TO: Erica Rust
FROM: Brooke McMahon
SUBJECT: The Raining Season Awareness Promotional Poster and Pamphlet Campaign
DATE: October 11th, 2011
Thank you for giving me the opportunity to offer some recommendations for a poster and pamphlet campaign to help raise awareness for The Raining Season Organization. The following is a summary of the objectives for this project.
1. BACKGROUND: The Raining Season is a non-for-profit organization whose mission it is to provide a hopeful future to orphaned children and impoverished families in Sierra Leone, West Africa through meeting basic necessities that include: Housing, Nourishment, Education, and Small Business Grants. To meet each of these necessities, donations and monthly sponsorships of a child are set up on the organization’s website. The name “The Raining Season” came from one of Sierra Leone’s two seasons which are: their dry season and their raining season. The raining season in Sierra Leone is a constant struggle for its people, making roads impassable, labor jobs difficult, and disease is rampant due to stagnant waters. The name “The Raining season” has even more significance to it in that it is the goal of all who support this cause to “Help Hope Rain Down” on the children and families that deserve a chance to reach their dreams.
2. TARGET AUDIENCE: The main target audiences for which this campaign hopes to raise awareness with are the student bodies of both the University of Illinois at Urbana – Champaign and Parkland Community College with ages ranging between 18-24 years old, male and female.
3. CHARACTER OF THE ADVERTISING CAMPAIGN: The overall goal of this campaign would be to appeal to the target audiences through both information processing and information seeking messages targeted toward the audiences need appeals (emotional, rational, social and personal), schema appeals, and psychographic appeals. The main copy platform for the posters and pamphlets will apply these appeal throughout the messages by containing information about the organization as well as how the audience members can help do their part for the organization, including contact information for both offices and the organization’s website. The visualization factors used in these messages will be pictures of The Raining Season orphans as well as the pictures capturing the landscape and the reality of how bad off these people are.
4. APPLICATION: This poster and pamphlet campaign will be posted throughout the various building on both campuses, as well as businesses throughout the community located in the areas surrounding the campuses to maximize the viewership of the students.
If there are any questions please feel free to email me at bmcmahon1@parkland.edu
Thank you again for this opportunity and we look forward to presenting out design proposals for the campaign within the next week.
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