K-State Proud Creative Brief by mattiewarner1

MC 221 Client Project

K-STATE PROUD

Addison Beutler, Raegan Brown, Mattie Warner FALL 2019

Creative Brief 1.

Organization Background

2. Services Offered 3. Competition 4. Consumer/Audience 5. Media/Advertising 6. Creative Campaign 7. Creative Strategy Statement

Creative Concepts 8. The Written Word 9. The Spoken Word 10. The Animated Word 11. The Delivered and Abridged Word 12. The Online Word 13. Public Relations 14. Social 15. Supplemental

CREATIVE BRIEF

ORGANIZATION BACKGROUND K-State Proud is a student-led fundraising component of the Student Foundation organization. These students work with the K-State Foundation to promote support for K-State students among both students and alumni. The organization began in 2016 by two K-State students that approached the Foundation about starting a student philanthropy. Through this organization, students are encouraged to show their K-State pride through helping fellow K-State students. During the first 13 years, the organization raised over $1,357,426. Being able to reach that large amount of money was possible because the students have established a culture of philanthropy at K-State. More than 700 students are able to stay at K-State and continue their education because of the generosity of their peers. By encouraging students to come together and provide for their peers in need, the organization raises funds for scholarships and financial assistance for students who are struggling to continue their education at K-State. Students raising money to help other students demonstrates the idea of the K-State family. Anyone who lives in Manhattan or has attended the university knows that the spirit of family runs deep at K-State. K-State Proud allows students to show support for each other and that they value not only their education but their future as well. In partnering with students on campus, K-State Proud focuses on making life better for not only the students receiving scholarships but also those that donate their time and energy to the campaign. Students who volunteer through K-State Proud are getting the opportunity to experience what it is like to give back and work hard to help others. Above all else, K-State Proud’s mission is to transform the lives of individuals in the K-State community and to make a difference on campus.

SERVICES OFFERED K-State Proud primarily raises funds by donations and selling K-State Proud T-shirts. The money raised goes towards giving Student Opportunity Awards (SOAs) to K-State students. When a student has demonstrated extreme financial need or needs temporary assistance, K-State Proud in consultation with the Office of Student Financial Assistance grants that student a Student Opportunity Award. This award is a combination of donations from both the campus organizations and the actual members of K-State Proud. The K-State Proud campaign has two key components. The first is called K-State Proud College Week, which is when their tables are located in each of the colleges on campus. This week is dedicated to going to each college in order to reach those students. The second week is called Proud Campaign Week. K-State Proud will host a booth in the K-State Student Union each day of the week, and each day will feature a different theme. During these two weeks, the goal is to educate students on the importance of the organization.

COMPETITION K-State Proud is a student philanthropy under the KSU Foundation, therefore it is not competing with other entities for revenue or clients. However, there are other philanthropies and funds associated with K-State that provide financial aid for the same reasons and to the same audience as K-State Proud does. The competitive risk would be that another fund would gain more publicity and importance than K-State Proud in the eyes of donors, and they would put their money into other funds. K-State Proud is unique of its kind because other scholarships are usually funded by an outside individual or an organization whereas K-State Proud is funded by students and anyone who wants to donate to the cause. This situation sets K-State Proud apart from others in regard to advertising. Other philanthropies and scholarship funds do not typically advertise to students (K-State Proud’s audience) to raise money. Typically these philanthropies advertise to alumni, businesses, and individuals who are out of college and are making an income. Because these other philanthropies and scholarship funds are advertised to a different audience than K-State Proud’s audience, they use different advertising tactics than K-State Proud does. These include email and print/mailed advertising. They also utilize some forms of social media advertising, but not as a sole advertising tactic.

CONSUMER/AUDIENCE K-State Proud’s consumers are college-aged students who are in financial need. The other main group of consumers targeted are students wanting to help those in need. K-State Proud doesn't have a specific gender, ethnicity or social class because the only criteria being met is being a current college student in need. K-State Proud’s primary value is students helping students. K-State Proud believes that contributing to the futures of others makes the biggest impact on those students needing it the most. The K-State Proud consumers apply for the award through the K-State Proud website. The award of the scholarship is then awarded by the committee if they think the consumer is fit for the scholarship. The consumer can either apply themselves or can be nominated by a third party. The key benefit of K-State Proud is knowing that you are helping others and that you are allowing others the opportunity to go to college when they thought they wouldn’t get that opportunity. Another key benefit is obvious, the student receiving the award can get a college education. During the application process, the student downloads the K-State Award application from the K-State Proud page. The eligibility of the student is decided from this document by seeing if they have applied for FAFSA, have any available loans, scholarships or other grant opportunities. The statement written by the student is 500 words or less describing how you require financial assistance, how you plan to make this scholarship temporary and how the K-State Proud Award will help you and your future. Other questions asked in the application are: how did you hear about K-State Proud, if awarded, can someone contact you for a statement about how you have benefitted from the award, and are you a previous recipient. These are important questions to ask because it shows the committee that you are serious about the award.

The last part of the application is a budget proposal. Here the student gives an estimate of the amount of money that would be required. The student needs a description of the expense/income, the amount needed, is this a recurring expense, when they need the finances by, and the priority of the expenses. Then, the student creates another brief statement on their future outlook. This is another opportunity for them to show that being awarded this money will ensure that they graduate from K-State. The media outlets used to communicate with the consumers are social media, via Twitter, Instagram, Facebook, and the K-State website. Another key component to K-State Proud’s media is the t-shirt design contest. This is a contest using student-generated designs then voted on by the student body for the upcoming years shirt design. The t-shirt design is released during the first of the year pep-rally and then released at a later football game. This gets the university more involved by reaching out to students and treating it like a competition. The consumer is influenced by the media and friends donating because it is a very public campaign. When walking on campus you are always seeing K-State Proud’s logo. This way, K-State Proud is always on the students' minds.

MEDIA/ADVERTISING K-State Proud uses Facebook, Twitter, Instagram, and Linkedin's media platforms to promote and advertise their name. They also have a presence on YouTube, through KSU Foundation’s YouTube page. Because K-State Proud is a philanthropy, the main reason they utilize these platforms is for brand recognition. Each social media platform can be evaluated on its impact on the demographic K-State Proud is looking to reach. For college students, which ages typically range from 18-24 (“Age Distribution of Undergraduate Students by Type of Institution,” 2017) the top used media platforms are Youtube, Facebook, Instagram, and Snapchat. (Perrin & Anderson, 2019) The tone of voice K-State proud currently sets off on their social media platforms is one that appeals to their target audience, college students. Relaxed writing which includes vernacular, and breaking grammatical rules can be found across K-State Proud’s media platforms to appeal to its target audience. The tone of voice proposed for this campaign should be friendly, colloquial, and enthusiastic, yet passionate. It should be a voice that resonates well with college students and taps into their emotions.

The Creative Campaign: The campaign will be defined by sharing the stories of K-State Proud’s recipients and spreading the name of K-State Proud. So far K-State Proud has raised millions of dollars to help students in need. That means there are faces walking K-State’s campus that without the help from K-State Proud, they would not be there. That means there are faces in the workforce, that without support from K-State Proud throughout college, they would not be there. There are people of all kinds that were able to follow their dreams because the funds from K-State Proud gave them a chance. That is what this campaign is centered around.

Creative Strategy Statement: Advertising for K-State Proud will spread awareness of the opportunities offered to students and donors through various media platforms.

CREATIVE BRIEF What is K-State Proud’s character or personality? ●

Real, generous, and supportive.

Why does K-State Proud want to advertise? ●

To spread the word and to help give back to the students at the university.

Who is the audience? ●

The student body

What do they (audience members) currently think? ●

Most students are only worried about their experience at college.

What do you want them to think? ●

They can make a big difference in a student's life by helping them continue their education.

Why should they buy this product/service? ●

To help their fellow students continue their education to have a successful future.

What is the big message you want them to know? ●

A simple donation can change the lives of individuals in the K-State community and make a huge difference on campus.

What kind of tactics (specific ad/promotional techniques) do you want to use? ●

Social media

CREATIVE CONCEPTS

THE WRITTEN WORD Print Advertisement #1

This print advertisement aligns with our #WhyI'mProud campaign. The print was created to bring a face to K-State Proud. There will be multiple print pieces looking just like this with different faces and different quotes sharing why these particular students are proud. By sharing stories and faces of K-State students who donate to K-State Proud, audiences will feel a connection to the organization and motivation. This advertisement can be placed in multiple locations such as flyers throughout campus, advertisements in the collegian, manhappenin' or other local magazines, and can be transferred over to digital advertising as well. This advertisement should be presented to the audience 2 weeks before K-State Proud Week so that the audience has the brand recognition of the organization before K-State Proud tables. Provoking thoughts that students have while looking at this ad are: ● “That's just another K-State student like me but they are making a difference.” ● “That could be me…” ● “After seeing this I feel Proud too and of reminded of things at K-State that make me proud”

THE WRITTEN WORD Print Advertisement #2

This print advertisement aligns with our #WhyI'mProud campaign but shares the message in a different light compared to the previous print advertisement. This print was created to bring a face to K-State Proud. There will be multiple print pieces looking just like this with different faces and different quotes sharing why these particular students are proud and why they are thankful for K-State Proud. By sharing stories and faces of K-State students who have received scholarship funds from K-State Proud, audiences will feel compassion and encouragement to donate to K-State Proud and help their fellow students. This advertisement can be placed in multiple locations such as flyers throughout campus, advertisements in the collegian, manhappenin' or other local magazines, and can be transferred over to digital advertising as well. This advertisement should be presented to the audience 2 weeks before K-State Proud Week so that the audience has the brand recognition of the organization before K-State Proud tables. ● Provoking thoughts that students have while looking at this ad are: ● “K-State Proud has helped this student graduate and become successful... I could help make that difference.”

THE WRITTEN WORD Print Advertisement #3

This print advertisement aligns with our #WhyI'mProud campaign but is an anonymous quote by someone who has benefitted from K-State Proud. It encourages others who have had an experience with K-State or K-State Proud to share their stories using our hashtag #WhyI'mProud. This print ad could be placed throughout campus on announcement boards or in the K-Stater. This way both audiences can see the ad (college students and donors). This ad could be presented to the students and donors during the last weeks of the semester. This way if students are needing extra financial aid, K-State Proud is fresh in their minds. 14

THE WRITTEN WORD Print Advertisement #4

This print advertisement aligns with our #WhyI'mProud campaign because it highlights how your added donation will allow someone to continue their education. This ad also gives a direct link to where donors can go to give funds to help those students in need. This print ad could be placed in the K-Stater or the Good for K-State magazine. These two magazines are seen mainly by alumni who would be more likely to donate funds to K-State Proud. This ad could run year-round, updating the total every basketball season.

THE WRITTEN WORD Print Advertisement #5

This print ad is focusing on the motto of K-State Proud. We want to show people what K-State Proud is all about and that is why the motto is highlighted in this ad. K-State Proud is as simple as a student helping another student, which is why the ad itself looks simple. The picture of the campus makes the ad really come to life and show real students on campus. This ad will be placed as a flyer all around campus, in Mahappenin’ magazine, and turned into a digital ad for social media purposes. This ad can be shown all throughout the year to advertise K-State Proud and their motto. Provoking thoughts the students have while looking at this ad: ● “ How can I help my fellow students?”

THE WRITTEN WORD Print Advertisement #6

This print ad is to represent the spirit of the holiday season. We want this to advertise the t-shirt campaign during the holiday season because the t-shirt could easily be a gift for a friend or a family member. This ad shows the idea that buying a t-shirt for someone, also means giving a gift to a student in need as well, which is what the holiday season is all about. This ad will be posted 2 weeks before Thanksgiving break and be taken down after Christmas is over in order for it be seen during the holiday season. We will have the ad displayed all over campus as a flyer, in the collegian, and the Manhappenin’ magazine. The ad could also be digital and be displayed on social media or websites. Provoking thoughts the students have while looking at this ad: ● “I want to buy a K-State Proud shirt for my friend for Christmas”

THE SPOKEN WORD Radio Commercial #1 DATE: CLIENT: JOB #: RE:

12/1/19 K-State Proud 1234 :60 Radio Spot - K-State Proud Tabling Week

GIRL:

HEY K-STATE STUDENTS, K-STATE PROUD, THE FIRST EVER ALL-UNIVERSITY, STUDENT-LED CAMPAIGN IS BACK FOR ITS THIRTEENTH YEAR OF STUDENTS HELPING STUDENTS!

BOY:

YEP, STUDENTS, FACULTY, STAFF AND MEMBERS OF THE COMMUNITY, K-STATE CAMPUS SQUIRRELS… ANYONE AND EVERYONE IS ENCOURAGED TO STOP BY OUR TABLES SPREAD THROUGH CAMPUS THIS WEEK TO LEARN A LITTLE BIT MORE ABOUT US.

GIRL: BOY:

GIRL:

COME CHAT, MAKE A $20 DONATION AND RECEIVE THIS YEAR’S K-STATE PROUD T-SHIRT, WE PROMISE IT’S A COOL ONE. MONDAY WE WILL BE SAYING HOWDY PARTNER AND HITTING UP THE COLLEGE OF AGRICULTURE AT WATERS HALL, TUESDAY WE’LL SLAP ON A TIE AND MEET YOU AT THE BUSINESS BUILDING FOR THE COLLEGE OF BUSINESS, WEDNESDAY WE’LL GRAB OUR APPLES AND MEET YOU AT BLUEMONT FOR THE COLLEGE OF EDUCATION…. THURSDAY WE’LL BE AT BOTH CALVIN AND REGINER HALLS TO MEET YOU ARCHITECTURE AND ARTS AND SCIENCE STUDENTS AND FINALLY WE’LL WRAP IT UP ON FRIDAY AT RATHBONE AND JUSTIN FOR HEALTH AND HUMAN SCIENCE AND ENGINEERING! CHECK OUT OUR SOCIAL MEDIA TO LEARN MORE ABOUT WHERE WE ARE TABLING AND WHY STUDENTS ACROSS CAMPUS ARE HANSTAG K-STATE PROUD. SEE YA SOON!

This radio ad is intended to inform K-State students of K-State Proud’s tabling week. The radio ad should be aired the weekend before as well as during the week of the event. The spot should be aired on stations such as the K-State radio station, KMKF, KXBZ (Manhattan stations) and others.

THE SPOKEN WORD Radio Commercial #2 DATE: CLIENT: JOB #: RE:

12/7/19 K-State Proud 1236 :30 Radio Spot - K-State Proud T-Shirt Competition

GIRL:

ARE YOU ARTISTIC?

BOY:

ARE YOU PROUD OF THE SCHOOL THAT YOU GO TO?

GIRL:

WHAT BETTER WAY TO SHOW HOW PROUD YOU ARE THAN TO DESIGN A SHIRT FOR K-STATE PROUD!

BOY:

SUBMIT A T-SHIRT DESIGN BY JUNE 21ST TO BE ENTERED INTO THE K-STATE PROUD T-SHIRT COMPETITION.

GIRL:

FOLLOW KSTATE_PROUD ON INSTAGRAM TO SEE WHEN THE FIVE FINALIST DESIGNS ARE RELEASED. THE FINAL DESIGN WILL BE VOTED ON BY THE STUDENT BODY THROUGH SOCIAL MEDIA.

BOY:

THE FINAL DESIGN WILL BE REVEALED AT THE WELCOME BACK PEP RALLY.

BOY AND GIRL TOGETHE R:

K-STATE PROUD. STUDENTS HELPING STUDENTS.

This radio ad is intended to inform K-State students of K-State Proud’s t-shirt design competition. The radio ad should be aired three weeks out from the June 21st and advertised consistently leading up to the submission date. The spot should be aired on stations such as the K-State radio station, KMKF, KXBZ (Manhattan stations) and others.

THE SPOKEN WORD Radio Commercial #3

DATE: CLIENT: JOB #: RE:

12/7/19 K-State Proud 1239 :30 Radio Spot - K-State Proud During the Holiday Season

ANNOUNCER:

HEY K-STATE STUDENTS! DON’T YOU JUST LOVE THE HOLIDAY SEASON? ALL THE CHRISTMAS LIGHTS, HOT CHOCOLATE, COOKIES AND THE SPIRIT OF GIVING. WE ARE ALL EXCITED TO FINISH FINALS AND HEAD ON HOME FOR THE HOLIDAYS. DURING THIS SEASON, ONE THING TO REMEMBER IS THAT A GIFT DOESN’T HAVE TO BE PERFECTLY WRAPPED WITH A BOW ON TOP. A GIFT CAN BE AS SIMPLE AS A SMALL DONATION TO SOMEONE IN NEED. WITH OUR K-STATE PROUD T-SHIRT CAMPAIGN, YOU CAN BUY AN AWESOME SHIRT FOR YOURSELF OR A FRIEND, WHILE ALSO HELPING A STUDENT IN NEED. WHEN YOU BUY A SHIRT, ALL THE MONEY GOES TOWARDS HELPING STUDENTS CONTINUE THEIR EDUCATION HERE AT K-STATE. HELP US SPREAD THE SPIRIT OF GIVING ALL OVER CAMPUS THIS HOLIDAY SEASON BY HELPING YOUR FELLOW STUDENTS. YOU CAN FIND THE LINK TO BUY A T-SHIRT AT WWW.FOUND.KSU.EDU/K-STATEPROUD. AS ALWAYS, GO CATS!

This radio commercial is advertising the K-State Proud t-shirt campaign and how it can be used during the holiday season. The spirit of giving is very important during the holiday season, and we want students to see how a small donation can make a big difference for a fellow student. This ad will inform students of how all the money raised from selling t-shirts will go towards helping a student in need. This spot will be placed on stations such as the K-State radio station, KMKF, KXBZ, and others.

THE ANIMATED WORD Television Commercial #1 VIDEO

AUDIO

ZOOM ON OF MALE STUDENTS FACE

MALE STUDENT #1:

I love K-State Proud because it shows the true idea of the K-State family with the idea of

ZOOM IN ON FEMALE STUDENTS FACE

FEMALE STUDENT #1:

Students helping students. This is a way that K-State proud really brings

ZOOM IN ON SECOND MALE STUDENTS FACE

MALE STUDENT #2:

The whole campus community together. As a student at K-State, I want my fellow students

FEMALE STUDENT #2:

To succeed and if there is any way I can help with that, I would.

ALL 4 STUDENTS:

We all love K-State Proud

SFX:

(HAPPY MUSIC PLAYING)

SFX:

(HAPPY MUSIC STILL PLAYING)

ZOOM IN ON SECOND FEMALE STUDENTS FACE

VIEW OF ALL 4 STUDENTS IN ONE FRAME VIEW OF THE K-STATE PROUD TABLING AT THE UNION TEXT ON SCREEN WITH BLANK PURPLE BACKGROUND: “LET’S SHOW K-STATE PROUD OUR LOVE #WHYI’MPROUD”

This commercial is intended to unite students together through K-State Proud. A simple message showing that individuals are proud, but when we all come together, being proud is so impactful. This commercial will air on social media advertisements directed toward K-State college students as well as during basketball and football games.

THE ANIMATED WORD Television Commercial #2 VIDEO

AUDIO

ZOOM IN OF GIRLS FACE WITH HER THINKING OF TUITION STATEMENTS COMING IN THE MAIL

SFX:

(SLOW SOFT MUSIC)

CLOSE UP OF GIRLS FACE THINKING OF HOW SHE’S GOING TO TELL HER PARENTS SHE CAN’T AFFORD COLLEGE ANYMORE

SFX:

(SLOW SOFT MUSIC FADING OUT)

VIEW OF GIRL IN CROWD AT K-STATE PROUD BASKETBALL GAME. HAS GREAT IDEA ABOUT SCHOLARSHIP.

SFX:

(HOPEFUL MUSIC GROWING IN BACKGROUND)

VIEW OF GIRL WALKING UP THE STAIRS OF FAIRCHILD HALL TO GO APPLY FOR THE K-STATE PROUD SCHOLARSHIP.

SFX:

(HOPEFUL MUSIC GETTING LOUDER)

GIRL APPLYING FOR THE SCHOLARSHIP. SMILING.

SFX:

(HOPEFUL MUSIC GETTING LOUDER)

VIEW OF THE GIRL BACK IN CLASS LEARNING.

SFX:

(HOPEFUL MUSIC GETTING SOFTER)

GIRL ON GRADUATION DAY SMILING AND HOLDING HER DIPLOMA.

SFX:

(VERY SOFT PROUD MUSIC)

SCREEN WITH TEXT SAYING, “#WHYI’MPROUD, FOUND.KSTATE.EDU” INFORMATION AND HASHTAG ON WHERE TO GET INFORMATION FOR K-STATE PROUD SCHOLARSHIP.

SFX:

NO SOUND

This television ad is intended to inform the public about how donating to K-State Proud can change someone’s life. The ad doesn't have any talking, just simply a college girl’s journey through financial stress and then receiving the K-State Proud scholarship. This commercial will tug at the viewer's heartstrings and have them experience an emotional connection with K-State Proud. This commercial will show during the evening news on KSNT and WIBW.

THE ANIMATED WORD Television Commercial #3 VIDEO

AUDIO

ZOOM ON OF MALE STUDENTS FACE

MALE STUDENT #1:

I love K-State Proud because it shows the true idea of the K-State family with the idea of

ZOOM IN ON FEMALE STUDENTS FACE

FEMALE STUDENT #1:

Students helping students. This is a way that K-State proud really brings

ZOOM IN ON SECOND MALE STUDENTS FACE

MALE STUDENT #2:

The whole campus community together. As a student at K-State, I want my fellow students

FEMALE STUDENT #2:

To succeed and if there is any way I can help with that, I would.

VIEW OF ALL 4 STUDENTS IN ONE FRAME

ALL 4 STUDENTS:

We all love K-State Proud

VIEW OF THE K-STATE PROUD TABLING AT THE UNION

SFX:

(HAPPY MUSIC PLAYING)

TEXT ON SCREEN WITH BLANK PURPLE BACKGROUND: “LET’S SHOW K-STATE PROUD OUR LOVE #WHYIMPROUD”

SFX:

(HAPPY MUSIC STILL PLAYING)

ZOOM IN ON SECOND FEMALE STUDENTS FACE

This video commercial is to represent why K-State Students love K-State Proud. With the students finishing each other's sentences will be a way to show that as a campus we all share the same love for this organization. We want to spread the importance and love of K-State Proud, and what better way to do that then real students talking about it? The idea of family is something that is very important on the K-State campus, and this commercial will show that. This commercial will be shown on K-State TV and on the Jumbotron at the football and basketball games.

THE DELIVERED AND ABRIDGED WORD Direct Mail Concept #1

This direct mail concept is to inform the public about the K-State Proud football game. This will be used as a save the date for community members as well as for the K-State student population. The postcard will be sent out one week before the football game to remind the viewer about the game the upcoming weekend. With the wording “How Proud are You?” it engages the reader by asking them a question.

THE DELIVERED AND ABRIDGED WORD Direct Mail Concept #2

This direct mail concept is to thank the viewer for donating to K-State Proud. By handwriting the message, it adds a personal touch to the message. K-State Proud is making a closer connection with the donor. These will be sent out immediately after someone donates K-State Proud.

THE DELIVERED AND ABRIDGED WORD Small Space Concept #1

PopSockets are seen everywhere among college campuses. They are a great way to advertise on an item that college students use. Everyone always has their phone out so these K-State Proud PopSockets would be easily seen all over campus. K-State Proud can give these PopSockets out while tabling - this gives an incentive for students to visit the table while also spreading the brand image all over.

THE DELIVERED AND ABRIDGED WORD Small Space Concept #2

College students live on their laptops. Laptop covers and cases are prime real estate for advertising. During class or in a coffee shop, K-State Proud’s #WhyI'mProud campaign will be visible to everyone. The stickers will be handed out when someone visits the K-State Proud table

and once someone purchases a t-shirt.

THE DELIVERED AND ABRIDGED WORD Small Space Concept #3

This water bottle can be purchased at the K-State bookstore or during college week if you stop by the K-State Proud table, the students could get one for free. Giving these out to students during college week or if they buy a t-shirt, would be a great way to attract them to the table. Also, when students carry the water bottle around campus, other students will see the logo of K-State Proud. This will spread awareness of the organization all over campus. A good advertising idea for these water bottles would be to give a free one to students who buy a t-shirt.

THE ONLINE WORD Blog Post #1

K-State Proud’s T-Shirt Campaign What is K-State Proud you ask? Well, K-State Proud is a K-State Proud is a student-led fundraising component of the Student Foundation organization. Students at K-State work with the student foundation to help raise money to promote support for fellow students. All the money they raise goes directly to students in need of financial assistance to help continue their education at K-State.

The K-State Proud t-shirt campaign is one that is very well known on campus and we want to make it even more known. Every year we have students submit new t-shirt designs, then let the students vote on their favorite one. Once the votes are in, we make the winning design our new t-shirt design. This t-shirt will then be advertised all over campus because anytime someone buys a shirt, all the money goes towards helping students who are struggling financially. The goal of the t-shirt campaign is to spread awareness of K-State Proud all over campus and raise money for those students in need. In order to accomplish this goal we have an annual competition every year to see which sorority and fraternity can buy the most Proud shirts, and then they are awarded the Proudest chapter. We do this to get greek life involved as well because we want to be reaching as many K-State students as possible. To accomplish this goal, we also having tabling in the union for multiple days where students can come buy a shirt and learn more about K-State Proud. The motto of K-State Proud is ‘students helping students’ and that is exactly what the K-State family is all about. We want all students at K-State to be successful and through this

campaign, we can help those students in need be successful. When you buy a shirt, you aren’t just getting a cool shirt that a fellow student designed, you are also helping a fellow student continue their education here at K-State. So head over to w ww.found.ksu/k-stateproud and order yourself or a friend a t-shirt. Let’s all come together to help spread the motto of K-State Proud, students helping students.

This blog will be informing students of the t-shirt campaign that K-State Proud puts on every year. We want students to be educated on what the campaign and why we do it. The blog post will be posted on all social media in order to attract more students to read it. We plan to post it on Instagram, Facebook, and Snapchat stories with a link to the blog, so all the students have to do is slide up to read the blog. Having this easy access to it will make students more likely to read the post and educate themselves on the t-shirt campaign. We will also place a link to the blog in all our biographies on all social media as well.

THE ONLINE WORD Blog Post #2

Swarm Bramlage with Purple and Pride Get ready for gameday with K-State Proud. We have been tabling all week for the K-State Proud campaign week and have loved getting to meet you all! We are super thankful for your donations and now that you have donated and received your 2020 K-State Proud shirt… WEAR IT TO SATURDAY’S GAME! Saturday our cats play the Longhorns and it's time to swarm the stadium with purple and pride. You’ve already got a super cool shirt so you might as well share it and show it off! Oh and don't forget to smile when you see our camera guys and gals walking by, you might just get featured on our social media wearing your proud shirt. We’re super pumped about the game and hope you are too. What an awesome way to end K-State Proud week!

This blog post will share some information to K-State Students about the grand finale to K-State Proud week, the basketball game. Students are encouraged to wear their new K-State Proud shirts (ones that they received when they donated to K-State Proud while K-State proud was tabling all week on campus) The blog uses vernacular and a more casual tone to resonate with its audience.

THE ONLINE WORD Email Newsletter This email newsletter is a great way to reach college students. College students frequently check their inboxes because this is how they communicate with their classes so they are always checking their email. This particular email newsletter features K-State Proud week and has several calls to actions for the readers. The newsletter starts out with a heading of “Get Fired Up for 2020 K-State Proud Week” which draws the reader in. Next, using appealing visual graphics allows the reader to want to actually take a look at the email. The first call to action included in the newsletter is to come see the K-State Proud booths and in return get a t-shirt. This call to action is followed by another call to action, a button that says “Click here for more info!” that leads readers to K-State proud’s side which includes more info on the K-State Proud week. Next, there is an interactive map where students can see where K-State Proud will be tabling next. Lastly, there is another call to action to follow K-State Proud’s social media accounts and readers can click on the social media icons from the email and it takes readers to K-State Proud’s accounts. This email will be sent out to all K-State students and faculty.

THE ONLINE WORD Online Display Advertisement Concept #1 This Instagram story advertisement is intended to remind K-State students of the K-State proud basketball game as well as get them excited for it. The target market for this advertisement can be set for areas around Manhattan, particularly on campus and for age ranges of 18-22.

THE ONLINE WORD Online Display Advertisement Concept #2

This is an online ad formatted for an Instagram post. It would be placed on the viewer's timelines that currently follow K-State Proud and K-State Sports. This is to encourage K-State students to make a design for next year's shirts. It directs viewers to the K-State Proud profile to find more details on how to enter the competition. It will be posted three weeks before the competition

closes.

THE ONLINE WORD Online Display Advertisement Concept #3

This is an online ad formatted for a banner on the side of the K-State Sports website. This ad is for the K-State Proud basketball game. It is encouraging fans who have purchased a K-State Proud shirt, to wear it to the basketball game. It will be placed online once the K-State Proud

game is announced.

THE ONLINE WORD Online Display Advertisement Concept #4

This online display ad is made to educate students on where the tabling for K-State Proud will be each day during college week. The purpose of college is to educate students on K-State Proud by tabling at a different college every day, this way we can reach students from all over campus. Knowing this, we want students to be aware of what day K-State Proud will be tabling at their college and this ad makes it very easy for them to find out. By putting this ad on Instagram, Facebook and Snapchat stories, all the students have to do is slide up on the post to view which day K-State Proud will be tabling at their college.

PUBLIC RELATIONS Press Release

PUBLIC RELATIONS Media List

SOCIAL Facebook Post #1

K-State Proud Facebook post influencing how much money raised for student's scholarships. This post uses our hashtag “#WhyI’mProud” to encourage viewers to share their stories of why they are proud. This will be posted during the basketball season, leading up to the K-State Proud

basketball game.

SOCIAL Facebook Post #2

K-State Proud Facebook post hyping up the t-shirt reveal at the welcome back pep rally. This is a picture of the current t-shirt being used as a teaser. This post uses our hashtag “#WhyI’mProud” to encourage viewers to share their stories of why they are proud. It will be posted on the day of

the pep rally.

SOCIAL Instagram Post #1

K-State Proud Instagram post advertising that K-State Proud will be in the union handing out free buttons. Many students on K-State’s campus have buttons attached to their backpacks. This will be an effective way of advertising K-State Proud for a small cost. It will be posted on the day of

the event.

SOCIAL Instagram Post #2

K-State Proud Instagram post thanking the students and donors who have donated money. It calls out people as individuals and says that they have helped allow others to go to college. It will

be posted during spring finals week.

SOCIAL Influencer #1 Jansen Penny- K-State Student Body President We chose Jansen Penny as an influencer for K-State Proud because he is the Student Body President at the university. Having the Student Body President represent the organization on his social media will attract a lot of students to K-State Proud. It will also be a good way for students to be educated on what K-State Proud does because Jansen Penny can highlight the importance of K-State Proud in his posts. He can simply post a picture wearing the K-State Proud t-shirt and it will make students more aware of the organization. Being the Student Body President, Jansen has a big impact at the university and can make a big difference for the students on campus. With his help, we can take K-State Proud to the next level on campus by spreading the motto, Students Helping Students.

SOCIAL Influencer #2 Eric Stonestreet- Actor from Modern Family that attended K-State. We chose Eric Stonestreet as an influencer for K-State Proud because he is a K-State alumni and has won 2 Emmy Awards for Outstanding Supporting Actor in a Comedy Series. He played a main character in the very popular TV sit-com, Modern Family. With him being a celebrity, he has about 1.7 million followers on Instagram and 853,000 followers on Twitter. Having him support K-State Proud would not only spread awareness of the organization to people at the university but as well as people all over the US. Since he is a huge K-State fan, he would love to see all students at the university succeed. K-State Proud purpose is to help all students at the university to continue their education and guide them towards a bright future. Eric Stonestreet is part of the K-State family and with his help, K-State Proud could grow more than we ever thought was possible.

SUPPLEMENTAL Supplemental #1 Behind K-State Proud there are some amazing students. Whether it be the students who have accepted K-State Proud’s scholarship funds and are excelling in their job after college, or the students who volunteer for the success of K-State Proud, or the students who donate to the philanthropy, everyone has a story. These amazing stories deserve to be brought into the light. This is where the Proud Podcast comes into play. Students can interview students to expose these stories in short 20-minute bi-monthly podcasts. Continuing with the #WhyI'mProud campaign, stories can be shared which in return will empower, inspire, and motivate listeners. Content from these podcasts can also be utilized for other media purpose making it very versatile.

SUPPLEMENTAL Supplemental #2 K-State Proud is all about expression. It is an organization that allows students to express themselves through donating and volunteering. Creating a permanent art wall for students to express thoughts and share why they are #kstateproud is a way to do this. Having an art wall built in the quad that students can approach and express their thoughts is a way for them to interact with the K-State Proud brand in a creative and thought-provoking way. Not only is this a form of expression where students can write their thoughts but is also a great photo opportunity. A photo opportunity itself is so important because it is free advertising for K-State Proud whenever someone posts with this wall on social media. The wall can also be utilized to share upcoming events for K-State Proud in a creative way.

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