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CAMPAIGN PROPOSAL

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TABLE OF CONTENTS


Mission Statement Background Our Goals Campaign Schedule Brand Identity Logo Typography Color Palette Business System Envelope Letterhead Business Cards Promotional Materials Budget

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MISSION STATEMENT

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What is Ignite? Ignite is an awareness campaign aimed at preparing high school students for early professionalism by giving them valuable exposure to a wider range of career paths and helping them develop basic professional skills. We will begin by targeting East Bay Area high schools, eventually becoming national and, with increased successes, international. We want to erase stigmas surrounding certain careers and focus on student interest to give them valuable information and guidance as they navigate their way through life after high school and through higher education.

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BACKGROUND

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Currently many American public high schools focus mainly on preparing students for the standardized tests required on college applications, such as the SAT and ACT, instead of providing them with more relevant guidance concerning their actual futures. Many high school students graduate without the opportunity to explore their interests, in addition to not knowing what they want to do career-wise. To elaborate, up to 50% of American students enter college as “undecided” or “undeclared,” while at least 75% change their major at least once before graduating. If we expose high school students to various career paths at an earlier stage, we may be able to help students get a better start in their careers while wasting less time and valuable tuition money exploring different majors and disciplines. Through our campaign, we wish to not only show high school students the many choices they have, but also encourage them to take an extra step to pursue their dreams.

In contrast to the American education system, in Taiwan, middle school students are required take national exams to test into high school. They are grouped into three categories: Group I & Group 2: liberal arts, and Group III: science based students. Within a more specialized education structure, Taiwanese students are able to explore their fields in much more depth. Though this model has been proven to be successful for students who continue on with their selected field, its rigidity is a factor that has created difficulty for other students: for those who realize too late that they wish to pursue another field, it can be extremely difficult to switch into another discipline.

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OUR GOALS

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Objective

Message

Our objective is to create an awareness campaign to expose high school students to various career paths at an earlier stage and prepare them for early professionalism outside of standardized testing. We want to help students realize that they should not be constrained to a certain path set up for them by our current education system and that they should instead carefully choose their futures after having the opportunity to fully learn about the various paths they can take.

“Explore the career choices you have and take the necessary steps to follow your dream and journey into the unknown.�

Audience We are targeting high school students grade 9-12, all genders, in middle-class Bay Area districts such as Fremont or San Ramon with an annual family income of $75,000~$150,000.

Needs Many high school students are unsure about their futures, other than the fact that a college education is necessary for almost any career. Once in college, they are once again unsure as to what major would best suit them, let alone whether college is even the best option for them. Our team aims to expose these high school students to the variety of paths they can take after high school. Along with helping them set up and consider different career paths, we will be helping them build professional skills such as networking, interviewing, resume writing, etc. that many students do not learn through the current public education system. education system.

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CAMPAIGN SCHEDULE

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Initial Seminars Fall 2018 (targeted at East Bay Area): Introduce Ignite and gauge student interest.

Panelists Fall–Winter 2018 Invite professionals to speak at seminars and workshops and give students one-on-one advice.

Career Fair Workshops April 2019 Host workshops on resume building and interview tips. Help students learn the basics of job applications.

Expand Ignite 2025 Bring Ignite to schools throughout California and eventually the entire U.S. Gain insight on student perspective in different locations.

Distribute promotional items to all students who attend the workshops and seminars. (items include pins, stickers, t-shirts, drawstring bags, and more).

Invite panelists/speakers according to student interest (students will be given opportunities to vote on and request individuals from specific companies or careers).

Invite volunteer recruiters and college students to give students accurate information and advice. Establish skeletons of resumes and practice elevator pitches.

Discuss new strategy and tailor programs based on student interest in a specific state, city, or region. Make changes to programs depending on cultural and financial factors.

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BRAND IDENTITY

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Logo

The Ignite logo uses Quicksand Light with slight modifications. Since this logo is geared toward high school students, the logo must be inspiring and encourage critical thinking for a younger audience. By incorporating the light bulb motif within the G, it creates a minimal and modern aesthetic. Since the word ignite means literally to catch fire or cause fire, there is a warm yellow-orange gradient incorporated within the logo and tag line. The tag line “create your future� further informs audiences on the purpose and goals of our campaign.

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Dimensions

Icons Color

x

x

x

Reverse 1in

The tagline “Create Your Future� is omitted when the logo is scaled down to 1 inch.

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Variations Color

Reverse

Grayscale

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Typography

Headers

Logo Type

Quicksand Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Roboto Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Body

Roboto Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Muli SemiBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Muli Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Muli Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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Color Palette

#FFC91B R: 255 G: 201 B: 27 C: 0 M: 21 Y: 96 K: 0

#FFC91B –> #F47B35

#F47B35 R: 244 G: 123 B: 54 C: 0 M: 64 Y: 88 K: 0

#221F1F R: 34 G: 31 B: 32 C: 70 M: 67 Y: 64 K: 74

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BUSINESS SYSTEM

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Envelope front 1 Shields Ave. Davis, CA 95616 123.456.7890

1 Shields Ave. Davis, CA 95616Ms. Emily Lin 123 Ave. Union City 123.456.7890 CA 94536

Ms. Emily Lin 123 Ave. Union City CA 94536

back

Logo - 2.25” x 0.5” Faded Bulb on interior All text - 11 pt font Muli Light Name - Roboto 11pt font, ‘Cofounder’ - Roboto Light 10pt font

Logo - 2.25” x 0.5” Faded Bulb on interior All text - 11 pt font Muli Light Name - Roboto 11pt font, ‘Cofounder’ - Roboto Light 10pt font

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Letterhead front

CREATE YOUR FUTURE

back

www.ignite.com 123.456.7890 | info@ignite.com 1 Shields Ave. Davis, CA 95616

02.16.2018 Ms. Emily Lin 123 Ave. Union City CA 94536

To Whom It May Concern, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Best,

Kaela Han

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Business Card back v1

KAELA HAN COFOUNDER

front 123.456.7890 info@ignite.com www.ignite.com 1 Shields Ave. Davis, CA 95616

back v2

KAELA HAN COFOUNDER

123.456.7890 info@ignite.com www.ignite.com 1 Shields Ave.Jose, Davis, XYZ Ave. San CACA 95616

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PROMOTIONAL MATERIALS

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Budget *per cycle

Deliverable

Quantity

Price

Print Billboard Ad Tri-Fold Brochure Poster 11” x 17” Retractable Banner Flyer 4”x 6”

1 250 10 5 250

$ 5,000.00 /month 89.99 $ 73.49 $ $ 412.49 41.24 $

Swag Sticker 2.5” x 6” Button 2.25” Snapback Hat T-shirt Drawstring Bag Pen

200 250 200 250 250 200

$ 191.99 $ 350.00 $ 6,000.00 $ 2,500.00 $ 1,250.00 $ 352.00

Digital Snapchat Geofilter Website

1 1

$ $

Total Print Swag Digital Total

$ 5,617.21 $ 10,643.99 $ 150.00 = $ 16,411.20

Ignite seminars will be sponsored by companies where the panelists come from. These companies can help us to introduce students to professionalism early on, and we can help promoting these companies to possible future employees.

10.00 /20,000 sq. ft. 10.00 /month

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Flyer

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Tri-Fold Brochure

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Poster

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Retractable Banner

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Editorial

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Billboard Ad

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Swag Items

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Website & Snaphcat Filter

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Ignite 1 Shields Ave. Davis, CA 95616 123.456.7890 info@ignite.com www.ignite.com

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