proposal
Table of Contents
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4
Mission Statement
6
Background
8
Our Goals
10
Strategy
12
Graphic Standard
20
Business System
24
TEAMS Promotion
36
Conference Promotion
42
Budget
44
Schedule
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Mission Statement
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Who Are We? TEAMS is an awareness campaign geared towards Bay Area high school students, emphasizing equal importance in art, science, technology, engineering and math. We aim to connect with high schoolers through student clubs and help them discover the collaborative nature of STEAM, as well as open up exploration across multiple disciplines. We believe the world is not isolated into distinct fields; it is one interconnected system. TEAMS as an acronym pulls emphasis towards the collaborative and interdisciplinary nature of STEAM education and our campaign.
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Background
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What is STEAM? STEAM, short for “Science, Technology, Engineering, Arts, Math”, is a new educational model that emphasizes equal emphasis on all 5 subjects. This model was spearheaded by RISD (Rhode Island School of Design) by a student coalition to bring back the arts into education. This is also an alternative response to the STEM educational model which essentially focuses on the science and engineering without art.
Devaluation of Art A major shortcoming of the STEM educational model is the devaluation of art towards society and a biased development towards education in the sciences. The Arts are also under severe budget cuts in the United States, with $10.5 trillion reduction over the next 10 years as proposed by Trump. Society however looks for innovation and creativity to connect knowledge and research from experts to the masses. Public schools all over the nation have been relying more on private funds and patrons of the arts to provide creative outlets for students. There has also been a growing trend of nonprofit arts organizations setting aside more funding for arts education and outreach to local schools. RISD therefore brought about the STEAM movement to re-introduce innovation and creativity through education in art.
Existing STEAM efforts The main STEAM movements gaining traction are East Coast based campaigns such as RISD’s “STEM to STEAM” campaign (http:// stemtosteam.org/) and RISD’s STEAM extension project with Ivy League schools (http://steamwith.us/). Another similar campaign is “Project H” (http://www.projecthdesign.org/), a program that teaches 6th through 12th grade students design skills with applied arts and sciences to transform communities and their education. There is a lack of West Coast-based effort in STEAM, with STEM being the major force in California due to the local tech industry in Silicon Valley.
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Our Goals
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Project Objective
Message
Our objective is to create an awareness campaign for promoting and supporting STEAM education to high school students.
“The world is not isolated into sections of science, technology, engineering, art, and math; it is one interconnected system.�
Needs
Audience
STEM, the current educational model promoted worldwide, has created many misconceptions and a lack of appreciation of many arts/humanities field. Many of our students struggle to choose a career within the arts because of the societal and educational discouragement towards it. Schools should make efforts to adopt the STEAM (Science, Technology, Engineering, Art, Math) model, instead of limiting our teaching and encouragement towards STEM (Science, Technology, Engineering, Math) fields only. There is a necessity in re-addressing and educating our students about the importance of arts/humanities and how it interconnects with STEM. Our educational system needs to provide more resources and put a stop to cutting funds within the arts to support students.
Demographic
High school students
Annual Income
Family background income approx. $65K-$75K
Gender
Male and Female
Age
13-18 years old
Area
Bay Area
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Strategy
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Distribution Strategy
Campaign Materials
The Campaign will be distributed throughout high school students via student organizations and clubs in Bay Area highschools. The brochure, poster series, and other promotional items will include logos of participating student organizations, sponsor partners, and University partners involved in supporting this campaign. The posters and brochures will be distributed to high schoolers through student orgs and extra-curriculars as well as high school career counselors.
Brochure (9”x4” max) • Introduces STEAM and the campaign mission, includes instructions on how to get high school student involvement. • Sponsors - Adobe, Autodesk, V-Ray, IDSA, AIGA, Exploratorium, art science fusion program at UC Davis, Lego, TEDx, SVCreates • Student clubs at highschools Sponsor outreach pamphlet
2-Day Conference In addition, there will be a 2-day conference held for highschool students to expose them to the professional world and provide them tangible examples of STEAM integration in different industries. This conference includes keynote speakers, informational booths by companies, organizations, and universities, as well as STEAM education related activities. High schoolers will get to experience many aspects of STEAM in this introductory 2-day conference and learn more about the limitless options they have for future career aspirations or life goals.
Social Media platforms • Facebook (828x315 px) • Twitter • Instagram (1:1 photo crop ratio and hashtag) Poster Series (11”x17”) • Includes testimonials and examples of existing STEAM projects and slogans + summary. Editorial (4 page spread, 8.5”x11”) Business System (geared towards sponsors) • Business card (3.5”x2”) • Letterhead (8.5”x11”) • Envelope (Number 10) Pins (2” diameter) and stickers Billboard/building banners (14’x48’) Event Website (desktop + mobile screens) Free swag • T-shirts, tote bags, free software codes, folders (8.5”x11”)
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Graphic Standard
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Logo Design The logo is designed around the central theme of inspiration and collaboration. This is translated in the lightbulb logo graphic which is incorporated into the bowl of the “a” in “teams”. The rounded sans serif typeface creates a friendlier and more approachable logo that is geared towards high schoolers. The teal color increases the approachability of the brand, and the grey maintains professionalism and credibility. The brief tagline underneathe the logo, “multidisciplinary | collaboration”, functions to communicate the purpose of the organization.
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Black & White
1 Inch Version 1�
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Opacity Specification
Opacity: 65%
Reverse Color
Opacity: 65%
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Proportions
kearning: optical tracking: +20
x-height of Comfortaa typeface
kearning: optical tracking: +150
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x Dimensions
Clear Space around Logo = 4x
1.5x
Clear Space around Logo = 4x
Inappropriate Usage Missing Tagline
Distorted Proportions
Switched Colors
Unspecified Colors
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Typography Logotype
Comfortaa Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Headers
Body Copy
DIN 1451 Std Engschrift - 18pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Proxima Nova Regular - 9pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Color Palette
CMYK: 62,0,36,0 RGB: 86,194,180 HEXcode: #56c2b4
CMYK: 0,0,0,100 RGB: 0,0,0,0 HEXcode: #000000
CMYK: 52,43,43,8 RGB: 128,128,128 HEXcode: #808080
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Business System
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Business Card Front
multidisciplinary | collaboration
ISAAC TSENG FOUNDER Lorem ipsum dolor sit amet https://www.teams.org teams@teams.org 123.456.7890
Rear
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#10 Envelope Front
Lorem ipsum dolor sit amet https://www.teams.org teams@teams.org 123.456.7890
Rear
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Letterhead Front
Rear
Lorem ipsum dolor sit amet https://www.teams.org teams@teams.org 123.456.7890
Michelle Hosogai UC Davis Student Street Address City, State Zip Dear Ms. Hosogai, Laborum sint exercitation. Dicta sequi vitae id or cupidatat officia or minim. Consequatur odit aliquid architecto and mollit. Ipsa consequat excepteur yet veritatis and ullam. Aliqua commodi yet explicabo and doloremque or aspernatur, unde sunt. Quis minim eos quasi or nequeporro and do veritatis. Quia illum or amet modi aliquam, quis si. Anim. Aperiam. Id perspiciatis or ipsum. Nihil eius, in so commodi laudantium quam quis. Pariatur quis nor eum for dolore velitesse. Commodi accusantium vitae sed omnis or eos cillum. Amet labore consequat magnam. Eaque duis non, nor nesciunt. Nostrum inventore veniam or ut ullam. Velitesse odit natus. Autem sit and aliquid. Excepteur in qui. Occaecat aute iste and autem. Iure ab omnis, yet laborum. Ipsam ipsa, so accusantium lorem suscipit for sunt. Vitae magna consequuntur. Fugiat perspiciatis exercitation perspiciatis. Adipisci. Officia.
Sincerely,
Isaac Tseng Founder of TEAMS 123.456.7890 teams@teams.org
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TEAMS Promotion
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USB flash drive
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T-Shirt Front
T-Shirt Back
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Editorial
Tote Bag
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Baseball Cap
Brochure & Envelope
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Website
Social Media
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Stickers
Pins
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Conference Promotion
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Event Tickets
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High School Poster
Bus Shelter Poster
Exterior Wall Poster
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Billboard
Streetlamp Banner
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Budget
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Quantity
Cost
Business Card
3000
$170
Brochure Pins Tote bags T-shirt Folder Letterheads Envelopes Stickers
1000 1000 1000 1000 1000 1000 1000 1000
$525 $250 $5550 $6740 $975 $250 $158 $50
500 500 500
$8200 $5600 $500
2 1 Small Marketing Company 1000 miles/month 2 days
$3000/month $12/year $1500/month $1115/month $40000
Deliverable
Baseball Caps USB Flash Drives Posters Billboards Website domain Social Media Marketing Transportation Conference venue booking
Sponsorship Levels Silver sponsor ($1,500) recognition in all our publicity/promotions, including 500+ posters that will be distributed in schools, food chains, supermarkets, businesses, libraries, organizations. Plus one ½ page advertisement of your business on the program book.
Gold sponsor ($2,500) all the SILVER privileges plus one free 12 x 12 tent on event day to showcase and promote your business to the public, add your company website link in our 2017 STEAM event page.
Diamond sponsor ($3,000+) all the GOLD plus displaying your banner/sign at the main stage or event headquarter and recognizing your sponsorship during event open ceremony.
Estimations and quotes from Vistaprint, Google Domains, California Academy of Sciences, eVenues, Outfront Media and LYFE Marketing.
Total Cost $74595 Ticket pricing (est. 1000 student attendance) $74595 / 500 = $74.595/ticket
(with est. sponsorship + educational subsidy: $25000) ($74595-25000) / 1000 = $49.60/ticket
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Schedule
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2017
May
Editorial, Brochure, Campaign materials design complete. Outreach to Community Partners.
June
Pre-Production Complete. Campaign Pitch.
July
Production of Campaign Materials. Continue outreach and collaboration with community partners and sponsors. User-testing with High Schools.
Aug-Nov
Distribution to Highschools. Promotional Tour. Conference planning & production.
Dec
2-Day Conference
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TEAMS Campaign 1 Shields Ave, Davis, CA 95616 123.456.7890 www.teams.org teams@teams.org