AWARENESSCAMPAIGN’ · 2014. 12. 17. · 562$Media$Strategies$&$Techniques$|$Awareness$Campaign$1$!! AWARENESSCAMPAIGN’ 562MEDIA!STRATEGIES&!TECHNOLOGIES|!FINALPROJECT! Build!awareness.!Spark!a!movement

562 Media Strategies & Techniques | Awareness Campaign 1

AWARENESS CAMPAIGN 562 MEDIA STRATEGIES & TECHNOLOGIES | FINAL PROJECT

Build awareness. Spark a movement. Support a nonprofit.

Part 1 Part 2 Part 3 Part 4 Part 5 Research Message & Branding Goals Inverted Pyramid Landing Page Questionnaire Brand platform

Key terms and phrases Core facts about cause

Campaign objectives and desired outcomes

5W’s Promotional copy Related links Image, graphic or video

Part 6 Part 7 Part 8 Part 9 Part 10 Social Media Opinion Piece Online ad Html Email Summary &

Conclusions Facebook post Twitter post

Short piece in your voice geared for placement on site or blog

Facebook ad with goal of increasing visits to campaign site

Goal-‐based email to friends, family and colleagues

Final Thoughts

PART 1: RESEARCH What is your awareness campaign? What is the definition, history and general ideas and theories surrounding your public awareness issue?

My awareness campaign it to excite students about reading. There are too many NYC public schools without proper funding for books, and students without access to books. Only 26% of NYC students are passing proficiently on their English exams vs. 31% of NY state overall.

What do you want to make your audience aware of about this issue? Do you want to inform or persuade?

I would like to inform the audience about the overall problem facing NYC schools and students, in the hopes of persuading them to act.

What are some of the statistics related to your public awareness?

26% of NYC students passed the English section of their standardized tests. 58% score below minimum rates on literacy exams. Only 50% of adults claim to read novels, or enjoy reading. Only 15% of students age 16-‐18 read vs. 35% of 11-‐15 year olds that read. Reading is proven to reduce stress 600% more than playing video games. In NYC, only 35% of eighth grade public school students are proficient in reading.

What solution would you implement to change the problems surrounding your public awareness campaign?

I would like to change the face of reading and the importance of reading to children and for children, specifically to NYC schools. I believe there may be a difference or lack of belief that reading is important to the growth of your brain and function of children, as well as their stress, etc. and I would like to close that gap of possible miscommunication.

What organizations, business or individuals are working to change the problem and improve the issue? How do they approach their strategies? Give two examples.

Behind The Book Reach Out And Read Reading Tree United Through Reading

How will knowledge about this campaign help Knowledge is the first step to recognizing there


your audience make a difference? What can they do to get more involved in the issue?

may be a problem and the first step to fix a problem is to recognize it exists. I believe this education to the gap in schools & reading will help drive awareness and there by drive donations to help organizations like Behind The Book do more in the community.

What are some valid resources with interesting and accurate information about this cause? List three.

http://www.behindthebook.org/ http://www.nycservice.org/organizations http://www.firstbook.org/

Select an organization (or multiple organizations) that will benefit most from your messaging and efforts. This would be a group (or groups) you will direct audience members to for engagement, fundraising or volunteering. NAME OF ORGANIZATION PURPOSE OR RELATIONSHIP

TO THE CAUSE/MOVEMENT WEBSITE URL

Behind The Book Inspire NYC public school students to love reading.

http://www.behindthebook.org/

First Book Provide access to new books to children in need.

http://www.firstbook.org/

Literacy Inc. Fighting literacy in America’s public schools.

http://www.literacyinc.com/

PART 2: MESSAGE & BRAND Multimedia Collection

a. Use Google images or other source to find a logo/wordmark affiliated with your cause, nonprofit organization or movement. If one does not exist – use a desired font style and create something simple using the campaign title. Place the image in the “Brand Platform” grid below.

b. Use Google images, organization’s website or other source to collect about 6

images that illustrate and relate best to your cause, nonprofit organization or movement. (save as jpegs)

c. Place the images in the grid below + use these images for other aspects of

your campaign (i.e. Facebook posts, landing page layout, html email layout, opinion piece)


BRAND PLATFORM Cause, Movement or Nonprofit logo or wordmark

Campaign Fonts

HEADER SUBHEADER BODY COPY

Patrick Hand Helvetica Veranda Campaign Color Scheme

PRIMARY SECONDARY ACCENT

KEY WORDS & PHRASES KEY WORDS 1-‐2 word “bullet points” that best illustrate the strengths of the cause, nonprofit or movement.

KEY PHASES 3-‐8 word short statements or tags that summarize the unique aspects of the cause, nonprofit or movement.

1. Donation 1. New York City 2. Reading 2. Nonprofit Organization 3. Literacy 3. Building a love for Reading 4. Schools 4. Helping public schools 5. NYC 5. Literacy programs MESSAGE PROFILE High level profile of nonprofit organization, cause or movement

Name: Behind The Book Purpose: Behind the Book makes New York City public

school students excited about reading. Affiliated events, initiatives, fundraisers:

December Reading Series Pop up Art Exhibit Volunteer Opportunities

Digital assets of “main” organization,

Web URL: http://www.behindthebook.org/ Facebook URL: https://www.facebook.com/BehindtheBook


cause or movement (if applicable) [Web and social media presence]

Twitter URL: https://twitter.com/Behind_the_Book Other.. https://www.youtube.com/user/BehindtheBook

Promotional assets [Current visibility – advertising, PR, awareness]

How is the cause, nonprofit organization or movement currently promoted? What marketing tools and outreach is currently used?

Currently they maintain a website, and social media (Facebook, Twitter, YouTube, Pinterest, Instagram & LinkedIn).

Core audience Who are the people who will help meet the organization’s objectives or aid in raising awareness?

Anyone passionate about reading, and literacy. Authors of books, mostly children focused books. Book publishers. Parents. NYC community. NYC public school teachers.

Core target market(s) What is the organization or cause geographic reach? What areas do they focus on for promotion and outreach?

New York City public school students. They reach schools & authors through marketing and volunteer outreach.

Main messages [Tag lines, popular affiliated phrases]

What is the primary mission and vision of the organization?

Behind the Book’s (Btb) mission is to inspire New York City public school students to love reading by bringing accomplished authors and their books into classrooms and creating rich, innovative literacy programs. Behind the Book fosters a life-‐long love of reading and learning. Our programs are part of the class curricula and are aligned with the Common Core Learning Standards. Behind the Books About Us

Core Strengths What unique attributes does this cause, �organization or movement have that most appeals to supporters?

Core strengths include: • Improving literacy for NYC public school

students • Improving students test taking abilities • Providing stress relief alternatives to

students through reading • Helping foster a lifetime love of reading • Engage students into more creative avenues

PART 3: CAMPAIGN GOALS & OBJECTIVES What type of awareness campaign are you designing? (Choose 1-‐3)

· Raising money (fundraising) · Increase public knowledge of cause or specific related organization · Increase online engagement · Increase general engagement (volunteers, participation in programs, attendance at events) · Recruit members · Get donations (clothing, food, air miles,

1. Increase public knowledge of cause 2. Raising money (fundraising) 3. Increase general engagement


printing, pro-‐bono services, etc.) · Event volunteers and attendance · Other?

What are your main campaign goals? What do you most hope to achieve with your awareness efforts? Provide at least three.

Examples · Increase fiscal donations · Get more of my family and friends get involved, support, donate · Promote X organization via my social media channels · Increase engagement on organization X social media · Promote [specific event] for X organization · Other…

1. Increase engagement of organization on social media, etc. 2. Increase fiscal donations 3. Increase community involvement in events

PART 4: INVERTED PYRAMID Campaign Title

Behind The Book. Creating Readers for Life!

WHO Overview of the cause Behind the Book works directly with public schools in under-‐served New York City communities to develop customized reading and writing curricula in conjunction with authors and illustrators we love. With books in their hands, and renowned authors in their classrooms, kids are inspired to read, write, and illustrate their own stories.

WHAT What makes the cause unique and important?

Btb connects authors/illustrators directly with students to excite them about reading and drawing. It uses the authors to build creativity.

WHERE What region do you want to focus on for your cause?

Btb focuses on New York City public schools.

WHEN Use compelling argument or statistic to help establish a sense of urgency

58% of NYC students score below minimum rates on literacy exams. Only 26% of NYC students passed the English section of their standardized tests. In NYC, only 35% of eighth grade public school students are proficient in reading.

WHY Why is this cause important? Why should people care?

In a 2008 study conducted by Dr. Rob Horowitz of Columbia University with school teachers, he found that the Behind the Book partnership with schools gave teachers new ways to engage students in classroom reading programs: -‐ 91% reported that students gained new insight into books and stories -‐ 91% reported that students were better able to interpret and understand books and stories -‐ 82% reported that students were more verbally


expressive -‐ 91% extended the work with Behind the Book into ongoing classroom instruction

HOW How will [donations, engagement, volunteering] make a difference for this cause?

It takes volunteers to make this program a success, volunteers to read to students, and engage with them. Donations help fund providing more books, and author time to the cause – helping us reach more schools and more students.

Additional Info More about the cause, its history, value, impact

Jo Umans founded Behind the Book in 2003. At the time, Jo was a television producer and part-‐time school librarian. In her role as school librarian, she coordinated a series of author visits for her son’s school and was inspired by the students’ engagement with the authors. She resolved to make such opportunities accessible to more students. In its first year, Btb coordinated 15 author visits. Today, we are working in 55 classrooms in the Bronx, Brooklyn, and Manhattan.

Closing Info How people can learn more, help or get involved, attend, donate and engage? Promote link(s) to the organization or campaign.

http://www.behindthebook.org/about-‐us/ http://www.behindthebook.org/join-‐us/volunteer/ http://www.behindthebook.org/support-‐us/donate/

PART 5: LANDING PAGE Create a mock up of a single-‐layer “landing page” for your campaign. Required Elements Other Notes • Title • Photo or related graphic • Overview copy • Related links • Call to action (learn more, donate, volunteer,

join mailing list, etc.)

• Maintain consistency in brand for logo, fonts and color scheme

• Create your mock up in Wix or feel free to use Photoshop, InDesign or other program

• Incorporate core messaging you established in earlier sections as part of your overall message

http://kristenalexander1.wix.com/behindthebook


PART 6: SOCIAL MEDIA ENGAGEMENT Facebook Post 1 [35-‐50 words + photo]

In NYC, only 35% of eighth grade public school students are proficient in reading. Discovering a connection to books is an important way to stay engaged, both in school and in life. Behind The Book. Creating Readers for Life!


Facebook Post 2 [35-‐50 words + photo]

It is proven that reading reduces stress 600% more than playing video games. Join Behind The Book and get your children into books and foster a life-‐long love of reading! Behind The Book. Creating Readers for Life!

Twitter Post 1 [140 characters]

Interested in how you can help NYC students find a love of reading and learning? Consider volunteering today! http://www.behindthebook.org/join-‐us/volunteer/

Twitter Post 2 [140 characters]

$15 buys books for one student. Every gift – no matter the size – makes a difference. Donate to Behind The Book today http://www.behindthebook.org/support-‐us/donate/

PART 7: OPINION PIECE In the spirit of the discussion forums you have participated in throughout the course, craft a blog post (or call it an op-‐ed) from a personal perspective on why you are passionate about this cause, nonprofit organization or movement. Make it meaningful in overall content + include at least one photo + link(s) to related articles, websites or other references. 200-‐500 words. http://krstenalex.wordpress.com/2014/12/17/i-‐love-‐you-‐nyc-‐but-‐how-‐would-‐you-‐know/



PART 8: ONLINE AD Audience Locations List of locations you would

want the ad to appear on select audience profiles and searches

New York City

Age [i.e. 18-‐21, 25-‐30, 35-‐40 or you can list multiple]

30-‐45

Gender [i.e. male, female, all] All Interests List 3 common hobbies or

interests your audience would possess [i.e. 5k runs, philanthropy, volunteering, tri-‐athalons, fundraising, yoga, Zumba, working out]

Volunteering Philanthropy Fundraising

Marital Status [i.e. married, single, dating, engaged, in a relationship, divorced, etc.]

Married, Dating, Engaged, In a relationship & divorced

Job Status [student, employed full time, employed part-‐time, volunteer, etc.]

Employed Full-‐time

Education Level [high school, some college, college graduate, post-‐secondary, doctorate]

College & Graduate

Facebook Ad

A love of reading goes a long way! Donate to Behind The Book, and help us foster a life-‐long love of reading for your children today. PART 9: HTML EMAIL Create a mock up of an html for your campaign. Your email audience is friends, family and colleagues and the call to action should match up with your overall campaign goals (awareness, volunteers, attending event, etc.) Required Elements Other Notes • Headline (subheadline is optional) • Body copy • Photo and/or logo • Contact information • Call to action

• Maintain consistency in brand for logo, fonts and color scheme

• Create your mock up in Photoshop, InDesign or other program

• Incorporate core messaging you established in earlier sections as part of your overall message



PART 10: SUMMARY & CONCLUSIONS The format for this section is your choice – bullets, dialogue, a table – whatever works best with how you want to organize your thoughts. Your choice – just be sure to cover the topics/questions below. What I thought I knew – why this cause, organization, movement mattered to me

This year I moved to one of the biggest cities in America, NYC. I was moved for a career I was so overly excited about and unfortunately the company downsized a few months later leaving me on the dreaded unemployment line. The things I saw inside the Dept. of Labor scared me to the bone. The fact they were pouring all of this money into basic reading, writing, and computer classes astonished me. What adult didn’t already have these very basic skills? Of course this mattered to me being that I was in the job market, I wanted help from these people in finding another job. With their time being preoccupied with these fundamental things, less time was actually put on the emphasis of finding jobs and more on skill building. While this isn’t a bad goal, it didn’t help me at all. This was frustrating and that is where the cause really took up its full strength.

What I sought to find out I sought to find information on literacy programs, things to fill my time while I was unemployed. But more so I wanted to find out what was really going on in NYC. Why are so many people lacking basic skills? We are one of the most populated cities, but can that mean we could also be one of the dumbest? This was a major concern.

What I found out What I learned was that in New York state alone over 2.7 million adults lack basic literacy skills. 35% of eighth graders in the NYC public school system lack basic reading skills. 80% of high school graduates in NYC lack basic reading skills and in order to qualify for community college are being retaught basic reading and math skills. Over 10,700 students failed the exam for community college last year. New York City’s public school system is the largest, teaching over 1.1 million students at 1,700 schools.

What I learned that I didn’t know before All of this was news; I knew NYC was large but not sure how large. I knew there were problems with the public school system, but not these types of problems.

What I want to know more about knowing what I know now

The one thing I will take away from this is the desire to continue my research, and find ways to volunteer and help organizations like Literacy New York and Behind The Book.

Documents

AWARENESSCAMPAIGN’ · 2014. 12. 17. · 562$Media$Strategies$&$Techniques$|$Awareness$Campaign$1$!! AWARENESSCAMPAIGN’ 562MEDIA!STRATEGIES&!TECHNOLOGIES|!FINALPROJECT! Build!awareness.!Spark!a!movement