I m Possible GED 2013 Marketing Campaign Overview March 8, 2013

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1 I m Possible GED 2013 Marketing Campaign Overview March 8, 2013 Situation: The GED testing program requirements and testing will change in 2014 to a completely new program. The current testers need to complete the testing now in 2013 or they will need to start over. We want to encourage testers and new, potential applicants to get their GED now. A public awareness campaign has been developed for ABE centers, GED testing locations, schools and other applicable agencies to use the materials in their area to encourage GED testing completion. Campaign Theme: I m Possible. The campaign theme is: I m Possible. The message and materials are based on featuring the possibilities for the future with GED which are represented with recognizable icons of career paths. We want to encourage testers to complete or start their GED testing before the end of 2013 communicating a sense of urgency to complete the test while also creating interest for more possibilities in their future with a GED. The message is supported with an icon: GED Marketing Tool Kit Elements - Posters / Flyers - Text Messaging Options - Robo messages - Postcards - Facebook & Social Media Image and Text Posting - Headers for html s - Verbiage - Video - Website Pages For the marketing materials, there is a combination of print and electronic options. With the print options, there is space allotted on the bottom front to include your location information and logos. Target Markets for GED Awareness - Public Schools - Workforce Centers - Learning Centers - Social Services - Libraries - DMV or other relevant government offices for posters - Community/technical colleges - Prisons/jails - Non-profit organizations

2 Adding Your Location Information To add logos and information on the materials, the ideal would be the ability to utilize: Adobe Creative Suite or (Illustrator, Photoshop, InDesign, or Acrobat Pro) but it is possible with Abode Reader. Here is a link to a youtube video that walks you through the process of placing graphics using Acrobat: File Formats The Campaign Marketing Toolkit materials have been included in different file formats for use to fit the needs of the situation. File formats available: PDF, JPEG and PNG. The Logos and QR code are also available in EPS format. Contact to request.eps files. The PDF is often the most universal and suitable file format for common software applications, office printing and sending artwork to external print vendors. Lower resolution raster JPEG and PNG files with transparent backgrounds (no white box) are also provided for placement of artwork into other software programs and for use on websites, social media, and blasts. Vector EPS and PDF files are recommended for any scalable logo or graphic application without the loss of image quality. Posters/Flyers There are 7 versions of the poster. They all contain the same information but there are different images showing a variety of ethnicities to fit different locations around the state. There is a QR located on the poster for people to scan that will lead them directly to the learner website page that will include additional GED information and the video. The posters are 8 ½ x 11 and then can be placed in any location. Office bulletin boards, Student news areas, bathrooms, public information areas, High school guidance area, ABE centers, GED Testing locations, etc. They can also be printed out and used as flyers for inserts or as handouts.

3 Each individual location can add their logos and contact information at the bottom of the posters in the white area to the right of the QR code. Text Messages A document has been included with several text messaging options that be used during the campaign. Messages can be repeated but only repeat the same message in a rotation with other messages. Robo Messages There are two messages for Robo calling. These can be used as needed for messaging out to students. The messages could also be used for small articles in newsletters or websites or as public service announcements with local radio or TV stations. Postcards: There are three versions of postcards. The postcards can be used for mailings out to partial completers from GED testing locations letting them know they should finish their testing. They can also be used for general mailings based on the students from ABE centers and other locations. The QR code is included on all the postcards. Mailings to GED partial completers, prospective GED students, ABE students, and other candidates. Also, the covers of the postcards could also be used as small ads in printed newsletters, local newspapers or small handouts in relevant public settings.

4 The back of the postcard has two versions. One version is shorter to allow for personal messages to be written on the postcard if needed. Each individual location can add their logos and contact information at the bottom of the posters in the white area to the right of the QR code. One option provides additional room for personal notes. Social Media In the marketing tool kit, we have included some I m Possible jpeg images that can be posted to your social media pages: Facebook, Twitter and LinkedIn or other venues. You could also use the images to post to local media sources (newspaper, radio station, TV station Facebook pages) if it will allow you to post images. There is also a page of text postings that can used in addition to the visual images postings. You can include the learner webpage link as well for more information: The video is also another great option to include in all social media activity. We encourage programs to post a message regarding the GED 2013 a minimum of once a week and once a day at the most. Campaigns There are two options included. It includes an Header as a jpeg that can used for html campaigns. The Header jpegs can also be used for Facebook cover photos or as a posting, as an image in an electronic newsletter, on a website or where ever a jpeg would be used and is relevant to creating awareness for the campaign.

5 The text for the has also been included with two versions of copywriting text: - Version 1: Learners and testers - Version 2: Educators and other Location to communicate to their teams I m Possible Video A video can been created targeting the GED student and tester to communicate they are POSSIBLE. A future of possibilities are ahead of them when they take their GED. They should take the test now! The video will be included on the website. It will also be seen through the QR code. The video can be used on individual location webpages, social media pages, school websites, in s and submitted to local TV stations as a public service announcement. Campaign Website The Literacy Action Network will host a few pages on their website for the I m Possible GED campaign. A tab will found on the main page of Literacy Action Network website. Under the tab there will be a page that directs GED programs to page that will contain the Marketing Campaign Toolkit. There will also be a page that leads learners to get more information on the GED 2013 program. This main page is found at: GED Programs Resource This page will contain all the Marketing Toolkit materials for usage by the different locations around the state. The website address directly to the Market Toolkit at: Learner Information This webpage will contain the following information and is also the link directly from the QR code. It can also be accessed directly by this website address: - Video - Information about GED 2013 and why to take the test now - GED Testing Centers List Campaign Logos We have also included the I m Possible campaign logos in the tool kit for your use.

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