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Creative Plan
Communication Problem
After conducting a survey study to understand Legacy 166 presence in the community, we have discovered that the organization has a communication problem. Legacy
166 is unknown. The surveys revealed the following facts: 4.86 percent of the participants knew about Legacy 166, Rolling Reading was recognized eight percent, and Jazz &
Juice was known three percent. No one made the connection between Legacy 166 and its
programs, As every statistic is below 10 percent, we have concluded that Legacy 166 is
unknown and misleading. Thus, Legacy 166s communication problem is that it is not
making efficient contact efforts with the community through any platform.

Target Audience
Legacy 166s target audience varies across all ages, yet each group has different
purposes. The target audiences for Legacy 166 have been classified into for four different
classes: donors, volunteers, parents and children. The donors are adults ranging from 40
to 65 years old with capital power. The purpose of targeting donors is to persuade them to
give money to the organization. Volunteers are adults 25 years old and over. This class is
targeted to encourage them to devote their time and efforts to the organization. Parents

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within the 21 to 45 age range, who have kids in elementary and middle school, are targets
since they can enroll them in Legacy 166s programs. However, the parents must particularly be of low income. The other target audience is children from low income families,
enrolled in elementary or middle school ranging from ages 5 to 12.

Communication Challenge
What should our communication do?
Our communication efforts must educate the entire community to who Legacy 166
is and what it does to increase awareness. This means getting people to donate, volunteer,
get parents to enroll kids and kids to think the programs are cool. Our communications
quality efforts should let people know that Legacy 166 supports education, and more so
through the arts.

How will we do this?

In order to do this, we have come up with three ideas. First, we will deliver integrated messages in advertising, both traditional and digital, promotions, public relations
using the concept through the arts an strategic messages developed for each target market. Secondly, in order to connect with our target audience, we will create emotional
bonds through advertisements on social media, billboards, videos and advertisements. Finally, we will make strategic efforts to differentiating Legacy 166 from other programs

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aimed at at-risk children. All these ideas will help us raise awareness and connect with
our target audience in order to make Legacy 166 known.

What is the strategic idea?

The strategic idea is what makes Legacy 166 different from other programs helping at-risk children. We have decided to use a concept called Through the arts for our
campaign. To donors, we want this concept to encourage them to donate to keep kids in
school. In terms of parents, we want them to understand the reason why they should enroll their child, or children, in Legacy 166s programs. To volunteers, we want them to
understand the programs Legacy 166 offers. These programs need help to keep kids in
school, thus the reason they should volunteer. At last, we want children to grasp what the
programs are and to think it is cool to be in them.

How will we support this idea?

We will support this idea by creating a series of stories, facts, copy, photos and
videos that will connect people emotionally to Legacy 166. The stories from current
Legacy 166 participants will provide us with credibility. These stories can be portrayed in
videos and use the emotional appeal to develop photos. Facts and copy will be used in all

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ads and videos. Copy and facts allow for people to read, be impacted, moved and persuaded to contribute to Legacy 166.

What are the creative considerations?

The creative team has taken a few considerations into account. We have decided
that everything in the campaign must have the same look, feel, flavor in order for
viewers to immediately recognize Legacy 166. As we give all of our deliverables the
same look, feel, flavor, the campaign will build off each other with consistency being
the key. All of our ads and materials will follow the concept of through the arts plus the
emotional, or logical appeal attached to it.

What are the deliverables?

The deliverables are as follows:

Donor Ad(s) (print)

Volunteer Ad(s) (print)

Posters for Schools

Flyers for kids/parents

Parent education brochure

Website home page design; Facebook page design

Videos

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a. 4 minute video with Greg Cyprian telling the Legacy 166 story (Greg
will send 600 word story to Pat on Monday)
b. 1 minute edited video of Greg
c. 30-second Video/TV (using Dumas Wesley kids) aimed at volunteers &
donors
d. 60-second Video/TV (Dumas Wesley kids) aimed at volunteers &
donors
e. Video/TV script for Jazz & Juice
f.

Video/TV script for Instrument Buy-back Program

Audio
g. Two 30-second radio ads (donors & volunteers)
h. One 60-second radio ad (donors & volunteers)
i.

Radio script for Jazz & Juice

j.

Radio script for Instrument Buy-back Program

PR materials for events & specialties

Billboard