ABOUT K-STATE PROUD
K-State Proud is a student-led philanthropic campaign at Kansas State University and is nationally recognized for its fundraising at the university. In a group project, we chose K-State Proud to be our mock client to help extend their campaign.
ABOUT THE PROJECT
To continue their campaign, we had to come up with ways to promote K-State Proud and educate the public on what their philanthropy provides to underprivileged students all in an engaging, interactive way. Our target audience was college students at Kansas State University, so we had to figure out how to engage them across all platforms.
I took over the copywriting portions of the project. Here are two blog posts I created with our mission in mind:
Next, I created two 30-second radio spots and one 60-second radio spot. These spots introduce events K-State Proud would put on in promotion of their K-State Proud week that is soon approaching, and speak of one of the recipients of a K-State Proud scholarship. They're created to grab the listener's attention before they switch radio stations.
Lastly, social media is an important platform to capitalize on, especially when reaching out to college students who frequently check their Twitter, Instagram, YouTube, and Facebook accounts.
In the Twitter concepts, the goal was to interact with the audience and get them involved in K-State Proud week. A call-to-action approach works best on Twitter with our target audience.
Notice the hashtag #MoreThanAShirt used throughout all of our pieces. This hashtag was our unifying piece between all of the platforms to show that the K-State Proud shirts that everyone buys aren't just another K-State t-shirt. It's for a great cause that effects students that sit amongst them in class
every day.
*content ideation is mine, photoshop work was performed by a group member
The Instagram concept shows K-State's mascot, Willie the Wildcat, wearing K-State Proud's t-shirt design for the year. This piece was intended to remind the audience as they scroll through their feed that K-State Proud week is just around the corner.
Our YouTube concept would show behind-the-scenes footage of what goes into the shirt-making process for K-State Proud. It would really show the personality and passion everyone has for this philanthropy.
The Facebook post is promoting one of the blog posts from above while asking for audience engagement and interaction for the chance to win one of K-State Proud's t-shirts.
