AGENDAA. The Ask

B. The OpportunitiesC. The Solutions

D. Further Recommendations

Assist Usher’s New Look Foundation, 501-(c)3, improve their current marketing strategy and brand identity for the Powered By Service and Music Industry Leadership 101 programs.

Deliverables: The creation of various brand guideline concepts representative of the UNL programs (Powered By Service, Music Industry Leadership 101, Leadership Academy and Moguls In Training). In addition, 15Hz developed solid marketing strategies applicable for Powered By Service and Music Industry Leadership 101.

• There is an opportunity for the nonprofit to gain more publicity on a national scale via improved marketing tactics.

• A stronger brand storyline can be developed via consistency in brand identity (artwork) and brand positioning statements for each program.

• UNL can leverage more support towards the brand by using micro influencers.

• The UNL Marketing Department can expand their brand’s presence on social and traditional channels with automation software.

THE STRATEGY

• African-American (54.41%)

• 25-34 years old (44.44%)

• Perception amongst audience:• Sweepstakes Contest (37.04%)

• Outside Company (24.07%)

• Music Label Promotion (27.78%)

• Nonprofit (11.11%)

THE SOLUTIONS

Powered By Service is a one day, 4-6 hour intensive leadership program for 8th grade students in conjunction with Emory University’s Goziueta Business School that highlights the benefits of servant leadership combined with enhancing talent, exploring career paths and nurturing education.

Effectively using peer-to-peer interactions alongside notable UNL alumni serving as primary instructors, Powered By Service is the prerequisite for the Usher’s New Look Leadership Academy. It aids students to identify their unique “spark,” while finding creative solutions to positively influence their communities. Upon successful completion, each student will receive Local Leadership Certificates that are backed by the program’s partnership with Emory University.

Music Industry Leadership 101 is an online, credit-earning course for high school students interested in music that teaches personal branding techniques while also helping to cultivate students’ leadership skills in complex settings relative to the music industry.

The Leadership Academy challenges 9th through 12th grade students in the areas of talent, education, career and service. Using a training period that spans the course of 400 hours of training across a four year period, successful completion of the academy earns each student a Global Leadership certificate from Emory University.

MARKETING STRATEGY

Powered By Service &

Music Industry Leadership 101

• Superintendents

• Politicians

• School Board

• Parent Teacher Association (PTA)

Principals

• 42% female middle school principals

• 79% identify as Non-Hispanic White

• Average Age: 47• Spends 58.3 hours/week at work

• Interacts with student 23.1 hours/week

• Average years of experience: 6.5

Source: The National Center for Educational Statistics

• Money Conscience• Child Success Oriented

• 52% female high school principals

• 82.6% female high school principals

EARNED MEDIA

A. Become apart of Starbucks RESPONSIBILITY Program• Starbucks control 33% of the market share for gourmet coffee companies

• 65% of Americans (45-54) drink coffee

• Supports nonprofit/social cause organizations, such as National Urban League, NAACP and the Association for the Advancement of Mexican Americans

EARNED MEDIA

A. Public service announcements on public radio station

• 74% of Americans (40-59) follow news topic on public radio stations

• 53% of American women follow local news topics on public radio stations

• Solidifying interviews on public radio or podcast stations: • National Public Radio (NPR) • TED Talks • NOVA (PBS sponsored) • List

OWNED MEDIA

A. Create a dedicated webpage for Powered By Service on UNL site • Integrate video of student testimonials • Highlight Powered By Service student leaders and their successes • Create a consistency with posts upon each social media channel, to leverage visibility • Usher’s social media channels

PAID MEDIA

A. Purchase advertising space in nationally syndicated publications for educators

• The National Association of Secondary School Principals (NAASP) publishes the Principal Leadership Magazine (a nationally circulated publication)

• 2016 NASSP Ignite Conference

• 1,800+ school-based leaders attend annually

• 78% of attendees are principals/assistant principals

EARNED MEDIA

A. Get articles featured in publications associated with music education

• National Association Music Education

• Music Educators Journal

• Journal of Music Teacher Education

• General Music Today

OWNED MEDIA

A. Create a dedicated webpage for Music Industry Leadership 101 on UNL site • Integrate video of student testimonials • Highlight Music Industry Leadership 101 student leaders and their successes • Create a consistency with posts upon each social media channel, to leverage visibility