An Integrated Campaign Proposal

What we knew:•The Baldwin Promise scholarship can be

awarded to any graduate of Baldwin Community High School.

•The scholarship covers tuition up to $5,000 a year to any 2 or 4 year approved college or university in the state of Michigan.

•Funding for the scholarship is last priority due to most of the funding received already.

•The first scholarships were awarded to the graduating class of 2010.

Target Audience:

Students of Baldwin Community Schools

Parents of the studentsEducators

Community Leaders

Main Baldwin Challenges:• Absence of a “college going culture”.

•Average ACT are scores below the qualified level for college preparedness, which is 19 according to the school district.

•No Advanced Placement courses offered in high school..

•Low motivation of students to go to college•Not culturally integrated•Resources out of reach•Fear of leaving “safe zone”

•No job opportunities available for graduates locally in Baldwin.

•The jobs that are available in Baldwin have no requirement of a college degree.

Problems & Opportunities

Problem: The lack of a college going culture creates a community with low motivation to pursue a post-secondary education.

Opportunity: Inspire and develop a college going culture by informing the community of the benefits associated with college.

What do we want to do?

We want to change attitudes and inspire individuals to acquire a post- secondary education.

The message we want to deliver:

We want to reinforce that college can unlock doorways and can provide a higher standard of

living.

The Creative Work

The Baldwin Promise Logo

The tagline: College is the key, unlock your futureCollege is the key, unlock your future

Direct Mail: Parents

Direct Mail: Students

Outdoor: Billboard

Brochure

T-Shirt

Ambient Advertising

Social Media: Facebook

Website

Event: The Open Door

Promotion: “Unlock the Future” Raffle

The Media Plan

Thank you for this opportunity!

The creative inspirations behind this campaign stem from the imaginations of The Creative Elements team.