Part 1 Part 2 Part 3 Part 4 Part 5. Research Message & Brand Goals Inverted Pyramid Landing Page. Campaign objectives and desired outcomes

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1 COMPONENTS Submit finished document via Angel by 11:59pm (Pacific) Build awareness. Spark a movement. Support a nonprofit. Part 1 Part 2 Part 3 Part 4 Part 5 Research Message & Brand 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 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 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? What do you want to make your audience aware of about this issue? Do you want to inform or persuade? What are some of the statistics related to your public awareness? What solution would you implement to change the problems surrounding your public awareness campaign? The awareness campaign that I have decided to focus this project on is the build awareness as well as funds for the Theatrical Arts in Roanoke Virginia. Theatre allows children to express themselves in a safe environment and with their fellow peers. Theatre also can teach children skills in communication, time management and responsibility. I want to educate the audience about the positive skills and experiences that children can gain from participating in the arts. I also want to persuade the audience that the arts do matter and can employ life long skills for those who participate in them. The Roanoke area has 3 primary theatre organizations whose missions are to spread the art of theatre to the Roanoke community. Since 2008 the Roanoke Children s Theatre has reached 85,000 people. Many of these organizations are unheard of in the Roanoke Valley. It is my hope that with this campaign all of the Roanoke Valley and even outlining counties will notice the theatrical arts and begin to support them.

2 What organizations, business or individuals are working to change the problem and improve the issue? How do they approach their strategies? Give two examples. One way these organizations are working toward bringing awareness of their existence is simply by gaining sponsors. The Roanoke Children s Theatre sales 7 different kinds of sponsorship packages. These packages include logo placement on posters to marquee signs and complimentary tickets. Mill Mountain Theatre holds classes for high school students as well as younger and older students throughout the year. These classes help reinforce the skills and values that theatre experience can give children. How will knowledge about this campaign help your audience make a difference? What can they do to get more involved in the issue? What are some valid resources with interesting and accurate information about this cause? List three. Each theatre has their own website. These websites allow for patrons to find out more information about sponsorships as well s classes. The theaters also send out s to local businesses and place ads in newspapers to promote their cause. The biggest step in building awareness for these local theaters is by simply getting their names out their. Many people may think that theatre is just for those who have money, but there are many ways to get involved with theatre than just to see a show. By educating the public about volunteer opportunities within these theaters the Roanoke Valley will be able to see that theatre is for everyone and all you have to do is get involved. Mill Mountain Theatre Showtimers Roanoke Children s Theatre 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, Website url Organization or Movement Mill Mountain Theatre Local non-profit theatre Showtimes Local non-profit theatre All volunteer Roanoke Children s Theatre Local non-profit theatre Only children s theatre in Roanoke Valley index.html 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 layout, opinion piece)

3 [place jpegs of images in the grid below] Brand Platform Cause, Movement or Nonprofit logo or wordmark Campaign Fonts Header Subheader Body Copy

4 Key Words & Phrases Key Words 1-2 word bullet points that best illustrate the strengths of the cause, nonprofit or movement. Key Phrases 3-8 word short statements or tags that summarize the unique aspects of the cause, nonprofit or movement. 1) Children s Theatre 1) Theatrical performances for all ages 2) Theatre 2) Backstage experiences for children 3) Theatrical Arts 3) Lighting design classes 4) Non-profit 4) Theatre workshops on acting 5) Plays/Musicals 5) Children s Theatre Roanoke Valley Message Profile High level profile of nonprofit organization, cause or movement Name: Purpose: Affiliated events, initiatives, fundraisers Keep the Curtains Open To build awareness and funds for local non-profit theaters in the Roanoke Valley. These local theaters provide unique enriching experiences for young adults. Unwrap the Magic -Holiday fund drive to help raise funds for Roanoke Children s Theatre Mill Mountain Theatre High School Acting Class - This class focuses on teaching students valuable acting skills for both ensemble casts and smaller casts. Digital assets of main organization, cause or movement (if applicable) [web and social media presence] Promotional assets [current visibility advertising, PR, awareness] Web url: Facebook url: Twitter url: Other How is the cause, The Roanoke Children s Theatre promotes the arts nonprofit organization or in the Roanoke Valley by using social media tools movement currently as well as sponsorships. The Facebook page promoted? What currently has over 2,000 likes. This is a great way to marketing tools and outreach is currently used? market new and upcoming performances as well as volunteer and audition opportunities. Another way in which the Roanoke Children s Theatre helps promote the arts is by selling sponsorship packages. These packages do not only fund their events and theatre, but also can be a leading force in spreading the word about the theatre. By teaming up with local businesses and organizations the mutual relationship can help build strong foundations between locals.

5 Core audience Core target market(s) Main messages [tag lines, popular affiliated phrases] Core Strengths Who are the people who will help meet the organization s objectives or aid in raising awareness? What is the organization or cause geographic reach? What areas do they focus on for promotion and outreach? What is the primary mission and vision of the organization? What unique attributes does this cause, organization or movement have that most appeals to supporters? The audience members that will help meet the organizations objectives are parents as well as local business owners. Since the Roanoke Children s Theatre is the only professional theatre for children it is essential that parents in the Roanoke Valley know about RCT and understand the enriching experiences that are available for their children. Local business owners are also very important because they provides the funds for the organization. The primary geographic reach for RCT is the Roanoke Valley. This also expands further to reach outlining counties such as Botetourt, Franklin, and Salem. During the summer the ensemble travels throughout the state. The main mission and vision for the Roanoke Children s Theatre is to provide fun and a lifelong experiences for children and their families. The Roanoke Children s Theatre is the only professional children s theatre in the Roanoke Valley. This will appeal to parents of smaller children. This also creates a safe environment for children to express themselves and enjoy the experiences that theatre has to offer them. Starting at RCT can prepare children for theatrical experiences at Mill Mountain Theatre, Showtimers, and secondary education theatre. 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, printing, pro bono services, etc.) Event volunteers and attendance Other? 1 Raising money (fundraising) 2 Increase public knowledge of cause or specific organization 3 Increase general engagement (volunteers, participation in programs, attendance at events)

6 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- To rase $10, 000 for RCT 2- Increase volunteers by 10% 3- Increase patron attendance by 15% PART 4: INVERTED PYRAMID Campaign Title Keep the Curtains Open Who Overview of the cause There are three main theatres in the Roanoke Valley. These theatres provide educational experiences as well as hands on experiences to all ages. This experience can help youths take away lifelong values and skills. What Where When Why How What makes the cause unique and important What region do you want to focus on for your cause? Use compelling argument or statistic to help establish a sense of urgency Why is this cause important? Why should people care? How will [donations, engagement, volunteering] make a difference for this cause? What makes this cause unique and important is that it can be free. Volunteering at these theaters will not only build character, but also resumes. In order to make sure that these theatres can stay open it is up to patrons to come see the show and also for the theatres to obtain sponsorships. The regions that will be the primary focus of this cause will be the Roanoke Valley. In addition to the Roanoke Valley outlining counties will also be looked at. The Roanoke Children s Theatre is a non-profit theatre that relies on the generous donations and sponsorships from local business and patrons. In the last 6 years RCT has been able to reach 85,000 people. These people could not have been reached without your support. This cause is important because the arts help build a well rounded foundation for youths as well as for all ages. Theatre does not always mean acting, but can involve directing, stage managing, critiquing and set design. All of these skills can be used in everyday life and in the professional world. Donations are how the RCT is able to stay open. This is the only professional children s theatre in Roanoke and it is important to keep the doors open so that all children have the capability and opportunity to participate. Volunteers help make these opportunities happen. If not for volunteers sets would not be loaded in nor constructed. Theatre is all about teamwork and RCT is no different.

7 Additional Info Closing Info More about the cause, its history, value, impact How people can learn more, help or get involved, attend, donate and engage? Promote link(s) to the organization or campaign. While the skills learned in the theatre are very important so are the stories that are told. Each play or musical has an underlining theme. These themes do not only make for great entertainment, but can also instill valuable morals to children. Theatre is an art of expression. Some plays are all about entertainment while some focus on real life issues. It is the stories that are told that will forever stay with those who are involved in a show. The best way to learn more about the Roanoke Children s Theatre, Mill Mountain Theatre, or Showtimers is to visit their websites or social media pages. All of these sources will have information about auditions, donating, and how you can get involved or come see a show. PART 5: LANDING PAGE Create a mock up of a single-layer landing page for your campaign. Required Elements Title Photo or related graphic Overview copy Related links Call to action (learn more, donate, volunteer, join mailing list, etc.) Other Notes 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

8 PART 6: SOCIAL MEDIA ENGAGEMENT Facebook post 1 [35-50 words + photo] Do you want to learn more about theatre? Interested in being on the stage or behind the scenes? Visit our website at to learn how you can become apart of Roanoke Children s Theatre today! Facebook Post 2 [35-50 words + photo] Calling all dancers! Do you love to dance? Tryouts for our upcoming musical Fancy Nancy will be January 3rd. auditions.html Twitter Post characters Help support Roanoke Children s Theatre today! Just $10 can go a long way in making a difference. #RCT #Unwrapthemagic Twitter Post characters Don t miss the last performance of Madeline s Christmas tonight! #RCT #MadelinesChristmas 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 words.

9 PART 8: ONLINE AD Audience Locations List of locations you would want the ad to appear on select audience profiles and searches Age [i.e , 25-30, or you can list multiple] Gender [i.e. male, female, all] All Interests Marital Status Job Status Education Level List 3 common hobbies or interests your audience would possess [i.e. 5k runs, philanthropy, volunteering, tri-athalons, fundraising, yoga, Zumba, working out] [i.e. married, single, dating, engaged, in a relationship, divorced, etc.] [student, employed full time, employed part time, volunteer, etc.] [high school, some college, college graduate, post-secondary, doctorate] Roanoke, Va Roanoke City, Va Vinton, Va Salem, Va Danville, Va Rocky Mount, VA 5-18 Volunteering Acting Construction (Design) Single Students Kindergarten - High School Facebook Ad

10 Keep the Curtains Open Interested in theatre? Join RCT and help spread theatre to the Roanoke Valley today! PART 9: HTML Create a mock up of an html for your campaign. Your 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 Headline (subheadline is optional) Body copy Photo and/or logo Contact information Call to action Other Notes Maintain consistency in brand for logo, fonts and color scheme Create your mock up using Photoshop, InDesign or other program Incorporate core messaging you established in earlier sections as part of your overall message

11 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. Hey have fun with it put it in a Prezi! Whatever your choice just be sure to cover the topics/questions below. What I thought I knew why this cause, organization, movement mattered to me -I choose this specific cause because I found that I didn t know much about the opportunities that were available to me as a child growing up in Roanoke, Va. Theatre was something that I didn t get involved in until college and the 4 years that I was able to participate in it were some of the best years and experiences that I have had. I really wanted to show in this plan that theatre is important and that many times word of mouth and now especially social media can be tremendous aids in ensuring that a community knows about these kinds of organizations. Growing up I always thought that theatre was expensive to be apart of. However, you can easily volunteer with organizations like RCT and gain those valuable experiences for free. What I sought to find out - What I wanted to learn while doing this project is just how non-profit theaters function and work. While I knew fundraising and donations were a big part of it I also wanted to learn more about the sponsorship packages that certain theatres offer. Just this week I received an at work from Showtimers asking for my work to become a sponsor. As I read the and looked at the packages I instantly became curious about how theatres managed to fundraise the necessary monies in order to stay open year after year. What I found out - While doing this project I learned that theatres have several different ways to help fund their organizations. Some

12 charge fees for classes while others fundraise throughout the year in order to provide free experiences for patrons. The sponsorship packages are a great help for theatres. The packages do not only help fund local theatres, but also help build community awareness and relations. Theatres are a community driven organization and it is clearly shown by their websites. What I learned that I didn t know before - What I learned that I didn t know before was the fact that Roanoke Children s Theatre is the only professional children s theatre in the Roanoke Valley. This theatre is solely dedicated to educating children about theatre and providing them the opportunities to excel in thetare. The organization even has winter break classes to keep children active during their breaks for schools. RCT also employs freelance costume designers and prop designers. This is an excellent way for those who love theatre and are not children to still be involved with the theatre. What I want to know more about knowing what I know now - This project has made me want to know more about how I personally can get involved with the RCT and other local theatres in Roanoke. Since graduation I have not done any theatre and I would love to be involved with some local shows. I am also interested in learning about how I can get involved with perhaps managing sponsorships with the local theatres. Perhaps creating an awareness campaign for each theatre and try to get the Roanoke Valley and outlining counties involved more heavily in the fine arts.