Bright Minds, Brighter Futures by jessica d

BrightMinds BrighterFutures delasoja ADVERTISING

Table of

Contents 2 3 18 34 35

EXECUTIVE SUMMARY RESEARCH AND PLANNING CREATIVE PLAN FLOW CHART CAMPAIGN EVALUATION

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY Dear Kids, You all need to get a sweet pair of shades. Why is that? You’re bright. Yeah, that’s right. You all already knew that though. You’re so bright that it inspired the theme for our campaign. “Bright Minds, Brighter Futures.” Your futures are not just dreams. With all your hard work and the Academy Prep Center of Tampa, your brighter futures are inevitable. We’re going to make you stars! How? Well the Academy Prep Center is a special school. You all are really special kids. In the not too distant future, folks around Tampa are going to recognize the Academy Prep Center by name because you’re all proof that the school is doing amazing things for the community. Be confident. Be creative. Be the beautiful kids that we had the pleasure of meeting upon our visit to your campus. You’ve inspired us and you all will inspire the community supporters who will act upon this campaign. Do you know a little website called YouTube? Yeah, you’re going to be on that. Sing your hearts out. Have fun learning in class. Don’t be afraid to express what Academy Prep means for your bright futures. Get used to recognizing Academy Prep around Tampa. You’ll see the revamped logo on coasters, coloring pages, flyers, a poster series and t-shirts. Enjoy the limelight. Don’t forget about the shades. Keep it bright! - Katelyn and Jessica

EXECUTIVE SUMMARY

A BRIGHT BEGINNING So there we were with our eyes glazed over by the glows of our MacBooks. We had been typing away for hours, reading up on every fundraising technique we could think of that might help the Academy Prep Center of Tampa raise more money. The “meditation room” in the new chapel on campus became our lair for the campaign. We figured we could use all the help we could get from whatever benevolent forces we could. We were stuck. None of the solutions we were developing seemed to truly solve Academy Prep’s problem. They need money. Their development department told us that themselves. But how will the fundraisers we develop during this campaign create repeat donors? They won’t. There was a bigger problem brewing that we couldn’t articulate, until suddenly, everything made sense. “I don’t know why we’re attempting to do all this fundraising because it seems like nobody knows

about Academy Prep. If I’m in trouble and need money, I’m not going to ask a stranger on the street. I’m going to ask someone I know. My dad. My best friend. They’re

more likely to give money to me. Heck, they’re more likely to keep giving me money if I keep needing it.” Bingo. We found the real problem. None of the fundraising efforts we’d develop would help if we could not get Academy Prep’s name out to the Tampa community. Armed with this crucial realization, we knew where we had to go from there. It was time to lace-up our sneakers, put on some sunscreen and hit the streets of Ybor to find out how much people really knew about the school in their own backyard.

RESEARCH &PLANNING

A DEEPER LOOK The first part of strategizing our campaign for the Academy Prep Center of Tampa involved getting to know our client.

A CULTURE OF CHANGE:

The Academy Prep Center of Tampa stands out as a beacon of hope in Ybor. This unconventional yet effective model of education takes kids with limited opportunities and shows them the endless possibilities of their future.

MISSION:

Inspire, empower, educate and support disadvantaged Ybor-area middle school kids through need-based scholarships to be future community leaders.

VISION:

To be a premier urban middle school of it’s kind in Tampa that prepares hundreds of economically disadvantaged students to achieve academic success.

INSIGHTS ABOUT ACADEMY PREP • The school is here solely for the kids. This is unique because the bottom-line is the success of the child. • The service is unique since the school serves disadvantaged children. • The school has been open for about 8 years. Compared to other schools in Tampa, this is a fairly new school. • There’s a serious need for more funds to open up two more schools in the future.

HISTORY:

• The Academy Prep foundation was established in 1996. • Current locations are in Saint Petersburg and Tampa. • Academy Prep plans to establish schools in two more locations. • The Tampa facility has been accepting students since 2003.

RESEARCH &PLANNING

THE CAUSE

Kids in 5th through 6th grades who qualify, apply and are accepted into Academy Prep find themselves in the thick of a rigorous education. What makes this education so special?

THE SERVICE:

The Academy Prep Center of Tampa offers a unique service to the Tampa community, specifically in Ybor City. The school is one of 64 schools in 27 states across the nation who are part of the Nativity Miguel Network of Schools. According the network’s website, The Academy Prep Center of Tampa upholds the following standards of effectiveness:

SERVES THE ECONOMICALLY POOR AND MARGINALIZED

Students in grades 5 through 8 who quality for need-based scholarships can attend the school tuition free. These children come from low-income families from the impoverished community of Ybor. Academy Prep makes education for these bright kids accessible.

HOLISTIC EDUCATION

The school educates the whole student. Kids receive an education that develops growth academically, physically, socially, emotionally, morally and spiritually.

PARTNERS WITH THE FAMILY

Most children who attend the Academy Prep School of Tampa come from single-parent homes. The school involves the student’s support system in the education of the child and provides opportunity growth of the support system.

EXTENDED DAY AND YEAR

Students spend 11 hours a day, 6 days a week, 11 months out of the year in school. The kids spend twice as much time in school than their public school counterparts across the nation do.

RESEARCH &PLANNING

THE CAUSE (continued) COMMITMENT BEYOND GRADUATION

The Academy Prep Center of Tampa helps its graduates go onto high schools that fit the student and their goals for their future. The school helps graduates transition to high school. Afterward, Academy Prep tutors, advocates for, and maintains a connection with all graduates during high school. The school supports the high school in preparing the student for graduation and post-secondary education. Upon graduation from the Academy Prep Center of Tampa, the studentâ&#x20AC;&#x2122;s growth and achievements are tracked.

EFFECTIVE ADMINISTRATIVE STRUCTURE

The Academy Prep Center of Tampa is governed by an effective administrative structure that includes a strong board comprised of leaders committed to the financial and academic sustainability of the school, and a working administrative team, based on the president/principal model, that attends to the operational and educational stability and vitality of the school.

ON-GOING ASSESSMENT AND INQUIRY

The school utilizes standardized tests and other appropriate assessments to track and document student performance and adapt the educational design if needed.

ACTIVE NETWORK PARTICIPANT

Academy Prep Center Tampa is an active participant in the collaboration, support, and development of the schoolâ&#x20AC;&#x2122;s respective network.

RESEARCH &PLANNING

OUR SUPPORTERS As we thought about who our supporters are, we had to keep in mind Academy Prep’s needs. This campaign is not about getting more kids to enroll. We’re focused on increasing awareness within a segment of the community that doesn’t “consume” the service. This segment called the “supporters” are most likely to fund the service in the form of donations. Our supporters do anything from donating money to the school, to simply bringing awareness of the school to others in the community.

CityData.com provided us with some valuable insights into consumer demographics:

Age: 29 to 54

Income: $60,000-89,000

Geographic Location: Davis Island and Hyde Park

Gender: Males and Females

Marital Status: Married

Education: Bachelors and Masters Degree

RESEARCH &PLANNING

OUR SUPPORTERS (CONTINUED) WHAT OUR SUPPORTERS HAVE IN COMMON: Whether they are originally from Tampa or not, our supporters are invested in this area. They do more than just live here. They own local businesses, support local shops, enjoy spending time with friends and family, and are goal and achievement oriented. These supporters are drawn to quality. Their household typically has two cars, which is above the Florida average. When heading off to work, they drive alone. They have no need to carpool. If they have children, they attend the Hyde Park Day School and Wimberly’s Pre-School and Kindergarden. They like to read. Supporters enjoy business, news and self-help publications. They are motivated by accomplishments. Anything that has the promise of helping them reach goals or demonstrate their success, hits home with them. They are loyal. Once they find a service, product or cause that they form a relationship with, they’re set. The supporter cherishes strong relationships. They’re comfortable with using Facebook. In fact, it’s increased their business sales. This group is motivated by incentives. They feel a great sense of accomplishment from a successful business partnership or their social relationships. They see life as a place where self-interest works out in everyone’s favor. Since they are focused on achievement, they need to see results —especially when it comes to giving. They are weary of being asked to donate straight out of the gate. They need to form a relationship to the cause first before they commit.

RESEARCH &PLANNING

OUR TARGET

Our awareness campaign will resonate the best with community supporters. From our research, we broke our target audience up into the following segments:

THE BOTTOM-LINE SUPPORTERS:

These supporters carry an investment in the community, and so improving it is in their best interests. They may own a local business or own a home in the community. Their roots are set in Tampa, and they will be here for many years to come. Either way, they want to see area improve economically and educationally, as this will improve the value of their local investments.

THE SOCIAL BUTTERFLY SUPPORTERS:

These supporters love the social scene in Tampa. They are trendy and enjoy being out in public with their extensive network of friends. These people spend a lot of their disposable income on socializing. They’re impulsive and receptive to advertising. They love nothing better than attending events and benefits, especially if they can add to their list of influential friends.

THE LIMITED MEANS SUPPORTERS:

These supporters are willing to help a cause, but due to the rough economy or a recent financial burden, they are unable to donate money. They are willing to help in ways that don’t cost them money they don’t currently have. They use coupons and watch for sales. These supporters are loyal. If they fall in love with a cause, they’ll find every opportunity to bring it up with others.

RESEARCH &PLANNING

OUR TARGET (CONTINUED) THE HEART-ON-THEIR-SLEEVE SUPPORTERS: These supporters are idealistic and want to leave the world a better place than they found it. They love the Tampa community and are proud to call it home. These supporters can’t imagine living anywhere but here. They are sympathetic to those with limited resources because they themselves had to overcome big obstacles. They’ve overcome the odds and are ready to give back to causes that feed their need to help the community they adore.

THE LIMELIGHT SUPPORTERS:

These supporters are willing to give to a cause if the favor is returned. They believe that being seen as philanthropic to the Tampa community will sit well with their own customers or just to the general population of Tampa. They need recognition. Doing something for the sheer “good” of it is not enough incentive for them if they won’t get recognition for it. The great thing about these supporters is that they have an extensive network of business partners or acquaintances in the area.

RESEARCH &PLANNING

GETTING THE TRUTH Our research yielded these important insights about Tampa community

AREA BUSINESS OWNERS: • Most businesses are not aware of APCT. • The business that was aware of APCT did not have a clear understanding of the school’s uniqueness. • Most businesses were willing to promote APCT. • Many businesses are willing to have APCT promotional materials in their place of business. • Some businesses are willing to donate for silent auctions and other events that APCT might hold in the future.

OTHER INSIGHTS: • People want to see the change their contribution makes. • Ybor is a tight-knit community of local businesses and their supporters. • Community members like to buy locally, support locally, and give locally. • The community needs to see the kids out and about. Engage the community. • It’s okay to be a show-off. These kids are special so let everyone know it.

RESEARCH &PLANNING

RESEARCH INSIGHTS OUR PRIMARY RESEARCH METHODOLOGY: Preliminary interviews were conducted on the streets of Ybor City. Twenty-seven male and female Tampa-area residents were interviewed in all. The information collected sparked our need to conduct in-depth interviews with nine local Ybor businesses. The business owners and managers were both male and female and between the ages of 29 to 54. Also an Interview with Greg Naleski, the Vice President of Development at The Nativity Miguel Network of Schools, gave us valuable insights. This gave us a direction to take our campaign.

“I will donate to a cause where I can see the results. I want to know my money is actually going to the cause. Now-a-days these relief funds say they’re helping out but the money never gets to the cause.” - Owner, Renown Clothing

“We are big into supporting local events, especially in the Ybor community. ” - Manager, Bernini

“If people come in asking for our help, I see what I can do because it helps them and ultimately helps us.” - Manager, Revolved Clothing Store “We all try to help out each other. We advertise for them (local businesses) and they advertise for us” - Manager, Blue Devil Tattoos

“That area is a dangerous area(East Columbus Drive) and nobody wants to deal with it” - Owner, La Creperia Cafe

“Tampa has a rich social atmosphere… themed events draw everyone out.” - Manager, La France

“We’ve donated to Learning Gate Schools - it’s a green(environmentally responsible) school and we support that. A mom came in and asked if we could donate to their fashion show. It was just a matter of me asking the owner.” - Manager, Revolved Clothing Store

RESEARCH &PLANNING

APPEAL TO THE PEOPLE We realized that the success of this campaign hinges on building a positive brand perception within our target audience. To do that, we took a closer look at their needs, wants, problems, and interests.

Needs:

Wants:

They need to see to believe. If they can’t see their contribution making an impact, they become skeptical.

They want an incentive to give. Whether it draws new traffic to their business or makes them feel good to see their gift making an impact, they need something back.

Problems: • Our target audience will not jump to donate money. • They also don’t have a lot of time to spare since their lives are busy with work, friends, family and other social engagements in the community.

Interests: • Family and Friends • Their work and Investments • Self-Improvement and Achievement • Using social networking to advance themselves and their business • The community

RESEARCH &PLANNING

WHAT DO WE WANT? CURRENT BRAND PERCEPTION:

There is none. Not a strong one anyways. Most of our target audience is not aware of the Academy Prep Center of Tampa, so most do not have any perception of it. We can use this as an advantage.

DESIRED BRAND PERCEPTION: Since most of our target audience does not have any existing negative perceptions of the school, we can create a strong, positive image. We want people to feel like The Academy Prep Center of Tampa is a new concept of education because they educate kids academically, physically, socially, emotionally, morally and spiritually. We want them to feel that the school is doing a duty to the community because the kids come from nearby neighborhoods. We want potential donors to see the immense value and uniqueness of this school, which will motivate them to help.

THE BIGGEST COMPETITION:

Boys and Girls Club of Tampa Bay - BGCTampaFL.org

WHAT IS THE BOYS AND GIRLS CLUB OF TAMPA BAY? They are a nonprofit organization in the Tampa Bay community that describes itself as, “a community of staff, volunteers, parents, youth and supporters who work together to create a positive place, full of hope and opportunity, for every child.” The programs the Boys and Girls Club offer center around improving academic success, character, leadership, and healthy lifestyles. The website boasts its corporate partnerships, as well all the ways users can “connect” with them through Facebook, YouTube, Twitter, WordPress and email. Their Facebook page alone has 960 “likes”.

RESEARCH &PLANNING

WHAT DO WE WANT? (continued) CURRENT BRAND PERCEPTION OF BIGGEST COMPETITOR: The current brand perception with The Boys and Girls Club is that they are established, commercialized, and well-funded.

HOW ACADEMY PREP CENTER OF TAMPA WILL COMPETE: • Academy prep is unique in that they are part of a movement in education. The school day and year is extended. The current Presidential Administration has also suggested this scenario for all of America’s schools. • The school operates with a holistic view of education. APCT focuses on the academic, physical, emotional, moral and spiritual needs of the student. • The location in Ybor means that we can tap into the idea that the school betters an already vibrant community.

OTHER COMPETITORS:

ACADEMY PREP’S COMPETITIVE EDGE:

Big Brothers, Big Sisters of Tampa Bay:

• Kids have multiple positive relationships with strong adult role models. • Strong adult role models have daily contact with students.

The Children’s Home Inc.:

• They offer a strong education that develops the whole child. • They involve the family in the school. The School is invested in the future of the child, not just the family’s well-being.

Tampa Magnet Schools:

The kids enrolled in the school are from the same community. Kids foster positive peer relationships that will continue during and after school.

RESEARCH &PLANNING

ROOM TO GROW PROBLEMS:

OPPORTUNITIES:

The branding is inconsistent.

Expanding to future locations would benefit other communities.

Very little brand awareness in the community.

They could form strong corporate partnerships.

Most of the school’s funding comes solely from donations.

Create a YouTube channel to showcase the kids.

They rely on board members for donors.

A specific domain name will direct traffic to Tampa’s webpage.

They need funds.

Promotional items will work as low-cost ways to create awareness for the school.

Promotion through Facebook and Twitter began recently.

Capitalize on more online-tools for nonprofits.

There’s no room to grow at the current Ybor location.

Get the kids out into the Tampa community where they will be seen and recognized..

The school is not connected with the Nativity Miguel Network or any of the Network’s schools on Facebook and Twitter.

Plan original fundraising events and benefits such as silent auctions, fashion shows and performances.

RESEARCH &PLANNING

OUR OBJECTIVES MARKETING OBJECTIVES:

• To expose 30% of the target audience to The Academy Prep Center of Tampa over the next year. • To increase the number of Facebook “likes” by 75 “likes” over the next year.

CAMPAIGN OBJECTIVES:

• To increase the target audience’s awareness of The Academy Prep Center of Tampa. • To have the target audience associate Academy Prep with helping disadvantaged kids achieve successful futures. Creating awareness for the school is our first and foremost goal. Awareness will increase the community’s familiarity of the school, and from there, increase appreciation within the target audience. Along with creating awareness we want to drive the target audience to “like” the Academy Prep Center of Tampa’s Facebook page. This will show our awareness campaign is working. We also want the target audience to associate the Academy Prep brand with the unique service the school offers.

RESEARCH &PLANNING

CREATIVE PLAN

CREATIVE BRIEF WHY ARE WE ADVERTISING?

Caring community supporters in the Tampa area do not know about the Academy Prep Center of Tampa and the benefits the school has on the community. We will change this. We want to increase awareness of the school within the community. We will accomplish this by building their image, driving more traffic to the website, fostering a relationship with the community through advertising, and creating more buzz through Academy Prep’s Facebook and YouTube pages. Once supporters of the Tampa community become aware of Academy Prep, they will understand the uniqueness of the school and how it benefits them. Familiarity will increase appreciation, which will increase sponsorship.

WHAT IS ADVERTISING TRYING TO ACHIEVE?

It will improve the school’s image in the community, specifically the target audience of community supporters.

WHAT IS THE BIG IDEA?

The school provides intelligent kids who lack resources a viable way to develop their skills, minds, and characters, so they can go on to lead meaningful lives that impact their families and the community.

WHAT TONE SHOULD BE USED?

The tone of voice should be optimistic, direct, honest, and approachable. The point is to create awareness, so we want the tone to resonate in a positive light with the target audience.

HOW DO WE MAKE IT BELIEVABLE?

We will make it believable to the target audience by inviting them into the lives of these kids and their families. It’s no surprise that the support the school does have is usually won after supporters visit the school and see the children. We will bring this experience to the target audience.

CREATIVE PLAN

CREATIVE BRIEF (continued) WHO IS THE TARGET AUDIENCE? The Heart-On-Their-Sleeve Supporters: This group is emotionally motivated to make the world a better place.

The Social Butterfly Supporters: This group is the heartbeat of the Tampa social scene that loves going to benefits and events.

The Limelight Supporters This group needs recognition for their efforts.

The Bottom-Line Supporters: This group is achievement oriented and invested in the community.

The Limited Means Supporters: This group may not be able to donate once they are aware of the school, but they will do whatever they can to help raise awareness and be supportive.

WHAT SINGLE PROMISE/BENEFIT/IDEA DOES ADVERTISING NEED TO CONVEY ABOUT THE BRAND?

The Academy Prep Center of Tampa has a holistic view on educating children who have the ability to do great things, but lack the opportunities. Supporting this school will ensure that disadvantaged kids will continue to develop into people who will be influential role models in the community.

WHAT EVIDENCE DO WE HAVE IN SUPPORT OF THIS SINGLE PROMISE/ BENEFIT/IDEA?

• A strong curriculum that stresses education in academics, sports, arts, etiquette, enriching field trips and a commitment to school 11 hours a day, 6 days a week, and 11 months out of the year. • The teachers, staff and volunteers who believe in the program. • The already existing network of donors. • The kids who successfully complete their education and go on to graduate.

CREATIVE PLAN

THE BIG IDEA After all of our in-depth research, we had the task of epitomizing Academy Prep in a theme. Wow. How do you boil down a school like this into something short, punchy and effective? To the drawing board we went... “Success...”, “Dreams...”, “Potential...” —we were serving up trite ideas all around. Brainstorming session after brainstorming session still yielded no theme. No big idea. “Bright Minds, Brighter Futures.” Ding-ding we have a winner! The theme works because it draws out the essence of Academy Prep. Alliteration of the double “B” is pleasing to the ear. It’s got bite. Most importantly, the theme works because it’s based in complete fact. “Bright Minds, Brighter Futures” fits the school because they pull-in bright kids who lack resources. The Academy Prep Center of Tampa shows these kids can learn, develop skills, and build the selfconfidence it takes to build better lives —for themselves, for their families, and for the

community.

Check-and-mate.

CREATIVE PLAN

THE LOGO Our revamp of the Academy Prep logo will appear on everything. We were careful to ensure that it still communicates the idea of growth, success, and achievement that the logo has come to symbolize for the school. To do that, we kept the aspects of the tree, star, and starburst - we simply gave them a fresher face. The placement of the star in the middle of the tree of the tree expresses that the students are the the best and brightest fruit the school produces. The sunburst behind the tree comes from the star and illustrates the bright futures these kids will take-off with into the world.

P re p C e nt er of y Ta em d m a

CREATIVE PLAN

CREATIVE OVERVIEW We found it imperative that our “Bright Minds, Brighter Futures” theme for our campaign not only communicate the essence of Academy Prep, but the theme itself must appeal to the target audience. While conducting interviews, we found many people tend to clam up when they hear the word “donate”. Considering the Academy Prep Center of Tampa operates mostly on donations, we have to change this attitude to make our campaign successful. How do we fill this tall order? We have to shape the campaign around facts. The changes Academy Prep has on these kids and the community can be seen. The raw data supports that Academy Prep is doing something right when compared to national statistics of public schools. This school improves kids, families, the community, and they’re setting a new standard for education that improves society. The Academy Prep Center of Tampa is a cycle of succes that gives back everything it’s given —plus interest.

CREATIVE PLAN

STRATEGY We knew it was not enough to increase awareness or even the amount of donations. Our strategy was developed to capture community supporters in Tampa, which will lead to larger network of repeat donors. Many of our creative tactics have the sole purpose of creating awareness. The supporter has a short attention span; so average you only have five seconds to wow them. The design should be direct and to the point. To cater to the financial needs of the client, we developed a media plan with three tiers.

TIER ONE:

The first tier contains elements that are completely free of charge, so the client can implement them now.

TIER TWO:

The second tier contains elements that will cost a little extra, but wonâ&#x20AC;&#x2122;t break the bank. The client can implement them in the near future once additional funds are secured.

TIER THREE:

The third tier of our media strategy contains elements that will be more costly. The client will be able to implement these tactics by fundraising or securing a corporate partnership thatâ&#x20AC;&#x2122;s willing to fund the project.

CREATIVE PLAN

NON-TRADITIONAL WEBSITE:

The theme “Bright Minds, Brighter Futures” will carry over into a revamped webpage. A website navigation with specific with links like: Our Story, Programs, Proven Results, Support Us, Admissions, and Contact Us will make the website user-friendly. Links for the Facebook, Twitter, and YouTube pages will be located at the very top of the navigation. The links are easy to find and will drive the audience to check out the pages. The text on the website has been reduced. It’s easy for people to become overwhelmed by text so it’s important to be clear and concise when writing for the web.

DOMAIN NAME:

Academy Prep Center of Tampa Home

Our Story

Programs

Successes

Admissions Support Us Contact

Bright Minds, Brighter Futures

The Academy Prep Center of Tampa provides bright and talented kids lacking resources a holistic education that develops their skills, minds, and characters. The result? We uplift disadvantaged kids to become community leaders.

The domain name www.BrighterTampa.org will drive people to the Ybor campus’ specific website. It will appear on all creative elements. BrighterTampa. org keeps the campaign consistent while still communicating the school’s mission of building a brighter community, especially for the futures of its kids.

Brighter lives. Brighter families. Brighter Tampa.

Upcoming Events:

DONATE

Become a Champion of Change: Want to be involved? Become a Champion for Change and directly impact the lives of OUR youth, in OUR Tampa community in a tangible, lasting way. Please contact Maggie McCleland at 813.248.5600 x1138 or mmccleland@academyprep.org for more information. 1407 E. Columbus Drive • Tampa, Florida 33605• 813-248-5600

CREATIVE PLAN

NON-TRADITIONAL GOOGLE NONPROFITS:

A free tool the client needs to use is google nonprofit at www.google.com/nonprofit. • The tool increases traffic to the Academy Prep Center of Tampa’s website so they can reach more donors. This is accomplished through the use of viral videos and online advertising. • They’ll also have access to Google tools that will help employees and volunteers collaborate, which improves operations. • The tool helps raise awareness through video and visuals so that the client can speak to the target audience more effectively.

GOOGLE GRANTS:

Google will donate free AdWords pertaining to the Academy Prep Center of Tampa. Every time users search using these AdWords, an ad for the organization will appear on the results page.

CREATIVE PLAN

NON-TRADITIONAL OTHER FREE AND HELPFUL TOOLS FOR NONPROFITS: Grassroots.org Dreamhost Techsoup.org Donorschoose.org Connectyourcause.com (formerly known as Tampabayhelps.com)

CREATIVE PLAN

NON-TRADITIONAL FACEBOOK:

The Facebook Page will appeal to every segment of the target audience. Social media may have started out appealing only to young-tech-savy-people, but now our target audience understands the importance having a Facebook presence. Because one out of every two Americans has a Facebook page, it’s become easier for people to stay in touch with the friends, companies, and causes that mean the most to them. Status updates, “likes”, posting and tagging people/companies/and other causes in pictures will drive interest to Academy Prep’s page.

YOUTUBE:

YouTube has the ability to make people stars overnight. More importantly, it’s a free way the school can illustrate its story and mission to the target audience. Videos should be entertaining, insightful, and focus on the bright aspects of these children, their activities, and their field trips. Bring the inspiring stories of these kids and their successes to YouTube. Film a series of short videos asking the kids “What do you see in your Brighter Future?” Also, produce videos of the choir performing songs that have the theme of “Brighter Futures.”

YOUTUBE NONPROFITS:

The client needs to apply for YouTube Nonprofits at www.youtube.com/nonprofit. This service increases their video uploading capacity and provides an option to increase fundraising through a Google Checkout “donate” button. The school will also be listed on the YouTube nonprofit channels and the nonprofit videos pages. A call-to-action overlay can be incorporated into videos to drive campaigns.

CREATIVE PLAN

NON-TRADITIONAL COASTERS:

“Bright Minds, Brighter Futures” coasters will find a home in popular area restaurants. It will be hard for folks not to notice this powerful message under their glass of wine. Not only will this drive the audience to the website, but the call to action will interest the Heart-On-Their-Sleeve Supporters to visit the website.

ACADEMY

PREP CENTER

OF TAMPA

Bright Minds, Brighter Futures

BRIGHTER TAMPA.ORG

brightertampa.org

CREATIVE PLAN

NON-TRADITIONAL Name:

_____________

re P y

p C e nte

ro fT am

Partnering with local restaurants for this fundraising campaign will allow the restaurantâ&#x20AC;&#x2122;s guests to donate a dollar in exchange for the coloring page. This will increase awareness and appeal to The Limelight Supporters and The Heart-On-Their-Sleeve Supporters.

COLOR-THE-FUTURE-BRIGHT:

100% of the purchase of this coloring sheet will go to Academy Prep Center of Tampa

CREATIVE PLAN

NON-TRADITIONAL FLYERS:

Our “Bright Minds, Brighter Futures” flyer will have pictures of the kids themselves on them. It communicates the service the school provides the community, along with furthering brand recognition without being boring.

POSTER SERIES:

Put the pen in the hands of the kids. Through the Academy Prep poster series, every student will illustrate “What Academy Prep means for my Brighter Future.” From there, the school board will vote on which art will work best on the poster. This will bring the stories of the children to life while striking a chord with our HeartOn-Their-Sleeve Supporters.

Academy Prep Center of Tampa Bright Minds, Brighter Futures

1407 E. Columbus Drive Tampa, Florida 33605 813-248-5600 BrighterTampa.org

CREATIVE PLAN

NON-TRADITIONAL T-SHIRTS:

Bright Minds, Brighter Futures

PREP CENTER TAMPA

dem

y Prep C en

ACADEMY

These will act as free publicity for the school and carry on the theme “Bright Minds, Brighter Futures”. The simple design increases brand recognition, while cutting to the essence of Academy Prep's mission.

Bright Minds, Brighter Futures

ACADEMY

PREP CENTER TAMPA

BRIGHT MINDS, BRIGHTER FUTURES

CREATIVE PLAN

NON-TRADITIONAL COLLATERAL MATERIALS:

We have revamped parts of the existing media kit. To attract more attention, we remade the existing folder to incorporate the new logo. Also, we produced letterhead and business cards to give staff members a cohesive look.

Academy Prep Center of Tampa

ACADEMY PREP CENTER OF TAMPA Bright Minds, Brighter Futures V.M Ybor Campus

Front 1407 E. Columbus Drive • Tampa, Florida 33605• 813-248-5600

Ryan Gonzalez Director of Development

Academy Prep Center of Tampa Bright Minds, Brighter Futures

1407 E. Columbus Drive Tampa, FL 33605 812-248-5600, x1130 F: 813-248-5602 C: 813-731-7968 rgonzalez@brightertampa.org brightertampa.org

Back

1407 E. Columbus Drive • Tampa, Florida 33605• 813-248-5600

CREATIVE PLAN

NON-TRADITIONAL POSTCARD:

â&#x20AC;&#x153;Thank-youâ&#x20AC;? postcards are a fantastic way for the client to remind supporters that they value their contributions to the school and the kids. It may seem simple, but people love to be reminded that they are appreciated. It definitely goes a long way, and this will appeal to all segments of the target audience, especially The Limelight Supporters and the Heart-On-Their-Sleeve Supporters.

Academy Prep Center of Tampa

Bright Minds, Brighter Futures

THANK YOU!

Academy Prep Center of Tampa 1407 E. Columbus Drive Tampa, Florida 33605 813-248-5600

Thank you for helping bright minds build brighter futures. We appreciate your support and contributions.

BrighterTampa.org

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BrighterTampa.org

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CREATIVE PLAN

FLOW CHART

FLOW CHART Local Events, Google Nonprofit, Google Grants, YouTube, YouTube Nonprofit, Grassroots.org, Dreamhost, Techsoup.org, Donorschoose.org, and Connectyourcause.org are free and will be ongoing media initiatives. JAN

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NON-TRADITIONAL Coasters Flyers T-shirts Coloring Promo Collateral Coasters, collateral, the coloring promo, flyers, the poster series, t-shirts and the website are the items that will most likely require some cash to produce. Weâ&#x20AC;&#x2122;d recommend choosing a local company called Pip Printing and Marketing Services for printing flyers, collateral, the coloring promo, flyers, and the poster series. For the website we recommend contacting Santiago Echeverry at secheverry@ut.edu. He is the Associate Professor of Art at The University of Tampa and can find a student who will be willing to redesign the website free of charge. Flyers should be purchased all-year-round. Coasters and coloring promos can be purchased during the months that the community supporters are most likely to not be vacationing. The t-shirts and collateral should be purchased in the offseason so that all of the expenses do not occur at once.

FLOW CHART

CAMPAIGN EVALUATION

EVALUATION TO REITERATE, OUR CAMPAIGN OBJECTIVES ARE: • Expose 30% of the target audience to The Academy Prep Center of Tampa over the next year. • Increase the number of Facebook “likes” by 75 “likes” over the next year. • To increase the target audiences’ awareness of The Academy Prep Center of Tampa. • To have the target audience associate Academy Prep with helping disadvantaged kids achieve promising futures. For our objectives that center around awareness and brand association, we will perform a series of pre-tests/posttest with samples of Tampa area residents to gage the effectiveness of the campaign. To ensure accurate results, we will be sure those involved are drawn from a random sample reflecting the attributes of our target audience. To evaluate our objective pertaining the Facebook “likes”, we can evaluate this goal through checking whether or not we achieve our objective number on the Facebook page.

EVALUATION

THANKS First and foremost we’d like to thank the Academy Prep Center of Tampa. What a labor of love! It’s been an honor to work for such a great cause and we hope you’ll be able to make use of the insights and tactics we’ve produced for you. Thank you Professor Scremin. You believed in us from the get go and we can’t thank you enough for all the help and encouragement you provided us in the eleventh hour of this project. We’d also like to thank our family and friends. All your love and support carried us through the successful completion of this book. Thanks for being a shoulder to cry on, an ear to listen, and an inspiring word, and the proofreading when we needed it. Lastly, we’d like to thank each other. Who would have thought, huh? That goes to show that with a lot of creativity, great instincts and more than enough Red Bull that what seems impossible is really just a situation that says... “I’m possible.” What doesn’t kill ya right? Wow, four years went by fast. Here’s to the future. A brighter one. DelaSoja out!

Katelyn Soja

Co-Creative Director Copy Writer/Editor & Research

Jessica Delasnueces Co-Creatvie Director, Graphic Designer & Research