Hi everyone, really appreciate the feedback. Here's my final idea laid out in slideshare. Comments welcome. Have enjoyed this class!
http://www.slideshare.net/snbrooke/pencils-of-promise-17004420
Cheers,
Sarah
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WIP:
Bulls Eye Audience: Millennials 19 – 29, living in metropolitan cities in the United States
They are either in college or have graduated and are working (their 1st, 2nd or 3rd job). They might have managed to move out into an apartment with a flat mate and are experiencing what it feels like to live completely independently for the first time in their lives, or they could still be living at home because they need their parents support.
Maybe they’ve found their dream job, or maybe they are still waitressing/bar tending at the local pub.
Whatever the case may be, they’re not living in a bubble, but have some sense of their place in the world. They’re not indifferent to how their actions affect others, and have some understanding that they are citizens of the first world living on a planet that is many ways completely out of whack.
While they have less disposable income than their parents, they still spend money if it’s “worth it” to them. Purchases that are “worth it” have mutli-purpose, customizable uses, are built for ‘sharing’ in some way, shape or form or help build identity (i.e. they have meaning that says something about the buyer).
They’re also not opposed to donating smaller amounts* to causes they believe in as long as it aligns with the person they are growing into, and if they can "see" the impact they're making in some way (i.e. not feel like they're just throwing their money into a black abyss).
* In 2011, 75% on millennials donated to charity
Problems facing our audience:
TOP 3 IDEAS
1. QUARTER LIFE CRISIS (If I may use this one, Mark? It seemed too good to pass up)
It’s supposed to be a time of opportunity and adventure, but today, kids in their 20’s are experiencing a “quarter life crisis” as a result of anxieties around debt, jobs, unemployment and relationships. This crisis doesn’t necessarily happen a quarter of the way through life, but usually around a quarter of the way through adulthood, for about 2 years.
Possible execution:
1st phase: Break down the symptoms of the 1/4 life crisis (and PoP’s connection to the number 25) so that our audience can relate, if they aren’t already. e.g. social media poll, publishing the results in various formats
2nd phase: Invite submission of peoples' stories (written or Vine videos) about their quarter life crisis experience. The best will be published (incl. as a some e cards)
3rd phase: Demonstrate an understanding of the condition and exhibit our empathy by introducing possible remedies (other than a road trip):
2. LIVE IT / INNOCENCE ABROAD
We'll create virtual and real-life experiences where people can get a taste of what it's like to live the life of an "out-of-school" Guatamalan child who is learning little other than what the street teaches him/her.
3. “YOUR FOOTPRINT AWAITS” – ADAM BRAUN
We’ll tap into our audience's deep-seated need to make their mark on the world, by showing them the impact small things (like pencils) can make. The ultimate goal being to propel them to make a difference of their own with the compelling call to action “Your footprint awaits”.
In order to introduce the idea of the impact a pencil can make, we can start by telling Adam's story & the story of famous pencil users, after which we'll invite our audience's participation in events where doing/making/creating something will make a difference to PoP.
For example (audience participation ideas):
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