Strong Women, Strong Girls Duquesne University. Project Proposal (JMA 260) Proposal submitted by: Caitlyn Braun. Duquesne University.

Transcription

1 Strong Women, Strong Girls Duquesne University Project Proposal (JMA 260) Proposal submitted by: Caitlyn Braun Duquesne University (1)

2 Table of Contents Executive summary 3 Description of topic 3 Description of need and needs analysis.. 3 Description of target audience 4 Description of creative strategy. 4 Description of project implementation 4 A. Phase I: Planning and Analysis B. Phase II: Design Phase C. Phase III: Prototype Phase D. Phase IV: Production Phase E. Phase V: Reproduction Sample Budget (2)

3 Executive Summary Strong Women, Strong Girls (SWSG) is a national organization that has chapters in Pittsburgh, including a chapter at Duquesne University. Through this project, the SWSG Duquesne chapter will be promoted on campus as well as make it recognized in the region and stand out within the national organization. The project will contain a web page for SWSG Duquesne, a video about the practices of mentors, graphics for the chapter and a print brochure for the organization. Through the use of these various types of media, the audience will learn detailed information about the organization and its goals and practices as well as what it means to be a mentor with the Duquesne chapter. SWSG at Duquesne will be promoted to potential mentors and to other students who would be willing to contribute financially. The audience will be inspired to participate as a mentor in the organization as well as donate the chapter. The campaign will work to introduce and promote SWSG to Duquesne students and faculty. Description of Topic The communication will focus mainly on mentoring at Duquesne but will also focus on SWSG as a national organization. SWSG was founded in Boston in Since then, it has moved to South Florida and Pittsburgh. Mentors in the organization are college women who volunteer their time each week to work with girls, grades 3-5, in at-risk schools to teach them about strong women in history that can teach a valuable life lesson. The mentors also work with the girls on life skills such as keeping active, staying healthy, problem solving and positive selfimage. Mentors undergo 16 hours of training each year to be eligible to mentor in the program. The overall goals of SWSG are to inspire young girls to be productive and positive members in society and to give them role models to learn from and to admire. The mentors work to give the girls a realistic goal of furthering their education and coming to college. At Duquesne, mentors are placed at a site where they will meet each week for the entire semester. Although the national SWSG organization has media capabilities, the Duquesne chapter does not. This communication campaign will help to spread the message about SWSG to the campus and to Pittsburgh. Needs Analysis The communication campaign for SWSG Duquesne is being created because currently the chapter does not have access or means to create it for themselves. The chapter does have an active Facebook page and flyers that are handed out to campus before mentor applications are due in the Fall and Spring semesters. However, the Facebook page does not provide enough information about the organization and its values, and the flyers are outdated and do not represent SWSG as well as it should be presented. Currently, only current mentors at Duquesne know about the chapter and what it does for local communities. With this campaign, more of campus will know about and be interested in SWSG. With more interest, the chapter can expand to work in even more local schools to reach more girls in need. Without the campaign, (3)

4 SWSG Duquesne will continue to work within their current means. But with the campaign, the chapter will continue to grow and expand its successes. Target Audience The target audience for this campaign will be college women at Duquesne interested in mentoring and adults who have a connection to Duquesne and are willing to donate to the program. This age range consists of years olds and 23 years and older. The target platform is web and brochure. The environment would be in a school computer lab or on a school computer. Another environment would be at activities fairs and information sessions for the brochures. The website will require an internet connection that will need to be able to support images and video. If the audience does not have broad internet capabilities, the main information will be supplied in text on the page. The central message of SWSG Duquesne can be understood without the addition of the images and video. The page will be easy to navigate and have simple selection buttons that lead the audience around the page. The information will be presented in a way that allows for audience members of all ages to understand. The brochure medium will also be geared towards audiences of all ages. The information will spaced out in a way that follows the time line of SWSG and its progress in Pittsburgh as well as the mission at Duquesne. The brochure will not require a web connection or any special tools to be used and understood which allows for any audience to have access to it. Creative Strategy Overall, the look and feel of the campaign will be inviting and inspiring to the target audiences. Because the colors of SWSG are pink, black and gray, these will be the colors that are the main focus of the campaign on the web page and in the brochure. Images of girls in mentoring and in mentoring meetings will be included in the site to provide context for the information. The information about SWSG and its impact will be presented in a way that is not only easy to understand but also inspires college women to mentor and adults to donate to the organization s efforts. On the website the important statistics and facts about SWSG will be highlighted with bright and noticeable colors. Because the campaign is specifically about Duquesne, facts about Duquesne s mentors and their stories will be included to personalize the web page and brochure. The goal of the campaign is to appear inviting and inspirational to audiences. They will be drawn in by the personal stories and intrigued to continue reading because of the accented words and phrases. Project Implementation For the communication campaign, I realize that you may not know how long it will take you to create the logo, flyer/brochure, commercials, and Web site. As a result, give an estimate of how much time these development efforts will take (4)

5 Phase I is the planning and analysis phase of the project. This phase is where we determine the information that will be included on both the webpage and the brochure. This phase will take approximately two weeks. Here we will meet several times to discuss the details of the campaign and to make sure that both of our visions consistent. Phase II is the design phase. Here, we will work together to create the perfect color scheme and layout that fits SWSG Duquesne. We want to make sure that the design is consistent with the goals to reach the target audience. The design should reflect the values of the organization and convey a clear message to the audience. This phase will take approximately one month to perfect the design. Phase III is the prototype phase. During this part of the process we produce a prototype or a sample of the final communication campaign. Here, we will combine the information gathered in phase I and the design of phase II into a cohesive web page and brochure. We will be working closely for approximately one and a half months. It will take several drafts and adjustments, so expect this process to be somewhat tedious. In order to achieve the most effective prototype, it will take time and communication. After the prototype is created, we will show it to potential audience members and gauge their reaction to the design and content with surveys. This will help us to determine what to keep and what to eliminate in the final draft. Phase IV is the production phase. In this phase we will use the information from the prototype phase to create our final draft of the webpage and the brochure. This part of the campaign will take approximately 3 weeks. We will continue to edit the drafts so that we can create the best possible final draft that embodies SWSG Duquesne s ideals and vision for the campaign. The final phase is the reproduction phase. With the final draft completed in phase IV, we will be able to recreate the design for mass production and consumption. This phase will be continuous for the length of the campaign. We will need to produce copies of the brochure for all SWSG events. Also, we will need to continually update the web page with chapter events and any new information about SWSG. The reproduction phase is important to retain audience members. It is critical to keep information up to date so that the campaign remains effective. Over this period of time, the campaign will be completed and will be effective for the goals of SWSG Duquesne. Budget Tasks: Time: Cost: Logo planning 2 hours $150 Logo development 5 hours $375 Flyer planning 3 hours $225 Flyer development 6 hours $450 Website planning 4 hours $300 Website development 12 hours $900 TOTAL 32 hours $2, (5)