TLS Marketing Campaign Guidebook

Trinity Lutheran School 1
Bow & Arrow
University of Florida
Campaigns Book

2 Bow & Arrow
Book published by Blurb
San Fransisco, CA
Trinity Lutheran School
Campaigns 2014
Presented by: Bow & Arrow

OUR PHILOSOPHY
THE ARSENAL
EXECUTIVE SUMMARY
RESEARCH
Situation Analysis
Primary Research
Secondary Research
SWOT
MARKETING PLAN
Integrated Marketing Campaign
CREATIVE
Logo
Print
Radio
Newsletter
MEDIA PLAN
Budget
PLAN EVALUATION
APPENDIX
WORKS CITED
CLOSING STATEMENTS
5
6
9
13
14
36
44
49
53
60
65
68
70
74
76
79
82
85
89
98
101

OUR PHILOSOPHY
Throughout time, the bow and arrow has been one of the most successful weapons in history.
Although it is one of the most commonly used tools, it is also one of the most beautiful. The arc
of the bow paired with the clean, crisp lines of the arrow creates a strong composition with a
definite purpose.
Here at Bow & Arrow, we strive to give life to those artistic qualities this amazing tool creates.
Made up of seven driven professionals, our agency boasts steadfast values while working well
together to communicate the most compelling ideas possible.
Our team focuses on tying in the flexibility and durability of the bow and arrow into our own
work ethic. Just like this innovative weapon, we aim to create durable pieces by adjusting
with each small detail our environment provides us. Like nocking an arrow, each challenge we
receive prepares us for the ultimate release of energy through a path of creativity and clarity.
Overall, our goal is to work in unison with our clients to create the best marketing and
advertising pieces possible in today’s environment. No matter what the scenario, our target is
to be the enduring piece that the bow and arrow has been throughout the ages.

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THE ARSENALTo me, there’s nothing better than exploring
something new; the thrill is half the fun. SCUBA
diving is my vice, silver gelatin photography
soothes me and my French bulldog, Nugget, is
my sidekick. I find inspiration in the smallest
details and hope to travel the world one day.
A Miami native, my life has always consisted of
music, the beach, a big family and laughter. I
originally considered majoring in Music when I
began college, but I soon found a love for
advertising and excitement for a career in it.
Fun Fact: I was Charlie Brown in a school play.
My passion is in fashion and
marketing. I’ve modeled in Olivier
Green’s fashion show, a contestants
on Project Runway. I would be interested
in any field involving Public Relations,
Advertising or Marketing within the fashion
industry. I plan to move to New York City
this summer to pursue a career in fashion
marketing, whether that be with a magazine,
a designer or a firm.
Carolina Fernandez
Copyrighter & Marketing Coordinator
Ellen Leung
Team Leader and Media Planner
Kristin Bartlett
Creative Designer

From an early age, I enjoyed drawing with
my brother, entering coloring contests and
making elaborate school projects. It was this
interest in creative thinking and the arts
that first attracted me to study advertising.
Over the years, I’ve studied hard, pulled the
necessary all-nighters and racked my brain for
inspiration; all for the day I graduate.
Fueled by coffee, pasta and my attention to
detail, I have grown as a graphic designer in my
time here at the University of Florida. I’ve spent
my last semester balancing class, my Graphic
Design internship at Liquid Creative and my
managerial position at Plato’s Closet. After
graduation, I plan to move out West to Colorado
and explore Boulder’s love for nature and design.
I’m an island girl from Haiti moving to
Portland, Oregon after graduation in May to
intern at Wieden+Kennedy in the account
management department. Jumping from
coast to coast, my next stop is Chicago, IL to
pursue a master’s degree at Loyola University.
My past, current and future endeavors have
shaped me as an ad-lover, world-traveler,
tea-drinker and hard-worker.
Justin Palyswiat
Research and Promotions Coordinator
Gabriela Ramos
Creative Designer
Anissa Nadal
Research and Promotions Coordinator
Southern boy preparing for life in the north.
I grew up in a family of seven - competition
was our middle names. I stay up late, I crave
key lime pie and I live at the gym. I’m going to
rule the world.
Brandon Levoy
Interactive Media Coordinator

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At Bow & Arrow Advertising, we strive to
provide you with the most competent and
compelling campaigns that are best fitting to
solve your marketing and advertising
problems. We are here to pinpoint the issue
and to think of creative and effective solutions
in order to give you the best possible results for
your brand.

in school. The main part of the campaign
will emphasize the children and its family-
orientation within the community. This will
ensure that these values trump other issues, like
higher costs.
Considering the declining trend of
enrollment over the past 10 years coupled with
the prospects of increasing enrollment, it is
extremely important to utilize a new
advertising campaign. The recent increase
in enrollment shows that the economy is
improving, allowing us to rebrand TLS and
create awareness for the school in order
to take advantage of this economic incline.
However, we are still being cautious of the
recent economic recession, so we are
emphasizing strong values that caring
parents would consider over price in
order to provide the best for their children.
We also realize that the school is facing
repercussions due to the economic
downturn, so we put a strong emphasis on
marketingevents,guerillaeventsandcommunity
involvement. This will assist in creating
awareness, while also minimizing costs while
also minimizing costs for the school.
When researching Trinity Lutheran School
(TLS), through secondary and primary
research, we found that there is great
potential for expansion; however, the
school is not taking advantage of the right
communication tools in order to convey their
benefit. The lack of awareness in general and
the low retention rates between the CDC
program and K-8 program pose as the main
problems to be addressed.
TLS can use its strong faith-based
education and family-friendly environment to
maintain the tight community and to attract new
families. The school currently does not
involve itself with the Downtown community
enough and we plan to utilize more guerilla
marketing and event marketing to reach the
community outside of the school. We want to
keep the current print advertising in Orlando
Magazine and Orlando Family because
it effectively reaches the target market.
However, we found that radio
advertising is economically feasible
during Spring. It has the potential to reach
parents actively looking to enroll their students

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INDUSTRY ANALYSIS
The education industry includes the
nation’s most important institutions to
provide a solid foundation for young
impressionable minds. Education can come
in numerous different forms all catered
to the specific needs of children and their
parents. In America, every student has the
privilege to attend school, regardless of
race, economic standing, or gender. There
are many different kinds of schools--
public, private, charter, denomination, and
non denominational. Schools provide an
enjoyable social atmosphere while also
fostering a safe environment to learn
and grow.
The majority of privately-owned
institutions are religious-based, and provide
a highly intensive, challenging curriculum
challenging curriculum that incorporates
specially-trained teachers. Though these
services are more costly than charter and
public schools, they yield the advantages of
having a more transparent administration,
a well-maintained campus, excellent
books, faith-based guidance and learning
materials. By paying tuition, concerns are
takenmoreseriouslyandresultinheightened
relationships between parents and
administrations of private schools (Trinity
2013).
COMPANY ANALYSIS
THE PRODUCT
HISTORY
The education industry includes the
nation’s most important institutions to
provide a solid foundation for young
impressionable minds. Education can
come in numerous different forms; all
catered to the specific needs of children
and their parents. In America, every
student has the privilege to attend
a public school, regardless of race,
economic standing, or gender.
Public schools provide an enjoyable social
atmosphere while also perpetuating a
less intimidating and less demanding
environment. Every public school has
a bus system that provides students
within its district free transportation to and
from school everyday. More cost-efficient
for most middle- to lower-class families,
public schools are conveniently located
in the most densely populated areas,
making it easily accessible to more kids.
SITUATION ANALYSIS

CDC
TLS is segmented into two different
programs, one for infants too young for
kindergarten and the other, a regular
K-8 curriculum. The Child Development
Center (CDC), which has received
numerous praises and recognition, is a
unique opportunity to start shaping the
idle minds at a young age. Through
screenings and assessments, the CDC
offers an alternative to daycare that will
jumpstart your child’s education. Each
child receives specialized attention and
care from certified caregivers and leave
parents worry-free due to its safe and
convenient location. It is never too ear-
ly to start learning; and the CDC is the
perfect first step in creating that solid
foundation for your child. (Trinity 2013)
K-8
Having already started your education
with the CDC, it would only make sense
to continue on to the K-8 program to
ensure the same sense of community and
learning quality. TLS provides its students
with the tools to excel in the core subject
areas of reading, writing, mathematics,
science, social studies and religion. With
a more challenging curriculum, students
leave Trinity Lutheran School better
adjusted and well-prepared for high
school. Aside from these subjects,
studentsalsolearnhowtodevelopleadership
qualities, engage in extracurricular activities
and athletics, and are well on their way to
becoming fluent Spanish-speakers.
Trinity’s technological advantages, such as
readily available Chromebook and Nexus
tablets, allow students to gain a strong
understanding of digital literacy, making
TLS more relevant in today’s modern
society.
TLS is not lacking in innovation,
they are one of the few schools
that hold student-led conferences. A
student-led conference is a learning
report prepared by, learned by, and
delivered by each individual
student to their parent and teacher. The
conference’s main goal is to
promote reflection in the student on their
successes and shortcomings. Ameliorating
their public speaking skills and confidence,
student-led conferences better equip the
students to express their own opinions and
knowledge. All these factors are carefully
designed and work solely to build and
foster your child’s spiritual, mental,
emotional, physical, and social growth.
(Trinity 2013)

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PAST PROMOTIONS
In the past, Trinity Lutheran School has
designed their own ads, flyers, brochures,
and other materials. Their primary form of
advertisement is their print ad in Orlando
Magazine. This ad features a few pictures
of students, some other visuals, and
accompanying copy. Overall, the ad is
crowded with confusing messages. There
are two different logos and two differ-
ent mascots on the same advertisement,
making the advertisement appear more
convoluted. The ad does include their “Best of
Orlando” award, but it does not explain the
award or highlight it in any unique manner.
In refute to that, they did remain cohesive
with the color scheme and the fonts. The ad
needed some additions, such as a clarification
between the CDC program and the K-8
institution and a representative that an
inquiring parent could speak to. Ultimately,
the advertisement lacked a finished touch.
TLS also provides those interested
in the school with a brochure and a
promotional card. The promo card
maintains the red and blue colors that is
included in their logo. Though they used their
own logo effectively, they added additional
logos that were unnecessary. The information
on the card needs to be narrowed down in
order to be more effective. The
promotion card was a great and an effective
marketing strategy.

Above: Past Print ad from Orlando Magazine
To the Right: Promotional Cards (Front and Back)

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123 East Livingston Street
Orlando, FL 32801
407.488.1919
ADMISSIONS@TRINITYDOWNTOWN.COM
TRINITYDOWNTOWN.COM
is a ministry of
Patty Moser holds a BS in
Child Development and
Family Relations from
the University of Maine,
an Advanced Directors
Credential, and has worked
intheeldof earlychildhood
for 30 years as a teacher,
director and trainer. Patty
came to us from Rollins
College, where she was
an educator working with
college students from the Department of Psychology
in the Child Development & Student Research Center.
She has been our Director at Trinity since 2008.
Patty’s commitment to high-quality Early Childhood
Education has earned Trinity a 5 Star Quality rating
and an exemplary School Readiness rating in our Child
Development Center.
“TRINITY’S QUALITY PROGRAM ALONG WITH OUR CHRIST-
CENTERED VALUES MAKES US ONE OF THE TOP CENTERS FOR
EARLY CHILDHOOD EDUCATION IN CENTRAL FLORIDA.
WHEN YOU ENROLL YOUR CHILD AT TRINITY, YOU BECOME
PART OF A GREATER FAMILY THAT PUTS YOUR FAMILY FIRST IN
ALL WE DO.” - PATTY MOSER
NURTURING CHRISTIAN CHARACTER
PROMOTING ACADEMIC EXCELLENCE
CHILD DEVELOPMENT CENTERCHILD DEVELOPMENT CENTER
FROM INFANTS
TO 8TH GRADE
MEET THE DIRECTOR
TRINITYDOWNTOWN.COM
Trinity Child Development Center #C09OR0123

The brochure has a well
organizedlayout;informationisreadily
accessible. The images that are
paired with the text complement the
Information well, guiding the
interested parent through.
Additionally, the placement of
the information has a nice flow
and is very effective. Overall,
the content of the brochure is
comprehensive and focused.

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CONSUMER ANALYSIS
With its’ convenient location and strong
ties to the community, TLS has been able to
maintain an audience of professionals
who work in the Downtown area.
Current consumers include parents
between the ages of 30 and 50 years
old who live a career-oriented life-
style and who are concerned with
the education of their children. They
desire an education system that is
faith-based, prestigious, and of high
quality for their children. The target
consumer is highly involved with the
community, values exceptional and
modern teaching methods, lives or
commutes to the Downtown area,
and is fairly wealthy.
TLS’s consumers are willing to pay top
dollar for a high-quality education at a
stable institution in which their kids can
complete grades K through 8. The current
consumer is interesed in the safe
community offered by TLS and its
faith-based approach to contribute
to an overall gratifying and fulfilling
experience to the parents and their kids.
TLS predominantly reaches their
consumers through word of mouth
and community events. Current
consumers also get information about the
school’s mission, its staff, and educational
information on the TLS website and blog.
COMPETITIVE ANALYSIS
While researching TLS, we had to take
into consideration the numerous Orlando
competitors that the school faces both
directly and indirectly. The Downtown
Orlando area in general is home to over
10 different schools, all relatively close
for downtown workers with kids and for
families that live just outside the city.
These schools located downtown,
right around the corner from TriTL-
San School, are our biggest competitors.

THE CHRIST SCHOOL
The Christ School, a privately run
institution, poses the largest direct threat to
TLS. Headed by Jason W. Powell, a man
with more than 20 years of educational
leadership experience, The Christ School
focuses on expanding their students’
minds academically and spiritually. Open
to all denominations, the school was
founded in 1996, when a small group of
parents decided to bring to life their
vision of a superior education that would be
Christ-centered. Compared to TLS which
was founded in 1953, the school is still
relatively new and in its beginning years.
Since then, The Christ school has gone
on to win the “Golden Brick Award” for
educational excellence and also received
full accreditation from Christian Schools
of Florida in 1999. They were the
youngest school to ever receive this
accreditation. (The Christ School, 2014)
Currently The Christ School boasts a
population of 260 families, comprised of
332 students, putting them just in front
of TLS which currently has 300 students.
Having no Child Development Center or
Day Care Program in place, The Christ
School loses ground on TLS. All 332
students at The Christ School are
between Kindergarten and 8th Grade. Class
sizes are relatively small and average 16
students for Kindergarten
classes and about 17 students for
grades 1-8. (The Christ School, 2014)
Currently The Christ School boasts a
population of 260 families, comprised of
332 students, putting them just in front
of TLS which currently has 300 students.
Having no Child Development Center or
Day Care Program in place, The Christ
School loses ground on TLS. All 332
students at The Christ School are
between Kindergarten and 8th Grade.
Class sizes are relatively small and
average 16 students per Kindergarten
class and about 17 students for
grades 1-8. (The Christ School, 2014)

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Due to the abundance of positive attributes
The Christ School possesses, the tuition and
fees are higher than TLS for the average
middle-class family. (See graph above)
Tuition can be paid two different ways:
a one time direct payment to the school
or divided into monthly installments. The
school also imposes a costly deposit fee
of $650 on all students, returning and
new, and a $750 additional fee on any
new students. TLS has similar fees but the
prices are much lower; only a $400
registration fee and a $200 new
student fee. (The Christ School, 2014)
They also host extracurricular programs to
reach the needs of all their students and
parents. The school is involved in numerous
athletic memberships, such as
the FSAA (Florida High School
Athletic Association) and FCA
(Fellowship of Christian Athletes), and
allows kids to start competing in sports
in Kindergarten. The Christ School, like
TLS, also implements an Extended Care
program for those parents who need extra
time in the mornings or evenings. Parents
can pay a daily fee or a weekly fee; these
programs vary from $420 per day to
$2,100 per week. (The Christ School, 2014)

WEBSITE CRITIQUE
The Christ School has a very clean, professional looking website using its school colors dark
green, lime green, and grey as accent colors. The school’s name and emblem appear clearly
in the top left corner of the homepage and on every page as you continue browsing. The site
incorporates nice photographs of Christ School students participating in their
everyday academic routines. The site also includes lots of useful information about
the school’s history, student life, admissions process, etc. Prices for tuition and fees are
clearly listed so parents can have a good idea of what they will be spending to go
there. Phone number, Email, and address of the school were all present on all pages.

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FACEBOOK CRITIQUE
The Christ School’s Facebook page is consistent with the standards
of its school website and utilizes the same school colors. The
page has nearly 450 likes, has received a 5 star rating from 41
respondents, and has an events page to show past and upcoming school events. The school
also has a variety of photos on the page highlighting their students and their achievements.

ST. JAMES CATHEDRAL
SCHOOL
St. James Cathedral School, has a
history that dates back nearly 120 years
when it was an academy operating
under the direction of nuns. Since then,
the school has grown and been remodeled
and now provides education for kids in
Pre-K through 8th grade. All teachers are
required to have Florida State
Certification, and many of them also
are equipped with the Montessori
Certification which exceeds the
Florida State Certification.
(St. James Cathedral School, 2014)
Committed to outstanding academic and
spiritual evolvement of all its students,
St. James Cathedral School works hard
to provide a variety of opportunities for
its students to harness and improve their
God-given gifts. The curriculum is standard
and allows for students to take a more
hands-on approach in their own
education, with the teachers acting more as
facilitators. The school could implement
Student Led Conferences like TLS does
as a way to accentuate this hands-on
approach. There is an enforced dress code
that was formulated to ensure a safe
environment devoid of bothersome
distractions. Like TLS and many
private schools, St. James Cathedral
believes a clean and neat appearance will
ameliorate each student’s opinion of
themselves while also promoting proper
behavior. St. James Cathedral School lives
by the slogan, “Come to Learn, Leave
to Serve,” which highlights their push
for students to continue on a path of
service even after they have left the school’s
walls. (St. James Cathedral School, 2014)
St. James Cathedral School boasts an
outstanding lunch program, with the
contracted help of Wholesome
Tummies Cafe. This company uses
only the best quality food available,
ensuring the freshest and most natural
ingredients. There offer an a la carte
system that provides sandwiches, soups,
and salads as side items for students to
consume. Aside from food, St. James
Cathedral School also looks out for its
students by providing organized
programs for before school, after
school, and during summer months.
Similar to TLS, these programs come at an
additional cost, but for many parents with
time conflictions, the extra care is well-worth
the cost. (St. James Cathedral School, 2014)
St. James Cathedral School offers
after-school programs, which consist of
Chess Club, KidzArt,
Choir, and Boy/Girl Scouts,
including an academic curriculum program
during the day. Tuition includes lunch and
childcare, and ranges from $500 to $760.

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WEBSITE CRITIQUE
St. James Cathedral School has a bright and inviting website, showcasing the school colors
blue and yellow. The school name and logo are presented at the top of every page as
you work through the entire site. At the bottom of the homepage there is a rolling news
feed, which is a modern and innovative way of informing parents and the community
about upcoming volunteer opportunities, events, and much more. The site also includes basic
information on the school’s history, admissions, student life, and parental involvement. The
admissions section could be revamped, adding more information on the admissions process
itself and a pricing chart for tuition and fees. Right now the site provides a
number for the admissions director to request more information, when that
information could simply be put on the website. The site does provide an easy online
application process for admissions however, and provides a list
of Open House dates on the side of the admissions application.

FACEBOOK CRITIQUE
St. James Cathedral School has 480 likes on their Facebook page and
currently has a 4½ star rating. The page includes fun and
encouraging pictures of the students at events in the photos
section and has an event page to show all upcoming occasions. The school’s
address, phone number, and hours of operation are all available at the top of the page.

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LAKE HIGHLAND PREPATORY
SCHOOL
Lake Highland Preparatory School is a
Pre-K through 12th grade Independent
day school located in Downtown Orlando.
The school has been open since 1970;
17 years after TLS opened. The
campus is on a 42-acre lakefront, providing
students with an inspirational and unique
learning environment. The school’s
studentbodyexceedsthatofTLS’s,currently
enrolling 1,982 students; 815 students in
Pre-K through 6th grade, 367 students in
grades 7 and 8, and 800 students in grades
9 through 12. With an impressive student
body size the school is able to offer a
college preparatory curriculum that
includes 25 AP courses and four foreign
languages. The intense academics are
matched by strong programs in the
arts. The school’s athletic program also
provide serious competition for TLS,
featuring 57 teams that compete
in 21 sports. Many of the teams
even get the opportunity to
advance on to regional and state
competitions. (Lake Highland Preparatory
School, 2014)
Lake Highland Preparatory School is
accredited by the Florida Council of
Independent Schools, the Southern
Association of Colleges and Schools, the
Florida Kindergarten Council, and is a
member of the National Association of
Independent Schools. Nearly 50
percent of the schools faculty hold superior
degrees and 61 of them have received
the “Gifted Endorsement” teaching
credential. Aside from the excellent
staff, Lake Highland students are pretty
remarkable as well. Last year
in particular, the Upper Level
students contributed 41,353 hours of
community service, showcasing the schools
unwavering devotion to their community.
(Lake Highland Preparatory School, 2014)
images appear on the homepage
to show off Lake Highland’s student
body and teaching staff.

Tuition at Lake Highland
Preparatory School is stated in the
chart above.
Families of new students must pay
a $1,500 non-refundable tuition
deposit, which gets applied to their
students tuition, and a $1,500
non-refundableenrollmentfee.Thesefees
are astronomical compared to the
$400 registration fee and $200 new
student fee at TLS. Families may choose
from a few payment plans such as
budgeting it out over nine months, the
two semesters, or just paying the entire
amount upfront. A 12 percent finance
charge will be applied however to
whomever chooses to pay by semester
or month. Unlike TLS, the tuition cost
and fees do not include charges for
textbooks, AP exams, field trips, and
graduation.
(Lake Highland Preparatory School,
2014)

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WEBSITE CRITIQUE
Lake Highland Preparatory School’s website is very classic and clean looking. It uses their
school’s bold red as the primary color for their website. Fun and personal slider images
appear on the homepage to show off Lake Highland’s student body and teaching staff.
The site is easily navigable and presents basic information about the school concisely,
including information on athletics, the arts, and admissions. The prices of tuition and school
fees are all presented neatly in the admissions section along with financial aid information
for those students who qualify. Keeping up with the times, Lake Highland’s Twitter account
is also linked to the website providing live tweets about the schools events and programs.

FACEBOOK CRITIQUE
The Lake Highland Preparatory School does not have an active working
Facebook page. The school only has a business page with their school emblem as the profile
picture. The school’s address, phone number, and Wikipedia link are all readily
available at the top of the page, as well as a link to the school’s official website. 1,753 people
currently like the topic page and it has a 4½ star rating from 69 respondents.

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INDIRECT COMPETITORS
The indirect competitors that TLS is
up against are the charter schools in
Downtown Orlando. A charter school
is a non-profit, self-managing public
school that operates under a specific
performance contract with the local
school board. The two charter schools in
particular that are in competition with
TTLS are Lake Eola Charter School
and Nap Ford Community School.
The list of similarities between Lake
Eola Charter School and Nap Ford
Community School is abundant. Both
competitors follow in the steps of TLS
and are anti-discriminatory institutions
that will accept students of all races,
religions, genders, handicaps, and
marital statuses. Both enroll students on
a “first come, first served” basis and have
waitinglistsforthechildrentheydonothave
accommodations for siblings of
current students and children of the
teaching/administrative staff will receive
priority over other application entrants. To
be eligible for enrollment, students must
be residents of Orange County and at
least five years of age. Without a Child
Development Center like TLS, these
schools miss out on the complete evolution
of their students. Neither charter school has
a set tuition in place and are free to the
public. (Lake Eola Charter School, 2014)
(Nap Ford Community School, 2014)
Lake Eola Charter School has been open
and operating for the last 15 years and
currently serves 219 students. Compared
to TLS which has be up and running
for 60 years and currently enrolls 300
students, Lake Eola Charter School lacks
the prestige of TLS. The school has
decided to utilize a cluster system to
arrange its students into classes. Grades
four and five are comprised of a
mixture of students, as well as grades
six through eight. Class sizes are
relatively normal and average 17-22
students per classroom. Lake Eola Charter
School implements a non-textbook
curriculum for its students, which is different
from TLS, and it uses the public library for
research purposes and checking out books.
Computer stations are integrated into each
classroom, but are not focused on
as part of the student’s necessary
studies like at TLS. Also, TLS has future
plans of implementing new and modern
devices into their classroom
routines. Teachers are currently receiving
specialized training so they can properly
aid students as they learn to use the new
devices. (Lake Eola Charter School, 2014)
The Nap Ford Community School works
to empower its students to become
contributing members of society. It
possesses a strong support system
within the school community, and seeks
opportunities for outreach and service in an
attempt to teach students the importance
of giving back. The school caters only to kids
entering Pre-Kindergarten through 5th
grade.(NapFordCommunitySchool,2014)

LAKE EOLA CHARTER SCHOOL
WEBSITE CRITIQUE
Outdated and overly simple, Lake Eola
Charter School’s website gives only
the bare minimum when it comes to
information concerning their school. The
site uses a black and red color theme and
has the school’s name and logo in the
top left corner of every page. It provides
background on what a charter school is
and how they function. Enrollment for
the school must be done in person instead
ofonline and the website does not provide
any information on price of tuition and
fees. Small stock pictures and a generic font
leave the site looking old and uninspired.
The school does present its address and
phone number are at the bottom of every
page for those who wish to contact them.
FACEBOOK CRITIQUE
Lake Eola Charter School does not have an
official Facebook page, only a topic page.
Its topic page has no address or phone
number to reach the school and provides
no description or pictures of the school. 29
people currently follow this topic page.

34 Bow & Arrow
Top: Naos Ford Community School website
Bottom: Naps Ford Community School Facebook

NAPS FORD COMMUNITY SCHOOL
WEBSITE CRITIQUE
Naps Ford Community School uses
its school colors, blue and yellow, to try
and brighten up the website. There is
no picture showing what the school
looks like and there is no information on
admission prices or tuition. The site looks
outdated and the yellow font is hard to
read on some of the pages. We recommend
sticking with the white font on the blue
background to ensure the audience can
read everything clearly. There is a school
address and phone number provided at
the bottom of every page, with the school
logo appearing at the top of the pages.
There was nothing too special or eye-
capturing about their site.
FACEBOOK CRITIQUE
The Naps Ford Community School
has 185 likes on their Facebook
page and an event page informing
people of upcoming festivals and
volunteerevents.Theirprofilepictureisa
promotional advertisement for one of
their fundraisers. There is no distinct
identity connecting this Facebook page
withtheschool.Theyshouldincorporatea
picture of the school and maybe
the school’s emblem into the web-
page to make a good connection be-
tween the two. Pictures on the page
are not as focused on the students
and should be switched out for bet-
ter ones involving the kids more.

36 Bow & Arrow
RESEARCH
PRIMARY
RESEARCH
Bow & Arrow conducted
an online survey to identify
and better understand the
educational preferences,
religious denominations,
and deciding factors for
choosing a schooling system
as it pertains to our target
market. The objective was
to create and implement an
advertising campaign for
TLS based on this
information. Bow & Arrow
distributed a well-designed,
detailed survey to parents in
the South Florida to Central
Florida area. Through email,
we were able to reach the
desired target market,
parents between the ages
of 25 and 50. The survey
was active for two weeks
and yielded about 100
respondents.
To better understand
which parent we needed to
target, we decided to ask
a demographic question
concerning the
respondent’s gender. As
seen in chart one, 88
percent of our
respondents are female.
We were curious to
see whether average
households would be
able to afford tuition and
costs of a private school.
We asked what each
respondent’s total
household income was
and were able to conclude
that TLS falls within a
reasonable price range
for most households.
Chart two is a visual
represetation of this data.

$30,001-‐$50,000

7%
$50,001-‐$70,000

6%

$70,001-‐$90,000

9%

$90,001-‐
$110,000

19%

>
$110,001

59%

Male

12%

Female

88%

Chart 1
Respondent’s Gender
Chart 2
Total Household Income

38 Bow & Arrow
0%
5%
10%
15%
20%
25%
30%
35%
40%
Extremely
Interested
Very Interested Neither Interested
nor Uninterested
Very Uninterested Extremely
Uninterested
Chart 3
Interest Levels in Pre-K through Eighth
Grade Program
Print
Ads

52%

Radio
Ads

12%

Newsle5ers

6%

Outdoor
Ads

10%

Other

20%

Chart 4
Advertising Mediums
Religious

74%

Non-‐Religious

26%

Chart 5
Religious Background

Based off our interviews
and research, we concluded
that women were the primary
target for the campaign
because they are decision
makers for their child’s education.
As seen in chart three, the
majority of our respondents were
interested in an institution
that provided schooling
from Pre-K to eighth grade
because of the convenience
factor, affordability and stability
.We then asked what kinds
of advertisements parents
are more susceptible to. The
majority of the participants
are 52% likely to be attracted
to print advertisements. Due
these results, Bow & Arrow
decided to allocate a substantial
amount of their budget to print
advertisements.
In order to delve deeper
into our survey respondent’s
religious background, we
started off by asking who
considered themselves to be
religious.

40 Bow & Arrow
We did obtain scattered results
when asked about specific
religious affiliations, however
these results do not detract
from TLS, they bolster its
diversity.Theseresultssupportthe
reasoning for targeting students
of any denomination.
Bow & Arrow asked
respondents to rate specific
attributes in order of most
important to least important.
Concerning their child’s learning
environment, the majority of
respondents ranked teacher
quality as the most important
factor, followed closely by
curriculum, a sense of
community, and student-
teacher ratio. Participants listed
technology as the least
important factor in their child’s
learning environment.
When making a decision about
education for their children,
participants listed the quality
of the school as the most
significant attribute, followed
by tuition. The history and
tradition of the school, as well
as the proximity, has little to no
influence on making decisions.

1
2
3
4
5
-
-
-
-
-
Chris&anity

Non-‐
Denomina&onal

Catholic

Presbyterian

Episcopal

Agnos&c

Bap&st
Congrega&onal

SDA

Chris&an

Roman

Catholic

Lutheran

Chart 6
Religious Affiliations
Teacher Quality
Curriculum
Student-Teacher Ratio
Family/ Community
Technology
1
2
3
4
5
-
-
-
-
-
Quality of School
Tuition
Prestige/ Reputation
Proximity
History/ Tradition
Most Important Attributes of
Learning Environment
Important Attributes for Decision
Making

42 Bow & Arrow
Because private schools tend
to be faith-based institutions
and are preferred over public
schools, we wanted to know
parents’ opinion on the
importance of having a faith-
based education. 59 percent
considered a faith-based
education either extremely
important or very important.
Based on our survey, more
than half of our participants
agreed that there is a
significant difference
between private school
education versus public school
education.

Yes

52%

No

48%

Extremely

Important

Very
Important

Neither

Important
nor

Unimportant

Very

Unimportant

Not
at
all

Important

0%

5%

10%

15%

20%

25%

30%

Chart 7
Beliefs of Difference in Private vs. Public Education
Chart 8
Importanece of Faith-Based Education

44 Bow & Arrow
Universe Survey, n.d.).
Private schools can be split into
different categories and geographical
areas, including religiously affiliated,
non-religious and specialty programs.
As a whole, within the South, there are
9,203 (22.3 percent) private schools
(Private School Universe Survey, n.d.).
Of these schools, 2,833 (28.3 percent)
are located in urban areas- TLS being
one of them (Private School Universe
Survey, n.d.).
Additionally, TLS is part of the
religious affiliated
schools; in particular, the Lutheran
Church- Missouri Synod portion.
Of this division, there are 944 (3.2
percent) schools in the nation. Within
these schools are 118,444 students and
9,247 full-time teachers (Private School
Universe Survey, n.d.). With these
figures, the average class size for a
Missouri Synod Lutheran based school
is 12.8 students to one teacher.
In comparison, the largest com-
petitor, the National Catholic Educa-
SECONDARY
RESEARCH
SCHOOLS & FAITH-BASED
EDUCATION
As a nation, it is required that all
children get an education. However,
the way in which these
children receive their education can
vary. Through our research, there are
three primary schooling methods.
These include public schooling, private
schooling and homeschooling.
Within the United States, there
are 30,861 private elementary and
secondary schools with 4,494,845
students enrolled in them (Private
School Universe Survey, n.d.). Of these
students, 2,124,106 (47.3 percent) are in
elementary school and 757,448
(16.9 percent) are in secondary
school (Statistics about Nonpublic
Education in the United States,
2014). The remaining 35.9 percent of
students, 1,613,291 children, are
enrolled in a school that combines
elementary and secondary school;
Trinity’s competition. In comparison,
there are 466,467 teachers
for these schools (Private School

tional Association has 5,740 schools
that educate 1,682,048 students
Within these schools are 128,513 teach-
ers, averaging 13.1 students per class
The Lutheran Church- Missouri Synod
category also bears competition from
other divisions of Lutheran churches,
such as Evangelical Lutheran Church in
America and others. Combined, these
branches have 528 (1.8 percent) schools
and 44,853 (1 percent) students
As the number of private-religious
schools have increased over the years,
so have the number of students. Even
so, as Trinity noted, there has been a
declining the enrollment of students
within the past ten years in this type
of educational facility. As the National
Center for Education Statistics (NCES)
notes,
“The percentage of all students in pri-
vate schools decreased from 12 percent
in 1995–96 to 10 percent in 2011–12.
Private school enrollment in PreK
through grade 12 increased from
5.9 million in 1995–96 to 6.3 million
in 2001–02, then decreased to 5.3
million in 2011–12. Similar to overall
private school enrollment, private school
enrollment in preK through grade 8
increased from 4.8 million in 1995–96 to
5.0 million in 2001–02, then decreased
to 4.0 million in 2011–12. However,
private school enrollment in grades 9
through 12 increased from 1.2 million in
1995–96 to 1.3 million in 2011–12.”
Even so, private schools were able to
maintain smaller sized classrooms in
comparison to public schools. According
to data collected in the 2007 – 2008
school year, public schools had an
average class size of 20.3 students
where private schools had an average
class size of 18.1 students
(“Fast Facts”, n.d.).
One of the defining differences between
private schools and public schools is the
tuition. Whereas public and charter
schools are free, private schools, both

46 Bow & Arrow
location, there are 37 schools that
parents can choose from. Of these
schools, 20 that meet the same
criteria as TLS: religious, preK and
older, have the same number or more
students and have around the same cost
for tuition. However, there are only two
otherschoolsinthearea,GoodShepherd
Catholic School and TLS, that
accept infants (Orlando Magazine,
2012).
Out of this pool of local competitors,
the average student-teacher ratio
is 16.75 to one; 4.75 more students
than TLS have in their classrooms.
Based on the lowest tuition costs (most
likely for preK) listed as per Orlando
Magazine, the average cost of these
competitors is $12,186.29 per year.
However, the outlier, Trinity
Preparatory School, raises that
average with a tuition of $16,800.
Without this outlier, the average
cost would be $5,850 per year.
Additionally, all of the schools in
the Orange County area have
extracurricular activities and other
features such as competitive sports, arts,
choir, drama, band and music. All of
the schools offered at least competitive
sportsandarts,whiletheothersoffereda
variety of combinations.
(Orlando Magazine, 2012). How-
ever, there was no mention of the
importance of technology in each school.
religious and unaffiliated, charge a
tuition fee. As recorded by the NCES,
during the 2011-2012 school year,
annual tuition for private schools were
$7,770 for elementary schools, $13,030
for secondary schools and $13,640 for
combined schools (Statistics about
Nonpublic Education in the United
States, 2014). Although private schools
do cost more, the teaching staff and
classroom sizes are very different
from that of public schools.
As stated before, classroom sizes are
smaller, allowing for more individual
attention on each individual
student’s needs. In particular, teachers
within the Lutheran education
system are able to obtain a
masters degree in Lutheran education
from various universities and colleges,
such as Concordia University
in Chicago. These programs have
specific curriculum for Lutheran
schools, ranging from traditional
education classes to religion
classes(“Concordia UniversityChicago”,
2014). As for public schools, teachers
are only required to have a Bachelor’s
degree as well as a certification
card, provided by the state. This
certification does not necessarily mean
that the person obtained a Bachelor’s
degree in education (“Florida
Department of Education”, n.d.).
Although TLS l is statistically
competing with other schools
around the country, their primary
competitors are located in the
Orange County area. Within this

CHILD DEVELOPMENT
CENTERS
TLS begins their faith-based education
early on, starting with infants.
They clearly distinguish themselves
as a CDC instead of a day care.
Since the school takes children at a
young age, they are able to foster a
one-of-a-kind learning environment
that allows the teacher to create
specific learning plans for each child.
Throughout the United States,
children under five-years-old are cared
for by a multitude of people
and organizations. According to
Child Care Aware of America, in
2012, there were 1,079,012 children
under the age of four living in
Florida. Of those children, 836,080 had
one or both parents in the workforce,
therefore needing child care (Child
Care in America: 2012 State Fact
Sheet, 2012). Nationally, over half
of the children under age six had
parents who held steady jobs. More
importantly, 67 percent of mothers
with children under the age of six
were in the workforce as well as 61
percent of mothers who had a child
under the age of one were working
moms (Child Care in America: 2012
State Fact Sheet, 2012). As the data
shows, 57 percent of women return
to work within the first six months
of giving birth, with that number
increasing to 64 percent
returning within the first year of birth-
ing their child (Child Care in America:
2012 State Fact Sheet, 2012). Due to
this number of parents, mothers and
fathers, who return to the workforce
with young children, 51 percent of
parents seek infant/ toddler care for
their child (Child Care in America:
2012 State Fact Sheet, 2012). Nation-
wide, there are 10.9 million children
under the age of five who are cared
for by others while their mother is
working; 26 percent of which are
cared for by child care centers like
Trinity Lutheran School (Child Care in
America: 2012 State Fact Sheet, 2012).
Although there is a large population
base of children that already are in
child care, there is a large population of
children that have no consistent child
care or multiple places they are cared
for. 1.2 million children under the age of 5
do not have regular child care- a perfect
population for TLS to tap into (Child
Care in America: 2012 State Fact
Sheet, 2012). Although there is a
large population of children to reach
out to, there are also 9,264 child care
centers within Florida (Laughlin, 2013).
However, only 20 percent of these are
accreited facilities (Laughlin, 2013).
Just like private schools, child care centers
charge for each child placed into their
care. According to Child Care Aware
of America, in Florida, the average cost
per year for an infant in full-time care
at a child center was $8,009 in 2012. In
comparison, the US Census Bureau also
reports that in 2012, the average cost
per year in Florida for a four-year-old
child in full-time child care was $6,368.

50 Bow & Arrow
STRENGTHS
• High-quality teaching staff
• Specialized training for teachers
• Diversity among children
• Affordable Tuition
• Construction of New School Building
• Home visits
• Student Led Conferences
• Community environment
• Faith-based education
• Low student-to-teacher ratio
• Available technology for students (Nexus 7, Samsung
Chrome Books)
• Great location, central to local museums and other nice
places for field trips.
WEAKNESSES
• Staff lacks diversity
• Retention
• Decreasing enrollment in K-8
• Events are not including outside community successfully
• Extremely small class sizes for upper level grades

OPPORTUNITIES
• Waiting list for Child Development Center
• Partnering with events and finding local sponsors
• Rebranding Trinity Lutheran School
• Gaining more awareness through community involvement
• Economy is recovering from the recession
THREATS
• Rumor that TLS was shutting down affected the admissions
process
• Less students applied/or students taken out of the school
• Other faith-based educational institutions are in close
proximity
• TLS has lost many of its students to charter schools

54 Bow & Arrow
family-oriented environment. They
believe that this foundation will allow
their children to thrive and succeed
in the future by giving them strong
values and strong ethics. These mothers
find it important to spend quality time
with their children and family and like
to be involved in their community. They
like helping other people and want to
impart values like these in their children.
MARKETING OBJECTIVES
1. 1. Increase student enrollment of
K-8 by 5 percent by the 2015-2016
school year.
2. Increase retention of CDC students
to K-8 by 3 percent in the 2015-
2016 school year.
MARKETING
PLAN
TARGET MARKET
PROFILE
The target market for TLS consists
of Orlando families, whose young
children qualify for preschool and
kindergarten through eighth grades.
More specifically, we will focus on
reaching the mothers of these families
who are likely to be more involved in
decisions for their children. These
mothers will ideally be downtown
workers or commuters with a house-
hold income of $75,000 or more. These
women are 28 to 45 years of age who
are either professionals or stay at home
mothers that remain family oriented.
These mothers look at their children as
the center of the world and want the
best upbringing for them. They believe
that a faith-based education is key to
a strong foundation, and they want
this strong foundation to be rooted in a
caring, comfortable, secure and

STRATEGIES AND
RATIONALE
One of the main strategies Bow &
Arrow has planned will involve
marketing events in order to
increase community involvement in the
downtown area by 15 percent, as well
as community awareness by 35 percent
by August of 2015. Some examples of
these events will be a local grocery store
coloring contest, a Parent’s Date Night,
Family Fun Night, community service
events and a Fall Festival. These events
not only benefit the community but also
promote the name and reputation of
TLS.
The second strategy will focus on
the use of promotional items in
order to keep TLS as the top-of-mind
ADVERTISING OBJECTIVES
1. Increase awareness of TLS by 30
percentbythe2015-2016schoolyear.
2. Increase word-of-mouth TLS
referrals by 70 percent by the
2015-2016 school year.
POSITIONING STATEMENT
For mid to high income mothers
in the Orlando area, TLS provides
the strong family and faith-based
foundation for its students that parents
look for. Unlike other faith-based
educational institutions, TLS provides
close and intimate contact between
students, between students and
teachers and between parents in order to
facilitate the formation of a true family.

56 Bow & Arrow
school in the community but as well as
raise awareness amongst the young
professionals in our target market. These
promotional items, such as pens, mugs,
etc. will be placed in local businesses such
as the hospital and government offices.
The next strategy for the marketing
plan will utilize social media as a way to
promote the school. Through this strat-
egy we plan to reach at least 500
“likes” on Facebook by August 2015.
Although TLS currently uses social
media as a promotional tool, we would
like to recommend developing a new
Facebook page solely for the school rather
than the church and the school combined.
The reason for this recommendation is to
create more tailored messages to those
interested in only school programs and
functions. For those who are interested in
sending their child to TLS, we want to
create a Facebook page as an easy
resource for information on just the school.
Another strategy that has not yet been
utilized by the school will be radio
advertisements. Through the use of radio
advertisements, we plan to increase
awareness by 40 percent and school
enrollment by 10 percent. These radio
messages can also be more tailored to the
target market by advertising through
Christian or family friendly stations. This
medium also tailors to the large Orlando
commuter market.
This campaign will also incorporate
guerilla advertising. This will integrate
community involvement and social
media by generating buzz on
Facebook and Instagram through unique
promotions for the organization. The
unique promotions in the community
will include a community garden and
sidewalk drawings sponsored by the
school. We plan to generate social media
buzz by including a hashtag with these
community projects to encourage viewers
to tag TLS into the post.
Social media posts would be tracked
and observed through the use of online
tools that track the activity on websites
not owned by TLS. Domains owned by
Trinity, such as TrinityDowntown.com,
would be tracked through tagged links
using Google URL Builder and Google
Analytics. Websites such as Facebook,
Instagram, etc. would be tracked using
bit.ly’s, a website that shortens third-party
URLs and tracks the click rates. The
information gained by these tracking
websites can give quantitative data on the
number of people clicking the links.
The overall message and idea that would
be promoted throughout the campaign
will remain consistent throughout every
marketing strategy. The message will be
that TLS provides the foundation and
family environment that you would give
to your own children.

Top photo: Example of promotional crayons
Bottom photo: Example of promotional mug

58 Bow & Arrow
On current page: Example of Instagram post
On oppostie page from top to bottom:
Facebook Redesign
Twitter Redesign

@TrinityLutheranSchool
Faith. Family. Foundation.

60 Bow & Arrow
where to educate their children. These
products can be an affordable way to
get the TLS name into the community
because it is a piece of the brand that
they can take home with them.
• Social media is a great tool that can
be utilized in this campaign for many
different reasons. Not only can this
assist with awareness and word of
mouth, but social media is great for
communicating with the young
professionals of the target market.
Social media is the ideal
promotional tool because the websites
and apps are popular, easily accessible,
and free. The platforms of Facebook,
Instagram and Twitter can be used to
integratethecampaignbypromotingthe
upcoming marketing events and
documenting these events, along with
the guerilla chalk drawings
throughout Downtown Orlando.
• Print media is a tool that we
encourage TLS to remain involved in
because it continues to be a trustworthy
medium with success in the past. The
messages are greatly distributed, highly
targeted, and not fleeting. The shelf life
Every marketing strategy chosen for this
campaign was selected to be tailored for
this specific message.
• Marketing Events will be used to
increase community involvement and
awareness. These events will be cost
effective, inclusive with members of the
community, and can reflect the type
of atmosphere that TLS provides to
children. Events provide a relaxed and
safe environment for communities to
join together. We want to not only
integrate the greater Orlando
community into TLS events, but
we want to encompass community
service in order to enhance the reputation
and branding for TLS. This effectively
promotes the family nature and
foundation that the school promotes.
• Promotional items will be used assist
with branding TLS. Promotional items
can have a positive effect in awareness
because they allow the school to be at
the top-of-mind. Allowing the target
market to see the school name or logo
on a daily basis can encourage them to
think of the school when deciding on
INTEGRATED MARKETING
COMMUNICATIONS

and niche market that is targeted by
the current print magazines allows us to
be confident in its further success.
• Radio is a medium that would
also be beneficial to the campaign
because it can be highly targeted to
the commuter market in Orlando.
These messages can be tailored
to be intensive during times of
enrollment. Consumers in our target
market view the radio station we
chose as a trustworthy medium
and will therefore be more likely to
respond to the message.
• Guerilla advertising can help
increase awareness by being fun,
innovative, and interactive. These
efforts can also be cost effective for the
campaign.
EVENTS: THE BACKBONE
We believe a few promotional activities
have the potential to generate buzz
and raise awareness at an affordable
cost. A community garden has the
ability to get people involved in a weekly
task, but also benefit the environment. By
gathering to plant flowers and trees,
the community is bettering itself while
learning about TLS and experiencing,
first-hand, the kinds of staff and
students that go there.
A Parent’s Date Night designed to
give parents a night out once a month,
while leaving their children in the
capable hands of the Trinity Staff. It is an
event open to the public. This will attract
positive word of mouth and get families
outside the congregation involved.
Fall festivals and Family Game Nights
are both great ways to get the
community into the school in a fun
and healthy way. By attracting outside
families to the game nights, TLS has the
opportunity to showcase its campus and
inviting atmosphere.
Finally, by partnering with local
grocery stores, TLS can hold monthly
coloring contests for all Orlando Chil-
dren. The coloring pages will be cartoon
scenes of worship at TLS. This is a fun and
exciting way to get the kids as excited
about TLS as the parents.

62 Bow & Arrow
Join us on
Friday, October 7, 2014
at 6:00 PM
for some Family fun!
Bring your friends and favorite boardgames to
123 East Livingston Street
Orlando, FL 32801
We will have pizza and drinks available for sale at
our concession stand.
For more information call 407.488.1919
Trinity Lutheran School invites you to...
A night of games and laughter!
Family Fun Night
1953
Family. Faith. Foundation.
Come join Trinity Lutheran School for our
1st Annual Sidewalk Chalk Event!
This event is open to all students and families who would like to join us
in drawing art on the sidewalks of Downtown Orlando. Help us benefit
the Downtown community and promote the artwork of our talentedTLS
students.
Contact the TLS Office at 407-488-1919 for more information.
Saturday,
May3rd,2014
11:00am-4:00pm
LakeEolaPark
Canned Food
Drive
Trinity Lutheran School will be holding a canned
food drive for the community this month! We will
be placing donation baskets throughout the
Downtown Orlando area.
February 1st through February 28th, 2015
Contact 407-488-1919 for more information or come
by the TLS office at
123 East Livingston Street, Orlando, Fla. 32801.

Community
Garden
Project
Trinity Lutheran School has been part of the Downtown
community for many years. We now want create another
beautiful addition to downtown Orlando by creating a
community garden.
This is an opportunity for the Trinity Lutheran community
to be part of a lasting piece of Downtown.
Donations of time and materials will be greatly appreciated.
When: March 20-22, 2015
Where: Downtown Orlando
Contact Trinity Lutheran School at 407-488-1919
Date
Night
We think that the parents
need a night to themselves!
So let us watch the kids for
the night as you go on a date
with your special someone.
This event is open to any par-
ent who would like a night to
themselves.The activities for
the kids include:
Movies
Coloring
Games
and more!
ContactTrinity Lutheran at
407-488-1919 for more
information
Friday, October 17th
6:00 pm-10:30 pm
touch
WhEn:
WhErE:
Come out for all kinds of trucks
and construction equiptment!
123 East Livingston Street,
Orlando
truck
November 23, 2014
9:30 a.m. - 1:30 p.m.
Horn free 9:30 am - 10:30 am
All proceeds will benefit Trinity Lutheran School.
Come stop by during Touch - A - Truck for their open house!
1953
- A -
About:
Children 2-years-old and under are free!
All others are $5 admission
For more information, call 407.488.1919

66 Bow & Arrow
perception of TLS in our campaign,
we are able to demonstrate the
benefits the school provides for their
students and the foundation they build
for them. We place TLS in the mind of
the audience as a caring and
nurturing haven for their child to
develop and reach their highest
potential.
CREATIVE BRIEF
TARGET AUDIENCE
Our target audience includes
mothers within both the Orlando area
and the downtown Orlando area,
including residents and commuters.
These are women between the ages of
28 through 45 who are professional and
family-oriented and have a household
income of $75K and up. These mothers
look at their children as low retention
rates between the CDC program and
the K-8 program, and current parents
have an opinion that the school may be
in danger of closing down.
CREATIVE
OVERLOOK
A child’s education is the basic
foundation for their future. Parents
strive to find their child a home away
from home. They want a safe and
nurturing environment where their child
can grow and gain skills that will last
them a lifetime. A child should have a
positive relationship with their school
and their teachers. TLS aims to build
a strong nourishing relationship with
each of their students providing them
with a foundation of ethics and values.
Through application of the Lutheran
doctrine throughout all subjects, weekly
chapel visits, and an on-campus minister
TLS sets a high standard for a faith-
based education. With unique attributes
to their curriculum, such as student-
led presentations and home visits, TLS
introduces an open relationship with
students and parents that provides
students with a stronger connection to
their education and to God.
Our campaign highlights the bond
students at TLS have with their
education. By focusing on the child’s

OBJECTIVES
We aim to raise awareness of TLS, change
perceptions that TLS is here to stay, and
retain CDC students into the K-8 program.
POSITIONING
TLS creates a safe and comfortable
environment that provides a family-
oriented and faith-based education that
mothers can count on to raise successful and
ethical children.
COMPETITION
Direct Competitors
• Christ School
• St. James Cathedral School
• Lake Highland Prep School
Indirect Competitors
• Charter Schools
KEY BENEFIT
Your child will be safe, comfortable and
will gain a strong faith based foundation
and education in a family-oriented
environment.
SUPPORT
TLS provides small and intimate
classrooms with a two to one student to
teacher ratio, which provides optimal
instruction and relationship formation.
Teachers keep close contact and
facilitate close relationships with parents and
between parents in order to create a
family environment. Teachers have additional
certificationandinstructioninhowtointegrate
faith into every type of academic
subject. TLS provides integration between
grades within the school in order to promote
a community within the school.
MANDATORIES AND
LIMITATIONS
• Include logo and name of school
• Remain within respect of the faith
• Don’t refer to as daycare

68 Bow & Arrow
From top to bottom:
Current logo
Logo Redesign

that established TLS as a staple of the
Orlando community. Because the
current logo was recently made, we
didn’t want to stray too far away
from the design and lose the brand
recognition that TLS has already built.
We went for a flat design of the current
logo and added a ribbon as well as the
year of establishment, this creates a more
professional and timeless look that
gives the school more credibility as an
academic institution.
LOGO
When evaluating TLS, we felt that
the logo did not accurately present the
academic integrity that the school
upholds. Though the shield with the cross
acts as an appropriate representation
of Lutheran-based schools, the use of
the gradient on the shield will soon be
outdated and will not stand the test of
time. The current design has an overall
unfinished look and does not represent
TLS’sadvancementasarespectedschool.
When approaching the redesign of
the logo we aimed to create a logo

70 Bow & Arrow
the school’s perspective of themselves.
HEADLINE
In order to continue the theme of the child’s
perspective of TLS, we titled each piece
with a different benefit students receive
from TLS. We stayed true to the theme
by writing these filled in with the child’s
handwriting. These help convey the
children’s love for their school, and show
parents the strong relationship built
between the students and the school. Some
of these print ads will be shown in Christian
magazines whereas others will be placed in
non-secular magazines. For those Christian-
based magazines we focused the headlines
on the relationship the child builds with
God.For the non-secular magazines we
chose headlines that showed the pride
students had about attending TLS.
BODY
It was important for us to distinguish TLS
from the church for advertising purposes.
PRINT ADS
VISION
When creating the ads, we wanted to stick
with a clean and simple design. By using
primary colors on a white background,
we’re able to give the reader focus while
avoiding overstimulation. We included the
redesign of the logo on the bottom of the
ads to create brand recognition over time.
VISUAL
We wanted a visual that created an instant
connection between the audience of
parents and their children. Trinity
Evangelical Lutheran Church’s main
building has been part of the Orlando
community since 1926. The building’s
entrance has a distinct window with details
that add to the aesthetic of the Downtown
Orlando area. We took this memorable
architecture, and with water-color, painted
it in the eyes of a child. The framed
paintings show that the ad is focusing on
the child’s perspective of TLS rather than

We wanted to provide support for the
key consumer benefit by providing ex-
amples of what parents could expect for
their child that is out of the ordinary. We
wanted to convey the idea that TLS is
more than just a school. The body copy
emphasizes a place that is safe and can
serve as a “home away from home.”
They can feel secure that the school’s
education will lead to the child’s success.
We wanted to use emotional language
that would appeal to a parent who sees
their child as the center of their world.
SLOGAN
TLS prides themselves on offering their
students with the strong foundation of
a faith-based education. We wanted to
emulate this ideal in our slogan: “Faith.
Family. Foundation.” TLS houses not
only members of the Lutheran church,
but students of other denominations
and faiths as well. By expanding the
slogan with “Faith”, we welcome
students and families of all beliefs,
increasingthealreadydiversepopulation.
Through our personal interviews,
we found that they appreciated the
connection made between the school,
students, and parents. We wanted
to introduce TLS as a family to
new parents wanting to find their
children a home away from home. Lastly,
“Foundation” solidifies these past two
concepts, while also introducing the
focus on a valuable education. By
summarizing TLS into these three
words, we are able to present the target
audience with the school’s principles and
message in a simple and memorable way.

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407.488.1919 | www.school.trinitydowntown.com | 123 East Livingston Street Orlando, FL 32801
It’s what you’ve always wanted for them- A safe haven. A playground.
A moral base. A bond that won’t break. Trinity Lutheran School provides a
faith-based education that sets your child up for success, all while forming
a home away from home. Experience the joy of watching your child thrive.
has set the groundwork for lasting
for over 50 years.
Community

for over 50 years.
Families
for over 50 years.
Faithfulness
for over 50 years.
Friendships

74 Bow & Arrow
Production Note: Scotty, the child, begins chanting his lines with a musical tone.
SCOTTY: Tri-Tri-Nity Lutheran Lutheran! Where we pray and learn! Pray and
Learn!
Tri-Tri-Nity Lutheran! Lutheran!
SFX: MOTHER INTERRUPTS WITH LAUGHTER.
MOM: Oh Scotty! Ever since he’s gone to Trinity Lutheran he’s been happier,
smarter, and stronger in his faith. It’s a great faith-based school,
conveniently located Downtown, where everyone becomes a family.
You should check out their website at TrinityDowntown.com or call
407-488-1919 for more information.
SFX: LAUGHTER AND CHANT CONTINUES.

RADIO AD
We reached out to Z88.3, a local family-
friendly Christian station, for advertising
opportunities. We wanted to show our
target market of young Christian commuter
mothers that TLS students have a strong
relationship with each of their students.
Through our in-depth interviews, we found
that parents with children enrolled in TLS
really enjoyed the new songs and scripture
their children would learn at school. This
inspired us to create a simple and catchy
cheer that could be easily remembered by
kids who are in the cars with their mothers.
We chose to keep the ad simple and
short, in order to keep the attention of
the audience. Mothers who frequent this
station for their daily commute will over
time recognize TLS’s brand and identity.
It fits in well with our creative strategy
because it emphasizes the child’s
perspective and what TLS gives to the
student. The students feel a part of a family.
They feel like they are a part of something
while building their faith-based education.
We included contact information for
parents who are interested in finding out
more about TLS.

76 Bow & Arrow
NEWSLETTER
As mentioned by TLS, a design
problem within their external
communication was their newsletter.
The current newsletter, Trinity Weekly,
is sent out on a weekly basis through
Constant Contact. Although the
newsletter is informative, it is extremely
long and contains information for both
the church and school.
To make things more distinct, we have
chosen to separate TLS from Trinity
Downtown information to create a more
precise email campaign. Our design
keeps the look and feel of the Trinity
website with some new designs based
on the new logo created by our team.
As a color scheme, we chose to use soft
taupe with accents of crimson, blue and
white to keep a universal theme.
The body of the email has been broken
up into four sections: upcoming events,
Child Development Center, K through
8th and Trinity Family. This way,
parents will be able to navigate through
the email easily and quickly. The biggest
change will be linking to the separate
church email within the Trinity Family
section and shrinking the email size in
half.
Color Scheme
#b7b5a5 #2c5caa
#9e1d22 #333232
#010101 #ffffff

80 Bow & Arrow
OVERALL STRATEGY
TLS aims to increase retention of CDC
to K-8 students by three percent by the
next 2015-2016 school year. We also
aim to increase enrollment rates into
the K-8 students by five percent by the
2015-2016 school year. We will utilize
local media in the Downtown Orlando
area and the surrounding Orlando area
through high reach. We will convince
our tier one audience that TLS is a
dependable, faith-based school that
will provide the support, foundation
and family environment these parents
would provide themselves. We need to
persuade our tier one audience to
believe in the reputation that our tier
MEDIA PROBLEMS
1. Reaching the target audience through
radio because of the higher cost using
this traditional medium. In order to
combat these higher rates, we decided
to implement a flighting schedule for
radio in the spring and summer months,
when rates are cheaper for the Orlando
area and when parents are actively
looking for schools to enroll their
children in.
2. The current marketing events are
geared towards the current parents
and families of TLS. We need to create
events to outreach to the downtown
Orlando area that contributes to the
Orlando community in general and can
be used to build a community brand for
the school.
3. We need to integrate all media so
that it forms a cohesive, strong brand
and reputation for TLS.

advantage of community service that
would be integrated into the events to
further build awareness and build the
community reputation for TLS.
MEDIA OBJECTIVE
TLS will emphasize the value of
being faith-based and providing a
family support system that keep its
students comfortable and ready to
enter the real-world as contributing
citizens. By utilizing moderate frequen-
cy with high reach, we want to build
awareness for TLS. We aim to use an
average of +8 frequency and 80 reach to
get an average of 600 GRPs per month.
This would be done through the print
ads in Orlando Family Magazine and
Orlando Magazine, along with radio
ads on Z88.3. These three traditional
media outlets highly target our
audience to make it possible to have
such a high reach and overall GRP goal.
With a campaign budget, we would
normally set aside 10 percent for a
two audience already believes in.
MEDIA OBJECTIVES
STRATEGY
The media plan will attempt to change
perception and build awareness within
the target audience of Orlando moth-
ers that TLS is safe, comfortable and
a strong foundation in order to in-
crease enrollment rates and fight off the
clutter of the close competition. We will
take advantage of the low costs and
high effectiveness of marketing events
in order to build a stronger and more
top-of-mind reputation for TLS. In order
to supplement this reputation within
this modern age, we will utilize Twitter,
Instagram and Facebook in order
to promote the events, and allow
interactive and user-uploaded content
for the events. We will create specific
hashtags for each event in order to be
able to measure the effectiveness of the
events and the reach achieved by each.
Along with these events, we will take

82 Bow & Arrow
contingency budget, but given the local
circumstances of the campaign, we decided
to utilize the whole budget to implement
the campaign.
VEHICLE RATIONALE
ORLANDO FAMILY MAGAZINE
AND ORLANDO MAGAZINE
We plan to run full-page color-ads once-
a-month for a span of a year for the
campaign in order to supplement the
strong need for awareness. It not only
will increase awareness, but it will
also reinforce the re-branding that we
discussed for TLS. We wanted to emphasize
the faith-based and family atmosphere
that would serve for a strong foundation
for the children when they eventually
grow older and enter the real world.
Z88.3 RADIO
Radio reaches a large audience, and it
especially is effective in reaching our target
audience. Because it targets the niche market
that we are also targeting, we thought the
high cost was justified by the high awareness
that it could create through a flighting
schedule during the end of winter and
spring months. This way we can take
advantageofthetimeframewhenourtarget
audience is seeking potential schools rather
than simply building awareness and
branding.
MARKETING EVENTS
Because word-of-mouth was such a big
part of recruitment for TLS, it made sense
to use vehicles that would increase word-
of-mouth. Marketing events served as the
most effective and cost effective way to
achieve this goal. By holding events within
the downtown Orlando community, not
only will it get the name of TLS out there,
but it will also create buzz after the fact.
One of the main benefits that we want
to advertise is a family foundation, and
this is reinforced by events that involve the
community and that also give back to
the community. At these events we will
give out promotional items for TLS,
including mugs and crayons. These will also
be given to local downtown businesses to
create even more buzz for the school.
In addition to these events, we will
enact guerilla marketing to catch the
attention of residents and commuters
through elaborate kids drawings that are
oversized and branded.
DIGITAL
TLS has a great website already, so we
just wanted to revamp their newsletter
in order to make it more organized, easy
to navigate and easy to read. Like the
Instagram, Facebook and Twitter accounts
we createdfor TLS, it will promote the
marketingeventsheldbytheschool,because
theseeventsarethemaincomponentforthis
advertising campaign. For the social media
platforms, people will be able to tag and
hashtag the school and the event so others
who were not attending will be able to see

Flights Spots Weekly
Rates
Contract
Amounts
1 28 $1800 $1800
2 56 $1715 $3430
3 84 $1635 $4905
4 112 $1555 $6220
5 140 $1480 $7400
Marketing events that involve the
Orlando Community: $20,000
1. Formal Events: $500 per event
for food, beverages, supplies and
venue
Seasonal festivals (fall, winter,
spring and summer)
- $2,000 (Canned food drives
and clothing donations
incorporated with each)
- Family Fun Night (once a
month)- $5,000
- Parent’s Date Night (twice a
year)- $1,000
2. Community Events: $400 per
event for food, beverages, supplies,
and rewards
- Chalk Drawing Contest (once
every three months)- $1,600
- Drawing Contest in Grocery
Stores (once a month)- $4,000
- Touch a Truck (once a year)
$400
3. Guerilla Events: $300 per event for
supplies
- Chalk drawings promotion
what the school is doing and the heart
of what the school does.
BUDGET
BUDGET BREAKDOWN
We will allocate 45 percent of the budget
for print magazines, 30 percent for
radio, 5 percent for promotional item
s, and 20 percent for event and guerilla
marketing.Therewillbeotheradvertising
implementations that will not be factored
into the budget because they should
essentially be free. This includes
re-branding the logo for the school,
utilizing social media and revamping
the Facebook website, and integrating
all social media platforms to synchronize
with the new marketing event
and guerilla events that would be
implemented during the campaign.
Specific Tools:
Print- $45,000
1. Orlando Family Magazine: $950
for 12 full-page ads throughout one
year
2. Orlando Magazine: $3,410 for 12
full-page ads throughout one year
3. Posters and Banners in local
downtown establishments and
businesses like hospitals:
$55 per banner (6’ x 2.5’)
Broadcast- $30,000
1. Local Christian radio Station:
Z88.3 (price above)

86 Bow & Arrow
The media plan will focus on increasing
retention and enrollment rates because
those are the most important factors
affecting TLS.
The media problem is reaching target
audience through expensive radio spots.
This is important because morning
radio is one of the most powerful forms
of communication with our target
audience. It will fit in the budget by
implementing a flighting schedule in the
spring and summer months, when rates
are cheaper for the Orlando area.
Moderate frequency of +8 with a
high reach of 80 will build the most
awareness of the school by providing
the most opportunities to be viewed
with 600 GRPs per month.
Local media is the best way to
communicate with our target market
because it is the most easily accessible
and affordable. By advertising high
frequency ads in the Orlando Family
Magazine, a highly read and circulated
publication, TLS will gain tremendous
exposure.
The media plan will change perception
and build awareness within the target
audience of Orlando mothers that
TLS is a safe, comfortable and strong
foundation. This will work by increasing
enrollment rates and fighting off clutter
of competition.
There is no contingency budget being
implemented because this money was
set aside specifically for running these
campaigns. Since the budget is not
overly large, it is crucial to utilize all the
resources possible to achieve maximum
exposure.
Print medias are cost effective with the
highest opportunity for readership. Print
magazines will make up a majority of
the campaign for this reason.
Certain promotional ventures like logo
redesign and social media will be free of
charge, and can therefore only benefit
the school.
The local Christian radio Station is the
best broadcast channel to penetrate due
to its high family-listener pool.

The results will be measured and
evaluated by comparing 2015
enrollment rates to previous years’.
The main strength of this media plan
is the direct communication channels
of Christian radio and Orlando Family
magazine to the target audience.
Once the campaign is implemented, it
will be extremely important to know
the success of the campaign. We will
conduct surveys that question
participants if they are aware of the
school and whether or not word-of-
mouth had to do with that awareness.
We will also be able to measure the
enrollment and retention rates through
the school records for that year. In
order to measure the success of the social
media platforms, we would search the
hashtag for each event and the hashtag
for the school to see how many people
interacted and posted for the events
and how successful each events was for
the school.
The Chalk Drawing events are a cheap
and fun way to get the community
involved. It is a proven success amongst
parents and has the potential to increase
positive word-of-mouth.
Inexpensive promotional items, like
mugs and crayons, are an easy and cost
effective way to increase awareness and
exposure in the community.
By revamping TLS’s social media
presence, a whole new audience of
parents becomes available. Instagram,
Facebook,and Twitter can complement
the marketing events and act
as another outlet of exposure.
There is high confidence that this media
plan will work as it is tailored around
the behavior of Orlando mothers with
high utility in Orlando’s major ad
vehicles.
Challenges that may arise include
increased broadcast prices for summer
months depending on when TLS
schedules the spots. Early planning and
contracts can facilitate this process.

90 Bow & Arrow
APPENDIX
PRIMARY QUANTITATIVE RESEARCH
SURVEY QUESTIONS
1. What kinds of ads are you most attracted to?
Print Ads
Radio Ads
Newsletters
Outdoor Ads
Other
2. Do you work in the downtown Orlando area?
Yes/No
3. How does your child commute to school?
Carpool
Public city bus
Private bus
Walk
Parent drop-off
4. Did you have a private school education growing up?
Yes/No
5. Would you consider yourself a religious person?
Yes/No
6. What is your religious preference?
7. How often do you go to church?
Never
Less than once a month
Once a month
2-3 times a month
Once a week

2-3 times a week
Daily
8. Rank these attributes in order of importance concerning your child’s learning environment.
(1 being the least important, 5 being the most important)
Teacher Quality
Family/Community
Technology
Curriculum
Student-Teacher Ratio
9. Which of these is most important to you when making a decision about your child’s edu-
cation? (1 being the least important, 5 being the most important)
Proximity
History/Tradition
Prestige/Reputation
Quality of School
Tuition
10. Do you notice a significant difference between a private school education versus a public
school education?
Yes/No
11. How important is faith-based education to you?
Extremely Important
Very Important
Neither Important nor Unimportant
Very Unimportant
Extremely Unimportant

92 Bow & Arrow
12. How interested are you in a program that retains children from pre-kindergarten to 8th
grade?
Extremely Interested
Very Interested
Neither Interested nor Uninterested
Very Uninterested
Extremely Uninterested
13. What is your employment status?
Self-Employed
Employed for Wages
Student
Military
Homemaker
Unemployed
Retired
14. What is your marital status?
Single, never married
Married, or domestic partnership
Widowed
Divorced
Separated
15. Gender?
Male/Female
16. What is your age?
20 and under
21-26
27-32
33-38
39-44
45-50
51 and over
17. What is the highest level of education you have completed?
No schooling completed
High school degree
Some college
Associate’s degree
Bachelor’s degree

Master’s degree
Professional degree
Doctorate degree
18. What is your household size?
2 or less
3-5
6 or more
19. Please specify your ethnicity.
White
Hispanic or Latino
Black or African American
Native American/American Indian
Asian/Pacific Islander
Other
20. What is your total household income?
Less than $30,000
$30,001-$50,000
$50,001-$70,000
$70,001-$90,000
$90,001-$110,000
$110,001 and up
21. How much are you willing to pay for your child’s elementary to middle school education?
Less than $3,000 a year
$3,001-$5,000
$5,001-$7,000
$7,001-$9,000
$9,001-$11,000
$11,001 or more a year
22. How did you hear about Trinity Lutheran School?
Referral
Advertisments
Passerby
Church Affiliation
Other
Never heard of it

94 Bow & Arrow
CONSENT FORMS FOR
PERSONAL INTERVIEWS

Informed Consent Disclosure:
College Student Focus Group/ Personal Interview Qualitative Research
!Purpose
The purpose of this study is to gain insight into the perceptions, beliefs and attitudes of various
kinds of schools, particularly Trinity Lutheran School.
!Expectations of Study Participants
Those choosing to participate in this study will be asked to participate in personal interviews
discussing various aspects of Trinity Lutheran School and their expectations of schooling
institutions in general. The interviews will consist of one respondent paired with two or three
members of Bow & Arrow Advertising for moderating and recording purposes. The interviews
will be video and/or audio taped and should last approximately 30 to 45 minutes.
!Potential Risks
There are no potential health or stress risks involved with the study nor will there be any personal
discomfort. Should any participant feel uncomfortable at any time during the interview, they will
be free to discontinue their participation with no risk of any penalty and no questions asked.
!Compensation & Benefits
Participant’s involvement will be completely voluntary. Light refreshments will be provided upon
completion.
!Confidentiality
All information collected will remain confidential and specifics about participants will be
available only to the moderator and members of Bow & Arrow Advertising. None of the
statements made during the interview session will be linked to the individual participants.
!Questions/Contact Information
If you have any questions or comments regarding the study, contact James Baer in the University
of Florida advertising department. His office is located at 2093 Weimer Hall and you may contact
him by calling (352)294-1596 or emailing JamesPBaer@ufl.edu.
!Agreement
I have read and understand all of the above information and agree to participate in the interview
research study. I understand that my participation is completely voluntary and I have received a
copy of this information.
!!Signature:______________________________________________________________________

96 Bow & Arrow
!Purpose
!Potential Risks
completion.
!Confidentiality
!Agreement
!!Signature:______________________________________________________________________

!Purpose
!Potential Risks
completion.
!Confidentiality
!Agreement
!!Signature:______________________________________________________________________

98 Bow & Arrow
WORKS CITED
"2012 Guide to Private Schools & Higher Education." Orlando Magazine. N.p., Feb. 2012.
Web. <http://www.orlandomagazine.com/Orlando-Magazine/Febru
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6&GNF=0&GP=3/17/2014 6:09:14 PM&GPS=3133033703&GNF=0>.
Child Care in America: 2012 State Fact Sheets. Publication. N.p.: n.p., 2012. Web.
<http://www.naccrra.org/sites/default/files/default_site_pages/2012/full2012cca_
state_factsheetbook.pdf>.
"Color Brite 4-pack Crayons." N.p., n.d. Web. <http://www.anypromo.com/pens-pencil
more/crayons/color-brite-4-pack-crayons-p609375?Origin=PLA&Subcat=crayo
ns&ItemN=609375&g=1&gclid=CIbuyue3mr0CFTIV7AodDlcAIA&kwid=produ
ctads-plaid>.
"Concordia University Chicago." N.p., 2014. Web. <http://www.cuchicago.edu/academics/
colleges/college-of-education/teacher-education/lutheran-education/>.
"The Condition of Education." N.p., n.d. Web. <http://nces.ed.gov/programs/coe/indica
tor_cgc.asp>.
"Fast Facts." N.p., n.d. Web. <http://nces.ed.gov/fastfacts/display.asp?id=55>.
"Fast Facts." N.p., n.d. Web. <http://thechristschool.org/about-tcs/fast-facts/>.
"Florida Department of Education." N.p., n.d. Web. <http://www.fldoe.org/edcert/cert_
types.asp>.
"Lake Eola Charter School." N.p., 17 Mar. 2014. Web. <http://www.lecs.org/>.
"Lake Highland Preparatory School." N.p., n.d. Web. <http://www.lhps.org/lhps/HOME.
aspx>.
"Nap Ford Community School." N.p., n.d. Web. <http://napford.org/>.
"Orlando Family Magazine: Media Kit." N.p., n.d. Web. <http://www.orlandofamilymaga
zine.com/downloads/OFM_2012_Media_Kit.pdf>.

"Personalized Mugs." N.p., n.d. Web. <http://www.vistaprint.com/mugs.aspx?GP=3%2f24
%2f2014+5%3a31%3a35+PM&GPS=3139451823&GNF=0>.
"St. James Cathedral School." N.p., n.d. Web. <http://www.stjcs.com/index.
cfm?pID=5719>.
United States. U.S. Census Bureau. Who's Minding the Kids? Child Care Arrangements:
Spring 2011. By Lynda Laughlin. Washington: n.p., 2013. 70-135. Current Popula
tion Reports. Web. <http://www.census.gov/prod/2013pubs/p70-135.pdf>.
United States. U.S. Department of Education. National Center for Education Statistics.
Private School Universe Survey. N.p., n.d. Web. <https://nces.ed.gov/surveys/pss/
tables1112.asp>.
United States. U.S. Department of Education. Office of Innovation and Improvement.
Statistics about Nonpublic Education in the United States. N.p.: n.p., 2014. Web.
<https://www2.ed.gov/about/offices/list/oii/nonpublic/statistics.html#private>.

THANK YOU
Dear Trinity Lutheran School,
We here at Bow & Arrow Advertising would like to thank you for the
opportunity you have given our team. As advertising seniors, you as clients
have given us a glimpse into our future as advertisers. Our ideas for your
campaign have been cared for like our own children and we take pride in
our suggestions 100 percent.
It has been a pleasure working with you, and we hope you love our ideas as
much as we do. It is not often you come across an opportunity to be involved
in a project that prepares you for the real world. This campaign has
meant everything to us over this semester, and now we pass along our
precious ideas to you.
Again, thank you for giving us the chance to show you what we are capable
of. Not only have we put our hearts into this campaign, but we have also
discovered how strong we are as a team. No matter what the outcome, we
hope Trinity Lutheran School prospers in the future. We are proud to have
worked with a school that has so much potential. We cannot wait to see the
progress you make in the upcoming months.
Thank you with all of our hearts,
Bow & Arrow Advertising
Bow & Arrow

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