Print Advertising
* The QR Code displayed below was only used for design purposes.
Interactive Mobile Advertising
Step 1
See the ad in a magazine.
Step 2
Use the QR Code Mobile App to scan the QR Code.
Step 3
Meet the child that is in need of your help.
Step 4
Read the "How to donate" page.
Step 5
Complete your donations and help finish a child's education.
Facts:
- 3 month fundraising Campaign
- Build new schools in Ghana
- It should be highly visual in content and bring issues to life through a relatable
presentation
- A strong Call To Action
- Convert all participants into long lasting supporters
- Creative should run across Digital and Print
- Use number of touch points (EX: Print Ads, Facebook, Packaging, Business Cards)
- Build new schools in Ghana
- It should be highly visual in content and bring issues to life through a relatable
presentation
- A strong Call To Action
- Convert all participants into long lasting supporters
- Creative should run across Digital and Print
- Use number of touch points (EX: Print Ads, Facebook, Packaging, Business Cards)
Objectives:
Reach 5% of target market during the three month promotional campaign.
Increase donation margins by 3% by the end of the promotional period.
Increase donation margins by 3% by the end of the promotional period.
Target Audience:
(Knowledge Builders)
(Knowledge Builders)
Millennial generation with a concentration on the 25-31year old market. These young people strive to make a difference and are online more surfing; social networking sites, blog pages, fashion websites and electronics and electronic accessories. This generation rely on print and internet sources for local business scenes and search
engines.
engines.
Positioning:
This campaign will reflect the need for youth to help their fellow youth. These passionate tech-savvy millennial’s will feel a sense of compassion while intrigued by the drive to help less privileged children.
Primary Message:
An innovative image in donating to/for third world countries on improving education for the youth.
Copy Platform:
Headline- FINISH THE PICTURE
Tagline- With Your Scan
Body-
It’s hard to get a complete education in an unfinished school. Students in poor school buildings suffer an achievement level of 11% below their peers. Building these schools will help children complete their education and live up to their potential. Scan the code to see how a donation of just $25 can help finish their bigger picture.
Tagline- With Your Scan
Body-
It’s hard to get a complete education in an unfinished school. Students in poor school buildings suffer an achievement level of 11% below their peers. Building these schools will help children complete their education and live up to their potential. Scan the code to see how a donation of just $25 can help finish their bigger picture.
Tone and Execution:
Straight Forward/ Compassion. Motivation and Inspiration.
Playing to the market’s feelings, images of the children need to be shown creatively.
Images of un-finished schools should be in the background. Use a graduation cap as a symbol of education with no fill. This way the copy and visuals should both imply an
“Unfinished” message.
Images of un-finished schools should be in the background. Use a graduation cap as a symbol of education with no fill. This way the copy and visuals should both imply an
“Unfinished” message.
Mandatories: (in inches)
Headline-
Body Copy-
Pencils of Promise Logo (logo found in Brand Book)
- ( 0.36 x 1. 36’)
Logo must only be placed against a white background
Height buffer determined by the “p” in logo. (Clarence Space)
Implementation:
Media budge: $15,000
- One Interactive Advertisement
The Finish The Picture campaign will involve multiple steps. Step one, the millennial
will see the banner advertisement online. Second, they will use their smart phone to scan
the image. Third, the millennial will come to a mobile site that will inform them on a third-world
child who is in need of an education. Fourth, after reading the description of the child, the
millennial will be guided to a donation page to help build schools for children in third-world
countries.
will see the banner advertisement online. Second, they will use their smart phone to scan
the image. Third, the millennial will come to a mobile site that will inform them on a third-world
child who is in need of an education. Fourth, after reading the description of the child, the
millennial will be guided to a donation page to help build schools for children in third-world
countries.
Online Web Banner
Vertical Rectangle 200x 400 px
Promotional Advertising Period : January 2014 – March 2014
Online Publication
(Young Adult Magazine)
(Young Adult Magazine)
Measure of Evaluation-
Pay Per Click (PPC): Monthly of 1000 clicks
Pay Per Click (PPC): Monthly of 1000 clicks
Final price for Media Placement: Monthly $4,732
January- $4,732
February- $4,732
March- $4,732
January- $4,732
February- $4,732
March- $4,732
Total price after three month promotional campaign- $14,196.00
