1

We can because we’re

Kenwood ElementaryOctober 16, 2015

2

Goals Research Key Insight Promise

Creative Concept & Executions

Media Plans

3

Agenda

Conclusion

4

20

16

15%

June 2016

June 2015

20%

20

17

20%

March 2017

March 2016

15%

Goals for Kenwood Elementary

June 2016

June 2015

Dec 2016

Dec 2015

THE KENWOOD FAMILY

5

30-35 Y.O.

Bachelor Degree +

Live 1.5 Miles South of Kenwood Elementary

Income $75k+

Makers At Heart

Support sustainable businesses

Active with the family

Prefer fixer-uppers on tree-lined streets

Comfortable tinkering with tech

By the Numbers

Supportive Earners & Learners

6

Parents today are uneasy about making family decisions on their own

59% Online

Reviews

57% Social Media

43% Brand

Websites

“If the schools have low rankings and scores in real estate sites like zillow.com, I stay away from that area.

- Professor at UIUC

THE KENWOOD FAMILY

*Of parents age 30-35

7

Parents today are uneasy about making family decisions on their own

THE KENWOOD FAMILY

*Of parents age 30-35

63% Of young families make decisions

with the kid’s opinion in mind

79% Word of Mouth

“My daughter’s preschool teacher gave us a heads up on which schools to choose.”

- Current Kenwood Parent

Look at the test scores-like it or not”

- Parent post from Chambana Moms

The Unit 4 school of choice system overwhelms

8

“Yes, I feel a little like I am at war, mostly with myself, the end goal being to conquer the fear that I may choose the “wrong” school for my children.”

Erin Tarr

(Chambanamoms)

“We went to the Family Information Center and when my wife came out of talking with them she was so mad and disappointed she said we were never going to Unit 4 Schools.”

Mark Wolters

University Of Illinois Professor

Key InsightAffluent parents

tend to overvalue test scores

because the Champaign school

choice system is a confusing

process.

9

“I chose schools based on two items: (1) test scores (school report card) and (2) the “feeling” my husband, daughter, and I got when touring each school.”

Mother of Incoming Kindergartener (Charles Schultz Blog)

Move beyond test

scores by showing what

Kenwood kids can do.

10

Promise

“Don’t underestimate

what these kids can do”

- Charles Schultz

Creative Concept

Kenwood kids are

built to solve

problems that

parents can’t.

11

Creative Executions

Improved Online Branding = Greater Reach

Media Revamp13

Make it known to the Community

Press Release14

Always Show What Kenwood is Capable Of

Portfolio Website15

Portfolio Website

Monthly Challenges16

Brochure

A Piece of Kenwood - Anytime, Anywhere

17

A Piece of Kenwood - Anytime, Anywhere

Brochure18

Making With The Community

Guerrilla Marketing19

Reaching the People Who Matter the Most

20

Direct Mail

21

Sharing the Power of Kenwood

School-of-Choice App22

Proving that Kenwood Kids Make

Behind-the-Scenes Video23

Proving that Kenwood Kids Make

Behind-the-Scenes Video24

MediaPlans

26

Consumer Journey

Press Release

School-Choice APP &

Behind-the- Scenes Video

Social Media

Kenwood School Tours

Guerilla Marketing

Portfolio Website

Direct Mail

Better Plan

Good Plan

27

Consumer Journey

Kenwood School Tours

Better Plan

Good Plan

Best Plan

Better Plan

Good Plan

BudgetBest

$2,263.08

31

BudgetBetter

$873.08

32

BudgetGood

$508.08

33

know the IMPACT

know the IMPACTSHARE the power

know the IMPACTSHARE the power

Show the REAL Kenwood

know the IMPACTSHARE the power

Show the REAL Kenwood

“We Can because We’re Kenwood.”

Christel Bernardo Ellie Hsieh

Jaclyn SchwartzMarianne Bellorín

Ryan Hamrick

Thank you!

Appendix

Brand Assets

Portfolio Website

Portfolio Website

Portfolio Website

Portfolio Website

Other Recommendations

22

● Partnership with Preschools

http://www.chambanamoms.com/2015/02/03/2015-champaign-urbana-area-preschool-guide/

Other Recommendations

22

● Partnership with Preschools● Better Online Reviews

Other Recommendations

22

● Partnership with Preschools● Better Online Reviews● New Mission Statement

Other Recommendations

22

● Partnership with Preschools● Better Online Reviews● New Mission Statement● Speaker at Tech Festival (Pygmalion)

○ Pygmalion is a music festival that occurs in Champaign-Urbana in September that also features a tech festival where startups and people in the digital and technology industry speak about new, innovative ideas. We recommend having Todd Lash speak at the Pygmalion Tech Talk 2016 about computational thinking in education. This will allow more publicity about Kenwood and could lead to more future partnerships and great brand image in the community.

Other Recommendations

22

● Partnership with Preschools● Better Online Reviews● New Mission Statement● Speaker at Tech Festival (Pygmalion)● Partnership with Neutral Cycle

○ Another partnership we recommend pursuing is with Neutral Cycle to create workshops for the community where they do Makerspace activities with bicycle parts. They also have a Design Studio, where Kenwood can partner with them (with a fee) in terms of creating marketing materials (video, print, press releases, etc.)