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Business Education Brief - Know Idea

 
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PostPosted: Mon May 11, 2009 8:10 am    Post subject: Business Education Brief - Know Idea Reply with quote

Know Idea Business Education Brief
Client: Know Idea
Date: May 4, 2009

CLIENT

Client Description:
Know Idea is a not-for-profit education organization that employs cross-functional curriculum as well as experiential and discussion-based teaching methods to create authentic education programs. (www.knowideainc.org)

Vision:
Metaphorically, Know Idea aspires to be the Jon Stewart of Education. In general, young men and women, let alone adults, have little to no interest in politics nor in the pundits and newscasters that covers the political arena. Jon Stewart has turned the tradiytional model on it’s head. Despite being on at 11 PM on a weekday night on a Comedy Channel, young men and women flock to The Jon Stewart Show and garner an enormous amount of knowledge from the show. Jon Stewart’s primary skill set being his abilities to “cut to the truth” and to package the truth in a manner that is extremely humorous. In other words, Jon Stewart is extremely consumer-centric.

Know Idea would like to do the same but, not with relation to politics, but with relation to education. Know Idea wants to provide a quality education to their students while “speakingthe language” of their students.

Advertisement Goal:
Build Awareness of Know Idea and the Know Idea Business Education Program. We still need to create concrete numbers and metrics in order to deem whether or campaign was a success.

BUSINESS

Product Description:
Know Idea Business Education is a hands-on advertising, marketing and business education program that is also an effective and efficient school fundraiser. Know Idea Business Education educates students about advertising, marketing and business. Our philosophy as educators is that students learn more by actively taking part in a business than listening to us talk about business. Thus, our students don't study advertising, marketing and business. Our students actively participate within a, so to speak, marketing and advertising agency. Our students are not students. Our students are "employees". The students are engaged within an education program that allows them to work within a team in order to maximize discussions and learning from each other as well as work independently in order to maximize personal autonomy and creativity. The Know Idea Buisness Education program is a unique educational program that will give the students within your school an authentic education with relation to advertising, marketing and business that will serve them well as students and, when they enter into their eventual career, as professionals.

One more thing. 50% of all profits from the work we do is donated to the student's school.

Business Analysis:
Market Trends show that students are open to being educated online. Online education is a rapidly growing industry. With this said, few, if any online education companies are taking a less-traditional approach to education. The vast majority of online education websites provide a “PowerPoint education” coupled with a multiple choice test. As a consequence, KIBE has numerous competitors but limited direct competition.

The key opportunity for KIBE is being able to capture the minds and hearts of young men and women. Young men and women flock to the entertainment of the Internet in enormous numbers. If KIBE can provide an education that is both smart and entertaining, KIBE should have a strong consumer base. The key threat is that young men and women quickly and easily vote with their feet. If the young men and women are grabbed by KIBE’s content, KIBE will accomplish little if anything. The schools will help by pushing the young men and women to take part in our (fundraising) program. None the less, getting the minds and hearts of the students will be critical.

Currently, KIBE has done no marketing and, as a consequence, has no real brand equity. Know Idea as an organization has done an extremely limited amount of marketing and, for all intents and purposes, also has no real brand equity.

Consumer Information:
The users of the Know Idea Business Education program will be tweens, teens and college students. Initially, we’ll be targeting teens. i.e. High school students.

Brand’s Unique Selling Proposition:
The USP of KIBE is an engaging and effective educational program that is also an effective fundraiser. KIBE is a program that benefits the schools, the kids and the sponsor.

Strategic and Tactical Plan:
The service we provide is accessible online and is 100% cost-free for the schools and students. All advertising will be done online though we’re open to non-traditional campaigns. We also think PR will play a major role in our marketing mix. While there is a Business-to-Consumer as well as a Business-to-Business aspect to KIBE, we’ll be focusing on the B-to-C aspect in our campaign.

CAMPAIGN

Favorite Campaigns:
Pepsi: http://www.hulu.com/superbowl/55614/super-bowl-xliii-ads-pepsi-refresh-anthem.
Gatorade: http://www.hulu.com/superbowl/55621/super-bowl-xliii-ads-gatorade-tiger.

Restrictions:
We need to be sensitive to the age and sensibilities of these young men and women. i.e. We want to speak their language but we cannot offend their parents, teachers, schools, etc.


Last edited by admin on Mon May 11, 2009 11:00 am; edited 1 time in total
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admin
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Joined: 24 Apr 2007
Posts: 3475
Location: Baltimore, MD

PostPosted: Mon May 11, 2009 10:57 am    Post subject: Know Idea Marketing Campaign Reply with quote

Know Idea Marketing Campaign

Grassroots
Down-to-Earth

Engage and Educate

Entertain with "Smarts", Not with "Candy"
Speak their Language
Don't Insult their Intelligence
Authentic Education

Smarts
Connections between Academic Disciplines
Connections between Academia and the Real World
Anti-Superficial
Not-Left, Not-Right, but the Truth. A Helicopter Perspective
Finding Light in Darkness
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