1. 1

2. Wecanbecausewe’re
KenwoodElementary
October16,2015
2

3. Goals Research Key Insight Promise
Creative Concept
& Executions
Media
Plans
3
Agenda
Conclusion

4. 4
2016
15%
June 2016
June 2015
20%
2017
20%
March 2017
March 2016
15%
GoalsforKenwoodElementary
June 2016
June 2015
Dec 2016
Dec 2015

5. 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
SupportiveEarners&Learners

6. 6
Parentstodayareuneasyabout
makingfamilydecisionsontheirown
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. 7
Parentstodayareuneasyabout
makingfamilydecisionsontheirown
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

8. TheUnit4schoolofchoicesystemoverwhelms
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

9. KeyInsight
Affluent 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)

10. Move beyond test
scores by showing what
Kenwood kids can do.
10
Promise
“Don’t underestimate
what these kids can do”
- Charles Schultz

11. CreativeConcept
Kenwood kids are
built to solve
problems that
parents can’t.
11

12. Creative
Executions

13. ImprovedOnlineBranding=GreaterReach
MediaRevamp
13

14. MakeitknowntotheCommunity
PressRelease
14

15. AlwaysShowWhatKenwoodisCapableOf
PortfolioWebsite15

16. PortfolioWebsite
MonthlyChallenges
16

17. Brochure
APieceofKenwood-Anytime,Anywhere
17

18. APieceofKenwood-Anytime,Anywhere
Brochure 18

19. MakingWithTheCommunity
GuerrillaMarketing 19

20. ReachingthePeopleWhoMattertheMost
20
DirectMail

21. 21

22. SharingthePowerofKenwood
School-of-ChoiceApp
22

23. ProvingthatKenwoodKidsMake
Behind-the-ScenesVideo 23

24. ProvingthatKenwoodKidsMake
Behind-the-ScenesVideo 24

25. Media
Plans

26. 26
ConsumerJourney
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. 27
ConsumerJourney
Kenwood School
Tours
Better Plan
Good Plan

28. BestPlan

29. BetterPlan

30. GoodPlan

31. Budget
Best
$2,263.08
31

32. Budget
Better
$873.08
32

33. Budget
Good
$508.08
33

35. knowtheIMPACT

36. knowtheIMPACT
SHAREthepower

37. knowtheIMPACT
SHAREthepower
ShowtheREALKenwood

38. knowtheIMPACT
SHAREthepower
ShowtheREALKenwood
“WeCanbecauseWe’reKenwood.”

39. ChristelBernardo
EllieHsieh
JaclynSchwartz
MarianneBellorín
RyanHamrick
Thankyou!

40. Appendix

41. BrandAssets

42. PortfolioWebsite

43. PortfolioWebsite

44. PortfolioWebsite

45. PortfolioWebsite

46. OtherRecommendations
22
● Partnership with Preschools
http://www.chambanamoms.com/2015/02/03/2015-champaign-urbana-area-preschool-guide/

47. OtherRecommendations
22
● Partnership with Preschools
● Better Online Reviews

48. OtherRecommendations
22
● Partnership with Preschools
● Better Online Reviews
● New Mission Statement

49. OtherRecommendations
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.

50. OtherRecommendations
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.)