes have a diverse culture of students. Asking the parents of the children to donate a food product that can be easily packaged and distributed would promote a healthy culture and raise money for the students.
Art Gallery
Partnering with a local art gallery; an event can be created to raise money for the organization. Selling Pieces made by the students can create awareness of the activities of the program.
Campaign Online
Website
This is the bridge that the people will see of the overall brand. The ability to tell the story you want is necessary with this tool.
Creating a set consistent layout and catering towards an interested support group.
Social
One Voice, Numerous Channels. Can be used to promote, distribute information, and inform.
Electronic Materials
Developed for franchise locations but potentially made available to the public to generate interest in the program. Mostly educational worksheets. They should have a similar look and connect with the brand.
Campaign Online
ALL AGES READ TOGETHER
Website
Students Although well put together the current website can become a more streamlined product to achieve more within the online world. Search engine optimization would benefit the organization. This can be achieved by creating numerous links and promoting other material that helps achieve the message the AART brand wants.
Stories from the classroom. These can be tales that follow specific students as they journey through their first tailored educational experiences.
Campaign Online Email
ALL AGES READ TOGETHER Each e-mail can have an overall standard image depending on the target audience. Each letter should build off of a promotional item published or lead to something that creates good-feeling with how people view the early education system.
Campaign
Social
Online
Social Media is the current means to reach the younger to middle age populations.
Weekly updates must be implemented. Linking to educational articles that promote the implementation of early education. These can be used to spread fun imagery on a global scale. Promoting an amazing culture and fun environment.
Short updates and links to promotional items can be useful to increasing brand awareness and
Campaign Online
Electronic Materials These can be forms downloaded from the website. Meant to be educational tools and throwaways from previous classes. These should be fun easily printable materials. They could also be completed online as editable PDF files. Walkthroughs of fun activities that parents can do with children can also be part of the giveaway process.
Conclusion
The summer of 2014 should bring forth a campaign that caters to the both a young and old audience. The need to create community awareness should be the first step. As the audience grows the message can be tailored for each channel. The use of social media will be crucial as the brand grows. This will become the most important tool to promote the AART brand.